The document discusses the characteristics of the "BubbleGen Consumer" generation aged 15 to 25 years old. This generation came of age after the dot-com bust, is technology savvy, multi-racial, and urban/suburban. They reject overly commercial content, don't watch much TV, and rely on opinions of admired celebrities rather than traditional advertising. To reach this emerging market, companies need to actively campaign through word-of-mouth and social sharing, build friendships, and tap into their social networks rather than using traditional commercial tactics.

1. GM, Dell and Nike: Why the Bubble Generation Won’t Buy from You 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