Senior & Youth Marketing

Youth Marketing is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 12 to 34. More specifically, there is the Tween Marketing, targeting people in the 8 to 12 year-old range, Teen Marketing, targeting people age 13 to 19, College Marketing, targeting college-age consumers, typically ages 18 to 21, Young Adult Marketing, targeting young professionals, typically ages 22 and above.

The youth market is critical because of the demographic's buying power and its members' influence on the spending of family members. In addition, teens and young adults often set trends that are adopted by other demographic groups.

The youth market is viewed as a difficult group to connect with and sell to, based on the fragmented media landscape and young people's keen ability to identify and reject marketing messages that lack credibility. Nonetheless, many brands market to youth by offering relevant products and services while communicating a brand message in an appropriate voice and tone. Successful brands marketing to youth have a foundation in or association with key interests and drivers among youth: music, sports, fashion, video gaming and technology, among others.

Marketing to the Senior and Elderly population, on the other hand, can be sensitive and requires a totally different mindset. In line with our culture and traditions in Africa, a much more respectful tone needs to be used with the concerns, needs and requirements of our "wazee" clearly in mind. Strategies and tactics that work in the mass market or in the youth markets can clearly back-fire in this market segment. However with increasing purchasing power in this group, no brand can afford to ignore this market.


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