• Teens, Mobile and Proximity
    Independent intimacy has always existed. Books, newspapers and magazines were all personal media that could be used in a shared space, as is portable music. Mobile devices take things to a whole new level.
  • Youth In Revolt
    Youth often rebound from the attitudes and preferences set by previous generations. For example, in the recent past, generational differences were dramatically apparent in Boomer parents' and Millennial kids' attitudes toward technology. Boomers resisted technology's influence in raising their children, often going so far as to ban cellphone use at the dinner table.
  • Sell To Parents Through Their Teens
    Selling to teens is tough, but selling "through" them to parents can reach varsity-level difficulty. Teens (and young Millennials in general) carry a great amount of influence with their parents, particularly in certain categories such as electronics. According to a 2015 YouGov study, teen influence over parents' purchases ranges anywhere from 25% (for parents' footwear) to over 90% (for teen fashion).
  • What Pokemon Go Teaches Us About Generation Z
    This summer has offered a strong rebuke to those who complain that kids and teens never leave the house to enter the great outdoors. Thanks to the hit Pokemon Go game, they are now walking around everywhere in search of characters and other rewards via the smartphone app's scavenger hunt-style game, even reportedly stumbling on a dead body or tripping and falling as they succumb to the daze of the augmented reality game.
  • When Views Mean Less, Engagement Matters More
    For a long time, online marketers' favorite success metric was number of views. It's a fairly easy thing to measure, it's instantly available and readily understandable. The assumption was that getting a lot of views meant your content or ad was good and your message was getting through. As the web and its consumers have evolved, we've learned that's not necessarily the case.
  • Are Gen Zs THE Ultimate Drivers Of 'Conscious-Culture?'
    Companies driven by the mantra of "doing well by doing good," a bandwagon many jumped on in recent years, seem poised to be sweetly rewarded by connecting more successfully and emotionally with Gen Zs (post-Millennials, born after 1995) than with prior generations.
  • Helping To Stop The Summer Slide
    Summer is finally here, yay! Who doesn't love this time of year? For young people, in particular, it's a time of fun. But there is another side of summer that parents, teachers and coaches know all too well: the dreaded summer slide. In case you're not familiar with the concept, the summer slide is what happens when kids are out of class and off the fields and courts and their skills begin to slip away.
  • Young People Want Brand Aid
    Teens today are keenly aware of the horrific events plaguing society in recent years, including the latest mass shooting in Florida. Their parents can't shelter them from such disturbing news because it invades their social media feeds in the form of hashtags on Twitter, Facebook profile photo filters, and images of support on Instagram.
  • How To Reach Teens Who Won't Leave The Nest
    Recently, the Pew Research Center reported a shocking milestone for young adults. For the first time in more than 130 years, more adults 18 - 34 are living at home with their parents than are living on their own with a romantic partner (32.1% vs. 31.6%).
  • How Gen Z Made Me Stop Worrying And Learn To Love Vertical Video
    Not so long ago, one of the most cringe-inducing things you could do was to share a vertically shot video. You know, these much-maligned monstrosities displayed on our standard, horizontally oriented screens with unsightly, visual-frame-consuming black bars around a teeny-tiny video that was as hard to see as it was annoying.
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