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However, these days, their tastes, attitudes and motivations morph so frequently that keeping a finger on their pulse poses a serious challenge for most organizations.
Y&S doesn't follow what the most popular sneakers are, or what the favorite pop star might be at a given time. We focus on what drives young people at their core. Who are they as individuals? What makes them different? What inspires them? What do they aspire to do with their lives? That is what we track. It's all about the passion.
The following are examples of two particular research initiatives executed by Y&S and The Young Entrepreneurs Network (a subsidiary of Y&S Media Corp.):
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