Fortunately, pizza is one of the direct and lasting connections between teenage guys and the dairy biz. Ice cream is another direct connect for boys. But then again, everyone eats ice cream from cradle to grave.
Young men consume a disproportionate share of the world’s cheeseburgers, fries and COLA. But, their milk (beverage) consumption starts a steady decline at about age 16. I don’t think they go near yogurt.
Young women don’t want to get fat. So, they stop drinking milk at age 11. Yogurt makers have spent some time and energy attracting women of all ages. But I’m not convinced many in the dairy business have done much to specifically attract female teenagers to dairy. Vending has some potential, on the male side of the ledger.
Today’s teenagers (those born in the 1980s and 1990s) are the largest generation of teens ever in the United States. There are more teenagers today than Boomers – the previous pig-in-the-python generation – of several generations ago. Researchers say this generation – sometimes referred to as the Millennials – has the potential to be our next “hero” generation, supplanting the self-involved and materialistic Boomers.
- Research tells us that today’s teenagers feel they belong to a global community more so than a city or state or country. They welcome diversity, different races and cultures.
- They are optimistic beyond the usual invincible mantra of earlier generations. They understand that life is very complex, but they are convinced that they will be able to handle future developments. Life is pretty good right now and they’re firmly convinced their lives will become even better.
- Teens are fickle. They go through idols and fashion phases like a hot knife through butter. They don’t dislike or disapprove of the previous idol/fashion; they’ve just found something new. Because they’re so savvy technologically, these “fads” spread across the country, sometimes the world, quickly.
I hate to pick on you Britney, but there’s one other problem with your moustache shot. You look like a loner, like a loser. Get some friends. Truly “successful” teenagers are part of a group, of a team.
But don’t take my word for it. If you really want to do some marketing aimed at this generation, talk to them. I’m not convinced many people, even those whose research is cited above, really understand teenagers.
After everything I’ve seen and read, I’d say: Go to the source. Let teenagers do your marketing to teenagers.