People Under 25 Don’t Care About Privacy?

During a Web 2.0 discussion at the recent Association for Consumer Research conference, scholar Rob Kozinets posed the question: Do people under the age of 25 care about their privacy? The context of the discussion dealt with social media and the “trade-off” between being networked with friends (and strangers) and divulging private information. Young people seem more willing to provide information about themselves, in the form of social media site profiles and status updates, for example. So is there a shift in attitudes toward privacy? Are “under 25ers” simply naive about the information that they divulge? Is there a notion of “apparent” privacy (i.e. nicknames and personas that mask real personal data) and “actual” privacy (i.e. real anonymity). Is “actual” privacy really possible these days?