Glocalization, connectivity, sensuousness - new marketing realities according to Euro RSCG

Marketers looking to create a 'buzz' among global youth should focus on the Bees (the trend spreaders rather than the trendsetters) and get serious about brand messaging and the media.

These are a few key observations by ad agency Euro RSCG Worldwide's X-Plorer Panel which consists of youth from around the world. Select members of the panel convened in Amsterdam in late June for six days for a conference that focused on brands and trends, as well as what's hot and what's not in youth culture.

Euro RSCG Worldwide chief strategy officer Marian Salzman who led the immersive session with 20 young people from ten countries says, "Today's youth have created brand new marketing realities. They absolutely value brand authenticity and are opposed to brands that are didactic or that promote uniformity. These young people favour what we call 'glocalization' (retention of regional nuances in global branding efforts). They are marketing savvy and generally distrustful of the media, which tends to colour the way they view world events and corporate behavior in general."

The most important factor in successfully targeting any market is gaining better understanding of the consumers within it. The X-Plorer Panel summit revealed five important new realities that global youth marketers would do well to heed:

1. Bees are the buzz builders - The marketers' best chance of reaching the $115 billion youth market is to focus on the Bees. While traditional marketers target the Alphas, or trendsetters, as a means of tipping trends into the mainstream, the Bees are actually the consumers with the greatest influence over other consumers. They serve as self-appointed messengers, delivering information and opinions to other Bees and to members of their many communities. They are highly social and, unlike many trendsetters, very open with the information they have. So while the Bees are less likely than Alpha consumers to actually set styles or trends, they are far more likely to contribute to the rapid pickup of new products and ideas.

2. Anti-consumerism and anti-globalisation do not mean anti-brand - Global youth aren't opposed to brands and logos or even to corporations in general (although they are strongly suspicious of some multinational brands). What they do oppose are brands and companies that are preachy or hopelessly static. They like mixing commercial styles with personal statements.

Marketers can do well to reach today's global youth by conveying a brand's authenticity, linked with tradition and strong values which constantly evolve. Youth have empathy for independent, small, local brands, perhaps because these companies' struggles for success and individuality closely mirror their own lives.

3. Glocalisation is intimate - Young people do not find a contradiction between taking a global brand and embellishing it with local tradition - it's a way of celebrating global similarities while respecting key differences. Therefore it is not suprising that music channel MTV's glocal approach of combining a global brand with local content scored points with the panelists.

4. Connected 24/7 - The degree to which the Internet was not discussed over the course of the summit is proof of the extent to which this technology is a given. Global youth adhere to the notion that 'information is power' rather than complaining of feeling a sense of info overload.

Connectivity also means multitasking and managing myriad relationships online. However, whereas Asian and European youth rely on SMS text messaging throughout the day, it is still a rarity among Americans.

5. Feed me: in search of sensuous experience - Youth's credo is 'fuel the senses' preferably with healthful, highly flavoured food and fusion music that expresses passion and a sense of identity. Food is viewed as a universal language with many dialects, serving as an entryway to understanding other cultures. Since socialising is 'in', 'feel-good food' has more to do with whom one is dining than what's on the plate. While music genres have created strong, differentiated subcultures, the ultimate global music language is party music.

Latest Reads
Focus Group to launch Kannada news channel

Focus Group is now focusing on south India with its upcoming news channel Focus TV Kannada News.

Television TV Channels News Broadcasting
Panchal helps Star Bharat top Hindi GECs across genres

Optimystix Entertainment’s Indian comedy sitcom Kya Haal Mr. Panchal on Star India’s FTA Hindi GEC Star Bharat has been amongst Broadcast Audience Research Council of India’s (BARC) weekly list of top-five Hindi GEC programmes in the HSM markets, more so during primetime. In week 49 of 2017:...

Television TV Channels Viewership
&Privé HD celebrates the birthday of the Steven Spielberg

&Privé HD, the English movie channel, presents Club Privé: Spielberg Edition – a curation of five of Spielberg’s best movies exploring different sides of human emotions. The special will air from 18 to 22 December at 11 pm only on &Privé HD.

Television TV Channels English Entertainment
Green Gold’s golden Mumbai launch

MUMBAI: Green Gold Animation is all set to hit the green running with its new offshoot Golden Robot. The Rajiv Chilaka-run animation outfit has been wowing everyone with its deals for animation series with both Netflix and Amazon Prime.  But the occasion this time was the celebration of the launch...

Television Production House Film Production
Gujarat elections boost news channel ratings as Republic continues to lead English News

BENGALURU: Rahul Gandhi’s shenanigans and Narendra Modi’s sudden and unexpected belligerence at rallies leading up to the Gujarat state assembly elections have resulted in bolstering sagging news viewership, especially for the English news genre. According to Broadcast Audience Research Council of...

Television TV Channels News Broadcasting
Sunny Leone in Discovery JEET’s show Man Vs Wild

Sunny Leone will be displaying her adventurous side as host of the mega-popular survival series Man Vs. Wild. The iconic series will telecast in Hindi on the soon-to-be-launched GEC Discovery JEET. The new GEC will premiere in the second week of February 2018 and the series will feature the...

Television TV Channels GECs
Times Now appoints Sujeet Mishra as marketing head

Times Network, part of India’s media conglomerate, The Times Group today announced the appointment of Sujeet Mishra as head of marketing, Times Now.

Television TV Channels People
Experience space with BBC's new VR experience

The BBC is giving you a chance fly. Home - A VR Spacewalk is an interactive virtual reality (VR) experience launched today for the HTC Vive and the Oculus Rift, and is available to download for free via the Steam Store and the Oculus Store.

Television TV Channels Factual & Documentary
Sony BBC Earth presents the Best of 2017

Sony BBC Earth revisits some of its most popular episodes of the best shows in a special programming line-up titled Best of 2017 starting 18 December 2017, every night at 7 pm and 11 pm.

Television TV Channels Factual & Documentary

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories