Rebellion From Generation Y

Generation Y in its entirety proves difficult, if not almost impossible, to market to as a whole. Throughout our research we divided Gen Y into four main groups, possessing subgroups within those. The line of separation, think of it as an equator, serves as what's "mainstream" with Gen Y, typically a product or brand reaching market saturation. Groups falling below this equator are associated with "rebellion" with groups above the equator associated with "traditionalism." Today's blog details the two main groups falling below, while next week's blog will follow the above.

Below the Equator

Mainstream Rebellion
Directly below this dividing equator lies the Mainstream Rebellion segment, the fiery outcasts that purposely choose the brands and products with images opposite of pop culture. Although they are following the trends that defy this traditionalism, they are choosing the brands and products that are popular with other Mainstream Rebellers.In essence they still want to fit-in, but with a group other than the average "popular" individuals.

Example
Hot Topic. Their clothes are dark, the music is heavy, and the image basically says "Look at me. I'm not pop culture." Typically, members fitting into this segment of Gen Y do not innovate their own trends, yet follow the trends set by the Rebellion Leaders and popular "rebellious" brands. They are Mainstream Rebellion.

Rebellion Leaders
Follow the spectrum even lower and you reach the Rebellion Leaders. This segment is significantly smaller and even further away from the "mainstream" equator line. They are the rebellion innovators, who defy any form of pop culture trends. They are the hardest segment to reach, as your brand or product cannot become popular with the general public. You immediately lose their interest once it does, and they will look for other new, "anti-pop culture" brands and products.

Example
Marilyn Manson started with attracting the Rebellion Leaders. As they began wearing his shirts and promoting his music more, however, Manson quickly moved into the Mainstream Rebellion segment. Once saturating that market, showing up on MTV and making VH1 News Headlines, the Rebellion Leaders quickly began searching for the next newest thing. They are Rebellion Leaders.

Keep in mind that these groupings are a generalization. Many factors can influence how Gen Y acts or conforms together such as geographic location and availablity of resources. Friday's Gen Y blogs will continue to peer further into these varying groups and their influencing factors.