McCann Worldgroup study: The Truth About Youth
This has some worthwhile insights into what 16 - 30 year olds care about these days. The McCann Worldgroup asked - "What motivates young people around the world today? Money? Fame? Justice? What makes them different from every generation that has come before?" In summary they found that young people consider Technology as a fifth (sic) sense and they expect brands in social arenas to be like their friends - Humble, Mature, Sociable, Genuine and Truthful. They are motivated by Authenticity and they are re-imagining the concept of Justice.