Appealing to the young adult consumer
August 4, 1995; Canadian FundRaiser
In 1996, young adult consumers will number 2.8 million in Canada; by 2006, there will be 3.0 million; by 2036, there will be 3.5 million. Born between 1971 and 1977, this important group will be the next key target market, according to Gordon Ashworth, Vice-President of the National Society of Fund Raising Executives (NSFRE).
Brought up on television in relatively well-heeled homes, they have enjoyed a good standard of living. They look for value in their spending and giving, and are attracted to lifestyle, reliability and reputation/image. This group will be known for its rejection of traditional advertising. A utilitarian generation, one third of them will be wealthy, while the rest will have to struggle (Statistics point to a large gap between the Haves and the Have-Nots in this cohort group). As a whole, they have low self-esteem, and are more highly educated than any previous generation.
Astute fundraisers will begin now to find out as much as possible about this group. They will also begin to develop appropriate fundraising levels, advertising, and, marketing that targets the group's interests, needs and sensibilities. (Editor's Note: These folks are avid Internet users.)
Finally, Ashworth shared some important tips:
- Don't use hype.
- Be reality-based. They believe "You have to live for today."
- Be sensitive to the fact that 50 per cent have university degrees, but no job guarantee.
- Know that they are a frugal generation, and that they view themselves as the "underdog". As a group, they do not cope well with criticism.
