Do you communicate well enough with young people?

If companies want to attract young customers through the internet they must communicate with them directly, according to an expert.

Jonathan Attwood, founder of the SwapitShop, an online swapping and trading community for young people, said that adults generally get it wrong and the only way to figure out what kids do is by asking them.

He added that young people are becoming increasingly savvy consumers, who are also "ruthless".

Mr Attwood said: "If you don't get it right, and you don't give them a reason to do something, they won't do it."

Speaking at ad:tech London, a major interactive advertising and technology conference and exhibition, Mr Attwood added that companies should avoid patronising young people or being too controlling when seeking to manage their image online.

"If you try and be cool with them, it's probably too late. Don't be afraid to let your brand go," he said.

How do you interact with Generation Y?