Samantha Eaton

They are young, carefree, well dressed and probably sporting some new gadget you are all of a sudden dying to have. These are the imaginary young adults in what seems to be a vast majority of ads today. And it’s not just Apple trying to push their hip new toys on the younger generations, but let’s be honest, who over the age of 35 knows the Mac guy by name? I do, his name is Justin Long.

There was a time when advertisements were geared toward grown-ups, the heads of household, the ones who brought home the bacon. Ford and Chevy could mention how rugged their new trucks were and sell them like hot cakes. But now, they and all automakers have to step up to the Gen Y way of thinking, and that means Bluetooth capabilities, iPod connections, sleek looking interiors and it would be best if your commercials had an ironic hamster driving it while a funky indie artist’s new single plays in the background.

This trend seems to reaching well beyond cars and electronics, even the Pine Sol lady had to change her act. Back in the 90’s all she had to do was rave about the smell and the cleaning power. But lately, well, she is dressing better, has incorporated young buff men into her shtick and made her ads provocative yet funny. Not intended for my mother, I hope.

Make note though, young consumers have a tendency to distrust major ad campaigns. It helps when the company has a cause or gives back to the community, so follow the ways of Tide, that helps disaster victims by providing free laundry service, and Burt’s Bees, that is not only eco-friendly but also refuses animal testing. When trying to reach the younger markets, these things help in getting them to spend their money with you and not at the new trendy coffee shop down the street.

Gen Yers speak up…what ad campaigns do you like?

Graphic Credit:
Sabrina Segal