«ONCE YOU THOUGHT POP YOU COULD NEVER SEE AMERICA THE SAME WAY AGAIN» -ANDY WARHOL

Canadians in their 20s and 30s with The Hills on their TV screens, Gossip Girl novels in hand and Perez Hilton on their computer monitors are taking a cue from their boomer parents and refusing to act their age - a trend that may soon have the ad world looking at them with longing.According to a worldwide study of more than 25,000 people aged 16 to 46, the "golden age of youth" actually falls between 25 and 34, a time when people share many of the same attitudes as adolescents but few of their insecurities or financial limitations.Conducted by Viacom Brand Solutions International, the advertising division of MTV Networks, the study concludes that youth marketers should be targeting consumers not by their calendar age but rather their engagement in pop culture.

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