The Youth Market
The Bottom Line
BBC
4.6 • 615 Ratings
🗓️ 3 November 2016
⏱️ 28 minutes
🧾️ Download transcript
Summary
Evan Davis and guests explore the fast moving world of selling to 18-24 year olds. Collectively, that age group has billions to spend. Individually, many are strapped for cash. So how do companies get their attention and their money? The answer seems to be: market your brand using social media. Link up with a celebrity with millions of followers and watch the money roll in. That's the theory. Forget old style television adverts. That age group isn't watching the box - they're on their mobiles. Joining the programme will be: Josephine Hansom from Youth Sight; Philip O'Ferrall, Viacom International Media Networks and Simon Beckerman from Depop.
Producer: Lesley McAlpine.
Transcript
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| 0:00.0 | Thank you for downloading this programme. |
| 0:02.1 | In this edition of the bottom line, we're discussing selling to young people or millennials. |
| 0:08.8 | Hello and welcome to the programme. |
| 0:11.2 | This week we're exploring youth appeal. |
| 0:13.8 | How does and how should business sell its wares to the young, to 18 to 24-year-olds. |
| 0:19.5 | But we'll be flexible about the precise ages. |
| 0:22.5 | The word millennials has become a fashionable one used to talk about the people who are now, |
| 0:28.3 | well, anywhere between 15 and 35. |
| 0:30.9 | We're focusing on the younger end of that. |
| 0:33.6 | The word post-millennial is sometimes used there or sometimes Generation Z. But hey, let's not |
| 0:38.2 | get caught up on titles. Let's go straight to my three guests who all work in this area. And first, |
| 0:44.4 | Josephine Hansom, head of youth research and insight at YouthSight, which is a youth research agency. |
| 0:50.9 | And Josephine, tell us about the survey, the panel that you have, because essentially |
| 0:54.4 | this is how you do your research. We advise clients, so we have a number of different clients |
| 0:59.0 | who are interested in the youth audience, ranging from broadcasters like the BBC through to |
| 1:04.1 | Sport England, through to maybe more sort of business clients like Shell. The key for us is really |
| 1:10.0 | to try and explain the enigma of youth to these clients. |
| 1:13.7 | Everybody has an opinion about young people. |
| 1:16.6 | Everyone was a young person once. |
| 1:19.1 | It's a fact of life. |
| 1:20.5 | And so therefore, our job is really just to explain what it's like to be young today |
| 1:24.9 | and not necessarily what it was like to be young when our clients were young. |
... |
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