Why Youth is a Commodity You Need to Own
The following is an excerpt from the upcoming book YouthNation: Building Remarkable Brands in a Youth-Driven Culture, the first book by Matt Britton out April 20th and available now for pre-order. You can learn more about the book by heading to http://youthnation.net/
We live in an incredibly inspiring and hopeful time in the history of the United States. Despite the persistent ongoing fears of economic uncertainty, terrorism, and increased global competition, the United States is still in the driver’s seat of the engine of the universe. Unlike in generations past though where America was able to impose its will with brute force and strength, today our continued ability to persevere rests largely on its intuition and understanding of what lies ahead. Our imperative now is to deliver the innovations today that meet the needs of tomorrow.
It is within the relentless naivety of American millennials that our greatest inventions and linchpins of global competitiveness are now being born. Google, Facebook, YouTube, and Twitter were all first conceived by young and inspired thinkers who were able to see what was next. Where would our nation be if we couldn’t call these innovations our own?
Right now, there is no industry that is immune to the disruptions posed by the forces of technology, automation, globalization, and big data. It is indeed YouthNation that is best set-up to transform these disruptions into opportunities. The hardwiring of young brains during the digital era has created a path for intuitive thinking that in some cases transcend the abilities of even the world’s most powerful corporations.
Whether you are a new college graduate entering the workforce, a small business owner struggling to get ahead, or a Global CMO faced with maintaining growth, you will need to manage the change occurring around you or it will manage you. Our world no longer top-down but bottom up; it is being changed on the sidewalks more than in the boardrooms. . For brands today, the old marketing models are over. The status quo is dead. The rapidly shifting marketplace requires businesses to be agile, connected, authentic, artful, meaningful, immersive, and socially responsible.
It is now more important than ever for business leaders to stay updated on the world around us. Believe it or not, even the most trivial trends being adopted by YouthNation can have a massive impact on your business, industry, and future. Keep an eye on popular technology and lifestyle blogs, use Twitter, talk to the young people around you and ask the hard questions to understand what is really happening
You are indeed empowered though, regardless of age, to take the imagination and reckless abandon of YouthNation and implement its way of thinking and core principles into your business. Youth can indeed be a state of mind. A state of mind that can be adopted by anyone that wants to take firm hold of the opportunities created by the technological advancement of our society and move boldly forward into the future.
- March 10, 2015