Youth Trends - Consumer insights with Ayesha Saeed

Consumer Insights with Ayesha Saeed

Young and strong

Consumer trends – insights into global youth market

www.asaeed.wordpress.com

ms.ayeshasaeed@gmail.com

Spending Power




Source: TRU global study Teen 2009


Being Young - A typical day

• 38 hours a day
• 4 things at once
• Multi-media exposure
• Social media pressure

Source: MTV being young



Exposed – Connected – Informed



The Cause to Connect
Social media is just a medium of story telling its not the story itself

Source: All 50 Youth Marketing Trends for 2009 by Graham Brown mobileYouth



What’s in it for ME - WIIFM

Will you make
me famous Will you
enable me to
make a
difference

Will you
enable me
look cooler

A facebook page to promote trial

Similar

Has anything changed
between the youth of
yesteryear and of
The only difference is that
2009? youth today has tools and means to
NO – both want to voice themselves more loudly than
make a difference and their counterparts of yesteryears
both need enablers



What does it mean?

• Style without substance is not only meaningless, it is damaging
– If you want to win them for life, please learn to stop selling
meaningless cool image. It never was and never will be the sustainable
promise. With more and more connected youth, they have started to
see behind the scenes faster than our imagination. The information
sharing cracked the communists (case study Chinese earthquake and how
people retaliated against govt. officials) so imagine what it can do to you.
Ref: Clay Shirky’s presentation on TED

Possible meaningful styles options
could be – Nationalistic pride (especially
for Asian audience) – The Smarter wiser
informed youth, overworked youth
ready for an over demanding life



What does it mean?

• Powerful
– Cumulative purchasing power of $ 592 billion i.e. bigger than the
economy of Switzerland. With more tools in their hands, more
connectivity and extreme urge of being different. They are far more
powerful and equally more capable of bringing radical change

Youthland - They are connected and
have crossed geographic boundaries. No
government, no brand and no market
can afford to take ‘em lightly. And they
grow in groups, so a product promise in
US which hurts people in Mid-East can
hurt the product far more successfully
than before. Similarly you hurt ‘em in
Iran you will hear the roar in world


What does it mean?

• The culture of entrepreneurship
– More than ever, today’s business landscape is bombarded by young
and energetic entrepreneurs. Sometimes a fluke, sometimes genuine
business sense but most of the time they are faster than any of the
business entity in taking advantage of the change which connectivity is
bringing

Motivator: A brand, a concept and/or a
government that is going to spend in
motivating them and nurturing their
risk-taking nature either through
investment or through engagement will
be successful



What does it mean for Arab youth?

• Understand the young Arab first
– He is optimistic, religious and like his global counterparts he is
nationalistic, seeks gender equality, future oriented and seeks a mean
to make a change. (Source – ASDA youth study)

Ask yourself – did you harness the power
of youth?
- If your brand promise adds to Governments: Did you invest in them?
his passion, or if it provides him Did you provide them with a chance to make a
with a platform to make a difference? Did you engage them?
change? You are on the right
track but If not then you have
Brands: Did you channelize the patriotism?
not targeted him at all (he is Did you ignite the passion for a positive change?
choosing you out of lack of Media: Are you producing the content
choices) which is relevant and allows them to add to your
story? Are you giving them a chance to get
heard?



Some Examples

JWT Mumbai helped the Times of India
encourage ordinary people to get involved in
politics and choose better political leaders for
India.

The campaign included the Lead India
television contest program where shortlisted
candidates competed to be the first of a new
class of citizen leader.

A multimedia campaign by JWT Mumbai
across TV, print, radio, internet and mobile
encouraged Indians to take part in the
contest and share their views through blogs,
SMS, videos and other activities.
Over 37,000 people participated and the
campaign website has registered more than
1.3 million hits. Lead India garnered
significant awards, including the Cannes
Grand Prix for Direct as well as Titanium and
Integrated Cannes Lions.

Source: WPP- the impact of our work

For details click here



Timberland is committed to
environmental stewardship. This
includes incorporating more recycled
and renewable materials into its
products, reducing its use of chemicals

and cutting waste.

Timberland’s Earthkeepers footwear and
apparel are made with the environment
in mind. They use materials like recycled
PET, organic cotton and leathers that
come from a tannery that received a
silver rating for its reduced energy use,
reduced waste and quality water
treatment.

MediaCom Hong Kong helped
Timberland increase public awareness of
its Earthkeepers range, using the
strapline “go green with your latest
style”. The ads show that Earthkeepers
provide durability, comfort and a
reduced environmental footprint.
Earthkeepers were one of the best-
selling shoes in Hong Kong in 2008.

Source: WPP- the impact of our work



MTV anti-slavery campaign

Modern day slavery is big business.
According to the UN, 25 million
people can be classified as slaves. To
dramatise this, we targeted a

provocative campaign at people who
are part of big business using the
language of big business applied to
the slave trading ‘industry’. The
strategy was to stir up a response and
hopefully prick a conscience or two.

Launch And Execution:
An email was sent to financial
journalists and big names in the City
promising them a ‘hot new
investment’. Clicking on the link took
them to Four Continents Capital
Management, a company that
seemed to be investing in slave
labour. An interview featuring the
head of Four Continents was filmed
and posted on various web sites. We
blogged, set up fake web sites for the
other companies involved and mailed
a prospectus to big names in finance,
journalists and NGO’s. Finally we ran For the video click here or go to JWT ‘s website for the case study
TV versions of the interview directing
people to a web site where you could
sign a petition.




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