How to reach 25-44

Youth Lab!: 10 learnings

1. Copy & paste generation
Youngsters are not a homogeneous group, who are waiting in a corner of society They are searching for content on different platforms and levels. So it’s not an option to grab them in one ‘youth brand’. They want to ‘belong’.
2. We must be present on different platforms
We can not limit ourself to one media expression, but we need to use all platforms where young people are present.
3. Innovation
Because of the rapid evolution of media: we need to keep in touch with innovation. Different approach according to the group we want to target.
4. Media = fun
To discover & to connect
Practical & functional
Family & Private
Approachable
5. Authenticity and being ‘real’
Watch out! Temptation island is also ‘real’ in their perception.
In your face!
It is better to have an opinion than no opinion.
6. Young people are content driven
Having a strong content remains the most important
Youth Lab!: 10 learnings
7. Surprise with your content.
Youngsters like discovering things, otherwise it's too boring.
8. It’s an ‘and’ & ‘and’ story
Young people are multi taskers.
9. Youth media must be accessible (Price & usability)
Young people are spoiled and take everything easy.
Media must be accessible, free and easy to use.
10. Offering content according to age and gender
Taking into account the great differences within the small target.