CONTACT:
David A. Morrison
President
(610) 940-5860
PR@twentysomething.com

FOR IMMEDIATE RELEASE, July 26, 2006, Philadelphia, PA – Traditional incoming freshmen arriving on college campuses right now were born in 1988. To put things in perspective, TWENTYSOMETHING Inc. has released its annual compilation of fascinating factoids about today’s incoming frosh:

1. When the Class of 2010 was born, movie theaters were showing Die Hard, Big, The Naked Gun, and Rain Man. Simultaneously, radio was playing top albums from their birth year such as "Faith" (George Michael), "Hysteria" (Def Leppard), "Appetite for Destruction" (Guns n’ Roses), and "Rattle and Hum" (U2).
2. They have never known life without Barney videos. ("I love you, you love me…").
3. Hyundai Motor America will always be one year older than they are.
4. Missing the muscle car heyday of the 1960s, the Class of 2010 is seeing Detroit flex its American "muscle" for the first time via the Ford Mustang GT, Chrysler 300C, and Dodge Charger. (The new Dodge Challenger and Chevrolet Camaro should follow shortly.)
5. Today’s incoming freshmen directly contributed to the stellar success of numerous brands including: Apple, Skype, Amazon, eBay, American Idol, BMW’s Mini, Japanese "muscle" cars (e.g., Subaru WRX and Mitsubishi Evolution), Cingular Wireless, Burt’s Bees, and Starbucks.
6. The Class of ‘10 would be shocked to learn that MTV used to only play music videos. As a sidebar, most members have never even seen a record player.
7. They witnessed the Bush family’s presidential dynasty as a President Bush has been in the White House 10 out of the past 18 years (to date).
8. Members of this birth year were just as likely to be carpooled in SUVs as mini-vans (if not more so).
9. While they missed the Cold War, this cohort was at the tender age of 13 years old when the Middle East conflict struck U.S. shores on September 11^th.
10. The incoming Class of 2010 has never known a world without cellphones, Prozac, the Internet and its emoticons, prestige Japanese car brands (Lexus/Acura/Infiniti), laptop computers, or energy bars.

"The impetus for creating this compilation is a simple one," says David Morrison, TWENTYSOMETHING Inc.’s president and author of "Marketing to the Campus Crowd", the definitive book on student marketing.

"First, our list clearly illustrates the generation gap and serves as a key reminder that the Class of ‘10 has markedly different reference points, life experiences, and need sets. It is frighteningly easy for marketers, faculty, university administrators, and even parents to fall into the natural seduction of drawing on their own personal college experiences which are largely outdated." Morrison explains that even recent graduates are frequently shocked at how profoundly the campus scene can change insofar as student mindset, language, attitude, and lifestyle.

"It is business critical to always remember that the college market is rapidly evolving on so many levels," he adds. "Whether in the classroom or at a local retailer, professionals must go beyond innate complacency and take the time to genuinely and intimately understand this audience so that they can truly forge productive, lasting relationships."

Or, think of it this way: Today’s incoming frosh would be shocked to learn that Chrysler once produced mundane products like the infamous K-car. From its halo Dodge Viper to the mainstream Chrysler 300C – both got a hemi! – this particular automaker has always been considered a purveyor of fashionable automobiles by the incoming Class of 2010. Clearly, a lot of change can happen in 18 years!

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TWENTYSOMETHING Inc. is the world's original young adult consultancy. Founded in 1991, the firm has worked with over 40 Fortune 500s including Time Warner, Pepsi-Cola, Apple, Toyota, Nokia, Kraft, Citibank, and Procter & Gamble. Additional clients include leading universities, advertising agencies, and government branches. The firm has worked extensively with the University of Pennsylvania which represents its oldest client.

David A. Morrison is an accomplished strategist, speaker, research consultant, trend analyst, and author. The Washington Post hails him as the "consummate marketing insider". In 1991, he founded TWENTYSOMETHING Inc., the world's first consultancy to focus exclusively on young adults. Morrison has appeared on CBS Evening News as well as NPR and has been quoted in hundreds of international magazines and newspapers including The Wall Street Journal, Newsweek, Time, Nikkei (Japan), U.S. News & World Report, The New York Times, Brandweek, and Advertising Age. Morrison is very much in demand as a consultant and speaker worldwide. David holds an MBA from The Wharton School of the University of Pennsylvania (Market Strategy and Consumer Behavior).

"Marketing to the Campus Crowd: Everything You Need to Know to Capture the $200 Billion College Market" (Kaplan Publishing, hardcover, $25.00, 256 pages, 6"x9", ISBN: 0-7931-8600-5) is available at neighborhood and online booksellers worldwide. It is widely regarded as the definitive book on student marketing and has received critical acclaim. The book has been endorsed and/or praised by the Wharton School of Business, Sony Music, Advertising Education Foundation, Saatchi & Saatchi, General Motors, Best Buy, Publishers Weekly, Library Journal, and many others.