The youth market is a critical demographic for brands, with an existing spending power of over $143 billion annually. As Gen Z grows into the workplace and wins more independence, this number will only increase. When it comes to marketing, however, Youth Trends suggest that traditional advertising simply doesn’t cut it.

1. hello@thisisselfhood.com
020 3195 5250

2. hello@thisisselfhood.com
020 3195 5250
The youth market is a critical demographic for brands, with an
existing spending power of over $143 billion annually. As Gen Z
grows into the workplace and wins more independence, this
number will only increase. When it comes to marketing, however,
Youth Trends suggest that traditional advertising simply doesn’t
cut it.
Gen Z is generally sceptical of advertising and harder to reach
through traditional channels. However, they have been
bombarded with sales pitches from an early age and know how to
tune out the noise. At This is Selfhood, we work with youth
insights to learn how brands can engage this passionate and
action-oriented demographic.
Here’s how you can access the youth market in 2022.
Purpose-Driven Marketing

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65% ofGen Z will spend more on average for products that
originate from a purpose-driven business. The most significant
youth trend is that young people want brands to stand for more
than products and sales. They want those businesses that have
funding and resources to positively impact the world.
Maintaining a social media presence and engaging in purposeful
marketing are two basic requirements for accessing the youth
market. Brands like Red Bull or Nike’s social strategies are good
examples of how this can be done successfully.
Authenticity is critical; you must find the purpose that already
exists behind your brand and turn it into action.
Virtual Worlds
Gaming is growing exponentially, and the devices through which
young people access these virtual worlds are changing. Virtual
reality is becoming increasingly accessible. It could potentially
present a massive market disruption in just a few years.

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020 3195 5250
Many brands are already turning to gaming platforms to
establish a foothold in this virtual space. This includes fashion
retailers selling a virtual version of their outfits in Roblox,
including Nike, Vans, Hyundai and Ralph Lauren.
Virtual worlds still hold a lot of untapped potentials. So make
your mark on these uncharted lands now to get ahead.
Engage Through Audio
Youth insight suggests that audio entertainment is making a
comeback. In the last decade, podcast consumption has tripled.
Still, audio content is worth considering even without starting
your own podcast. Retail radio is also expanding, with many
brands creating immersive audio experiences in their stores.
Innovations in this area are led by Apple and Cartier.

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020 3195 5250
One reason why audio may be so popular amongst young people
now is that recent years have driven a clear focus onto the
visuals of social media. Especially during the Pandemic, the
audience experience of these channels has become tiresome.
Multisensory elements now have a better chance of engaging
with young audiences and giving your brand that je-ne-sais-quoi.
Youth trends are constantly evolving. Stay on top of them by
leaving the youth insight into a platform specifically designed to
engage with and understand young audiences. This is Selfhood is
an insights platform that facilitates open discussion with U-30
consumers. Get in touch with us to learn how we can help you
access the youth market in the future.

6. hello@thisisselfhood.com
020 3195 5250
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