This presentation discusses how to effectively engage Generation Y. It focuses on adapting marketing and research to this critical generation based on the collective wisdom and client cases of InSites Consulting. The presentation is delivered by Joeri Van den Bergh, a Gen Y expert at InSites Consulting and author of a book on branding to Generation Y. He discusses authenticity, happiness, and shared challenges and solutions for connecting with Gen Y, such as collaboration and gamification.

1. Engaging Generation Y
Smartees Webinar
This is the full slidedeck of our „Engaging
Generation Y‟ Smartees Webinar. The
main focus is on how to adapt your
research and marketing to this critical
generation. Based on the collective
wisdom of InSites Consulting‟s research
and client cases. Presentation by Joeri
Van den Bergh, Gen Y expert at InSites
Consulting and author of How Cool
Brands Stay Hot.

2. I‟m Joeri.
True type Gen X – but involved with
following Gen Y/Millennials since they
were only kids.
First as an academic researcher in
kids & teens marketing, later as a
youth marketing research expert at
InSites Consulting
I‟m author of „How Cool Brands Stay
Hot. Branding to Generation Y‟
Committed to connect our clients with
the new (Millennial) consumers.

3. Welcome
to the Gen
Y/Millennials
Webinar
Follow me:
@joeri_insites

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18. #146

22. R2=.57
R2=.62
R2=.74
InSites Consulting Brand Model tested by path analysis

31. //Authenticity for
Generation Y
Real

32. Real
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33. //Authenticity for
Generation Y
Real

34. Real

36. Personal finance management tool “TIM”

37. Real

44. Real
①Stay true to your roots, but don‟t shout
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②Warm & close is the new cool
①Be transparent and respectful, listen (like
friends)

46. Happy

47. // I WILL NEVER FORGET THE DAY…
Extreme experience (e.g.
skydiving, mount climbing) When I was dumped
by my partner
Graduated
Meeting the love
of my life
Becoming a sport Surprise Death of a person
champion N = 40
close to me
Happiness Anger
My first kiss N = 156 N = 13
Got my driving license
When I got in a fight
Fear Disgust
N = 30 N = 14
New school Sadnes Discovered I had no
s real friends when I
N = 93
Moved needed them most
Encountered aggression
Was diagnosed Being dumped by my
with a serious boy/girl friend
Parents got illness
divorced
Source; InSites Consulting 16 country study January 2011 – 4,065 respondents aged 15-25 in USA, UK, Russia, Germany, France, Denmark, Sweden, Netherlands, Belgium, Spain, Italy,
Romania, Poland, Brazil, India, and China.

49. Self
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Insert movie rorschach U by Kotex

50. Global online contest to recruit 100
Young amateur soccer players in 55
countries => 16 final best against the
best
Over 150,000 young soccer players!

56. Happy
①Deliver gratifications, not just pleasures
①Don‟t use negative emotions
①Happiness is about connecting youth in a
playful way

57. Shared challenges to connect with Gen Y
#1 Be relevant
#2 Be where they are
#3 Engagement

58. They don‟t like
ONE-WAY TRAFFIC SURVEYS

59. They want to
COLLABORATE

61. As researchers
Rethinking a digital strategy

62. As researchers

65. VS.

66. Surveys

68. Shared solutions to connect with Gen Y
Collaboration
Touchpoints
Gamification

69. Get in
Joeri Van den Bergh, Managing Partner & author of the
touch book “How Cool Brands Stay Hot”
+32 496 23 29 19 joeri@insites-consulting.com

70. Get in
Martijn van Bijnen, Business Director
touch
+31 107 421 032 martijn@insites-consulting.com

71. Get in
Maarten Lagae, Senior Research Manager FMCG
touch
+44 2078 702 585 maarten@insites-consulting.com

72. Get in
Giulia E. Gasperi, Research Manager FMCG
touch
+1 646 386 9858 giulia@insites-consulting.com

73. Check our upcoming Smartees on :
http://smartees.insites-consulting.com