The youth aren't aliens ... they're you before you got old and boring

1. “We don’t d t d
“W d ’t understand
you either”
either
Why youth marketing alienates
as much as it attracts

2. Disclaimer ://
1// Because of time they’ll be major generalisations.
It’s worth remembering that not all teens look the same, act the same, want the same.
2// You’re not going to hear anything very new
You re new.
Because in my opinion, there isn’t anything very new to report.
3// My talk is about youth, not media.
If you think a media channel is the answer to all your prayers, you may as well pack up now.

3. There’s a huge amount
of bullshit surrounding
youth marketing ...
[For every example there’s a counter example]

4. Sadly,
Sadly this is me

5. However …

6. It’s exaggeration
not revolution.

7. (i) Progression.
(ii) Group Acceptance / Validation.
(iii) Filial Responsibility.
One key element is responsible for the evolution of
how Asian youth adopt & execute these values …

8. Technological D.N.A.
[The first truly networked generation in history]

9. Changed the way they form and
maintain their relationships …
[No longer is it about the common location, it’s about common interests and contact level]

Japanese places

10. Changed the way
they communicate …
[‘Word Of Thumb’ … some people have never received a physical letter in their life]

11. Changed the way they look at the
World and their place in the World …
[ ee pa o
[Feel part of the global village, not the local village which has helped foster a feeling
e g oba age, o e oca age c as e ped os e ee g
of social, cultural and geographical equality]

12. Changed the way they behave …
[They
[Th can tell the World how they feell & what they think with unprecedented power,
t ll th W ld h th f h t th thi k ith d t d
freedom & social impact]

13. Changed their view of creativity …
[Frame of reference is global and beyond just traditional communication mediums]

14. Changed their level of expectation …
[It doesn’t matter what it is - money, fame, possessions sex - they want it now]

15. But what hasn’t changed
is how turned on they get
about brands
brands.
[Most brand literate generation in history / Branded by brands]

16. But they think much of the
marketing iis a joke …
k ti j k
[Childish, one-dimensional, clichéd]

17. Doesn’t mean you’re their friend or Doesn’t mean you have an open Doesn’t mean anything from the
they’ll
th ’ll spread your message
d invitation to make contact West is automatically best
Doesn’t mean they’ll do things that Doesn’t mean they value / Doesn’t mean they will stay loyal to
could make them look foolish understand creativity a single brand

18. Welcome to the
youth of confusion.

19. The 2 types
of youth …
f th
[Developed World, Developing World]

20. Money is the root of all happiness …
[A premise sold as much by education policy as advertising]

21. Lifestyle not life ...
[Personal passions can wait]

22. They know its
gold rush time …

23. Incredible pressure
to succeed.
[
[Hence brands can g
give the illusion of success]
]

24. Inherent
prejudice,
j di
selfishness &
nationalism.

25. Ripe, but easily bruised.
[Don’t know how to debate, empathise or interact so prefer to stay with what they know]

26. The mirror hides their fears & confusion.
[Growth in religion, depression, STD’s, drugs & self help groups]

27. They crave
someone to
believe in and be
inspired by ...
p y
[Especially true in more developed nations …
though often the ‘lessons’ are adopted to fit in
with their lifestyle. ie: sex & church]

28. Quick roundup …
This is not a generation focused on ‘we’ it’s a generation focused on ‘me’.
The most brand literate & hungry generation in history. Want to give their hearts to brands that inspire
and excite them as well as offering external validation. [Price is a factor, but it’s not the main factor]
It is not just about the channel, it’s about the content and they want to be entertained, excited and
interested… not patronised or made to feel dumb.
Whilst having greater access to alternate viewpoints, their heritage and culture affects many of the
decisions and goals they have.
What they say and what they do are very different and this varies by city, let alone country or
region. [They live ‘parallel lives’ - pleasing friends and pleasing family]
The b i
Th buying power – and b i
d business potentiall – f
t ti from thi group is enormous but it is deeply complex
this i b t i d l l
and constantly evolving even if the fundamental ‘rules of youth’ remain.
The key to d t d their life,
Th k iis t understands th i lif not just their lif t l and th
t j t th i lifestyle d then id tif ways t lib
identify to liberate or
t
celebrate their needs/wants/fears/desires. Mean something, don’t just sell something.
Not all youth want the same things or think the same things. Talk to them don’t read reports.
o th ant things them, reports

29. creative intelligence
Robert Campbell
Managing Partner I Creative Strategist
g g g
M:// +852-9300-5481 T:// +852-2525-2843
E:// rob@hellosunshine.asia W:// www.hellosunshine.asia
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All pictures from Getty Images