YouthNation Buchzusammenfassung - das Wichtigste aus YouthNation

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Zusammenfassung von YouthNation

Name: YouthNation
Rating: 4.2 (12 reviews)
Author: Matt Britton

Matt Britton

Building Remarkable Brands In a Youth-Driven Culture

4.2 (12 Bewertungen)

16 Min.

Kurz zusammengefasst

YouthNation by Matt Britton explores how millennials are transforming American culture, and how brands and businesses need to adapt to reach this influential generation. It offers insights and strategies for engaging with the millennial audience.

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Marketing Branding Strategie

Inhaltsübersicht

YouthNation
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What’s in it for me? Learn how to prepare for the huge influence of youth culture.

Who determines the strength of a nation’s economy? Politicians? Middle-aged people in pinstripes? The global market? Not necessarily. In fact, it’s young people that hold massive, disruptive power for modern-day economies.

Together, the 80 million American citizens born between 1982 and 1998 form YouthNation. As a well-informed group, with fresh ideas, high-speed internet and all the necessary gadgets at their command, they have all they need to organize their own entertainment, exchange goods as they like and develop entirely new ways of social interaction. Without a revolution, they are transforming American culture, business and politics.

Accordingly, businesses have to become aware of the ideals and practices of YouthNation, and must adapt their own strategies in order to succeed. How? Learn more about it in these blinks.

In these blinks, you’ll also find out

how a blackout at the Super Bowl helped sell billions of cookies;
how hunting for experiences can prevent you from actually experiencing what you are doing; and
why people with jobs will become a minority in the near future.

The youth of today don’t care about traditional status symbols.

If you’re from an older generation, you might remember that young people used to be motivated by the promise of status symbols and would work long and hard to buy a beautiful home or a cool car as soon as they could. But in the ‘90s, youth culture began aspiring to different symbols of status than their parents did.

An emerging hip-hop music scene and pop culture came together with a strong economy to deliver consumer goods to young people in a way they never had been before.

For instance, one of the first status symbols to emerge in the early years of hip-hop came from the rap group Run-D.M.C. who, in 1986 released their hit song “My Adidas.” The song quickly earned them a multimillion-dollar endorsement deal from the shoe manufacturer as their sneakers exploded in popularity.

But another status symbol rose to prominence during the same period: logos. For example, companies like Gap and Abercrombie & Fitch began brazenly branding their outerwear with their companies’ symbols, and clothing became highly fashionable just because of the label it bore.

However, that all changed with the financial collapse of 2008, after which material status symbols became less important to many. Young people were seeing their families suffer from the economic collapse and, as a result, lose interest in the material symbols of wealth that had once been so essential to their identities.

After all, asking your parents to cough up $200 for a pair of Air Yeezys when they can barely pay their mortgage doesn’t exactly seem like a sensible idea.

Today, status is defined by what you experience rather than what you buy.

So, if today’s young people aren’t enticed by material symbols of status, what are they looking for?

They want an unforgettable experience right now.

Present-day youth rent and share houses or cars rather than own them.

Were you raised in a house that your family owned? Many Americans were, but in the future, buying a house might become an exception rather than a rule.

Why?

Traditional companies need to adapt to the changing nature of consumption.

So, young people’s consumption habits have changed and so has the economy. Nowadays young people do everything from dating to exchanging money faster and more easily through the power of the peer-to-peer economy. This also means that an increasing number of the products and services that YouthNation is consuming are coming from their peers instead of businesses.

This trend is in large part due to the connective power of the internet, which allows all consumers to buy and sell anything they want directly to one another. The result is a disruption of every industry that stands in its path.

The people power of the internet is radically changing business as usual.

Today, when practically everyone has internet access, it’s easy to build a community of people who live all over the world. But as we’ve seen, the definition of a community isn’t the only thing the internet is changing – it’s also fundamentally altering the nature of business too. A great example is the rise of crowdsourcing, a tool for tapping into the knowledge and talent of people all over the world.

Crowdsourcing is actually a legitimate and extremely cost-effective way of doing business for everyone from the largest corporations to one-person operations. Whether it’s the design of a logo, data entry, real-time feedback or advice on advertising concepts, freelancers and volunteers are now an essential force in practically every industry.

Freelancing is the employment style of the near future.

As you now know, the modern economy is developing an increasing number of ways for people across the globe to support themselves by freelancing. With countless new employment opportunities, easy access to tools and training and a technologically connected world in which the next job is just a tweet away, it’s clear that we’re transforming into a society of free agents.

In fact, a recent study conducted by Edelman Berland found that a whopping 53 million Americans are currently engaged in some form of freelance work. That’s over a third of the country’s workforce!

Social media, done right, can launch your product to unforeseen heights.

In the ‘60s, making an impact in advertising meant securing your product an ad during primetime TV. But social media has made expensive ad slots a thing of the past by opening up countless opportunities for you to make your message stick.

In fact, in this day and age you can run a hugely successful marketing campaign using nothing but social media. For instance, do you remember the Super Bowl blackout in 2012?

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Worum geht es in YouthNation?

YouthNation (2015) offers essential insights on modern-day youth – a generation, lifestyle and rising phenomenon that will be essential to any business’s success in the future. These blinks will teach you the ins and outs of YouthNation and help you build an up-to-date strategy for your company.

Wer YouthNation lesen sollte

Marketers who want to understand the youth-driven economy
Readers curious about the status symbols of the post-internet world
Millennials who want to better understand the fundamental cultural changes taking place during their lives

Über den Autor

Matt Britton is the founder and CEO of MRY, a global creative agency that specializes in youth marketing. Their clients include Microsoft, Visa and Johnson&Johnson. Britton has contributing articles to The Wall Street Journal, Bloomberg and The New York Times.

Kategorien mit YouthNation

Marketing & Vertrieb

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