This is a very interesting piece from The Chronicle. I’m not sure, but you may not be able to access the cool chart because of their paywall. If you can, make sure to hit NEXT to advance the chart. People in the office have been confused by this today. NEXT is located to the right!
The reason that I think this information is so important is that it tells you something about the next generation of consumers. What’s striking is that they are just not that different from their parents. They are, on aggregate, slightly more socially aware, socially concerned and socially liberal, but not by leaps and bounds. However, their overall benchmarks for any of those categories may be different than their parents.
The other thing I believe we need to point out is that if you are dealing with a population of young adults who are graduating from college in 2013, they were born, by and large, in 1990, 1991 or 1992. If you are using marketing conduits that were forged in the 80s or 90s — fuggetaboutit! You need to be riding the “youthquake!”* And remember, this is a generation that thinks e-mail is only for “old people.”
*Anyone get this reference? The only hint you’ll get is FrogHammer! LMAO
If you can’t get to the Chronicle story, here’s a link to Justin Pope’s AP story. Same info, just not as pretty!