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Bloomberg Businessweek Gets Pushy with New Campaign Targeting Millennials

Posted by Sheila Shayon on May 22, 2013 07:36 PM

It's graduation time and many of those college graduates are moving back in with their original roommates—their parents.

Bloomberg Businessweek is targeting twenty-somethings with a campaign encouraging those ‘boomerang kids’ to head-out on their own with the lure of a one-year subscription to the magazine. The “Bloomberg Businessweek Gets You Ahead” campaign website offers 42 e-gift cards that parents and friends can send to Gen Y-ers still living at home for an added kick in the behind—and a good laugh.

The cards are designed to be sent with 12 free issues of Bloomberg Businessweek, either in print or on the iPad, and physical renderings are available at stationery chain Papyrus. 

According to The Pew Research Center, “The share of Americans living in multi-generational family households is the highest it has been since the 1950s, having increased significantly in the past five years. Adults ages 25 to 34 are among the most likely to be living in multi-generational households: In 2010, 21.6% lived in this type of household, up from 15.8% in 2000 (the vast majority were living with their parents)."

A Bloomberg Businessweek rep said the 18 to 31 target demographic that's living at home is a "growing demo" and the campaign "is not too subtle, and that's what we liked about it." A recent Time cover focused on millennials, labeling them "entitled narcissists," which quickly spiraled into an internet meme

One thing's for sure, Bloomberg's 'Gets You Ahead' campaign is a welcome departure from the usual "get 12 issues for the price of 6" and if nothing, it may at least get more millennials reading. 

Comments

Shelby United States says:

I'm a part of Gen-Y. Not the biggest fan of the ads. I feel very lucky to have figured out a plan to finish  school, snag a relevant job and live on my own very soon after. Despite this, I completely understand why several friends are still living at home (also working relevant jobs) and why their parents are okay with it. I think the ads share only one perspective that the reason Gen-Yers live at home is because they are lazy - and that this living situation is not welcome to the parents. I do not believe the parents who feel their kids should read BW are the same parents who want to throw their kids out on the street this very minute (because the kids are unmotivated and taking advantage of their parents). My friends have plans to move out in the months/year; many have been able to make moves in the past few months. Many of them pay money to their parents to help with utilities and food costs. Their parents know their kids are being responsible by living at home and planning for their futures in the best way possible (while trying to save for a place of their own AND pay off student loans at the same time).    

May 23, 2013 12:39 PM #

Marcenaria em São Paulo Brazil says:

It's a little infographic but it has to be like that for a good final understanding

May 23, 2013 03:02 PM #

Shasur M India says:

The latest PEW research shows that more Gen Ys are addicted to Mobile / Tablet etc. There are also some alarming trends in it. BusinessWeek can capitalize by targeting its iPAD version to the Gen Y

May 27, 2013 07:41 AM #

News United States says:

I like this  site  very much, Its a  really  nice  billet  to read and  receive   information. "You have to lead people gently toward what they already know is right." by Philip.

May 28, 2013 06:53 AM #

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