All Eyes Zero In on Tomorrow's Teens

INVASION OF THE "OH OH" TEENS
As we plan for the new century, park and recreators will be dealing with four different and quite distinct generations: Teens, Gen Xers, Boomers, and Older Americans. Trend Watch helps you chart this course by introducing you to tomorrow's teens. 'Oh Oh" refers to children who will become teenagers in the years 2001, 2002, etc. After 15 years of decline, the teenage population in the United States started to rebound in 1992 and will peak at 30 million teens in about ten years. The "Oh Oh" designation also suggests potential trouble spots for this group due to the pervasiveness of violence, drugs, AIDS, etc. So, what do we know about this generation?

They won't look like the Cleavers-- The divorce rate coupled with the number of children born to single mothers leaves Ward and June in the past. When you combine this with the number of mothers with children under 18 years of age in the work force, you realize that after-school milk and cookies served by a parent is unlikely.

They won't be the same as one another-- The baby boomer teen culture was a white one. That picture is changing. The largest growth in this next teen boom will be among Hispanic teenagers who, by 2008, will outnumber African-American teenagers.

They will be the focus of adult time and attention-- President Clinton has called for funding for after-school programs. Several states across the country have changed laws related to teen driving to provide more direction and protection for this age group. After the "near-neglect" of Gen X, parents and society in general are turning their attention to the well-being of this new group of teens who are growing up in an era of AIDS, violence and drugs.

They will be a much more connected yet individualized generation (simultaneously)-- The 1997 Kids Report from Jupiter Communications predicted that about half of the 13-to 17-year-olds in the United States will be Netsurfers by 2002. This dramatic change in how they perceive the world, receive information, make friends and consider choices will affect all of us. Technology leads to more individualized choices and expectations in the marketplace as well as new definitions of "connected" (The Boston Globe, 4/28/98)

GROWING YOUR OWN
The U.S. Soccer Federation is spending approximately $50 million as part of Project 2010 sponsored by Nike. The program involves recruiting and training young players with the ultimate goal of winning the World Cup by 2010. (USA Today, 5/29/98)

Concerned that children are no longer attracted to stamp collecting as a hobby, the U.S. Postal Service will spend approximately $100 million on "Celebrate the Century," 150 stamps including comic book characters that celebrate the accomplishments of the 20th century. They are also creating instructional kits for schools to incorporate the stamps into learning activities. (Washington Post, 5/98)

PATTERNS & PREFERENCES
Getting away on vacation is tougher than ever. A May 1998 survey by AT&T found that nearly one in three workers returns business phone calls while on vacation.

Roper Starch Worldwide surveyed 500 children ages 10 to 13 and 500 of their parents for Philips Consumer Communications and found that sometimes these two groups are not on the same wavelength. Forty-six percent of children and 27% of their parents report talking less than 30 minutes a day with each other. Parents indicated that they thought fun (82%), friends (72%) and their appearance (60%) were their children's highest priorities. Children reported that they are concerned about the future (87%), schoolwork (83%) and family matters (72%).

PLANTING SEEDS
What do cereals, soft drinks, automobiles and sports leagues have in common? They are all in the business of planting. They have directed their resources toward growing a new group of customers, participants or fans. As you begin to plan fall programs and classes, review the kinds of seeds you want to plant in the lives of the children. Kids who grow with a steady diet of television, videos, and computers don't just turn into adults who are physically active and involved in the community.

ELLEN L. O'SULLIVAN Ph.D, CLP
is the president of Leisure Lifestyle Consulting of Glastonbury,Conn., specializing in support for the service industry in reaching and retaining customers through leisure experiences and lifestyle connections. Comments or suggestions about the column can be made by contacting her at 860.633 3652 or ellenosull@aol.com.