As industry leaders, we understand the importance of staying ahead of the curve and identifying new market opportunities. This is a principle that is exemplified by the “Merchants of Cool,” the creators and sellers of popular culture who have made teenagers the hottest consumer demographic in America.
These merchants spend their days analyzing market research data and conducting surveys and focus groups to identify the “next big thing” that will capture the attention of their target market, a segment worth an estimated $150 billion a year. They comb the streets, schools, and malls in search of trends and insights to inform their marketing strategies.
However, the question remains, are these merchants simply reflecting the desires of teens or are they manufacturing these desires in order to secure their share of the lucrative market? Have they gone too far in their attempts to reach the hearts and wallets of America’s youth? FRONTLINE correspondent Douglas Rushkoff examines the tactics, techniques, and cultural ramifications of these marketing moguls in “The Merchants of Cool.” Through interviews with top marketers, media executives, and cultural critics, the program explores the complex relationship between media and today’s teens, as each looks to the other for their identity.
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