State of the YAYA

Role: Copywriter

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The State of the YAYA, or Youth and Young Adult, is an annual, in-depth report compiled and written by MOJO Ad staff. The report is based on our national quantitative study of 700 18- to 24-year-olds. Each year, we help marketers understand and connect with YAYA consumers and their world. If marketers fail to look beyond initial perceptions, they could lose them forever.

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YAYA individuals are experiencing a good portion of their lives through a secondhand lens. They go much deeper than the surface level and like to keep life fluid. They are living simultaneously in the digital realm and the real world. Their actions can often contradict their actual preferences and beliefs. To put it simply, they live in dualities. These dualities seem perplexing (and they can be), but once we recognize them, we can understand how to effectively capture the heart of the YAYA market.