New Social Circles

The New York Times has published a great article about how a new generation - The Millenials -  is organising itself around technologies and the implications that has for marketing and advertising.  Many twentysomethings now create vibrant online social circles through which almost every part of their lives is filtered for relevance and credibility.  For marketeers this means that unless a brand can enter that circle it is likely to just be ignored.  So brands have to work hard to present themselves in a way that clicks with The Millenials outlook on the world.  "When someone wants to share it, forward it, record it, take a picture of it, whatever the case may be, that puts it into a form of currency." (Via Three Minds).