Generation Who, What, Y? What You Need to Know About Generation Y
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Generation Who, What, Y? What You Need to Know About Generation Y Received (in revised form): April 8, 2004
Leslie A. Goldgehn Leslie A. Goldgehn is a tenured Professor of Marketing at the School of Business and Administration at the University of San Francisco. She received her Ph.D. from Northwestern University where she studied with Dr. Philip Kotler. Prior to completing her doctoral studies she worked as a consultant with KPMG Peat Marwick and the Management Analysis Center. She often consults with universities and colleges, small businesses and nonprofits in the areas of marketing, branding, recruitment, team building, leadership development, and organizational design. As a Fulbright Scholar, she spent a semester teaching, conducting research, and consulting in the Czech Republic. Dr. Goldgehn is the Founder and Director of CollegeMatters, a college admissions advising and coaching business. She assists high school and college transfer students and their families through the college research, evaluation, selection, application preparation, and decision process. Her mission is to help students achieve their academic and personal potential.
Abstract Generation Y wants to know why! Today’s youth are curious, they want the facts, they want the hard data, and most of all they want the truth. Advertisements and creative marketing tactics do not easily sway this group. They do their research before they believe most things they hear and see. Purchasing behaviors of Generation Y show that the group is extremely brand conscious as well as brand loyal. Consumers in this group are willing to pay the price for brand name goods as long as they find value and quality in the product. With this unique generation comes an exceptionally fascinating approach to higher education. College is no longer just a place students
go to further their knowledge; in fact, it’s now fashionable, hip, cool, and quite image-defining. Traditional structured forms of communication do not work well with this generation. They like to experience things themselves and figure out the answers rather than being told. They desire the freedom to choose and do, as they desire. When communicating with Generation Y colleges need to be real, be raw, be relevant, and focus on establishing relationships. The purpose of this paper is to better understand Generation Y, gain a sense of what criteria are important to them in choosing a college, and to determine what implications this has for colleges and universities.
Author’s Contact Address: Leslie A. Goldgehn, Ph.D. University of San Francisco School of Business and Administration 2130 Fulton Street San Francisco, CA 94117-1080, USA Phone: + 1 415 924 5062 Fax: + 1 415 924 5063 Email: [email protected]
Keywords: marketing, branding, Generation Y, recruitment, admissions, higher education
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Background Developing brand identity is critical to the success of institutions of higher
INTERNATIONAL JOURNAL OF EDUCATIONAL ADVANCEMENT. VOL.5 NO.1 24–34 ª HENRY STEWART PUBLICATIONS 2004. ISSN 1744-6511.
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