There are plenty of myths that have infiltrated the received industry wisdom about who youth are and what motivates them. Check out these 10 for starters (and these here as well).
Here are a few lesser known truths:
1) Youth are the most psychologically robust generation when it comes to the impact of the recession.
2) Tweens exert a significant influence on both their own $40 billion budget as well as the wider family spend
3) Some specific brands are key to youth identity. They’re not as brand averse as we tend to believe.
4) America has already got used to the idea that their next mobile phone customer may be a 4 year old.
5) Youth are generally self-aware and conscious of the bigger questions such as “when will I know that I’ve made it?“
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