Youth Inc.

Meet the must-haves

Three experts offer insights on changing aspirations among the youth and the imperative to sell to them

What can you say about a generation that actually enjoys a television programme that has one of their likes being abused, mistreated and humiliated by a testosterone-fuelled bully? The fact is, there are 3.5 million youth wanting to talk to the bully who acts as the anchor of Roadies. Roadies is more than a TV show; it is one of the most successful online phenomena. It consistently ranked among the most engaging pages in the world on Facebook and was among the top 30 pages for many weeks. At its peak in September 2011, Roadies hit a high of No. 6 when it ranked above entertainer Lady Gaga and TV shows like Entourage, Friends, The Big Bang Theory and How I Met Your Mother