The Teens They Are A-Changin'
Jim LiebeltJim Liebelt's Blog
- 2015 Jul 24
*The following is excerpted from an online article from MediaPost.
One of the easiest traps to fall into when thinking about teens is to think back to your own teen years for guidance or inspiration. Those halcyon days of yesteryear may be wonderful to reflect on and reminisce about with friends but, trust me, they aren’t going to help you understand the current crop of teens. Why? Because the teen experience changes all the time.
There are some very obvious things that have changed from one generation to the next. Technology, clearly, has changed a lot. Mobile, which has completely redefined our world, is less than a decade old. The Internet as a popular medium is less than 25 years old. Tech will continue to race ahead but think about other some of the other, more subtle changes. The media mix, for example, or going to the movies, or getting together with friends. All of these things have changed in ways that reframe the teen experience.
Here are a few representative examples of how life as a teen has changed.
- Driving The Insurance Institute for Highway Safety found that, in 1996, 85% of high school seniors had their driver’s license. According to AAA, in 2014, only 54% of teens get their license by the time they are 18. The freedom of the open road just isn’t what it was. In part, the drop in driving rates is attributed to the recession; but many teens also report not needing to drive.
- Summer employment In 1994, almost 55% of teens had summer jobs. Today that number is just under 35%. That’s a pretty big drop and one that impacts not only teen income but also the amount of idle time available to kids, and you know what they say about idle hands ...
- Marijuana use In 1996, the National Institute of Drug Abuse reported that 49.6% of high school seniors had used marijuana. In 2013, 41.3% of all high school students reported having smoked marijuana. This gradual decline is seen in virtually all substance categories. Cigarette smoking, for example, was reported by 65% of high school seniors in 1996 but by 2013 only 41% of high school students had ever even tried a cigarette.
These changes, occurring over the span of 20 years or more, make it critical to remove your memories from the way you think about teens. Asking teens directly may net some useful insights but perhaps the most effective approach for understanding teens is to observe and engage with them in their natural habitats.