The document discusses the characteristics and preferences of the "BubbleGen Consumer", referring to people aged 15 to 25 who came of age after the dot-com bust. It notes that this group is technology savvy, multi-racial, and both urban and suburban. They reject traditional media and commercials, are very mobile, and are both social and private. They prefer discovery over traditional search and selling, and are influenced by celebrities they admire. They want active interaction over passive purchasing and see targeted pitches as violations. The document advises tapping into their social networks through word-of-mouth campaigns and acting as a friend to reach this lucrative emerging market.

1. GM, Dell and Nike: Why the Bubble Generation Won’t Buy fromYou Tom Hayes TomBomb.com

2. The BubbleGen Consumer 15 to 25 Years Old Came of Age after Dotcom Bust Technology Savvy Multi-Racial, Urban, Suburban, Edge

3. The BubbleGen Consumer The don't watch a lot TV or employ much traditional media They don't tolerate commercials, and don't have to They are very mobile They are social and private at the same time They reject overly slick (inauthentic) content and messages

4. The BubbleGen Consumer Instead of search and sell, they are into "discovery" They rely more on "alpha consumers" for their buying cues--people they admire, celebrities They want active interaction, not passive purchasing They have set boundaries outside of which your pitch is a violation All they hear is noise--so quiet down

5. The BubbleGen Consumer What can you do to reach this lucrative emerging market? They are into sharing--Referral is a form of sharing They can be reached by "work of mouth," so actively campaign Tap into their social capital fund, be a friend