This according to William Strauss, co-author of Millenials And The Pop Culture (LifeCourse Associates).
Strauss says theres a huge gap between those who market todays 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 todays 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.
(Contact numbers available only to subscribing media or trial media users. You can request samples at the Wireless Flash web site.)
Copyright © 2006 Wireless Flash News Inc. All rights reserved. Wireless Flash® and FlashNews® are registered trademarks of Wireless Flash News Inc.