A marketing warning
in a bowl of cereal

breakfast-1149903_960_720EACH TIME A NEW generation rises, supposedly every 20 or so years, two things happen.

The first thing that happens is that someone decides the new generation needs a name. There have been deserved names like “Greatest” and creative names like “Baby Boomers” and “Baby Busters.” As for names like “Generation X,” “Generation Y,” and “Generation Z,” they seem to show that whoever has the job of thinking up generation names has gotten really bored.

The second thing that happens is that marketing people who write articles and speak at conventions—yeah, people like me—drone on in hopes of sounding smart about the unique marketing challenges that each new generation presents.

Which I shall now proceed to do, based on a new
insight from global research firm Mintel

It appears that Gen Y, aka Millennials, now lays claim to posing a marketing challenge that no one anticipated. A recent Mintel survey reveals that nearly 40 percent of Millennials aren’t terribly keen on eating breakfast cereal …

… because cleanup after a bowl of cereal is such a major pain.

It’s perfectly understandable if you take a moment to think about it. I mean, you have to close and put away the cereal box and then rinse or, worse, wash and put away the bowl and spoon. If that’s not arduous and unreasonable, I don’t know what is.

Everyone appreciates simplicity and ease, but 40 percent of Gen Y-ers have managed to carry it to the extreme. This is an insight that may help cereal marketers sell more cereal, fire a warning shot across the bow of anyone thinking about marrying a Gen Y-er, and, not to be overlooked, prove instructive for financial institutions. Consider the growing chunk of your customers that Gen Y respresents. If rinsing a bowl is too much work for them, your financial apps had better require as little thought and effort as possible.

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