In a recent study by mega-agency, McCann Worldwide, titled “The Truth About Youth”, teens and young adults (ages 16-22) were polled about their use of technology and consumer behavior. Among the most interesting findings, 53 percent said that they would “rather give up their sense of smell than their technology.” Yup, you read that right.

But technology is only a symbol of what these kids value most. The study identified three key values among this age group: Community, Justice and Authenticity. Experiencing life, travel, (brands?) may be important to everyone from Gen X and up, but sharing those experiences is what’s important to this younger group.

While they might not have a whole lot of spending power right now, they are still influencers and should be considered a significant opportunity for marketers in the years to come, especially as the service and retail worlds become more and more connected via technology like geo-tracking social media (and whatever else may come down the pike).

Brands don’t need to shift their entire universes just for this group. Yet. But they need to watch, listen and learn.

For these kids will grow up in the blink of an eye. And with that entrance into adulthood will come substantial buying power. When they are ready to buy, you want them to know your brand.  And if you aren’t connected in the right ways using the right technologies, you might end up being passed over for a competitor who started exploring new marketing avenues right about… now.