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3x5 cards in shaking hand. Palms sweating. Tension from 30 pairs of adolescent eyes watching. Waiting. The steady buzz of the overhead clock's second hand rotating, round and round and round made me conscious of the seconds that passed. I swear this class had never been so silent.

I started with a question to pique their interest—classroom involvement meant extra points. "Don't you hate it when you're reclined on the couch in front of the TV. You've just nested yourself in a blanket, propped your feet on the coffee table, popped a handful of Orville Redenbacher's tender kernels in your mouth and…the phone rings."

This speech was, of course, given before cordless telephones or remote control; two blessed conveniences that grant us the freedom to remain on a couch while we command the world around us. It was at a time when I wanted nothing to interrupt my weekly fix: Charlie's Angels, Love Boat, and Dallas. I was hyper-pubescent; a "tween" in today's terms. And this was my eighth grade persuasive presentation. My communication skills were being tested. I challenged these telephone-dependent kids to consider their lifeline to the outside world as nothing but an annoyance. That would be like telling today's tweens that the internet is a waste of time.

Was I able to persuade? By the end of the three-not-a-minute-longer presentation, my classmates did indeed agree that the telephone was quite a pesky utility. I think it was the idea of bothering them when they didn't want to be interrupted that got 'em. And thus, my first lesson on the effects of using just the right language to persuade.

I knew my audience and coaxed them to believe my admittedly absurd statement by simply recognizing their frustrations and sensitivities and addressing their needs.

When I moved to Minneapolis three years ago, I chose not to have a TV. For two years I enjoyed the sound of nothing and filled my pastime with other forms of entertainment: reading, writing…the telephone. It was a deliberate decision. As the typical Gen Xer, I didn't want to be reached. The embarrassing irony is that, at the time, I worked in one of the world's premier advertising agencies. I was hiding from the world I was partially responsible for creating.

And now, I'm asked the question, how do we market to Gen Y, tweens, Echoboomers—people who thrive on their individuality, being different and staying clear of the masses. How do we find them, reach them, and connect with them?

What a paradox: mass communicating to a group that doesn't want to be part of the masses.

The reality is that, unlike me and my fellow Gen X societal misfits, the New Consumers aren't hiding. They don't want to be invisible. They just don't want to be clumped together and spoken to as, well, a clump. They want to be talked to as individuals with unique tastes.

We've been bombarded in recent months with information about these New Consumers. We've read facts and figures about who this "free-spending youth market" is. Commonly defined by their purchasing power, we know they are the spendingest group of consumers ever, and this piques the interest of marketers. But if we don't know how to talk to them, in ways they want to be spoken to, all of our efforts, all of our marketing dollars will go completely unnoticed. Worse yet, they may be noticed, but completely disregarded. They don't want to be preached to or patronized as by a parent.

To understand this consumer is to do more than to follow their trends, purchase behaviors, habits, and interests. It is to get inside the heads of these young people. There is a lot going on in there. They are impressionable and in search of themselves. Our words must be sensitive to their exploration.

MY ETHICAL SOAPBOX

I fight the ethical battle of marketing to these so-called free-spending youngsters all the time. After all, they are teens discovering the world around them, experimenting. They are hardly self-sufficient. Now more than ever, as they are getting mixed messages from their parents, they need guidance. They need support—a safety net. They look for it.

So, we must market responsibly. Since they are influenced by example—talk to them with honesty and integrity. As they are smart and skeptical—talk to them with intelligence. Because they are thought leaders and visionaries—talk to them with respect. And remember they want to be spoken to, not marketed to. It's not about how they can look better, get the right girl, or have buns of steel in two weeks, but how they can feel better about their being. In their worlds of confused values, blurred roles, and overtly wide-open communication, they are looking to everything around them for guidance. As structure fades from their lives, our brands can help them define their identity.

As consumers we're all copycats buying the same stuff. It's how we strut that same stuff that makes us different. With more purchase options than ever before, New Consumers are experimenting with the choices they have as a way to claim individuality and independence. With so many choices, we are lucky that they have selected us. We cannot take them for granted. They are very fickle and the minute they sense that they are simply being marketed to and not spoken to with integrity, they will walk. Our products are not molding them, they are molding our products to fit their personal style.

We must understand who they are and what influences them most, then consider how best to speak to our consumers—The New Consumers.

ADULTS IN LITTLE BODIES/ THEIR HOME LIVES

These progressive New Consumers have very different home lives than any generation in history. Because many of them grow up in single-parent homes, the kids rule the house, primarily out of parental guilt. This guilt plays a strong role in many decisions—bedtime, allowance, clothes, makeup, food. And parents who aren't around much are quicker to buy them the things they want in exchange for good behavior. Parents are friends, not disciplinarians and this mixed signal can have adverse effects on how kids understand relationships, how they identify themselves and what they value as important.

A Newsweek article on tweens which appeared last October states, "Researchers say that overly-compliant parents will give these kids a distorted view on their place in the world, ending up self-centered, self-absorbed, incapable of managing a successful social life, spoiled and unhappy because they are never going to get their way all the time…There's been no increase in the values that help a kid get through the confusion of life in a steady, productive way." As a result of this loose interpretation of identity, self, and values, these kids are desperate to feel that they belong. And having the right "stuff" is the fastest path to acceptance. They have an insatiable desire for the latest in everything, even wearing sexy clothes and provocative makeup. How they look is how they measure their self worth—their coolness. After all, they are kids of Baby Boomer families. They have been exposed to the finer things in life.

The tangled roles of parent/child are meshing. These kids take on domestic responsibilities. Unlike typical Brady Bunch chores, they are expected to help run the house. On top of school, extra-curricular activities, part-time jobs, and homework, you'll find these kids making dinner, walking the dog, grocery shopping, cleaning the house, mowing the law, babysitting, working on the computer.

Nearly half are children of divorce and often their daily thoughts are about their parents' discontented relationships. They even feel partially responsible for their troubles or their last fight. For the remaining 50 percent, time together as a family has been shaved to a mere few hours in the evening. Parents are giving later bedtimes and much of the interaction is in their kids' bedrooms. The walls of parental-privacy have been severed. Parents interact differently now with one another…losing intimacy between themselves.

As a result, these kids have a very confused understanding of adult relationships. "Psychologists worry that in their rush to act (and think) like grown ups, these kids will never really learn to be grownups, confusing the appearance of maturity with the real thing. What we're seeing is a superficial sophistication."

EDUCATORS INVEST IN THEIR FUTURE/ FILLING A VOID

These young people are the most diverse generation in history, not only because of their home lives, but also because of the demands put on them at school. Their academic experience is making them more aware of personal and social responsibility. Intelligence is not only defined by grades, but by team activities and participation in community service.

Despite projections that they are to become the best-educated generation in history, because of the recent outbreak of civil wars on local school grounds, more kids say that they don't feel safe in school. It's a generation that has to take responsibility for themselves. As a result, many companies, organizations and school boards are relieving some of their stress by helping kids understand and respect life values.

Some companies are taking action through clothing and school bags with printed non-violence messages. Partnership for a Drug Free America encourages teens to refocus their quest for a "high" through success in life. Teach For America is an organization that places recent college graduates in under-resourced areas. They teach their students to be future leaders, to give back to their communities and to become productive adults.

The mission of some of today's schools is to build relationships between kids and to strengthen their self-esteem. It's an optimistic generation that wants to give back to society the good fortune that has been given to them. So, teachers are taking active roles in shaping their lives, making them better adults and stronger leaders.

ART AS INFLUENCE/ BOLD AND UNIQUE EXPRESSIONS OF THEMSELVES

Society as a whole is taking a more active interest in the arts. We've witnessed an increase in museum memberships over the past year and more people attended the opera than amusement parks. This trend is certainly influencing New Consumers as they define themselves through much more than just TV. Instead, they are influenced by a myriad of new media: dance, painting, sculpture, photography, film, architecture, design.

This phenomenon cannot be dismissed. There is a greater desire to express individual creativity than ever before. Museums are redefining their space to become more interactive. They are eliminating walls and allowing people to experience the senses with hands-on exhibits. There is an increase in the number of American youth museums, in creative magazines, as well as an explosion of niche "zines" directed at this consumer. This let's-pierce-everything generation has ideas for screenplays, they write poetry, and play gigs in neighborhood shops. We must remember to acknowledge their creativity—it's how they define who they are. Society has become more tolerant of alternative lifestyles. We're crossing ethnicities, cultures and genders in our clothes, food, music, even the people we hang with and date. More and more of today's families are seeing partnerships of different race, age and even sexual orientation. It is this quest for individuality that has made New Consumers so experimental. They look to exterior symbols, brands and images to express themselves‹and their worlds. As marketers, we must create opportunities for them to exercise their freedom, independence, and uniqueness.

A fabulous example of this initiative can be seen in Shine, a non-profit organization dedicated to reducing youth violence. Started by the director of President Clinton's National Youth Campaign, Alan Rambam, Shine provides teens with a website, shine.excite.com, to express themselves through art and poetry about crucial topics close to their hearts: racism, self-esteem, violence. The brand's tagline is "Take a stand; use your voice; impact your world."

Through New Consumers' deep appreciation and interest in the arts and through their quest for individuality, design is a fabulous way to reach, connect with and influence these people. Design, according to Paul Rand—the grandfather of design as art and influence—is about commentary, opinion, a point of view, and social responsibility. To design is to add value and meaning, to illuminate, to persuade, to amuse. What better way to reach a group that is searching for themselves than through a medium that celebrates the individual, broadens perception, magnifies experience, and enhances vision.

There is a current movement in the world of design called the New Sensuality, which is about "getting in touch with ourselves again." It's a philosophy that challenges us, as designers, marketers and consumers to strip away the superfluous and come to grips with the obvious—the soul of a product. New Consumers need a gentle guiding hand and our brands must take them there. If they are into discovery and interpretation, then allow them to discover you, analyze you, and spend time with you. The more they do, the more they will associate themselves with your brand. They are far from brand loyal as they demand choices to reflect their individuality, but they won't hesitate to wear your logo on a t-shirt if it makes the right statement. If you can connect with their soul, you've made an impression.

CONNECTING WITH THEIR SOUL/ BEING SEEN AS LEGITIMATE

These are savvy consumers. They recognize the importance of their dollars to marketers. They know they have the power to ask for something and expect to get it. It's the observant brands that have recognized that a customer relationship is a dialogue. New Consumers make demands on brands and how we respond to these demands will shape the future of branding.

Nike, for example, has responded by giving them tools to customize products, allowing them to design their shoes-of-choice on the internet. As a result, they are becoming more involved with the product, spending time with the brand and forming a favorable impression of Nike. Communication has become a two-way street. New Consumers are getting what they want and Nike products are being seen as legitimate.

The key to being legitimate is remaining in-check with your consumer. When 100 Minneapolis inner-city students between the ages of 10 and 15 were asked what they liked best about school, the majority said their school's racial diversity. They like their fellow students and learning so much about so many cultures.

They are a mature audience, capable of feeling deep emotions. Therefore, to be seen as a legitimate brand, we must connect with their emotions through a deep passage—through their psyche: the soul, the spirit, and the mind.

Reaching their psyche—a highly motivational force—can be done by responding to their human needs: survival, esteem, security, belonging, and accomplishment. In essence, these human needs become your tools to help them derive satisfaction on a deep emotional level. Your communications can fill a void by appealing to their needs. If New Consumers need to feel safe, protect them. If they need to feel accepted, compliment them. If they need to feel important, respect them.

So, you're thinking that this is too ethereal to really work, right? We're talking about kids who rate sex, music, sports and fashion as their top interests and motivations in life. But why do they feel so passionate about these things? Because those topics respond to their human needs. Sex, sports and fashion are their greatest source of motivation. I mean, there is nothing more satisfying than sex, right? Why? Because it fulfills a basic human need. I'm not saying sell sex to teens. What I am saying is sell to their soul, sell to their spirit, sell to their mind—sell to their psyche.

As marketers, we have to lead with responsible campaigns and messages. We applaud the efforts of Saturn and Volkswagen for speaking to their audience on a deeper, more emotional level. Saturn's latest work shows vignettes of young drivers talking about their dreams, hopes, and fears. VW's recent Cabrio spot shows teens turning down a raging party to drive reflectively under the stars. It's honest advertising that connects with the soul. Interestingly, they are subtle product spots, describing the brand by depicting their consumer as cerebral: brands for smart, individual, responsible kids. They've become legitimate brands with integrity. What kids wouldn't identify with that?

YOUR WORDS MUST BE MEANINGFUL/ SAY IT HONESTLY

Trends change on a daily basis. We can't define cool because it changes all the time. New Consumers scour magazines, the internet and the street to discover which brands are becoming hot, but not buying until a look or a brand is legitimized through friends. They want to be individuals, but want to look like individuals together. So if they want to look hip, they require cool design and hip, fresh language. Once you say something is cool, it's not. They are savvy consumers and can smell marketing bologna a mile away.

Product legitimacy is key. Know your point of difference. The fewer words you use to describe this difference will create a greater distinction from your competition. Distill your communications focus down to a one-word essence. Use this one word in all forms of communication; logo/graphics, product design, packaging, advertising, selling strategies, promotions/merchandising. This will keep your brand focussed and your image fresh, keeping them interested and you distinct.

Think of today's leading brands: Apple, Volkswagen, AT&T. When they communicated themselves as unique and individual, they became legitimate. All of these brands say one thing, and say it everywhere—through everything.

Apple (different), BMW (performance), Volkswagen (an experience), AT&T (solutions), The Gap (mass chic), CNN (global), Target (easy), Old Navy (group cool).

By associating your brand with one word, you are in effect creating a niche. What one word association would you choose? How would you use this word to communicate your brand as the latest and greatest for New Consumers?

Truth is, if you're trying too hard, it's not natural. Like any personal relationship. If you're trying too hard to be liked or accepted, it's not a good fit. Either something has to change or you must split ways.

The same is true with your brand. If you're trying too hard, then perhaps you're not being completely honest and truthful with what you are—or with what you say you are, but instead retrofitting your brand's personality to seem more appealing. The end user has to believe in what you're saying. If these teens don't believe, it's probably because you're not being honest with yourselves, or with them. Your brand must develop real integrity and honesty. If you have anything to hide, your brand will be destroyed.

The difference between my eighth grade presentation and my real-life job is that in eighth grade, I practiced the art of persuasion. In understanding my audience of Gen Xers—those who were appreciative of the power of remaining invisible, I was able to talk them into agreeing that a common utility was a societal nuisance.

Today, the audience has changed. In speaking to these wildly imaginative, prematurely ripe, open and available New Consumers, I know it's not about persuading them, but instead about talking to them. It's about connecting with their psyche on a deep emotional, soulful level. It's about responding to their basic needs, which aren't being met by others. We are brands for their consumption, and we had better create and maintain a genuine appeal, or they will disregard us, just as quickly as my eighth grade class was persuaded to disregard the telephone.

SOURCE:
Barbara Kantrowitz and Pat Wingert. "The Truth About Tweens," Newsweek, October 18, 1999.