I walked up to the stage at the United Nations on Aug. 11, looked out at the 193 delegates and my heart skipped a beat. Seated in the UN delegate seats were the people who are changing the world: 193 young women a/k/a Youth Delegates.
It's the Most Wonderful Time of the Year. No, not December -- but rather Back-to-School time. The time of year when kids lose freedom and parents gain it back. And the time of year when marketers gear up for the shopping frenzy that goes along with it all.
For marketers, the new, back-to-school realities present myriad challenges. In this three-part series, I'll explore a few of them in depth as well as the opportunities they may present to marketers seeking to reconnect with teens this fall.
Today's incoming college freshmen were only seven years old during the attacks on Sept. 11, 2001. While Millennials are old enough to remember a time when "money was no object" and the threat of war was limited to nightly spots on the news, this generation has been profoundly impacted by world events, and their personal values reflect the "new normal" we have all been experiencing for some time. Why does this matter to brand marketers? Our success in bonding with today's youth begins by understanding what motivates them at the deepest level.