Adcock says the corresponding aspirational target in the US is closer to a 21 year-old. That is the college-leaving age. I think the fact that it is the minimum age to buy alcohol also has a lot to do with it. Adcock has encouraged his clients to look beyond traditional media and try to achieve a more positive response by instigating change. Gone are the days of straight sponsorship.
Brands have to find a position and show commitment beyond the mere writing of a cheque.
Another company taking the global approach to youth marketing is Attik, which launched the research vehicle Taxi to tap into the raw attitudes of young people. By tracking views of the youth market through offices in the UK and the US, as well as in Sydney, the company aims to follow these attitudes both through in-person and online contact. Headed in Australia by Sean Lee, Attik's Taxi program is designed to help brands meet and anticipate the needs of the demanding youth demographic and develop strategies to ensure any risk-taking is calculated rather than foolhardy. Local perspectives Companies that target the youth demographic on the local front are developing similar strategies that help manage the risk inherent in marketing to that sector. Prisma managing director Rob Mills says the need for an orchestrated research program that spans two or three years at a time is a critical factor in understanding the youth market.