hey grandpa' magazine

15
an iris Worldwide & Ruby Pseudo project Global Youth, In eir Own Words.

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With 3 billion 15 to 24-year-olds worldwide, youth culture is constantly evolving and is more global, connected, empowered and dynamic than ever before. So it’s not enough to assume that we know what’s going on. Instead we thought we’d let them tell us want they really think, in their own words – directly on a blog site. Heygrandpablog.com is part of iris’ commitment to youth insight.

TRANSCRIPT

Page 1: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 2: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 3: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 4: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 5: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 6: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 7: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 8: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 9: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 10: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 11: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 12: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 13: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 14: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong

Page 15: Hey Grandpa' Magazine

an iris Worldwide & Ruby Pseudo project

Global Youth, In �eir Own Words.

Page

1

Look away for a second,and the youth market has changed.

iris thought it was time to get back inside their heads.So we got in touch with some of the most creative,

articulate and influential kids aroundthe world and had a conversation.

But this was no focus group.

No moderator with a flip-chart and a head full of presumptions fishing for the ‘right’ answers. Instead, we got the kids to inspire each other,

sharing links, videos and photos,all pouring into one big blog.

All on their turf and their terms.

You might call them ‘opinion-forming youth’,‘hyper-connected youth’, ‘pioneer youth’

– or some other marketing words that make them laugh.Here’s a glimpse of the way they think and behave.

Raw and un-edited -- straight from the source.

WHAT’STHIS

ALL ABOUT?

Page

2

Because youth culture is more global, more connected,more empowered and more sophisticated than ever before. Because, if as marketers we want to engage and not enrage, we’ve got to work harder than ever to get under their skin.

Because there are lots of niche youth products out there,but 3 billion kids worldwide is not a niche market. Because they’re active, willing and able consumers.

Because they are highly influential in all the categoriesthat interest them.

WHY WEBOTHERED

Page

3

1 blog | 270 blog posts

1 delicious account | loads of links

1 questionnaire per kid | 53,000 words in the questionnaires alone

HOW WE DID IT

Images | Words | Quotes | Desk Research | Goosebumps

Page

4

So far we’ve involved over 200 kids,all aged between 15 and 24, from a number of cities

around the world where youth culture is particularly vibrant.

These cities included Amsterdam, Bucharest, London, Paris, New York, Tokyo and Shanghai. But it’s growing all the time.

In many ways these kids are typical,but none of them are average...

WHOTOOK PART?

Page

5

They are ALWAYS ON THE MOVE – taking your message with them.

They are PROPAGATORS – picking your message up to pass along.

They have WIDE, SOCIAL SPECTRUMS – they’ll tell everyone.

They’re JUDGES – if it doesn’t appeal to them, it may not appeal to many.

They’re SALESMEN, CONNECTORS AND MAVENS – Tipping Point Teens who know who to tell.

And, they’re KIDS. Clever, creative, curIous kids.Who better to ask and engage?

WE FOCUSED ONTHE INFLUENTIALS

Page

6

WHO WEWORKED WITH

Alina17-year-old, blogger, Bucharest

‘I'm addicted to music...I listen to music wheni wake up when i go to work, at work, in road

to home, in the car...’

Pieter15-year-old, student & blogger, Wareham‘Friends are more than just people you care about.They are a real big source of inspiration.’

Joby18-year-old, BDH producer, London‘Train travel is my favorite. You always meetgood people on the underground I just wishit was called the London metro.’

Alex21-year-old, journalism student, NYC

‘I’m never satisfied and alwaysready for the next thing’

G19-years-old, skateboarder, Shanghai

‘You have motivation only whenyou are doing something you like.’

Page

7

WHO WEWORKED WITHLibby 16-year-old, event organiser, London

“One of my philosophies is not to have any expectations. Surprises are so much more fun ...”

Matt 16-year-old, musician, NYC

“I learn so much from the bands around me.”

Xu 18-year-old, blogger, Shanghai

“I used to paint Nike’s logo in the front of my school uniform with a black pen. Actually some people believed it and asked how to make an order.”

Sophia 15-year-old, music scenester, NYC

“It’s a maturity thing. I put on 300-person shows (you know DIY Brooklyn stuff) but also like to sit and write and read and stuff…”

Page

8

KIDS

& TE

CHNO

LOGY

Joby Joby, 18-year-old, BDH producer, London

WHAT THEYSAID...

My phone Is vital to me for many reasons but one most of all.When I leave my house I hardly ever know what I'm actuallygoing to do. I have a rough idea but I rarely have an exact planso my phone allows me to coordinate my movements and planswith that of all my friends.

I don't really do much calling people but I text a lot and mostly usemy phone to get calls and find out about events from a network of friends predominantly in and around London.

I also use the camera regularly to remember places and road namesI usually forget things so I take pictures of road names and attacha small catch phrase or tag line as an explanation.

The one thing I do with my phone which I guess not many peopledo with theirs is that I use the record function some times to record hooks or melodies for songs because sometimes when I'm walking around I'll get an idea or a bit of inspiration so I can just voice it straight into my phone so the record function is important to me.

I wish the listening bit or speaker on my phone was louder or could directly target my ear because when Im in a club, or a party, or baror something i can't really hear what people are saying. I also wishthat the predictive text could learn and was built on words that i usually use so it can adapt to anyone’s speech patterns.

KIDS & THEIR STYLE

Page

9

WHAT THEYSAID...

Jonathan 20-year-old, writer, NYC

Despite leaning towards the classic, I am always drawnto the strange and brilliant. There’s a sweater I’ve had my eye on for a while that looks like it’s covered in butterfly wings. It’s the kind of thing that I almost can’t imagine wearing, but I love it.

Chakra 16-year-old, student, Amsterdam

I don’t have one style, but a lot of styles…

Constantly diversify and eliminate at the same time, and love every minute of it.

Ai 17-year-old, film director, Beijing

I am out of control with my style. I like highly stylized clothes,I love to be grungy but really high fashion about it. I also love contrast. I wear dark colors and dye my hair dark because I’m so pale. I love to look frail, dainty, and tough all at once.

Sophia 15-year-old, music scenester, NYC

I like to wear stuff from other styles, like deck shoes from my Grandad, and my mum’s plaid shirts and old Barbour jackets -they’re my new thing and everyone keeps asking me where to get one. I also love extravagant jewellery, and big chains like that old Grand Master Flash thing…

Joby 18-year-old, BDH producer, London

KIDS & THEIR SPACE

Page

10

WHAT THEYSAID...

JOBY 18-year-old, BDH producer, London

My room is my studio, my walk in closet, my designing area for all the clothes I make and a space I use to mix and produce other peoples music and remixes.

The funny thing is that there’s actually too much stuff to sleep in it, what with computer, keyboards, synths, electronic drums, mixer and decks and mountains and mountains of clothes.There are also sketches and drawings everywhere, they’re not very good but they help me to visualise what I’m doing.

KIDS & BRANDING

Page

11

WHAT THEYSAID...

I loooooooooooooove them! When you can't find anything to put on,you go to converse :D

ALINA on Converse,17-year-old, blogger, Bucharest

Page

12

Page

13

We hope you enjoyed this sneaky peek at the youth market.

If you’re left thinking “what does this mean for my brand?”or maybe “how do I connect with an audience that takes pride

in ignoring, or subverting, marketing messages?”,then we’d love to take you through our 10 strategic imperatives

or ‘Teen Commandments’.

Just drop us a line on the number below.In the meantime, you may want to explore the blog to see what

our kids are currently talking about at:

Thanks for reading. Bye for now.

Caroline Daniels 0207 654 7880

[email protected]

www.heygrandpablog.com

an iris Worldwide & Ruby Pseudo project

www.heygrandpablog.com

With special thanks to:

Jen, Rosie, Tarik & the Ruby Pseudo team.

Ai, Alex, Alina, Allan, Ashley, Chakra, Coco, Diane, G , Isa, Jada, Joby, Jonathan, Julia,

Laureline, Leia, Libby, Matt, Naheem, Pieter, Seye, Sophia, XU Haojie & Zhang Bohong