Learning from youth marketers: adapting to the schoolhouse what business already knows about the Millennials. - HighBeam Business
Learning from youth marketers: adapting to the schoolhouse what business already knows about the Millennials.
School Administrator | September 1, 2005 | Geraci, John C.
Today's education leaders live in interesting times. As the parent-centric households of the Generation X era have given way to the child-centered households of the Millennial generation, increased pressure has been placed on educators from parents, communities and government. Boomer-aged educational leaders, who honed their careers as Gen-X was coming of age, are challenged to understand the perspective of today's youth generation.
Today's youth marketers live in interesting times as well. Children and teenagers have gone from being an afterthought in most marketing plans to becoming a primary target, even in industries not selling products that are necessarily associated with youth.
Corporations spend millions annually to understand and reach children. Putting the controversies and ethical challenges of youth marketing aside, what have youth marketers learned that can help educators reach youth effectively? The notion that educators can learn from the experiences of marketers was initially dismissed out-of-hand, but as educators have applied business sector insights to education, they have sought to learn from the commonalities of the two worlds rather than dwell on the differences.
First and foremost, successful youth marketers respect and harness the power of today's youth. Businesses that target youth realize that the days of a supply-side production mentality are long over. We have raised the most intelligent consumer generation in history. Organizations that realize that it is young people who have the power in the business-consumer relationship have succeeded the most.
In 1966, Lou Harris calculated teen spending at $12...