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Article: It's a Y world: generation Y is distrustful of advertising ambivalent about branding and hates the hard sell. Too bad these 70 million young renters are saturating the apartments market.
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- Units
- Article date:
- February 1, 2006
- Author:
CopyrightCOPYRIGHT 2006 National Apartment Association. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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It's Thursday night and the local sports bar is packed. In the dimly lit room, dozens of 20-somethings line the counter and fill the booths, watching the game, enjoying an appetizer and hanging out with friends. Whether they realize it or not, they all have one thing in common: They are helping ING Clarion lease apartments.
Call them Generation. Y, Echo Boomers or the Millennium Generation; these young adults are flooding the housing market. in record numbers. And Virginia Love, Training and Marketing Manager for ING Clarion, is anxious to tap their buying power. To do that, Love will have to implement creative marketing strategies never before employed by ...