Youth marketing is all about creating CULTURAL CAPITAL

I’ve been kicking around this idea for a while now. We all know that the key to youth marketing is to get youth talking to each other about your brand. Well, i think it has to go one step further, brands need to give youth ‘cultural capital’. It’s beyond just ‘stuff to talk about’, it’s far more about the CONTEXT of that conversation as to whether youth really swarm around your idea. One of the most fundamental youth needs is that of ‘belonging’, however now with web 2.0 and the new speed of which cool diffuses into popular culture, ‘being in the know’ is extremely important for youth. Being the first to discover something and being able to give your friends that info, gives you cultural capital and relevance within your tribe. You just have to look at how competitive youth are now on social networks, it’s almost a competition as to who is going to the best part, is going on the best holiday etc. Not being a part of that, sometimes means you’re an outcast within your tribe. So, marketers need to think about what cultural capital they are providing youth which gives them social status within their tribe. Start with the evergreen 6 key pillars of youth culture; MUSIC, GAMING, FASHION, TRAVEL, SPORT, ENTERTAINMENT and how you can create utility within these areas..or better yet, create new cultural phenom that gives youth cultural capital…Easy….

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