• How Social Media And The Post-9/11 World Shape Teen Viewing Habits
    If you would have told me a decade ago that a show like "Pretty Little Liars" would be a hit among Generation Z, I would have told you that you were crazy. The ABC Family mystery-drama diverges from some of the most popular teen dramas of the aughts. It doesn't have the glamour of "Gossip Girl," and its grim storylines make the soapy "The O.C." seem like a children's show. But thanks to a significant social media footprint (14.5 million Facebook fans, 2.63 million Twitter followers and 2 million Instagram followers) and intense storytelling, "Pretty Little Liars" is getting teens ...
  • Make Time For Game Time
    A new class of media channels is creating vast new audiences of deeply engaged young viewers. They are also blurring the line between creators and consumers. While some marketers recognize the potential of these platforms, there is more that can be done.
  • We Know Why Teens Aren't Watching TV
    This week marks the debut of the Acumen Report, our annual study on consumers and their media habits. This year we explored 13- to-24-year-olds and their relationship with content. Not just what they're watching (TV vs. online video vs. paid digital subscriptions), but also why they are gravitating to digital platforms to connect with content.
  • Brands 'On Fleek': Understanding (And Working With) Gen Z
    At this year's Super Bowl, no ad generated more buzz than P&G's powerful "Like A Girl" commercial, which reclaimed (and hash-tagged) the phrase "#LikeAGirl," taking it from pejorative to a digital call to arms. It worked, generating over 400,000 social media mentions during the game, earning tweets from the likes of Gloria Steinem and Mia Hamm, and seeing over 55.8 million YouTube views.
  • Brands Need To Get Emoji-nal
    Don't be fooled into thinking that the simplicity of emojis means they aren't incredibly powerful tools. Just as previous generations of teens became reliant on text abbreviations and eventually pushed them into the mainstream, the same is true of today's teens and emojis. They serve as a quick way for young people to convey what they're doing and how they're feeling without having to tap out a single word.
  • 3 Ways Car Makers Can Engage Younger Millennials
    Recent headlines suggest a bleak future for the automotive industry. "Millennials Don't Care About Owning Cars And Car Makers Can't Figure Out Why," says a May 2014 "Fast Company" article. In October 2014, a "Washington Post" article explored "the many reasons Millennials are shunning cars." Millennials, study after study find, aren't buying cars as much as previous generations.
  • Are You Prepared For The Coming Tide Of Teens?
    Brands, be warned, you're not ready for the next era of young media consumers. I can tell you from dispatches from the front lines. Over the last few weeks, we have been introducing the findings of a report we will formally launch in the coming weeks around the media habits and preferences of 13-24 year olds called the Acumen report.
  • Engaging Teens Through Music
    Think back to your own teen years. Maybe it was not long ago. Maybe it was decades ago. What did you love when you were young? Cars? Video games? Movies? Dancing? Sports? Some of you probably liked some of those things but there is one thing pretty much every teen loves and that's music. Music holds a special place in everyone's heart and memory. A song from a long ago summer can bring back memories in a way few other things can match. Listening to and loving music is part and parcel of being a teen.
  • Embrace Your Inner Weirdo
    At times, scrolling through Instagram can seem like viewing a sea of sameness. With photo filters and guides to taking the perfect selfie, it's easier than ever to present a highly polished image of oneself on social media. While that means the social sphere has gotten more attractive, it also means that it's becoming increasingly difficult for teens to stand out among all of the photos of people simply looking good. As a result, what's now grabbing young people's attention is when someone is daring enough to break the mold of the stereotypical pretty/handsome/cute aesthetic and instead broadcast their weirdness. ...
  • Will A Customer-Centric Brand Disrupt Teen Fashion in 2015?
    Although the economy is improving with wages up and many retailers experiencing better results, teen fashion brands are still not doing so well. Just last month, Abercrombie & Fitch CEO Michael Jeffries resigned after several quarters of weak sales. Earlier in 2014, American Eagle's CEO mysteriously quit after less than two years on the job. Aeropostale also recently announced plans to close 75 stores after eight consecutive lousy quarters.
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