Vilceanu Letitia-Gabriela, G121, 2nd Year, FABIZ-English

2nd Summative Assignment

Why are companies targeting young people for their business?
Please describe the young customer from today, aged between 18 25 years.
Youth marketing is the term used in marketing and advertising to illustrate the
relationships and all the activities done with customers, typically aged 13-35, also known as
millennials. Companies are targeting young people for their business because, after all, the youth
is the one defining all the new trends and decide what is better or not. Also, young people are
valuable customers because they can influence easier and faster the purchasing decisions of their
acquaintances. Additionally, companies can use various ways to promote their products and to
use incentives (discounts) in order to gain young customers, because the young ones are
considered to be free, happy and cool and they can be in charge of creating the brand and the
position of those companies in the market.
Todays young adults aged between 18 and 25 years old are a subgroup of the Millennial
Generation or the Generation Y. They are children who are beginning college, finishing it or
even starting their own new carrier. They grew up in the same time with the technology and have
different demands than previous generations. Maybe more.
Here are some characteristics of those young costumers:

They ask for more customer service options;

They ask for a personalized and true customer experience;
They care about the values and the reputation the company;
They expect that technology would ease their work and their experience;
To implicate social media and, moreover, social causes to see that through their
purchase, they did something good for a cause and to spread it around on the internet;
They also want to collaborate and work on the brand of the company.

References used:
http://www.marketing-schools.org/types-of-marketing/youth-marketing.html
https://en.wikipedia.org/wiki/Youth_marketing
https://www.nngroup.com/articles/young-adults-ux/
https://vtechworks.lib.vt.edu/handle/10919/11053
http://www.forbes.com/sites/micahsolomon/2015/11/14/2016-is-the-year-of-themillennial-customer-heres-how-to-be-ready/#4d05e8426e72