Why do we call generations X and Y the connected generation? Because they’re linked to technology and their social networks around the clock. They rapidly spread the news about brands, ideas and services that they love—and hate. Lisa Johnson and Cheri Hanson offer insights on how to attract these savvy, hard-to-reach consumers.

Put them in the spotlight.
The connected generation is clamoring for personal recognition, to stand out, and to be celebrated with their name in lights (or print, or pixels). An example is Jones Soda, which has consumers submit photos to customize their own bottles. Brands that tap into the need for personalization with highly creative efforts will get a whole new level of loyalty.

Make informal connections.
The social and professional networks of the connected generation have a brave new structure. They are rejecting traditional associations and club-style memberships in favor of looser connections. Sites including MySpace and Facebook reflect their interests and busy lifestyles. Brands need to understand how to interact with these structures if they want to stay in the loop.

Filter out the clutter.
In a world that’s inundated with choices, consumers rely on editors to sift through the data and identify the top picks. As a result, savvy companies are building editing mechanisms such as top-10 lists, expert bloggers and collaborative filters for their brands. Think of Amazon’s “recommendations based on your browsing history” or shopping “magalogues” like Lucky and Domino.

Build it with them.
The connected generation is intoxicated by its growing ability to spark change as consumers. This awareness is spurring mass creativity and launching a power shift away from companies into the hands of consumers. Wikipedia.org and Tripadvisor.com are perfect examples.

Bring it to life.
From testing a career in “Vocation Vacations,” to “make it with friends” dinners, brand theater is popping up in every industry as smart organizations deliver compelling new experiences. Consumers are seeking emotional connections and highly interactive encounters that teach and challenge, and in the process, let them explore who they are.

Give back.
The connected generation is igniting volunteer efforts and cause marketing that is convenient, high-impact and emotionally-satisfying. “American Idol” aired a special called “Idol Gives Back,” providing viewers a way to impact corporate donations to decrease poverty in the United States and Africa. Sprint and Motorola teamed with rock-n-roller Bono on the RED initiative, in which a portion of each Motorola RED RAZR V3m sold helps to fight the spread of AIDS in Africa.


Adapted from Lisa Johnson and Cheri Hanson’s Mind Your X’s and Y’s: Satisfying the 10 Cravings of a New Generation of Consumers.