What is the impact of changes in the size of the 18-24 age group on marketing strategy planning in the United States?

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pohnpei397 | College Teacher | (Level 3) Distinguished Educator

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People of this age are said to have been affected by the fact that they have grown up in the internet world and in a world in which they have been encouraged to "be themselves" and to have strong opinions.  This affects the way in which marketers must try to reach them.

Perhaps the greatest impact is that these characteristics make it more likely that companies should use the "marketing approach" or "marketing orientation" when trying to develop and market new products.  That is, they should determine what it is that this generation wants and give it to them.  This is not a generation that will stand for things like the "selling approach" in which firms try to persuade them to buy what the firm has made.

 

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