During the boom years, marketers targeted teens as a well-funded demographic group that spent heavily on fashion and the latest electronic gear. The recession and current political climate have changed the teen view of the world. As a result, Euro RSCG Worldwide PR, North America, has announced what it sees as the new teen trends. Today's teens must deal with a different economic reality and marketers who understand this added dimension can position products and craft ad campaigns to reach teens on a new level.
Agency President Marian Salzman calls teens "cultural agents of change for the future." Salzman believes this group is concerned about the state of the world. Teens have grown up with Wi-Fi and expect to be constantly connected. The technologically adept teen is comfortable with ‘mycasting’ and posts his or her opinions and world views online. At the same time, secondary education will increasingly take place online as these students prepare to compete in the global economy. But regardless of the positive aspects of being online, teens are also challenged by problems related to technological advances. Chief among these problems is cyber-bullying.
While teens confront their changing world, they also continue to set trends in fashion and beauty. According to Salzman, fashion hits in 2011 will include big watches, over-the-shoulder bags, long necklaces, hoop earrings, lacy tops, and leg warmers. Top beauty products may be fishtail braids, shimmery bronzer, smoky eye makeup and gray and navy nail polish.
Marketers who understand what the average teen is dealing with on a daily basis and designs products and services to help teens cope can strengthen their reputation and boost sales.[Source: Top Teen Trends for 2011. Euro RSCG Worldwide. 22 Dec. 2010. Web. 4 Jan. 2011]