Kids Give the Scoop on Cool

Selling to Kids, Jan 24, 2001

Forever in search of what makes a product, brand or property a mega-hit with kids, Saatchi & Saatchi Kid Connection went straight to its online panel of Roving Reporters (ages 8-15). The kids' insights on what makes something popular and how participating in trends makes them feel have implications for marketers involved in a variety of youth-focused categories.

All Roving Reporters fuel trends - from owning Razor scooters and robotic dogs to wearing hoop earrings, listening to Britney and playing (or longing to play!) PlayStation 2. The benefit, for most, is that being trendy creates a sense of belonging with classmates and friends. Having and doing trendy things "gets you known and noticed at school," says Taryn, 9. Chet, 13, says, "when you feel 'in,' people can't criticize you." And Shayna, 11, says, such things can "help you meet new people."

While younger Roving Reporters love trendy stuff because it makes them feel more mature and cool, older panelists are less excited about taking part in trends. They resent the expectation that they must "go with the herd" and feel as though they're compromising their beliefs when they do so.

"Sometimes I feel stupid cuz it looks like I think I'm all cool cuz I have something popular," says Garrett, 13. Fourteen-year-old Julia believes that when you're wearing something trendy, "there is nothing unique or different about you." Rebecca, 15, says trends make her feel "shallow" and "like a slave," adding that "sometimes people fake liking (trends) so you think you know them but you don't." Several Roving Reporters, like Genaro, 11, also point out that trendy things "can be really expensive."

Their conflicting feelings reflect teens' abilities to think more abstractly than their younger counterparts, as well as the fact that their personal identities are somewhat more intact. Their insights remind marketers of the need to be authentic when communicating with the 13 and older set and suggest appearing "less mainstream" by limiting products' distribution or related media exposure to select arenas. Such carefully chosen associations can help products become popular without being popular.

But don't overdo selectivity, warns Gus, age 14. He says that if a product or brand "is really hard to find, expensive or used by weird people" it will eventually "go 'out.'"

One way to ensure your products and brands catch on to - and hold - kids' and teens' attention is to imbue them with practical benefits beyond socialization and fun. Claire, 12, is an Abercrombie & Fitch fan because "the clothes are comfortable," and Seth, 15, says MTV is big with him and his friends because it "always gives you facts on the latest music." Molly, 13, insists on watching movies "that have a bit of meaning" and Jared, 10, loves his scooter because it's "a quick way to get around" and "won't hurt your legs as much as (you do when) walking." Zoe, 8, says that even though Holiday Barbies are "out of style" with her and her friends, they "still make good decorations."

A product or brand's ability to be unique and timely also impacts the likelihood that it will catch on with Roving Reporters. Explains Kimberly, 10, "some things are just fads, like Furbies or Beanie Babies...they're not really exciting or unique, so there's no reason for them to stay around." Dean, 15, agrees, suggesting that "the things that stay popular for years are usually (those based on) good ideas." And Vivian, 13, feels that successful products are those that are "updated or improved or changed in some way" so that everyone who liked the original one buys the new one.

Peter, 12, contends that some things are just too good to ever fade away. He says Disney movies "have been popular for the past 50 years" because they're "always different and always good."

So, do our young trend experts think Pokemon is here to stay? Their opinions are as varied as those that circulate in the youth marketing community. Tom, 13, says, "Pokemon was popular at a certain time but now it's dead," while Hillary, 9, insists it's very much alive because "they keep coming up with new things to add to what you already have, like Pokemon cards and games." Reese, 8, likes "the TV show" but says he "doesn't play with the cards anymore." And Sabrina, 9, says "the boys in my school like Dragonball Z and Digimon now, but I still like Pokemon the best because I like Pikachu."

Terry, 12, may have a prosperous youth marketing career in his future. He boasts, "When I heard about Pokemon, I predicted that in about 2 years it would be dead - and it is."

Holly Gross is a strategic planner at Saatchi & Saatchi Kid Connection. She can be reached at 212/463-2020 or hgross@saatchiny.com .