Advertising to the Y2K generation? Try again. The generation that will be first to define brands vs. having brands define them has arrived. Rather than simply “studying” them, bring them into the creative process. Your brand will be more successful if it is “branded by the people.”

The relationship between brands and the Y2K generation is difficult, conflicted and fascinating. The days of marketing “to” this consumer are over. It is now all about “collaboration” and “co-creation.” And not just via your branding and design agency… with “the people” themselves. Your brand is what “the people” think it is. How they share it, post it, think it, wear it, talk about it, modify it and live it. Scary? Nah… Exciting and limitless? Yes!