How to market effectively to youth

Joseph Clift and Roderick White

Go to: Executive summary

Go to: Where to start

Go to: Essentials

Go to: Reminder checklist

Go to: Leading case studies

Go to: References & further reading

Executive Summary

This article considers how best to communicate with youth in the context of the changing place of young people in society, shifting youth attitudes and their media habits. It looks into various ways of segmenting the youth market.

It defines youth as the Millennial generation, those born in 1979 and after, but excludes pre-adolescent children.

Where to start?

In terms of raw numbers, Millennials are in a minority, making up roughly one in three of the global population. But the marketing profession has traditionally prized this age group above all others, based on the belief that, if a brand can capture a consumer while he or she is young, it will become the default choice throughout this consumer's life. From this perspective, diverting an ad budget towards campaigns with youth appeal represents good value for money.