Oh, those crazy kids. William Higham writing for Adweek describes flip-flop generations that have nothing to do with shoes.
Today’s teenagers are drifting toward a more conservative mindset, as drinking, smoking and drug use among that age group decline. Higham cites a poll by BBDO, an advertising agency, where over half of the teenaged respondents claimed “living by high moral standards” was their top life expectation.
On the flip side, boomers are kicking their heels up.
“Instead of retiring with pipe and slippers to listen to the classics, many of the new old are still pursuing the sex, drugs and rock ‘n’ roll lifestyle of their youth,” Higham writes. An estimated 4.3 million boomers have used an illicit drug in the past year, according to the National Survey on Drug Use and Health, and the number of boomers seeking help for substance abuse is expected to double by 2020. A study by Duke University Medical Center last year found 22 percent of boomer men binge drink and 19 percent were “at-risk” drinkers, consuming two or more drinks per day. The rates for women were lower at 9 percent and 13 percent respectively.
And as for rock ‘n roll, a Pew Research Center survey found two-thirds of boomers listen to rock more than any other genre.