It remains to be seen what records explore

They grew up in the era of the Internet and are permanently changing the use of a tool that they are appropriate. A good reason for brands to consider the expectations of these "digital natives" from 15 to 25 years, on which the Agency SixandCo addressed. Because, if adolescence has always been a narcissistic period, Internet was not arranged. With the need to claim online and who one is. "Today, is favoured however strong, authentic, or even useful links, to the excessive accumulations which had been previously available when it is to display the largest number of friends, including Facebook," said Florence Hermelin, Director General Assistant of SixandCo (full six group).

But, even for the generation born with a computer at hand, controlling her image on the canvas is complex. That is what coach for structuring its network of friends and knowledge. Or that a German site entitled Checkyourimage.de proposes, against coin of the realm, to submit your profile and photo to unknown 50 to check what others may think of you! "Internet increases the level of anxiety of young people, particularly because messages can be quite severe, with a race to the provocation." They do feel so not always comfortable, note Florence Hermelin, who found that 44 of this age group is afraid to see his devious identity on the Web. This is a phenomenon that brands should take into account by searching for the correctness of the speech.

Second chance

The dictatorship of the snapshot adds to the pressure. Six young people in ten State thus making more and more attention to what they write. With the need to be consistently funny and create the surprise. A need also for more on the dip. This generation, who knows all about the value of which is free, is that they amusent it and facilitate its daily. Brands have already started to do so. A just title. The public is very prescriber. And SixandCo, two thirds of the claws consumed in adolescence continue to be in adulthood.

It remains to be seen what records explore. Every two or three months, a new phenomenon is indeed presented as a major on the Internet. A mark must follow all modes or rather has interest to wait, even if being exceeded Florence Hermelin pleads for the multiplication of the grids of reading provided the public demanding and mobile, maintains a report of detestation fascination with consumption. She advocates angles of attack both the generalist and affinities. All going very quickly online, she believes that businesses can explore different tracks because, if certaines do not work, they always have a second chance.

On a participatory approach allowing consumers the opportunity to speak, even to enter more forward in the process of innovation, it became an expected base among this population. Even if they do use it. But everything is a question of determination. Station to the boomerang effect. Because the younger generation is quick to ask what it is used to purchase a mark asking too many questions and giving the feeling of not knowing where it is.