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