 Generations XYZ: Piercing the Veil of Skepticism (Case Study) Last month's Getting Attention answered a reader's query to Ask Nancy on how to raise awareness of domestic violence and related services. I made several suggestions to SAFE and asked for your input. First of all, thanks for all of your great ideas. I was impressed by the many recommendations you submitted, and I'll share them with you over time. I was particularly struck by the following recommendation: Start with the teenagers. It's a safer way to get the message out to adults because even adults who are abusers don't want their kids to suffer:Youth. We all (ok, many of us, especially those over 30) seem to be looking to youth as the saviors for all causes, as advocates, donors, volunteers, and behavioral models for their peers. Well, that's on target. They're the ones who are our future. But how do we reach Generations X, Y, and Z? First, to define (loosely): Generation X, ages 24-32 years Generation Y, ages 16-24 years Generation Z, ages preteen-15 years. How do we engage this group which – more than any other – is inundated with marketing and communications and highly skilled in filtering it. All of our communications reach this group in the midst of billions of other messages. XYZ respond to this barrage with a healthy dose of self-protection, registering only the top priorities. So how do we pierce the Generations XYZ's veil of skepticism? How do make sure our messages make the cut? I heard this same call to action ("We need to engage youth. They're our future.") recently from an environmental client. Founded mid-20th century, this organization's loyal following is fading away. Yep, youth are their future, but how to reach them, build awareness of the issues, change behavior, and engage them in the cause? Obviously, reaching XYZ requires unique strategies, tools, and messages. Online is king. Immediacy, strong statements, and sharp graphics are a must. The environmental organization's current constituencies aren't heavy web or email users. XYZ are. The organization could make assumptions about their current constituencies; with XYZ they can't. So what are the next steps, and the directions for the future and future generations? © 2002-2008 Nancy E. Schwartz. All rights reserved. About the Author Nancy E. Schwartz helps nonprofits succeed through effective marketing and communications. As President of Nancy Schwartz & Company (www.nancyschwartz.com), Nancy and her team provide marketing planning and implementation services to organizations as varied as the Robert Wood Johnson Foundation, Center for Asian American Media, and Wake County (NC) Health Services. Subscribe to her free e-newsletter "Getting Attention", (http://www.nancyschwartz.com/getting_attention.html) and read her blog at http://www.gettingattention.org for more insights, ideas and great tips on attracting the attention your organization deserves. NOTE: You're welcome to "reprint" this article online as long as it remains complete and unaltered (including the copyright and "about the author" info at the end), and you send a copy of your reprint. Print this article Back to article archive Contact us today. © 2002-2008, Nancy Schwartz & Company Revised April 12, 2008 |
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