"Youth" Now Extends to 25-34 Year-Olds?
Jim LiebeltJim Liebelt's Blog
- 2008 Oct 31
I've posted before on this blog about the trend of an extended period of adolescence in our culture. Now, according to a recent study by Viacom Brand Solutions International comes a conclusion that the 25-34 years-old demographic ought to be included as part of the "youth" market. Particularly noteworthy in the study was their definition of "youth": "Contemporary youth should now be defined as 'the absence of functional and/or emotional maturity.'" As such, I'm still concerned, and wondering about what the results of delaying the process of taking on adult responsibilities and attitudes will be. What do you think?
The traditional demographic definition of "youth" is no longer applicable in today's society, and marketers should target consumers based upon their engagement and participation in youth culture rather than by chronological age, according to the "Golden Age of Youth" study from Viacom Brand Solutions International (VBSI), writes MarketingCharts.
As people worldwide delay the onset of adult responsibilities and stay emotionally and physically younger for longer, it is becoming more acceptable for older people to participate in youthful pursuits. To support this trend, marketers should routinely consider the often-overlooked 25-34 age group a part of the youth market, VBSI said.
"Contemporary youth should now be defined as 'the absence of functional and/or emotional maturity,' reflecting the fact that accepting traditional responsibilities such as mortgages, children and developing a strong sense of self-identity/perspective is occurring later and later in life," the study said.
Indeed, 52% of all 25-34 year-olds agree they still have "a lot of growing up to do," and this sentiment is highest in Asian (78%) and Latin American (66%) markets.
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