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Entries in baby boomers (6)

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,

brands,

media |

Sunday

Feb072010

The Power of One Young World

Originally posted on huffingtonpost.com.

Every generation assumes it has been handed the world’s problems because the one that preceded it didn’t quite master the agenda. In the rebellious 1960s, the baby boomers demonstrated noisily against established powers and ideas. But in the case of today’s energetic and engaged twentysomethings—the Real-Time Generation—I think assuming responsibility isn’t as much about disappointment in prior leadership (although there’s certainly cause for that) as it is about the power of the new tools. Thanks to the social Web, now each and every person near and far can create a message and gain access to power.

For nearly four decades, since the countercultural heyday, the apogee of influence and leadership has been the World Economic Forum in Davos. It’s the world’s greatest annual meeting of the minds and still an amazing way for the high-level participants to get onto the same page, but it feels country club in the age of souk. From the rarified heights of Davos emerged one type of big-picture, helicopter view of the world. We’ve entered an era, though, in which we’re becoming aware of the awesome power of doings things locally: being local but accessing global. And we’re wise to the fact that game-changing insights and actions don’t have a minimum age requirement.

That’s why Euro RSCG Worldwide organized One Young World. On Feb. 8, hundreds of delegates from the world’s 192 countries will meet in London, bringing a fresh take on the most pressing issues facing the world—interfaith dialogue, protecting the environment, global health and the changing media among them—and inspiring hope and change.

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February 7, 2010 | by

Marian Salzman | | tagged

Age,

London,

media,

millennials |

Friday

Feb052010

Generation Real-Time

Originally posted on huffingtonpost.com.

A few years ago I was publicly fretting over the arrival of millennials—young people in the generation after X—in the workplace. I described how these new adults would bring with them a sense of entitlement, a need for constant praise, a habit of multitasking to the point of distraction and even their helicopter parents (HR departments were reporting that parents would call on their children’s behalf).

The millennials would change the way business is done, and not necessarily for the better. “These young people will tell you what time their yoga class is, and the day’s work will be organized around the fact that they have this commitment,” I told “60 Minutes” in 2007. “So you actually envy them. How wonderful it is to be young and have your priorities so clear. Flip side of it is how awful it is to be managing the extension, sort of, of the teenage babysitting pool.”

Two years and a global economic crisis later, I’d like to take a lot of that back.

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February 5, 2010 | by

Marian Salzman | | tagged

Brazil,

China,

Euro RSCG Worldwide,

Facebook,

Google,

London,

Obama,

change,

social networks |

Thursday

Feb042010

How Young People Are Changing the World

Originally posted on huffingtonpost.com.

The opinions of young adults—which today have solidified into values—are not to be ignored. Not only are people in their 20s powerful voices within their communities, but they’re also consumers. These first adults of the millennial generation (roughly, the people born between 1981 and 2000) are bellwethers for a group that’s already estimated to earn more than $200 billion a year, of which they spend about $127 billion in the U.S. alone.

With this generation’s population vastly outstripping that of its predecessors, the baby boomers and Gen Xers, it’s not just spending power but also the ability to influence others that matters, especially as they’re armed with the power of social media and narrowcast communications. While the effusions of the Flower Power generation could have been chalked up to irrelevant ranting, the exhortations of today’s youth—for companies to clean up their acts, for the news media to be independent and for the privatization of public services to stop—are socially significant and underpinned by ethical meaning.

All this makes the results of the Global Youth Study important. The extensive 38-country online survey of 15,844 people ages 23 to 28 was fielded by SurveyShack in association with YouGovStone between July 2008 and December 2009. Its results will feed into the inaugural One Young World summit, a global leadership forum for hundreds of young leaders from the world’s 192 countries taking place in London next week.

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February 4, 2010 | by

Euro RSCG Worldwide PR | | tagged

Brazil,

China,

Europe,

Gen X,

India,

London,

One Young World,

baby boomers,

brands,