Myths and realities of the global young consumer

Steve Thomson and Graham Woodham

This paper examines the extent to which the old cliché 'think global, act local' is relevant when marketing to young children.

Myths and realities of the global young consumer

Steve Thomson, Roper Starch Worldwide, United Kingdom andGraham Woodham, Parker Tanner Woodham, United Kingdom

INTRODUCTION

Multinational companies seem to love young people, and no wonder. Consider some of the attractions: young people are seen as receptive to global brands, and new ideas generally; they appear to share similar tastes in so many areas - media, fashion, music, food and drink, and so on; in many parts of the world (though not in Europe), the numbers of young people are increasing in line with population growth generally; finally, they...

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