LONDON, Sept. 13, 2012 /PRNewswire/ — Established brands could miss the opportunity to introduce themselves to the rising generation, or risk alienating them altogether, if they don't try to identify with younger audiences through market insight, says Cint, a global innovator in DIY research solutions.
As youthful populations around the world grow in size and influence, brands should look to courting their favor with a view to the long-term. For example, recent statistics from the Office of National Statistics in the UK and the US Census Bureau put the number of residents between the ages of 15 to 29 as one-fifth of the overall populations of each nation. Not only do these numbers represent significant proportions of the overall consumer bases of both the US and the UK – they also embody the potential for developing lasting brand loyalty over the course of decades.
Clearly, different messaging resonates with audiences of different ages, and this can be further distinguished along cultural and geographical divides. Gathering market intelligence can be vital in identifying the key areas of interest within target groups and for informing activities that attract younger audiences through defining engagement, relevance, and authenticity.
Bo Mattsson, founder and CEO of Cint, advises: "To entice younger consumers to interact with a brand, it is important to highlight experiences that invite meaningful engagement. For example, rather than listing the attributes of products or services, brands can show them in action or inspire the audience to imagine how they could be used in their daily lives.
"Authenticity is another factor that the youth of today scrutinize closely in evaluating brands. While adopting a younger tone of voice, or scaling collateral to target youth through specific terminology, perceived interests, and cultural assumptions can be effective, it is important to get it right. The younger generations are particularly sensitive to the threat of imposters or those that pose as hip, cool companies solely to court their business.
"Other areas to consider are building brand loyalty, as logically having customers for life among younger populations is a benefit, and exploring the most effective ways to reach younger consumers, including outreach through social media and mobile applications."
For further information on Cint's pioneering market research software and panel management services, please visit www.cint.com.
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Victoria Harris
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