The Bottom Line

The Youth Market

Evan Davis and guests explore the fast moving world of selling to 18-24 year olds. Collectively, that age group has billions to spend. Individually, many are strapped for cash. So how do companies get their attention and their money? The answer seems to be: market your brand using social media. Link up with a celebrity with millions of followers and watch the money roll in. That's the theory. Forget old style television adverts. That age group isn't watching the box - they're on their mobiles. Joining the programme will be: Josephine Hansom from Youth Sight; Philip O'Ferrall, Viacom International Media Networks and Simon Beckerman from Depop.Producer: Lesley McAlpine.

The definitive business podcast from the BBC. Each week, the BBC's Evan Davis is joined by bosses, entrepreneurs and industry experts, to lift the lid on how their businesses work, and what it’s like to be in charge. They discuss a big issue, a big challenge, or a big question facing their industry. From managing AI to managing millennials, from supermarkets to supercharging a new product.And our guests will share their stories of success and failure along the way.  Podcasts are published every Thursday. And as well as being a podcast, we are also available every Thursday afternoon and Tuesday evening on BBC Radio 4. You can now also listen to The Bottom Line on a smart speaker. If you want to listen, just say "Ask BBC Sounds to play The Bottom Line”. It works on most smart speakers.The Bottom Line has published a spin off series - Decisions That Made Me - where Evan asks entrepreneurs and business leaders about the most crucial moments in their lives and careers. You can watch these episodes here: https://t.ly/oJ8lW. Got a question or a comment? Get in touch with Evan and the team on email at bottomline@bbc.co.uk.