views

CITY VIEWS: IS BIG BUSINESS OUT OF TOUCH WITH WHAT YOUNG PEOPLE WANT?

<strong>BOB DAVIES </strong>ACE<br />&ldquo;I think firms are getting better at understanding youth and a lot of senior executives have kids. But often they&rsquo;re a bit blinkered &ndash; they tend to grasp at what seems to be trendy and don&rsquo;t necessarily think about it very deeply.&rdquo;<br /><strong><br />MAGDA MILLER </strong>KENNEDYS SOLICITORS<br />&ldquo;When companies do address youth, they&rsquo;re only doing so for financial reasons and perhaps they&rsquo;re not doing proper research. Executives need to get up to date by teaching themselves about technology or hiring more young people.&rdquo;<br /><br /><strong>PHILIP GARNER </strong>MITSUI SUMITOMO INSURANCE<br />&ldquo;There&rsquo;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.&rdquo;