Why advertisers target teenagers

So what does this critical demographic look for in new technology? To get an idea of what the kids are into these days and, more importantly, why they're into it, I decided to ask one of the smartest, most self-aware teenagers I know: my cousin Lucy, who is, as she told me recently "15 going on Lucy: "Because it's more instantaneous and personalized.

I have over 1, Facebook friends, so most of the time, I don't really care about looking through my feed. Lucy: "Tumblr is still popular. I just ended up deleting mine last year because I felt pressured to perfect it. On the other hand, my Tumblr prime was 8th grade, and I was much more insecure. I kept it a secret for a while.

I actually had a lot of fun with it when no one knew I had it. But people at my old school would make fun of each other's, and I didn't want anyone asking about my personal posts. What I found so fascinating about this conversation is that it suggests, anecdotally of course, that teens are not as fickle as described. There is a clearly defined rhyme and reason to their seemingly unpredictable tastes. It's not just about which technology is cool.

It's about which technology is safe, private, and will enable the most authentic connections. What's even more impressive is that Lucy's tastes tracked completely with what several market researchers told me. Bliss also stressed teens' interest in anonymity, claiming that Whisper, a new app that allows people to post a secret anonymously, is becoming huge with teenagers.

Another key selling point for this age group? Teens of this generation, the researchers say, are products of the tumultuous economic times during which they were raised. The recession hit during their formative years, making them especially circumspect about spending. Marketers need to be prepared and have a place where that value proposition is explained.

Pangborn notes Samsung as a model brand for this generation. This trend extends offline as well. During my talk with Lucy, she said that high-end thrift stores like Buffalo Exchange are the new go-to shopping destination for her friends. You can also ask your child about the strategies that are being used to sell a particular product. This can help your child work out how an advertisement makes a product look good.

You can limit the effects of advertising on teenagers by talking about the way advertisements work to sell ideas as well as products. Older children can also start thinking about the subtle impacts of advertising. For example, you could encourage your child to think about how advertisements influence ideas about what girls, boys, women and men should look like, wear, do, eat and drink.

You could make a game out of spotting the strategies with your child. Skip to content Skip to navigation. Studies show that a majority of teens are willing to share personal information only if they trust a company to protect it.

So post your pledge in prominent places — and err on the side of explaining in detail exactly why their data is safe and secure in your hands. Today's teens might raise eyebrows among their parents and teachers. Chalk up some of the bewilderment to the generation gap, which is typical of the age group. But today's teens have the distinction of being:. From any vantage point, these qualities share equal time with the benefits of advertising to teens.

In other words, since they are so vocal compared to teens of previous generations, today's teens make it a little easier for businesses to craft advertising messages. As a small-business owner, this means you at least have some assurance that you're moving in the right direction, eliminating some of the trial and error that advertising involves. Keep moving in that direction by embracing tactics that Oberlo says teens respond to:.

Espouse a purpose besides making a profit. In addition to being self-aware, today's teens gravitate toward brands that are socially or environmentally conscious.

Underscore your entrepreneurial values, perhaps by making the story of your business a flagship piece on your website. Gen Z is unlike their older predecessors; the majority want to start their own business someday. Choose any social media influencers with great care. More tellingly, teens are less likely to engage with them, too. Conduct yourself — and all communication — in a personable, human way. From shopping to reading post-purchase emails, teens want to feel like they're interacting with a friend.

This goal may require some trial and error how much is too much? At the end of the day, with such a sensible approach in place, you may wonder why those big-business types can't seem to figure out how to advertise to teens.

And as long as they're mystified, they won't reap the benefits. But their loss, as they say, is your gain — and knowing teens as you do, maybe even for life.