There is perhaps no greater mystery to the middle-aged marketing executive than the mind of the American teen. With its youthful perspectives, wildly unpredictable interests, and malleable brains, the 13-to-18-year-old demographic is often elusive to older, more legacy brands trying to uphold their popularity as the pulse of cool flows from the aging millennial cohort to the fresh faces of Gen Z.
Click here to read the story at fastcompany.com.
Discussion Questions:
- What is a brand?
- What is a “legacy” brand (as referenced in this news story)
- What are your favorite brands?
- Do any of your favorite brands align with the brands identified in this study? Which ones?
- What is market research?
- What are the different types of market research?
- Why is market research important to a brand?
- What is the headline of this story suggesting by saying “everything is cyclical”?
- Who is Gen Z?
- What brands might be interested in the opinions of Gen Z consumers?
