In last month’s column we discussed how the beliefs, values, and key concerns at the heart of youth culture have remained relatively unchanged over the many decades in which they’ve been studied. In this month’s post, we will examine two of those key concerns in greater detail - money, as well as a relative newcomer, the environment.

The Two Most Overstated and Underrated Concerns of Young People

1. The Environment

Over the last decade one of the most overstated concerns of young people has been “the environment.” Let’s be clear: young people care deeply about the environment, but as marketers we are often measuring the wrong thing and asking the wrong questions.

Research conducted through Fuse Source and supported by various other studies has indicated that as low as 2% of teens consistently rank “environmental issues” as key to their daily lives. However, when young people are prompted with specific questions about a brand’s green initiatives, close to 90% of them say a brand’s environmental policy does affect their purchase behavior.

At first glance the results appear almost contradictory. Upon further scrutiny it becomes evident that the inconsistency rests with how young people experience the impact of global issues versus how they expect brands to behave. Issues like melting polar icecaps, a crisis of energy supply, and clean water systems in foreign nations seem distant and are nearly indiscernible to many teens, especially to those who live in parts of the country far away from the sources of those troubles.

That said, Millennials believe that businesses have the power and resources to tackle geographically distant issues and to take on the role of environmental stewards. By choosing to purchase a brand with admirable policies, they feel they can make a direct impact on remote problems with a localized action.

2. Money

Unlike environmental concerns, the impact of money and its relative availability is tangible, immediate and effects every-day life for most teens. Strangely, the economic concerns of young people are one of the least reported yet most important concerns of their lives.

According to the Bureau of Labor Statistics, the unemployment rate for 16 to 24 year-olds is twice the national average. That doesn’t even take into consideration the number of young people who are no longer looking for work and those who fear that older, slightly more experienced workers are snatching up the jobs that would otherwise be theirs. As a result, Millennials are starting to view their finances differently.

As marketers we can no longer assume that we know the purchase behavior of young people. Underemployed and unemployed young consumers may no longer dream of purchasing their first used car. Many no longer see a new videogame system as a luxury item within their reach, and the term “recession proof purchase” may no longer exist.

The impact of unemployment at a time when young people are coming of age warrants consideration: this is a long-term problem and will have serious, long-term negative cultural influence. We must adjust our approach accordingly.

Bill Carter is a partner at leading youth culture marketing services firm, Fuse. Bill has advised some of the most successful companies in America, including Pepsi, Yahoo!, Sony, Harley-Davidson, Gatorade, Converse, and others. He has been awarded Sports Business Journal’s Forty Under 40 Award as one of the most influential and important young executives in sports and named one of the 20 most influential people in action sports by that same media. He can be reached at bcarter@fusemarketing.com.

About Fuse

Fuse is an award-winning youth marketing agency that connects brands with youth through sports, music, fashion and other relevant youth cultural interests. Located in New York, NY and Burlington, VT, Fuse’s services include Consulting, Social Media and PR, Creative Services, Research and Event Marketing. For white papers, research, and other information, please visit us at www.fusemarketing.com, www.facebook.com/FuseLLC or www.twitter.com/fuse_marketing.

Content is king! The YouTube community has helped GoPro cameras go global through the increased use of user-uploaded content.

Thursday, May 10, 2012 - Friday, May 11, 2012
8:30 AM - 10:00 PM

Doubletree Hotel Anaheim / Orange County
100 The City Drive, Orange, California 92868

IASC brings together skateboarding industry leaders for the 5th Annual IASC Skateboarding Summit, May 10th and 11th, 2012 at the Doubletree Hotel in Anaheim, California.

Along with two days of speakers, panels, roundtables and networking opportunities—all aimed at giving you the information and tools you need to improve your business, we are excited to announce two special events that will make your time at the Summit an event to remember.

The evening of May 11th we are proud to present a special screening of the new Bones Brigade Documentary at the AMC 30 movie theaters next door to the hotel courtesy of Powell-Peralta and Vans. All Summit attendees are guaranteed seating at the screening.

Plan to stick around after the Summit and catch the Pro-Tec Pool Party Contest at the Vans Skatepark right next door to the hotel on Saturday, May 12th. Summit attendees will have the opportunity to reserve VIP seating at the always sold-out event.

We’ve got a special couple of days of skateboarding education, connection and inspiration lined up for you that will be worth more than just time and money. Check the agenda for the full lineup and we’ll see you in May!

Agenda

Registration Fees

The evening of May 10th, 2012 please join us for the Skateboarding Hall of Fame and Icon Awards at the Doubletree Hotel Anaheim as we honor the skateboarders, industry pioneers and icons that have left an indelible imprint on the history of skateboarding and our culture. Enjoy the ceremony, dinner, live auction and more with all proceeds going to benefit the Skateboarding Hall of Fame and the Go Skateboarding Foundation’s Just One Board initiative. VIP Meet and Greet and dinner starts at 6:00 pm, general admission opens at 7:30 pm. Contact Di Dootson Rose (949) 455-1112 or di@skateboardiasc.org for more info. Tickets available online now: http://bitly.com/skate-hof

• Danny Bearer was an original member of the Hobie team and became the first International Skateboard Champion when he won the inaugural competition in Anaheim in 1965. • As an original Z-Boy, Jay Adams is considered one of the most influential skateboarders of all time. Stacy Peralta has called Jay, “the world’s greatest natural skater.” • Pioneering street skating in the late 80’s and early 90’s, Mark Gonzales cemented the foundation of what we know today as modern skateboarding. • Honing her ability in the famous L.A. schoolyards of the 70’s, Peggy Oki earned her spot as the only female Z-Boy on the hugely influential Zephyr Team. • John Humphrey became the first licensee of a skateboard patent after going into business with Albert C. Boyden to produce the Humco Surfer in 1963. • With the introduction of the polyurethane wheel to skateboarding through Cadillac Wheels in 1972, Frank Nasworthy paved the way for the second great boom of skateboarding in the 1970’s. • One of the most important photographers of his generation, Glen E. Friedman was first published in SkateBoarder magazine in 1976 at the age of 14. • Black Flag gave voice to an anti-authoritarian, non-conformist message that deeply resonated with and inspired skateboarders in the late 1970’s and early 1980’s.

Photography: Danny Bearer - unknown, Jay Adams by Glen E. Friedman, Mark Gonzales by J. Grant Brittain, Peggy Oki by Glen E. Friedman John Humphrey - unknown, Frank Nasworthy by Warren Bolster, Glen E. Friedman by Hugh Holland, Black Flag by Glen E. Friedman

As youth culture marketing specialists, Fuse is often asked to confront, examine, and demystify concepts, trends, and assumptions that are generally accepted by brands. With nearly twenty years of youth culture marketing experience combined with fresh insights gathered weekly from Fuse Source, a national panel of teens and young adults who share their opinions on everything from pop-culture to advertising campaigns, this column will reveal over the next several months the key myths about youth marketing and how your brand can avoid being misled by them.

Myth: Young People Are So Different Today

We’ve all heard it said before, often accompanied by an expression of anxiety and confusion, “Teens are just so different today!” At first glance young people might seem unlike any generation that came before, but when marketers move beyond the simple stereotypes they learn that there is a remarkable consistency among young people regardless of the decade in which they grew up.

As far back as the 1940’s, when teenagers were first observed as a demographic group (and the term “teenager” was coined), young people cited relationships, family, jobs, money and independence as the things they most cared about. Over seventy years later, these same issues are still the most often noted by teens. Brands that have addressed these primary concerns regardless of each decade’s cultural shifts and trends – from zoot suits to flower power to punk to the age of Facebook – have become the brands most beloved by youth culture and rewarded with the biggest financial returns.

No fair examination of the similarity of youth culture from generation to generation should exclude the most obvious and genuine difference of teens and young people today compared to their predecessors – technology. Of course technological advancements (and social media in particular) have altered the landscape, but mainly in how young people communicate, not what they communicate about.

For example, pre-social media teens valued relationships, both romantic and platonic. What we have seen over time is not only a perpetuation of that value, but also an evolution of the communication channels in which relationships are maintained. A recent insights study by Fuse Source of male and female teens ages 16 – 19 provided detail into the role of technology when developing and sustaining interpersonal relationships. The panel cited texting as a key in maintaining close friendships and some respondents reported sending and receiving over 3,000 text messages per month. While a phone call or in-person meeting was often the eventual result, the formative steps to either outcome almost always started with a mobile or digital interaction. On a related note, when sharing discoveries on music, fashion, and celebrity news, social media was determined to be the preferred technology for teens.

I hope you have enjoyed this first article in the series and look forward to providing you with what I hope is more thought-provoking content in the series. Until then, be sure to challenge any marketing not based in historical concerns of young people!

Bill Carter is a partner at leading youth culture marketing services firm, Fuse. Bill has advised some of the most successful companies in America, including Pepsi, Yahoo!, Sony, Harley-Davidson, Gatorade, Converse, and others. He has been awarded Sports Business Journal’s Forty Under 40 Award as one of the most influential and important young executives in sports and named one of the 20 most influential people in action sports by that same media. He can be reached at bcarter@fusemarketing.com.

About Fuse

Fuse is an award-winning youth marketing agency that connects brands with youth through sports, music, fashion and other relevant youth cultural interests. Located in New York, NY and Burlington, VT, Fuse’s services include Consulting, Social Media and PR, Creative Services, Research and Event Marketing. For white papers, research, and other information, please visit us at www.fusemarketing.com, www.facebook.com/FuseLLC or www.twitter.com/fuse_marketing.

ONE ON ONE: Athletes

• Steve Caballero— Professional Skateboarder
• Christian Hosoi - Professional Skateboarder
• Todd Richards - Professional Snowboarder, TV Announcer, Co-Founder of O-Matic Snowboards (moderator)

http://ActionSportsConference.com

ONE ON ONE: Athletes

• Grete Eliassen - Professional Freeskier
• Ashley Fiolek - Professional Women’s Motocross Racer
• Tina Dixon - TV Announcer and former Professional Snowboarder (moderator)

http://ActionSportsConference.com

NBFF to Host Big Screen Debuts of Decade of Dominance, H2indO, Hicks on Sticks, Man and Machine, Crusty 16 – Outback Attack

The Newport Beach Film Festival (NBFF) proudly announces its 2012 Action Sports Film Series (ASFS), an international showcase of films celebrating athletes, visionaries, filmmakers, cinematographers, pioneers, environmentalists, entrepreneurs, artists and designers who have shaped the action sports culture and cultivated its progression with their innovation, energy and creativity. Emerging on the forefront as the largest action sports cinema event in the nation, the NBFF Action Sports Film Series will take place during the week of the Newport Beach Film Festival (April 26 -May 3, 2012) in Orange County, CA, a location celebrated as the epicenter of the surf wear and action gear industry and the ultimate destination to experience music infused cutting-edge adventure on the big screen. Films will screen at Island Cinema (999 Newport Center Drive in Newport Beach), Triangle Square (1870 Harbor Boulevard in Costa Mesa) and at the Regency Lido Theatre (3459 Via Lido Drive in Newport Beach).

The Festival is proud to welcome WAX, Red Bull, Daphne’s California Greek as sponsors of the 2012 Action Sports Film Series. Co-produced by the Newport Beach Film Festival and Orange County-based ChopShop, with support by SKATEBOARDER Magazine, SURFING Magazine, Blue C Advertising and Concept 73, the NBFF Action Sports Film Series will spotlight nineteen (19) films from around the world. The Action Sports Film Series offers filmgoers an opportunity to experience breathtaking cinematography on the big screen, fascinating cultural journeys, in-depth portrayals and compelling stories that explore the physical, emotional, historical and spiritual realms of surfing, stand up paddle surfing (SUP), paddle boarding, skateboarding, skiing, snowboarding, motocross and other extreme sports. Highlights include red carpet film premieres, spotlight screenings, post-parties, filmmaker panels, athlete guest appearances, autograph signings and the participation of action sports industry leaders.

The 2012 Action Sports Film Series Pass is available for $75 and offers filmgoers an opportunity to enjoy all 19 films in the series. Tickets to individual screenings are $12. Tickets to the Saturday Night Showcase party at Equinox are $25 (21 & over). For tickets, passes, schedule, full synopses and trailers visit www.nbffACTION.com or www.NewportBeachFilmFest.com

WORLD PREMIERES

Crusty 16 - Outback Attack Friday, April 27, 7:00 p.m. - Triangle Square

Decade of Dominance Saturday, April 28, 6:15 p.m. – Lido Theatre

H2IndO Sunday, April 29, 6 p.m. – Lido Theatre

Man and Machine Sunday, April 29, 3:45 p.m. – Triangle Square

Hicks on Sticks Sunday, April 29, 7:45 p.m. – Triangle Square

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Hey LA! Perk your ears for this. Stoked is hosting its first ever Trishredathon on March 25, 2012. It will be a day of snowboarding, surfing and skating to benefit Stoked Los Angeles.

There’s a minimum fundraising commitment of $250 to register with scaled pricing after that. We’re hoping to raise $25,000 for Stoked Los Angeles, so tell all your friends!

You can hop on a bus with Stoked or opt to drive yourself.

Register Here: http://bit.ly/trishredathonapp

When you’re done filling out the application, please start up your fundraising page here:
http://www.crowdrise.com/trishredathon2012

Once you’ve registered you’ll receive an email with info you can share with your network to help you raise funds.

THANK YOU AND HAPPY SHREDDING

On January 19, 2012, the snow industry lost an icon. Sarah Burke, freeskiing pioneer, six-time X Games gold medalist, beloved wife, daughter, aunt and friend passed away.

Sarah was truly a legendary athlete, role model and an inspiration. She was everything so many of us aspire to be.

Female athletes everywhere owe a debt of gratitude to Sarah’s passionate trailblazing efforts over the last 15 years. As the first competitive female freeskier, she successfully lobbied the Winter X Games to include women in freeskiing events on equal standing. It is because of Sarah’s efforts that female winter athletes are some of the only athletes in the world to receive equal prize purses to that of men.

Sarah brought worldwide recognition and validation to the sport she so loved. Every ski athlete chosen to represent his or her country at the 2014 Sochi Olympics will feel her influence. Without her, the sport of freeskiing would not be included.

Sarah is a pioneer of her generation. Her life and legacy embody the true spirit of action sports; a movement of individuals driven to innovate, master and explore the frontier of physical possibility. Sarah’s love of skiing took her life to amazing places.

Her accomplishments on skis continue to inspire girls everywhere to believe in themselves and follow their hearts. Her passing is not a cause to pack up our skis, but rather a reason to step-in and ski for Sarah and the dreams that inspired her star to shine.

In accordance with Sarah’s wishes, her organs and tissues were donated to help save the lives of others.

Sarah did so much for females and winter sports during her time with us; now we are asking for your help.

Sarah leaves behind her beloved husband Rory, loving parents Jan and Gordon and her supportive sister Anna. Please consider helping them cover the enormous cost of Sarah’s recent medical care and to provide for other arrangements by donating. Your support in their greatest time of need will be gratefully appreciated and forever remembered. We encourage you to share this link with others who have been touched by Sarah.

This is a fund to honor Sarah Burke. This fund will be used for Sarah’s outstanding medical costs and related expenses.
http://www.giveforward.com/sarahburke

Sarah Burke