Cracking the kid code
Being in the kid business, there’s one thing you can be certain of: they are a moving target. So what does a snapshot of today’s kids look like? They are tech savvy, globally aware, and brand conscious. They collect Yu-gi-oh cards, play video games like Golden Sun, and are active members of the Neopet community. They’re a fickle bunch and cracking their code is the ultimate challenge.
Marketers ramp up activity in Canadian skateboard scene
Across Canada, while some kids are attacking curbs, handrails, and stairways to perfect grinds and ollies, more and more of their less extreme counterparts have adopted skate brands as a lifestyle badge. The market no longer solely incorporates the hard-core skater, but has stretched out to include those youth who have never stepped onto a board with four wheels.
As Toronto-based youth marketing consultant Greg Skinner puts it: ‘Twenty per cent of kids do the skating, and 80% buy into it. There’s an aura of coolness that goes along with wearing the brands.’ This point hasn’t gone overlooked by marketers, as mainstream brands, from athletic wear giants like Nike and Adidas to cola manufacturers like Cadbury Schweppes and Pepsi-Cola, are now targeting the demographic.
Youth Culture marries its research, media arms
Youth Culture Group is currently marrying its media and research arms, in order to offer clients a ‘pipeline’ to teens. ‘Before the two parts were run separately but now we’re integrating them,’ says co-owner Kaaren Whitney-Vernon. ‘Everything we do is turnkey. We will offer research, design, distribution and post-research.’