Youth marketing is typically about engaging with, and capturing the interest and pockets of today’s youth. 

The younger generation are loyal, have increased spending power, huge influence over adult purchases, and are both open to and accessible via growing technologies.

• Youth marketing is however a strategy fraught with legal, political, social, and ethical issues

• Whichever age segment you choose, under 18 year olds are vulnerable consumers 

• They have gatekeepers – parents and teachers – and a brand’s pursuit of a young audience has a knock on effect with the adult audience

• There is a clear political and media appetite to question the ethics of youth engagement, so the potential PR fallout can be great

• And from a purely business perspective, get it wrong and you have lost that audience not just as a child but forever

  Caution is required.  Investing some time and resource at the outset is advisable.