What is it About 20-Somethings?

If you haven’t yet read the article “What is it About 20-Somethings?” that appeared in the New York Times, do. I tweeted it last week and got emails, txts and direct tweets back thanking me. As 20-somethings pack up for college, the piece offers a great discussion starter.

“Thx 4 this. Discussing it now,” texted my friend, who’s riding shot-gun in a minivan from Chicago to drop off her daughter at an east-coast college.

But more than just a good conversation starter among the generations, the article holds a precious insight for marketers. Namely, that between 15 and 23 adolescents show an increase in sensation seeking, greater susceptibility to media influences and overreliance on peer relationships. No surprise there. But it’s the age grouping that matters.

We’ve all been in those strategy meetings where people play fast and loose with age groupings. “Our target audience is 18-35 year olds.” Well, if you want your brand to make an impact, isn’t it best to reach the audience most open to your message? The article is a great read that helps sharpen our focus.