What is the external marketing environment?
14 min
This is a limited length demo talk; you may
login or
review methods of
obtaining more access.
- Digital influence
-
48 min
1. Marketing to women using social media- Ms. Holly Buchanan
- Archived Lectures *These may not cover the latest advances in the field
-
24 min
2. Building communities for insight and advocacy- Ms. Aliza Freud
-
44 min
-
22 min
4. Avoiding the gender trap- Ms. Andrea Learned
-
33 min
5. Marketing to baby boomer women- Ms. Mary Brown
-
41 min
6. Singular sensations: marketing to single women- Prof. Bella DePaulo
-
45 min
7. Generation Y- Prof. Kit Yarrow
-
38 min
8. The beyond mum- Mr. Kevin Burke
Printable Handouts
Navigable Slide Index
- Introduction
- About Kit Yarrow
- Agenda
- You need to know Y
- The essence of gen Y
- Generation "gaplet"
- Four overarching characteristics of Gen Y
- Confidence
- Connection
- Choice
- Speed
- Life stage tasks and motivations (1)
- Life stage tasks and motivations (2)
- Example: the Cosmopolitan magazine
- Today's lifestage shift
- Gender shifts
- Gender shifts in shopping
- Gen Y love products and brands
- Gen Y love shopping
- What works with gen Y gals
- Integrated messaging
- Gen Y generated content and control
- Empathy and respect
- Technology
- Customization and specialization
- Keeping it "real", genuineness
- Emotion and imagery
- The silver bullet: know them
- Thank you
Topics Covered
- The clout and buying power of Gen Y
- How Gen Y is fundamentally different from other generations
- Age related needs within Gen Y
- Generational gender shifts
- What Gen Y wants from products and brands
- Seven essentials for marketing to Gen Y
Talk Citation
Yarrow, K. (2009, December 31). Generation Y [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved November 4, 2025, from https://doi.org/10.69645/XDIG9228.Export Citation (RIS)
