A report from PerkStreet Financial shows that Generation Y is an increasingly value-conscious group, and this trait should be a main focus of content marketing campaigns targeting it.

A report from PerkStreet Financial offers marketers some insight on the subject matter most likely to appeal to Gen Y shoppers. The survey’s consensus that this demographic is cost-conscious could help companies using content marketing to target younger generations of American adults.

The most critical insight for both B2B and B2C companies is frequent demonstrations of the value. Even as both consumers and businesses are spending more money now than in the past few years, they appear to have learned lessons from the economic struggles. Shoppers want to understand the ways a certain product or service can help them or their business without hurting them financially.

A survey of personal finance experts and content writers found that 56.5 percent believe Generation Y is well prepared to manage its money and will be discerning in the buying process.

Businesses targeting these consumers should generate articles that discuss their products or services’ ability to improve their lives and why purchases are worth financial investment. More Gen Y-ers are saving money, but they are willing to spend when they see a good deal or one that can help.

Brafton reported recently that the same is true for Millennials, the generation of consumers who are younger than Gen-Y. While the exact age of each group is different from study to study, it’s clear that they are going to be the dominant consumers moving forward and content marketing efforts need to focus on buyers’ ROI to catch clicks and cash from these shoppers.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.