Best Buy and its charitable arm, the Best Buy Children's Foundation, plan to focus all giving toward programs aimed at youth 13 to 15 years old. Teenagers typically spend a lot of money on consumer electronics, and the average Best Buy store employee is 19 to 22 years old. "From the business standpoint, this is definitely a segment of the population that we've got a vested interest in," said Jeffrey Peterson, Best Buy's director of community relations.

The new approach, called @15, is still in the early-development stages, and many details won't be finalized until April or May. The company hasn't identified specific donation targets yet, but plans to focus on four underlying themes: Learn, live, lead and love. Learn will focus on education programs, live will aim to create economic opportunities, lead will create opportunities for civic-minded children to give back to their communities and love will target relationship development.