What is Youth and Youth Marketing?
What is youth? Why does it matter to marketers? The following article addresses both of these questions, and in doing so, will provide an introduction to some of the strategic brand thinking we do at Tangible Worldwide. This discussion is not about marketing to young people. Quite the contrary, we are exploring why so many brands targeted at adults consistently draw upon elements of youth to present their brands. So let us begin by considering what makes youth so appealing to adults. Why does youth have such a tremendous emotional appeal to all human beings? We are naturally drawn to babies or toddlers and even adolescents. We obviously love the real thing, but we are also drawn to images of youth, and are fundamentally moved by what we perceive youth represents. I believe there are five fundamental reasons why we are attracted to the image and reality of youth. These are: The innocence of youth – also known as naiveté; the lack of sin; the curiosity and inquisitiveness of th...