Marketing Segmentation & the Trophy Generation
My 20-something daughter yesterday was telling me about the challenges faced by her "Trophy Generation" (aka Millennials, Gen Y, Echo Boomers).
The label Trophy Generation comes from kids growing up getting trophies for pretty much everything (like showing up) -- inadvertently teaching them that they are always entitled to awards, effort is synonymous with success, there is no such thing as disappointment, and constant praise is the norm. As a dad and former rec soccer coach, I was guilty of telling kids "good job" when it really wasn't, or "you did your best" even if they didn't. A Wall Street Journal story tells what's happening when these "trophy kids" go to work and how they and their employers are dealing with the unfamiliar "compliment deficit" these young adults face.
So how do we market to this generation? 1) The obvious strategy is to lavish praise, target their entitlement zone and focus on instant gratification. Instead, try the truth. Explicitly acknowledge that false praise can feel meaningless. If they can do better or be better, tell them. That will speak to their hearts and distinguish you as someone they can trust. 2) Do not assume all twenty-somethings are trophy kids. While it may be a common affliction, a significant proportion are driven by different values. 3) See the good underneath the need for praise. We (my generation) gave trophies to make our kids feel good and let them know they are seen. Now as grown-ups, let them know in real ways that they count.
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