Generation Y don’t want cheap – they seek ethical behaviour.

Today’s young adults born after 1980 are known as Generation Y or the millennial generation – research indicates that they would rather experience life and be happy than buy new things (Forbes). How can the cost-leadership model align with this? An example of value migration in full force – post shares and views amounting to nearly 250k on the articles above prove this. If we look at Sports Direct Shares below (, we can see a significant decline over three years which may be due to a shift in lifestyle and not addressing the needs of Generation Y. Smart businesses will be adapting their offer to include the needs and align with the values of Generation Y.  A New York Times report says: “Rather than chasing the money, they (Generation Y) appear to want a career that makes them happy — a job that combines the perks of Google with the flexibility of a start-up“

Millennials want business owners to be different and show the love

There are three reasons millennials buy products or services, according to Josh Dykstra of Fast Company; they want to do something with the product, they want to tell others about the product and/or they want a product that says something about them. Millennials also care deeply about the well-being of the planet. Millennials understand that many products and services are made overseas, and they are not happy or confident that these products were made by people who were treated fairly! Millennials are employees and customers.

Not forgetting other generations, there is a general trend towards wanting to know where our products are made. We want convenience and quality over cost. Most of us know that if we buy cheap, we pay twice. We want to buy from people who are fair and ethical – that’s why there are so many comparison sites show pros and cons as well as cost. The proof is looking at the number of shares and likes on the articles I mentioned above.


I am experienced in UCD, CX/UX, UI, IA, and Design Thinking, I bring over 17 years experience of end to end user and customer focused experience covering such elements as: User Stories, Personas, Scenarios, Content Inventories, Data Analytics, AB Testing, User & Stakeholder Surveys and workshops, Concept Maps and Project flows, System Maps, Storyboards, Wireframes and of course Prototyping in Omnigraffle, Axure, Uxpin, Sketch & Photoshop an many others if required. Using the latest implementation methodologies and human centered design, innovation and programming. I have a proven ability in all business sectors, having worked with some of the largest company's in Australia and across the world. I have a strong knowledge in social media, marketing, and application development for both mobile devices and desktop interfaces. Being also experienced in Graphic design solutions, SharePoint Flash, ASP, HTML, HTML5, XML, CSS, DHTML, XHTML, Java, Java Script and programming I have knowledge in most codes, but am always willing to learn more. I have proven ability in leadership and mentoring skills, as well as strong skills in the areas of social media, marketing & application development and mobile device UI/UX. I have flair for creative design thinking and pick up things quickly as well as organizing and problem solving. I have the ability to manage other team members on and off site as well as planning of business and project development to meet the company’s needs as well as the clients. I have worked with all levels of business. I am adaptable, level headed, with a love for design and a strong creative team leader.

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