Smells like teen spirit
Asian youth in the aftermath of globalization

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Author(s): Madhumita Chakraborty
Collection: Qualitative 2011 - Embrace, inspire and celebrate!
Keywords: Trend Spotting /Watching, Ethnographic Research, Culture, Emerging Markets
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Members: EUR 12.00

For the generation born in this millennium, growing affluence, smaller family size and media proliferation has meant that Youth values today are very different from the past generation. Is the middle class Asian Youth today similar to his Western counterpart? Are these values similar across Asia - or do they differ in the more developed countries vs. the developing economies? Are we looking at a “common Teen spirit” across the globe or is it going “glocal”? This paper addresses these questions, and the implications of these societal changes for global marketers.



Date of publication: 13.11.2011
ISBN: 92-831-0255-X
Order Code: 59640_04
Number of pages: 16

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