Youth don’t buy stuff, they buy what stuff does for them. The “what stuff does for them” is Context – the social benefit of a Social Tool (the product, its story and usage behaviors). Value is a function of the Social Currency a Social Tool creates. In the Age of Differentiation, Creative Agencies created Context (the Big Idea). In the Age of Discovery, the key storytellers in the mobileYouth Economy are the Change Agents.
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