What happens when everyone’s on Facebook? How in particular is the natural wish of young people to have their own places and cultures manifesting itself digitally? Moreover, how are we all changing our behaviour in light the data that we’re increasingly aware we give up when we use social sites? Is the often cited, rarely challenged belief that young people don't care about privacy actually true? How are kids coping with a world where they are growing up in public? Are the scare stories true, or is something more subtle emerging?
We look at Tumblr, Instagram and Snapchat amongst others for clues to how behaviour is changing and - what this means for the audience, the networks and brands. We examine how a far more nuanced contract between these groups is being negotiated - and how to thrive in this emerging world. How do brands cope with younger groups sophistication when it comes to being marketed to - particularly given the huge global demographic shift due to take place, with over 50% of world's population due shortly to be under 25.