Live from What Teens Want: A Love-Hate Relationship with Brands
Teens have a bumpy relationship with brands.
On the one hand, they love them for their appeal and coolness factor. On the other, they will stray when they feel betrayed, abandoned or don’t agree with a company philosophy, a recent study found.
The universal product, however, is the Apple iPod, according to the Teen + Brands study by Viacom’s The N channel and Open Mind Research and OTX Research. Other favorites include American Eagle Outfitters, Axe, Comedy Central, Google, MTV, MySpace, Puma, Target, Vans and YouTube.
“Brands just make the world different,” said Radha Subramanyam, vice president/research & planning, The N/MTV Networks kids & family group.
And when it comes to specific brands, some 29% said “having a cool product makes me feel cool.”
Yet the relationship can be like a roller coaster ride. There’s a darker side to their perception of brands, Subramanyam said. Some 56% believe brands cause stereotypes, and teens are afraid to challenge those beliefs.
Some 49% said they are loyal to the brands they like, while 19% frequently switch because they get bored with them, the survey found.
“Teens have a love-hate relationship with brands,” Subramanyam said. “It’s infatuation tempered with contempt, addiction with indifference. It’s like a teen romance.”
The study found that teens’ view of brand marketers changes with age. Consumers 13-15 think brands offer security, while people 15-17 are more in a rebellion mode, where they switch from product to product. The older target, 18- and 19-year-olds, express more independence, choosing brands to create social bonding.
Parents, too, can be biggest influencers.
“Don’t underestimate parents’ importance,” Subramanyam said.
The N study was based on interviews with more than 1,000 kids aged 13-19.
Other advice for marketers targeting fickle teens:
- Don’t just be a brand. Got a step further to stay relevant.
- Honor individuality
- Quality is key
- Know your audience
