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Youthsayers say it all

This story appears in the November 1999 issue of Business Start-Ups magazine.

Maybe you weren't the cool kid in high school, and your style better resembled your mom's than your best friend's cool older brother's (you know, the one with the band and the zine). And now that cashiers call you "ma'am" or "sir," you may as well forget about tuning into youth culture.

Sorry, you can't. You can remain your geeky self if you wish, but you need to know what fads the trendsetters are setting because Gen Y is ready to take over where boomers haven't even left off yet. "The youth population is the fastest-growing sector," explains DeeDee Gordon, co-creator and editor of The L-Report, a youth-culture trend-tracking journal published by Del Mar, California, ad agency Lambesis. "It's the most influential and will spend the most money on products and entertainment in the next 10 years."

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