Getting to know the youth market

Emma Rees

Emma Rees, account director at kae: marketing intelligence, argues that the youth market is not homogeneous, nor is it anything like previous generations, which makes it alien to most marketing departments.

Getting to Know the Youth Market

Emma Rees

Picture the scene. It is 2am and your local nightclub is in full swing. Lights swaying, noises deafening, walls sweating, and it is so packed that you can't tell if people are dancing or just trying to stay upright. It is an average Friday night.

Now picture the average member of a marketing department. Late forties, balding, neatly dressed in a faded grey suit, he is slightly overweight and wears a perpetually earnest expression. He is most comfortable in the far corner of the office, pecking at a keyboard and making the...

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