(The Adidas slogan) 'Impossible is Nothing' resonates with this generation almost like no other campaign that I've seen. |
If you wanted to characterize what the 'cool' brands were for global teens 10 years ago, what they had in common was that a lot of them were from America. |
Not only do parents provide the safe harbor teenagers need in an era of increasing violence and chaos, but evidence suggests this generation is more comfortable and trusting in authority. |
The cool kids were once thrill-seeking kids like jocks or the well-dressed kids, and the self-expressed kids of today were once the band geeks, theater types, or crunchy-granola types. |
They are still doing many of the same types of activities that they used to do, for example, passing a note in class. Now, they can text several people at the same time. The underlying urges are the same, what technology has done is allow them to be taken to a new level. |