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October 2008

launchgroup.com.au > Blog > 2008 > October
28 Oct

Youth No Longer Defined by Age; Consumers Stay ‘Younger’ Longer

by launch-admin Oct 28, 2008 0 Uncategorized

The traditional demographic definition of “youth” is no longer applicable in today’s society, and marketers should target consumers based upon their engagement and participation in youth culture rather than by chronological age,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. Read the full story here.