Carat delves into Gen Y and how marketers can better communicate with them
Tough times breed strong resilience, and within Millennials, also called Gen Y, there are plenty of entrepreneur billionaires looking to buck the generalisations of the past. To closely examine Aussie Gen Y, Dentsu agency Carat leveraged its consumer connections system, to examining them in detail for a new report ‘Carat Gen Y in View’, to see how marketers can better connect with them.
Now aged between 24-39 (having been born between 1982-1996) Millennials have lived through two economic recessions, a housing affordability crisis, and now a global pandemic.
Danni Wright, Carat’s national head of strategy and connections planning, says of Carat’s findings: “This generation are moving through a critical period of redefinition as they navigate some of the more traditional markers of ‘adulthood’ like marriage, starting a family or buying their first home.
“This means that they are bucking some of the stereotypes that have defined them to date, whilst also forging their own path though these life-events, all at a time of wider cultural and societal reset.”
