Knowledge Library

Then vs. Now: How things have changed from 1982-2012

Kids and Youth Marketing

The typical teenager in the early 1980s was rocking a Walkman and had just seen E.T. Today's average kid? He has a cellphone in his pocket, he listens to Rihanna, he's less likely to finish high school and he's more likely to practice safe sex.

Then vs Now: How Things Have Changed from 1982 to 2012
From: Best Education Degrees


1982: Olivia Newton-John, Survivor, Joan Jett and the Blachearts

2012: Adele, Rihanna, Katy Perry


1982: Fast Times at Ridgemont High, E.T.

2012: Twilight: Breaking Dawn, Harry Potter and the Deathly Hallows 2

Video Games

1982: Coleco Vision, Atari

2012: PS3, Wii, Xbox 360

Sports Stars

1982: Pete Rose

2012: LeBron James

Work Money

1982: $60.30 per week

2012: $130.oo per week

Cell Phones

1982: What?

2012: 3 out of every 4 teens has a cellphone

Marijuana Use

1982: 30% of teens

2012: 20% of teens

Career Aspirations

1982: Engineering, Biology, Business Management, Physical Sciences, Agriculture and natural resources

2012: Healthcare, Business, Education, Social Sciences, Visual & Performing Arts


1982: 52% of kids 15-17 had their driver's license

2012: 43% of kids 15-17 had their driver's license

SAT Scores

1982: 997

2012: 1,011

Graduation Rate

1982: 77.5% of high school students graduated

2012: 72% of high school students graduate


1982: 79% white, 11.6% black, 6.3% hispanic, 1.3% Asian

2012: 54% white, 21.5% hispanic, 17% black, 5% Asian, 1.2% Native Americans

College Plans

1982: 58.3% go to college, 35.4% work full time, 6.3% other

2012: 79.2% go to college, 18.7% work full time, 2.1% other

Top Foreign Languages

1982: 18% Spanish, 9.2% French, 2.5% German

2012: 30% Spanish, 8% French, 2.1% German

Sex and Safety

1982: 55% of kids use contraception during their first sexual experience

2012: 81.5% of kids use contraception during their first sexual experience

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Generation Z: The New Generation Consumer

Kids and Youth Marketing

Marketers have often made use of generations as a demographic and psychographic delineator for specifying and describing their target markets. But what exactly is a generation? And why is this understanding useful to marketers?

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A Youth Lost in Translation

Kids and Youth Marketing

The youth of South Africa command billions of rands in spending power, directly and through their influence over household consumer decisions. Today’s young adults have more disposable income than the generations that have come before them.

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Marketing to the Youth in South Africa

Kids and Youth Marketing

n terms of segment size and buying power, the "Youth Market" are of great significance to marketers, with roughly half of South Africa’s population being under the age of 24 and the most recent annual spend for consumers aged 8-23 being estimated at around R111 billion.

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Talking to millennials – are you speaking their language?

Kids and Youth Marketing

If you’re a brand owner or retailer hoping to tap into the current go-to market – young, influential and aspirational millennials – you need to chuck almost everything you know about marketing out the window.

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Youth Engagement in an ever Changing World

Kids and Youth Marketing

Young South Africans may account for less than 20% of marketing budgets, but they remain an important market bringing with them the power to dictate trends, parental purchases, fashion and the popular choice of technology.

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