• Digital Citizenship For Marketing
    As we actively seek out teens through digital media, we still have an obligation to keep them safe online.
  • Teens Care More Than We're Giving Them Credit For
    Earlier this year President Obama spoke at the University of California-Irvine's graduation commencement and shared, "Your generation - the most educated, the most diverse, the most tolerant, the most politically independent and the most digitally fluent in our history - is also on record as being the most optimistic about our future. " He's right, and the research backs him up, but what's remarkable is how rarely mass media portrays this changing young consumer in such an optimistic light.
  • They'll Catch Them If They Can
    Last night, I attended the Digital Identity Forum in New York. The event was designed to help digital advertisers, publishers and the technology companies that support them better understand the changing nature of digital identifiers. To begin the event, Frank Abagnale Jr., the former fraudster made famous by the book, movie and Broadway show "Catch Me If You Can," talked about the issues of fraud and identity.
  • Think Globally, Act Socially
    As teens, Millennials were very cause-minded, bringing issues such as recycling, gay rights, and animal welfare to the forefront. Today, teens around the globe are carrying on the tradition of youth inciting social action by calling attention to a fresh set of issues including climate change, the unequal distribution of wealth, and gender equality. But they're approaching these problems with unique perspectives as truly global citizens who are also highly confident about their ability to effect change worldwide.
  • 'Seriously Speaking' With Teens
    Teen entertainment used to be mostly light and fluffy, but in the last two years, teens have embraced themes that people don't usually associate with young adults. For marketers, this shift means they need to re-evaluate how they engage and work with teen customers.
  • Cash Course - Getting Teens To Buy In
    Financial literacy may be one of the last things on an American teenager's mind. Would anyone be surprised to hear that, compared to the financial prowess of teenagers in 17 other countries, the U.S. ranks ninth, right in the middle of the pack?
  • Avoiding 'Jackie Paper' Syndrome
    As the app space has matured, marketers have become savvier about the cost of acquiring loyal customers. There's one notable exception: those marketers who are targeting tweens and teens. This group is apparently happy to be in constant customer acquisition mode, forever welcoming new customers through the front door while watching them exit through the back. This is Jackie Paper syndrome.
  • Funny Or Die: Using Humor To Connect
    Most marketers are eager to engage teens and win them over for years to come. Many, however, are baffled when it comes to using humor to connect with this coveted audience of tech-savvy, multiscreen-using consumers.
  • The Social Star
    As teens are changing their media habits, moving away from traditional TV viewing to spending more time with other entertainment formats-namely YouTube, Instagram, and Tumblr-their interest in traditional celebrities has waned. According to the pop-culture issue of The Cassandra Report, 14- to 18-year-olds under-index on liking to talk about celebrities with friends (34%), being inspired by celebrities (34%), and feeling that celebrities are relatable (21%). Social media personalities are filling the void; teens are turning to this new set of tastemakers, who happen to be regular teens, just like them.
  • Why Chatbots Are The Next Frontier In Teen Marketing
    Will brands soon engage with teens using chatbots?
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