• 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.
  • Trans(itioning) Societal Norms
    Millennials were the first generation of youth with a majority to openly support gay rights. Through their vocal efforts, society as a whole has become more accepting - most Americans now support gay marriage and current culture is inclusive of the gay community. Today's teens have picked up the mantle; "young consumers see a need to achieve the same degree of acceptance and equality for transgender individuals," notes our Gen Z issue. Through teens' efforts and activism around this issue, societal perceptions are gradually beginning to shift.
  • How To Engage The Empowered Teen Employee
    As the U.S. economy and job market has improved, so have the prospects of today's teen employees. Generation Z has more employment options now than in the last five years, when they first entered the job market. It's easier now for teens to leave their jobs for a better opportunity or if they feel that their current role isn't a good fit.
  • Parents Of Teens Are Learning New Roles
    A new baby truly only needs food and sleep in the first few months of his or her life. A teenager, on the other hand, requires much more. It seems as if the list of needs grows even faster than the rate of their height, from clothes that fit to face and body care, as well as school supplies and sporting equipment. Not considered splurges, such as new fashion accessories or video games, these necessities often fall under household budget (and do not come out of the Gen Z's allowance, summer job or savings account).
  • Anonymity And Privacy
    When it comes to connecting and communicating, there's no shortage of choices available to teenagers (and the rest of us). How these different options work and impact the way teens communicate is worth exploring. There are three camps when it comes to social and messaging apps: private, semi-private and anonymous.
  • Love & Basketball: Lessons From A Young Fan
    While many American sports fans (and brands) are currently absorbed in the annual ritual that is March Madness, marketers should instead be paying attention to the story of Connor, a 16-year-old former Seattle SuperSonics fan. After losing his hometown team to Oklahoma - but not his unwavering passion for the NBA - he has been in search of a new team to root for. So he did what any young consumer trying to make a decision would do: he researched his options.
  • 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.
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