What Gen Y Wants From Your Brand

Some people like to watch TV, read a book, blog or drink a glass of wine.

Yeah, I like those things too, but my escape is running. The act of my feet hitting the ground gives me a feeling of accomplishment. Running gives me a sense of being, a sense of belonging. It gives me vitality and energy to accomplish other things in my life. Running gives me a sense of individualism–it allows me to focus on becoming who I want to be if I just work hard enough. But I truly feel accomplished and happy when I run alongside other runners. Especially those runners who are a little better than me. The feeling of finishing my run, on my own terms, surrounded by supportive others (even if they are other runners who don’t know me) makes me want to come back the next time.

Isn’t that the Gen Y mantra? Individual success in your field of passion surrounded by supportive networks (online or offline).

But the truth is, deep down I hate it. I hate running–because I love it. Because I know that if I don’t run, I won’t be happy. If I didn’t love running, then I could sit at home and watch TV– and be happy with myself. I wouldn’t have to revolve my schedule around preparing for the run, running, showering. I hate that.

Isn’t that what we, especially Gen Y, want from our brands? Despite the the function of the product, we want an inner feeling of individualism and community gained only through the brand. All consumers want to feel special, but a part of something larger than themselves.

Truthfully, deep down, I hate that I love brands. The fact is, I don’t really love products or services, but I love that feeling of belonging. Of individualism fused with community. That by giving a piece of my hard earned money, I can feel a sense of satisfaction. And when others start engaging in the brand as well, a community is formed. I truly believe the easiest way to that community is through social media.

What Gen Y wants from our brands is that feeling of community- with no geographical or time boundaries. That through our brands we are a part of a driving, positive force in our world. That force may sell us sneakers, soda, cell phones, hair products or tissues. Who cares. Give Gen Y brands that are positive forces in our world and builds community, and we will tell every runner on the trail.

-Carla