As a single father raising two teenagers, I have no illusions about the influence a child can have on a parent’s purchasing decisions. Although money was often tight, I always seemed to find money for the next purchase – be it a constructive hobby, the latest fashion or the next smartphone. My kids didn’t abuse it…but there was still a lot of pressure.
Young people are a crucial target group for companies for several reasons:
Brand loyalty: During teenage years, people develop brand preferences that can last into adulthood. Building brand awareness and loyalty among this age group can lead to long-term customer loyalty. Purchasing power: Today, teenagers have a significant influence on household spending. They often influence their family’s purchases, including technology, vacations, and food choices. Early adopters: Teens are more likely to be early adopters of technologies and trends, which can be crucial to a product going viral. Market size and spending growth: The global teenage population represents a significant market segment whose purchasing power is increasing as they enter the workforce and become independent consumers. Impact on Peer Purchases: Young people influence each other’s purchasing decisions, with recommendations from peers often carrying more weight than traditional advertising. Immediate and Future Market: By capturing the teen market, companies leverage current spending and position themselves for future profits as teen purchasing power increases.
Technology has significantly changed teen consumer behavior and purchasing habits compared to a generation ago in several ways. Here are some bullet points highlighting these changes:
This generation
Daily internet usage has increased from 92% of teens in 2014-2015 to 97% today. The proportion of online teenagers has doubled almost continuously from 24% to 46%. Like social media platforms Tick tock have become significant influences in teenage life. High smartphone ownership: 97% of young people own one. Online shopping offers more variety and access to global trends. Peer pressure and trends are reinforced by social media presence. Greater emotional investment in social media. Despite a trend toward financial responsibility with eight in 10 teens thinking about their money, there is still a lot of interest in priceless things.
Last generation
Less exposure to internet marketing and online peer influence. Teens purchased based on in-store promotions, peer recommendations, and traditional advertising. Marketing was limited primarily by physical availability in local stores and malls. They are more dependent on parental advice when making purchasing decisions. Communication about products through word of mouth (WOMAN) and direct observation.
Statistics and studies show that technology has given teenagers more autonomy and information in their purchasing decisions, while also exposing them to a continuous stream of targeted advertising and peer influence. This has created a consumer group that is both better informed and more vulnerable to the pressures of online marketing and social trends. The increased time spent online and emotional investment in social media also impacts teens’ well-being and consumer behavior.
Ethical marketing for young people
If you want to watch a film that shows how marketing affects teenagers, even if it’s unintentional, you’ve come to the right place Big Vape on Netflix. The mass adoption of Juul vaporizers spread like wildfire among teenagers, enriching and confusing the company that it ultimately destroyed.
Respect privacy: Ensure data protection laws are complied with. Avoid overexposure: Consider the potential for digital burnout and negative psychological impact and avoid overly aggressive marketing tactics. Appropriateness of Content: Make sure all content is appropriate for the teen audience and does not promote harmful behavior. Transparency: Be transparent about the commercial intent of content and disclose partnerships and endorsements. Monitor impacts: Regularly assess the impact of social media marketing on teen behavior, particularly as it relates to health and well-being. Inform parents: Parents research the purchasing decisions they often make on behalf of teenagers. Therefore, including content that targets their parents is crucial. Ethical considerations: Consider the broader ethical implications of marketing to teenagers, who may be more impressionable and susceptible to peer pressure.
Companies must balance marketing opportunities with a commitment to ethical marketing to effectively target teen audiences while promoting positive consumer experiences. Companies targeting youth consumers can strategically leverage the impact of technology while ensuring they employ responsible marketing practices. Companies should take the following precautions:
Get involved on popular platforms: Use teen-preferred social media platforms like TikTok for marketing campaigns. Influencer marketing: Work with youth influencers who can authentically promote products to their peers. Mobile-first strategy: Design marketing campaigns optimized for smartphones, as many teenagers use them as their primary internet devices. Content marketing: Create engaging content that provides value beyond the product, such as: B. Tutorials, lifestyle tips and entertainment about product use. Personalization: Use data analytics to personalize marketing messages based on individual preferences and behaviors. Interactive campaigns: Develop interactive campaigns that encourage participation, such as: B. Contests to build engagement and brand loyalty. Nursing community: Build brand communities where youth can interact, share their experiences and feel a sense of belonging. Encourage responsible spending: Orient yourself towards the pragmatic values of Generation Z (GenZ) by encouraging responsible spending and offering budget-friendly options.
Regulations on marketing to teenagers
There are several regulations governing marketing to teenagers, and there is political pressure to enact stricter rules amid increasing online activity and privacy concerns.
Children’s Online Privacy Protection Act (COPPA): Many people refer to this legislation, but it doesn’t actually regulate teenagers, only children under 13. Regulations targeting marketing to youth are less straightforward and often consist of a mix of broader consumer protection laws, industry self-regulation, and new laws aimed at digital privacy and online safety. General Data Protection Regulation (GDPR): In the European Union, the GDPR imposes strict data protection guidelines for all individuals, including special considerations for minors. Truth in advertising law: These laws, which apply in many countries, require that advertising be truthful, not misleading and, where appropriate, supported by scientific evidence. FTC Guidelines: The Federal Trade Commission (FTC) in the US provides guidelines for online advertising to ensure that disclosures are clear and conspicuous so as not to mislead consumers, including young people. Online and Social Media Platform Guidelines: Platforms such as Facebook, Instagram and TikTok have their own policies for advertising to minors, which often include restrictions on certain types of content and a requirement that ads be appropriate and relevant to a youth audience. Industry self-regulation: Different industries have their own self-regulatory principles for marketing. For example, the food and beverage industry has specific guidelines for marketing to children and young people.
The landscape is evolving as technology advances and becoming more intertwined with the daily lives of teenagers. Companies must stay informed about these regulations and the political climate to ensure compliance and ethical marketing practices. There is greater pressure on politicians to adopt additional regulatory protections, so self-regulation applies to all companies where young people are influenced by marketing.
Privacy and Security: With identity theft and data breaches on the rise, there is an ongoing debate about tightening laws to protect the personal information of all consumers, especially minors. Influencer marketing: The increasing influence of social media personalities has led to calls for clearer policies and disclosures regarding sponsored content and endorsements. Health related products: The marketing of products such as e-cigarettes, junk food and dietary supplements to teenagers is under scrutiny and calls are being made for stricter regulations to prevent misleading health claims. Digital Wellbeing: Concerns about the time children spend online and the potential for digital addiction are growing, leading to discussions about regulating the digital economy to promote well-being. Algorithmic transparency: The role of algorithms in promoting content to teenagers is a cause for concern. Some policymakers are calling for more transparency and oversight to prevent manipulative practices.
Marketing to teens is a complex strategy that involves regulations, ethics, parental rights, and social pressures. As marketers, we must weigh all of these considerations when targeting teens… and remain vigilant to ensure we are truly adding value and enriching teens’ lives without manipulating them.
