Teens and young adults, the future of our world, may not have voting or drinking privileges yet, but they wield a unique power: Influence. This power of influence is inescapable and omnipresent in our media-obsessed world. In this article, I delve into the intricate phenomenon of youth marketing and uncover the significant role that teens and young adults play in shaping consumer trends.
Advertising has been present in magazines and television media since 1941. Though It's generated billions of dollars in sales, advertising is changing. Statistics show that "78% of teens in developed countries own a cell phone". Many teens frequently use social media accounts, which makes them susceptible to constant advertising. Digital ads appear on games and online articles. Influencers partner with brands and make TikTok videos using their products. Companies have quickly adapted to monetize social media. It's a new frontier for product marketing, and it is proving successful. Reports documented that "28 percent of 14–17-year-olds have made at least one purchase via a digital channel, meaning the teenage market accounts for 150 billion dollars of revenue annually".
Teenage-directed advertising is crucial for financial success, But why does it work? Why do I mute ads during a football game but willingly watch them when they appear on my phone's feed? The reality is slightly scary when you consider how quickly technology has advanced. Videos on TikTok, Instagram, and Snapchat are personally selected for the user based on their prior interactions. This video content is engaging and easily watchable. Bright colors and celebrity endorsements make an advertisement enjoyable instead of annoying. Additionally, the more times you see a product, the more likely you will be to purchase it. The yearning for belonging attributed to teenagers is preyed upon by marketing companies. It's a sadly prevalent and self-deprecating search for acceptance that encourages youth to possess the newest 'trendy' product. Social engagement from companies makes a consumer feel special and affirmed. While the ethics of this marketing approach can be questioned, its effectiveness cannot.
As companies strive to connect with younger audiences, are they inadvertently alienating older consumers? According to an article titled 'The Impact of Youth Marketing on Your Business', "Teens and young adults (called Gen Z) often set trends that are adopted by other demographics"(Walton, 2023). This suggests that regardless of age, the desire to fit in persists. Reflecting on my research, I pondered over wants versus needs. Do I truly need the newest phone, or is it just a desire fueled by societal trends? My social media usage is a habit I'm trying to control but can't completely give up. In light of this, it's crucial to maintain my autonomy by critically evaluating my purchases and critically thinking before following a trend.
Very well written! It is true that social media has made advertising more abundant than ever. It is sad to see the effect it has had on consumerism and teens in todays society.