They're No Fools, Those Kids

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

It would be nice to think that innocent youth is unsullied by the money mania of the adult world. As with so many things that would be nice, though, this one is contradicted by the empirical data. In the latest Roper Youth Report, kids age 8-17 were asked what they fantasize about. The top answer, given by 56 percent, was “being rich.” That’s down from the 65 percent who gave this response in 1995. At the same time, the number who fantasize about “helping others” has risen from 26 percent in 1995 to 37 percent in the new survey.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in