Explains how marketers can reach 15 to 18 year olds by developing deeper understanding of this age group, especially their views on the consumer environment; the article is based on RDSi’s Youth2 research. Acknowledges that many marketers are insecure about this market because of its cynicism and constant need for new products. Summarises themes that emerge from youngsters’ descriptions of their world: life is portrayed as fast, exciting but challenging; the importance of profits can make life seem superficial, uniform and uncreative; America remains the dominant influence but Mediterranean styles are also valued; behavioural standards are much less set than in the past. Concludes that marketers have opportunities: to localise their appeal, provide reassurance, and move from appealing to selfishness to appeal more based on relationships ‐ but creative marketing is what counts most.
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