Harvard Business Review has been running an excellent series of simple management tips across a range of relevant business topics as diverse as dealing with “email dysfunction” and “making small talk with the big boss”.

A recent offering from the Review deals with building “better working relationships with Gen Ys”. This topic has intrigued DSEG for a number of years from a sports marketing perspective in trying to understand and capitalise on Gen Y behaviours.

The three Gen Y characteristics cited by HBR were also prominent in DSEG’s research:
1. They are immediate
2. They are informal
3. They learn with others

Gen Y represents more than 20% of the overall population and failure to understand or tailor marketing programs to their habits is a recipe for disappointment. This is particularly relevant when dealing with new technology and other rapidly evolving consumer goods that appeal most to Gen Ys. When properly harnessed, Gen Y traits can be a marketer’s dream as they look to constantly update their cars, computers, houses, jobs etc. Leading research agency, McCrindle Research, recently opined,

“For Generation Y change is like the air they breathe. They keep up with the changing technologies, move house more frequently than the average, have just come out of an education system that has offered greater subject choice than ever and so at this stage of their life variety is all they've known.”

The unique attributes of Gen Y dictate that every sport, venue, league and professional team needs a specific Gen Y marketing strategy to optimise future revenue growth.