"The Maturiteen This guy is more savvy, responsible, mature, and pragmatic than previous cohorts. Culture watchers attribute his poise to baby boomer parents who treated their kids as equals. He’s a technology master, so he’s adept at online research and often acts as an inhouse shopping consultant. These boys never knew a time without the Web, and its interactivity has nurtured in them a radical view of brands. They own them. Adidas, Sony, and Unilever are especially skillful at playing along.
