Can we inspire teens to choose to do something with the same methodology that convinces them not to do something? For example, does the same decision-making process lead to teens buying $15 Starbury One basketball shoes and to not buying the designer $130 Nike Zoom Kobe I sneakers? Is there a common denominator in how teens choose to start smoking cigarettes and how they choose not to? Can we as marketers reach them at the pivotal decision-making moment to inspire desired behavior? Denver-based Cactus Marketing Communications thinks they have uncovered the simple truth about effectively altering teen behaviors by redefining empowerment as a marketing strategy.I. BackgroundYouth empowerment has been defined as an attitudinal, structural and cultural process whereby young people gain the ability, authority and agency to make decisions and implement change in their own lives and the lives of other people, including youth and adults.Over the past decade, the word empowerment has become a buzzword in business and youth development, but the word has different meanings for different people. According to the Journal of Extension, “empowering teens” refers to a process through which adults begin to share responsibility and power with young people… It is the same idea as… Read full this story
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