Introduction
Young Adults in the US and Western Europe have a total income of US$798 billion, making them an important group to target despite their falling share of the population. There are a great many stereotypes and myths about marketing to Young Adults, but most of them are false or at least, only true to a certain degree.
Scope of this report
- Data and analysis on Young Adult populations and incomes, broken down by region, employment status and living arrangements
- In-depth quantitative data covering Young Adults' consumption behaviour across all food, drink and personal care categories
- Extensive primary research of consumers and industry players to uncover the latest thinking and reveal emerging opportunities
- Detailed action points offering practical strategies based on the trends and insights analyzed in the report
Research and analysis highlights
Although the absolute numbers of Young Adults are barely growing and the group's relative size is declining, this does not mean that it is an unattractive group for marketers. Young Adults' income dynamics are changing as well, and the news here is significantly more positive, in terms of overall and disposable incomes
The significant gap between what Young Adults do and what they claim to do creates an equally significant opportunity for marketers to address Young Adults' needs by creating products and services that help them resolve this contradiction
The single most important thing that marketers targeting the Young Adults group must do is to avoid targeting Young Adults as a group. They need to work out exactly which consumer need states they are trying to address for consumers within the Young Adults age range and therefore, exactly which individual consumers they are trying to target
Key reasons to read this report
- Obtain exclusive data on the spending power, working dynamics and living arrangements of Young Adults in the US and Europe
- Understand the attitudes driving different Young Adult groups' consumption behaviour
- Improve your marketing strategy by tailoring campaigns directly to the right people within the Young Adult consumer group
Young Adults in the US and Western Europe have a total income of US$798 billion, making them an important group to target despite their falling share of the population. There are a great many . . .