Season's Gleanings

Brandweek, Dec 11, 2000 by Rachel Geller

When it comes to Christmas, children and teenagers see the holiday through entirely different eyes. Because of their life stages, they come to the tree with a different set of needs and beliefs, of experiences and dreams.

Young children live in a world where fantasy and reality blur. At five, a boy with Derek Jeter's number on his uniform really is a Yankee when he steps up to the plate. But as the years pass, children learn that Barbie can't really drive that Dream Car, and if one is in the lowest reading group it's for a reason; wishing won't make it otherwise. Except at Christmas, the holiday when the conspiracy to steadily erode children's fantasies comes temporarily to a halt.

The tree magically transforms the living room, the neighborhood looks like a fairy village and Santa--the One Who Makes All Wishes Come True--reigns supreme. Christmas means overturning life's hardest lessons, at least for the two-week winter break.

For teens, Christmas gives permission to enjoy the security of belonging to home and family they so rarely allow. The turmoil of adolescence is all about forging one's identity, and losing faith in the simple answers of childhood to develop a more realistic, often cynical, outlook, Spending the extra time with Mom and Dad and buying gifts for family and friends provides even the coolest teens an acceptable outlet for shedding their protective coating of indifference.

By being aware of the vastly different emotional drivers for young people--the fantasies of childhood and the teen's dependency needs--brands can provide transforming experiences during the holidays.

Rachel Geller is founder/chief strategic officer at The Geppetto Group, a New York agency that specializes in marketing to kids and teens.