Brands and 16-18 year olds…. help needed

[carriemumsnet]

Hi all

I have to go and be interviewed at a conference about marketing/brands and 16-18 year olds and though two of my children are teens (dd16 and ds 13) it would be great to be able to speak from a focus group of more than two so wondered if anyone had any thoughts they could share.

The sorts of things they want to talk about are:
What do you now know about teens that you didn't before you had one in the house with you? I think this is interesting as the media perception of teens and the reality for me has been very different.

Also my dd in particular is probably my main source of information on what are the "good" adverts out there - she showed me the Dove sketches before anyone else for example, and the Because I'm a Girl ad. She's always making me watch stuff on FB or Youtube. I wondered if that was the same with other folks? Do your kids consume marketing/ ads and does it affect what they buy, or by the time they are teens are they more likely to be influenced by what a friend/ celebrity/ sportsperson/someone on Tumblr/(parent even?) is doing/ wearing/ buying?

When does the purchasing power change from parent to a teenager? When do teenagers start making consumer decisions themselves? We've only just introduced an allowance/pocket money (since I discovered Osper cards) and it's fascinating to see how they each spend it. Lots of food for dd and xbox for ds!

How much influence (if any) do parents have on what brands (rather than products) their teen buys?

What can companies/ brands do to connect with teens and perhaps even make a young persons life easier?

All thoughts v welcome. Conference on Weds 11th. Really really grateful for any feedback you can offer. Will report back!
Ta
Carrie

Teenage boys of 17 and 19 here.
What do you now know about teens that you didn't before you had one in the house with you?
I knew nothing. I have learned that they are kind and sensitive and they care deeply about things. They worry about their future, they worry about the things that are wrong in the world. They want to please their parents and they still seek approval as much as a four year old albeit not in the same way.
I have learned that I love teenagers and they are not an alien species to be feared and viewed with suspicion.

When does the purchasing power change from parent to a teenager?
They first got phones at 11 which I chose but from 13 or so I would give them a say in a mobile phone purchase, within a budget (no iPhones or contracts)
I introduced allowances at 16 when they became responsible for buying their own clothes. They are not big spenders and tend to buy on impulse and both avoid buying anything that looks particularly fashionable. Topman is a good example of a brand they dislike because their clothing tends to be distinctively "this year".

I have tried very hard to teach them from an early age not to be influenced by adverts or brands and to view marketing with a healthy scepticism. I think I have succeeded as neither is remotely brand concious. That's not to say they won't buy a brand name if they like it, just not because it's a sought after name.

Secretsquirrels. I had to laugh. Kind and sensitive? Want to please their parents? Where have I gone wrong?

Teenage girl 17 and boy 19
and I agree with every thing Secret Squirrel said about teenagers, and they do get a bad press.
The purchasing power changes when they start earning their own money.

The only high street brand my dd 17 has is converse shoes. All her t shirts etc are related to bands or internet stars ie Rooster Teeth or Quertee tshirts, she is more than happy to were primark and not interested in brands like Hollister,pull and bear jack wills etc. Party dresses are from ASOS or Boohoo. She actually spends most of her money on Theatre Tickets, Gigs, books about broadway/theatre and dvds, starbucks and japanese drinks. Dcs have never really watched tv with adverts. It was disney or bbc when they were little and now most of their tv watching is online or dvd or if on tv they fast forward adverts.

DS is more brand concious, but he is more interested in shops like Allsaints, Ted Baker for accessories and Quertee for his tshirts and we go halves if it is a necessary item ie a coat if its an expensive brand. His Allsaints coat was half price in the sale and we paid half of that. He is a gadget freak and will spend hours browsing phones/laptops/tablets etc and get excited about the new phone announcement even if he knows he cant afford it. We always have to visit the Bose or Bang and olufson stores if there is one around.

What do you now know about teens that you didn't before you had one in the house?

That they are maddening & funny.

Do your kids consume marketing/ ads

13yo DD believes in Zoella like religion. DS15 is much less aware.

does it affect what they buy

Zoella does influence a bit, I think. I'm like the anti-role model what Not To Wear.

When do teenagers start making consumer decisions themselves?

Increasingly from about 8yo, definitely by 12.

How much influence (if any) do parents have on what brands (rather than products) their teen buys?

The know my budget stretches to Primark.

What can companies/ brands do to connect with teens and perhaps even make a young persons life easier?

Offer them jobs!!

Thanks for the replies - any more info welcome - conference tomorrow!
My dd 16 said Saturday jobs would be a way brands would help (would love to see her get out of bed for that but hey) photo booths, making the shopping experience more fun - she said Top Shop had a band upstairs last summer.

Any other thoughts? Really appreciate all help and also good to read all teen threads…. we are not alone...

What do you now know about teens that you didn't before you had one in the house?

That they are like toddlers a lot of the time. That they still need you a lot.

Do your kids consume marketing/ ads

No I don't think so. They seem quite savvy and not easily influenced by ads

Does it affect what they buy

No, peer fashion/gadgets, etc seem to have more influence.

When do teenagers start making consumer decisions themselves?

Mine, probably from about 8yo, definitely by 12.

How much influence (if any) do parents have on what brands (rather than products) their teen buys?

Not a lot - as I say they aren't stuck to one brand, and nor are we.

What can companies/ brands do to connect with teens and perhaps even make a young persons life easier?

Why would I want companies/brands to connect with my teens?

My teens don't watch live TV- all netflix/ youtube/ catch up iplayer etc so TV adverts are a waste of money for brands. Peers are the biggest influence, then movie/ music/ youtube/ reality TV people- parents are last on the list unless they hold the purse strings. Once they start earning their own money / control of their own pocket money then they make direct purchasing decisions but before that via pester power to parents from age about 12.