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...