Youth marketing - A guide to understanding youth development phases by Dan Pankraz

THE DEVELOPMENT PHASES OF KIDS AND WHAT IT MEANS TO MARKETERS Dan Pankraz

Dan Pankraz Youth Planning Specialist [email_address] Danpankraz.wordpress.com

YOUTH DEVELOPMENT PHASES Development Kids 5-8 Tweens 9-12 Teens 13-18 Cognitive Characteristics Fantasy Right Brain Dominant Anything is possible Logical Emergence of left brain Concrete, literal thinkers Analytical Abstract thinking dominates Time of reason, challenging authority Social Focus Me Focus on self Tunnel vision (here & now) We Focus on family Environment expands and school life is central The World Chameleon behaviour Focus on Friends on/offline Life feels boundless (future)

3-7 YRS OF AGE. A TIME OF CONSTANT PLAY, CURIOSITY, FANTASY AND CREATIVITY. ,[object Object]

[object Object],[object Object],[object Object],CURIOSITY

[object Object],[object Object],[object Object],FANTASY

[object Object],[object Object],[object Object],[object Object],CREATIVITY

6-10YRS OF AGE YOUTH ALWAYS NEED TO BELONG, BUT IN THEIR TWEENS THEY ARE STARTING TO REALLY FORM RELATIONSHIPS AND ASSOCIATE WITH CERTAIN TRIBES. ,[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],AFFINITY

[object Object],[object Object],[object Object],[object Object],SHARING

[object Object],[object Object],[object Object],[object Object],PURPOSE

AGE 10-13 EARLY TWEENS/ TEENS ARE CONSTANTLY TRYING TO ‘PROVE’ THEMSELVES TO THEIR PEERS AND PARENTS, AS A FORM OF BELONGING AND ACCEPTANCE. ,[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],SMARTS

[object Object],[object Object],[object Object],[object Object],MASTERY

[object Object],[object Object],[object Object],RECOGNITION

[object Object],[object Object],[object Object],ADVENTURE

13-17 YRS OF AGE IDENTITY FORMATION REALLY IS TURBO CHARGED DURING MID TEENAGE YEARS WHERE ‘FREEDOM’ AND HAVING A ‘VOICE’ ALLOWS THEM TO BE MORE EXPRESSIVE WITHIN THE TRIBE ,[object Object],[object Object]

[object Object],[object Object],[object Object],FREEDOM

[object Object],[object Object],[object Object],OWNERSHIP

[object Object],[object Object],[object Object],VOICE

COMPETITION VS CO-OPERATION ,[object Object],Girls are co-operating and sharing ideas, thoughts about their lives and engaged in inclusive open conversations and mutual advancement.

‘ SIDE BY SIDE’ VS ‘FACE TO FACE’ ,[object Object],‘ Face to face’ time helps girls develop lifelong bonds, they seek physical affirmation from their friends and closeness is an early expression of validation within their tribe.

QUICK CHAT VS CONVERSATION ,[object Object],Girls are developing their conversational skills in their tweens, enjoying long drawn out chats where they talk for up to 30 minutes about one issue or thing. The more knowledge you have from pop culture, the more popular.

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],10 KEY LEARNINGS FOR KIDS/TWEEN MARKETING

Youth marketing - A guide to understanding youth development phases by Dan Pankraz

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