10 Truths About Youth

This article explores trends in the Millennial generation (younger people). Trends originating in this group tend to spread to other age groups; being able to decipher these trends is therefore very useful for marketers.
Millennials are "always on" and reachable, communicating through many media channels. They are managing their social lives via social networking and other open-source communities. Their media-savvy, and need for transparency, translates into an "extreme" honesty, no-holds-barred exhibitionism in their self-presentation. Moreover, the "flawed" and the "failed" is celebrated; they root for the underdog as an antidote to the pressures to succeed they feel in everyday life. It is important to young people to "test limits" and be "true to myself". They are cynical about institutions. There is a collective craving among young people for finding ways to "turn off". People...

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