Open Access

Natalie Chimiak

• Purpose: This research aims to analyze Generation Y, also known as Millennials in order to understand how companies can successfully address the members of the Generation, when introducing new technology. As Generation Ys influence on the market will be tremendously increasing it is important for marketing to understand the trends and behaviors that drive the Millennials buying decisions. The aim is to create understanding about changing trends and dependants that play a role in the Millennials behaviors and determine their values and attitudes towards new technology products. Method: Best practices were elaborated from secondary data in form of scientific literature, primary data in form of research though a survey on Uber and case studies on Apples iWatch as well as Googles "Google Glass" Conclusion: Millennials are a very complex generation. Therefore there is a lot to consider when marketing to Millennials should be effective. As Millennial cohorts change rapidly, marketers need to address its members in the right way to ensure sustainable results and effectiveness. In a changing environment they need to be one step ahead of trends and act as peers rather than treating Millennials as their target group. Millennials like experiences, therefore a good brand communication is essential to create trust and brand commitment.