The first consumer insights study on youth culture and sustainability.

Label Networks releases new youth culture study, September 12, 2012—Los Angeles, CA

While today’s youth culture of 13-25-year-olds is undoubtedly the most tech-savvy generation in the world, they also represent a new generation of hope that grew-up with recycling and a broader awareness about the environment, global warming, nuclear threats, and humanitarian issues affecting their world. This demographic also offers a fresh set of eyes, attitudes, and opportunities to roadmap key solutions on creating engaging sustainability strategies for their future.

“We’ve been tracking a series of questions posed to America’s youth that had to do with their concerns about the environment, humanitarian issues, greenwashing, brand transparency, and thrift/vintage buying habits among many other top issues,” explains Tom Wallace, President of Label Networks, a leading global youth intelligence company and producers of the Study. “It’s evident that this marketplace is concerned, but also looking at the data it’s clear that brands, non-profits and industry leaders need to understand how this new generation thinks and acts on such topics in order to create relevant and viable sustainability plans for their future.”

Sustainability and the State of the Future Youth Culture Study provides insightful analysis gathered from Label Networks’ diverse data-acquisition sources from over 56 million young people age 13-25 years old from 2008 to 2012 on topics regarding how youth culture cares, buys, and acts on sustainability and the impact this will have in the future.

The Study also comes with an entire section devoted to the “State of Mind” of today’s youth marketplace, exploring their sense of Success, Hope, and Happiness which includes their DIY entrepreneurial spirit.

For example, when it comes to the environment 86.5% of the youth feel that it’s not too late to fix the environment; but 92% believe change will only come from themselves, not their leaders (teachers, politicians, celebrities, parents).

21.9% think the recession is getting better, which is highest among 21-25-year-olds, but skepticism peaks among 13-17-year-olds with higher percentages that say the recession is getting worse. There’s now a new demographic that has gone through their entire teens within this economic period of recession, creating the shadows of a new “savings” culture. This is redefining spending patterns, created new forms of “up-cycling”, changes in transportation habits, increase in wearable technology and more relevant sustainability practices.

To elevate the importance and impact of the “Sustainability and the State of the Future Youth Culture Study,” Label Networks has partnered with sustainability and youth market expert, Juli Schulz from Agents 99 Marketing, to further define key data points and to create a platform for engaging sustainability strategy. (

Key Topics in the Study include:

  • What concerns the youth market today?
  • How important is sustainability & environment for the youth?
  • Sports, outdoor activities and camps/parks use
  • Humanitarian, charity and social good popularity
  • How youth interact with charities
  • Greenwashing vs. brand transparency
  • What are the new spending patterns of youth (It’s changed a lot!)
  •  Youth purchasing influence in the household
  • How does youth culture consume media?
  • How are youth communicating?
  • The rise of thrift, reuse and vintage buying habits
  • The new fashion – electronics aka wearable technology
  • Future concerns including: Happiness, success, environment, family, education, jobs, economy, relationships, terrorism, war, personal looks and more

For more information and presentation opportunities about the “Sustainability and the State of the Future Youth Culture Studyplease contact Label Networks at; (323) 630-4000, or contact Juli Schulz,, (310) 351-1627.