Euro RSCG

Entries in Euro RSCG Worldwide (18)

Monday

Feb152010

Rising Interest Rates

Forget about the Hiltons (Paris and Perez, that is). Americans don’t have time anymore. They’re too busy looking closely and critically at public issues that affect them. A new study from Euro RSCG Worldwide reveals that people are losing interest in celebrities and paying more attention to serious matters such as the economy and health care.

The online “mood monitor” survey of 388 people across the country in early February found that nearly half (48.2 percent) have become less interested in celebrities during the past 12 to 18 months. Meanwhile, 46.4 have grown more interested in news. Only a small fraction (6.7 percent of men and 10.9 percent of women) said they were less interested in news.

This trend is especially pronounced among men, 51 percent of whom are more interested now, compared with 41.7 percent of women. Subtracting the “less interesteds” from the “more interesteds,” the net margin of greater interest in news is 44.3 percent for men and 30.8 percent for women. This gender skew persists across the board—perhaps a reflection of women being so dismayed they tune out.

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February 15, 2010 | by

Marian Salzman | | tagged

Euro RSCG Worldwide,

health care,

women |

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,

One Young World,