Youth, modern guinea-pigs of the leading brands, part 2 Research result 1/2

Research results

As I said in my introduction I immediately found out that there was one trend that really stood out. The sources I used to provide solid trend insights stated and confirmed this change in relationship between brand and young consumers. In addition the outcomes of my research confirmed my previous research on youth trends as well, so there my substantiated youth trend was born.

Interviews
In the interviews I had with several youth on the street, I involved questions about their quality of life, like: What are the most important things in life? What do they do on an average day? What do you enjoy most? All questions that can lead to their view on their quality of life.

Here are the insights that I got from the interviews I did with youth in London.  They are pretty coherent with the insight I got from the meeting with YOUTH. You will quickly notice the overlaps, because I will slowly work towards one trend that has emerged the most from out my research.

Pressure and incentives

According to the the teenagers and young adults I spoke, life is really busy in London. London is a busy city to grow up in and the pressure to achieve things is big. The economic crisis is showing the future in a bad light, while youth are willing to tackle the problems and use their creativity.

Things in life are moving faster than ever and youth is constantly getting incentives from the world around them. Youth are masters in handling all the input and are almost robotic multitaskers. They easily switch from online to offline and vice versa, these worlds blend together effortlessly in their lives.

Ideal jobs for young people will be jobs that are flexible and that can fit into their busy schedule. Favourite jobs are jobs in coffee shops, lunchrooms and bars that have late closing hours. When I ask them if they would like to have a job that they can carry out while they’re at school in their breaks or something, they react positively. It would save them a lot of time. Why I asked them this? More on that later in the report.

Well spent Quality time Because of the busy schedule of average teen in London they tell me they are much more aware of the fact that spending quality time is really important. Life rushes by, so a lot of the (mostly) girl I spoke are attending in some kind of mindfulness class, like yoga or pilates. This is not only for sporting reason, but it’s also seen as fun getaway with friends, out of the hurry of the city.

They’ll leave their smartphones for a second to play cards with friends or to drink coffee with mum or dad. Family is important for them, although they do admit that they don’t spend as much time with family as they would like. There is simply too little time. Fun has to be planned, but if there’s fun in their agenda it will be super fun and real appreciated, well spent quality time.