The Smarts of the Next Generation
Today’s College Student Sports a New Face and More Power
By J. Walker Smith
Today’s 15 million undergraduates are nothing like the generations before them. Not that young people have ever been just like their parents, but the differences today are more profoundthree differences in particular: a self-inventive sense of empowerment; a culture and demography of multiracialism and multiethnicity; and a new position of command and influence in the buying decisions of all consumers.
Mainstream marketers can’t ignore college students just because they aren’t yet on their radar screens as the kind of young and middle-aged householders who have long been the traditional underpinning of the consumer economy.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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