The Scramble for the Teenage Dollar: Creating the Youth Market in Mid-century Canada. By Katharine Rollwagen. Vancouver: University of British Columbia Press, 2025. 224 pp. 12 B/W photos, 6 illustrations. Hardcover, 110. 00. ISBN: 978-0-77-486988-1.

Key Points

• The aim is to examine how the youth market was created and catered to in mid-20th century Canada.
• Analyzed marketing strategies employed by businesses to attract teenagers.
• Reviewed historical consumer behavior trends related to youth in Canada.
• Investigated cultural influences on youth marketing in the mid-century.
• Identified key marketing tactics targeting teenagers during this time.
• Highlighted the growth and importance of the teen consumer demographic.
• Demonstrated the role of cultural shifts in shaping marketing practices.