Marketing to Youths Could Result in Backlash
Parents’ and children’s advocacy groups are prepared to rise up against marketers who target teens, saying their advertising is to blame for some of the problems that parents face, according to a prediction in a new industry trend report from FIND/SVP.
These groups are pushing for voluntary guidelines and regulations that would hold marketers accountable for their campaigns, according to the New York-based industry research company.
Still, marketers are anxiously targeting these youths between 8 and 17 years old to capitalize on the enormous buying power they have over their households. This demographic is currently responsible for approximately $970 billion in spending, either directly or by influence, according to Janelle Dixon, FIND/SVP senior research analyst.
But targeting this group can result in some backlash toward marketers, as many believe that marketers shape their advertising campaigns to children regardless if the product is truly “good” for them, according to the company.
Marketers who are successful in carefully targeting this demographic can enjoy a long history of brand loyalty that endures from youth into maturity, according to Dixon.
