Newall, Toby; Steel, Louise - In: Young Consumers 3 (2002) 2, pp. 9-16
Explains how marketers can reach 15 to 18 year olds by developing deeper understanding of this age group, especially their views on the consumer environment; the article is based on RDSi’s Youth2 research. Acknowledges that many marketers are insecure about this market because of its cynicism...