They are hyper-informed. They are worried about the state of the world around them. They believe it won't be easy to secure a happy life, but are prepared to fight for it. In short, they are the next generation of global teens, and they are unlike any generation that came before them.

Certain experiences transform the outlook of an entire generation. In the case of today's 13–18-year-olds, events since 9/11 have acted as a shot heard round the world. Global conditions changed overnight – from a world filled with the optimism and endless possibility of the internet boom to a dark and anxious place threatened by global war and international terror. These dramatic changes could only logically result in equally important shifts in global teen culture.

The GenWorld global teen study set out to explore recent changes in global teen attitudes, lifestyle and values among 3,322 teens aged 13–18 in 13 countries around the world. Countries covered were: the US, Mexico, Brazil, UK, France, Germany, Spain, Australia, Russia, Poland, China, Taiwan and India. The study was fielded over summer 2005 and administered in participants' indigenous language. Online methodology was used in developed countries where internet access is widely available, and an in-person methodology in developing countries. The sample was balanced male and female, with older and younger teens equally represented, and reflected broad socioeconomic status (A, B, C social classes).

Our key discovery: six seismic shifts that we believe will become the hallmarks of a new generation.

ZEITGEIST: FROM OPTIMISM TO DETERMINATION IN A DARK WORLD
9/11, 3/11, 7/7... these numbers are not some strange code, but the shared experiences that have galvanised a generation of teenagers into a new global zeitgeist.

Today's teens view their world as dark and ominous. Only 14% of teens surveyed agreed that, 'I think the world is becoming a better place.' Instead of stereotypical teen angst about acne and prom dates, safety issues, war and terrorism top the charts. Yet fear has not made these teens ready to run and hide. Instead, it is turned them into fighters. The exuberant optimism of early Gen Y has given way to a new ethos: self-activism. The number one attitude of global teens polled was 'I would fight for a cause I believe in', agreed to by six out of ten.

What cause is worth fighting for? Evidence suggests it's not abstract social issues or traditional institutions. Many popular social causes of the past, like racism, women's rights and civil rights, rank near the bottom of their list of concerns. Only 11% have political ambitions, a mere 8% want to serve in the military and just 23% consider themselves religious. What these teens believe in most: themselves and their dreams for a better life. Self-activism drives towards personal, tangible results advancing their personal goals in life.

For marketers, this means that the detachment and 'whatever' attitude of Gen Y will fall flat with this generation. To connect with them, start by fuelling optimism. Today's global teens have plenty of exposure to negatives, and appreciate being entertained and engaged. Second, demonstrate that your brand believes passionately in something important – a cause, a philosophy or a mantra. Brands that have a difference-making purpose in the world are more likely to have a lasting place in their lives.

SUCCESS: FROM ENTITLEMENT TO SELF-ACTIVISM
Gen Y expected to be internet millionaires by age 25. GenWorld, by contrast, is obsessed with something different: future financial security. 'Being financially secure' is a concern for 70% of teens worldwide. In fact, in 8 out of 13 countries in the study, being better-off financially than their parents, being financially secure or being rich was the paramount life expectation.

Does this suggest a new generation of hard-driving achievers? Not necessarily. Teens today are re-defining the good life. They view money as a means to an end, rather than an end in itself. Findings suggest that their financial ambition is a practical means for protecting their families, creating security and having the freedom to enjoy life. In fact, 'Enjoying life and doing things because I like them' was among the most important guiding principles in their lives. Meanwhile, only 34% cited ambition and aspiring to get ahead as important personal values, and 78% disagree that in seeking a job, money is more important than personal fulfilment. Interestingly, 50% expect to own a business, but only a third expect to be senior business executives.

Companies today must address teens who crave financial security, but also want a well-rounded life. So, they need to recognise the nuances, sophistication and many goals of teen life. Unlike their predecessors, many generations of which have been faulted for choosing immediate gratification over the long view in life, many teens today have their eyes on a higher prize: balance and enjoyment in life. It stands to reason that in a dangerous world, which few expect to get better, this simple wish may sometimes feel like a distant dream.

THE VANGUARD OF COOL: FROM US TEENS TO 'CREATIVES'
In the 1990s, you only had to look in one place to find the coolest teens: the US. They were the most technologically advanced, their style was envied, their brands coveted. After a thorough analysis of the GenWorld data, we came to a surprising conclusion. Today, the most leading-edge teens are defined not by country of origin, but by their personal values.

In fact, a group we call 'Creatives' appears to be at the epicentre of the trends that define this generation. They are curious about the world, altruistic, and highly open to new and innovative ideas. More than other teens, they enjoy expressing themselves through personal web pages, art, music, writing and design. Unlike the cool kids of the past, they eschew external appearances (only 9% value looking good, for instance) and the vast majority are highly apathetic about brands (with only 37% saying they 'like wearing brand logos' and 64% believing there is 'too much advertising and marketing in the world').

We consider Creatives the vanguard for several reasons. First, they are the most technologically advanced teens. Nearly 70% go online every day or almost every day. They are much more likely than others to IM, email or use a search engine every day. Creatives are the most likely group to say they 'are among the first to try something new', and they value curiosity and freedom. Most importantly for marketers, Creatives' brand affinities have a ripple effect throughout the rest of the teen population. They like fewer brands than other teens overall, and are more likely to have active negative feelings about brands. The brands at the top of the popularity scale – Sony, Nokia and Adidas among them – managed to get there because Creatives liked them.

Representing about 30% of teens worldwide, Creatives are present in all 13 of the countries studied, and their numbers are especially high in Western Europe. The US, on the other hand, lags slightly in its share of creatives (only 23%). They are outnumbered by Traditional Teens (at 41% the largest segment in the States).

Appealing to status or creating a superficial 'badge brand' may not work with Creatives. They do not want to fit into one neat little box – and they do not want their brands to either. Instead, brands should appeal to their desire for authenticity. To help answer the age-old questions: Who am I? What do I stand for? What do I believe in? Where do I fit in? For Creatives, knowing what a brand stands for means Brand X can become part of Brand Me.

BEING WIRED: FROM ELITE TO MAINSTREAM
Technology is not just for geeks or rich kids any more. As access and technological proficiency increased over the past decade, the profile of the most wired teens has changed dramatically. Worldwide, a new technology-savvy social-networking group has emerged – the SuperConnectors. They are a large group who wield a host of communication technologies to maintain their always-on social network and constant connection to information and culture.

SuperConnectors are defined by their regular use of technologies such as cell phones, text messaging, the internet, email, instant messaging and search engines. How do they differ from their peers? SuperConnectors are more likely to go online than watch TV and are more likely to use a search engine than listen to a CD. They are as likely to be female as male and do not self-identify as geeks or techies.

They are active and engaged in the world, reporting that they go shopping, to fast-food restaurants, visit cafés or coffee shops, play sports, and go to parties more often than their peers. What is driving this? For SuperConnectors, it is no longer technology with a capital T. Sending a text message is like passing a note in class, it's a way to stay connected.

So what does the emergence of the SuperConnector mean for brands? Word of mouth is still the foremost consumer influencer. Brands have a new opportunity to leverage these personal networks and talk to teens through the channels they use with each other every day. In fact, with the right infrastructure, we could see a future when a teen's favourite coffee shop could send a text message about cool events, or Nike could IM him/her when a favourite-colour running shoe comes out. More than any generation, today's global teens have an adept command of how to exploit new technology to benefit their everyday lives. It is time for brands to follow suit.

GLOBAL LEADERS: FROM AMERICAN TO WORLD BRANDS
A generation ago, Coca-Cola taught the world to sing. Today, US brands no longer dominate the top ten global teen brands.

While Coca-Cola, McDonald's and Disney still boast worldwide brand awareness, GenWorld findings suggest that to a new generation of global teens, being well-known is not enough to make a brand popular. In fact, several American mega-brands are slipping down the charts, with McDonald's and Disney leading the descent. McDonald's, while still ranked high in recognition, has fallen off the charts in liking (a dismal showing at position 32). While Disney's awareness is ranked ninth, positive ratings leave it at twenty-third. Coca-Cola still ranks first in awareness; but its affinity ratings have slipped to eighth place.

Brands at the top of the teen popularity list are 'world brands': Sony, Nokia and Adidas rank one, two and three, respectively. Nike, at number four, is the leading US brand.

Is this a sign of America's slipping stature in global markets? Findings are unclear. There seems to be a great ambivalence towards America among global teens. About half admire America, while half do not. Yet, it remains by a slim margin the country they would most like to visit. This is more likely a sign of the increasingly global nature of teen culture, which includes many global icons in music, fashion, movies and brands. As their lives have become more of a multicultural melting pot, so have their brand choices.

Nonetheless, some American brands are thriving among global teens. These include several energised up-and-comers like Microsoft, Levi's, MTV, M&M's and Kellogg's. At the same time, several US brands are better known than liked among global teens, including Panasonic (actually Japanese, but widely seen as American) and Motorola.

What does this bode for US brands? At the end of the day, companies based in the US must do more than build brand awareness or rely on American cachet to increase their status with increasingly brand-savvy global teens. Whatever their country of origin, brands with global teen ambitions need to serve up great products, and find new, more relevant ways to connect with this young global audience.

FROM SYMBOLS OF STATUS TO DRIVERS OF APATHY
Teen apathy has found a new, unexpected target – brands. Less than half of those polled want to wear brand logos, less than a third feel you can tell a lot about someone by the brands they use, and the majority feel there is too much advertising. In fact, 62% worldwide register as 'apathetic' towards brands. In countries like Spain the percentage of apathetic teens trends upwards of 80%.

This apathy probably will not turn into a full-scale brand backlash. But what's happening is perhaps even more dangerous. Even anti-brand sentiments can be used to a company's advantage. Consider Urban Outfitters or American Apparel, which have turned unbranded into a fashion statement. Brand apathy, unfortunately, means teens just do not care.

So, what is the antidote? The mantra in the 1990s was stand out, stand apart, be different. Brands were just trying to break through the clutter. He who yelled loudest won. It was all about disruption and shock value. What is missing today is meaning. Instead of striving to stand out, brands must strive to stand for something important. This allows teens to adopt, explore and interpret a brand's meaning as they create their own personal statement. As individuals, teens are not interested in abiding by the rules of Brand X but are actively creating Brand Me.

OUR TAKE
Today's global teens may be cautious and fearful, but they still give us cause to be optimistic. Ubiquity of information access may give this generation greater equality of opportunity. Their passion and determination may mean a greater willingness to tackle difficult societal problems. And the rise of social networks may lead to increased interpersonal and global understanding.

Perhaps the sharpest and clearest signal this generation is sending is to marketers, whose messages and approaches leave them indifferent. American marketers in particular may need a wake-up call. Only by offering them understanding and respect can they expect to leverage the full power of the newly emerging global teen culture.

Admapmagazine.com