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Shop till you drop (text on the topic «Shopping»)
Shop till you drop, spend till the end, buy till you die. We are all consumers. But can we afford to continue a lifestyle that causes pollution and social injustice?
Imagine a room filled with people talking about you. They are discussing your likes and dislikes, your needs, your habits, your dreams. Who do you think they are? Concerned parents? Wrong.
These people are marketing directors. They spend millions of dollars and thousands of hours doing market research to study your spending habits. Why? The answer is simple: money.
Teenagers are the largest-growing market in the world. According to one teen-marketing expert, every year American teenagers spend $89 billion. So it’s vital for companies to capture the young consumer before the competition does. ‘How do we appeal to teenagers?’ It is a very important question for those with something to sell.
Television is the most powerful means for advertisers aiming at teens. MTV has over 200 companies paying top dollars to advertise on their prime-time programmes. According to the head of Sales and Marketing for Pepsi-Cola, ‘MTV is aimed at the segment we want to reach: teenagers.’
The New York advertising agency BSB Worldwide recently videotaped the bedrooms of teenagers in 25 countries. Their goal? To find out what the ‘global teenager’ is like. The videotapes revealed remarkable similarities: the same jeans, the same trainers, the same posters of music and sport stars on the walls. What interests ad agencies such as BSB Worldwide? Not only what you buy, but also what music you listen to, what movies you go to, what you do in your free time. They know more about you than you think. They know how to appeal to your emotions. They know all your soft spots.
Teenagers, watch out! Your lifestyle is being studied. Whether you are setting or following trends, marketers everywhere are eagerly watching you, ready to react. And preparing to sell you more, more, more.