With the interest in reaching and connecting with young adults continuing to rise, some newly released studieshave revealed some insights and surprises.

Don't assume that finances have young adults so stressed outthat it's keeping them awake nights.

A recent Ohio State University study has found that the morecredit card and college loan debt held by those between the ages of18 and 27, the higher their self esteem and the more they felt likethey were in control of their lives.

According to Rachel Dwyer, lead author of the study andassistant professor of sociology at Ohio State University, theyoung people surveyed seem to view debt mostly in positiveterms.

The research also revealed that those in the lowest economicclass felt the most empowered by both educational and credit carddebt, while those in the middle class felt more empowered byholding credit card debt.

Dwyer added that stress about the debt was starting to be feltby those in the study over age 28.

Another study, “The Truth About Youth” by McCann Worldgroupexplored what motivates young people. The researchers discoveredthe three common global motivators: the need for connection,relationships and community; the need for social or personaljustice, to do what's right, to be an activist; and the need to seethings as they are. According to the report, technology has helpedyoung adults meet those needs.

“For young people, technology is more than a useful tool or anenabler. It is truly their fifth sense,” stated the report. “Youthsee technology as Play-Doh. Something they use in an utterlymalleable and instinctive way. Older generations start with 'whatwill this box allow me to do?' Whereas, this generation starts with'what do I want to do? Where can my imagination take me?'Technology enables young people to sense the world and make senseof the world.”

According to the report, today's young adults essentially livein a world where borders are not tolerated.

“More than any other generation this generation doesn't think incompartments. If I can have that here, why I can't I have it there?If this is 'right' here, why is it 'wrong' there? Collaboration ishardwired. The third thing young people pride themselves on is'working in a group or team', and eight out of the top 10 thingsthat young people think they're good at cover how they relate toother people,” the report stated.

For companies looking to connect, the research revealed that themoment young people felt hemmed in, ignored or personally donewrong, 90% would make a point of telling their friends about unjustbehavior from a brand. From a young person's point of view, theworst thing a brand can do is make a promise it doesn't keep.

“Given their focus on truth and authenticity, youth want brandsto adopt a form of justice that is a) credible and b) true to thebrand.”