Introducing the Millennium Kid

Abstract

This paper hypothesises that the nature of children early in the next millennium will be formed by the dynamics of a much changed environment on their inherent nature. The stress of the new environment on children is likely to result in largely conflicting desires for immediate gratification and building self esteem, and new opportunities for brands that can satisfy these changing needs.

Citation

Phelps, M. (1999), "Introducing the Millennium Kid", International Journal of Advertising and Marketing to Children, Vol. 1 No. 2, pp. 135-139. https://doi.org/10.1108/eb027606