Sie wird gejagt, erforscht, begehrt: Die “Zielgruppe Jugend” geistert wie ein Phantom durch die Medien und Köpfe der Werber. Doch wer versteckt sich hinter dieser Definition? Gibt es überhaupt eine Zielgruppe Jugend? Angeregt durch ein Interview in der vergangenen Woche habe ich mich, einmal mehr, mit diesem spannenden Thema beschäftigt.
Wen umfasst also diese “Zielgruppe Jugend”? Das Jugendmarketing hantiert recht leichtfertig und oft unüberlegt mit dem Begriff „Zielgruppe“. Doch was versteckt sich eigentlich dahinter? Ich habe es für mich einmal folgendermaßen definiert: Eine Zielgruppe ist …
„Eine definierte Gruppe von Menschen, die identische Erwartungen, Wünsche, Hoffnungen oder Ängste mit dem Erwerb eines Produktes oder einer Dienstleistung verbinden“.
Der aufmerksame Leser wird bemerkt haben, dass Begriffe Nationalität, Geschlecht oder Bildung, aber auch das Alter hier zunächst einmal nicht vorkommen…
Gehen wir aber streng nach dieser Definition, gibt es keine pauschale „Zielgruppe Jugend“, weil eben ein 14-jähriger Achtklässler völlig unterschiedliche Erwartungen, Wünsche und Ängste hat, als eine 18-jährige Bäckereifachverkäuferin. Zumindest bei emotionsbehafteten Produkten, wie z.B. bei Reisen, Mode oder Musik verhält es sich so. Anders sicherlich bei eher rationalen Produkten wie Heftpflastern, Tintenpatronen oder Energiesparlampen. Hier liegen die Erwartungen an das Produkt über viele Altersklassen nah beieinander.
Oft lässt sich die Definition der Zielgruppe also kaum anhand des Alters durchführen, sondern eher anhand der momentanen Lebensphase des potentiellen Kunden. So trennen junge Mädchen und Jungen gleichen Alters bekanntlich Welten. Auch treten Mädels früher in die Pubertät ein, als Knaben.
Mit dem Startschuss der Pubertät verändern sich die Lebenswelten der Kids rasant, oft binnen weniger Monate. Und mit Ihnen ihre Werte und Positionen. Alles ist in Bewegung, nichts ist gesetzt. Mit Fünfzehn sieht die Welt vollständig anders aus, als noch mit Vierzehn. Gestern Tokio Hotel, heute Bushido. Gestern Kim Possible, heute Jackass. Die Welt dreht sich rasend schnell. Was gestern noch angesagt war, ist morgen „Kinderkram“. Es gibt nahezu keine Marke, die in der Lage ist, Jugendliche durchgängig in dieser turbulenten Lebensphase zu adressieren. Marken werden „abgelegt“ wie altes Spielzeug und werden uncool.
Und genau das ist die Herausforderung an eine Jugendmarke, bei Jugendlichen über alle Lebensphasen zwischen 13 und 20 Jahren gleichermaßen relevant zu sein. Attribute zu entwickeln, die möglichst viele Jugendliche, unabhängig von Alter, Schulform und Geschlecht, gleichermaßen ansprechen. Dass es funktionieren kann, zeigt Apple. Apple ist Anarchie, widersetzt sich den vermeintlichen Standards, sieht anders aus, eigenwillig, unverwechselbar, sticht aus der Masse heraus. Apple ist Punk und gleichzeitig Innovation. Und erfolgreich. Die Parallelen zu jugendlichen Lebenswelten sind offensichtlich.
Die eine Zielgruppe der Jugendlichen gibt es also nicht. Versuche, die junge Zielgruppe lediglich über ihr Alter zu definieren, müssen fehlschlagen. Lebenswelten bestimmen die Werte, die Themen, den Konsum. In manchen Märkten, wie der Mode, lassen sich selbst 40-jährige dazu zählen, da sie sich zunehmend mit jugendlichen Attributen schmücken. Zwei Drittel der Deutschen sehen sich inzwischen deutlich jünger, als sie wirklich sind. In der Gruppe der 30- bis 69-Jährigen beträgt der Anteil sogar 80 Prozent. Dies drückt sich auch in ihrem Konsumverhalten aus. Jugendmarken expandieren zunehmend in den Erwachsenenbereich. Somit ist es sicher nicht falsch, selbst diese älteren Zielgruppen punktuell der Jugend hinzuzurechnen.
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