Words to the Y's

Jackson, Kathy
March 1999
Advertising Age;3/29/1999, Vol. 70 Issue 13, pAM16
Trade Publication
This article deals with the growing purchasing power of Generation Y consumers, also known as prosumers in the U.S. in 1999. The group's uniquely proactive approach to buying earns them the special name, according to Johann Wachs, vice president of strategic planning/kids connection at Saatchi & Saatchi Advertising. Prosumers, Wachs added, are consumers who become producers by dictating what they are willing to buy. Ford is trying to tailor future products to the expectations of Generation Y consumers, the oldest of which are entering the car-buying market now. Daewoo Motor America, which directs most of its marketing toward young buyers, plans to have a Web site up this year that will make financing its cars easier. The company's dealer-owned stores also are sponsoring events at restaurants and college sporting activities.


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