Gifts and Tablewares Oct 23, 2003
"Liberteens" Forecast to be Most Influential Consumer Group in History

Nicki Gondell, the principal of Trend House, reports that recent research conducted by her company for a major consumer electronics manufacturer, revealed that Liberteens, the younger half of Gen-Y, are forecast to be the largest, most influential consumer group in history and that they have significantly different attitudes than the older half (college/post-college) of the cohort.

Gondell explains that Liberteens, Gen Yer's between the ages of 12 and 18, are "confident, empowered and optimistic teenagers" who share traditional values, and wield plenty of power in the home and marketplace. Surveys show that they are deeply involved in family purchases, from groceries to cars.

Thank to over indulgence and part-time jobs, she says, they have much more disposable income. Their parents encourage them to be independent and free-thinking, which allows them to choose what they want to own, and to buy it themselves. Their tastes and "fickle and frenzied." They often seek the latest, greatest thing, but are more influenced by their peers than by national advertising campaigns.They view technology as a routine part of life.

In addition, Gondell shares the following insights into the Liberteen psyche:

1. Simple Pleasures Return: This is the most over-pressured, over-scheduled generation ever. As a backlash to these pressures, researchers are seeing a return to simple neo-traditional pastimes like bowling, dancing, cooking and
knitting, activities which are appearing on top ten lists. Likewise, "b.s"-free brands appeal to this group.

2. Freedom Time: They value their free time, and their highest priority is spending it with their friends. Another freedom tool: a car.

3. Fun and Function: Movable workstations enable mobility and portability within the home base. According to Motorola, kids use technology more than their parents to increase mobility and become part of the electronics society. Internet usuage is a "seamlessly integrated component of their social lives." Studies show that boys are more likely to have a computer in their rooms, while girls are more likely to have cell phones. Boys use computers to surf the Web for information and to play games; girls use their computers to communicate with friends.

4. The Real World: This generation has grown up with computer animation, video games, "reality" TV, virtual reality, shock jocks, TV tell-alls and advanced cinematic special effects, overwhelming the senses and blurring the lines between reality and fiction. Despite this surreal backdrop, Gen Y's have a distinctly practical and pragmatic worldview. According to a study by Northwestern Mutual Life Insurance Company, at 18 they already have a five-year plan, and are looking at how to balance their work/family commitments. The concept of "genuine" is very important to them.

5. Friendship: This group is greatly influenced by peer opinion. They respond better to "hallway buzz" than to marketing campaigns. And hallway buzz can be disseminated very quickly via the Internet. Trying to tape into this grass roots approach, many mass marketers have taken to hiring "street teams" or groups of young people who hang out in clubs, parks and malls talking to teens to try to pick up on trends as soon as they emerge. Following the lead of underground rock bands, some have taken to "wild postings," tacking up ad posters on street corners and construction sites. Now it's become harder and harder for underground movements to "keep it real" before being appropriated by the mainstream.

6. Emotional Connections: Liberteens seek close emotional connections with friends and family. A recent study showed that most teenagers rank "good friends" and "relationships with family" as the top indicators of success, well above money or career. While peer approval is important, studies show that parent approval is also very important.

7. Trunk Show: Developing an emotional connection to products is facilitated by anthropomorphic design.

8. Tech Connections: Kids are now using technology to do the same things kids have always done. They are using text messaging in class because it is easier than passing notes. But the conversations they're having: what to wear, who they met, what's on TV, are the same.

9. Mini Me: Donald Wisniewski, president of youth-focused Cybiko Inc., says that putting colorful faceplates on adult-focused PDAs isn't enough to attract a young consumer. Cybiko's research showed that kids want a hand-held device that allows them to send instant messages, email, play interactive games and organize.

10. "Born Clicking": Today's kids are growing up without fear of technology. When presented with a new technology, few stop to read the manual; they simply start punching buttons till they figure it out. One interesting study showed that Indian children who had never before seen a computer were surfing the Internet within eight minutes.

11. Equality Time: This is an equal opportunity empowerment generation. This can be attributed to the shift in the way that boys and girls are schooled: sports are encouraged for both sexes, as are math and science. There's more perceived equality between the sexes from an earlier age. Additionally, most teens are raised in dual-income homes where both parents are actively involved in earning money and raising the family.

12. A Boy's Life: The all-persuasive "girls rule, boys drool" movement has left boys feeling a little confused, with no real clear gender definition and a sense that they can only get attention by negative conduct. The implications for future generations of boys may revert to more traditional male roles and behaviour without more positive reinforcement.

13. Healthy Outlooks: The popularity of yoga and flavored waters fits the Liberteens' desire to be happy and well adjusted. A recent survey showed 80 percent are optimistic that "things will be OK" and 89 percent believe that their generation will be "happy and successful despite recent events."

14. Cheap and Cheerful: According to Milan-based industrial designer Jerszy Seymor, "The future of design is going to be furry, furious and fun. It will be a tool of love, a superhero ready to do battle for good and evil. It will ask why it exists and what its purpose in life is. It will stick its middle finger up, run through the woods naked, and save the world."

15. Lifestyle Board: Because Liberteens are under an extreme amount of pressure to succeed, they greatly value their freedom and free time. They are being groomed for success from an early age, and have been instilled with the confidence to believe they will be successful if they prepare and work hard. Their great cultural diversity and gender equality has fostered an inclusive, team-oriented perspective.

16. Sensuality Board: Liberteens are drawn to sporty, androgynous design. Novel and witty design with an element of the unusual or unexpected gets their attention. They are a perfect audience for innovations in synthetic materials and basic materials turned upside down: flexible ceramics, foamed metals, and conductive light-emitting plastics.

Trend House (www.trendhouseinc.com) specializes in forecasting and reporting of trends for the apparel and home furnishings market. In addition to its customized research area, it has formed partnerships with some of Europe's leading trend forecasting publishers to provide our clients with reliable, seasonal trend direction. One of its publishers, Carlin International offers publications geared specifically to the kids/tween/juniors markets. It counts many leading US tween manufacturers and retailers as its clients (Kids R Us, Kids Headquarters, Childrens Apparel Network, Squeeze, Heyman, Happy Kids, Fleet Street, Mudd, etc.)