Teens and the Recession

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According to a Teen Vogue reader survey published in the August issue…

More than 95% are at least a little worried about the economy.

Nearly 53% of girls polled say they know one or more adults who have lost their jobs as a result of the recession.

More than 70% say the economy has affected the way they shop, and many are finding alternative methods.

Almost 40% of the girls who responded say the recession is affecting their plans for college.

The events of the past year have caused a seismic shift in youth culture that will be felt for years to come – years. Many of these kids are defaulting to Plan B (or C for that matter) before stepping out of the gate. This re-alignment of priorities and the impact this will make upon the trajectory of their lives, if you stop to ponder for a moment, can inspire thoughts of “wow, I need to re-evaluate everything I think I know about teens today.” (Especially the idea that so many kids will have to alter their education / future plans – for some reason that number really hits me between the eyes.)

There is a required pragmatism for our time that will likely become the defining trait of a generation.

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About angelgibson

I am a former big ad agency brand planner, running footloose and fancy-free through the streets of New York City. I read all those huge research reports that explain how and why consumers love or are indifferent to particular brands, the types of messaging that make them break out in night sweats, and the ONE thing you are not doing that your customers really wish you would. I read a lot of other stuff too. I write custom reports, design proprietary research, basically help my smart and fabulous clients become even more so.

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