Reaching kids is a delicate matter for marketers. Behaviors and preferences can shift dramatically as they age and advance through school, making it a challenge for brands to establish and maintain their relevance in an appropriate way. And creating a brand relationship in a manner that passes muster with parents and avoids crossing the line to “uncool” with kids further complicates matters.
Brenda Hurley, senior vice president of C&R Research and one of its thought leaders, discusses the insights the firm has gained about children in first through 12th grades with its new YouthBeat syndicated report, and how marketers can use them gain a competitive advantage and a relationship that will endure over time.