In communicating with youth, attention is your biggest cost. In the modern Attention Economy, you cannot buy youth attention anymore, you need to earn it. No more “big idea”.
When the demand for youth attention but the supply remains fixed, price increases. Today, in youth marketing, attention is your biggest cost. The Attention Economy explains why youth are turning off and turning away from traditional marketing messages because the demand for their attention is increasing exponentially. By age 16, they will have viewed 80,000 marketing messages. Add to this the growth in the number of media channels that youth are now connected with you have a real issue in trying to buy youth attention.
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