Media Magazine, “Paradox of Teen Market Still Tripping Up Teen Marketers”, April 28th, 2000.

[Quote Excerpt]

Being a teen, then, was like being a marketer, he noted, because youngsters felt that image was all important because "image shows who you are".  

But Mr. Dodds stressed that while Western individualism meant standing out from society, in Asia, it meant standing out within society.

 "Asian teenagers are rebellious, but they seek approval from their closest friends.  This means that they seek to be different from the masses from within a safety zone."

©2007 Brandthropology, Inc. All rights reserved.