• Five Trends For 2014 (And Beyond)
    Teens are the gatekeepers of cool, always willing to try new things and setting the standard for what's hot and what's not. They are early adopters and an important barometer for brands. Following are a few trends we're seeing take off with teens, pointing to what will be hot or not on the horizon. While some present challenges for youth marketers, some also offer opportunities for us to better understand and reach today's teens.
  • Packin' It Up Just Right
    What are CPG brands doing with their packaging to successfully connect with teen audiences? They need to get to know their consumers. How do they interact with the product, store it, use it, share it, purchase it, discard of it? Take all of this into account with the design.
  • What Less Teen Driving Means For Brands
    When I was a teen, my friends and I couldn't wait to get our own cars. We begged our parents to teach us how to drive, help us get our driver's licenses and buy our first cars. It was a rite of passage that was as American as baseball, hot dogs, apple pie and, well...Chevrolet.
  • The Life-and-Death Responsibility Of Brands
    This past week, a friend took his own life. He was talented, interesting and big-hearted - and those words only dwarf the loss of this one-of-a-kind individual. You never know what drives someone to that ultimate choice. But, like many other parents of teens, I can't help but fear the things that, at least in part, drive teens to contemplate it.
  • Grasping The Mindset Of The Next Generation
    The Labor Department released its delayed Jobs Report on Monday, announcing that American employers added 148,000 jobs in September, well below the forecast of 180,000. For the youth of America, transitioning into adulthood has become more delayed and harder to reach - a reality that will result in a lasting impact on the country's society and economy, and play into the "lost generation" that many economists have identified for millennials.
  • Books Are Back In A Big Way
    The vast majority of 16- to 17-year-olds (86%) have read books in the past year, and 51% have borrowed books from a library, according to Pew Research. While some of their reading is certainly for school, they're also reading for pleasure. Smarty Pants' research finds that 63% of teens aged 13-14 say it's important to keep up with the latest books, which might partly be because the most popular young adult (YA) novels become next year's blockbuster movies.
  • How One Direction, Miley And Bieber Made Concert Movies A Profitable Business
    You don't have to be a Directioner to have heard of "This Is Us," the 3D movie by the British boy band One Direction. Since its release in the final week of September, the movie raked in more than $60 million worldwide, easily exceeding its $10 million production cost and becoming one of this summer's box office successes.
  • Beauty Is In The Eye Of The Consumer
    A colleague forwarded me the following article: "British Vogue educates teenage school girls about 'natural' beauty standards." Fascinating, I thought. It's been a few years since Dove sparked the discussion about natural beauty - from portraying women without makeup in their ads and to the recent Real Beauty Sketches project - and I appreciate new news on this topic.
  • Underestimating The Results Of Oversharing
    Living in New York City really forces one to appreciate the concept of personal space, and ironically, makes people want to share less. According to CNN Money, New Yorkers have an average of 1,010 square feet of personal space per person. That's not very roomy and likely leads to oversharing between housemates and friends.
  • Redefining What It Means To 'Watch TV'
    A new study published in the journal "Pediatrics" reports that TV viewing is down significantly in the past decade among 6th through 10th graders (aged 11 to 16). In 2001-02, teens reported watching 3.1 hours of TV per day, slightly less on weekdays and slightly more on weekends. TV viewing has been on a steady decline during the past decade, and by 2009-10, the study finds TV viewing was down to 2.4 hours per day, a nearly 25% drop. Nielsen's numbers agree.
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