Latest Trends Among Young Consumers

 - 2nd November

Every good marketer has a keen interest in the 20 something consumer. These people are the future of any brand and smart marketing execs make a special effort to build the reputation of their brand with them. There has been some interesting results coming from the US market recently.

JD Power and Associates have published some findings recently on the attitudes of 22-29 year-olds to brands. They have based their findings on online commentaries relating to clothing and food brands. They found a strong connection between this age group and value brands. Hardly surprising when you consider that these people have come of age during the Great Recession. It useful to note that these brands were as popular as trendy brands with the young in both categories.

Adweek notes the practical streak that the economy has brought out in the young and this is a contrast with previous groups. The practicality is combined with a strong disillusionment and a strong desire for long-term security. These are not attitudes that are normally associated with the majority in the age classification. The reasons behind this shift are levels of debt and having to live with parents for far longer than earlier generations. While young consumers see the need to switch jobs to advance their careers, they have a strong desire for a longer term stability.

Communications to this age group has tended to be quirky, care-free, appealing to the trendy and the natural positive energy of the young. Taking these results into account, there may be useful opportunities for brands to position themselves as a reliable constant using the messages of practical benefits and strong value. This would certainly be an innovation for most brands targeting this segment.

This article is the property of Markmedia, a Level3 Consulting brand.

Tags: marketing market trends recession young consumers new business