Youth Power

The Gen-Y should not be ignored further. The significance of youths today as a prominent driver to the nation's economical and political development is not a myth anymore or something we talk about in daily 'mamak' sessions.

Why did I say that? Look at the government's effort to engage youths via social media like Facebook. Firstly, there was a period of time when there was this posting about "Facebook Hour" by some prominent deputy minister. He was none other than the Deputy Minister of Higher Education, Datuk Saifuddin Abdullah (click here to link to his FB account and here to one of his initiatives done via FB).

Secondly, found out that the minister and the deputy ministers of Ministry of Youths and Sports are actively seeking members to be friends of their Facebook account. The difference between the first encounter and the second is the former maintains the account by himself while the latter's accounts are maintained by their secretaries or they call them, "setiausaha sulit" - whatever it means. Now vast difference is observed. Next question is that if they are not sincere in dealing with the youths, and creating an FB account just because it is one of the way to engage them which eventually managed by someone else, why bother?

Facebook campaign by the Ministry of Youth & Sports

The power of youths and particularly, the Gen-Y is a force to be reckoned with. Some people just have to understand that doing what the youths are doing do not make them blend well with the youths. Business wise, it is definitely a growing market and given an economic point of view - it is a generation which grow up with much spending power and willingness to spend. The closest factor I can look at is that our bunch of people grew up watching advertisements and internet, which are sources of marketers' main communications channel to create a lifestyle which money can buy. So to look good, buy the slimming or body make-over package! To be admired and awed, buy the Gucci bag!

One more example - look at the clubs around the city today compared to 20 years back. It does explain about the great opportunity in accommodating to the lifestyle of the young. A couple of my friends spend easily RM150-300 every night, every week at the club. And they do not just hang out on the much anticipated Friday night!

Have you seen other government and non-government organisations with similar initiatives to engage youths? Share with me.