Beloit College has just published its annual Mindset List for the Class of 2013. It provides a look at the "cultural touchstones of students as they enter college." In other words, it's a list that makes the average adult feel 100 years old.
Did you know that today's college freshmen think the Green Giant is Shreck, "not the big guy picking vegetables." Dr. Seuss died before they were born. Salsa has always outsold ketchup. Tattoos have always been very chic. And Magic Johnson has always been HIV-positive. Jeez. That really hurts. I remember being on a business trip in LA when Magic made his announcement.
And on and on. The list brings home the issue of context that has application far beyond the amusing reading of 75 interesting, odd and you-have-to-be-kidding facts that define the mindset of nineteen year-olds. Whether its messaging, branding or long-term strategic planning, we all know if the audience doesn't understand the setting then the relevance of the subject matter will be lost or misunderstood. And the Beloit List really makes that point. Here's the list if your interested. http://www.beloit.edu/mindset/2013.php
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