Social Media Marketing to Students: Manipulation or Engagement?

If there is anything my time at Pepperdine as an Integrated Marketing Communications student has taught me, it is how to be more perceptive of the marketing strategies I see daily. Consequently, the influx of marketing oriented toward younger audiences, including students of all types, has been quite apparent. There is no general rule to apply when evaluating the ethical implications and results of such strategies. Rather, my opinion is highly dependent on the age of the student in particular.

If the student is under the age of sixteen, I would view this marketing as manipulative and a clear explanation of their vulnerability. At this age, they are significantly more unlikely to independently identify harmful or false advertising than if they were college-age. Additionally, they are less likely to be aware of how they should be spending their money, or what is appropriate to ask of their parents. In fact, at this time, many parents seem somewhat ignorant of the sort of content their children are interacting with online. While some products are clearly made to be enjoyed by youth, many brands intentionally market themselves to children whilst producing items far too mature for them. One only needs to recall the colorful packaging of Drunk Elephant, the collectability of Laneige lip products, the fruity flavors of JUUL, or Zara’s occasionally revealing and suggestive children’s clothing to understand the harms of marketing geared toward our youth.

Most children, at some point, want to be viewed as older and more mature, but this is a wish that should not be granted to them, as it is out of a place of naivety and innocence. It should be the ethical responsibility of online marketers and brands to deprive them of this desire. Taking advantage of children’s youthful desire to be seen as the ‘cool’ or ‘older’ friend purely for the sake of the financial benefit of the company is deeply shameful and unethical. Furthermore, from a legal standpoint, the FTC has highly regulated restrictions on any content that could be considered manipulative and targeting children. So marketers should remain hesitant and vigilant in their marketing efforts, as it might run a legal risk if misdirected. Forcing young students to grow up as a result of targeted advertising should not be tolerated.

On the other hand, if the given students are in their later high school years, or are college-age, targeted marketing is not only reasonable but also important for their development. While nearly all marketing strategies are at least somewhat manipulative, this audience provides brands with crucial engagement and company success. This particular age group is a significant target market both in its size and influence. They have a high amount of say in what trends are on the rise, and which brands are ‘accepted.’ Through the targeting of older students, meaningful connections could be made between brands and potential consumers that allow for the further refinement of brand offerings. These students, myself included, are at a crucial time in our lives where we are studying and preparing to enter the world as the newest professionals, consumers, thinkers, and parents. It is crucial, from a marketing perspective, that brands capitalize on this opportunity.

From the perspective of the consumers, an older student, it is also a formative time in which we will soon be tested outside the protection of our schools. On all sides, our will be fought for to even a greater degree than it is already. It is crucial to our formation as up-and-coming members of our community, that we learn how to prioritize where our time, money, and attention are directed. Deciding which products and brands are an extension of who we are, which we are loyal to, and what causes they represent is a challenge we must face. This is not the time to remain sheltered from the real world, and the noise of marketing it comes with. Ethically, targeting this age group of students is not only permissible but also necessary for the well-being of both themselves and brands. Given the habitual and frequent purchasing behavior of this audience, their aptitude to shape public discourse around brands, and their significant online presence including them in target marketing only makes sense. As long as marketers adhere to the general FTC standards, I see no significant legal, or ethical, implications with this strategy.

I challenge all marketers to go out into the ever-changing media landscape and exhaust it to the best of their ability. Be mindful of the more vulnerable among us, but take advantage of the opportunities placed conveniently before you. Just on the opposing side of social media platforms is a significant crowd of young adults, waiting to make purchasing decisions and who have the power to become your greatest engagement tool.