First, kudos re: this CEO blog. This will have a big impact -- both with internal and external stakeholders. One tip: use more hyperlinks. This will help your readership dive deeper as appropriate against some of your provocative thoughts...of which there are many. Second, re: teens, I think one of the most insightful venues for understanding teen behavior is the blog medium itself. Teens dramatically overindex on blog usage relative to other demo/cohort segments. If fact, although political bloggers have owned the spotlight of late, teens have played perhaps the biggest role in shaping this medium -- not unlike what we're seeing in other CGM (consumer-generated media) vehicles like chat, instant message, mobile phones, etc. Key drivers behind this behavior include a strong, emotional desire to be heard, and to "know first" -- similar drivers to what Steve Knox of P&G's Tremor probably discussed. Few marketers have figure out how to capitalize on this insight, evident, for example, in how very few teen marketers invite or encourage ANY form of feedback about their products or services. What's making this audience especially tough to figure out is that they are exhibiting high levels of distrust of advertising, and they over-index relative to general-population on ad-filtering, use of pop-up blockers, etc.

I found this information to be interesting for what it didn't say as much as for what it did.

It seems to me that the conventional model of slapping a label on a generation is becoming less and less practical. I've put some thoughts down in my blog: Brand Central Station - I'd be interested in your thoughts.

Here's the link: http://brandcentralstation.blogspot.com/2004/10/maybe-its-time-we-look-at-demographic.html

Regards,

Mike Bawden
President
Brand Central Station

One day, we'll have to compare old skool record collections. I still have my Grandmaster Flash tapes - slightly warped - and Detroit mixes from the 70's and 80's of the Zulu Nation.

I disagree somewhat with what you have written. Rap is still misogynistic - just watch the videos on BET and MTV2 - but it's hot. The influencers are rappers, promoting such a wide-range of products as the Sidekick, Chrysler 300C, Volvos ... it just depends on the video you're watching. Plus, the following that rappers have in mainstream culture - despite the lyrics - is what is a great draw for advertisers and marketers. Look at what Toyota is doing for the Scion: hooking up with a local promoters, having the Scion as a sponsor for lesser-known DJ parties, but understated marketing, not in your face promotions.

As for Tremor, they are an interesting company, but the NYT had an article a few months back that brought up some concerns and issues - how far do we want to push our kids into becoming brand monsters? Would you want your to be P&G tools, passing out products and coupons at school?

PR does need to reach the influencers, and chat rooms, blogs, and others are great venues. Is there a need for transparency? Tremor doesn't have complete transparency on identity with the kids they are using, and I'm not sure if it's that necessary for PR either. But, it will be obvious to a tween that you are not a tween if you try to sell something in IM or a chat room - you won't know the lingo, you won't know the terms.

"Transparency" "Authenticity"
If advertisers understand how important this is to us, why can't they bring themselves to put their money where there mouth is?

It's very simple. Their are thousands of communities of influential consumers that companies can partner with - no subterfuge necessary.

Just sponsor their efforts, their events, and their websites. They will appreciate your companies financial commitment to their community and their interests. If you help us acheive our dreams, you'll be a lot more relevant to our lives than if you waste your money hiring the latest rap or movie star to flog your product.

http://www.urbanpioneerproject.com

I am glad to see that you have opened up to the power of blogs :-)

What an excellent start to embracing the blog. (Exploiting a new medium with a new take on the old standard, in appearance only) Proactive, straight-talk message and enabling feedback couldn't have been shared more effectively. (First blog is a standard unmatched in "new blog-writer" feel, complete with precedent-setting standard of marginal content quality) Your following blog about teens is the blossoming of blog greatness in style, substance and quality. (A common topic, adapted in multiple contexts for endearing to readers demographic diversity. Reader can relate to: 1)Teen, 2) Music Genre(s) 3)relate to PR insiders with industry news 4) 60 Minutes viewer demographic + baby boomer generation 5) Parenting activities with teens from Parent Perspective...

Content and sources of information for these attempts to "connect with audience" is flexible, invent to fill as necessary, and tailor to reach all target groups.

Reinvent or retool when necessary to take full advantage in building and maintaining favorable perception. Information is to be a tool adjusted for the needs of gaining positive perception, and free from the constraints of language usage rules.
Always Remember: Truth does not exist unless you work to create it for yourself. Creation and invention is the making of truth.

Hi Dan,

Some interesting and inciteful comments, I thought I would provide some thoughts from my own perspective as a UK PR consultant:
- It was interesting reading the comments by inference about the baby boomers, my take was the the more existential viewpoint of the boomers brought about amazing entrepreneurship and a huge wealth of culture that marketers like you and I have benefited from for the past 20 years or more. Are we making too many 'company men' for the more dynamic future that lies ahead?

- There was less of a reflection of tribes in your article. Teenagers are not one mass like in the 50's but part of a number of disparate cultures, some more heavily entrenched than others. Beyond the rich culture of hip-hop, there is also skaters, the underground punk scene with its straight-edged lifestyle (no caffiene, no drugs, no alcohol) to name but two

- The use of chat rooms to seed marketing reminded me of the old Bill Hicks skit 'Marketers kill yourselves' where the point he was making was that marketers were putting a price tag on everything, yet seldom understood its value. We need to know where to draw the line and show restraint. If we push too hard into word of mouth will we devalue it as a 'media channel' like has happened with editorial?

- Finally over managed and over achieving kids, there is no right or wrong answer because children are different. Some may thrive in the hot house, others may come apart (think of young sports stars or film actors). There should enough support to allow them to be everything they can be and are comfortable with. A message that as a parent I am sure you can relate to

It is fascinating how fast things are progressing through technology such as ipods, internet, computers etc.

But one has to keep in mind that a lot of the trend setters don't have access to a computer, have money for the newest and greatest ipods or even use e-mail that often. This is the true urban hip hop kid.

I spent 3 solid years on the streets of New York, Chicago, Los Angeles and Miami doing street marketing with some of the brightest and most agressive hip hop street teams. These are the kids who can keep you in touch with what's going on, the best parties, what people are wearing and what is happening in the underground hip hop/music scene.

In the past, what you listened to defined what group you "belonged" to, including how you dressed. But with the advent of ipods and mp3s, the more priviledged teens have a wide variety of consumer preferences and indifference. A fusion you could say.

In conclusion, find the kids who are passing out the flyers in all the hot spots of each major city. The seasoned veterans are not just good at passing flyers, they are the eyes and ears of what's going on, and may even be the kid who is pushing new trends.

Ben,

I would appreciate your continued comments. You don?t pull punches. I agree on the truth point. You cannot let others create a parallel reality. You must tell your own story and crowd out misinformation.

Ged,

You certainly made important points. More to me as a parent than as a blogger. My tendency is to over manage whether in correcting an essay or in technique in tennis. I read something very powerful in the FT about six months ago. It was a poem by a father watching his son play his first soccer match. The hardest thing is letting go ? but that is the true test of love. Thanks again.

Mike,

Truthfully I have not had time to check your site. Will do so in the next few weeks. You are right about labels. I can even see the differences among my own kids.