Douglas Zarkin is an expert in youth marketing recognized for his work developing campaigns for major brands. When targeting 16-24 year olds, he argues that the most important consideration is their view of the world as digital natives who expect control and interaction. Surveys show that ads are viewed with skepticism, and youth need to directly benefit from engaging messages through giveaways and entertainment rather than passive preaching. Successfully reaching this demographic requires marketers to closely follow their changing interests.