YouthNation Book Summary - YouthNation Book explained in key points
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YouthNation summary

Matt Britton

Building Remarkable Brands In a Youth-Driven Culture

4 (10 ratings)
16 mins

What is YouthNation about?

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.

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    summarized in 7 key ideas

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    Key idea 1 of 7

    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.

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    About the Author

    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.


    © Matt Britton: YouthNation copyright 2015, John Wiley & Sons Inc. Used by permission of John Wiley & Sons Inc. and shall not be made available to any unauthorized third parties.

    Who should read YouthNation?

    • 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

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