Young People Matter-Discover the Fifth Nation of the World: A Call for an Alliance toward Youth Marketing

Create a mental image of your average teenager. Perhaps your kids or your grandkids. What do you see? A mindless zombie before the enticing screens of modern technology? What if I were to tell you that from the midst of this new generation comes the rise of a new and growing consumer base? And that to venture upon such a fresh and unfamiliar base is to take a dive into a sea of wonder. Boundless, dynamic, and, most of all, baffling.

From this unfamiliar territory stems a new alliance that is willing to, for the first time, cooperatively discover the countless possibilities within this new target audience. However, to understand it is a whole another ordeal. The alliance must not merely study the byproducts of the modern age, but also the psychology of this era’s youths.

Discover the Fifth Nation of the World

“A sense of uncertainty unifies the teenagers around the world,” says Stephen Drummond, responsible for Coca Cola’s integrated marketing in both China and South Korea, as he enlightens the audience on the “perennial and eternal similarities that unite teenagers in every generation.” People are merely the products of their environment, and while there exists differences in their methods of expression, the similarities far outweigh the differences. Now finding itself in the digital age, our society is flattening into threads leading to stronger communication, more opportunities and choices, but at the same time, confusion.

“Generation Xi,” named so because the members of this Chinese generation is flourishing under the Chairman Xi Jinping’s term of office, “do not define themselves in the same generational sense as previous generations in China,” says Zhen Lin, CEO of Isobar China. In fact, they are evolving along with their environment. China is a country that looks forward rather than backward, and a phenomenon has occurred in which it is no longer China that cares for other countries’ perception of it but the other way around.

A paradox is thus born. “Some things never change. At the same time we are in a constantly changing environment,” summarizes Drummond on his ideas. The Chinese media also phrases it in a “punnier” fashion: We live in the People’s Republic of Change.

A Vehicle for Self-Expression

Some things never change. The youth long for expression and identification, but at the same time, they do not have what it takes to fully express themselves. Hence, Drummond raises one of the underlying questions of this event: How can a product become their method of expression?

Isobar has the answer to that question. Launching its latest summer campaign in China, Coca-Cola has utilized a way to make products the youths’ vehicles for self-expression. Musicon, conceived by Isobar, is a campaign that involves placing lyrics of songs from pop culture onto

Coca-Cola bottles. The new campaign attempts to be “fundamentally youth-drive, but also universal”, as Drummond states.

Rise of Social Media

Coca-Cola’s new campaign carries with it a new and pressing question: What are the effects of social media on the new generation? There exists a marketing principle inside Coca-Cola called the “70-20-10 principle”. 70 represents the 70% of known media forms, namely the traditional mediums such as the television and the 20 becomes the next step or the newer forms of mediums. The 10 encompasses the 10% of mediums that businesses deem as experimental methods, and while social media was once determined as a part of that 10%, studies such as the Coca-Cola Musicon campaign prove it to have risen rapidly into the 70% of basic mediums.

However, the popularity of social media proves to be perplexing for many businesses stranded in outdated methods of thinking. For the price of having information readily available at their fingertips, the youth of the current society find themselves stuck in a constantly changing environment which businesses are unable to keep up with. Nowadays, brands are beginning to find themselves and their methods “outdated”, for their ideas are driven not from the youths but from the older demographic. Fundamentally, it’s the brand structures that are truly outdated. “Coca-Cola’s case is a representation of the capabilities of 80’s and 90’s youths,” explains Xiaohui Fang, Consumer Insights Manager at Kimberly-Clark China, “Such ideas are definitely not from those of the 60’s generation.

Simply a decade’s gap can bring upon such massive differences in both the generation’s thoughts and actions. “It is a remarkable era,” says arkr GROUP managing partner, Lu Zhang, “the era of Internet where opportunities are given to everyone, hence granting students with far more chances at creation.” While generations before indulged in fantasies or daydreams, the new generation has both the ability and the motivation to act upon their ideas.

“Cradle to Grave”

The expression “cradle to grave” describes the now mainstream emphasis on understanding the needs of consumers and forging long-term relationships between a brand and its consumers. This expression taps into one of the fundamental aspects of youth marketing and is a topic explored in the summit. The ultimate dream for many brands, the “cradle to grave” strategy may be far too idealistic in the puzzling Chinese market. Many examples have proven that brands are merely able to target specific consumer bases rather than an entire generation for a lifetime. One of the most notable examples lie with the Apple Company which targets specific age groups rather than following the “cradle to grave” strategy.

“I believe it is really marks a change in conception,” explains Fang on the strategy, “It doesn’t simply mean that for one product we can only focus on a specific group of people without any flexibility.” Rather, Fang believes that brands should grasp their core group of consumers and hope that through them, the consumers can influence other groups around them. Apple once

again becomes the perfect example for this change. Targeting the new generation of youths, its effects on those around them are also significant. From iPads in kindergartens to products given to the older generation of parents, Apple’s strategy borrows from the influence of their primary consumer base.

To make matters even more complicated, a puzzling effect seems to further the young people’s cloak of mysteriousness. The effects of fragmentation in this generation are brought on by the overwhelming amount of choices. From the variety of apps to the diverse collection of social media platforms, can Drummond continue to claim that the similarities are more important than the differences between the youths? “From a good brand, a good method of advertisement or a good social media platform, a sense of togetherness is still able to be maintained to a certain degree,” answers Fang. And that is what truly matters for a brand, to grab onto the key points of similarity. The inevitable effects of fragmentation will continue to exist, but the point is to find order amid the chaos.

The 7 Deadly Sins of Youth Marketing

Sins come at a price. However, in the face of the rising opportunities in youth marketing, it is not the judgment of God you face but the judgment of your consumers and target audience. If that does not sound frighteningly enough in comparison, perhaps Anding Zhang, co-founder of China Youthology, can convince those focused on youth marketing of the dangers if these warnings go unheeded.

Fear and Adulation vs. Reality and Equality. The ever-changing youth culture has made many nervous in their attempts in following the main stream trend. After all, how do you follow something you cannot even begin to understand? Many brands make the mistake of treating the youths as targets of adulation and placing them onto a completely different platform as those of other generations. However, that is an outdated concept. A new trend now rises in the young people. They talk to their elders on a more equal platform and standing. The form of respect once given to elders now shifts to be only given to those that they trust, and the same concept applies in youth marketing. For the fear of missing a chance or repeating an idea in the quickly-changing culture, brands chose to chase down the main stream train rather than developing a unique idea true to its brand culture. Trust is a critical aspect of marketing and youth marketing is no different. It no longer matters if a brand is a so-called “youth brand” but rather if the idea if unique and trust is earned from the young people. After all, respect is only given to the trusted.

Empty Words and Attitude vs. Price of Action. Within the past years, we have begun to see a trend in marketing. Spokespersons are increasingly becoming stars and opinion leaders. And yet another trend is seen, for dreams and attitudes appear to dominate the topics for such spokespersons. Can mere empty words rouse the youths to action? “All young people know this.” Answers Zhang, “That it’s okay to talk about dreams and attitudes, but taking action is difficult.” It is not enough to take the easy way out and introduce famous speakers, but rather, it is imperative to connect with the target audience.

Where is the logic behind these spokespersons? The truth is the brands merely seem to be following a popular trend. A successful example that does not follow in others’ footsteps lie in the Nike brand which focuses on a group with a demand. Pulling the youths together in a group for action, being a sports brand, Nike creates an audience of running lovers and prompts them to take action rather than attempting to inspire them with empty words and promises. Their success lie in the fact that they remained true to their brand rather than aimlessly follow and worship their target audience. Stop considering what others are doing. What should you be doing for your brand?

“Coolness” and Uniqueness vs. Quests for Meaning and Belongingness. There has been an emphasis made in recent commercials throwing light on the fact that the 90’s generation have a general need to be different. Wrong! They are merely brushing the surface to a frenzy of chaos beneath the stereotypical teenage attitude. “Rather, we are hoping to find a sense of belongingness. Whether it be an emotional belongingness or an identity belongingness,” said Xin Zhang, president of AIESEC’s Mainland China Headquarters. Thinking back to the Coca-Cola music campaign, it helps the new generation in finding a sense of self in the lyrics that aid expression.

As stated earlier in this article, the alliance must not merely study the byproducts of this modern age, but also the psychology of this era’s youths. It is not enough to simply brush the surface, but to dive into the truths hidden behind the superficial aspects of teenagers that most of us believe in. It is so simple, since all this generation of children care for are “coolness”. Once again, wrong, for we are merely speculating from things we do not understand. Why do teenagers do the things they do? Why are skateboards suddenly popular after a five years decline? We are not even close to the fundamental aspects that make up youth culture. Look under the surface, at the psychological pieces that form the bigger puzzle. What if “coolness” is actually a search for identity and meaning? A sense of curiosity and rebelliousness fuel the new generation, but at its core lie the new sense of independence. This generation has found a new world of acceptance and with that grew a stronger need to believe in something that is true to themselves. It is, fundamentally, self-acceptance.

Left Brain vs. Right Brain (Logic and Science vs. Emotions and Culture) Why are my advertisements not moving my audience? Many brands have troubled themselves with this question for countless times. However, the answer is simple. The problem is not them, but you. A study was created by the company One Show, as described by Chao Ma, Chief Representative of OneShow China, proved this misconception. Two advertisements were shown to the students whom OneShow interviewed face-to-face. The first was of that of a famous spokesperson driving the car down a winding road, appealing to the more successful audience. The second was the famous Volkswagon 2011 Super Bowl commercial of the kid in the Darth Vadar mask attempting to use the Force on a washer, a dryer, the family dog, a baby doll, and finally, his dad’s Volkswagon Passat, which roared to life much to his surprise. The students were asked which advertisement they preferred and found memorable. Almost all said the second. Then they were questioned on which they would find suitable for clients and the Chinese market? And almost 80% replied yes. The surprising reply lie in the fault of the advertising companies who claim that advertisements are not creations, but instead, have to respect the consumers and their needs.

Where is the room for creativity? Have companies simply left creativity to die as they worship their audience as Gods with the misguided idea of “respect”? “If you give these passionate, creative people more space, more freedom, more confidence, and more initiative,” proposes Ma, “It can change the traditional relationship between the two parties which is far too similar to the relationship between in-laws, and the worst kind at that. Morph it into a partnership, and with that, the industry will find itself gushing with many more excellent works.”

“Diaosi” and Mass Consumer Market vs. The Individual Consumer and Segmented Market. “We are a mass consumer brand,” says far too many brands. What do these words truly mean? If such brands continue to suggest that they are facing common, or as the Chinese often like to call it, “Diaosi” consumers, what are they? If many fails to define them, then it simply goes to say that we are facing not a simple mass consumer market nor common consumers. However, with the misconception, many brands fall to lowly strategies, communicating to their audience in the form of pure entertainment rather than believing that their audience can be appealed to with intelligence. They are treating the consumers as a whole rather than as individuals.

The IT market provides a great counter example to the mess. Any successful Internet-based IT brand will respect the individual consumer. They pay attention to whether or not the consumer will devote all his money and attention to what he likes and instead focuses on that. We are no longer facing an average consumer market, but rather one which requires variety. It has morphed into a market that fits the concept of market segmentation and it is the brands that must conform to such a turn in marketing values.

Females of the Male Perspective vs. Females of Self-Exploration. A feminist topic and one that not only brands and markets have explored. The rise of women in the consumer market is a topic worth exploring and one that might prove to be controversial between the sexes. Far too many times do we see this topic spoken from a male’s perspective and far too many times do we see the sense of femininity from the male’s perspective. In modern advertisements, they stress the concept that females are beautiful. However, that is no longer what women wish to hear. Beauty? Confidence? So often seen in our television screens and laptops, chosen to appeal to women, but they are aspects of females that men believe are important to them. Women of the new generation have found a voice and wish to use it.

“It’s not ‘females are beautiful’, but ‘I’m beautiful’,” explains Lili Wang on the topic of modern female psychology. The market of female consumers holds promising opportunities but it is up to the brands to seize that opportunity to help the growing females create a new world of expression. One no longer relies on the binding perspective of males.

Arrogance and Adherence to Societal Structures vs. Sympathy for Individuality. Take a trip down memory lane to when you were still in college. Remember the love, the pain, the laughter, and the tears. What makes the young people of this generation any different?

At the core of youth marketing, there lies this binding impression that the 80’s and 90’s

generation are of an alien species. Such impression paves the way to the arrogance that separate the brands from its consumers, voluntarily fantasizing in the idea that their brand is above everyone else. They would rather think in societal levels than as equals and speak to the consumers not as an individual but as a group. This proves to be the worst of the seven deadly sins.

Take an advice from those who have succeeded in youth marketing. From CMO to its cashiers, the people that the brand choose have an energetic appearance and a fiery sense of individualism. Rather than looking down onto their consumers from their thrones, they communicate with them as individuals of an equal status. “I am an individual and my consumer is also an individual. I am equal with him. Only by freeing yourself of that societal status granted to you by your faction and that glory granted by your brand, only by seeing yourself as an individual, can you understand that the unfamiliar group of consumers are actually just like you,” says Anding Zhang, “You’re all normal people. And on this point, empathy to individual equality is the most difficult of all traits to gain, and only with that trait can you accept and accommodate to the changing youths of this era.” That is the key to understanding the generation that might seem so alien from the start, for if one refuses to be rid of that deadly sense of arrogance to those that one markets to, how can one even hope to do any more than scrape the surface of the psychology of this era’s youths.

A New Alliance

In the light of the growing paradoxes and questions revolving around this puzzling generation, Young People Matter rises as an alliance determined to search for the answers. With the hopes of building an industry-wide platform, Renren has gathered many others to share their goal of studying the young people along with finding the pieces of the puzzle that have eluded modern brands. “Our [Young People Matter] purpose is very simple.” Says Yidan Chen, Chairman and CEO of Renren, “Listen to the young people and step into their shoes. Let them have the final say.”

However, these ambitious words may not be as simple as they sound. Brands such as Coca-Cola have built their brand culture upon young people’s culture and mainstream values, but could that be applied to all the brands? A dilemma is posed on whether or not a brand should truly allow the young people to have the final say. While such campaigns such as the Coca-Cola Musicon campaign is an interesting idea, the truth remains that the campaign has also morphed into the brand’s culture. Not every brand will have the luck or the ability to build its culture with mainstream values. “Every brand wants this, but not every has the chance,” elaborates Miao Cao further on the idea, “It is hard enough just to follow culture and sometimes the brands aren’t even willingly following it, not to mention building a culture.”

And yet some may begin to doubt the true extent of this “alliance”. In the face of the Chinese market, where most brands are far more isolated than those in America, are these brands truly willing to assemble to face the growing consumer base? While brands such as Google, Amazon, and Facebook, which are willing to share their data and studies, the Chinese

brands have different data, different clients, and no will to publicize their findings with competing markets.

“If you can open the channels of communication, it can push Big Data onto a whole new level. The impact this can have on young people will be largely effective,” says Jenny Chan, reporter from Campaign Asia-Pacific, on the topic of unification, “Is there any way for everyone to unify toward this goal?” The answer turn out to be greatly complex. “We, as the media and as those of the business field hope to see a more open platform,” answers Fang, “We’re looking for answers, and the closed channels certainly prove to be obstacles.” Perhaps the alliance isn’t as allied as they themselves believe, but they are nonetheless working toward the goal of unification. It is now a matter of words versus actions, and valid reasons hinder the Chinese market from achieving a more open platform. And that chance has come, for Young People Matter offers a platform for such forms of integration.

From its creation merely a year ago, the alliance offers a beacon for others to unify toward the fresh consumer base. Those that were once dismissed as merely children have now morphed into targets for studies and marketing. Not what you expected when asked to create a mental image of your average teenager, is it?