WHAT IS YOUTH?

Youth is the favourite target group of marketers nowadays thanks to the startup boom and over a half of the population being in that TG. Big brands have realised this, and are pushing into the digital sphere to reach out to the youth. Recently, I saw a post from one of the leading youth brands on Facebook that spent quite a few words describing what “SWAG” means. Unfortunately, 2012 called and wants its “word of the year” back. Every brand makes faux pas like this and that's fine. It's a global phenomenon where people in their 30s and 40s are creating campaigns for people in their 20s; it's a hit or miss. At the end of the day, marketers need to understand that their interns are not just there for making PowerPoint presentations and Excel sheets, but could actually provide valuable feedback on the product and communication. Pro-tip: it's a good idea to use catchphrases and trending words. 

– Rumman R Kalam, Youth of SHOUT