Social Currency refers to the two fundamental emotional needs of young people.
* the need to belong: How do I gain membership into a social circle?
* the need to be significant: What is my role and identity in each social circle?
What is the benefit of using your product or brand?
Does it help me fulfil the 2 key Social Drivers of Youth Mobile Behavior (see belonging and significance)?
Young people adopt products and services that provide them with Social Currency. When brands fail to meet the two fundamental emotional needs, youth optimize products to discover social currency .
Free Download: 100 Key Trends in Youth Mobile Culture
Sign up to the mobileYouth newsletter and you will also get the 4 Part PDF Free (Note: each section is full-color, high resolution, 9MB in size). Our trends newsletter delivers the latest insights straight to your email box. Written every week by our resident best-selling mobileYouth authors. Never miss a trend in youth mobile culture again. Unsubscribe any time.
