GenWorld: the new generation of global youth

Chip Walker, executive vice president at Energy BBDA in Chicago, looks at the findings of the GenWorld global teen study, a survey of 3,322 teenagers aged 13-18 in 13 countries conducted in summer 2005.

GenWorld: the new generation of global youth

Chip Walker

They are hyper-informed. They are worried about the state of the world around them. They believe it won't be easy to secure a happy life, but are prepared to fight for it. In short, they are the next generation of global teens, and they are unlike any generation that came before them.

Certain experiences transform the outlook of an entire generation. In the case of today's 13–18-year-olds, events since 9/11 have acted as a shot heard round the world. Global conditions changed overnight – from a world filled with the optimism...

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