Here's what I've learned from 2 weeks spent connecting with 5 focus groups.
Teenagers already don't give a damn about your brand.
The next generation are pre-disposed to have absolutely zero interest in what you're selling. Why? Because they've been sold to through an ever increasing number of apps since they were old enough to lift a rectangular slab of glass.
They're not just being sold to by you. They're being sold to by their friends, who want their reactions and their time and their attention. They're being sold to by their own generational cultural leaders.
So what does that mean for you? It means that when you communicate with the next generation, you're going to be dealing with a hostile audience. And you're going to have to try a hell of a lot harder.
The way they communicate is always going to be ahead of the way you communicate.
They're native to this. They design the way the products we design are used.
If you're not finding ways to actually engage them in a conversation through which you can learn more than how to squeeze them for a dime, you're old news.