• Issues:
• #21
• #20
• #19
• #18
• #17
• #16
• #15
• #14
• #13
• #12
• #11
• #10
• #9

Sunshine Teens: how this generation of can-do kids are changing our world

For the last half-century, rebellion, angst and irresponsibility have epitomised teen culture, but unlike their older siblings, the Sunshine Teens, born post-1984, are not at odds with the world - they are politically motivated and value study and family. US teens also spend $160bn annually and influence $800bn of adult spending. This unprecendented spending power may not last, with falling European and Japanese birth rates and the current downsizing trend.

Sunshine Teens like brands, but remain cynical about advertising. Growing up with new technology (mobiles, SMS, blogs, internet), they communicate globally, building networks.

The greatest difference is they have grown up in a time of uncertainty (see Viewpoint #9). A recent UN survey showed 50% felt they would die in a less happy world. Possible future problems include an ageing Europe and Japan (unlike the US, where immigrants are reproducing faster than native-born Americans); financing parents’ pensions; immigration; divided North/South world; and environmental problems. Often condemned for their sex, alcohol, drugs and celebrity obsessions, what have is personality, social buoyancy and integrity, discussed in this issue.