GenY

What do college students think is the most critical in their world? A new survey by SurveyU found:
81% think education is very important
68% consider child endangerment/abuse prevention critical
The next most important are: rape prevention (65%), civil/human rights (65%) and cancer (62%) round out the top five, with drunk driving prevention (61%), genocide (59%), domestic violence (57%), AIDS (57%) and environment/conservation (54%).
Poverty does not appear -- although one could argue that poverty is an issue that intersects many of these issues.
Most interestingly, GenY -- the generation where access to global information is the most ubiquitous (there is no "time before web" in their memory) -- they are most interested in issues related to their own lives, their own community and their own country.
Marketers and communicators must learn to navigate in a global world where personal takes precedence. We have the technology.... but do we have the will, the patience and the savvy?