global teens reject brands review questions

global teens reject brands review questions - Reading...

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Reading questions: 1.  Why have teen attitudes towards brands changed since 2001?  What  are those changes? 2.  How has new technology affected the rejection of brands? 3.  Do you agree with Walker's characterization of teens?  To what extent  is that characterization true of teens in the United States? Six Seismic Shifts in Global Teen CultureBy Chip Walker  Certain experiences transform the outlook of an entire generation. For  today’s 13- to 18-year-olds, the events of 9/11 had that effect. Seemingly  overnight the world changed from one filled with the optimism and endless  possibility of the Internet boom to a dark and anxious place threatened by  global war and international terror. These dramatic changes could only  logically result in equally important shifts in global teen culture. The GenWorld global teen study, conducted by my company,  Energy/BBDO,  set out to explore the recent changes in global teen  attitudes, lifestyles, and values. Our key discovery: six seismic shifts that  we believe will be known as the hallmarks of a new generation. 1) Being wired: from an elite to a mainstream phenomenon 1 While wired teens in the 1990s were found primarily in the most  developed countries, today they are a global mass market. On  average across 13 countries, 56% of teens qualify as  “superconnectors,” using at least two of five electronic devices or  services every single day. s This phenomenon has given rise to a widespread new form of peer  interaction, the  social network.  While family communications remain  primarily face to face, teens and their friends are more densely  networked to one another via IM, cell phone, text message, and e- mail. The growth of these social networks means that there is an 
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This note was uploaded on 06/20/2008 for the course IAH 201 taught by Professor Dontknow during the Spring '05 term at Michigan State University.

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global teens reject brands review questions - Reading...

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