I just read an interesting article about the new trends in the new teen culture around the world.
The new teen generation seems to be more “grown up”, more informed and more realistic than any generation that preceded it. Today’s teenagers are aware of the difficult times and the tensions that exist in the world (it appears that the 9-11 events had a great impact on this generation). They don’t trust advertising and marketing campaigns, they aren’t brand oriented. They appear to be more conservative than the generations before them (?!): “valuing religion, hoping to get married and become parents and striving to live by high moral standards”.
The study also mentions “7 seismic shifts” that today’s brands should take in consideration if they still want to reach these teenagers.
This (.pdf file) is what the study GenWorld Teen Study conducted in 13 countries by Energy BBDO, Chicago, revealed.