Reaching the inner adolescent - of all ages.

Wood John

Reaching the inner adolescent - of all ages highlights the communication implications of extended youth, with youth being defined by attitude and behaviour rather than by age.

Reaching the inner adolescent - of all ages

John Wood, bda beechwood, examines the communication implications of extended youth

THE FIRST thing we need to establish before a discussion begins on how best to communicate commercially with the 'youth' is: what is youth? The dictionary gives us a number of definitions, the most interesting being 'the period between childhood and maturity'. And maturity itself is defined as 'the state or quality of being grown up'. This leaves youth as a pretty vague concept closely tied to cultural attitudes towards being grown up.

Youth is actually better defined by attitude...

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