Viacom launches ViacomLab, a long-term project that targets young audiences.
In Italy, in 2017, the expenses for children aged 3 to 13 (about 6.2 million people) amounted to 3.3 billion euros, recording thus a growth of 1.3% compared to 2016. With an increasing birth rate and a consequently higher consumption levels from families for their children, it is clear that the corporate strategies of the major television groups are also adapting and taking advantage of this trend.
It is no just coincidence, then, that Viacom Inernational launched the ViacomLab, a project that focuses mainly on young people, their desires, values and their role within their family. Morena D’Incoronato, director of the research&insights department in Viacom, declared “that the kids’ generation between 4 and 12 years old is very tolerant and open. They perceive diversity as a wealth. They are also surrounded by nannies, grandparents, etc. who play a decisive role in their lives. And this is precisely why children now have more models to take inspiration from, and not just from both their parents. They certainly take technology for granted but seek physical contact, real experiences, parks, vacations. And many prefer experiences to the product, to the toys”.
Viacom’s new project will, therefore, be a program aimed at producing knowledge, an always active research, willing to tackle all the targets, starting from kids, passing through teenagers and reaching also adults.
The next events of ViacomLab will be devoted to “Youth and the Future”. Subsequently, the attention will move to the “Experience Economy” in which the discussion will be on how young people are increasingly looking for experiences, emotions, and sensations. The last focus will be dedicated to teenagers, and the issues addressed will be the fears, desires, and projects that distinguish this restless period of life. The managing director of Viacom, Andrea Castellari, has declared his enthusiasm for this new project: “I am very happy to be able to present this new long-term project that allows us to have an even more widespread presence among our audience and to have a shared exchange with all our stakeholders (with whom we will share the results of all our research), strengthening the relationship with them and promoting the dialogue among the various figures of the market”.
