Here's an example: "It OK to have a threesome but not to cheat on your boyfriend." In other words, anything goes as long as no one gets hurt.
What these kids like in a celebrity is "authenticity," a person who actually has "flaws." Buckingham cites the mind-bewildering popularity of Paris Hilton: "She's authentically stupid. . . . She's never tried to be anything other than pretty and rich."
The two generations are both affected by the macro-trend Buckingham describes infecting the nation. The world is such a scary place that consumers are looking to trusted brands to make them feel safe. "As a brand you need to be constant. . . . We're advising actors to do their core performances." Funny guys should stick to funny; dramatic actors to drama. Jim Carrey practically committed career suicide by stretching in such flicks as "The Number 23."
She describes a world where people are increasingly tired of bad news. As a result, people want happy endings for everything, for films, TV, even commercials. As Buckingham says, "They don't want Pepsi to be battling Coke. They don't want discord."
After its meat and potatoes analysis of two generations, Trend School is like eating pop culture whipped cream all day long. Undeniably, the interest factor increases the less you know about any particular subject. For instance, although the upcoming fall TV shows Buckingham's group highlighted -- "Chuck," "Reaper," "Gossip Girl" -- definitely were made to attract a youth demographic, none became breakout hits, although Buckingham's associate maintained that they weren't picking these shows as hits, just as symptomatic of some trends in the medium.
Indeed, as Buckingham noted before the fall season started, people were generally happy with their TV choices -- hence it was going to be incredibly difficult for any show to break through, because to do so would require dislodging an established favorite like "Grey's Anatomy" or "CSI."
At a sustainability panel with Rachel Sarnoff, the co-founder of Green Girl Guide, and Casey Caplowe, the co-founder of Good magazine, audience members asked how to make their brands more eco-friendly.
Ask a teen
YET the high point of the afternoon was a carefully culled panel of -- yes! -- authentic teenagers. There were largely kids from high schools and colleges across Los Angeles, guys like Jack, a gregarious 18-year-old who works at the clothing company Hollister, attends Beverly Hills High and owns 35 pairs of shoes. They were paid $100.
