In early 2010, Euro RSCG Worldwide PR, North America, launched The Sisterhood. The award-winning initiative—by, for and about teen girls—is an offshoot of research the agency did on teens and their habits and wants as consumers and communicators. Agency President Marian Salzman has been working in teen marketing for two decades and uses the depth of all this expertise to decipher what's new and next for teens, a group she calls "cultural agents of change for the future."
Salzman is also known across industries for her annual analytical take on a dozen business and social trends that she believes will become prominent in the coming 12 months. This year, her report dug deep into 11 trends, from people doing more with their own hands to mycasting (the new broadcasting, in which individuals curate their own interactive content; teens especially use this to announce their worldviews).
This year, she also forecasts five teen trends. The recent past has been about "going green," but Salzman predicts a movement of "going teen."
- The Young, at Heart. Reaching the elusive and ever-changing youth market can still be a challenge, but companies across the globe are trying to solve the puzzle.
- Young Again. Youthful consumers wield great power (as evidenced by the multitudes of brand campaigns targeting them), but they should be urged to exercise that power responsibly.
- High on Wi-Fi. Across the globe, millennials need Wi-Fi—as this always-connected generation grows ever more mobile.
- The Bully Pulpit. Cyberbullying is a growing problem around the world—and despite more attention to the issue, it will get worse before it gets better.
- Learning Without Borders. In the never-ending battle to improve education and prepare today's youth to compete in a challenging global economy, online learning is getting more attention—from educators and wealthy donors alike.
"We're seeing a growing concern among teens with the state of the world, which will manifest itself in diverse ways: carpooling, searching for coupons, donating hand-me-downs and trying to improve the planet with their purchases," said Salzman. "This group has grown up connected and social, and that is evident whenever we look at how they insert themselves into the worlds of commerce and consciousness."
And for the first time as head of ERWW PR, Salzman has created a "Hot/Not" list for teen culture, naming her "Hot 30" people, places and things for 2011. "Teenage girls are great creators of fads and trends. They are the ultimate trend spreaders," Salzman said. "Marketers—and businesspeople in general—who can understand what they like will be able to open up opportunities for innovating and transforming brands and businesses."
HOT
Fashion
- Big watches
- Over-the-shoulder bags
- Long necklaces
- Hoop earrings
- Bangles
- Midwaist belts
- Sheer tops with a bandeau
- Colored pumps
- One-shoulder dresses
- Combat and knee-high boots
- Jeggings
- Oversize sweaters
- Lacy tops
- Leg warmers (think Flashdance)
- High-waisted skirts
- Oversize collared shirts
- TOMS shoes (a company that does good)
Beauty
- Fishtail braids
- Moroccan oil
- Middle parts
- Tight/sleek ponytails
- Finger waves
- Messy buns
- Silky long hair
- Shimmery bronzer
- Gray and navy nail polish
- Smoky eye makeup
General Culture
- Coupon hunting (thanks, Groupon!)
- Giving hand-me-downs and donations
- Balance
Teens are all about what's hot, but here are a dozen people and things that for them are not for 2011: Wii, Shape-up shoes, the Gap, colored leggings, clothes with fringe, Formspring, crimped hair, Lindsay Lohan, the Jonas Brothers, fur, button phones (they've got to be smart), Silly Bandz and spreading themselves thin.
