Youth marketing - ethical issues

Youth marketing is a term used in the marketing and advertising industry to describe activities to communicate with young people, typically in the age range of 13 to 35. Youth marketing includes teen marketing, targeting people aged between 13 to 19, college marketing, targeting college-age consumers, typically aged between 18 to 24, young adult marketing, targeting young professionals, typically aged between 21 and 35. Youth marketing takes place on TV, radio, in print media and in dozens of forms online. Companies often sponsor extreme athletes, musicians, sports teams and entertainment events as a way to insert them into youth culture. Youth market is attractive because of the purchasing power and its members' influence on the spending of family members. In addition, teens and young adults often set trends that are adopted by other demographic groups.
Youth marketing strategies are heavily employed by a wide range of business firms in Bangladesh. Generally companies that sell food, clothing, personal electronics, and entertainment invest heavily in youth marketing programmes. Bangladeshi companies which are in fashion, fast food, perfume, toiletries, entertainment, beverage, beauty products, telecom, cell phone, and tobacco industries have been employing youth marketing programmes for many days.
Youth marketing programmes are increasing the standard of living of the young people. They are becoming aware of various new products which help them to become updated and smarter. Their purchasing of various products accounts for a significant contribution to the economy of the country. Moreover, several social marketing campaigns persuade youths to avoid bad habits and to work for the betterment of society.
However, many youth marketing gimmicks are unacceptable and contribute to a range of youth-oriented problems. Several of these programmes have a materialistic effect on the young people. They are also targeted for some unsafe products like Tobacco through undercover marketing messages (like the hero is smoking in movie scenes). The young models present in these marketing programmes do not represent most of the youths in the country (e.g. young models in the advertisements of telecom companies). Some ads give immoral messages like telling lies, deception, aggressiveness, etc. In addition to that this type of marketing programmes encourage the young generation toward fashions which are truly against the culture of our country.  Languages used in many Ads are combination of Bangla and English (Banglish). Many ads show youths with dresses that are not appropriate in our culture. The advertisements of many multinational companies are telecasted here without any cultural adaptations. The contents and messages of those advertisements are unsuitable for the young generation of our country. The youths watch programmes in foreign channels and the promotional materials in those channels are detrimental to the welfare of the young generation of our country. The health effects of many products (e.g. energy drinks) are questionable where the youths are the main target market.
Despite the fact that many youth marketing programmes have harmful effects on young generation, the young segment of the population is very attractive for the companies. Corporations will continue these youth marketing programmes for their business purposes and this is also essential for the economic well-being of the country. Thus, effective actions are required to regulate youth marketing programmes in the country. Government-affiliated organisations, which are in charge of regulating advertisements, should be more conscious. Bangladesh Broadcasting Authority is responsible for updating advertisement codes and restricting the telecast of advertisements. The authorities should give clear direction for the advertisements which are targeted toward the youth segment of the population. If any corporation publishes ads that are against our culture or values then the authorities should take stern action against that company. Consumer activists groups have to play a crucial role in shaping youth marketing programmes. In developed countries, consumer groups and NGOs (non-governmental organizations) put pressure on government to control controversial youth marketing programmes. For instance, in the year 2011 Philip Morris International ran a global advertisement campaign for their Marlboro brand cigarette targeting young generation in different parts of the world including western countries. Seven Anti-tobacco campaigners including Corporate Accountability International, Campaign for Tobacco-Free Kids, Alliance for the Control of Tobacco Use, Tobacco Control Alliance, Framework Convention Alliance, Inter-American Heart Foundation, and Southeast Asia Tobacco Control Alliance in Europe called on Philip Morris International to end the campaign immediately and urged governments to implement tougher anti-tobacco advertising laws. Consumer activist groups (e.g. CAB) and NGOs need to analyse youth marketing programmes regularly and put pressure on the government to restrict such programmes if these have probable negative effect on the young generation. In addition to that ethical topics should be included in the training programmes of workforce who work in the marketing arena.
Md. Aslam Uddin is Assistant Professor,
Marketing Department, Bangladesh University of Business and Technology (BUBT);  Mahamudul Hasan is Lecturer,   Marketing Department, Bangladesh University of Business and Technology (BUBT). [email protected]