It's a tough place out there at the moment, and it's widely believed that this current generation of kids/youths/young adults (delete the inappropriate) will be the first in modern history to be poorer and worse off than its parents.
So after Generation Y - Welcome Generation R (RENT).
As a marketing agency, we've been involved in youth marketing for some time now, and for us the 'back-to-school' promotional period is always really busy, but we can tell the times are changing. With less uni applicants, conflicting stats saying youth unemployment is up or down, and more fear creeping in with raising costs, everyone is looking at this space with a wide open and somewhat puzzled eye.