YOUTH STUDY
YOUTH STUDY
GEN Y?
FOCUS GROUP DISCUSSIONS
6 groups: 3 among men and 3 among women
(15-17, 18-24, 25-30)
ONLINE SURVEY1.250 respondents:
• 1.100 15-30 y.o.
• 150 31-59 y.o. control group
THE RESEARCH
APPROACH
GEN Y1985-2000
RECESSION
RAPID GLOBAL CHANGES
DIGITAL NATIVES
SCREWED
FINDING A JOB IN THE FUTURE
THE EDUCATIONAL SYSTEM
IMMIGRATION ABROAD TO FIND A JOB
“ My FUTURE will be WORSE than my parents’ ”
IMPULSE –> ECLECTIC –> VFM
SEX always important
More DIVERSIFIED
OPENSIMPLE
LIBERATED
YOUTH STUDY
FIVE KEY TRENDS
RELAXATION
the EXPECTED & the UNEXPECTED
BACK TO THE FUTURE ?
FASHION
Social media
Brand sites
Online mags
E shops
BEAUTY
LOCAL PUBLISHERS
INTERNATIONAL PUBLISHERS
NETWORKS
NEWS
BRANDS
COOL brands
DIGITAL SHOWROOMS
“ Every generation laughs at the old fashions,
but follows religiously the new ”
Henry David Thoreau