Several companies have done a poor monitoring of the social aspects of the external environment. This meant that their strategies did not fit the needs of the market, and hence they failed. This is most noticeable among firms who market to Generation Y. This target group consists of customers who range in age from 5 to 20. Dubbed Gen Y" this cohort presented a big challenge to marketers such as Levi Strauss, Nike and Pepsi because of their unique tastes and perceptions of product quality and advertising themes.

Companies that succeeded in reaching Generation Y customers accurately sensed the unique needs of this market. For example, Lee Apparel (a competitor of Levi Strauss) introduced a special line of oversized, multipocketed pants aimed at 10-14 year old boys. This unique product was marketed on the internet, outdoor posters, and skateboard magazines. By carefully customizing their marketing, successful companies (such as Coca-Cola, Tommy Hilfiger, and Motorola) penetrated a market which was seen as impregnable by others.

While it is difficult to accurately forecast social changes, how can firms best factor these changes into their strategies in order to be successful?