For many marketers, the importance of properties and characters in kids’, tweens’ and teens’ lives comes to the forefront only when they’re considering promotional partners. For others, who have committed to understanding youth culture apart from their own category, knowing the characters that matter to youth can serve as a fun intro to what are often perceived to be deeper, more strategic and more influential trends. Tracking the top characters in kids’, tweens’ and teens’ lives is often seen as a nice to have, but not a necessary part of a marketers’ research plan.
But we would argue that the characters that populate the ever-changing landscape of youth culture provide invaluable and incomparable clues to the mindset of a cohort. A new book with one of the most intriguing titles we’ve read in a while, makes a similar argument. In Harry Potter and the Millennials: Research Methods and the Politics of the Muggle Generation,authors Anthony Gierzynski with Kathryn Eddy ask, “Haven’t Luke Skywalker and Santa Claus affected your life more than most real people?” They suggest that many soci-political factors can shape the views of a specific cohort, but that to ignore the tremendous power of entertainment, and of specific narratives and characters in particular, would be an act of denial. As the title suggests, they hypothesized that Harry Potter had a profound effect on the attitudes of members of the Millennial cohort, in general, and that Harry Potter fans displayed beliefs aligned with those that prevail in Hogwarts and that are embodied in the “boy who lived,” even when other factors (like being an avid reader in general) are considered. They suggest that the impact these characters have on the psyche of youth who were born between 1982 and 2002 (the definition they select for Millennials), is far from superficial. They attribute attitudes towards diversity, social justice and even torture to the narratives that took hold of them during their formative years.
For marketers, we encourage taking characters seriously, regardless of your category. Gierzynski with Eddy’s work suggests that making the most of this kind of market intelligence requires deep analysis of the themes and memes associated with any given character or property, but it also necessitates knowledge about the characters that are truly connecting with this audience right now.
At YouthBeat, we’ve always believed in using these character inventories as critical indicators of youth culture. Starting in 2015, we’re adding a Preschool Character Tracker to our existing suite of products. To find out more, please contact Amy Henry at firstname.lastname@example.org or at 312.828.9200.