Aren’t there some universal truths about what it means to be young? Idealism, rebellion, individuality, peer pressure, fashion/superficiality, etc.? How is this new generation of youth responding to these issues differently than previous generations?

Apple, Trader Joes, In-and-Out Burger, Coca-Cola and Google to some degree are brands that have massive multi-generational appeal. Every year, I work with a wide variety of bankers (most often well into their 50s) who consistently tell me that Trader Joes is one of their all-time favorite brands. Does Gen-Y like Trader Joes for different reasons? I have been using Apple products since 1985 because I like “going against the grain” and “being my own person.” And Pepsi has been the “Choice of a New Generation” since 1984. How does Gen-Y relate to this long-established, multi-generational brand differently than Gen-X or Boomers? Because in a lot of instances, it sounds like Gen-Y is just waking up to the brands other generations have known about and loved for a long time (and even embraced by Gen-X and Boomers when they were young).

Perhaps what these companies teach us is more about how strong brands remain relevant over time than what they reveal about Gen-Y. (Think about all those fashion brands that endure from one generation to the next.)

To learn the most about Gen-Y through the study of brands, it seems like the best brands to dissect would be those exclusive- or predominated by Gen-Y: Facebook, UnderArmor, Lady Gaga, Shaun White, etc.