This trend report is based on qualitative research
carried out in the city of London.
Introduction
As a student trend watching I’m always curious and interested in
subcultures. I want to know why people do the things they do and what their
motives are. These insights can help me discover entrenched trends in society
and, at the same time, help me find out the reason behind it. This gives me
broad knowledge of society so I can perform my job well, namely: advising
companies and help them to conquer markets and target groups.
Ever since I work at youth communication agency ‘Jong & Je Wil Wat’ in the Netherlands I got intrigued by the fast and innovative generation called generation Y. Youngsters are the innovators and early adopters (These terms are being explained later on i this report) of the world and therefore the first ones to pick up on a trend, which makes them a very interesting target group for companies. At the same time there is a lot expected of them which puts a lot of pressure on them. I am curious how youth thinks about their life, what their values are and how companies adapt to this. My research question is therefore: What is a striking youth trend in London and how do companies react to this?
In my research I focused specifically on generation Y. This generation is specified by a lot of youth experts in many different ways, but in this report the indication of generation Y is youth from around 15 to 25 years old. My research consists of interviews where I asked generation Y about their lifestyle and about what matters to them and what makes them happy. In addition, and no less important, I visited a youth trend agency in London and talked about youth trends in London and how companies adapt to this.
After finishing carrying out my research methods, I saw a trend recur. First I want to show you the outcomes of the interviews and the meeting with trend agency YOUTH. Then I want to give you examples that support the outcomes and the trend I describe. Enjoy reading my report: Youth, modern guinea-pigs of the leading brands.
Ever since I work at youth communication agency ‘Jong & Je Wil Wat’ in the Netherlands I got intrigued by the fast and innovative generation called generation Y. Youngsters are the innovators and early adopters (These terms are being explained later on i this report) of the world and therefore the first ones to pick up on a trend, which makes them a very interesting target group for companies. At the same time there is a lot expected of them which puts a lot of pressure on them. I am curious how youth thinks about their life, what their values are and how companies adapt to this. My research question is therefore: What is a striking youth trend in London and how do companies react to this?
In my research I focused specifically on generation Y. This generation is specified by a lot of youth experts in many different ways, but in this report the indication of generation Y is youth from around 15 to 25 years old. My research consists of interviews where I asked generation Y about their lifestyle and about what matters to them and what makes them happy. In addition, and no less important, I visited a youth trend agency in London and talked about youth trends in London and how companies adapt to this.
After finishing carrying out my research methods, I saw a trend recur. First I want to show you the outcomes of the interviews and the meeting with trend agency YOUTH. Then I want to give you examples that support the outcomes and the trend I describe. Enjoy reading my report: Youth, modern guinea-pigs of the leading brands.
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