Teens Today, Young Adults in 2020

The future and sustainability of many companies will depend to a great extent on teenagers¿ behavior and attitudes toward consumption. As such, getting to know this key group now will pay off in the long term when they become young adults. Based on the latest findings of an international study of teenagers across eight countries, the author anticipates some of the main consumption patterns that will affect the business world in 2020. In particular, he notes that the center of gravity for the global economy is shifting away from developed economies and toward emerging markets, where the new wealth being generated is giving rise to an aspirational middle class with very different demands and needs. He suggests some specific ways in which educators, public policy makers and companies alike can successfully manage the new business landscape.