Four Keys To Creating Products For The Lady Gaga Generation

Gen Y, Millennials, The Lady GaGa generation - whatever you may call them, they are an important demographic as today's purchasers, especially to the soft drink category.  A recent article titled 'Four Keys to Creating Products for the Lady GaGa Generation' offers some keen insight in developing meaningful and relevant product experiences for Gen Y. A few interesting discussion topics include:

• Gen Y’s need to be recognized as being ‘unique’. But a dose of honesty and reality is still necessary (we all come in different sizes, nothing is ever ‘perfect’ – and those flaws undoubtedly serve to make us unique & beautiful (see Levi’s Curve ID).
• Gen Y doesn’t need to ‘own’ something in order to enjoy the experience. They’re more interested in use – particularly when it’s shared use – than in ownership. Classic example? See ZipCar and the rise of services like Dropbox to share music.
• Gen Y craves the ability to define and create their own success, on their terms (CEOs of their own businesses, freelance, etc.) and to actually create things themselves (see the rise of DIY home gardens, cheese makers and beer brewers).

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