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The Advertising Research Foundation

2001 Annual Conference

The following is an excerpt from an e-mail contribution credited by the Advertising Research Foundation (ARF). It was sent in response to a questionnaire targeting market researchers & specialists on the impact of September 11th on various market segments. The firm's president, David Morrison, responded as follows:

"Project commitments preclude my responding in the format of ARF's questionnaire. (Such iswpe25.jpg (6628 bytes) life.) However, if it can provide some insight to the ARF audience, I do have several noteworthy observations regarding the immediate impact of these tragic events on the college market. This particular segment of the young adult population demonstrated a range of particularly interesting reactions that will shape mainstream America in the years to come -- much like the assassination of John F. Kennedy Jr., but only on a far deeper level. Without further ado:

  1. Having conducted extensive studies with the college market over the past 11 years (both qualitative and quantitative), this audience is paying more attention than ever to the news via the Internet (e.g., CNN.com, MSNBC.com) as well as cable TV (e.g., CNN). Without question, they are on a heightened awareness on a need to know the very latest in current events. An obvious sign of this paradigm shift is that news websites now rank #1, displacing other, more traditional college websites (e.g., eBay, Cosmopolitan, Maxim, Playboy, Sports Illustrated, etc.). The desire for online entertainment has clearly been superseded by the pressing need for information.
  2. It is quite clear that the college market has been affected by 911 in other ways. From where they choose to live (major cities are often being shied away from) to a nervousness about both air travel as well as employment in high rises. An unprecedented number of college-bound, high school students, for example, modified their school lists after 911 to pick schools that are closer to home for both abstract emotional support as well as the desire to eliminate the need for air travel.
  3. The college market was THE first group to have highly vocal doves, express criticism about the U.S.'s "instant response" (their words, not mine) to go to war with the Taliban and Al Q. fighters in Afghanistan. This, as predicted, generated a great deal of tension on college campuses literally overnight. Much unlike the 1960s where great discussion about the Vietnam war was encouraged, and professors were permitted to express dove-like perspectives, such is not the case with "the War Against Terrorism". College professors who are critical of the U.S.'s efforts are being reported by students to the school administration and quietly disciplined as colleges & universities are taking a harder stance on school opinion insofar as the topic of 911 is concerned.
  4. All foreign students immediately began to feel physically unsafe with regard to how they would be treated by their fellow students. Many tried harder than ever to assimilate (e.g., cutting beards, wearing more mainstream clothes) while others spent far greater time in the shelter of their dorm rooms. Students from Muslim-based countries attending the University of Pennsylvania, for example (my alma matter), held a VERY public vigil in which the local media was invited to symbolically demonstrate that both they and the Koran should not be linked to the events of 911.
  5. As we predicted in our company's newsletter, there was a surge in national patriotism. For once, my generation (call it "X" or "Y") had a true call-to-action. And unlike past wars, this one truly hit home and harmed thousands of innocent civilians. The American flag stands for something young adults long took for granted... and most of us, admittedly, forgot. Consequently, such newfound patriotism has boosted recruitment at the Armed Forces and given today's young adults newfound respect for ALL civil servants who risk their lives protecting the people around them.
  6. Lastly, 911 caused today's young adults (especially the college market) to re-evaluate their hierarchy of needs and career goals. Consequently, many more students are gravitating to public service vocations than ever before and the desire for high paying jobs has waned significantly. Money continues to be important; however, it has dropped several more notches on the "ladder". It is important to remember that many of the victims of the 911 tragedy were young adults: the college and graduate school markets cannot help but to readily identify with this group by both age and lifestyle association. 

These off-the-cuff observations, hopefully, will add a new dimension to the ARF conference. Wish that I could be there. Good luck!

DAVID MORRISON
President/Founder

David A. Morrison is president of TWENTYSOMETHING™ Inc. Philadelphia-based and an industry pioneer, his firm specializes in young adult consulting and marketing research. Clients include an impressive array of Fortune 500s, leading advertising agencies, colleges and universities, global nonprofits, and state as well as federal government agencies.