Keeping young and beautiful …

In this introduction to Admap's focus on youth marketing, Roderick White considers the characteristics of this target group, the difficulties of connecting with it and explains why it is important to marketers.

Keep Young and Beautiful . . .

Roderick White

The media view of youth is hardly encouraging. We read about hoodies, 'happy slapping', teenage pregnancy, drugs, STDs (sexually transmitted diseases). And these days, too, we find part of the world's youth actively turning themselves into would-be suicide bombers. So, why do we get so obsessed about marketing to them?

The core answer to all this, of course, is that young people are not all like that. Indeed, probably only a tiny minority are. The rest are busily getting on with the various businesses of growing up – education, pairing off,...

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