September 2011

The Myth of the Disaffected Youth - and 5 Tips for Marketing to Them

If your organization seeks to reach out to, engage and persuade young Americans, read on. Anne Sorock offers five tips for accomplishing that goal.

Sorock, of The Frontier Lab, a marketing firm, writes, "A recent study designed to identify the attributes of Ronald Reagan's brand, to which Americans ages 18-29 relate, yields valuable insights for conservative policymakers. Not only would this group choose former President Ronald Reagan over President Barack Obama in a head-to-head match-up, but the brand champions of his legacy also represent a return to patriotic, independent thought."

She advises, "When marketing your policy innovations to this group, make sure you: (1) define the reason they're an appropriate audience, and (2) determine the specific action you'd like them to take. Then, filter your communications through the following lens, which are based on qualitative and quantitative data collected over the past few months."

1) The rags-to-riches American dream story is particularly alluring during these uncertain times. Describe policy solutions through this timeless narrative in order to reach them as they face the first stumbling blocks to actualizing it in their own lives. They view the political system as insulated and not merit-based; injecting competition and meritocracy appeals to their fears about their financial security.

2) Moreover, the world is scary enough to them right now, rather than projecting doom into the future - paint a picture of today. They aren't worried about the 80-year-old version of themselves, they are worried about next year's prospects.

3) Capitalize on their desire for leaders - and policies - that make tough decisions. They are jaded by vague promises from politicians on both sides of the aisle, and instead seek definitive and intelligence-based direction. Use a tone that is forthright and candid when describing your solutions.

4) They have a strong "pandering" detector. These young Americans related to Reagan's "genuine personality" and "humility"; they do not seek bravado or slick leaders, and are rejecting those leaders that appear to be manipulative. Take the extra step to get to know an "inside source" within this age group to soft-sound your messages.

5) They believe in American exceptionalism and feel acutely the lack of it in the current political landscape. The central tenet of the free-market policy offering aligns with their values. Do not water down the urgency or the philosophy that underlies it. They will appreciate and will respond to this message.