Teens are the future, and how brands support them!
We’ve all been there, done that, got the t-shirt when it came to high school and being a teen. So whether you loved it or not - you may not have the understanding that you were the future. The little buds that flourished into the flowers of society which make the world what it is today. Brands make a huge attempt at looking after the inbetweeners of life as a duty of care, to create intelligent and informed decisions towards their fulfilling future. Brands want the best for young people, whether you recognise it or not, there’s tons of hard work that goes into it.
Teenagers carry a large majority of modern day consumer pool of the future; in essence they like to guide young people onto the right path, whilst projecting their brand image. So advertising to this generation is a major priority. Many years ago, the adults of today utilised catagoues, shopping channels and reality shopping for their decision making. However today some of the biggest advertising is Instagram, platforms for streaming and most importantly person-to-person reviews of real life honesty on brands. They’re the generation that grew up with the internet so they’re smart and cunning when it comes to how to find information.
So lets chat about the brands who are outstanding when it comes it supporting teenagers throughout their marketing and social strategy.
Starting off with where teenage begins and the knowledge of periods - Lil-lets created a new and different range which breaks down the conversation and modern day stigma surrounding periods.
Creating period starter kits that appeal to the appropriate generation of teens; pastel colours, sketches of hearts making it more appealing. Promoting the idea of periods not being like a horror movie, backing positive vibes and making it feel comfortable to carry around products that isn’t embarrassing when the time of the month crops up.
With design in mind, they’re intended to fit smaller young girls bodies, as well as holding all the properties of adult products. Luckily night time pads are available too for younger woman.
River Island have been top of their game as they’ve collaborated with the anti-bullying charity - Ditch The Label as their present their ‘Labels Are For Clothes’ a huge campaign in which they champion self expression whilst rejecting stereotypes. Now as it celebrates its 30th birthday (woo - who’d have thought they’re 30!) the store has created ads that incorporate a variety of body types and abilities to heighten inclusivity awards its customers.
Going on towards the collection of autumn winter 2018, it’s their most diverse collection and campaign utilising people from different backgrounds, including disabilities and down syndrome as some of the stars to normalise the diversity.
As the teenagers of today will shop, this is bring great understanding to the majority as high street brands like River Island represent on a national scale the normalisation of differences between people through branding.
You know what its like in your teen years, skincare is difficult no matter how many products you throw at your face. Hormones and extremities of skin are vastly a problematic subject for young people. However in the modern generation there’s one brand that teens can reflect upon as being the saviour for all troublesome skin. Clearasil is a holy grail for anyone who is acne prone and suffering with blemishing skin.
A brash move, for the brand to release a campaign admitting they “didn’t know teens”. The brand’s ad campaign rose in popularity from the use of the meme, which was contrastively giving attention to the fact that they thought that teenagers didn’t know what they wanted. Compiling videos in which staff of Clearasil being totally out of touch with their teen viewers. Luckily they admitted to being honest which teens would be rather interested in than attempting to be cool.
So recently a massive study came out that showed in a recent Google study of 13-17 year olds that went more viral with Doritos than Apple and Instagram on their level of “coolness”. So lets discuss how they’re supporting the teenage generation.
A major key method of enticing in teenagers is the support through what the teens support themselves - clever right?
Doritos got it completely spot on with their support for LGBT campaigns with their limited-edition rainbow-coloured snack. To get one of the goodies, it required getting a donation made out to Gets Better Project. As with Doritos as a brand, and their appeal to the teens - it swiftly sold out!
The conclusion from this was that Doritos made a world concern which was upped in value by teens without claiming to be an entire solution.
Dove have always believed that they allow young people to reach their entire potential whilst bringing in the Self-Esteem Project. Changing the lives of a sky-rocketing 40 million lives ever since 2004 via educational programmes. Shocking statistics found that nine out of teen girl with low self-esteem put their health to risk not consulting a GP or skipping meals.
Dove gave out free parent, teacher and youth leader resourced to give aid to adult when talking to a younger person who may need a boost in confidence. In addition to their resources it gave them an online blog that helps you to learn more about key areas that influence the life of a teen. Ranging from topics around social media, reality TV pressures, bullying and a teens mental health.