We talk constantly to our NRGen community about their worlds. The following are some key trends that we've identified in our dialogues.


Fragmentation

"there (are) just so many different things that are happening in my world every, single day" age 15 - female

"I know friends that are into boarding, friends that are ravers, friends that are stoned all the time and friends that are pure as the virgin snow... my uncle tells me that is different from when they were in school in the early 80's...he says "never the 'twain' would meet..." age 17 - male

-The increasing bandwidth and volume of information in today's society has created a vast and varied array of attitudes, styles and values. This has, in turn, manufactured the perfect environment for 'hybridization' and 'cross-pollination'. The result is the quick ascendancy of sub-genres. In a nutshell - niche trends can be elevated to the mainstream level rapidly.

-It is of absolute importance for anybody interested in capturing any portion of the youth and young adult market to keep on top of all these trends and see the implications for their business ahead of time. Socio-cultural morphing happens on a constant basis.

Information Hungry

'I don't even think about being 'wired' - I hate that term...it's just what we do - keep connected to each other.."
age 18 - female

-In this increasingly plugged-in society teens and young adults crave information in an almost exponential manner. This is their world - this is their life. Scoring information, transmitting it to others and finding applicability to their life happens almost as easily as turning on the lights. Out of necessity (borne essentially from the lack of social and career safety nets that started in the mid-80's) youth have had to become adept at processing more information faster than any previous cohort to survive, grow and create personal opportunity.

-They have come to embrace change and value knowledge. The result is a massively influential cohort that is bionic - Youth ARE 'faster, smarter and more powerful'.

Individualization

"It's all about me taking myself somewhere...I can share... but there's no system to count on...you create your own system..."
age 20 - female

-This sense of fragmentation, combined with a strong focus on more information has created the new 'individualized' youth culture of today.

Hitting the individual button with youth is what it is all about. Get youth involved with the core development of your communication and marketing programs or products.