We all want to be young. It’s attractive. It’s an explosion of hormones. It’s sexy, healthy. “Don’t take drugs!” Well, maybe not. But there’s more. Young people represent new language and behaviors, and they’re directly influencing consumer habits. They’re positioned at the top of the influence pyramid and are inspirational to those younger than them and inspirational to the older. Today’s young generation, known as “Generation Y,” “G,” “We,” “Globalists,” “Digital Youth,” “Millennials,” whatever….is the largest in absolute numbers on a global perspective, and they have crazy buying power when compared to their parents when they were young. It’s funny because this important role of the youth today has its roots precisely in the baby boomer generation.
They were born in the post-World War II in the ‘40s and ‘50s. Insecure and impatient, they pushed for big changes. They were the first generation to conquer the right to be young, inventing what came to be known as the “youth lifestyle.” “If your time to you is worth saving, then you had better start swimming or you’ll sink like a stone for the times they are a’changing ….” They were handed the keys to the house and freedom to come and go. They took over the academic centers, big festivals, and streets. Because of this, they were nicknamed “liberated youth.” From the outside, it seemed they were a little nutty, but talk of love, peace, free sex and flower power stayed influencing behavior until today, and actually all of that must have been pretty fun.
And speaking about fun, we can’t forget about the “Generation X.” Born in the ‘60s and ‘70s, they enjoyed the rights conquered by the baby boomers, living a guilt-free search for pleasure. “Life moves pretty fast. If you don’t stop and look around once in a while, you could miss it.” Uneasy and enthusiastic, they pushed for new major changes. Inside their houses, they were the bosses of their bedrooms and have taken control of their...