The Teen Market (Solomen 2010)

Generation marketing is the whole idea of marketing a specific product or brand, using certain images that willl attract that specific generations attention.

 

As the generations vary in personality traits so does the way in which marketers have to advertise a certain brand.

 

Therefore marketing Generation Y, the internet seems to be the most common method as Generation Y's useage of the internet is significantly higher than other generations.

 

With a spending capacity of more than 61 billion euros per year, the European youth market teens is powerful demographic and an important culture to understand intimately for businesses looking to grow and maintain revelancy in the future.

Teenagers activitly search for clues from their peers and from advertising for he right way to look and behave.

Advertising geared towards teenagers are typically action-oriented and decicpts a group of 'in' teenagers using the product.

Teenagers use products do express their identities, to explore the world and their new-found freedom in it.

Teenagers in every culture grapple wih fundemental developmental issues as they make the transition from childhood to adult. According to research by Saatchi & Saatchi, there are 4 themes of conflict common to all teens:

1) Autonomy vs Belonging
Teenagers need to aquire independence so they try to break away from their families.

2) Rebellion vs Comfortamity
Teenagers need to rebel agaisnt social standards of appearance and behaviour, yet they still need to fit in and be accepted by others.#

3) Idealism vs Pragmatism
Teenagers tend to view adults as hypocrites, while they see themselves being sincere.

4) Narcissism vs Intimacy
Teenagers can be obsessed with their appearance and needs but want to the desire to feel connected with others (meaningful level).

Throughout history insecurity, parental authority and peer pressure had to cope with this, but now there are many issues which at concern at the begining of the millenium such as environment, racism, AIDS and social problems.

Marketers have a difficult time defining the values of today's European teens due to the socially dynamic and demanding times.

500 YOUNG OPINION LEADERS AGED 14 -20

"Dont define us- we'll define ourselves" (Soloman 2010)