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April 2007 - Strategy Magazine
Youth report

TeenSpace
The ruminations, media loves and brand loyalties of the Canadian teen

With all the chatter about the power of the consumer and content hijacking, strategy is finally giving in. For this month's special report, we're surrendering all editorial control.

The content providers? Teens, of course. Who better to take the reins than the arbiters of cool whose love of brands, buying power and life-long loyalty is the aspiration of most marketers?

Meet Eric, 17; Sarah, 13; and Jillian, 15 from Ontario, Nova Scotia and British Columbia respectively. These teens, recruited with the collaboration of

Toronto-based Youthography, shared everything from which brands they seek out and their media habits, to their fears and dreams for the future.

Welcome to three days in the life of a teen.

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