1. They respond to brands differently
Part of the yuccies’ upbringing in middle class suburbia afforded them the opportunity to follow creative passions from a young age. But instead of putting away the paintbrush to study commerce, they have had the old adage of following your dreams deeply ingrained in them.
Deeply responsive to brands and marketing efforts, but not in the way you’d expect. They’d be more likely to choose not to shop somewhere that has a bad brand, than shop somewhere because they have a good one.
For your business, this means you need to make sure your brand is on point. They will notice if it isn’t.
2. They’re always connected
Hungry for content, the yuccie is most likely a digital omnivore. They stay connected on mobile, tablets, and they demand a high-speed connection at home.
Part of this constant connection is their desire to buy when they want and how they want. Unless you sell something that requires a physical presence, you’d better be selling online. For the yuccie it’s all about frictionless retail.
3. They make their own decisions
Though a trend amongst most millennials, the yuccie is more likely to consult their phone rather than talk to a salesperson. Think of how much easier it is to Google product reviews – within minutes you can know what to buy without needing to talk.
It’s a trait that makes being adaptive to trends like omni-channel shopping so important. A yuccie in need is a sale waiting to happen.
4. They have spending power
That whole following your dreams thing? The yuccie actually does it. And they’re more likely to succeed at it. Where a hipster will most likely be a ‘slashie’ (working as a barista to fund their creative pursuit as a poet), the yuccie will find a way to make a tidy profit. Just look at any advertising agency. You’ll find swarms of them.
They’re probably renting with roommates too, which boosts their disposable income. Fashion, dining out and entertainment are all things they’d rather invest in.
5. They speak their mind
Having a presence on social media makes brands more accessible than ever. The obvious downside is that it’s easier to trash a brand’s reputation with bad reviews and social interactions. Part of the yuccie’s constant connection is a lack of restraint when it comes to their opinions towards a brand. A lack of customer service will most likely end in a bad review on Yelp or Facebook.
Businesses can work to build a relationship with yuccies on social media. This will both help in delivering customer service and giving your business an easy source of feedback to improve its offering.