A term i recently came across and that struck my interest is “age compression.” It refers to adolescent and younger kids who try to act older then they are by emulating pop stars and other idols. Advertisers have tapped into this market by appealing products normally intended for older demographics towards the younger crowd. Nowadays kids are using makeup, hair products, fragrances, computers and cellphones at a lot younger age. I remember getting my first cell phone in gr 11 (I still own the same one today). Now I look to my sister who just recently aquired her first mobile going into gr. 8, and she was the last of her friends to get one! This really says something for marketers. Industries are now realizing that purchasing power is not just in the hands of parents, but kids have tremendous influence in such matters. The money may not be in their pockets but that sure doesn’t stop them from getting what they want.
Keeping it market savvy,
Shai