¡°Nothing about us without us¡± has long been a battle cry for activist groups fighting for respect, from civil and gay rights to neighborhood development and people with physical and mental health issues.
  Their logic was that they needed to be involved in decisions affecting them in order for policies to be effective.
  Phillip Raskin
Market Leader
Burson-Marsteller Korea
 
Reaching Out to Youth Requires ¡¦ Youth
¡°Nothing about us without us¡± has long been a battle cry for activist groups fighting for respect, from civil and gay rights to neighborhood development and people with physical and mental health issues. Their logic was that they needed to be involved in decisions affecting them in order for policies to be effective.

While perhaps not nearly as compelling from a societal standpoint, much of the same could be said about today¡¯s youth, especially in terms of marketing. Umpteen hours have been spent dissecting the finer points of our digital age, but one of the simplest truths is this: because of it, youth are no longer the objects but the creators of and participants in their own outreach.

It is perhaps quite logical - for people under 20, digital is an eternal truth. Many of them have been around computers, CDs, DVDs, mobile phones and videogames their entire lives. They are not just ¡°comfortable¡± with technology - it is an essential part of who they are and how they interact with others and the world around them. And they would be completely different without it.


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