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"Like other Americans, I think young people are still coming to terms with the impact Sept. 11 is having on their lives. ... But what we also know about the `Millennial Generation' is that this is not a passive group. They're not afraid to band together, get involved and take action in order to impart change. ... The message we're getting from listeners is incredibly clear: For kids today, it's cool to care.

"Key for marketers ... will be understanding those changes that are permanent and those that are temporary. If this trend in youth activism continues, for example, then kid consumers will be more likely to support companies that align themselves with pro-social causes."

-Jim Pastor, VP-sales and marketing, Radio Disney

"It's like the end of an era. Sugary pop is on the way out.

"Their world is different. The environment is different. Now they are thinking, `My friends lost parents.' Or their parents lost jobs. The repercussions of the economy have come before their eyes."

-Atoosa Rubinstein, editor in chief, CosmoGirl

"I think probably the most notable thing for us was kids' desire for business as usual after their world was rocked by Sept. 11. I think kids probably more quickly wanted to get back to normal, and one of the things that parents said to us through the rest of the fall was `Thank you for being there, steady and consistent.' ... As far as I can tell in the kids world things are pretty [much back to] normal. I think it will be as it was before."

- Cyma Zarghami, exec VP-general manager, Nickelodeon

"America's youth ... continue to be active consumers of all things media. ... Sept. 11 only served to heighten their desire to stay informed and involved. ... Marketers should have exposure in many different channels with a consistent, yet targeted message."

- Matthew Diamond, chairman-CEO, Alloy

"While privacy will continue to resonate as a national issue, teens have been comfortable telling marketers who they are and what they want for several years via the Internet. They [know] the implications: targeted advertising and specific product offerings with greater personal relevance. ... Attempts to cash in on the tragedy through overly sappy or patriotic messages will result in the typical backlash that occurs when young people think that marketers are trying to dupe them."

- Dan Pelson, chairman-CEO, Bolt

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