Youth Market

Archive Report

Proportions of Today's Youth Market

Advertising executives are cautioning the business community to be wary of “all this carrying-on about the youth market.”1 They have reminded producers and sellers of consumer goods that teen-agers and others in nearby age brackets are not the only people who have wants and needs—and the money with which to satisfy them.

The fact that such reminders are considered necessary is indicative of the extent to which the younger generation has gained influence over an important segment of the American economy. Youngsters not yet eligible to vote have become, if not arbiters, at least guidance counselors of consumer goods industries. They are consulted through market research surveys and “teen panels” on their whims and fancies about everything from bubble gum to ...

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