A key sphere of influence is youth. Today’s youth are part of the most diverse generation in history. This overwhelming diversity has spawned a new influential urban style and culture that we call Urbanicity. This culture is more of a mindset that influences buying preferences and behaviors rather than an ethnic, or even geographic, label. Music and fashion are the key drivers for Urbanicity. This highly influential audience is very involved in guiding and shaping the sphere of influence at multiple levels. Recognition of the importance of this new audience is driving many companies’ approaches to consumer marketing read more.
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