Is the Younger Generation the New "It" Target Market?

On a freezing Canadian morning, my steering wheel remained cold to the touch as I grappled with the "I really don't want to go into work" blues. Despite my reluctance, I decided a pick-me-up from Starbucks would help tackle the long day ahead. 

"This will surely motivate me today," I truly wanted to believe. 

As I stood in line waiting for my turn, I couldn't help but notice the Starbucks display around me. Shelves that used to be filled with the clean, sleek and modern tumblers and mugs were now replaced with products that sparkled and had rainbow decals. It looked like a Care Bears had thrown up in Starbucks, and my first thought was "these would never sell." 

Starbucks Target Market 

Historically, Starbucks has carefully targeted its market, often locating stores in downtown office buildings or neighborhoods where grocery stores like Safeway exist (and are actually visited). With prices often three times higher than competitors like Tim Hortons, it was clear Starbucks caters to educated professionals of the upper-middle class. However, the display at the store suggested a shift towards a younger demographic, a more "tween dream drama queen" market to be exact. 

SKKN Target Market 

Later, while scrolling through TikTok, I stumbled upon a video with North Kardashian West demonstrating SKKN makeup. As entertaining as it was, everybody knows that nothing the Kardashians do is accidental. This was clearly an awareness video for the new line, but North's involvement in the promotion was a calculated move. 

In the video, North is seen dipping her brushes into the palette and smearing it all over her face as if it she was using make-up for the first time. This video speaks to 

1. the quality of the products 

2. 10-15 year olds who are probably experimenting with their mothers makeup for the first time too

A girls first introduction to makeup is whatever she finds in her mothers cabinet, so this video by North screams "hey, this is a great beginner palette for you!" expanding SKKN's target market. 

North West Makeup Tutorial/ Kim and North's TikTok

But are the younger generation a profitable market to target? 

Banks Marketing to the Younger Demographic

In the past, we have seen Banks direct their marketing efforts towards children with their Youth and Student Banking Services and Savings Program for Youths. 

TD Bank Savings Program for Youths

Children who opened bank accounts when they were young have been reported to stick with the same bank account for a good portion of their life, purely out of convenience. As result, the average customer life value at banks is 17 years. 

Of course, the services and offerings that banks have are designed to accommodate the different stages in a customers life such as saving for college, opening a credit account and taking out loans for a house. 

Starbucks and SKKN don't offer the same lifetime value, but the strategies were seeing recently employed by businesses do reflect a broader trend in marketing. 

By appealing to the interests and preferences of the younger generation, these brands not only expand their customer base but also cultivate long-term loyalty from an early age. So, whether it's through colorful tumblers or silly little makeup tutorials, the message is clear: capturing the hearts of the youth today secures a longer future for businesses.