GroupM Agencies Publish Global Study on Teenagers, ‘A New Breed Of Super-Savvy Consumers’

Contrary to the overused Madison Avenue trope that contemporary teens are lazy, entitled “Millennials,” a new global study from three GroupM media agencies finds the current youth population are the savviest and most socially aware teenage generation to date.

“Pragmatic, prudent, individual and aspirational,” the report from Mindshare, MediaCom and Wavemaker says of today’s teens, adding that they are actually a “new breed of super-savvy consumers” that brand marketers need to understand and talk to in new and different ways.

The report — which is the culmination of in-depth studies of more than 8,000 teenage (13-17) consumers from 18 countries — not surprisingly breaks these teenage cohorts down into seven new personality archetypes (see chart below) that differ fundamentally from previous generations.