To say that teens are leading the green movement is not only untrue but unrealistic as well. Even though they and their Millennial siblings are known to be the most environmentally educated generation, they're not assertively taking action on their knowledge. When it comes to brand involvement in green issues, however, they have a nuanced view.
In today’s discussions about privacy, “youth don’t care about privacy” is an irritating but popular myth. Embedded in this rhetoric is the belief that youth are reckless risk-takers who don’t care about the consequences of their actions. This couldn’t be further from the truth.
We've all heard the saying, "Don't call us, we'll call you." Normally, it's reserved for that scene in a movie where someone in a position of power is giving the blow-off move to a salesman, interviewee, or otherwise faceless subordinate. These days, brands and marketers are hearing the phrase more and more from disenchanted and disinterested teens. More than other demographics, teens are all too ready to give marketers the brush-off. So how do brands and marketers avoid falling victim to this dismissal from such a powerful target group?
Yes, marketers have long acknowledged that teens wield plenty of buying power. And, yes, they have given plenty of thought to their technological prowess. But Marian Salzman, president of Euro RSCG Worldwide PR North America, tells Marketing Daily that most executives are missing the bigger picture -- that these teens wield far more influence than they are given credit for.
What do Ford Mustang, True Religion jeans, Xbox 360 and Coke have in common? Kids are curious about these brands, and are going online to ask questions about them en masse on social media platforms catering to youthful queries.
The Allstate Foundation is teaming up with Scientific Social Solutions to launch "Crash! The Science of Collisions" program in New York State. The educational program teaches driver safety to high-school students using physics, physical science, biology, and math to reconstruct actual motor vehicle accidents.
Every trend requires a spark, an event that serves as a catalyst to galvanize a series of actions that reverberate throughout society. Twitter has surely experienced its share of incremental touchstones that continually propels the service across deeper oceans of users and followers. One such instance would ultimately represent the bridge for “crossing the chasm” into the teen demographic. The celebrity adoption of Twitter, en masse, may indeed symbolize the stimulus necessary to reach and recruit the youth onto Twitter. At it’s forefront was a much publicized race between Ashton Kutcher and CNN. Kutcher, either intentionally or unknowingly, would become was the accidental Pied Piper for attracting America’s youth to Twitter.
Privileged, needy, entitled and lazy are just a few of the adjectives erroneously used to describe younger Millennials. On the contrary, they are team players, driven, passionate and more tech savvy than any other generation. Born between 1982 and 2000, this generation is estimated at over 80 million strong in the U.S. alone and is spilling out of high schools and colleges, and into a workplace near you. Today's teens are "cyber." They are pushing the envelope even more than their first-wave Millennial counterparts to ensure an attractive and comfortable workplace. Flexible work hours, corporate and social responsibility programs, teamwork, casual attire, wellness benefits and innovative technologies are just some of the items on their must-have list.
Kristen Nagy, an 18-year-old from Sparta, N.J., sends and receives 500 text messages a day. But she never uses Twitter, even though it publishes similar snippets of conversations and observations. “I just think it’s weird and I don’t feel like everyone needs to know what I’m doing every second of my life,” she said. Her reluctance to use Twitter, a feeling shared by others in her age group, has not doomed the microblogging service.
Mashable this week posted about the low numbers of teens on Twitter. The post invited readers to weigh in on why they thought this was (e.g. they’re too private, they prefer texting, etc) – once the comment count spilled into the hundreds, Mashable wrote a follow up post further analyzing the issue. At the risk of throwing my hat into an already crowded ring, here’s why I think Twitter sees low adoption among teens: Teenagers, for the most part, do not yet posses weak social ties – the very connections that fuel nearly all of twitter’s growth.
At Pangea Media, we regularly gauge the attitudes of tweens and teens who make up the bulk of visitors to our site, Quibblo.com. Recently, we conducted two surveys which asked them to tell us how they interact with brands and, specifically, which brands they think are "cooler." True to the demographic, some of the 2,000-plus results were in line with what we expected them to say ... others were not.
Teens create their identities by defining and redefining who they are -- a constant creative and collaborative process by seeking friends' input and, ultimately, their endorsements. Fashion is one of the key outlets teens have for self expression as well as assimilation. How teens dress signifies many things, from what peer group they associate with to how they want the world to perceive them.
With teens now spending more than 31 hours a week online, it's clear where marketers need to be to tap into this demographic. Last year, 93% of teens were hanging out online, but not just "hanging out"; they are actively participating, collaborating and sharing with each other.
Marketers looking to connect with kids should go online, since kids are more willing than ever to spend money there. Separate studies from research firm Nielsen and virtual world WeeWorld released this week suggest that kids are spending more time on the Web. While the research firm Nielsen reveals the online behavior of kids ages 2 to 11, WeeWorld looks at the time spent and spending habits of those age 12 to 18.