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January 05, 2006

Brand awareness increases with age—so how do we reach the young? 

If one needed evidence that younger are hard to convince—and have shorter an Ipsos study shows that , at least among and firms, increases with age.
   So how does one reach the ? Simple: find ways of that aren’t stuck in the 1950s. Younger consumers are divided into two camps: those who are passionate about the social aspects of the brands they buy, in order to achieve , and those who don’t give a toss.
   If you have to reach any group, you might as well go for the former, in the hope they’ll influence others, and they are likely to have the greater .
   I doubt this study will act as a wake-up call, but the need to appeal to the under 35s, who are more and less , grows stronger by the day. In the financial services’ industry, this group has seen a drop in service (in the 1990s) and has every right to disbelieve its claims. In , , which supposedly compete, suspiciously have similar charges and interest rates that rise and fall at the same time (though one could equally claim that if they were , they would stagger these movements).
   There are routes open to these companies, and it isn’t giving some money to the SPCA every month. Real commitment to service coupled with support for the causes that customers believe in are the ways to build to this group.
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