Observing Canadian youth culture today can be initially mystifying. Dichotomies exist everywhere. The jock who does drugs, the geek who is cool - and so on.

One macro enigma we continue to focus on NRG Solutions is the juxtaposition of simple, natural and/or quasi-traditional trends against the backdrop of the new technological-driven world of teens and young adults.

Look around - not too far beneath the shiny veneer of on-line radio skins, ICQ messaging and convergent cell phones lies a decidedly un-shiny world of back-to-basics simplicity, spirituality and old-school trends.

Why were scooters so cool last summer?
Why has there been a massive increase in youthful enthusiasm towards eco-adventure?
Why are youth experimenting with the more grounded side of spirituality than previous cohorts?
For that matter, why is good old "balls-to-the-wall" rock and roll making a comeback in clubland?

All of these trends (and countless others) can be linked to a latent desire for balance. These simple and natural trends are reflections of this desire.

Youth are continually bombarded by the speed, efficiency and organization of their technologically enabled world. For the most part, this is cool with them.

In fact, it is this young generation that has really determined the future of communication for all of us - they get it, they use it and they have generally set it up to suit their own purposes. Incidentally, this is one of the predominant reasons for the massive rise of teen and young adult socio-cultural import today.

But deep within the recesses of this movement there is a palpable feeling of what can only be described as unease - unease with a society that has jumped headlong into the digital world without fully considering the need for a tempering influence.

As a result, interestingly, it is contemporary youth culture (the folks that brought us internet entrepreneurs and constant connection) that is also pushing forth the ascendant cool of natural and old school trends at the same time. Hence the advent of the aforementioned trends in question.

Balance is a key theme when you are talking to youth.

The pendulum swings that propel culture forward are arching at an increasing rate and will continue to do so for the foreseeable future. Stay tuned for more apparent dichotomies in our culture - they can seem divergent at first glance, but they are often reactions to trends.

Check out this week's pulse check fo rthe implications youth culture and technology have on business.

For more information and/or comments on youth culture please contact mike.farrell@thenrggroup.com