CITY VIEWS: IS BIG BUSINESS OUT OF TOUCH WITH WHAT YOUNG PEOPLE WANT?
BOB DAVIES ACE
“I think firms are getting better at understanding youth and a lot of senior executives have kids. But often they’re a bit blinkered – they tend to grasp at what seems to be trendy and don’t necessarily think about it very deeply.”
MAGDA MILLER KENNEDYS SOLICITORS
“When companies do address youth, they’re only doing so for financial reasons and perhaps they’re not doing proper research. Executives need to get up to date by teaching themselves about technology or hiring more young people.”
PHILIP GARNER MITSUI SUMITOMO INSURANCE
“There’s a bandwagon effect with companies, but they always latch on to things like Facebook too late. A lot of kids I know are already using something else by the time companies catch on. They could be spending their money better elsewhere.”