Abstract
The media view of youth is hardly encouraging. We read about hoodies, ‘happy slapping', teenage pregnancy, drugs, STDs. And these days too, we find part of the world's youth actively turning themselves into would-be suicide bombers. So, why do we get so obsessed about marketing to them? (White, 2005. White (2005) gives the answer of his own question. The first true thing is the fact that young people are not all like it's described above. Then, and here are the most important issues for marketers to remember, youth offers very good opportunities for them: Demographic opportunity: apart from Western Europe, Japan and the USA, people under 25 years old represent the majority of the current world's population. Consequently, there is a huge market for marketers to investigate.Brand loyalty: young people develop a huge loyalty towards the brands. Consequently, if marketers succeed in selling their products to this target, there's a big probability that young people will keep on buying your brand in the future.
