( Coog Crew The World of Students and Entertainment )

In the UK, latest research has shown that the brands aspiring to connect with 18-to 24-year-olds must now tailor their offers to five distinct groups within this demographic. Among these, most focused ones are the ‘Cotton Wool Kids’ -financially protected young adults, ‘Go-Getters’ and the ‘Passive Massive’.

Young people show diverse attitudes towards the economy, their education and consumer brands, and this have categorised them and fall into this five distinct groups. The research has proved that not all of these consumers respond to economic hardship in the same way. So that brands and marketing groups like Appco Group needs to tailor their offers accordingly.

But experts warn that, upmarket brands should be worried about this group latching onto them, creating “chav” associations such as Burberry suffered in the Nineties. It is suggested that these brands need to control their distribution more closely in order to avoid being damaged by an abundance of discounted or counterfeit goods.

Comprising only 17% of 18 to 24-year-olds, according to the report, the vast majority of young adults have a far more positive outlook and show diverse interests to which brands could target their appeal.

Tags: appco group, Branding, Brands, Consumers., youth