My 14 year old neighbour was telling me on the weekend how much she dislikes garlic.
"How will you keep the vampires away, then?" I asked, a propos of nothing in particular.
"Why would you want to do that? Vampires are cool!" she responded incredulously. "I've watched the whole of the second series of Twilight." she added by way of explanation.
Now, when I was her age (which was not that long ago) vampires films definitely belonged on the shelf marked 'horror' in the local video store (OK, it was quite long ago). And the cold war had us all preoccupied with the threat of global thermonuclear warfare.
So now, vampires are cool, and it seems we're more worried about the threats of asymetric warfare and cyber-attacks. How the world has changed.
The relevance is, of course, that my neighbour is, or at the very least will shortly be, part of our target markets. But her consciousness is seeded with very different, almost opposite, notions to my own. How do we incorporate such different fundamental world-views into our product and marketing strategies?
I am sure that there are lots of other ideas which have been turned on their heads with the next generation. If you have any in mind, I'd love to hear about them in the comments below.