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It’s All About RECurrent trends in Youth Culture and
what they mean for Brands
Lets first look at the larger world of the youth…
• There are fickle fads– Intensely felt, but short-lived– And not embraced by all
• And there are societal shifts– Bigger picture, more enduring themes shaping youth culture
• Therefore, its important to keep our pulse on the fickle fads– Keeps brands current, fresh, cool– Can have immediate impact on our brands
• But societal shifts provide greater outlook for brands– Helps brands guess where things are headed– Offers insight into where brands must go
WE CAN USE 6 POINTS OF EVALUATION TO HELP POINT OUT HOW THE YOUTH ARE MAKING US RE-WRITE OUR MARKETING PLANS
1. RE-invent“Everything old is new again!”• Youth crave novelty – new is
exciting– Endless search for something new– Want surprises, choices, variety
• Want things that are made-for-me– Created with today’s youth in mind– Things that are fresh, hip, today
• Doesn’t have to be brand new…– Don’t have to invent – can re-invent– A new twist on an old favorite– Building on brand’s equity, tradition,
heritage– But shaking things up
2. RE-locate“The youth just don’t want to be at home!”• Youth spending more time
outside the house– Parents are not at home as much– Friends replacing family– Optional ‘hangout’ joints; malls,
coffee shops• Consume more OOH media
– Getting to them is tougher• Need to be always connected
– Very restless and always want to do something
– Life is mobile
RE-ality“I wanna be a star!”• What was once impossible, is now
real– Stardom, fame, celebrity is accessible to
ordinary people• Explosion of reality TV gives youth
the opportunity to be stars– Arabs Got Talent– Arab Idol– Millions Poet– Beyond Borders
• Opportunities for “stardom” are everywhere– Youth running own businesses– Youth making movies– Youth as Social Media Stars
RE-flect“We are same but different…”• Big city small city differences are
getting blurred– Till a few years ago you could easily
identify youth from small towns– Unilever study reflects youth are similar
in small towns and larger cities• Youth exposed to similar media
– Strong presence of internet in small towns
– They are exposed to the same media content
• Less about where you come from and more about who you are as an individual
• Unity in Diversity
RE-spect“I am proud of my nationality”• The Youth are proud of their
culture and roots– Traditional clothes, foods, rituals
honored– Fusion of fashion
• They want to stay in the country of opportunity– Going abroad is no longer a huge
attraction• Comfortable in both traditional
as well as western cultures– No longer see them as being
distinct
RE-ach Out“I can make a difference!”• Youth today feel they can
change the world• They feel they are the ones
that will lead the change• Are aware of global issues
and their relevance locally• Use social media
extensively to speak out, share & congregate
SO WHAT ARE THE QUESTIONS MARKETERS MUST ASK OF THEMSELVES IF THEY WANT TO CREATE A STRONG ENGAGEMENT PLATFORM WITH THE YOUTH?
Marketers Checklist• How can my brand re-invent to stay ahead of the curve?• How can my brand communication be easily accessible
in out-of-home locations?• How can my brand help create fame for the youth?• Is my brand message urbane enough or is it merely
communicating with the lowest common denominator?• How can my brand leverage national pride?• Should my brand be the catalyst in creating a real
change amongst the youth?
ASK THESE QUESTIONS ONCE IN A WHILE AND WATCH YOUR ANSWERS CHANGE!
