Following on from our recent post on PR top tips, “how to reach Screenagers”, we were intrigued to learn about how fast digital maturity is catching on around the world for this group of savvy young communicators.

According to a Digital Diaries survey, by the time most kids in the west turn 11, they have already moved onto mainstream social networks like Facebook and Twitter. In Italy and Spain, digital maturity starts as young as 10 (wow), a time when many of us Fireflies remember playing ‘I Spy’ or ‘Hopscotch’!

This young and very unique generation represents a new consumer force, with their buying, spending, trendspotting and trendsetting prowess. They are the first to be fully ‘wired’, meaning they cannot be ignored anymore and need to be fully understood in order to be reached. PR consultants need to ensure that any campaigns are tailored to, and suitable for, this audience.

Young people definitely have much greater awareness of what’s going on around them now, than they did eight years ago. They’re seeing the news on their computers and cell phones. They also have the latest products, the trendiest fashions (you only had to look at the number of teenagers queuing outside H&M stores for the Versace launch recently); and now, the must-have Christmas present is the iPad.

Marketing to this generation is something to be handled with care. For one, brands need to ensure that any campaigns adhere to CIPR guidelines regarding direct communication with children. However, with this age group being as digitally savvy as they are, there is certain inevitability in them being touched by many large-scale PR or marketing campaigns. So bearing this in mind, here are our tips on how to do it properly:

Are you trying to reach Generation Y? Make sure you talk to us about how we can help with understanding and reaching this audience.

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