Youth marketing agency Phatgnat has released the results of his global youth survey with some surprising results: DK found that only 5% of young people (11 to 25 year olds) were influenced by celebrity endorsements – few cared which brand someone like Kate Moss was representing.

Advertising was highlighted as a poor medium in which to influence young peoples purchasing decisions: only 7% of those surveyed admitted that seeing something advertised is an important motivating factor in where they spend their pound/dollar/yen.

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