[{"data":1,"prerenderedAt":74},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"post-gen-y-marketing":20,"i-material-symbols:person-outline":68,"i-material-symbols:calendar-month":70,"i-mdi:schedule":72},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"author":23,"date":26,"modified":27,"title":28,"slug":29,"seoTitle":28,"seoDescription":30,"excerpt":31,"trimmedExcerpt":32,"content":33,"readingTime":34,"featuredImage":35,"postCategory":41,"relatedPosts":46},"post",42823,{"id":24,"name":25},"author-0301142015","Canto","2020-03-31T02:20:32","2025-12-18T12:15:24","An extensive, helpful guide to Gen Y marketing","gen-y-marketing","Companies are working diligently to ensure their campaigns reach different generations. Not all of them succeed. Here’s a guide to help market to Gen Y.","Gen Y is a generational label designed to people born somewhere in the 1980s or 1990s. As such, marketing efforts towards Gen Y are (and should be) constantly changing. With that said, it’s important to create campaigns that will give these age groups a chance to latch on and enjoy whatever it is you’re promoting. […]","Gen Y is a generational label designed to people born somewhere in the 1980s or 1990s. As such, marketing efforts...","\u003Cp class=\"wp-block-paragraph\">Gen Y is a generational label designed to people born somewhere in the 1980s or 1990s. As such, marketing efforts towards Gen Y are (and should be) constantly changing. With that said, it’s important to create campaigns that will give these age groups a chance to latch on and enjoy whatever it is you’re promoting. Here’s a guide to make sure you handle gen y marketing correctly.\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\" id=\"toc-1--you-can-t-please-everyone-but-you-can-at-the-same-time\">You can’t please everyone (but you can at the same time)\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Certainly, it would be great if we could create a marketing campaign that pleased everyone. This isn’t possible, though that’s not to say a campaign can’t come close. When we sell a product or service, we offer a \u003Ca href=\"\u002Fblog\u002Fbrand-experience\u002F\">brand experience\u003C\u002Fa> and aim this experience toward users who need or may need the product or service. Within that group (of users who need our product), there is going to be a wide range of different generations. Certainly, our campaign can’t please everyone. Fortunately, it really doesn’t have to. In fact, by not attempting to please everyone, we often end up doing so.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"800\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-2.jpg\" alt=\"A group of young workers in an office.\" class=\"wp-image-42828\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-2.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-2-450x450.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-2-150x150.jpg 150w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-2-768x768.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">It’s impossible to target all audiences.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Here’s an example that illustrates this paradoxical idea. Let’s say a company is selling a new pair of sunglasses. They create an advertisement that shows a young woman with immense fashion sense and style wearing their shades. Now, one could make the argument that this wouldn’t connect with older generations, or with people who don’t follow fashion trends. In reality, it’s typically the opposite. The age of the actress shouldn’t discourage older age groups (it may even draw them in, sometimes) and a lack of fashion may draw the audience to the unique style displayed in the advertisement.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">So how does this apply to marketing for Gen Y? Well, this principle fits into potential campaigns aimed at Gen Y’ers. Certainly their entire generation is going to have people on widely different spectrum and paths of life. That doesn’t mean you can’t focus your campaign on something unique and specific and draw a wide range of people.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"533\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-3.jpg\" alt=\"A group of workers at a table.\" class=\"wp-image-42831\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-3.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-3-450x300.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192207\u002Fgen-y-marketing-3-768x512.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">Promote campaigns that build up all types of audiences.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Ch2 class=\"wp-block-heading\" id=\"toc-2--keep-it-simple-honest-and-ethical\">Keep it simple, honest and ethical\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Like any generation, Gen Y’ers can sense when they’re being misled or tricked when seeing an advertisement. For Gen Y especially, they’ve grown up largely on the internet, where they’re bombarded with gimmicky, shady ads on nearly every site they visit. It has become very easy for people in their age range to detect and disregard campaigns that are taking an angle. They also have grown accustomed to the simplicity of things. If there’s a simpler path to take to complete something, they figure out how to do it.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">How can we implement these ideas into our own campaigns? We can start by creating campaigns that don’t overwhelm our audiences. Keep things fresh and simple and even fun or \u003Ca href=\"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2019\u002F06\u002F27\u002Fhumor-marketing-five-ads-got-consumers-laughing\" target=\"_blank\" rel=\"noopener\">comical\u003C\u002Fa>. As long as we’re creating good content and providing a general sense of our services, the audience should get the message. Also, honesty goes a long way in a campaign. It’s impossible to pretend something didn’t happen if it did. Structure your campaigns around these ideas to create something that connects with audiences without hiding aspects of your company or its mission and goals.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"566\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192206\u002Fgen-y-marketing-4.jpg\" alt=\"A young woman in an office setting.\" class=\"wp-image-42833\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192206\u002Fgen-y-marketing-4.jpg 800w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192206\u002Fgen-y-marketing-4-450x318.jpg 450w, \u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192206\u002Fgen-y-marketing-4-768x543.jpg 768w\" \u002F>\u003Cfigcaption class=\"wp-element-caption\">A simple campaign brings about positive results.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Finally, be ethical when possible. This of course always applies, but will definitely pick up a lot more steam with the Gen Y crowd, who expects this above other things such as price, performance, etc. If there’s a way to make positive change with your campaign, don’t hesitate to try. Chances are it might be helpful to your company ideals and goals regardless.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">The last thing to remember is to not overthink things. This leads to awkward patronizing and turns off audiences. Sure, it’s important to target things that a certain age group will enjoy, but that doesn’t require a weird slogan or campaign theme. The more you relate with your audience, the less chance you have of turning them off.\u003C\u002Fp>",3,{"url":36,"url_md":37,"alt":38,"height":39,"width":40},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192208\u002Fgen-y-marketing.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F04\u002F19192208\u002Fgen-y-marketing-450x293.jpg","Different illustrated people working.",520,800,[42],{"id":43,"slug":43,"title":44,"path":45},"industry-insights","Industry insights","\u002Fpost-category\u002Findustry-insights\u002F",[47,54,61],{"featuredImage":48,"postId":49,"slug":50,"title":51,"description":52,"path":53},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F07\u002F19191534\u002FLester_053120_1727-450x337.jpg",46416,"creative-spotlight-finding-inspiration-in-daily-life-with-photographer-matt-lester","Creative Spotlight: Finding inspiration in daily life with Photographer Matt Lester","Matt Lester is a photographer for higher education institutions across the country. He shares insights into his exciting job in this interview.","\u002Fblog\u002Fcreative-spotlight-finding-inspiration-in-daily-life-with-photographer-matt-lester\u002F",{"featuredImage":55,"postId":56,"slug":57,"title":58,"description":59,"path":60},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F04\u002F19193317\u002Fcreative-assets-19-450x261.jpg",23428,"creative-assets","Creative assets: What they are and how to manage them for stronger campaigns","Creative assets are files that help companies build successful campaigns. Here are some unique ways they can be utilized.","\u002Fblog\u002Fcreative-assets\u002F",{"featuredImage":62,"postId":63,"slug":64,"title":65,"description":66,"path":67},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2019\u002F10\u002F19193522\u002Fcreative-director-inspiration-e1570837902410-450x240.jpg",35155,"how-4-creative-directors-stay-inspired","How 3 creative directors stay inspired","At Canto, we work with creative people from various industries. Seeing their beautiful content, we asked what keeps them inspired! Here's what they said.","\u002Fblog\u002Fhow-4-creative-directors-stay-inspired\u002F",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":69},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20zm2-2h12v-.8q0-.275-.137-.5t-.363-.35q-1.35-.675-2.725-1.012T12 15t-2.775.338T6.5 16.35q-.225.125-.363.35T6 17.2zm7.413-8.587Q14 8.825 14 8t-.587-1.412T12 6t-1.412.588T10 8t.588 1.413T12 10t1.413-.587M12 18\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":71},"\u003Cpath fill=\"currentColor\" d=\"M12 14q-.425 0-.712-.288T11 13t.288-.712T12 12t.713.288T13 13t-.288.713T12 14m-4.712-.288Q7 13.426 7 13t.288-.712T8 12t.713.288T9 13t-.288.713T8 14t-.712-.288M16 14q-.425 0-.712-.288T15 13t.288-.712T16 12t.713.288T17 13t-.288.713T16 14m-4 4q-.425 0-.712-.288T11 17t.288-.712T12 16t.713.288T13 17t-.288.713T12 18m-4.712-.288Q7 17.426 7 17t.288-.712T8 16t.713.288T9 17t-.288.713T8 18t-.712-.288M16 18q-.425 0-.712-.288T15 17t.288-.712T16 16t.713.288T17 17t-.288.713T16 18M5 22q-.825 0-1.412-.587T3 20V6q0-.825.588-1.412T5 4h1V2h2v2h8V2h2v2h1q.825 0 1.413.588T21 6v14q0 .825-.587 1.413T19 22zm0-2h14V10H5z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":73},"\u003Cpath fill=\"currentColor\" d=\"M12 20a8 8 0 0 0 8-8a8 8 0 0 0-8-8a8 8 0 0 0-8 8a8 8 0 0 0 8 8m0-18a10 10 0 0 1 10 10a10 10 0 0 1-10 10C6.47 22 2 17.5 2 12A10 10 0 0 1 12 2m.5 5v5.25l4.5 2.67l-.75 1.23L11 13V7z\"\u002F>",1789880505199]