• Sell Generation Yers more of the kinds of products and services they want by discovering how and on what, they spend their money.
• More successfully relate to Generation Yers by understanding their values, attitudes, and concerns.
• Create effective messages and deliver your messages through media that will reach Generation Yers by discovering the most effective media to reach them and the type of information that will best appeal to them.
• Market effectively to Generation Yers as a whole and to smaller niches by discovering differences by gender and age.
• Discover even more ways to improve your marketing by determining addition characteristics of Generation Yers.

If America's young adults are your target market, you need to get all the information you can about the 71-million-strong Generation Y. In fact, USA marketing executives ranked it the fifth most important demographic segment in the Oct.-Nov. 2007 issue of US Marketing Executives.

This target market is made up of the most diverse generation that America has ever known. Generation Y is diverse racially, culturally, and in media use. This diversity makes marketing to this target market difficult.

But as consumers, the Generation Y target market is worth your marketing efforts. Generation Y members spend more than any generation of young people yet. They have substantial discretionary funds, plus they usually carry a balance of $7,000 on their credit cards. But they are fickle consumers, who change brands and fashions quickly.

This target market isn't reachable with traditional advertising. Generation Y members have an aversion to the status quo and are immune to tried-and-true brands.

The most successful marketing messages for this target market use humorous and emotional advertising and word of mouth. Generation Y members' tastes are so varied that it's nearly impossible to reach them through the mass media without spending a fortune advertising on all radio and television channels. They don't read newspapers. They use the Internet, but liking a brand and visiting its Web site does NOT equate to buying its products. Thus, this target market is difficult to sell.

To discover how to best market to the Generation X target market:

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