2/1/2002 - The Kellogg School’s Zell Center for Risk Research recently hosted, The Risk of Misreading Generation Y: The Need for New Marketing Strategies. Internationally renowned academics, advertising executives and corporate leaders traveled to Kellogg for the two-day marketing conference. The opening keynote address was provided by Levi Strauss and Company, president and CEO, Phillip A. Marineau (KSM '70). Marineau’s complete address is available in a two-part, online video through the links on the right.

Philip Marineau '70 Part 1

Philip Marineau '70 Part 2

The conference also included three interactive panels with senior-level executives from several corporations, such as Harley Davidson, General Motors, Microsoft and Leo Burnett USA. The experts addressed how companies can successfully and strategically reach the technologically savvy and ethnically diverse Generation Y, a market defined as those born between 1977 and 1995. Generation Y is the largest demographic group in the United States and will soon pass the baby boomer generation as the most important decision makers in the country.