13-17 years old
The image of the typical teenager has changed from that of a lazy underachiever to an optimistic, ambitious, self-assured person with a more confident and positive outlook on life. Though teenagers have not changed psychologically and emotionally over the past fifty years, from a marketing perspective, this age group is much more accustomed to being the targets of sales pitches and is, therefore, more aware and sometimes critical of their motives. Because teenagers are accustomed to multi-tasking, products need to be presented in a way that will catch the attention of the consumer. As self-expression is important to many teenagers, this can be encouraged by allowing them to customize products. Community involvement and global awareness have also become more important due to the widespread use of the Internet, so products that are “earth and community friendly” may be more appealing.