In my continuing saga to rid the world of the crass commercialization of youth and the marketing of homogeneity, I would like to bring your attention back to YPulse. As some of you remember from my other forays into this conversation, I’ve got beef with people who sell youth, sell to youth, and promote the manipulation of Youth Voice as a marketing tool. I stand against the commercialization of childhood and youth-dom, and YPulse, along with several other blogs, does this very thing with exacting science and precision analyses. Frankly, I am scared of the power of Anastasia Goodstein, its founder and operator.
Goodstein has shown deft skill at defining and driving youth consumption, particularly as it relates to popular culture and technology usage. She is joined by a small bevy of other bloggers* * * * who do this for a living, and honestly they all have their interesting moments. But Goodstein’s successful marketing of herself as the Carrie Bradshaw of teen marketing is what puts a briar in my britches. Profiteering off mass explotation bothers me – call me particular that way. Perhaps what bothers me most is that it appears that Goodstein got her start from a righteous place: she started her work at Teen Voices, a Boston nonprofit youth media organization. Bleh.
Oh, and let me be clear: this isn’t just about the blogs. Goodstein has a book, as well as several conferences every year. More than a half dozen other other youth marketing conferences* * * apparently want to grow up to be half as influential as Goodstein. Her website is up there, too, ranking 171,334 in total popularity across the Internet. That’s compared to the Best Buy Corporation’s @15 website, which competes with the nonprofit YouthNoise, and ranks in at just over 10,389,000 in popularity. These say nothing of the beer-promoting websites Goodstein also promotes on her youth marketing blog* *. Classy.
Admittedly, there is a lot to learn from what the Youth Voice marketers have done, as well as their analyses. DK, a thorough social marketing maestro from the UK who routinely brings his expertise stateside, is one of the people in this area I watch closest. I readily credit his Mediasnackers with teaching me a great deal about my own work, even if – or especially because – he is a marketing expert. The difference between his work and Goodstein’s, though, is that from DK I get the sense that there is a genuine commitment to actually bettering the lives of young people through better marketing. With Goodstein, not so much. I get that it is about bettering the lives of the marketers involved, rather than the people they’re targeting.
Let’s remember why Youth Voice matters – because it comes from young people and benefits all of us. In this same way I would challenge many youth marketers to remember why their work matters – because it benefits more than them individually. As Dr. King implored us, “An individual has not started living until he can rise above the narrow confines of his individualistic concerns to the broader concerns of all humanity.” Let’s keep that in mind no matter what our angle is.