Marketing to the Millennial Teens

There is no teen generation that has ushered in more change for marketers than the millennial generation or Echo Boomers. With this market segment we saw a radical shift in disposable income, technology and key buying influencers. As the generation’s influence grows, Marketers are granting these teens ever increasing ownership of brands. So who are the Echo Boomer teens?

Demographics:

• Age: 13 to 18 years of age
• Ethnicity: Predominantly Caucasian
• Disposable Income: $3,309 per year per teen (does not include influence on parental purchases)
  

Behavioral Profile:

• Raised on the internet and technology gadgets, Echo Boomers not only embrace technology, for them technology is a way of life.
• Granted an unprecedented access to information has made them very brand and product savvy.
• Due to parental time pressures and guilt, Echo Boomers yield considerable influence on major family purchases.
• They have little to no brand loyalty, therefore new and emerging brands or products have more likelihood for success than in previous generations.
• Media is a significant focus for this group, including the following areas: TV, internet, video games, cell-phones and digital-media devices.
• Use the internet as a way to experiment with ‘self’, particularly areas like MySpace and FaceBook.
• Though they have changed significantly, there still are unique groups that impact buying patterns such as Moshers, Cool Geeks, Socialites, Sporties, Techies, Urbos, Chavs and Goths.
  

Psychographic Profile:

• Echo Boomer teens want to be acknowledged, but do not want extra-special attention or want marketers to be overtly courteous.
• Surprisingly this group is less concerned about peer pressure.
• Echo Boomers are very motivated by causes (e.g. environment, education, poverty, etc.), but it does not appear that any one cause stands out.
• Jeans and tennis shoes are no longer believed to be status symbols; it is the ipod, cell phone and lap top that identify you.
  

As I continue to research this market segment I plan to narrow my research focus, potentially just to this segment, their use of technology and its impact on marketing.

Lance Armstrong Campaign: LIVESTRONG

http://www.livestrong.org/

SENSE

Though LIVESTRONG campaign is most well known for the visual imagery of the bright yellow bracelet, more than 50 million people wear the LIVESTRONG bracelet globally, the LIVESTRONG website has topical articles and information for visual senses and personal story audio files for auditory senses.

FEEL

Cancer is an emotional topic. The LIVESTRONG campaign inspires people to empower others and/or be empowered by those around them. This particular campaign makes it particularly difficult to disassociate the community (RELATE) from the emotions (FEEL) because the community inspires the emotion through strength and unity.

ACT

The motto, LIVESTRONG, encourages those directly or indirectly impacted by cancer to take action by changing their attitude and gaining knowledge. Their belief is that these changes have a significant impact on the success of cancer treatment and recovery. For cancer fighters they encourage action through materials like the LIVESTRONG survivorship notebook and worksheets. For everyone they encourage and enable grassroots fundraising, advocacy, personal donation and volunteering through print materials and the website. Note that most of the buttons on the website are action oriented.

THINK

Though the LIVESTRONG motto is action oriented the meaning behind it is all about knowledge. The more you know the more you can do. The more you know about fighting your cancer the better chance you have of beating it. The more you know about your friend or family member’s cancer the better chance you have of helping them and of empowering them and yourself.

RELATE

The LIVESTRONG campaign is all about creating a community. However its high brand awareness and exponential growth for such a personal topic has weakened its ability to create an intimate and effective community. Surprisingly the website does not seem to allow ways for people to connect and communicate with each other.

MAXIMIZING SEM’S

It was quite challenging to find a campaign and product that touched the maximum number of experiences AND was not an overused campaign. However, the reason is because the campaigns that manage to touch the greatest number of experiences while maintaining their brand strategy puts them on top.

Is the Metrosexual Male Passé?

Some argue that corporations identified the metrosexual male to simply fuel men’s fashion and buying habits. Regardless of its origins, many men identify with the metrosexual moniker, possibly because many women like the idea of a man who better understands them. However, just because you paint the house doesn’t mean the foundation cannot crumble. Much of the marketing research directed to reach the metrosexual male seems to have fallen on deaf ears. Is the metrosexual male passé?

Demographics

The metrosexual male is typically between 25 and 40 years of age; however there is no strict age limit for a metrosexual. The demographic is more generational and tends to move with the accepting generations rather than staying with a particular age group. Maintaining a metrosexual male lifestyle requires a reasonable amount of discretionary income; therefore, the metrosexual male tends to have an income of greater than or equal to seventy-five thousand dollars per year. He also lives in an urban area, allowing access to current trends. According to recent research the metrosexual group is now thought to be quite small, though I tend to believe it is growing, particularly because the female population seems to embrace metrosexual archetypes such as, James Bond, George Clooney and David Beckham. Also this evolved male group will continue to grow as females continue to maintain an equal role in the household and becomes more of an important role model to their male children.

Behavior Profile

When describing the behavior of the metrosexual, he is often referred to as a heterosexual homosexual, meaning he is sexually attracted to women, but has a strong interest in being hip, fashionable and well-groomed. The metrosexual does not mind, even enjoys, shopping, particularly the result of being trend-forward. He is also comfortable with buying and using a wide variety of grooming products and may even visit a spa for beauty treatments previously reserved for women. He tends to be a member of an upscale gym or athletic club. The metrosexual is inclined to be an early adopter particularly in the following areas: clothing & accessories, technology, cars, music, travel and food & alcohol. Therefore, a great deal of his income is spent on such items. The metrosexual also takes great care with his home décor, even while single. Since men are currently single during greater portion of their life, this is a significant change for marketers. The metrosexual enjoys studying the latest on subjects such as art, politics and wine. Women often befriend the metrosexual, but are not inclined to date him until later in life, at which time they tend to snatch him up like candy. Non-metrosexual males often find the metrosexual pretentious.

Psychographics

The metrosexual believes that appearance is a reflection of person. He also affirms that one’s knowledge of current topics emulates their intellect, requiring him to keep-up with prevalent news in pop-culture, business, world events & politics, restaurants, clubs and bars and the arts. He believes that quality and refined-taste are synonymous with expensive. The metrosexual desires to be the life of the party.

Observers note a recent cultural shift from the metrosexual towards the retrosexual male. There is much speculation as to the reason for the pendulum swing. Some believe that it is due to a backlash in response to the metrosexual label by the larger more masculine male market segment. Others believe the retrosexual moniker is just another corporate creation, designed to re-focus on the manly-man to which so many of their products are designed. More than likely, it is simply that many companies have discounted the complexity of their male consumers and failed to understand them.

In answer to my opening question, no, the metrosexual is not passé. And the retrosexual roams free. The reality is that neither taxonomy comprehensively covers most men who reside comfortable somewhere in the middle.