Learning That “Youth” Is Not An Age
Very few people who cross my path on a daily basis seem their numerical age, and you’ve probably noticed the same in your life. Why that is should certainly be something marketers consider as they seek more relevancy in serving consumers.
After all, back when I was a kid the stereotypical 40-something was someone who had, pretty much, one foot in the grave. Today, many in that age range are re-inventing themselves for the first, second or third times. The grave is nowhere in sight. Whether they have come to that youthful place by way of job loss or just an awareness of their changing priorities and passions, the point is that most people can choose to stay healthy and active and passionate, which leads to them in no way seeming their age. 50 is the new 40, 40 is the new 30, and 30 is the new 20 (I think it stops there…).
So, it was not surprising to read this news in a MediaPost Research Brief today, specifically about the 25 – 34 year old population:
According to the “Golden Age of Youth” study from Viacom Brand Solutions International, marketers should target consumers based upon their engagement and participation in youth culture rather than on their chronological age, and consider the often-overlooked 25-34 age group a part of the youth market, VBSI said.
Kevin Razvi, EVP and managing director of VBSI, said “… people are trying to stay younger for longer… 25-to-34 year-olds are continuing to consume music, gaming and the internet and are enjoying the pursuits of their younger years… we… need to rethink what ‘youth’ actually means and… (how to) approach this constantly evolving group of people.”
If health is the new wealth (perhaps because it is really all any of us can influence these days?), this new definition of youth makes a lot of sense. More people have realized that their love of new music, team sports or other formerly considered “childish” activities doesn’t have to end – ever.
Studies like VBSI’s show that traditional market segmentation misses the mark, and today’s consumers are willfully (and with glee!) crossing those old age-range lines in the sand.
On that note, I’m off to jump rope.
