Over the years, companies targeted youth as a significant market, shaping strategies around their needs and desires. Automakers like Ford and Volkswagen crafted iconic products and campaigns to signify independence and rebellion to Baby Boomers. This focus shaped how youth was perceived, making it a key demographic for selling various products and services. Companies developed brand identities that resonated with younger generations, showcasing the importance of youth culture in marketing strategies and establishing a lasting influence on consumer behavior and trends.
For decades, companies built entire strategies around the pursuit of youth. Automakers, for example, sold independence to Baby Boomers coming of age—the Ford Mustang, Dodge's 'join the rebellion' campaigns, and Volkswagen's Beetle all signaled that youth wasn't just a stage of life; it was a valuable new market category.
Jennifer Wong is the Founder and Principal Consultant at JLW Consulting and Advisory, where she helps organizations achieve their social impact goals through strategic guidance, market insights, and leadership support.
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