Teen culture, the model created in the 1950s and evolved thereafter, looks set for paradigm change in the decades ahead. Young people are connecting with culture - also hitting puberty - at an earlier age. And once teen-specific behaviours and need-states now linger resiliently across older generations.
This could have a major impact on how self-identity is arrived at, and in turn what people want from brands. Given that the marketing communications industry has long been fixated on youth, leveraging teenage tropes and typologies to commercial advantage, the relevance for creative and strategy could be significant.
In this Crowd DNA cultural forecasting report, we explore what's driving the changes and fundamentally shifting teen culture as we know it today and have done for the last 70+ years.
We hope you find this work both useful and thought-provoking. We'd be happy to discuss it further...
Andy Crysell, group managing director (London, Amsterdam, New York)