Who are the new yuppies?

It seemed that yuppies was a popular target market for most marketers just yesterday. As a recap, yuppie is a shortened term for young urban professional or young upwardly-mobile professional. A term coined in the early 1980s for a young professional person working in a city.

More segments came along. The Millennials. Then Hipsters. And Millennial hipsters known as Yuccies or Young Urban Creative.

A popular statistic of the Millennial-obsessed is that 10,000 Millennials turn 21 every day in America. (They’ll drink to that! Wine rather than beer, that is.) Of course these folks are digital natives, “the only generation for which these new technologies are not something they’ve had to adapt to. Not surprisingly, they are the most avid users,” a 2014 Pew Social Trends study points out.

Now Yuccies or “the cultural offspring of yuppies and hipsters”. I call them the new yuppies. A basically subset of the overall millennials. This grown-up hipster who lives for freedom, creativity, and the good things in life. Or more specifically, Yuccies are “a slice of Generation Y, borne of suburban comfort, indoctrinated with the transcendent power of education, and infected by the conviction that not only do we deserve to pursue our dreams; we should profit from them. ” as quoted by the folks from Forrester Research.

Yuccies typically eat out and also drinks more coffee than ever before. Millennials say that they are cooking at home more often as many ‘don’t at all mind to do so,’ and about half claim to like to cook. Reasons for eating at home included the price of eating out and the ability to make more healthful, good food at home.

So if you are in the food business, take up these 5 tips to better appeal to this segment.

  1. Offer really good food. Bad food just drives everyone away.
  2. Encourage social sharing and communication in your customer service strategy. Keep them snapping and sharing so to speak.
  3. Be technology friendly, whether letting customers use their phones to pre-order or quickly find sustainable products with apps. More importantly make it simple.
  4. Create a customer experience that focuses on the experiential: sampling and transparent information. Ask customers what they want. This includes using interesting fundraising and crowdfunding techniques for your food business. It’s all about engagement.
  5. Know and communicate your brand clearly upfront; if you don’t want to do the above and your brand and business is more aligned with low-tech, old-fashioned values, so be it! Know who you want to attract to understand your business potential and if you’re all set for success.

Keep at it and you will probably have a really successful business that not only draws in the Yuccies but the old yuppies as well (due to the good food)!


Interesting reads:

https://newrepublic.com/article/143609/new-yuppies-how-aspirational-class-expresses-status-age-inequality

http://mashable.com/2015/06/09/post-hipster-yuccie/#pD1np_ecpiqH

https://www.forbes.com/sites/rachellebergstein/2016/10/12/are-hipsters-the-new-yuppies/#2d14de943d09

https://www.thebalance.com/what-young-urban-creative-millennials-want-1326278

http://www.complex.com/style/2015/06/yuccie-explanation

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