Meet a curator of cultural context (and hot dog prognosticator)
After a decade of drama during which Generation Y grew through key lifestages and life-changing world events, we think it’s time for an updated memo on this demo. And who better for this task than trend tracker Jane Buckingham, who’s been keeping tabs on youth culture since millennials were optimistic, overscheduled tweens with unlimited allowances?
For the past 15 years, Buckingham has schooled brands on the ABCs of cool while preaching the need to understand the deeper, different drivers for generations X, Y and Z. She founded The Intelligence Group (since sold to talent firm CAA) and is now President of Trendera, a New York marketing/ consulting firm. Trendera issues monthly and seasonal reports to update Fortune 500 clients on what’s shaping young people today and why.
Buckingham’s infinite hyphenates include teen author-TV host-mom-philanthropist-marketer-manager-all around go to gal. Not the least of her accomplishments: making these achievements look manageable and by no means a motive for justifiable homicide by uni-tasker pals like Becky Ebenkamp, who interviews her below.
Yahoo! Advertising Blog: Let’s talk technology. What’s on your radar right now, Jane?
Jane Buckingham: Technology is all about moving to the cloud. That’s not only a tech phenomenon, but also a generational one, I think. We’re moving toward a generation that’s just so comfortable with lack of permanence. Gen X felt ripped off as things got taken away from them… They like to own things and know where their stuff is, they buy houses. Gen Y is the disposable culture: They switch their handbags, they’re nomads, they move from place to place. They are happy streaming music and playing games online. They’re comfortable with virtual goods, so for them, it’s totally fine to have everything in a cloud where the technology grows and grows---it doesn’t have to live on your desktop. I think we’ll definitely see a shift to that.
YAB: Your latest Trendera report includes a “Redefining Gen Y” chapter. Demographers gave us dossiers on these kids before “life” happened...
Read More »from 7 (or so) Questions With Yahoo!: Trendera President Jane Buckingham