Lowdown: Understanding today's youth

Companies are always trying to get into the heads of today's youth, which remains a key audience for their branding efforts.

Companies are always trying to get into the heads of today's youth, which remains a key audience for their branding efforts. McCann Worldgroup recently surveyed 7,000 young people from all over the world to discover what motivates them.

These findings list the top five values young people seek in their friends, which can help inform brands about how to behave in a social context, and the top eight ways in which they want to be remembered.

Source: “The Truth About Youth” study by McCann Worldgroup. The survey was released in May 2011.

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