Of course the Youth Market Saves The Day. The Youth Market has always saved the day. It is the easiest market to persuade. These kids still in the process of education, untainted by real world experience and have the disposable funds to spend on such needs as "coolness". Try to sell "cool" to a thirty-eight year old with a three kids, a dog and a mortgage.
The companies marketing to the youth aren't marketing to the trendsetters. They've targeted the sheep. The sheep follow the trend setters. The sheep are the majority. Those in control of the majority control the market. Putting "under-covers" in the "in-crowd" for market research is unnecessary. Sheep are Sheep. Tell the sheep what's cool. Or when in doubt, hire Snoop Dog to do it.
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I like your take but I wonder about wether the youth really are the easiest market to persuade. If you break it down looking strictly at age it is probably true, but I think that's because the younger the age group, the less segmented the market is. They have more shared interests and they all lead very similar lifestyles since most are in school. If you were to look at soccer mom's though, for example, I think you would find that their buying habits are just as predictable as the youth's. One issue is that the matured consumers are likely going to be more frugile and selective about how they spend their money, while it is easier anticipate what kids are going to spend theirs on. Therefore companies can pump more money into advertising these products with less uncertainty that they are missing their target.
Kids can be just as obstinate as adults and adults can be just as persuadable as kids. Look at nascar fans. You just need to know how they're each influenced in different ways. I think the sheep in this whole equation are the companies. They are the ones following the crowds and listening to Snoop to find out what's cool.
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