Abstract:

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.