Professional Documents
Culture Documents
Arthur Tong
Faan covers
Todays discussion
A new definition of the youth market
Size (global demographics) Beliefs & attitudes: educated, smart & savvy $$ Market value.
Traditional definition: 15-24 (UN) Comparison by world regions 51% of 15-24 live in Asia
Statistical breakdown- global Median Age 35.8 36.9 27.8 24.2 36.8
6,658,000
8,008,000
7,136,000
Germany
France Italy Russia
9,155,000
7,721,000 6,687,000 22,745,000
39.4
37.8 39.9 36.9
South Africa
Nigeria Egypt
9,111,000
22,899,000 13,911,000
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17.4 22.2
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3,397,000
189,356,000
42,272,000
Japan
Laos Malaysia Philippines
16,100,000
1,024,000 4,327,000 15,414,000
40.8
17.3 22.5 21.5
Singapore
Thailand Vietnam
501,000
11,670,000 15,843,000
34.3
28.1 22.6
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2030, there will be a decline in the size of the 15-24 age group as a % of total national populations: -3.5% in Asia, -0.6%US, -1.5% UK
Misconception #1:
aging population = decline in youth market
Disenfranchisement of the old boys in politics and business (examples) Soft depression of the world economy and levels of freedom
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US youth purchasing power: $350 billion Breakdowns by minority groups in the US: a crystal ball of where the $value lies
One third, Hispanics, African-Americans and 26% Asian Americans under 18! Hispanics $580.5 billion, 38.8m, 57.9% growth (90-00) African Americans, $645.9billion, 36m, 15.6% growth (9000) Asian Americans, $344 billion, 11.5 million, 46.3% growth (90-00)
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Young Eastern tastes spicing up the West: food (Yoshinoya), fashion (young Asian moguls), finance (the new rich) Communicating through consumption
Media & Entertainment (case examples): Asian urban culture in Hollywood Reinventing subcultures, how niche interests create the mainstream
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Industry-speak acceptable within context not when used to confuse or deceive (Dr. Butcher) Simplicity not simplistic W. Chea, president of MSA student society, UNSW D. Torres, Youth Leader, IABC Philippines Findings from Faan magazine opinion poll
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Contact
For sources and contacts to help you communicate with the youth, please contact:
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