Little People — Big Spending Influence

It's more than CDs and baggy clothes — Gen. Y may havebigger buying influence than you think. Information compiledby KGA Advertising, a Middletown, Conn., full-servicemarketing communications firm, indicates youth between theages of 12 and 17 years old have a great deal of input onfamily-oriented purchases, including big-ticket items like carsand houses.

The majority of American households now have both parentsworking, so it follows that this generation is moreself-sufficient and mature than previous generations. And theKGA group suggests that today's parents tend to give thepreferences of their children considerable weight.

Gen. Y likes to be entertained, reminds KGA. This groupresponds to street marketing, or localized or personalizedmarketing that entails special events, giveaways and samples.

More information on this demographic is available by loggingonto www.kgaadv.com or calling 800-303-6626.