top 10 yoof trends

1. Real-time expectations
2. More intensely local lives
3. Radical transparency
4. Expecting cheap or free everything
5. Demanding entertainment
6. Worrying about the planet
7. Seeing luxuries as standard
8. Pro-business, anti-multinational stance
9. Regulate the heck out of media bias
10. Naturally Me but aspiring to We

Young adults are used to self-expression, self-esteem, personal computers, personal profiles, personalized settings andpersonal branding. Whether the culture is highly individualistic (e.g., the United States) or more collectivist (e.g., China), businesses have thrived by enabling people to express themselves, to be more Me. Culturally and commercially, 20-somethings have been encouraged to be more selfish than their predecessors. Yet they’re all too aware that everyone pursuing selfish interests creates planetary problems. Members of this generation are caught between the impulse to do their own thing and the desire to do the right thing together. Or as the pithy observation has it, “Everybody wants to save the earth; nobody wants to help Mom do the dishes.”
from marian salzman, huffington post
via sb77