I ran across this brilliant post by youth branding and marketing guru Dan Pankraz (you are reading his blog and following him on Twitter aren't you?) last night and it really hit the nail on the head.
You really must read the whole post, but this paragraph in particular seemed like a good book end to what we heard from folks like Josh Shipp, Disney.com, mtvU and Don Tapscott at the 2009 Ypulse Youth Marketing Mashup last week in San Francisco.
"The fundamental emotional need of youth is and always will be BELONGING. Itâs hardwired from birth, a primal need to belong to a community, to a tribe. Itâs a fundamental form of self expression that is at the core of the human psyche. The growth of social media has turbo charged young peoples ability to connect and be part of global tribes.
Spot on Dan, spot on!