At the beginning of the 21st century, in most of the world, the average age is only 25; there are going to be more teens in the next ten years than in the last 25. Attaining global leadership requires an organization to appeal to the teen market. Based on the results of a worldwide study of teen consumerism, which surveyed more than 27,000 teenagers in 44 countries, this work aims to help marketing and advertising professionals target teens by better understanding their similarities and differences. The results of the survey reveal teen attitudes, values and views towards brand affinity in a wide range of product categories - fashion, electronics and technology, entertainment, media, food and beverages, and more - and provide all the information marketing managers need at a fraction of the cost of obtaining the primary data.
Table of Contents
Welcome to Teen Planet: Population 560 Million. The Money Trail. The 10 Unifiers of Global Youth Culture. The Key Differentiators of Global Youth: Why It's Dangerous to Generalize. The Six Values Segments of Global Youth: The Ultimte Differentiator. Regional Broad Strokes. Eighteen Country Snapshots. How Marketers Can Tap into the $100 Billion Allowance. The Fabric of Everyday Life. Beyond 2000. Appendix. Index. About the Author.
ELISSA MOSES is Senior Vice President and Director of Global Consumer and Market Intelligence for Royal Philips Electronics N.V. As the innovator behind The BrainWaves Group, a global strategy and trends consulting group, her clients have spanned The Coca-Cola Company, Calvin Klein, MTV, General Motors, Levi Strauss, and the NBA. Ms. Moses is a popular speaker throughout the globe on marketing strategy and lifestyle trends. She has been profiled in the New York Times and USA Today, as well as on the Today Show and NBC Nightly News. Prior to founding The BrainWaves Group, she was Director of Strategic Planning at DMB&B Advertising (now D'Arcy Worldwide). Elissa Moses can be reached at firstname.lastname@example.org.