With the immense pressure applied by consumers on brands, they now have an increased duty of care towards the audience they present their services to. They are required to make more informed decisions around their marketing materials so as to remain as inclusive as possible and present themselves as the go-to brand for the widest range of people possible, deploying both online and offline methods.
The need to prepare for what’s to come next is one which brands are also aware of as teens are set to make up the future customer pool. Advertising which targets this group is vital. Different shopping techniques to that of their parents are utilised by the teenage generation. This is a generation that grew up with the internet, with social media influence in the form of the likes of Instagram, streaming platforms and reviews published on platforms such as YouTube.
We explore which brands are breaking the mould with their marketing activity in support of teens.
To break the stigma around periods, Lil-Lets has created their own teen range, with age-appropriate period starter kits designed to reflect what appeals to young girls. Also available are specialised products for those suffering from irregular periods.
Partnering up with anti-bullying charity, Ditch The Label, River Island launched ‘Labels Are For Clothes,’ a campaign aimed at championing self-expression and rejecting stereotypes with the deployment of people from different backgrounds (including those with down syndrome and disabilities).
As one of the go-to brands in skincare for generation after generation, Clearasil boldly endeavoured to release a campaign admitting they “didn’t know teens”, which incidentally arose from their incorrect use of a meme that was utterly torn apart by teenager audiences who said that the brand clearly didn’t know what teens liked. It was a campaign that really made an impact in that it highlighted that although the brand admits to not knowing teens, what it does know is how to help them take care of their acne.
Running with their “coolness” rating that comes in above the likes of Apple and even Instagram (in a recent Google study of 13-17 year olds), the brand is reaching out in support of teens by showing their support for LGBT campaigns with their limited-edition rainbow-coloured snack. The limited edition snack pack sold out quickly.
Dove’s Self-Esteem Project which featured educational programmes has changed 40 million lives since 2004, uncovering statistics such as that of how nine out of ten girls with low self-esteem put themselves at a health risk by not going to see the doctor or skipping meals. The brand offers free parent, teacher and youth leader resources which can be used to help adults talk to young people who may lack in confidence.
Also making use of its high “coolness” ranking among teens, Nike supports movements valued by teenagers. The brand has endeavoured to show their support for sports stars who were standing up against racial injustices, with campaigns including big names such as Colin Kaepernick and Raheem Sterling.