Ok so we pretty much all know the environment is the top social concern among the youth market. Over the past year and a half it's hard to think of one blue chip marketer that hasn't introduced some sort spin on "green." It's been the bandwagon of all bandwagons. What many do not realize is that pro-environmental awareness and consciousness takes on multiple meanings for members of the youth market. Here's a dirty little secret: to date, the market has effectively preached a hell of a lot more than they have practiced. For this calendar year among those folks that have a burning desire to employ a youth-targeted "green" approach please keep in mind this very simple but powerful thought--it will do you a world of good to think about the 95% of the audience who strive to be 5% green as opposed to the 5% of the audience who is already 95% green. It sounds simple enough, but frankly speaking, we don't think a lot of companies are following the path of least resistance. Overly "green" is a turn-off for the majority of young people. They view it as superficial and over the top. Plus, those representative of the 5% who are already 95% green most likely live in a tree house, don't watch tv and make their own clothing, so if you think about it, they're probably not the ideal consumer segment for your products and services. Instead, shoot for the 95% with a keen almost indirect reference to green.