We've just come through planning season with half a dozen different retailers, and it seems as though everyone continues to be really interested in how to reach the unreachables - that ever elusive Generation Y group.

Who is this group? Sometimes called Echo Boomers, Millenials, Nexers, Generation Why, and, yes, the Unreachables, the general consensus is that it includes those born between 1980 and 1994. That makes them 14 to 28 years in age today. These are the children of the baby boomers, and rival the boomers in size and long term spending power. It's a group that marketers need to understand.

Clients ask, "Is it possible to understand them and to win over their hearts and wallets?" Yes. However, it will take time, patience, and a desire to enter their world.

What do we know about their world? We know they are the most "hovered over and doted upon" generation in history, and came of age during a time of incredible scandals including 9-11, Enron, the Iraq war, and Columbine. We know they have observed their parents toil relentlessly in the name of success - often to the point of extraordinary personal sacrifice, and unfair job termination. These influences have affected them and contributed to some of their defining characteristics including independent, confident, optimistic, lifestyle centered, inclusive, community-minded, cynical, and last, but not least, technologically savvy -- they have, after all, never known life without a computer (Deloitte Consulting: Who Are the Millenials?)

What does this mean when it comes to marketing? These are some considerations we recommend when developing marketing programs for retailers targeting Generation Y.

Grassroots discovery
   
Part of Generation Y's cynicism is from having grown up in a world saturated with ads, taglines, brands, and promotions for almost everything under the sun. They are marketing weary, and prefer to discover products and services on their own and among "their people."

For instance, this could involve being part of their interest in a surprising and unexpected way - Vans, the sneaker maker, funds the building of funky skateboard parks. Jones Soda was initially only sold in surfboard, snowboard and skateboard shops. Red Bull even goes so far as to hire brand ambassadors that throw parties at colleges and use Red Bull as the mixer.

Participation
   
Similar to all generations, Generation Y has a point of view; thanks to technology, they have a venue to express it - quickly. The power has shifted from the marketer to the individual as they create and spread millions of messages every day. For instance, blogs, vlogs, social networking sites, cell phones, texting and virtual communities allow Generation Y to create content and share their views faster than a grass fire spreads. They are quick to criticize companies that don't meet their expectations, but at the same time they will praise, with an almost cult like enthusiasm, those companies that represent their ideals and ask for - and act on -- their feedback. This has certainly been the case with Apple and its fanatical supporters in the past several years. Most recently, in response to recent criticisms that Apple is not addressing iPhone security holes quickly enough, it posted a job opportunity for an "iPhone Security Engineer." In short, an "exceptional individual" will get the chance to "have a major impact on Apple's embedded operating system products," and be "involved in reverse engineering." In other words - Apple is inviting the ultimate in participation: hiring iPhone hackers. Sweet.

Honesty
   
Not only is Generation Y marketing weary, but they can sense dishonesty a mile away, and they won't put up with it. They'll be happy to go online and tell the world about falsehoods, betrayals, and general BS. Mom said it best: "tell the truth, play fair, admit your mistakes, say sorry." Transparency is table stakes.

For instance, the truth® campaign in the US was the largest and most successful national youth-focused anti-tobacco education campaign ever. It engaged teens by exposing Big Tobacco's marketing and manufacturing practices in disarmingly candid ways. One of the campaign's many communications tactics involved putting little orange signs in piles of dog waste left in the popular youth parks. The sign read: "Ammonia is found in dog poop. Tobacco companies add it to cigarettes." Suffice it to say this tactic was noticed by the target and received a lot of media coverage. Since the truth® campaign's inception, smoking among youth has decreased by 20 - 40 percent, depending on the segment.

Uncool It
   
Don't try to be cool, it's a losing battle. Besides, what's cool? It's a moving target at best, and like beauty, lies in the eyes of the beholder. Better to strive to be honest, real, and transparent. Humour, irony and the "unvarnished truth" will go way further than a slick slogan or a meaningless image program.
   
Do Good

Generation Y wants to support and be part of companies and brands that do good. They are extremely environmentally and socially aware; if you want their support, you need to make sure that your good intentions align with your actions on the little things and the big things. They notice the details.

For instance, H&M, one of the hottest fashion brands among Generation Y, has strict social and environmental corporate policies. These policies are spelled out in detail on its website, www.hm.com, and state the company will not carry PVC products; it will not purchase leather from India due to cruel animal transportation, nor will it purchase the country's silk given the poor working conditions for so many workers; and it guarantees mulesing-free merino wool, among many other standards.

The bottom line is that you need to have your business in order, you need to ensure that you have a truly relevant offer, and then you need to apply the principles discussed when developing marketing programs targeting Generation Y. With care, creativity, and persistence, the Unreachables will become a little more reachable.