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Thursday, March 08, 2012

Marketing to young Greeks


We all know the arguments about marketing's  obsession with 18-34 year olds etc etc.....

I just read this release and gulped  -  these numbers relate to Greece:
Statistics service ELSTAT said on Thursday that the overall jobless rate rose to 21 per cent from 20.9 per cent in November, twice the eurozone rate.
The average unemployment rate for 2011 jumped to 17.3 percent from 12.5 percent in the previous year, according to the figures, which are not adjusted for seasonal factors.
Youth were particularly hit. For the first time on record, more people between 15-24 years were without a job than with one. Unemployment in that age group rose to 51.1 percent, twice as high as three years ago.
What do you do if you are marketer in Greece who is trying to target the youth sector. I guess you could say that it near to impossible being a marketer in Greece targeting any sector, but when less than 50% of your customers are in work -  what do you do? 

I wonder if the disproportional way the recession has affected the young is causing businesses to wake up to the potential of the older market? Dick Stroud


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