Who are these people --- the members of Generation Y? They are entering their mid-20’s and they watch reality television and MTV. They are 71 million strong in the US and they are the next group that we will want to motivate and reward in the business world.
Thanks to a study done by the Zimmerman Agency, we are told they are cautious, fearful within their communities, and mistrusting of the media and corporations. They are prone to a shorter attention span, stimulation overload, chronic boredom, and attention deficit disorder. They want more interaction in their activities.
Surprisingly, they have more conservative values than their parents and they don’t admire most public figures. (57% say they most admire and respect their parents!) Still, they are very accepting of nontraditional family types, all sexual preferences, and mixed cultures.
They are also optimistic about their earning power and many see money as the means to improving their lives.
What does this mean to you as an incentive practitioner? First, you will have to change your mindset when you are working with a Generation Y audience. They will be skeptical and you will have to reassure them of the merits of participating in an incentive program. Let them register online making it quick and easy --- and fun!
Second, your promotion will have to be filled with attention-getting devices, quick sound bites, and interactive opportunities. Create a cartoon character (think Bart Simpson) who can be your online communicator with brief promotional messages. Let participants ask that character for their standings and other pertinent information --- and, of course, let that character get them their answers.
Finally, the delivery of rewards will change similarly. Ask qualifiers individually what they want to do and build those options into the program. Allow enough free time to let participants go there own way.
Generation Y is coming up on the horizon and motivating them will generate solid business for corporations and suppliers alike. Think they’re too young to think about? Now’s the time to hang with these cool guys!