How to turn young adults into customers
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A week before the midterm elections, a single statistic from an Adobe study raised eyebrows: 40 percent of likely voters between the ages of 18 and 37 saw no political advertising last fall. While brands already knew that young adults increasingly were tuning out linear TV and Facebook and installing digital ad blockers, few would have guessed just how hard it’s gotten to reach Gen Z and millennials.
For marketers spending huge cash on these channels, it should be a wake-up call. Gen Z alone has total spending power valued at $143 billion, with overall spending of almost $100 billion, according to Barkley, a marketing and ad agency. But these generations are not untouchable. To engage young adults, brands should consider focusing on these three ideas:
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