9/11 Generation: Their Impact and Influence

The single most significant event in defining the hopes, fears, behavior and attitudes of today's college students was September 11, 2001. As we commemorate the tenth anniversary of that fateful day this week, 83% of 17 to 21 year-olds will have personal memories from that singular day in history. An exclusive study conducted among this group by Ipsos/OTX for Jack Myers Media Business Report provides surprising evidence that 9/11 and the decade of war that followed was incredibly life altering for the young people who are now in college and whose influence on all aspects of business and society are beginning to be realized. The differences between those who personally recall and do not recall 9/11 proved far more significant and relevant than the more typical differences based on age, region, ethnic heritage or personal beliefs. Every analysis proved conclusive: 9/11 has had a meaningful impact on the beliefs, media consumption, opinions, plans, and attitudes of a generation. This is the first generation to have been emotionally defined by 9/11.

The full details of this study will be shared in my upcoming book about Internet Natives. Those in this group who personally recall 9/11 are more social and connected. 64% of the 17-21 year-olds who recall 9/11 have more than 200 Facebook "friends," compared to 53% of those who do not recall it. They are 15% more likely to use check-in apps and to post videos to YouTube. 47% vs. 34% of them are Twitter users.

The Children of 9/11 are more focused on the news, with 31% of them getting their news information primarily from news websites, compared to only 19% of those who were not raised with an image of the collapsing World Trade Center embedded in their memories. 50% have traveled multiple times outside the U.S. compared to only 26% of those who do not have personal memories from 9/11.

They are far more likely to be politically active. 43% of those who personally recall 9/11 define themselves as liberal/progressive/moderate compared to only 28% of those who do not recall the events. Conservatives and libertarians capture 19% and 13% respectively. 45% of those that did not recall 9/11 claim no political persuasion vs. only 25% of those who do recall it. Political activism extends to elections, with 27% of those who DO NOT RECALL 9/11 saying they have no plans to vote in the presidential election while only 51% do plan to vote. 78% of those who DO RECALL 9/11 expect to vote and only 8% say they will not vote. That's a stunning difference, suggesting that 9/11 and the continuing war commitment may have a greater importance to the 2012 elections than assumed. After college, 84% of "9/11 recallers" say they expect to vote in political elections, compared to only 60% of the "9/11 non-recallers."

Contrary to what you may think, those who recall 9/11 and been more influenced by it are much more likely to support a continued involvement in Afghanistan. 42% of 'recallers' believe it's important that the U.S. continue its current commitments but get out soon, compared to 30% of 'non-recallers.' 15% vs. 9% agree the threat of terrorism requires we maintain a military presence overseas.

Those college students who recall 9/11 are dramatically more likely to believe that they and their cohorts, when they are 30 to 35 years old, will be having an important and meaningful impact on political, business and social issues. They are significantly more likely to maintain active social media connections with their high school and college friends and those who recall 9/11 are far more likely to always pay for music they listen to online (39% vs. 26%). Opinions on advertising and commercials were also impacted by 9/11.

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