Generation Y, in recent years the darling of marketers and advertisers, has no spending power according to research featured recently in The Australian.
Marketers have discovered this is a generation of teenagers and twentysomethings with little or no income and no spending power beyond keeping their mobile phones charged. But advertisers have been aggressively targeting this market, often forgetting the "cashed-up, debt-free thirtysomethings and older".
"...People always want to be on the cutting edge, so over the past couple of years it has all been Gen Y, Gen Y," says social researcher Mark McCrindle. "But as for getting them to spend money, when it needs to be justified, people are taking a few steps back. Generation Y has no spending power."
McCrindle also believes that "fickle" Gen Y have no brand loyalty, another reason why advertising dollars may be wasted on them, unlike older generations who have the spending power.
"You just have to look at boomer women," says Gill Walker of advertising agency Evergreen. "Boomer women have doubled their consumption of alcohol in the past 10 years. The same goes for overseas travel. Generation Y are simply not as profitable as the boomer generation."
Gawen Rudder of the Advertising Federation of Australia believes age-shifting will have a profound effect on media and marketing.
"We have basically age-shifted in a way," Rudder says. "Ten-year-olds are what 15-year-olds and 16-year-olds were a decade ago. Fifty is the new 30."