71 % of young people (18-24 years old) feel they are misunderstood; only half of 25+ year olds feel the same way. Often perceived as being superficial and vain, they are weighed down by the responsibility to „right the wrongs of older generations “, worry about climate change, debt loads, but also about the individual social pressure they face.
We conducted a national representative study in the UK to better understand the youth of today. The results of three focus groups and of a large-scale survey with 1 000 respondents for the age groups 18-24 and >25 have been combined with passive data tracked on the user side the participant’s online behaviour on their PC, smartphone and tablet.
Which stereotypes do young people attribute to their generations? How, on the other hand, are they perceived by people older than 25? What do they worry about, what do they identify with? And how can brands take advantage of these insights?