Microsoft Advertising and Synovate published results of the global youth study "Young Adults Revealed: The Lives and motivations of 21st century youth" and the results are somwhat far away from what we hear around about today's youth.
The early adopter myth was challenged. The today's youth resembles their grandparents far more closely than they do their parents, according to the report. They seem more pragmatic than hedonistic and value family, good education and career.
The report goes throgh media attitudes, media consumption and attitudes towards brands and pushes to rethink the way we imagine we should communicate with youth.
Defintely worth reading. You can download it her.
