Internet Filter and Parental Control Software Reviews
Free TechMission Safe Families We-Blocker Internet Filtering and Parental Controls Software
TechMission provides free Internet Filtering Software and Parental Controls to help protect children online. You can download the software by entering your E-mail address below.
Funding is available through the Microsoft subsidiary offices around the world. Decisions to fund organizations and projects are made every year in October.
Gifts in Kind International distributes millions worth of newly manufactured product donations and special pricing programs to qualified 501(c)(3) non-profit organizations – nearly $800 million in 2003!
Funding is available through the Bill and Melinda Gates Foundation for various categories, including global development projects. Please read the FAQ page for more information.
The foundation serves to ease some of the pain and suffering on the planet. It currently operates a national aid program in Ethiopia as well as programs for excluded youth in the U.S. and the U.K.
Carnegie Corporation of New York The grantmaker has identified the following area(s) of interest: Carnegie Scholars Program; Education; International Development; International Peace and Security; Partnership to Strengthen African Universities; Strengthening U.S. Democracy.
Awards fellowships to selected social entrepreneurs with seed funding of $100,000 annually for three years as well as technical support. The Foundation only awards six fellowships per year. The funds are specifically and solely for entrepreneurs starting new non-profit organizations that seek to solve existing social problems in innovative new ways.
Seed money and technical support are provided to social entrepreneurs starting innovative public service organizations and projects that seek to catalyze positive social change. Echoing Green invests in entrepreneurs' organizations and projects at an early stage, before most funders are willing to do so, and then provides them with support to help them grow beyond start-up.
Grants are made primarily within three broad categories: (1) asset building and community development; (2) knowledge, creativity, and freedom; and (3) peace and social justice. Local needs and priorities, within these subject areas, determine program activities in individual countries.
The Fund's programs are intended to develop leaders, strengthen institutions, engage citizens, build community, and foster partnerships that include government, business, and civil society. Respect for cultural diversity and ecological integrity pervades the Fund's activities.
The foundation was established by John D. Rockefeller, Sr. to "promote the well being" of humanity by addressing the root causes of serious problems. The foundation works internationally to expand opportunities for poor and vulnerable people and to help ensure that the benefits of globalization are shared more equitably.
The Weyerhaeuser Family Foundation supports programs of national and international significance that promote the welfare of human and natural resources. These efforts will enhance the creativity, strengths and skills already possessed by those in need and reinforce the sustaining processes inherent in nature.
First Fruit is a private foundation that provides grants to Christian ministries in the developing world in the areas of leadership development, evangelism, and wholistic ministry.
Cornerstone provides funding for large-scale charitable and humanitarian projects; arrange financing for large economic projects; also provides venture capital funding for medium to high risk startup businesses.
This foundation provides consulting services, equipment, general/operating support, program development and evaluation, and seed money to organizations in Eastern Europe, Asia, Africa, Latin America, and the Middle East.
SMART Recovery (Self Management and Recovery Training) is an international non-profit organization which provides assistance to individuals seeking abstinence from addictive behaviors.
Fund raising—building relationship with our donors—is the financial lifeblood of our ministries. Yet many of us came to our positions from diverse pursuits, none of which prepared us for the ministry of fund raising.
Nevertheless, we must be successful fund-raisers in order to minister to our clients who cannot pay for services themselves.
There are two prerequisites for becoming successful fund-raisers: attitude and knowlege. New programs at City Vision College can help us become skilled in these areas so we are wise steward-leaders, bringing glory to God with our donors, clients and communities.
My Mentor & Me: My Mentor & Me: This workbook offers age-specific activities designed to help mentors forge positive relationships with the young people they’re investing in. View this Resource
Recommended Links Long Island Youth Mentoring: Long Island Youth Mentoring is a organization dynamically changing the lives of Long Island youth. Visit their site to find out how. View this Resource
National Mentoring Center: This is a project of Northwest Regional Educational Laboratory, a nonprofit organization based in Portland, OR. The NMC, now in its fourth year of operation, is one of the preeminent national training and technical assistance providers for mentoring programs across the United States. View this Resource
The term Franciscan is commonly used to refer to members of Catholicreligious orders, also known as the Orders of Friars Minor, that follow a body of regulations known as "The rule of St. Francis",[1] or a member of one of these orders.
The last couple of days I have been having a running discussion with Karen over at The Hedge Society on Twitter about why Apartment Therapy doesn’t use Twitter. Several of my favorite design sites all use Twitter and I follow many of them over at The Cooper Cabin. During our discussion made me realize that I use Twitter to follow friends but a lot of media sites as well. I follow ESPN, Yahoo!
ADD Warehouse
Telephone:(800) 233-9273 A learning resource for understanding the treatment of ADD and related problems. To help parents, educators, and health professionals understand and effectively assist children, teens, and adults affected by ADD.
CHADD (Children and Adults with ADD) 499 Northwest 70th Ave., Suite 101, Plantation, FL 33317. Telephone: (800) 233-4050; Fax: (954) 587-4599
Quest Day Camp Huntington Beach, CA. Quest's therapeutic program uniquely combines behavioral methods, group therapy, recreational activities and instructional athletics to assist each child in developing new skills and eliminating those actions which create difficulties for them.
BOOKS
Garber, Stephen, et al. (1997) Beyond Ritalin:Facts about Medication and other Strategies for helping Children, Adolescents and Adults with Attention Deficit Disorders. HarperCollins Pub., 272pp.
Hallowell, Edward and John Ratey. (1995) Driven to Distraction: Recognizing and Coping with Attention Deficit Disorder from Childhood to Adulthood. Touchstone, 336pp.
Phelan, Thomas, PhD. (2000). All About Attention Deficit Disorder: Symptons, Diagnosis and Treatments: Children and Adults. Parentmagic, Inc. 248pp.
A program to reduce the dropout rate and "casualties of society" among Hispanic youth.
OVERVIEW
Hispanic—particularly Mexican-American—students have had the highest dropout rate among all ethnic groups in the United States. Some studies indicate that up to 50% of Hispanic students drop out of high school before graduation. Low education levels are found to negatively affect young people. Studies have shown correlations between dropping out of school and involvement in delinquency and crime. Also, society values education; those who are better educated, are generally more socio-economically stable. Education, high or low levels, also directly relates to a person’s self-esteem.
Hispanic-Americans must learn how to balance two different cultures as they struggle to fit into their community. These young people need role models to show them how to set high educational goals and to encourage these youth to believe in their own potential. Rarely do such examples exist in their families.
Some areas of the United States have a higher concentration of Hispanics, including Southern California, Texas, Florida, and specific urban areas. In these regions especially, programs should be implemented to help Hispanic young people improve academically. Laredo, Texas, a border town which is 95% Hispanic, has a significant poverty problem. A trend of low educational achievement is clearly apparent there. Thus, a trial mentoring program was established, managed by three community organizations and students from a class at Border State University. The program placed at-risk youth into small groups led by the college students. The groups met, interacted, and worked together on educational activities for a period of ten weeks.
PROGRAM GOALS
The goal of this program is to provide at-risk youth with role models, mentoring relationships, and an environment in which they can improve their educational aspirations. Through the program, youth should also gain training and valuable knowledge about community awareness, activism, and responsibility. The college students will sharpen their leadership skills and hands-on experience in group work.
PROGRAM METHODS
Each group leader had a group of six to twelve youth and held a series of ten weekly, informal meetings. The series addressed topics of self (identity), friends, family, school, neighborhood, ethnicity and community, city (Laredo), state (Texas), country (U.S.), and the world. These topics were chosen to broaden the participants’ awareness of diversity and how they each fit into the world. Each session began with an opening activity to help the kids to get to know one another by sharing fun information about themselves, such as hobbies, favorite food, and how each would spend $20.00 if they had it. They discussed the important characteristics of a friend and what each person appreciated in their friends and family. They discussed community problems and characteristics of their city. They learned about their city’s resources and the geographies of the state, country, and world. The program is detailed in Marjorie Coppock’s "Mentoring At-Risk Hispanic Students in Self-Esteem, Academic Growth, and Citizenship Awareness" in Equity and Excellence in Education, 28(1), pp. 36-43.
PROGRAM OPERATION
The most important resources in this program are mentors who are sincerely interested in helping and developing strong relationships with young Hispanics. The number of mentors needed will depend on how many youth will be involved. It is best to encourage young college students as mentors, because youth can identify with and also respect them. Collegiates model high education goals and can share their college experiences with young people. Also needed is sufficient space—in a comfortable environment—to hold meetings. A large church with a significant number of Hispanic attendees and college students, or one which is reaching out to a Hispanic community, may be an appropriate meeting site. Maps are helpful for discussions about community and geography. Paper, writing utensils, and drawing supplies are needed for a variety of activities.
PROGRAM TESTIMONIES
The student leaders felt positive about the program and saw improvement in the young people within their groups. They mentioned experiencing important growth and maturity as members of their communities. The group members were appreciative of the class and their new role models. The leaders also discovered new talents in their group members. One of the leaders stated:
‘The children were able to share some of their problems and joys with us. There were some children that showed improvement in their self-esteem. The children got attached to us and we got attached to them’ (p. 39).
There were also some frustrations for the university students. Group members often treated one another badly; several kids were disruptive and others were too shy to participate. Many of the leaders found that there was not enough time for the lessons, since they only had forty-five minute class periods to hold the sessions. In another context, more time should be allocated.
A final issue was expressed:
‘Another problem that needed to be worked on was to teach the children to always have confidence in themselves and their abilities’ (p. 39).
IMPLICATIONS
Any type of mentoring program of young people by older young people is effective in aiding both groups in their respective development. The younger group gains a positive example by developing a relationship with people who value education. These college students can share their aspirations with youth and encourage their potential (especially important for disadvantaged youth).
This program can be adapted to many settings; it could be very effective for a church or youth organization, and some of the problems found in this trial program can be avoided (i.e., time constraints and teachers protesting the release of their students to the session).
Considering the number of Hispanic youth who drop out of school and the effects that this can have on their lives and the perpetuating cycle of disadvantaged Hispanics in this country, we should create more programs like this one. Our churches (especially in Southern California) should recognize this need and consider devoting resources to such a project.
Globally, there are many non-governmental organizations needing the help of volunteers. The U.N. and relief and development organizations can be found by asking those who are concerned with development and community. In America, volunteers and those who want to be change agents can find many organizations through which to work: Kiwanis, the Lions Club and other service organizations, the United Way, PTAs, Junior League, and churches. Also, state and local public health departments often run programs to build healthy communities.
America’s Promise
Check the Five Promises and “Why We Are Here,” “Community Action,” and “Youth Action.
A DC-based public policy and civic education organization that promotes "principled pluralism" - the encouragement of all faiths to flourish in the public square to bring justice to all. Coming from a reformed faith background, CPJ manages to avoid partisan politics and offer thoughtful reflection on cultivating justice for all (with a special focus on faith-based social service providers) in the public arena.
Large and small intentional communities and community organizations from all over America are brought together in this network for mutual vision and support.
P.O. Box 27595, Washington, D.C. 20038, (202)887-0500 This rapidly growing non-profit organization puts busy, working people in direct-service, team volunteer projects with a variety of schedules and time commitments. Hands on Atlanta is an example. You can find this organization in Austin, Baltimore, Boston,
Communities in Schools
Tel: (703)519-8999 This organization brings the resources of a city into the education of promising inner city youth. It is not a grant-making organization but establishes schools within schools with mentors and resources.
An initiative of the Annie E. Casey foundation, CLIKS allows users to access state-specific inventories of data from local sources, such as health departments, human services agencies, and schools. CLIKS is e a powerful new tool for community leaders, policymakers, service providers, parents and others who want to take a closer look at the local factors that affect the lives of children and families.
The Corporation for National and Community Service 1100 Vermont Ave. NW, Washington, D.C. 20525 This organization, centerpiece of President Clinton’s national service program, has a mandate to engage Americans of all ages and backgrounds in community-based service. AmeriCorps is one of its programs. The corporation functions as a clearinghouse of information and technical expertise for service initiatives in the U.S. and as a service "venture capitalist," providing funding on a competitive basis for state and national programs.
A great, comprehensive resource on advancing the practice of sustainable development.
Emmanuel Gospel Center “Dedicated to the vitality of urban churches and communities.” Check “Ministries and Staff” and “Urban Ministry Resources
Fasten A network of faith-based urban organizations—“sharing knowledge, strengthening connections, improving outcomes." Encourages successful planning, practices, and evaluation of programs.
Although a bit dated, this online resource of organizations and websites holds numerous valuable links to developing and sustaining healthy communities around the world.
10 key measures comprise an index of child well-being used to rank states and supplemental data on education, health, and economic conditions for each state. (Annie E. Casey Foundation)
KIDS COUNT has compiled indicators of child well-being released by the 2000 U.S. Census. View data on Age and Sex, Race, Hispanic Origin, Living Arrangements, Income and Poverty, Employment, Education, Language, and Disability Status.
Charlotte, Chicago, Dallas, Detroit, Lost Angeles, Memphis, Nashville, New York, Phoenix, Pittsburgh, San Diego, Washington, D.C., and many other cities.
Leadership Foundations of America Coordinates Leadership Foundations in forty some U.S. cities dedicated to the spiritual and physical renewal of communities. President, Reid Carpenter.
National Youth Leadership Council “… a movement linking youths, educators and communities to redefine the role of youths in society… engages students in meaningful service through their schools and communities.
100 Ross Street, Pittsburgh, PA 15219, (412)281-3752 Many U.S. cities have Leadership Foundations which act as clearing houses and initiators of urban programs of many different varieties. These private organizations have helped many community initiatives get off the ground by bringing together resources to met key needs.
736 Jackson Place NW, Washingon, D.C. 20503, (202)408-5162 An independent, non-profit, organization mobilizing leaders from all sectors of society and helping them to motivate their members for community service. This is not a grant-making organization; rather it works through the media, businesses, government, non-profits. It has 400 volunteer centers and 66 corporate volunteer councils throughout the US.
SEARCH Institute
Check out their information under “Knowledge” which you can find on left of screen. Dedicated to healthy kids in healthy communities. Note carefully their forty developmental assets that prevent youth at risk.
Step One 3605 Parry Ave., Dallas, TX (214)821-8318 Organizes resources for a several block target area within a city. Operating in several major US cities.
Information about this organizations in US and world, many links.
BIBLIOGRAPHY
Benson, P.L. (1997). All kids are our kids: What communities can do to raise caring and responsible children and adolescents. San Francisco: Jossey-Bass Publishers.This book provides the rationale for a positive approach to communities and youthful problems called "Healthy Kids Healthy Communities." It is based on 40 assets needed for healthy youthful growth, assets that can be found or developed in any community.
Damon, W. (1997). The Youth Charter: How communities can work together to raise standards for all our children. New York: The Free Press.Based on the research and ideas and term coined by Francis Ianni, though he departs form some of Ianni’s principles. An important basis for discussion about community and how parents, educators, police, coaches, youth leaders, and young people themselves can set high standards and live by them. Models in Wellesley, MA and a few other places; not so well in some others.
Entwistle, B. (1992). Making Cities Work: How two people mobilized a community to meet its needs. Pasadena, CA: Hope Publishing House.This is simply a straightforward model of hope. One couple gave themselves to bringing the two Pasadena’s (South and Northwest) together. The effects of their efforts are still felt and growing.
Fifer, S. & Fiffer, S.S. (1994). 50 Ways to help your Community: A handbook for change. New York: Bantam Doubleday.Here are fifty models and practical ideas that are working and that you can contact described in sections: Individual and Community Initiatives, Student and School Initiatives, Corporate and Professional Initiatives, and Getting Involved.
Hirsch, K. (1998). A Home in the heart of a City: A woman’s search for community. New York: North Point Press of Farrar, Straus, & Giroux.This is a friendly book beautifully describing two women’s quest for home and community. "A passionate plea for Americans to take a good look at what we have been and what we are." "...a powerful study of the agencies, individuals and emotions involved in the lives of the indigent." "An extraordinary book...For anyone who has ever looked at a homeless woman and wondered, How did she end up here?"
Holden, T. (1985). People, churches & multi-racial projects. London: The Methodist Church, Division of Social Responsibility.This handbook deals frankly with ethnicity, disadvantage and racism in the inner city. It provides models of black churches, multi-racial congregations, interfaith dialogue, and community centers. Besides the models presented, hard issues are faced, and recommendations made.
Ianni, F.A. (1989). The Search for Structure: A report on American youth today. New York: The Free Press.This extensive study of urban, rural and suburban youth found that where the messages given young people by the adults and systems around them were in conflict, they were at high risk. Its final chapter, "The Search for Structure and the Caring Community" calls for significant adult interaction with young people and the cooperation of young people in developing community standards or expectations.
Krestzmann, John P. and John L. McKnight. (1993) Building Communities from the Inside Out: A Path Toward Finding and Mobilizing a Community's Assets. ACTA Publications, 376pp.
Roseland, Mark. (1998) Toward Sustainable Communities: Resources for Citizens and their Governments. New Society Publishers, 240pp.
Schorr, L. with Schorr, D. (1989). Within our Reach: Breaking the cycle of disadvantage. New York: Doubleday.Her message about reviving the city is clear; it can be done! " ‘...more Americans must become convinced that we know what needs to be done and how to do it. That is why I wrote this book.’ " You will have to agree even if you have some reservations about the cost. William Safire said: " ‘A must-read book for political activists.’ " Robert Coles: " ‘A strong and compelling analysis of what has really worked...’ "
Shabecoff, A. & World Vision. (1992). Rebuilding our Communities: How churches can provide, support, and finance quality housing for low-income families. Monrovia, CA: World Vision.World Vision and the Community Information Exchange with advisors from Nueva Esperanza, the Appalachian Office of Justice and Peace, and the Jewish Fund for Justice collaborated in preparing this extremely practical and helpful manual. It is filled with models and resources.
Slater, T. (1984). The Temporary Community: Organized camping for urban society. Sutherland, Australia: Albatross Books.This book is included here because initiatives for community often fail because people do not know what community looks or feels like and do not have the skills to create community. Camping provides a phase of training needed by all urban activists and community builders.
Wallis, J. (1995). The Soul of Politics: Beyond "religious right" and "secular left". New York: Harcourt Brace.It was in 1971 that Jim Wallis and friends gave themselves to community which has since grown into the Sojourners Community. Its influence has been felt in its own Washington D.C. neighborhood and far beyond. Of this book, Desmond Tutu said: " ‘A tremendous and timely book...just what the doctor ordered for a hardened, cynical, disheartened and disillusioned world.’ "
Warren, R. (1955).Studying your Community. Free Press.Basic handbook on community research. So basic and the only one like it, too bad it’s so old and out of print.
Villafane, E. (1995).Seek the peace of the City: Reflections on urban ministry. Grand Rapids, MI: Eerdmans Publishing Co.A prophetic voice for the city and for the church, whose destinies are closely linked—as many studies have shown. Here are hope and sound principles.
VIDEOS
"Holding Ground: The Rebirth of DudleyStreet."
New Day Films, 22D Hollywood Ave., Hohokus, NJ 07423, (201)652-6590; Fax: (210)652-1973; Email: TMCHNDY@AOL.COM
. This is a "cautionary tale of urban policies gone wrong and a message of hope for all American cities. Through voices of committed residents, activists, and city officials, this one-hour documentary shows how a Boston neighborhood was able to create and carry out its own agenda for change." Standard price: $159; Discount for small, neighborhood based non-profit community organizations, $59. Rental: $50 (may be applied toward purchase within 60 days), $10. shipping and handling.
Committed to ministering to Native American populations, both youth and adult, through evangelism, encouragement and equipping. Based in AZ and NM, USA.
National Indian Child Welfare Association "NICWA provides public policy, research, and advocacy; information and training on Indian child welfare; and community development services to a broad national audience including tribal governments and programs, state child welfare agencies, and other organizations, agencies, and professionals interested in the field of Indian child welfare."
An online resource webzine geared for Native American youth.
Navigators - Native American Ministry Led by a Native American couple out of Tucson, AZ, their goals are to "To plant Native-led disciple-making ministries with contextualized biblical principals, concepts, and resources within their own Native cultural perspectives."
Reznet News ‘Newz and Viewz' by Native American Students. Designed to help American Indian students get a taste of the journalism field, and provide a space for Indian youth online.
ARTICLES
Campbell, Ben Nighthorse. (30Sept02) "Problems facing Native American Youths: Oversight Hearing Before the Committee on Indian Affairs, US Senate." Diane Publishing Co., 83pp.
Nerburn, K. & Mengelkoch, L. Native American wisdom. This small, powerful book is filled with speeches and writings of people of numerous tribes. They offer insights on Native American ways of living, learning, and dying.
VIDEOS
No Loitering: Finding a place in the world -Ellen Frankenstein, 57 min. "An intimate portrait of teenagers trying to understand their world and their possibilities...Set in the small town of Sitka, Alaska, home to a large Native American population, the video chronicles the creativity, concerns and dreams of youth growing up today." Available through: New Day Films
Reese, S. (1997, July). "The quality of cool. Today’s teens are mercurial and media-wise. You can sell them, but never tell them, what’s hip and must-have." Marketing Tools. (Download this review as a PDF)
OVERVIEW
Marketing and advertising firms are paying more and more attention to what teenagers think is cool, and they are spending big money on research to find out why.
This article cites research from Teenage Research Unlimited (TRU), an Illinois-based research agency which conducts yearly comprehensive surveys of teenagers and sells their information to marketers. Companies are making quite an effort to find out what is "cool" to the teenage market segment. TRU estimates that teenagers, who boast a proportionately large amount of disposable income, spent about $103 billion of their own money in 1996. Marketers are eager to tap into the teenage buying population, particularly since the number of teenagers is expected to rise until 2010. Marketers also seek to win teenagers’ brand loyalty because they are tomorrow’s adult consumers.
Marketing to teenagers is challenging, because they are sophisticated consumers who are "skilled at deciphering and disarming marketing messages." Trends among teens change quickly, and marketers must "trend surf" to stay current.
How does one market to teenagers? Be honest with them, says TRU president Peter Zollo, and make sure your product is good. Image is important, but quality is crucial to gaining credibility with the teen consumer. Whiton Paine, president of the market research firm Kid To Kid, says:
‘You have to be up front and honest with them, and respect what they believe is important. You can’t take it over and try to manipulate it. Remember, you are a marketer, and you only join their world by invitation. You have to play by the rules of that world, or you’re not going to be there for long.’
Marketers go to tremendous lengths to position their product as "cool." TRU president Zollo explains, " ‘Cool has a lot to do with fulfilling the same fundamental teen needs it always has. Fitting in and belonging are still the key teen motivations.’ " Marketers know how to utilize these needs—particularly important to the appearance-obsessed teen—through clothing, shoes, makeup, and hair products.
The article describes the successful attempts of 7-11 stores to position its Slurpee as "cool" by updating its image: it affiliated with MTV and touted trendy teens, TV personalities, and top athletes in its ads. " ‘We’re clearly committed to the teen audience,’ " says Victor Copello, president of Promotional Resources.
Market researchers acknowledge the importance of listening to teens, instead of assuming teen preferences. Marketers seek the "trendsetting" teenagers to test out how a product will be received. It is also important to talk to teens respectfully, since "teens will always hope to be perceived as a little older than they really are." Above all, it is crucial to keep up with teen trends and update marketing strategies as times and fads change.
QUESTIONS FOR REFLECTION AND DISCUSSION
Does this article confirm or contradict your observations of and experiences with teenagers? In what ways?
To what extent do you think teenagers sense that they are being "targeted" by marketers, and to what extent do they buy into the marketing?
How do you think their exposure to marketing and advertising has changed the way teenagers view their own world, the adult world, and church?
How would teenagers you know define "cool"? How does it affect their decision to buy a product?
How does the quote from Whiton Paine reflect the relationship of youth workers to teenagers? In what ways is the youth worker’s position similar to the marketer’s? How is it different?
What techniques and approaches do marketers use that youth workers should be practicing?
IMPLICATIONS
Marketers are motivated by profit, whereas youth workers are motivated by love. However, youth workers need to pay attention to what marketers are learning about teenagers, in order to use that information to effectively reach and care for teenagers.
Today’s media-wise teens are very perceptive about who is sincere, who is just after their money, what is quality, and what is just image. Youth workers ought to recognize this conditioning as a factor that can make teenagers open and responsive.
Zollo, P. (1995, November). "Talking to teens." American Demographics.
OVERVIEW
The article notes the following points about the teen market segment:
Teens are becoming an important market segment, and increasingly more marketing research companies are devoting time and money to investigate teenagers and their spending habits. Teenage Research Unlimited (TRU), an Illinois-based market research firm devoted exclusively to studying teenagers, is patronized by many large, well-known companies vying for the American teenager’s dollar. Peter Zollo, President of TRU and author of this article, discusses why teens are such an important market segment. According to TRU, these are among the reasons why marketers seek to target teenagers these days.
Teens have tremendous spending power—more than we think, says Zollo. "Teens spend an amount equivalent to half of the U.S. defense budget." This amount includes both their own income and family money that they are given. Also, a teenager is likely to have a large percentage of discretionary income, with few bills to pay and few responsibilities.
Teens are spenders of family money, especially at the grocery store. They also wield influence over how their parents spend money, either when shopping with them or by asking them to buy a specific brand. Parents often consult their teenage kids on the purchase of high-tech items like stereos or computers.
Teenagers are trendsetters. Younger kids as well as adults look to teenagers to determine what is "cool" and what’s not—in fashion, music, and other cultural arenas.
Marketers are competing for teenagers’ future dollars, since buying patterns and brand loyalties formed in the teenage years tend to carry over into adulthood.
Teenagers are a growing market, since by 2010 the children of baby boomers will increase the teenage population to 34.9 million.
TRU has also conducted extensive research on teen spending habits. Quality and coolness of a product are important to teens in their purchasing decisions. The top five "cool" brands teens identified are Nike, Guess, Levi’s, Gap, and Sega. "Image"-related products, particularly clothing and shoes, have an "emotional importance to teens."
TRU also found teenagers to be relatively brand-loyal to products, particularly to personal care items, though this may be in part because parents often buy these items.
"Teens’ overriding purchase motivation is to have fun," so they spend much of their income on entertainment. TRU also tried to quantify the influence teens have over the purchase of particular items or categories of items, such as shampoo or hairspray. Results indicate that teens maintain quite a bit of influence over household spending, directly or indirectly, since parents want their kids to be happy and do not want to waste purchases.
Zollo concludes that marketers might do well to aim durable products, such as cars and other "big-ticket" items, toward teenagers, since "there will certainly be immediate benefits through direct teen purchasing and teen-influenced family purchasing. There may also be longer-term payoffs in brand loyalty as teenagers of today become the car and home buyers of tomorrow."
QUESTIONS FOR REFLECTION AND DISCUSSION
Do TRU’s findings on teenage spending surprise you, based on your observations of teenagers? Explain.
Why do you think parents designate as much family shopping as they do to their teenage children?
Do you think teenagers are smart consumers? Could or should youth workers teach them to be better consumers?
How can youth workers better instruct teenagers on spending habits and stewardship?
IMPLICATIONS
Marketers are paying increasingly more attention to the teenage market; this has both positive and negative implications. Youth workers ought to recognize that the media have tremendous insights into the minds of teenagers, if only because they have spent vast amounts of money to gain those insights.
Marketers spend money researching teens in order to influence and even manipulate them into spending money on a product or service. Teenagers need to be better educated about how advertising and marketing can and does influence them, and how to make intelligent spending decisions.
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