This document discusses seven common misconceptions about youth marketing. It notes that young people cannot be defined by "coolness" alone, as most live average lives focused on school, family, and mainstream interests. It also challenges the ideas that youth have always been disrespectful or that their population is small, noting Australia has over 3 million youth along with many foreign and traveling students. The document advocates understanding youth culture through pillars like fashion, technology, and socializing rather than seeing them only as consumers or troublemakers.
10. ‘Coolness’ is relative…
Your average teenager goes
to school, does their
homework, spends more time
with their parents than their
friends, saves money, listens
to pop music, doesn’t drink
(that much), doesn’t take
drugs and wears a limited
supply of high street fashion…
12. 'The children now love luxury; they
have bad manners, contempt for
authority; they show disrespect for
elders and love chatter in lace of
exercise. Children are now tyrants, not
the servants of their households. They
no longer rise when elders enter the
room. They contradict their parents,
chatter before company, gobble up
dainties at the table, cross their legs,
and tyrannize their teachers…
Socrates: 460 BC
30. “Be intimately involved
with your target
audience’s lifestyle,
understand their wants
and needs and the
landscape they live in”
Omar Saar - UniverSOUL
31. The 5 Pillars of Youth Culture
Fashion Sport Technology
Socialising Music
32. (Note: Media & advertising are not a pillars of
youth culture)