Euro RSCG

Entries in Age (12)

Friday

Jun252010

Time to Rethink the American Dream?

This week, discouraging news was released about new-home sales in May: The number plummeted 33 percent from April. Now that the government-sponsored $8,000 tax credit for new homebuyers has expired, it seems potential purchasers have cooled their heels on what used to be the staple of the American Dream.

Occasional special credits and longstanding “permanent” tax write-offs such as the deduction of mortgage interest have placed an inherent advantage in owning a home versus renting. The mortgage companies and quasigovernmental housing agencies followed suit, marketing their version of the dream to young professionals by dangling carrots of several-hundred-thousand-dollar “starter homes” to young people with starting-salary incomes and no credit.

For years, marketers across a range of industries have relied on homeownership as a key component when promoting that dream. But should we—as marketers and as Americans—be finding out whether homeownership really matters to young people today or even rethinking its viability as a good investment for many people, young and old? Maybe young people are right not to buy. Is that aspect of the American Dream truly a reality—or even desirable—for them? Should it be?

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June 25, 2010 | by

Lesley Sillaman | | tagged

Age,

American Dream,

change,

ttrends |

Monday

Mar222010

Rethinking Teen Rebellion

If you google “teenage rebellion,” you get a gazillion sites that explain how to cope with, prevent or quash it. You even get advice about how to medicate it—a couple of years ago, bloggers began talking about “oppositional defiant disorder,” though most of the response to that diagnosis was highly critical.

What seems to have gotten lost along the way is that youthful rebellions can have tremendous creative power. Young people behaving in ways that are counter to the status quo have shaped society and popular culture. Before we dismiss all rebellions as phases or growing pains, and all young independent thinkers as Holden Caulfields or James Deans, it’s worth considering the transformative force of youth-led movements.

Teenagers and 20-somethings who defied expectations and challenged conventional wisdom about what can and can’t (or shouldn’t) be done have changed the world. Take Woodstock, an event that’s now looked back on nostalgically for its innocent celebration of peace and music. The average age of its organizers was 24, and the average age of festivalgoers has been reported to be about 22—a number that undoubtedly reflects a large group of teenagers.

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March 22, 2010 | by

Marian Salzman | | tagged

Age,

Barack Obama,

Facebook,

Google,

Teens,

change,

social networks |

Saturday

Feb132010

The Power of One

Originally posted on huffingtonpost.com.

There were so many high points of this week’s One Young World summit, which brought nearly 1,000 young people from around the world together in London to address the most challenging issues facing the world today. But if I were asked for one that really stands out, I would say Wyclef Jean’s address to the delegates on Wednesday.

His speech brought home the Power of One. Appearing via satellite, looking unassuming in a yellow Adidas jacket, he was deeply inspiring and intensely real. The fact that he gave a speech and did a Q&A with the delegates via satellite also proves the power of technology in helping people embrace and live change.

Jean, a Grammy-winning musician, is from Haiti and spoke movingly of his homeland in his address. Asked how leaders can ensure that Haiti receives the aid it’s been promised, he replied: “Ending corruption in Haiti is an important step in ensuring the people who are in need receive help and supplies. It begins with the government and NGOs, including my NGO.” (Jean’s foundation is Yéle Haiti, which uses music, sports and the media to reinforce projects that are making a difference in education, health, environment and community development.)

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February 13, 2010 | by

Marian Salzman | | tagged

Age,

Haiti,

London,

change |

Twitter

Monday

Feb082010

Ten Trends of 20-Somethings

Originally posted on huffingtonpost.com.

With the inaugural One Young World summit kicking off this week in London (my company, Euro RSCG Worldwide, organized it), my thoughts have been focused on the biggest trends among 20-somethings, an increasingly powerful group. In one of my earlier posts, I explained why adults born after 1980 are the Real-Time Generation—meaning they don’t wait to find out about things, or to make things happen themselves.

But that’s just the beginning. There are many features that set this generation apart from its predecessors. They’re important not only to marketers like me, who are trying to reach this demographic as consumers, but also to anyone who cares about the future.

Herewith, my top 10 trends of 20-somethings:

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February 8, 2010 | by

Marian Salzman | | tagged

Age,

Euro RSCG Worldwide,

Facebook,

Google,

London,

Marketing,

One Young World,

Twitter,