Tuesday, April 18, 2006

New ‘Millenials’ Generation Looking For The Medium, Not The Message

ALEXANDRIA, Va. (Wireless Flash - FlashNews) – Still talkin’ ‘bout your generation? Well, a new generation hears you, but they ain’t listenin’ – or, more to the point, they ain’t buying it.

This according to William Strauss, co-author of Millenials And The Pop Culture (LifeCourse Associates).

Strauss says there’s a huge gap between those who market today’s pop culture – which he calls the “entertainment industrial complex” – and the teens and young adults born after 1982 who make up that elusive demographic.

In Strauss’ words: “Back in the 1960s, there was much more made about the creative side of, and the creators behind, pop culture.”

Strauss adds that today’s “Millenials” generation prefers spending money on “user-based” content, such as video games and web-based products. To them, the old star system is OUT.

According to Strauss, whereas Baby Boomers and Gen Xers were more taken by icons like Jim Morrison, Madonna, Tom Hanks, Kurt Cobain and Jon Stewart, these new Millenials are less enamored of their own “stars,” like Kelly Clarkson, Scarlett Johansson and Frankie Muniz – and their lack of spending on movies and music starring these performers reflects that.

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