How to Get Youth Marketing Right

podcast-120-how-to-get-youth-marketing-right

[[p]]In this episode of the DMI podcast, host [[a href="https://willfrancis.com/" target="_blank"]]&#8288;&#8288;Will Francis[[/a]]&#8288;&#8288; speaks with &#8288;&#8288;[[a href="https://www.linkedin.com/in/mauricew75/" target="_blank"]]Maurice Wheeler[[/a]]&#8288;&#8288;, CEO of [[a href="https://we-are-family.com/uk/" target="_blank"]]We Are Family[[/a]], a specialist agency focused on research, strategy, and creative work for brands that market to children, teens, and families. Maurice shares how his agency helps household-name brands like Nickelodeon, Hasbro, and Moonbug understand rapidly shifting youth trends &ndash; from meme culture to Roblox &ndash; while staying legally compliant and ethically sound.[[/p]]

[[p]]This episode digs into how marketing to under-18s must balance creativity with a deep understanding of cognitive development, parental expectations, and platform dynamics. Maurice also explains how his agency conducts global research with thousands of children annually and why &ldquo;marketing without manipulation&rdquo; is their north star.[[/p]]

[[p]][[strong]]What You&rsquo;ll Learn:[[/strong]][[/p]]

[[ul]]
	[[li]]Why audience insight matters more than ever in youth marketing[[/li]]
	[[li]]How to ethically and legally engage under-18s[[/li]]
	[[li]]The importance of cognitive development in content design[[/li]]
	[[li]]What platforms kids really use &ndash; and how[[/li]]
	[[li]]Why screen time post-COVID is evolving again[[/li]]
	[[li]]How to balance messaging across kids, parents, and platforms[[/li]]
	[[li]]Where influencer marketing fits &ndash; and where it doesn&rsquo;t[[/li]]
	[[li]]Why creativity must thrive inside tight guardrails[[/li]]
[[/ul]]

[[p]][[strong]]Top 3 Tips from Maurice:[[/strong]][[/p]]

[[ol]]
	[[li]][[strong]]Talk to kids constantly: [[/strong]]Research can&#39;t be replaced by reports. Direct conversations reveal the truth.[[/li]]
	[[li]][[strong]]Learn the rules: [[/strong]]Global youth marketing demands obsessive knowledge of local legal and ethical guidelines.[[/li]]
	[[li]][[strong]]Immerse yourself in their world:[[/strong]] Play Roblox, scroll YouTube Shorts, and understand meme culture. You can&rsquo;t market what you don&rsquo;t experience.[[/li]]
[[/ol]]

[[p]]The Ahead of the Game podcast is brought to you by the Digital Marketing Institute and is available on&nbsp;&#8288;&#8288;&#8288;&#8288;[[a href="http://www.youtube.com/channel/UCdWKV2YlzIxeVNDzvfbvSxg" target="_blank"]]YouTube[[/a]],&nbsp;[[a href="http://podcasts.apple.com/ie/podcast/ahead-of-the-game/id1502583392" target="_blank"]]Apple Podcasts[[/a]]&#8288;&#8288;&#8288;&#8288;,&nbsp;&#8288;&#8288;&#8288;&#8288;[[a href="http://open.spotify.com/show/6r6nCK6XALNOAiXvHoxyve" target="_blank"]]Spotify&#8288;&#8288;&#8288;&#8288;[[/a]], and&nbsp;&#8288;&#8288;&#8288;&#8288;all other podcast platforms.[[/p]]

[[p]]And if you enjoyed this episode please leave a review so others can find us.&nbsp;If you have other feedback for or would like to be a guest on the show,&nbsp;[[a href="mailto:podcast@digitalmarketinginstitute.com?subject=Message%20from%20Podcast"]]email the podcast team[[/a]]![[/p]]

Marketing Management - Marketing Today - 001 SP5-01-005

How to Get Youth Marketing Right

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