MARKETING TO YOUTH IN AUSTRALIA – GUIDE & TIPS
Find out below Marketing to Youth Guide and Tips. Curated by MAU. Senior Digital Marketing Specialist at eDigital.
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MARKETING TO YOUTH IN AUSTRALIA – GUIDE & TIPS
In general you could say you are part of the youth bracket if you are between 16-35 years old, but hey this is a pretty big age bracket and surely there are pretty big differences within this age bracket.
Before we start telling you how to approach youth, it is important to remember we are here talking about two different generations:
- Millennials (24-35 year olds) and
- Generation Z (16-23 year olds)
Some of the below tips and advice might apply to both but some might not. You will need to test what works for your organisation.
THINGS TO KNOW ABOUT AUSTRALIAN YOUTH BEFORE YOU MARKET TO THEM
To confirm what the most popular topics Australian Youth care about, below you can find insights from three different surveys.
MOST IMPORTANT TOPICS AUSTRALIAN YOUTH CARE ABOUT…
- Climate change.
- Travel the world
- Starting a family
Since 2010, Junkee has partnered with research agency Pollinate to ask more than 25,000 young Australians about what matters most to them and the key takeaways are…
- Climate Change
- Gender equality (However 38% of GenZ said “feminism” has gone too far vs only 9% GenY)
- Social equality – However big gap (65% GenY vs 53% GenZ)
- #Metoo movement
- Mental Health
An interesting note of this study, young australians are not concern on topics related to immigration or terrorism. They are actually more worry about data privacy than these two.
WHAT TO DO WITH THESE RESEARCH INSIGHTS
For instance, your brand can emphasise all the activities and innovations you are taking to create a more sustainable product or service.
Similarly, is your brand helping young people be better prepared to travel and experience the world?
On the other hand, Australian youth would like brands that help them in the process of building relationships and starting a family.
Online retailers are using those insights to bring extra help in the customer purchase journey. An example is Farfetch, a fashion online store that re-sells more than 700 brands using Good on You ratings related to how ethical and sustainable are the brands offered on the site as most of their customers are women between the 20-30yo bracket.
farfetch the conscious edit good on you ratings
SIMILARLY THE XXX REPORT…
As a result we can see many marketers now not only looking at product direct rational benefits but also looking for ways to align their activities to some of this topics youth in Australia care about.
YOUTH AND THEIR PREFER COLOURS
Colour preferences change every year. Mainly driven by the fashion, cosmetic/beauty and design industries; there are some specific colours young people tend to like the most. However if your brand has already decided on a clear colour palette it is ok to stick to your brand colours. You still can be playful with trendy colours in order to maximise the chances of attracting your youth audiences. For example, young women this year tend to like specific colours as noted in the Cortex research. Other places to find colour trends are Getty Images and Pantone.
azure colour of the year 2018 cortex
MUSIC AND YOUTH A STRONG LINK
No surprise youth audiences will have an opinion about pop-culture music icons J Dilla, Notorious B.I.G. Jay Z, Rakim. When working with Australian youth is important to understand what their celebrities are? what they like about them and find ways and space they can enjoy the pleasure of being a fan.
This will also apply for street art, sports and others. The question here is: Are you creating ways or spaces where your youth audiences can embrace the love for their fans? Do you actually understand and value why youth love their icons?
j dilla jay dee illustration art
A great way to look at which musical artist influence Australian youth is to look at the top Australian Youtube channels as some of these are singers and musical bands.
FACEBOOK MESSENGER BOTS – A NEW WAY TO ENGAGE WITH GENZ
punkee facebook messenger bot
ENGAGE THEIR BESTIES OR BUDDIES
Find below an example of a Like & Tag a Friend to Win” competition/contest type with more than 2.5k entries.
like tag a friend to win competition contest ransom note facebook post
In conclusion…
RELATED > The Deloitte Global Millennial Survey – Key takeaways
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MARKETING TO YOUTH IN AUSTRALIA – GUIDE & TIPS
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Award Winner Digital Marketer, top Linkedin Influencer, Certified Facebook / Adwords Professional, Certified SEO Consultant, StartUp Investor, Writer, Speaker. 15+ years optimising some of Australia’s top brands. MAU.trains marketers via Strategy Workshops & Training Sessions inc his popular Digital Marketing Plan & Social Media Plan templates. MAU. enjoys football, latin music & hiking while teaching Digital Marketing or completing creative photography briefs and conceptual photography assignments. Subscribe to MAU.’s e-newsletter connect on LinkedIn Instagram Facebook
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