Changing attitudes of European youth

Reports a survey by GfK Ad Hoc Worldwide on new trends in youth culture and language; this shows a new generation of youngsters, dubbed Generation Search, which is searching for more meaning in life, and has different expectations of brands and advertising. Outlines these attitude changes in relation to femininity and masculinity (notably a general preference in both sexes for the “planet of femininity“); the world of the media and interconnection; multiculturalism; the importance of brands; what makes good advertising (humour, naturalness, openness, harmony, aesthetics, provocativeness, and vision marketing); and the social role of companies.