something about a generation y:er's ego

In preparation before my first week at Prime PR I extracted an always interesting topic, from the Prime sponsored book(let) Spaningar, about the fastidious Generation Y, in particular those born after 1990, and their belief about why they buy.

We seek sophistication in everything we do. We won’t become work-o-holics as like our parents. We won’t say “it was better back then” like our grandparents. We won’t stress ourselves out to buy. We want to be calmed down. We want to rest in peace. We want aesthetics and mindsoothing marketing that speaks to us via the heart and the brain’s emotive parts. We want advertising that is enough subtle and peeled. Our favourite option, when it comes to guidance about choice of consumption, is through recommendations from friends. No screaming incentives to buy.

Young Sweden is sick and tired of stress and hype. Young Sweden knows what is best for them, individually. They choose sophistication. And independence. They think.