Are you YAWNING?

Being a YAWN is all the rage these days. According to The Sunday Telegraph of London, “They are a new breed of Gen Xers and Ys, Young and Wealthy but Normal, or Yawns.”

A what???

“They drive hybrid cars, if they drive at all; shop at local stores, if they shop at all; and pay off their credit cards every month, if they use them at all. They may have disposable income, but whatever they make, they live below their means in a conscious effort to tread lightly on the Earth. Yawns sound dull, but they are the new movers and shakers, their dreams big and bold. They are men and women in their 20s, 30s and 40s who want nothing less than to change the world and save the planet.”

CNN.com posted this great article about this new phenomenon and the potential effects it may have on spending in the coming years. Check it out here.

This article makes me think of a new philosophy we are trying to integrate into our outreach efforts with one of our clients. We are working to promote the positive experiences that customers get from using the service. The idea of making the actual experience more worthwhile, leaving the customer with a feeling of accomplishment and that they have done something meaningful seems crucial to targeting a YAWN.

If you are working on a green initiative for a client or trying to influence influencers, the Earth-consciousness of the YAWNs is something to consider.