Buzz Marketing Group: Press Releases

January 10, 2005 – Tina Wells, Buzz Marketing CEO, one of today's leaders in youth marketing research, was chosen to present findings regarding teen and tween consumer tastes December 13th to executives at Nickelodeon. Founded in 1996, Buzz MG is a full service marketing company that utilizes an international network of over 9,000 buzzSpotters to help clients better understand and connect with the youth mindset.

Wells' presentation focused on seven major evolving trends inherent in teens today:

1. Affinity
2. Anti-Religion
3. Breakdowns in Gender Specifications
4. KGOY: Kids Growing Older Younger
5. Convergence
6. 80's Throwback
7. Mea Culpa

Affinity refers to how consumer tastes in one area of interest relate to the consumption of related goods. This is primarily based on interest generated in a product stemming from the person or connection to the product. Examples include Jennifer Lopez, Jessica Simpson, John Legend, and Hilary Duff - artists who are on TV, in movies, and on the radio simultaneously. Affinity is the result of celebrities who have developed a brand through their own clothing, perfume, and cosmetic lines. For example, teens that love Jennifer Lopez's music, watch her movies and wear her perfume are more than likely to purchase items from her clothing line.

Another emerging trend identified by Buzz is the teen shift towards "spirituality" as opposed to more formalized religion. Idols such as Madonna and Tom Cruise have become religious mentors who advocate Kabala and Scientology instead of traditional Western beliefs.

Regarding gender, the distinct line between what is for boys and what is for girls has blurred significantly, especially in regards to technology. Previous games geared towards girls were feminine and glamour-related, but lately there has been an increasing demand for combat and reality-based video games.

Youth today are constantly exposed to adult issues on television and influenced by the purchasing patterns of their older counterparts. Tweens spend their disposable income on items with adult appeal, such as Bratz dolls. Children as young as three are aware of popular brands.

Technology plays a huge role in convergence. Cellular devices are used by more and younger kids than ever before, not only for keeping in touch with friends and family but also for music, email and gaming. An estimated 200,000 kids under 10 have cell phones, and teens prefer texting to talking.

Movies, music and cartoons from the 80's are returning in a big way. Current remakes of 80's movies include Footloose, The Thing, Revenge of the Nerds, and Love Don't Cost a Thing. The Darkness, The Killers, and Cleopatra are 80's-inspired bands; and 80s cartoons such as Strawberry Shortcake, JEM, CareBears, and Thundercats have recently been reintroduced.

The last trend presented to Nickelodeon, Mea Culpa, focuses on self-discipline. Children today are aware that there are consequences for their actions, and parents are shifting towards a more hands-off approach to parenting. Self-discipline allows children to make their own choices, learn from their mistakes and take responsibility for their actions.

To learn more about Buzz Marketing Group's capabilities or to read the most current issue of Tina's Top 10, please visit www.buzzmg.com.

CONTACT

Tina Wells
tina@buzzmg.com
tel: 646 792 2174