NowYouth 101: Now Youth 101 Presented by: Max Valiquette, Youthography Hello, Rochester!


about youthography: about youthography Founded in 2001, Youthography is Canada’s leading youth marketing consultancy Youth market research, strategy and marketing Plenty of research (quant and qual) We put ‘youth at the epicenter’ Marketing ‘money where mouth is’ factor We’re immature


about me: about me I also host TVOntario’s “Vox Talk,” a youth-issues talk show We film it, often in schools, – yay! – using youth panellists, with a young audience – cool!


Contents: Contents Demographics Psychographics Transition Integration Culture Hedonormalization 10 Things to know about Students


Demographics: Demographics


the 4 x 5 factor - canada: the 4 x 5 factor - canada The 10-29 group divides into four equal five-year cohorts


The 4x5 factor, united states: The 4x5 factor, united states Census Bureau, 2004


Home Offers Less : Home Offers Less 80% of them come from families with only 1-2 children at home A greater reliance on friends 60% of women work out of home Coupled with single-parent households, it means that “3:30 to 5:30 is my chill time…it’s the time for me alone at home.” 67% of unmarried 20-24-year-olds live at home And yet, they are staying at home longer…


Psychographics: Psychographics


Getting into Adulthood Earlier…: Getting into Adulthood Earlier… Average age of educational enrollment: <4 Average age of 1st menstruation: 10-11 (vs. 12+) Average age of 1st cigarette: 13 Average age of “school-type” decision: 14 Average age of 1st intercourse: <16 (vs. <18)


Precocious Puberty: Precocious Puberty Precocious puberty – or early sexual development – is a phenomenon that is occurring in young girls and boys in North America, the UK and Australia “While I always believed that little girls go through puberty at around eleven, twelve or thirteen years of age, something very strange was now happening to our daughters. I was now being told that little girls are considered 'normal' if they start menstruating at the delicate age of eight!" - Nexus Magazine, 2004


Precocious Puberty: Precocious Puberty A medical study in 1997 found that 27% of African-American and almost 7% of Caucasian girls had the onset of secondary sexual characteristics (i.e., breast development or pubic hair development) by age seven By the time girls turn 8 years-old, 1 in 7 caucasian girls and one out of two African-American girls will be starting puberty


…but Fully Getting There Later…: …but Fully Getting There Later… Median age at graduation: 23 (vs 22) Average age at graduation: 26 (vs 24) Average age of 1st marriage: 29 (vs 25) Average age of 1st childbirth: 29 (vs 26)


…Equals Prolonged Pre-Adulthood: …Equals Prolonged Pre-Adulthood


They Play Teenager, not Grownup: They Play Teenager, not Grownup 8 years 16 years


And Can Share Trends: And Can Share Trends 13 years 29 years


And Have a Huge Influence on Adults: And Have a Huge Influence on Adults “Generation Y” “Boomers”


Number One on the Youth and Adult Charts: Number One on the Youth and Adult Charts Mariah Carey’s 2005 hit, “We Belong Together” soared across youth and adult charts… The music video reached number one on the video-chart countdowns, BET’s 106 & Park, MTV’s TRL and MuchMusic’s Countdown Number one on 13 U.S. Billboard charts, won 2 Grammy Awards and received the World Music Award for “Most Played Single of the Year”


Forever Young? : Forever Young? And it’s not just about acting younger – but looking younger Women as young as 35 are taking the plastic surgery plunge - Botox injections are by far the most popular procedure (chemical peels and microdermabrasions don’t fall far behind) Since 2000, the number of Botox users in the U.S. has risen almost 300% – and this number continues to rise all across North America


What They Value: What They Value Relationships Communication Information Diversity Empowerment And what sews it all together…Technology


What They Value: What They Value


culture in transition: culture in transition


the burning media question: the burning media question “What kind of messages do young people actually respond to?” Um, as if.


media in transition: media in transition We need to look at media, advertising and culture in aggregate… …as there has never been such a huge shift in media habits as over the past decade This is the one thing you need to know…


media: the 3 Cs: media: the 3 Cs Change: constant, regular change in forms of media from rampant technological change Charge: consumers are in charge of when and how they interact with media Challenge: consumers challenge the traditional top-down model of cultural creation


1. change: 1. change Then (1980-1996): CDs, VHS, 30 Channels: little change in technology HMV, movie theatres, broadcast radio: traditional models of consuming culture Then to Now (1996-2006): CD to MP3, DVD, Gaming Consoles, All-in-ones Complete reversal in way culture is distributed Now: Huge speed of change is regular On-demand culture, with one device to rule them all


technology in transition: technology in transition


…and they adopt it quickly: …and they adopt it quickly Entertainment & Technology The $399 Desktop PC The $49 DVD Player TV on your cell phone TV with a hard drive (PVR) TV on your PC TV on your iPod Home Wireless Internet Web radio and Satellite radio Xbox 360, Nintendo Wii, and PS3 Etc…


Slide29: 2002 2004 2005 2005 2006 2006


2. charge: 2. charge Then (1980-1996): TV, Movies, Music: someone else’s schedule, delivery devices, w/ little variety: little personal control, choice You have to watch commercials, be home at a certain time, use limited radio formats, go to a store, etc. Then to Now (1996-2006): Internet and digital culture changes everything Culture-on-demand! Now: Seemingly infinite choice of what to consume, when, how Control shifting from creators to consumers


…and they adopt it quickly: …and they adopt it quickly Cultural Control Napster to Kazaa to iTunes The PVR Downloading TV Downloading Movies DVDs of TV series DVDs released months (not years) Zip.ca or Netflix 100s of radio stations Your iPod playlist


downloading activity: downloading activity


media in transition: media in transition Exposed to more media, as well: video games radio school movie theatres public transit billboards bathroom stalls internet TV wild postings mall magazines events newspaper SMS


3. challenge: 3. challenge Then (1980-1996): Everything is top-down Corporate machine creates culture; youth absorb it Then to Now (1996-2006): “The Street” starts to drive and dictate trends Coolhunters and tipping points Now: Young people either directly create culture… …or set trends that the corporate world replicates First seen in fashion (as always) moved to music, film and television, marketing and on-line


…and they adopt it quickly: …and they adopt it quickly Cultural Creation MySpace YouTube GarageBand Indie Movies Home-made TV, Movies Blogging SNL Digital Shorts Andy Milonakis wikipedia


so what does this mean?: so what does this mean?


implications: the 3 Cs: implications: the 3 Cs Control: in control of everything Convergence: largely a myth for young people for whom divergence is unnatural: they connect to all media (often through the same device) Culture: advertising and marketing plays in their cultural field (not the other way around)


1. control: 1. control In Control of Technology In Control of the Culture In Control as Consumers


1. control: 1. control Institutions of all sorts (and that includes schools) have to realize that they are brands – and that they are not in control of their brands Good brands share themselves with their consumers – or control is taken away


2. convergence: 2. convergence Different forms of technology as coming together – we call this convergence This is a very adult perception of the way media works – my television is now connected to my internet, “I can get music on my cellphone?” For young people, convergence is natural: one or two connected devices that manage all your media, all your culture, and all your communication


2. myth of convergence : 2. myth of convergence For young people, divergent technology is an unnatural state Finding connections between technologies and between media is critical If they don’t see borders, than neither should we… …so this generation will soon expect their textbooks to be electronic, and interactive


3. culture : 3. culture Most importantly, all media has gone from living in their culture… …to being a part of their culture Whatever this means for society, it’s actually something to pay attention to – there’s an immersive world of culture, 24/7 and school, advertising, and communication live in that world


Which of the following statements is closest to your opinion of marketing in schools, colleges or universities?: Which of the following statements is closest to your opinion of marketing in schools, colleges or universities? Marketing in Schools


They Integrate Cultural Elements Better Than Ever Before: Presenting Integration Culture: They Integrate Cultural Elements Better Than Ever Before: Presenting Integration Culture


integration culture: THEN: integration culture: THEN


separate elements = separate identities: separate elements = separate identities Different elements developed, adopted and subscribed to by distinct sub-cultures or “tribes” Hip hop culture, fetish culture, black culture, white suburban culture, gay culture, skateboard culture, jock culture etc… You could see these at school…


separate elements = separate identities: separate elements = separate identities


diversity, change and experimentation: diversity, change and experimentation 80s: media expansion (radio formats, print, expanding channel universe) 90s: media explosion (internet, 500 channels) Increased immigration …diversity, change and experimentation became the iconic elements of our culture – “tribal” elements cross-pollinate… …and become less relevant as culture “blending” and “bending” became the norm


diversity, change and experimentation: diversity, change and experimentation


integration culture: NOW: integration culture: NOW


“integration culture”: “integration culture” “Tribes” becoming increasingly peripheralized Now: full-on integration of as many “cultures” into self-identity as wanted Borders between “tribes” are losing relevance – they are bleeding successfully into each other Cultural borders increasingly foreign… Mixing and mashing up their own identity


“integration culture”: “integration culture”


“integration culture” examples: “integration culture” examples Mash-ups in music (hello “Hung Up” et al) Your iPod list (“Everything but country!”) Fashion mixing (hip hop, rock, new wave, techno and bohemian all living in one outfit) Gender blending (beyond simple hetero / homo) Ethnic blending (moving beyond black, white, red and yellow to wholly new racial blends)


“integration culture”: “integration culture”


9. They Live in a World Where “Vice” is a Part of our Normal Experience: Presenting Hedonormalization: 9. They Live in a World Where “Vice” is a Part of our Normal Experience: Presenting Hedonormalization


hedonormalization: THEN: hedonormalization: THEN


sex and drugs: negative or cloistered: sex and drugs: negative or cloistered Pre-1950s: mainstream Western culture didn’t really acknowledge human sexuality or drugs Sexuality: controversial and “dirty,” non-mainstream sexuality was considered “deviant” Recreational Drugs: linked to subterranean or criminal elements; or rebellion


sex and drugs: negative and cloistered: sex and drugs: negative and cloistered


sex & drugs slowly seen as natural, human: Feminism, gay rights help push sex to mainstream Notions of “deviancy” started to liberalize Kinsey Report and The Joy of Sex read by regular folk Sexual fulfillment becoming an important element of life (swinger culture, the perfect orgasm)… …but people were still defining themselves by their sexual behaviours (“I’m a swinger,” “It’s the Summer of Love,” “Nobody knows I’m gay” t-shirts) …and only in a “safe” environment (key party, gay village, out-of-the-way sex shop) sex & drugs slowly seen as natural, human


sex & drugs slowly seen as natural, human: sex & drugs slowly seen as natural, human


sex & drugs slowly seen as natural, human: sex & drugs slowly seen as natural, human Recreational drug use: slowly more accepted Marijuana and cocaine in popular culture Pop cultural permission / evolved production and marketing make these drugs easier to get Ecstasy also rises in popularity: a drug with a community – people want to talk about it …but still defined by their drugs (“He’s a stoner,” “I’m a raver”) or taking it outside (“We’ll go puff one out back”)


sex and drugs slowly seen as natural, human: sex and drugs slowly seen as natural, human


hedonormalization: NOW: hedonormalization: NOW


“hedonormalization”: “hedonormalization” Now we (young people especially) see sex and drugs as common and expected Both in pop culture and personal experience Younger parents / caregivers increasingly permissive Boomers got around quite a bit in the 70s and 80s; Reefer Madness was a myth


“hedonormalization”: “hedonormalization” AIDS awareness promoting acknowledgement of youth sexual activity and safe sex practices Focus on personal satisfaction from sex Internet has made pornography access almost ubiquitous and much more private… …but also allowed us to share it


“hedonormalization”: “hedonormalization” “War on drugs” being seen increasingly as wrong strategy Medical community linking marijuana with some health benefits (leads to “medicinal marijuana”) Pharma-culture becoming more pervasive; more permissive socio-cultural attitudes regarding drug use in general (Paxil, Viagra, Cialis, Zyban)


“hedonormalization”: “hedonormalization” Exploding influences, information, standards have created a larger culture of general permissiveness Only minimal organized censorship of ideas or content currently exists We talk about sex, and sexuality in a very open and frank way (in culture, at the water cooler, in lots of advertising)… …and no one really cares if you light up a joint Oh! And don’t forget gambling!


“hedonormalization” examples: “hedonormalization” examples Sex and sexuality on mainstream TV (Sex and the City, The O.C., Desperate Housewives, The L Word) Graphic sex advice as standard as “Dear Abby” (Savage Love, Love Bites, Sex With Sue, Sex TV) “Hook up” culture (Lava Life, HurryDate, Ashley Madison) Rise of burlesque and stripper athletics Booty shaking in hip hop culture Rise of homemade pornography The totally inappropriate e-mail you send to everyone


“hedonormalization”: “hedonormalization”


“hedonormalization” examples: “hedonormalization” examples Canadian Addiction Survey: 70% of us will have smoked up Potential marijuana decriminalization; policing less stringent Major celebrities openly discuss their marijuana habits Rise of coke culture (again) Crystal Meth: an “epidemic” NOTE: Permissiveness still mostly focused on marijuana; however leads to culture of permissivity across the board – let’s see what the future holds…


“hedonormalization” examples: “hedonormalization” examples


Hedonormalization: So what?: Hedonormalization: So what? Maclean’s: “Pass the Weed, Dad.” (November ’05) “if I am drunk, I can call my parents for a ride home, no questions asked.” “My parents bought me condoms.” “My parents aren’t at home a lot...”


10 Things to Know About Schools and Students: 10 Things to Know About Schools and Students


1. Teachers: Providers to Facilitators: 1. Teachers: Providers to Facilitators Teachers no longer control content Always something newer out there Need to know what is right and what isn’t


2. Internet: the Dominant Force: 2. Internet: the Dominant Force The “self-directed” student Global Learning MIT offering free courses on-line to people across the globe just to harness their brainpower Handing in a digital copy for convenience… …or for plagiarism “I start all of my research with Google.”


3. School Competes with the ‘Net, Too: 3. School Competes with the ‘Net, Too Chatting while doing homework Texting in class “I used the calculator on my phone, but would also text friends for answers” Expected wireless campus Part of a larger intrusive force that the Internet is exerting on all parts of youth culture: it’s almost impossible to separate it out now


4. School is no Longer a Social Hub: 4. School is no Longer a Social Hub Technology facilitates having friends all over “I can text my friends whenever I want to” “I use 10-4 and I can Walkie-Talkie someone across the country for free” Also larger age gaps at Colleges and Universities – everyone at school might not be “just like you”


5. Pressure to Decide on Direction Earlier: 5. Pressure to Decide on Direction Earlier Direction increasingly includes post-secondary “In Grade 9, you pretty much have to know whether or not you want to do Arts or math and Science – it’s crazy.” Part of the prolonged pre-adult lifestage “We all feel like we have to go to University” “If I don’t get to College, at least, what do I do?”


6. Pressure to Work Starts Earlier: 6. Pressure to Work Starts Earlier Allowance at an all-time low: work for pay more important Wanting more disposable income: means taking more time to finish (with part-time work) Also, means a greater pressure to have some sort of workplace skills for some, ASAP


Work and School: Work and School Simply rate each of the following concepts, ideas or values in terms of their importance to YOUR LIFE


Even at a Young Age…: Even at a Young Age… Values surrounding school and work can start to build as young as nine years old... Simply rate each of the following concepts, ideas or values in terms of their importance to YOUR LIFE


Work and School: Work and School Formal education is seen as being most important for 18-22 year olds – the age where people are most likely to be in it High school students: least likely to get importance of formal education or new skills… …but are starting to place more importance on skills than a formal education… …which increasingly means white collar skills (even with a blue collar mentality)


Student Motivations: Student Motivations When asked why they went to university, they said:


7. Move to Colleges, Universities: 7. Move to Colleges, Universities Emphasis on “skills” for many; particularly relevant in an era of communications (not trade skills) All-time high HS graduation rate: increase is from people who go on to Colleges Trades are being squeezed out: the death of the blue collar worker Parents: “I didn’t work 25 years in trades so you would!”


8. School is More Expensive: 8. School is More Expensive Not just the cost of tuition (although, wow) Living expenses Computers and Internet access


9. Schools are More of a Business: 9. Schools are More of a Business More expensive (means greater expectations) Marketed as businesses are (the school as brand) Elements surrounding schools – scholarship or research websites; on-campus businesses, etc – greater than ever before


Which of the following statements is closest to your opinion of marketing in schools, colleges or universities?: Which of the following statements is closest to your opinion of marketing in schools, colleges or universities? Marketing in Schools


10. So the lessons learned…: 10. So the lessons learned… A time of great transition and change But part of a larger cycle of change Schools need to adapt to changing needs of students Technology is critical (but expensive, I know) Want to know where things are going? Get your most articulate, forward-thinking students into one of your bars or pubs or your cafeteria for a regular (bi-monthly?) meeting


Thanks!Questions? Comments?: Thanks! Questions? Comments?