Dude, if you want to reach Gen Y teens these days, you’ve got to be, like, real. According to a 13 nation Teen Study by GenWorld, teens ignore marketing messages unless they are deemed authentic in voice and content. Teen opinion is driven by so-called 
Creatives these days, who don’t worry about external appearances, and are generally apathetic about brands. The values of these teens are driven by a desire for unique personal expression and connecting with like-minded peers. Teen personas are readily apparent in their websites, blogs, and online social networking profiles.
Marketing Blurb says all consumers, not just Gen Y, want authenticity in marketing, so advertisers need to get with the program, dude.
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