Gen Y's on to you!

In a recent blog, Paula Zargaj-Reynolds lists the top 15 most trusted brands among consumers ages 21-27. The list is as follows:

Apple
Trader Joe's
Jet Blue
In-N-Out Burger
Ben & Jerry's
Whole Foods
Adidas
American Apparel
Target
H & M clothing stores
Levi's
Volkswagen
Converse
Vitamin Water
Red Stripe Jamaican beer

Notice anything? I do!
Most of these companies do not use overt or pervasive advertising directed toward Generation Y. Another common theme is that all of these companies practice corporate social responsibility.

As part of Generation Y and as a Public Relations student in the School of Journalism and Communications at the University of Oregon, I like to think that I can detect intrusive and pervasive advertising aimed in my general direction... and it offends me. Along with most of Gen Y, I believe that I am not as easily affected by propaganda, but I could be wrong. The new kind of advertising involves a lot more than millions of dollars spent on fancy tech-ads or funny beer advertisements; it involves being involved. Gen Y likes to know that the products they purchase are made by environmentally and socially responsible corporations.

Walking the walk is a lot more important than talking the talk. This generation can find out whether a company is truly involved in making positive changes or if they simply say they do to gain our respect. One of my favorite campaigns is the "Truth" anti-tobacco campaigns. One television ad by the "Truth" campaign shows people being good citizens by throwing away a piece of garbage or helping an old woman across the street, the only catch is that after they complete their "kind act" they make sure everyone knows (yelling "I just threw some garbage away, and it wasn't mine"). The ad ends noting that a cigarette company spent thousands of dollars for charity and then spent millions advertising it.

The tricky part for advertisers targeting our generation is to advertise without advertising. Sprite caught on to this and tried to develop a campaign using reverse advertising. Like reverse psychology, our generation wasn't having it. The campaign didn't work. Gen Y recognized their ploy and rejected it right away. The ad was like hearing my parents try to use words like "hella" or "badass," it just doesn't fit.

My best advise for companies trying to target our generation; don't appear like you're trying, 'cause we'll catch on!