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YAYA (Youth and Young Adult) is a term that is used to describe the generation that is currently between the ages of 18 to 24 years old. Unlike descriptions such as Baby Boomers, Millennials, Generation Y, which follow these groups as they transition through life, an individual is only a “YAYA” during the time they are this age. YAYA is primarily a marketing term that takes into account the current trends, media consumption, and technology choices of this cohort. YAYA can also be use to describe things most often associated with popular culture. The term YAYA was coined by Missouri School of Journalism Strategic Communication professor Larry Powell in 2004, when he helped found the school’s student-staffed professional-services advertising agency, which specializes in the youth and young adult market.
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