Youth services need to treat young people as consumers, not citizens, and start branding themselves and their facilities to get teenagers interested in what is on offer, a leading pollster has said. Victoria Mitton, senior researcher at Ipsos Mori's social research institute, said almost half of young people are dissatisfied with youth clubs. "Young people are massively sophisticated consumers. They view the world as consumers rather than citizens," she told an Association of Principal Youth & Community Officers conference last week. "The more we can use branding images with youth services and sell ourselves, the better. We need to speak to young people,...