The contemporary Canadian youth market 101

Mike Farrell

Discusses and illustrates the current youth market (or markets) in Canada: its importance, how it is currently changing, its interests and drives, how to communicate with it and build relationships.

The contemporary Canadian youth market 101

Mike FarrellPop Culture Vulture

To say that the last five to 10 years have been revolutionary when thinking about the way marketing and advertising view and approach North American teen and young adult consumers is indeed an understatement.

Think back to the late 80s and the changes since then start flooding in. The near ubiquity of the Internet, largescale lifestyle branding with a decidedly underground and youthful flair, multitier marketing programs straddling a variety of media and the overall importance of creating an authentic relationship with our younger cohort sets all speak to...

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