and I figured I might as well drag you down with me:
1. I am
officially ‘old.’ (And if you’re 26 years of age or over, sorry, but so are you.)
2. I am
out of touch. (And if you spend a lot of time talking about ‘youth culture,’ might
be you’re out of touch, too.)
DoSomething.org under a section on its website dubbed ‘Old People’ that
unapologetically states: ‘If you’re 26+ we
consider you officially ‘old.’ This is an org for young people.’
teenagers off my lawn’from a comment made by DoSomething.org’s COO, Aria
Finger, who suggested that old people who talk about young people in sweeping
generalizations probably don’t understand them as well as they think.
lot. ‘Oh, young people like to share,’ and so on,’ said Finger. ‘We need to
remember that young people are diverse.’
She’s right, of course. And we’re
all guilty of it.
particular, love to label and wrap blanket statements around entire
market to) the world. Show me a statistician who doesn’t dehumanize people for
there isn’t any truth (or utility, for that matter) to statements like ‘Young
people like to share,’ etc.
is advisable for the sake of expedience.
Gen Next? ‘What are we calling these kids we’re generalizing about anyway?!?
The teens are into all the cutting edge technology, right?
have smartphones. We didn’t have smartphones when I went to high school…
don’t, Finger noted, which is why SMS text remains such a powerful communication
25 and under, of course.
get up to 70,000 responses in a matter of minutes,’ Finger told The Research Insighter.
any out-of-touch oldies, DoSomething is a pretty-big-deal-not-for-profit dedicated
to ‘making the world suck less’ by connecting teens and early 20-somethings to
social causes that matter to them.)
is also president of TMI, DoSomething’s agency subsidiary specializing in
research and consulting services around youth, technology and social change.
result, Finger knows a thing or two about the kids and how to communicate with
interview series, Finger shares some tips for talking with young people, including:
going with thousands of young people
kids’ word for it when it comes to preferences, and more’
note: Aria Finger will present ‘Using Mobile and Data Insights to Activate
Youth’ at The Future of Consumer Intelligence Conference taking place May 19th
through the 21st in Universal City, California.
more information or to register, please visit www.futureofconsumerintel.com
ABOUT THE AUTHOR / INTERVIEWER
Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at firstname.lastname@example.org. Follow him @mdrezz.