Transitional Meditation - marketing strategy for young adults age 21 to 25 - Brief Article - Column

Brandweek, May 21, 2001 by Caroline Gibbons Barry

Too often, I'm asked to give advice on how to market to Gen Y. I'd rather not, I say. Too much has already been said about this group.

But graduating college students and those a few years out--the young adults between age 21 and 25? Now that's an interesting segment. Squeezed between unclear definitions of Gen Y and Gen X, these poor souls have suffered an identity crisis in popular and marketing culture.

No longer worry-free teens and not yet grown-ups, this emerging segment's development could have wide consumer implications.

Whether entering the workforce or getting settled in, this group has been affected the most by the slowing economy. Some were among last year's dot-com layoffs, others are about to graduate and look for jobs in the worst performing market in a decade. But those who are employed have a lot of spending power since they make their own decisions. And unlike the teenagers who spent $155 billion last year on music, fashion and other disposable items, early twentysomethings have to budget for more than hobbies. Having moved out of the family and college cocoon, many are balancing careers, living expenses and the beginning of their adult lives.

The post-collegiate crowd prizes independence, individuality and people who are "real." They want to avoid labels and stereotypes that don't reflect the complexity of who they and others really are. "Everyone is 5% themselves and 95% what has been imposed by society, your family and the media," one young woman told us. "The trick is to find the 5% that is you and make it grow."

Perhaps this is one reason why they're consumers of the low key, the cheap, the funky. Their patterns of consumption and brand preferences reflect an emphasis on individuality, experience, creativity and a lack of material values. Whether shopping for clothes or technology the goal is to afford what they need for living a full life: low-key brands that support rather than dictate individual style. Gone are the status brands they desired as teenagers. The new status symbol is the bragging rights attached to finding a good bargain. On a shoestring budget, they mix and match classic with vintage or cheap boutique clothes. They may also forgo the corporate Starbucks in favor of more affordable neighborhood coffee joints.

These 21- to 25-year-olds are busy creating a culture of possibility and regard every aspect of life as an open opportunity for self-expression and fulfillment. They place their personal stamp upon every endeavor and expect to learn and grow through each one. At the same time, they have high expectations for themselves and are highly introspective and assess themselves often. With this emphasis on personal effort and responsibility, they tend to take on a lot, and judge the results of everything they do according to strict--if highly personal--standards.

Twentysomethings possess a striking confidence and openness about work and believe they can make it in any field if they apply themselves. They treat jobs as something to take or leave as needs and interests change. But they also believe a career should be connected to one's passion, especially if it expands knowledge and skills.

It will be interesting to see how these young adults experience life in a slower economy. Their multifaceted selves are a source of resilience and flexibility, but we don't yet know if this coping mechanism will sustain them in a changing climate or whether they'll view the shrinking options as some kind of personal failure.

Caroline Gibbons Bony is founder/president of PortiCo Research, a consumer marketing specialist with offices in New York, Chicago and Los Angeles.