Platform: Why youth PR must lose its cliquey image - Portraying youth marketing as complex and unbelievably hip can be damaging to a brand in the long-term, says Dan Holliday

’Notoriously fickle, incredibly cynical and remarkably elusive’, screams the copy, supported by de rigueur psychedelic graphics and a funky little font. I find myself invited to yet another ’yoof’ conference where it’s a sure thing delegates will be told the youth market is a ’mindset and not a demographic’. Frankly I’d prefer to watch paint dry.