Understanding Y

CHAPTER 9 Engaging Y

Scott Broome & Stacey Taylor

Each generation imagines itself to be more intelligent than the one that went before it, and wiser than the one that comes after it.

George Orwell

In recent times, Gen Y has emerged as one of the most complex demographics to engage. Compared to previous generations, the critical Gen Y audience has become seemingly anesthetised to traditional modes of engagement. However, by understanding the various motivations that drive the Gen Y segment, strategic rules of engagement can be employed in order to communicate with them effectively.

Securing the undivided engagement of a person or group has always been a complex and arduous task. When engaging a specific person or group, an accurate understanding of their motivations is crucial. Recognising and understanding a person's motives is necessary to spark their interest and involvement. Inspiring them to participate in a particular task or activity will strengthen and deepen the subject's initial interest. When a person contextualises information in a meaningful way, they form a relationship with that content — and want to demonstrate a level of commitment to it. Establishing this commitment stimulates an underlying need and is considered a form of effective engagement.

The methods used to engage Gen Y are often manipulated to suit varying environmental settings. Capturing Gen Y's attention in the workplace will require a starkly different approach to engaging Gen Y in a consumer ...