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June 21, 2006

Excellent interview on the global youth market

Guy Kawasaki has posted an absolutely excellent interview on his blog with Kathleen Gasperini of Label Networks. Label Networks specializes are the quintesential "cool hunters", investigating what interests young people all around the world. They do first-hand observation and interviews in coffee shops, at music festivals, at the mall, any place that has a critical mass of 13 to 25 year olds. All of this research has given them great insight into what appeals to...and what offends...young people. Here's Gasperini on clueless marketing by big companies:

Young people don’t care about sweating and being hot, say, at an outdoor festival. Older people do. Success can truly smell! And young people can smell anything that smacks of insincerity a mile away. To them, some companies just stink. They are so removed from their reality. The reason so many companies try to do top-down trending is because they don’t know how to do bottom-up marketing or are afraid of change. Or of getting sweaty.

...and on some of the differences among young people in different countries...

The London kid right now isn’t as hopeful but thinks he’s trendsetting in his own head. The Munich kid is more philosophical, but socially “younger” than the 15-year-old in LA or Palo Alto, mainly because he’s not online as much and this isn’t encouraged by parents. For the Addis Ababa kid it depends on their socioeconomic level, but like the others, this kid is heavily influenced by music. Music is the common thread because it’s emotional and personal and taps into that mammalian cortex.

Completely fascinating stuff from someone who actually does first-hand research, instead of just spouting a bunch of marketing consultant-speak.

Posted by Chris Spurgeon at June 21, 2006 12:23 PM