Each year, the MOJO Ad staff dives deep into research on what they know best: The lifestyles and habits of 18- to 24-year-olds, or, as we like to call them, the Youth and Young Adult (YAYA) market. Fueled by findings and insights, our student-staffed agency finds the freshest, most insightful information to create an annual, in-depth report called the State of the YAYA. Its primary purpose? To help marketers better understand the world of YAYA consumers and connect with them.

The YAYA market is a life stage, not a generation. It’s a lot like going through childhood or adulthood; YAYA consumers never age, but rather, pass through the life stage, influencing the market with their unique lifestyle and lingo. The YAYA population also boasts a lot of buying power since there are almost 31 million of them in the United States. These 18- to 24-year-olds are at a pivotal point in life as they transition to young adulthood and form lifelong opinions and habits. Their growing power and influence makes them an important market with which to connect and understand!

The annual State of the YAYA report is compiled and written by the MOJO Ad staff, and it is based on insights from secondary research, as well as our annual, nationwide survey of the YAYA market. The survey consists of 51 questions and drew from a nationally representative sample of more than 400 YAYA consumers.

Conquering the Up-and-Coming Consumer

The 18- to 24-year-old consumer will soon transition into prime earning years. As millennials rapidly lose market share, advertising and marketing professionals are eager to reach this up-and-coming 18- to 24-year-old market. YAYA consumers are on the brink of forming lifelong opinions and habits, and brands that foster meaningful relationships with this market will win!

Trust Us, We are YAYA Specialists

As specialists in all things Youth and Young Adult (YAYA), MOJO Ad staffers compile annual insights to guide you in marketing to this 18- to 24-year-old market. From topics such as work, beauty, finances, mental health, life skills and news, we uncover valuable insights that embody the thinking and lifestyles of the YAYA demographic. This year, MOJO Ad invites you explore the mind of the YAYA consumer through the lens of our world – YAYA Utopia.

Award-Nominated Campaign

The YAYA Utopia campaign was selected as a finalist in the University of Missouri’s Undergraduate Visual Art & Design Showcase. This campus-wide competition features students’ creative work across a variety of academic disciplines.

“The University of Missouri students gave a very polished and insightful presentation on the communication preferences of Youth and Young Adults (YAYA). As a Baby Boomer who has worked in communications for more than 35 years … I was among dozens of colleagues who came away enlightened and better-equipped to effectively communicate with this important demographic – one that will soon define the sweet spot of the nation’s economy.”

Keith Anderson – Ameren, Manager, Creative Services

State of the YAYA Archive

Browse through our past work, each with unique and professionally executed research and strategy. Click on any of the books below, or follow this link to view additional archived work.

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