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RU communic8N W teens?
They’re numerous, cool and impressionable. They already spend billions. In a decade or so, they’ll be your primary market. Are you talking to teens?
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VOCAL MINORITYEating morally is a cause celebre for some teens. They work together to decry pesticide use, to limit deforestation and to improve the conditions of food workers in developing countries. They vote with their dollar for fair trade, conservation and natural foods. More than half of 1,183 teens in a January 2006 Omnibuzz (a collaborative effort between TRU and Harris Interactive) survey believe the nation is headed in the wrong direction — surprising news from a generational cohort often described as carefree and optimistic. Only 18 percent say the nation is headed in the right direction. They think even less of what we’ve done to the environment. Only 17 percent are satisfied with the country's progress on environmental issues, compared to 57 percent who believe the U.S. is headed in the wrong direction environmentally. Their sentiments on education are similarly grim: 18 percent approve and 51 percent disapprove of the nation's track record. TRU Trends Director Rob Callender says last year’s natural disasters — and lackluster response efforts — contributed to teens’ overall feeling of unease about the world around them. Despite their gloomy outlook, teens haven’t yet given up hope, Callender says. “Optimism and faith in the future are integral parts of the teen mindset,” he says. “In a follow-up Omnibuzz survey, 60 percent of teens said they believe 2006 will be a better year than 2005.
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How we stock their vending machinesAccording to the agreement reached between the Southport, Conn.-based Alliance for a Healthier Generation (a joint venture of the American Heart Assn. and the Clinton Foundation) and the country’s top beverage companies (PepsiCo, Coca-Cola, Cadbury Schweppes and the American Beverage Assn.), elementary and middle schools will sell only water, some unsweetened juices and low-fat plain and flavored milks. However, the juice and milk will only be available in 8-oz. containers in elementary schools or 10-oz. containers in middle schools. At the high school level, diet sodas, light sports drinks and reduced-calorie teas will be added to the list, and milk and juice servings can increase to 12-oz. sizes. A final caveat of the guidelines requires at least half of all beverages sold in the high schools be water. |
| Potato or tortilla chips | 43% |
| Cookies | 35% |
| Fresh fruit | 32% |
| Chewing gum | 27% |
| Ice cream | 26% |
| Candy bar | 22% |
| Popcorn or pretzels | 21% |
| Crackers | 19% |
| Cereal or granola bar | 18% |
| Yogurt | 17% |
Source: Buzz back’s report “Teens Eating Healthy: Oxymoron or Trend?”
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TRU asked 1,994 teens (ages 12 to 19) what beverage brands they drank in the past six months:
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