Priorities in youth marketing

Whether it’s through experiential, cause marketing, or social media, cracking the youth market is a worthy investment for brands. While those that succeed in engaging audiences aged 8 to 21 could gain valuable customers for life, the 21- to 35-year-old segment is a lucrative market with a high propensity to spend.

Also referred to as “Generation Y” or “Millennials”, this particular youth audience is said to be more tech-savvy, more career-focused, and have a higher purchasing power than previous generations. Analysts suggest the “young and affluent” consumer spends 52% more on average than those aged 18 to 49, as a whole.

Pearlfinders spoke to a range of brands for their perspectives on targeting consumers under 35 years old.

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