Youth: It's not your audience … it's theirs

David Tucker

Journal of Brand Strategy, 2013, vol. 2, issue 1, 40-54

Abstract: When it comes to developing marketing communications for youth, a crucial insight from McCann Truth Central's global ‘Truth About Youth’ study is to focus on content that resonates with their audience, not necessarily your own. Today's millennials, the 18–30 generation, live in a world where technology is the great unifier, creating a truly global generation. With social media and technology uniting the generation, global youth share similar motivations. Chief among these global motivations are a desire for community, authenticity and justice. As young people are focused on connecting with their community and appearing authentic, they are always on the hunt for content or experiences they can share with their audience that make them look cool, clever or worldly, without appearing to try too hard. Smart brands create content to fit this purpose and make it easy for youth to share. By taking the long view, and considering what will appeal to the audience of the intended youth target, brands can be a part of lasting conversations and have greater reach than they might otherwise achieve.

Keywords: youth; audience; millennials; social media; motivations; community; authenticity (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
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