LETTER FROM THE EDITOR: Olfaction “The Next Generation”

writeonnewjersey.com

Are technology, Facebook, MySpace and Twitter driving away teens from fragrance? Yes, according to McCann Worldgroup who released a quantitative study of 7000 16-30 year olds conducted in April 2011 across 7 markets – UK, USA, Spain, China, India, Brazil and Mexico which was then confirmed qualitatively in 17 markets globally.

Today’s youth are the first truly global generation driven by the need for connection, Relationships, Community and Authenticity (the need to see things as they are). These motivational behaviors prove that there are no borders in cyberspace.

blogs.laweekly.com

The generation known as the thumb generation” gave the startling information (in a survey connducted by Mcann Erickson) that over half (53%) of 16-22 year olds would rather give up their sense of smell than give up their technology. For this generation, technology is not an add-on. It is a tool that enables them to sense the world rather translating the world through their fifith sense

“Authenticity ” and Justice are strong motivators for young people ( according to the survey0. Justice rated as 'very important' by 52% of young people globally. A large percentage of the youths said that the thing they most want to be remembered for is “changing the world in a positive way” and keeping it real.

So what is the Fragrance Industry’s answer? Obviously flankers of iconic fragrances created to appeal to ttens aren't appealing nor are the every increasing number of popstar celebrity scents most recently Justin Bieber . Perhaps teen panels, more attention connecting frgarances to environmental causes, popularizing the appeal of natural perfumery as well as teen sites for scent education’s time has come. Because it doesn't smell like teen spirit.

What do you think?

(For more information on the study, follow McCann Worldgroup on any ot the social media aforementioned; obviously you are over 25)

Michelyn Camen, Editor In Chief

special thanks to Hernando Courtright

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10 comments

  • chayaruchama says:

    Thank you, Sir Hernando !
    I can't stress enough, the need for education and appreciation for all things olfactory….
    Our boys were never spoiled with stuff, per se–
    But their senses and minds were cultivated, much like a garden.
    They both believe that it has greatly enriched their lives in countless ways.
    Quality of life is NOT virtual !

  • scentual healing says:

    VERY Thought provoking. I had never heard the term thumb generation before so I googled it 🙂 It seems teenagers thumbs are larger today than 20 years ago.. like a mutation. perhaps some app for scent can come thru the computer so they can be motivated to buy?

  • kastehelmi says:

    Indeed the perfumes marketed to teens are nothing celebrating the sense of smell–once upon a time I undervalued my own sense of smell. I thought "most of what I do get to smell is unpleasant smells, so what would be the loss?"
    How stupid my thinking was…This information should be an inspiration to educate the twitter-oriented youth to just how crucial the sense of smell is. Smell=built in safety-device, creator and reactivator of memories, flavor detector, crucial cooking tool, and much more.  I can't blame anyone for not wanting to give up computer-chip-based technology, but it obviously wouldn't hurt to find more ways to get everyone to spend *a bit* less time using it!

  • Marlene says:

    Not only is scent the key to memory, essential to taste (responsible for well over 90% of taste, I think), and important for detecting danger, but if you read the stories of those who have lost their ability to smell because of head injuries, you find that they fall into deep depressions, find the world flat and uninteresting, simply are no longer able to muster the vitality, energy, and passion they once had for living. Some are even suicidal; some have committed suicide. I do not think our thumb leaves us with this dramatic loss of our ability to live our lives. I think that teens should be educated to this fact: smell is essential to our sense of living vibrantly…..

  • Anya says:

    As far as natural perfumery is concerned, perhaps a presence on "green" and organic forums and blogs would help educate them about the beauty of natural aromatics.

  • DSH says:

    What an incredible article… I'm saddened by the study but I live in hope for the future. 
    I believe in starting children young; to encourage them to directly engage their sense of smell and the joy, wonderment and richness it evokes when experiencing the world. 
    Weirdly enough, I just did a blog post about "smelling smells" with children and my "young protege" in particular.  I hope you'll check it out.  http://dshnotebook.wordpress.com/2011/05/26/my-young-protege-aka-quintessence-part-3/ Let's all help the young ones in our lives get into their sense of smell and help them grow into their highest and best selves. 🙂

  • Michelyn Camen says:

    marlene, DSH, Anya,kastehelmi, scentual healing and chayaruchama
    I think of Helen Keller deprived of sight, sound and speech. yet touch and smell were her key to learning. She went on to become a loving, compassionate and nurturing woman…. not because of her disabilities but because of her ABILITIES

  • Melissa says:

    I strongly agree with Ida and others. Although my son would have a tough time giving up some technology, he prefers books to eReaders and rarely starts his day without selecting a scent. Reading, writing, travel and sensory experience interest him far more than the latest gadgetry. It didn't take much, just a decent amount of exposure from an early age and the enthusiasm of family members around him.

  • Hernando says:

    So, this is what it has come too!. lol I Well, I would hate to think this is a trend. Technology can not touch (not yet anyway!) the wonder that is the human body (and all that goes with it). 
    What we thought we knew in our youth we soon realized how little it was we know.
    Well said Dawn. Parents, teach your children well!

  • harper says:

    i find this very heartening, that a majority of youth is interested in authenticity and justice (it may, i think, actually be a defining feature *of * youth, to strive for those. we did, didn't we?)
    gives me hope for the planet and everything on it 🙂
    as for the fragrance industry: they'd do well to go the authenticity road themselves: create (and PRESERVE) quality fragrances following a vision — rather than churning out swill a mile a minute solely motivated by profit.
    regarding the "virtual vs. the real": i venture that the distinction (from the standpoint of the lived experience) is theoretical and more one of "internal vs. external" — the experience(ing) itself just is. it is the context that gives rise to an experience that changes. if we want the newer generations to be engaged more in the external world — if we want their context to be natural rather than technological — well, lets make sure there *is* enough easily accessible  natural world for them to engage with, yes?