An industry’s dependence on a teenager’s likes
Today brands survive only if they have the backing of teenagers. Do teens think that the brand is worth buying from? Will they post it on their Instagram? Can the brand’s products be turned into a viral reel? These are now the questions market analysts, of the biggest brands in the world, ask.
Brands like H&M and Zara continue to get business because they have a loyal customer base, most of which comprises teens. And a few years ago, when those very teens acknowledged the damage of fast fashion (and the environmental impact of brands like these), their sales were affected. Even just a preference change can affect a company’s commerce. Take the example of Adidas Superstars, they were the trendiest shoes to be wearing in 2015-16 – and their sales were skyrocketing – but are now seen on no one. With time teens began to prefer the aura of Nike over Adidas, and changed from Superstars to Nike Airforce 1s. This mere change in a teen’s taste affected the sales of a mega-industry.
This same phenomenon applies to the media industry. Artists like Olivia Rodrigo, Travis Scott, Harry Styles or Jack Harlow stay relevant only because teens enjoy their music. Apps like Instagram, TikTok or Snapchat have the highest number of users because these companies are vetted by teens. Celebrities like Zendaya, Timothée Chalamet, Kristin Stewart etc. are icons because they and their message appeal to teens.
Teenagers as a whole not only have an influence on pop culture but also world issues. Activists like Greta Thunberg and the Wissen use their voices for saving the environment – and teens amplify it. And social movements like cancel culture work only because teens use their platform to call out wrongdoers.
There is a clear pattern that connects a teen’s interest and the success of an industry. Yet, people choose to ridicule and belittle their interests and likes, terming them as ‘silly and basic’. This not only goes against the economic evidence of success but also leaves a lasting impact on their minds. Teenagers are not only the trendsetters of our economy but also simply young adolescents whose opinions matter and voices deserve to be heard.