New Media Age this week reports on a piece of research by YouthNet which suggests that marketers are failing to connect with young people online.
I liked the quote from report author David Hulme - "a lot of marketers are really just wrapping up the old-fashioned method of control and broadcast and making it look young." And it doesn't work - under-24s expect to be able to 'interrogate' online content, in other words, question it, get opinions on it from their peers, re-work it, put their own take on it.
Yet more evidence of how social media is forcing a change in traditional marketing thinking.
Last month, Marketing magazine reported on an in-depth study carried out by The Youth Conspiracy on behalf of MTV, and it came up with similar evidence. The 16-24s are apparently a generation of 'celebrity-mes', demanding control and refusing to allow brands to 'interrupt their media consumption without good reason'.
Its sometimes easy to forget that the 'youth market' isn't some niche sector of society, it's the people who'll be running things very soon. These new attitudes will shape the future of marketing, and it's started already.
Image credit: http://abstrusegoose.com/120
