Fri, April 24, 2009 - 8:11:17

It’s Better to Give

In the 90’s it was Gen X, in the aughts it was Gen Y, now a new generation of consumers has emerged and it’s called Generation G.  If you read the February Trendwatching report that we just can’t stop thinking about, then you already know how this fascinating new demographic is changing the face of marketing, but if not it’s time to take notice.  In today’s recessionista culture, where corporate distrust is rampant and conspicuous consumption is so passé, companies are learning that the best way to attract favorable attention is through a G-word not often associated with big business:  Generosity.

From the grassroots movement for change that elected our president to the simplified approach to life has made blogs like Zen Habits a hit, there is a palpable value shift occurring in our society that is refocusing our attention from the grand scale to the scaled down.  At the center of it all is a group of community-minded individuals who find satisfaction in the give, rather than the get.  By focusing on the small things that matter to people like these, smart businesses can harness the power of small to capture the attention of Generation G.

Although large gestures, like multi-million dollar charitable donations can certainly help companies ingratiate themselves with Generation G, the small stuff really makes the difference.  From McDonald’s recent giveaway of free McCafé coffees on Tax Day, to free parking for Lexus owners at Alicia Keys’ summer concert in New York, the relatively inexpensive gestures companies are making directly to consumers is helping to not only to repair corporate images, but to remind customers why they love particular brands, one small thing at a time.

Have you read the Trendwatching report on Generation G?  Let us know what you think of it with a comment or tweet with us @ThePowerOfSmall.

Posted by Linda and Robin