This week, BigChoice Group teamed up with Radiator PR for an exclusive briefing on 2016’s youth trends.
This week, BigChoice Group teamed up with Radiator PR for an exclusive briefing on 2016’s youth trends. Hosting an array of brands looking to target 18-24 year olds, the briefing revealed insights on the shifting cultural, business and political trends of young people. Throughout the briefing, speakers advised brands how the new trends should affect 2016’s youth marketing strategies.
In case you missed it, here were some of the key findings:
BigChoice Group surveyed 2,000 young people across the UK, gathering their views on all aspects of work and play, including employers, influencers, free time and property.
Work continues to be a central concern of young people. While people feel hopeful that their employers will look after them and value a career as an employee, 37% feel that salaries have decreased, 58% think they will need to work for free for a period of time and 84% think that unsociable hours are expected. Given the normalisation of unpaid work, it is unsurprising to find that 67% of young people say work experience is essential in preparing them for work.
Yet there is a desire among young people to play as hard as they work, with 67.9% of those interviewed placing a good work-life balance as their most important concern.
The government does not receive the same goodwill amongst the youth however, and there is a growing scepticism towards their ability to help secure the future. For example 61% of young people believe that the government has not improved their life and future prospects.
Outside of the world of work, the study sought to find out the causes and people that inspired 16-25 year olds. Social influencers remain a key weapon in the arsenal of brands looking to connect with young people - 60% have been inspired by bloggers/vloggers to behave or experience something they wouldn’t have before.
Similarly, brands that tie their marketing strategy in with the fulfilment of their corporate social responsibility are likely to see positive results with a youth audience, with 86% of young people either already involved, or looking to be involved with charitable projects.
Also speaking at the event was Mainstage Travel’s Aden Leven, who revealed that there was a shift in focus away from regular youth travel spots, with young people ‘actively seeking change in their destinations.’
Rounding off the evening was Global Street Art with a talk from CEO Lee Bofkin. Using their street art as an example, Lee revealed that a vivid, sharable image is essential for visual content marketing campaigns aimed at young people.
More youth marketing insights can be found in our ‘Marketing to Millenials’ blog series.