Tuesday, February 3, 2009

Taking the ’Youth’ out of ’Youth Culture’

Here a link to an interesting post in PSFK about ’Youth Culture’, or better said about the defining term. It is pointed out that speaking about ’Youth Culture’ makes about the same distinction than speaking about ’Adult Culture’, and I couldn't agree more. Although we all know that we have to define target groups regarding their mindset, way too often target groups are defined according to demographics. When do we stop that? When TV channels stop talking to ’an advertising relevant target group’ reaching from 14 – 49 years? I know that it takes deeper knowledge to really understand, but it is money well spent. Everything else is just defining target audiences for the sake of defining target audiences. And that sounds really stupid.

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