• Peeling The Onion
    Eight hundred billion dollars in global consumer buying influence. Two hundred billion in the U.S. You wouldn't expect those figures to be linked to teenagers. But study after study shows that this is the reality. In my opinion, it earns teens a seat at the table and their due respect as significant players in our marketplace. So, as marketers, how do we reach them and how do we make it stick? Teens are subdivided into more lifestyle groups than just about any other demographic.
  • Connecting With Teens With Special Needs
    Most of what is said about connecting with teens assumes the teen you're connecting with is typical (but really, what does typical even mean?). The fact is there are millions of teens across the U.S. who face some challenge or another. As the father of one of these teens, I thought it might be useful to talk a bit about how my son experiences the world, what he wants from life and how the people, institutions and businesses around him can help.
  • Gen Z Gets Schooled
    When Millennials were in high school, getting into the best college was paramount in their lives. As the largest generation on record, they knew there would be stiff competition to be accepted into their dream university. For many, the entirety of their secondary education was devoted to achieving this goal. This caused them plenty of stress in the build-up, and, in the end, their reward for achieving the desired result was a heap of student debt-which rose to more than $35,000 for the class of 2015. As Gen Zs have replaced Gen Y in high schools, their approach to college ...
  • Teens Are More Entrepreneurial Than Ever; What Your Brand Can Do To Connect
    When I was a teen, getting a job usually meant one thing: flipping burgers at a local fast-food chain. Today, teens are just as likely to launch their own businesses as to take an entry-level job.
  • Promposal - The Crazy Cost of Getting a Prom Date
    Prom season is just winding down and across the country parents are still trying to lift their jaws off the floor due to the costs of this annual rite of spring. The good news is that costs have come down when compared with recent years but that doesn't mean they aren't still high. At a meeting earlier this month, the CEO of a company told me his daughter wanted $100 to have her makeup done for her junior prom!
  • Working For A Living
    Summer is just around the corner, and the vast majority of young people will find themselves out of school with months of time to fill before they have to once again set foot in a classroom. In previous decades, most would get jobs or help out around the house, but the job market-particularly for entry-level gigs-has dried up and young people are finding it harder to land jobs that were once reserved for teens.
  • 3 Corporate Functions That Need To Pay Attention To Gen Z Now
    Just when companies are starting to understand Millennials, a new generation is emerging. Members of Generation Z, sometimes referred to as "Generation Edge," were born in the mid-'90s to late 2000s. They differ significantly from the previous generation: they're the first generation born into the digital world, and they're the most diverse and multicultural of any generation in the U.S.
  • Facebook Isn't Dead; It's Just Not As Much Fun As It Used To Be
    Much ado has been made about the declining use of Facebook among teens. Frank N. Magid Associates Inc. found 13- to 17-year-old social-media users on Facebook slipped to 88% in 2014 from 94% in 2013. Piper Jaffray found Facebook use among teenagers aged 13 to 19 plummeted from 72% in spring 2014 to 45% in fall 2014. Forrester Research found nearly 80% of 12- to 19-year olds visit Facebook at least once a month but only 28% "use it all the time." Niche says 87% of high-school seniors have adopted Facebook and 61% use it daily.
  • Why Teens [Heart Emoji] Instagram
    It's no secret that teens love to document their lives and consume others' on Instagram. Drawing from a survey in spring 2015, teens identified Instagram as the "most important" social network out there. To prove just how important teens find this medium, take a look at these eye-opening stats from Instagram users, ages 13 to 24.
  • Look To Engage Teens In More Positive Ways
    I recently attended an event at MIT, "Coming of Age in Dystopia: The Darkness of Young Adult Fiction," that looked at the dark world of teen fiction. It was a panel discussion that featured moderator Marah Gubar, a professor of literature at MIT; Kenneth Kidd, a University of Florida professor who focuses on children's literature and Kristin Cashore, author of "Graceling," "Fire" and "Bitterblue." It was an interesting talk that highlighted the impact media can have on teens; as well as the responsibility of those who engage teens, through media or otherwise.
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