Fuse 2011 wp_futureconcernsnew


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Youth Culture and Future Concerns is part of Fuse’s ongoing Youth Culture Insights Series to educate those who wish to speak more effectively to teens and young adults. The series includes information on media behavior, social
media, design, web strategy, the future concerns of millennials, and other relevant topics for marketers trying to reach this demographic. For more white papers in this series, go to http://www.facebook.com/FuseLLC.

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Fuse 2011 wp_futureconcernsnew

  1. 1. YOUTH CULTURE INSIGHTS SERIESNOTE Fuse has developed an ongoing Youth Culture Insights Series to Myth educate those who wish to speak Youth culture today is most concerned with complex and global issues such as terrorism, pandemics more e ectively to teens and young and climate change, right? Wrong. While the world around us has changed dramatically in the last two adults. The series includes decades, many marketers are surprised to learn the greatest concerns of Millennials have changed information on media behavior, social very little over the last 75 years. It’s a myth in many ways that young people are “different today;” the media, design, web strategy, the physical, intellectual and emotional development of teens have remained a constant and their concerns future concerns of millennials, and remain consistent too. other relevant topics for marketers trying to reach this demographic. Truth Money, jobs, and relationships remain the primary concerns for teens and young adults. AnxietiesABOUT Founded in 1995, Fuse is a leading youth culture marketing agency that about terrorism, war, and even the environment rank far below. According to the excellent book Teenage: The Creation of Youth Culture by Jon Savage, there is a remarkable consistency within theFUSE connects brands with teens and concerns of young people regardless of the decade in which they are studied. Research as far back as young adults. Fuse provides brand the 1920’s, when teenagers were first studied as a demographic group, cites the importance of strategy, event marketing, PR, design, relationships, family, jobs, money and independence – just as they are often noted today. The reasons social media, and digital services to may lie in the fact that Millennials are going through the same stages of development as previous brands and companies that include generations - and may be in these stages for a longer period of time. Some evidence suggests that Mountain Dew, Gatorade, Millennials are in a state of prolonged adolescence where real-world, individual milestones such as Harley-Davidson, P&G, Gillette, Nike, leaving home1, marriage, the decision to start a family and home ownership are delayed. and others. The plugged-in nature of today’s youth makes them more informed about global and environmental issues and tragedies such as the tsunami induced nuclear crisis in Japan and the BP oil leak in the Gulf, but their primary concerns remain practical and personal. Only ten years after 9/11, many young people view terrorism as a distant threat. And while government leaders argue about environmental FIND US ONLINE fusemarketing.com policy, Millennials believe they have very little direct impact on such big-picture policy, even though they are more engaged with environmental causes than previous generations. LIKE US ON FACEBOOK facebook.com/FuseLLC Implications for Brands FOLLOW US ON TWITTER twitter.com/fuse_marketing Marketers who allow their strategy to be dictated solely by trends fail more often than they succeed. We believe brands ought to challenge any thinking not based in historical concerns of young people and be certain their strategies are not rooted in a fleeting trend (they are called trends for a reason), EMAIL US AT info@fusemarketing.com but in the timeless truths about youth culture. Brands should keep in mind that what these concerns have in common are their immediate impact and influence on a young person’s life. By focusing on youth culture’s primary concerns such as money, jobs and relationships, they can work MAIN OFFICE towards forging a strong connection between their brand and these concerns and thus take the critical VT P.O. Box 4509 first step towards adoption and loyalty. Burlington, VT / 05406 SATELLITE OFFICE NY 12 Desbrosses Street New York, NY / 10013 1 The number of young Americans living with their parents, nearly 6 million, has increased by 25 percent in the last three years - http://www.theatlantic.com/business/archive/2011/09/are-todays-youth-really-a-lost-generation/245524/.