50 key trends in youth marketing

03/02/2011 More

The international network of youth marketing agencies Youth Research Partners, whose partner in Ukraine is the trendwatching agency InTrends has published its regular report on the actual trends in the sphere of youth marketing.

The report consists of five parts and number more than 200 slides. They display 50 key trends, appeared throughout the whole world during the last 10 years.

This report will help to look at the world by eyes of young people from different places of planet and to plan the right direction in making communication with youth audience.

In the first part of the report the following trends are represented:

1. The post-mobile generation

Time is going by; when the youth thought about what access she has to social resources, whether it is access through a mobile phone, PC or something else. Mobility is becoming a function on default, and in the minds of young people, the borders between versions of the entrance to the information space are becoming obliterated.

Today we are at the stage when it is necessary to strive for a more integrated media approach. Mobile phone is no longer a new marketing tool. In general, brands focus on the ways with the help of which the mobile phone can support all other channels and make them more effective.

2. Social innovation

Social thinking – this is in the first place the way we think about innovation and product development. Any innovation should be created not as an attempt to follow the creative fashion, but to meet social needs. Innovation should appear from the need, with the purpose of improvement of the ways of communication with the consumer.

Today the introduction of the innovation by young people is often overlooked. Very often the ways of usage of various goods or services differentiate fundamentally from the ways which a manufacturer tried to implement. The way to build the communication of the future is to monitor these insights and to attract young people to the interaction.

3. “Jugaad”

Jugaad is the name of the region in India, which is famous for inhabiting it young people who are used to repair equipment by hand.

It looks like that in the nearest years the number of “mobile” young people in rural areas will grow rapidly. Mainly they will be people who earn less than $ 100 per month. For the present this is a free niche and the success of work with this audience will depend on the proper construction of a dialogue with it.

4. First world is third world

In Europe and America the mobile phone is regarded basically like a toy, and in Africa – it is regarded as an effective tool for building the communication for the sake of solutions of social problems (for example, drug addiction, organized crime (gangs), AIDS). What has already worked in the Third World, can be used in other countries where economy is more advanced.

It should also be noted that the Third World is a leader in spreading the innovations – starting from billing for mobile services finishing with the usage of web applications, twitter, etc.

5. The authority gradient.

“The authority gradient” – means distancing the manufacturer or advertiser from the consumer. This notion can be described by the following sentence: “We know better than our young consumer.” Some manufacturers believe that the consumer does not know what he wants, and that construction of a dialogue with him – it’s a waste of time. In such companies innovative product is a product of some “genius” and it is apart from the real needs of young people. At the same time, we can see what a great success have achieved the products which were truly needed by young people (Facebook, SMS, MP3s, etc.).

6. Feedback loops

The less distance between the launch of new products and the feedback of the customer, for whom it is launched, the greater chances for the success in promotion of innovation in the wide circle of population. The best way to support innovation lies in making a platform with a minimum distance between innovations and consumers.

7. Youthsourcing

This trend includes the building of partnerships between the brand and the youth. In building the relationship with the young generation on the basis of a dialogue is possible by means of the consumer to improve both the product and the brand image.

Today, young consumers are asked what they thought about the final version of the product. Much better results can be achieved when attracting young people at an earlier stage, and when involving them in the creation of a product, of an image.

8. The age of discovery

The age of discovery means it’s time for understanding that the role of marketing experts is not to impose a product on the consumer. Much more efficient is to build the process of a promotion in such a way when the product becomes a personal discovery for young people. Young generation is glad to find something new and form their opinions independently and share them with friends, and not to listen about the benefits of the product from strangers.

9. Positive deviance

Everywhere there are young people who try to change your product. It is a threat? For many – yes, and they seek to secure their brands from that. But for the wise brand, this is a springboard – the most effective platform for product development. As, if the youth change your product, then the youth is interested in it. Why not to adapt the product for it? In this case, you do not impose your own product on, and interact with your consumers, considering their real needs. A «problem» of «Coca-Cola” and “Mentos” can be a striking example of this support. The information about the alleged dangerous usage of these products together has been received. The solution was simple and ingenious. The research Institute was opened to study the issue. As a result, we have got millions of young people who are satisfied by “Coca-Cola” fountains around the world.

10. Product development is marketing

Traditionally, the different divisions of the company are responsible for the development of a product and its promotion. However, the advanced brands integrate these areas into one. For creating and implementing the product, young people are attracted who in the future should become their consumers.

Taking part in the development, potential consumers feel their involvement in the brand and become its fans before the production. If to build the communication with these people correctly, they will be able to become ambassadors of your brand and will be able to deliver a message to their circle of friends in the best way. Such methods can free the company from the additional research expenses of and from expensive advertising campaigns. Ambassadors of brand will be a kind of advertizing medium and will attract new followers of your brand.

The first part of the report you can see here: http://intrends.me/50_trends.html


Network of Youth Research Partners was founded in 2008 and is a leader in research, analysis and marketing strategies focused on a young audience. At the moment, the network includes 20 companies, representing 21 countries on 4 continents.

InTrends is the first trendwatching specialized agency in Ukraine and a part of the IRS Group. The agency has been studying the trends and trendsetters, and organizes the communication through Ambassadors of brands.

Source: www.intrends.me

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