Spotlight - Firefly Millward Brown

SPOTLIGHT
EXPLORING THE TEEN WORLD
Spotlight
Spotlight is a series of occasional think pieces
harnessing the power of the Firefly Millward
Brown global network. One of the strengths of
Firefly is knowledge-sharing – the ability to
quickly call on the expertise and skills of practitioners across our network to provide insight
into specific issues. This edition of Spotlight
contains our collective views across five of our
European markets (Czech Republic, Germany,
France, Poland, Spain, and UK) on marketing
to teens.
Sub-cultures are emerging and are adding to, or
replacing, traditional ones (see diagram).
GOTHS
ROCKERS
HIPPIES
MODS
HOODIES
GRUNGERS
POSHOS
EMOS
HIPSTERS
CONSUMPTION - TECHNOLOGY - POST-MODERNITY
WANNABES
Teen girls who want to look like
their idols, become a reflection
of them. They even make up their
own names: ‘Monsters’ (Lady Gaga),
‘Beliebers’ (Justin Bieber).
What do we know about teens?
For months we have been listening to concerns about
teens and have been frequently asked: “Do you know
anything about teens?”.
RAVERS
They defend a futuristic, digital,
cybernetic culture, they leverage
the possibilities of the digital era.
We know that adolescence is a reality that takes place
over a short interval of time in an individual’s life, with
inevitable ambiguity; each individual will have different
experiences, however they all search and question who
they are, often in a cyclical pattern: exploring, trying,
being, choosing , exploring etc.
TWEENIES
Early adolescents, materially
spoiled, technologically
sophisticated, passion
for brands.
The world they live in
SKATERS
Mainly boys, adrenaline lovers,
with their own style code.
Teens are living in a changing world, influenced
by economic crisis, post-modernity, technology
and consumption.
Source: Estrategias de Marketing para grupos sociales.ESIC
To have = to be; consumption in
adolescence appears as a vehicle
towards happiness. Consumerism
is a social value that conditions
their aspirations and behavior.
The relation between
today's effort and future
reward and achievement
has been discredited.
Economic
Crisis
Establishing presentism
and ephemeral culture...
Consumption
The
‘Z’
Adolescent
Postmodernity
Low tolerance for what is
permanent, addiction to
what is brief and intense.
Practical relativism of values
(they seem to be aware but in
reality it is hard for them to
share since they highly value
having material things).
Technology
A new information concept interaction that has altered truths
- relations and thought.
Loss of a single perspective,
technology has made them
contemporaries of the entire world.
Furthermore, age segmentation doesn’t reveal
everything, targeting is increasingly based on
values, attitudes, friendships, personalities:
CZECH REPUBLIC
Fashion Slave
Idealist
SPAIN
Conformist
Wants to do something
Dresses in the latest
for people, likes
fashion, wants to
creating new things,
belong to a party, not
group is of little
ambitious about doing
importance.
things for other people.
tendency of teens to generate new words and
expressions that are both ephemeral and ‘their
own’, adolescents are incredibly open to new words
and expressions (abbreviations, word reductions,
Anglicisms, diminutives, nicknames).
Passive
They accept and move on,
copy, little reflection.
:-)
26% 26%
58% 17%
21% 27%
16%
No need for the
latest fashion, no
need to be famous,
all they want is to do
things their way.
Wants to be
famous, desires to be
the leader of the party,
likes to create, goes for
fun, fashion.
Stoic
Leader
(Czech & teens 2010/11)
9%
VISUAL
:-(
;-)
:-P :-D
WRITTEN
TEENISH
‘the fourth media’
They introduce activities, trends,
they are the first to the mark.
Independents
Influencers
(TRU: teenage MKT & lifestyle study)
ORAL
LOL... BRB...
OMG... FTW...
Attitude and culture
Adolescence is not just an age (or puberty) but also
an attitude, that of questioning and searching, so
we shouldn’t forget that there is a cultural or
attitudinal teen and its hold is going beyond age in
both directions: some more towards the child and
some towards the adult.
Towards the child
Towards the adult
‘Tweens’
‘Kid-adults’
‘Pre-teens’
’Adultlescents’
‘Littleteens’
‘Peterpandemonium’
Information processing
Teens have an increasing digital logic as their
information processing is undergoing a
transformation in line with their language; today’s
teen:
• is able to memorize complex codes, which have been simplified and are more symbolic
• is a smart user of collective knowledge, and does not accumulate or produce contents(the encyclopedic intelligence is losing status)
• is autonomous and self-learning, multi-
tasking and an early learner
• has developed a more visual and abstract memory
Adolescence today is also a culture, it has its own
codes, forms of expression, features, appearance
and values and even its own language.
The
adolescent is an important key player in
consumerism; post-modernity drives them as
social models and in the era of technology they are
the ‘ring bearers’.
Language: ‘the teenish’
Today’s teen has generated the birth of the fourth
media, a complex, hybrid communication system
between the oral, written and gestural - an abstract
and functional language. Image and gesture are
gaining ground versus words, because their universe
seems to have a better use for non-verbal
expression, in aesthetic values and direct actions.
In addition to the inherent and historical creative
• is reprogramming their thoughts, logic, perception of the world
• receives and processes information faster (lowest threshold for over-stimulation), and needs more immediacy than depth in content.
Their relationships
There is no classical generational conflict between
today’s teenagers and their parents – this is
apparent in attitudes across Europe:
UK: They do not want to embarrass their family or
let their parents down (UK, survey conducted for
drinkaware 2010 Firefly).
France: Family is a key value, besides day-to-day
disagreements (on sleeping hours, curfews, money,
Worries
etc...) there is no gap between teens and adult
values and way of life.
• Looking bad in front of their friends
• Peer pressure
Poland: Teenagers are playing the role of a ‘guide’
(or an expert of) to the modern world and life for
their parents.
• Conflicts, break ups, arguments
• Having few friends
• Letting parents down
Spain: Family has become much more democratic
and egalitarian, which has positively influenced the
relationship with teens.
• Exam fulfillment, school performance
Czech Republic: Less escalated generation conflict,
both parents and teens are more tolerant, parents
respect opinions and feeling of kids more. Though
parents are older than even before, they try to look
younger and convey a youthful spirit.
• Not being able to buy what they want
• Problems in family
• Not being ‘in’
• Being off line for a long period of time
• Uncertain future and work
Wishes
• They want a more positive image of teenagers
Germany: More than 90% of the teenagers who
were questioned in context of the 16- Shell Study
on Youth describe their relationship with their
parents as “good” or “very good”.
• ‘Free’ world (they don’t have money)
Their wishes, worries and needs
• Travel, find a dream job
• Fight against clichés, such as not being labeled a ‘typical teenager’
• Fame and fortune, success
• Experience: seek new excitement, new possibilities, relationships.
Needs
• Choice, autonomy, own space
• Being heard, respected, degree of control over their own lives
The teen tube
• Stability, safety, and security is crucial for their self-esteem
We have established that teens are continuously
evolving in their behaviour and attitudes which
seems daunting for any brand wishing to connect
with teens. However, if we view their world as a tube
map, we can identify the interlocking key factors in a
teen’s life as ‘lines’ and the various connecting
touchpoints, behaviours and influencers as
‘stations’.
• Social skills (driver of self esteem and position in a group)
• Self expression
1
5
Technology
2
Reference models
3
Friends
4
Entertainment
5
Music
6
Appearance
7
Self Expression
4
Music
Entertainment
Creativity
7
1
Lifestyle
Technology
Social Media
Smartphones
Exhibitionism
3
Appearance
Making music
(under construction)
Connecting communication
Culture of body
Cosmetics
Sharing
Friends
Flirting
Downloading
Affection
6
Drawing
Self Expression
Alcohol
School
Gaming
Sports
Shopping
Food
Beverages
Apps
Movies/TV series
Looking around
(streets, parks, malls)
Beauty
Fashion/trends
Exceptions
(under construction)
Fame
Success
2
Reference models
1.Technology
We’ve acknowledged the importance of technology
with teens – as a natural part of their lives, their
control of technology places them in a place of
‘power’ in relation to the adult world.
Teens from 10 to 15 are spending 46% of their time
online (MINTEL - Teens’ and Tweens’ Technology
Usage - UK, November 2011) with 82% of 10-15
year olds having used social networks in UK (MINTEL
- Teens’ and Tweens’ Technology Usage - UK,
November 2011) , and 80% in Spain (Source: Informe
Generación 2.0, Universidad Camilo José Cela) , to
chat, exchange info, share photos, and meet new
people. Facebook is the clear number one social
media site, with some local exceptions (‘Tuenti’ in
Spain and ‘NK’ in Poland).
As a multi-equipped generation, 91% of 10-15 year
olds have a mobile phone, with 49% having a
Smartphone in UK (MINTEL - Teens’ and Tweens’
Technology Usage - UK, November 2011), 22% in
France (Centre de Recherche pour l’Étude et
l’Observation des Conditions de Vie), and 2 out of 3
teens in Spain (Source: Estudio sobre hábitos
seguros en el uso de smartphones por los niños y
adolescentes españoles. Inteco). Girls tend to be
more into the relationship aspect, communicating
virtuality via messages and chats, whereas boys
appear more into entertainment, action, games,
apps and downloads.
There is a constant search for uninterrupted, multichannel connection, being connected to the rest of
the world and feeling part of something big texting
and messaging is second nature to teens but
microblogs are not particularly popular yet (although
probably emerging).
Single cultural experiences that can be shared
together (for example songs, movies, games and
even commercials) are important and create a sense
of community even though it is for a very short
period of time. They play video game consoles, with
boys more into gameplay on themes such as fighting,
sports and racing, and girls more into social
simulators.
2. Reference models
All media serve as a main source of reference models
for teenagers: sports, music, TV and cinema are the
most important sources. According to a quantitative
study (by Okapi, in France) ‘beauty’ appears as the
most important quality in their heroes (34,5% of 12
– 15 year old teens). Fame and success are important
with strong role models for most countries coming
from various reality shows for example: ‘Xfactor’,
‘OT’, ‘Got Talent’ and ‘Big Brother’. The exception to
this is in Poland and Czech Republic, where role
models differ from the typical combination of
beauty, fame and success. In many cases comedians,
witty presenters and creative individuals (even
people they know) are seen as role models if they
express their true self and live their lives to the most.
In general, competence, skills, and education are
more valued by teens than in previous generations.
3. Friends
Friends are the basis of teens’ well being and
happiness and are key to building their sense of self
identity: they need to fit in and feel they belong to
something. Activities with friends include: looking
around, window shopping, flirting, talking about the
opposite sex, drinking alcohol, sleepovers, making
fun of everything or even humiliating others, sharing
audiovisual material, telling rumours or secrets,
acting crazy together, spontaneous activity. These
activities take place in shopping centres/malls, the
street, parks, coffee shops, pubs, fast food
restaurants, at home, house parties, cinema, school
and online via social media.
4. Entertainment
Teen entertainment is developed in three dimensions
– experiences, relationships and consumption – and
the weight and importance of each is modulated in
terms of age. Teens have fun because ‘it’s their time
to have fun’. They tend to be compulsive and frenetic
in their approach to activities and relations. Age
limit, financial and parental restrictions can deny
them freedom of choice, however their pro-activity
towards broadening social network (trips, blogs,
contact portals) opens up increasing opportunities.
5. Music
Music identifies and unites teens, and is often an
element that determines the way they dress, style
their hair, move and talk. It is the only activity that
attracts both girls and boys indistinctly (98.4 % girls
and 91.9% boys) (source: la liga española de la
educación). Offering an intangible space for teens
to meet and interact; music generates groups,
introduces values and ideals and spreads them. Pop,
rock, alternative and R&B are the music styles most
linked to adolescence.
6. Appearance
Teens firmly believe that others are concerned with,
and are aware of, their physical appearance. Looks
mean more than just a way of dressing; they are a
way of being, of showing off who they are/what they
feel and are a sign of independence in relation to the
family so that other youths acknowledge them.
Appearance is another element that helps define
their changing identity, however they are still
mainstream, following trends so they don’t stand
out too much, differentiating themselves through
small details.
Brands and consumption
The priority of teen consumption is socialising
(improving and building relations with equals) and an
instrumental value (for building their own identity).
Their expectations and efforts are high when it comes
to something they want. They focus on very specific
categories based on their vital ‘needs’:
With few brands here strictly targeted at teenagers,
it is evident that teens are choosing classic brands
and don’t require specific ‘edgy’ teenage brands to
differentiate themselves. This goes against the
general belief that brands act as generational
symbols, however they are still important for
building identity and status so perhaps ability of
brands to differentiate teens from the adult world
is becoming weaker.
Rather than looking for values such as
rebelliousness, transgression, irreverence or
separatism, being different, radical or extreme
teens are looking for brands that provide what
they need:
THE ‘LOW’ CONCEPT
FUN
APPEARENCE
Brands that they can buy/get.
THE ‘FRIEND’ CONCEPT
Brands they can use to do what makes them happy:
connect, communicate, laugh.
THE ‘FAST’ CONCEPT
SOCIALIZATION
Brands that allow them to change, try, explore
(fast fashion: Zara, Bershka, H&M).
connecting, sharing, communicating
Teens today spend their money on clothes, food
and technology - clothes being the most important
category (Teen Study 2010. Creatufur Foundation)
Teen consumer characteristics:
- They control the marketing discourse and discover
advertising and brand intentions.
- They are familiar with the market reality: brands,
segments, distribution... they move with ease and
knowledge among options and products.
Connecting tips
1. Think about who and not how old, they are
Teens are not all the same, and will experience
different things. They have multiple personalities and
enjoy expressing different aspects of their identity.
Talk to teens as individuals who have different
expectations and experiences and don’t focus on
predictable events in a teen’s life.
- They are not committed and search for new things
and better conditions.
2. Don’t attempt to talk ‘teenish’, just
understanding it is enough
- High expectations and demands as a result of
advertising education in the search of quality and
differentiation.
Do not communicate with them from an inside
perspective (you are not a ‘native’ teen) or based on
your own experience a long time ago (the teen you
once were has nothing to do with the teen he/she is).
It is more crucial to address them from the ‘insight’.
You are not one of them and if you pretend to be,
they’ll figure it out!
- Aware of the power of ‘studying’ and choosing:
nothing is forced on them.
Their preferred brands include:
3. Avoid clichés
Teens are grateful for demystification and the
representation of teens from uncommon places,
making this stage of life appear positive despite the
conflict and madness. They openly dislike being
labeled as ‘adolescents’ and seek what defines them
as a culture and not as a generation. They flee from
clichés associated with rebelliousness, transgression,
anomie, the constant conflict with adults and lack of
motivation. So avoid these and only address them
with issues concerning puberty if absolutely necessary
(e.g. anti – spot products).
4. Free and freedom
Remember teens have very little money. Aspects such
as quality (even though they recognise its importance)
have increasingly less weight in the purchase decision.
The single most important factor in their own sense of
wellbeing is the degree to which they feel they have
choice over their life which ties in with feeling
respected and treated fairly.
5. Give them something to share
Single cultural experiences that can be shared
together (songs, movies, games) are important and
create a sense of community. Teens talk and share all
the time, so everything that favours this exchange of
information, feelings, sensations is welcome!
6. Make them laugh
Sense of humor (even nonsense) is a great driver of
communication attractiveness and effectiveness,
however there are no clear rules as to what will be
considered as funny. There is a popular trend to
‘produce’ parodies of commercials among teenagers,
a trend that is also used in advertising, as campaigns
leverage movie parodies (or comedy references).
7. Fair play, fair transactions
Teens have high expectations and with limited
economic capacity, buying products requires effort.
becoming less associated with generations and more
associated with building identity and status.
Connect with teens by responding to what they are
seeking:
- brands that they can buy/get
- brands they can ’use’ to do what makes them happy: connect, communicate, share, laugh
- brands that allow them to change, try, explore.
9. Don’t become static
Teens get bored quickly, so brands need to keep up to
satisfy their thirst for change, experiences and
exploration.
Teenagers respect brands that
experiment with their products and services; you
might not be able to gain their loyalty, but propose
new things, lead innovation, originality, surprise them
and you’ll win them over and gain respect.
Firefly Millward Brown
Firefly was created by Millward Brown, bringing
together some of the world’s finest qualitative
boutiques. We collaborate seamlessly to provide
clients with the brightest creative and strategic
research possible. Our single-minded objective: to
drive brand success.
We use our in-depth understanding of marketing
and consumer behaviour to identify true brand
opportunities that inspire strategic recommendations
to drive brand success.
They look at brands directly as powerful informed
consumers, aware that expectations generated often
do not correspond with reality. Teens need to feel in
control of the conversation with a brand, so don’t
pester in your communciations, clearly demonstrate
the benefits offered by the brand and trust teenagers
to make their own judgments, rather than trying to
over-manage their perceptions. Be open and
transparent as many consumers will be turned off if
they believe it’s not genuine. Celebrity endorsement
that isn’t credible can backfire and create unrealistic
expectations.
Brands benefit from Firefly’s cultural understanding
of the local, regional and global markets we service.
We invite you to take advantage of this powerful
synergy of specialties and disciplines across the entire
Firefly global team.
8. Review your relation with the adult world
Rosana Rodríguez
As we have seen, there are many brands that adults,
youths and adolescents are sharing and brands are
Qualitative Account Director, Madrid
I would like to take this opportunity to thank our
network of people who helped to create this report;
Louise Couchman (Firefly UK), Zuzana Jankovská
(Firefly CZ Republic), Piotr Sztabinski (Firefly
Poland), Marion Clauvel (Firefly France) and Katrin
Lange (Firefly Germany).