Youthtopia overview updated jun 10

Where have we come from?

STRESSED FOR SUCCESS(MTV Wellbeing, 2006)

FUTURE PRESSURE REPLACES PEER PRESSURE (MTV Wellbeing, 2006)

THEY DON’T LOVE TECHNOLOGY ITSELF BUT WHAT IT CAN DO FOR THEM (MTV Circuits of Cool, 2007)

MORE AND CLOSER FRIENDSHIPS (MTV Circuits of Cool, 2007)

THE ‘IDEAL AGE’ IS 27(Golden Youth, 2008)

Where are we going?

YOUTH HAVE A CORE SET OF VALUES THAT MAY SURPRISE YOU

YOUTH SHARE MUCH IN COMMON WITH EACH OTHER AROUND EUROPE ...AND WITH THEIR PARENTS

THEY HAVE EXTREMELY HIGH HOPES AND DREAMS FOR THEIR FUTURE

How can this study help?

The most successful brands tap into our values & ambitions;

understanding what we want and how we want to be seen

But what’s important to young people in the world today,

and what do they want from brands?

How can your brand equity be ‘measured’ by youth?

Youthtopia wasn’t built in a day

Desk Research & Expert Consultation

Online Blogs & Community

7000 Online Surveys with Youth

100 young people across Europe (UK, Holland, Italy, Germany, Poland, Greece)

A diverse range of respondents from varying socio-economic backgrounds and with different interests

Over 800 hours spent with them, connecting via local online blogs and a European community

During a 3 month period they posted more than 2,500

blog entries and uploaded in excess of 200 videos

Followed by....

7,000 young people aged 16-34 surveyed across Europe (UK, Holland, Italy, Germany, Poland, Greece, Sweden)

They told us what was important to them in key areas of their life - both now and in an ideal world

They also answered on behalf of brands - 180 in total

The result is a vision of Youthtopia designed to young people’s specifications, and with brands rated on their terms

1. Defining a generation of youth

2. Individuals ambitions, hopes & dreams

3. Creating Youthtopia

Hopes and dreams

DEFINING A GENERATION OF YOUTH

CONTEMPORARY YOUTH VALUES

Defining Core Values


“The media coverage of terrorism caused only short term anxiety, once people realise it does not affect them, they revert back to feeling

secure” - Prof. Ronald Inglehart

They define what is considered to be ‘normal’

Formed early in childhood by social context & immediate

family conditions

Can only be changed by large scale, sustained change

Media can only change core values in the most

superficial of ways

The 10 Commandments of Youth

Have faith in yourself Be honestTake responsibility for your own lifeRespect your parentsKeep your promisesLive life to the fullBe happy & optimistic, even in adversityWork hard to succeedBe tolerant of others’ differencesCreate, don’t destroy (yourself, others, environment)

Differences by country

GR & PL: Aim high dream big

UK: Be individual

GR: Respect the environment

GR: Try to make as many good friends as you can

UK & DE: Have fun, but not to detriment of others

Racism

DishonestyBullyingGreedAdultery Anger

Envy

Sloth/laziness

Sexism

Gluttony

And their Deadly Sins?

GreedSlothLustWrathPrideEnvyGluttony


Hopes and dreams

5 core values emerge…

IndividualityTraditionHonestyEffortPositivity


Have faith in yourself

Take responsibility for your own life

Individuality1


“I've never really fit one scene. emo – I’ve got my skinny jeans and Atticus jackets ready, indie – I’m on the street promotions team for about 4 bands,

reggae - from mad professor and coco tea to Bob Marley” - Male UK

Autonomous individuals

Part of many crowds,

not limited to one

Respect your parents

Tradition2


Parents = unlikely heroes of

youth today

Young people actively choose

a traditional family model

“One of the defining features of this generation compared to others is that their own and their parents’ values seem closer than ever”

Prof. Ronald Inglehart

Keep your promises

Honesty3


Result of an individualistic

culture

Friendships take on a

heightened importance

Less societal pressure to stay

in line

“… it takes time to make a new friend…he has to prove it to me that he deserves to be called a friend. Only honest people are trustworthy, and

they would for sure stand by you when difficulties occur” - Male, Greece

Work hard to succeed but not to the detriment of others

Effort4


Strong work ethic

Respect for those who work

hard and overcome adversity

“The two people I admire in my personal life are easy: My dad and my stepdad. They both work really hard so they can live the way they wanna live. These men are hard

working and good men with a heart of gold.” - Male, Holland

Live life to the full, be passionate

Be happy & optimistic, even in adversity

Positivity5


Positive outlook on life is

considered essential

Hedonism, with a seatbelt!

Unwilling to over commit and

damage future opportunities

“Fun – that’s how you can describe my life. I can however always stop, if having too much fun would

stop me from achieving things” – Male, Poland

Hopes and dreams AMBITIONS & BEHAVIOUR

INDIVIDUALS HOPES & DREAMS

Core values define young people as a generation, but what defines them as individuals and TODAY are their

ambitions

Unlike core values, ambitions can change frequently, and ultimately drive youth attitudes and behaviour

A Generation versus the Individual

AMBITIONS & BEHAVIOUR

This year: • 32" sony bravia flatscreen tv• Xbox 360 (with games)• Vespa scooter• VW Polo g40• Lots of energy drink• PSP• iphone• Trip to Japan• Whole house of Sony electronics• Holiday to Dubai• Nike sb tre zoom skate shoes• Nikon SLR camera with fisheye lens• Driving lessons• Weekend in New York• Range Rover• 4 hole cherry red doc martens • Fred Perry polo shirts• UGGs• Blackberry• Mac Book• Audi• Sky TV

10 years’ time:• Porche gt3• Suzuki gsx-r750• BMW m5• Nice house • Swimming pool• Basketball courts • Recording studio• Personal cinema• Hot tub• New games consoles• Second home(s)• Aquarium• Audi TT - one for work (black) one for leisure (pink)• Snooker table• Dogs / cats• Speedboat • Gulfstream jet• Ferrari• Big Fridge• Mulberry handbags• Zoo• Football field

YOUTHTOPIA

Where do brands fit in?

Traditional values, modern pressure

92% of youth want to find the right someone and settle down - Highest among Dutch and Greek youth

85% of youth feel having a successful career is very important to them

Both are consistent across ALL demographics

Just 16% of youth say they don’t care what they do as long as they make a lot of money (but they are more likely to be male)

For women there’s a high level of conflict between career ambitions & family ambitions/pressures

We identified 10 key areas in life where youth had

ambitions – such as relationships, material goods, their career, home, society as whole, how they wanted to be seen by their peers etc.

Understanding ambitions


EthicsIdentity Society Home Education

WorkFamily Friends Travel Relationships

These 10 key areas became the foundations of Youthtopia:

The nature of these ambitions can be split into 4 different mindsets...

Collectivist‘Wanting to do good because it’s a good thing to do’Open, social involving, inclusive, more concerned with greater good of society, personal fulfilment, less materialistic

Aspirational‘Wanting to do good because it would make me look good’More materialistic, recognition, success, money, wanting the best, personal achievement

Pragmatist‘Willing to accept good enough’Sensible, family, realistic, practical, following safe path, rational

Outsider‘Challenges and asks what do you mean by good’Challenging, edgy, risk-taking, breaking the norm, more niche, innovative


Hopes and dreams YOUTHTOPIA

YOUTHTOPIA

Youthtopia before it’s populated

COLLECTIVIST

OUTSIDER

PRAGMATISTASPIRATIONAL

30

Plotting our audience on the map

E.g.

CAREER

C: I want to be in a position where I can help others as much as possible, the recognition is not so important

A: I want to be successful in whatever I do, being recognised for my achievements is important to me

P: I don’t really mind whether I am successful, so long as my job is fulfilling and I make enough money

O: As long as I make a lot of money, I don’t care that much about what I do

Where youth live today COLLECTIVIST

OUTSIDER


Where they want to be in an ideal world COLLECTIVIST

OUTSIDER


Youth RIGHT NOW

Education Society

Work

Relationships

Friends

FamilyEthics

Identity

Travel

Home

COLLECTIVIST

OUTSIDER

PRAGMATIST

ASPIRATIONAL

Youth in an IDEAL WORLD

Education

Society

Work

Relationships

Friends

Family

Ethics IdentityTravel

Home

COLLECTIVIST

OUTSIDER


YOUTHTOPIA

How are brands perceived by youth?

By asking young people to imagine brands a

person, we can see where a brand would ‘live’

in Youthtopia

And by evaluating the 10 key life areas we can

see what’s driving their perceptions

Where should a brand live?

COLLECTIVIST

OUTSIDER

PRAGMATIST

ASPIRATIONAL

In all countries there is a positive correlation between Aspirational ambtions and brand favourability

– and a negative correlation between Pragmatic ambitions and

favourability

Where do you want to be

COLLECTIVIST

OUTSIDER


If you want to be loved by everyone then Collectivism can

help: There is a positive correlation between Collectivism ambitions

and social responsibility

However, ‘challenger’ brands may need a strong element of Outsider

COLLECTIVIST

OUTSIDER

PRAGMATIST

ASPIRATIONAL

All brands in Youthtopia

Nikon in Youthtopia

MTV HELPING BRANDS

COLLECTIVIST

OUTSIDER


Consumer Electronic brands in Youthtopia…

COLLECTIVIST

OUTSIDER


Nikon by country

Holland

Greece

Italy

UK

Poland

GermanySweden

COLLECTIVIST

OUTSIDER


Nikon by demo

16-1822-24

25-28Female

Male29-31 32-34

19-21

They are an ambitious individual – wanting to do well in life and be successful but they are focused on genuine achievement and personal fulfillment, as opposed to just making lots of money. They are not solely focused on their own personal success, believing that everyone should have equal opportunities and that you should help others who are less fortunate when you can.

Honesty and integrity is important to Nikon and even if no one recognises them for this, they are concerned with doing the ‘right’ thing.


If were a person…

Nikon is following a ‘safe’ path in life, confirming to traditional education, wanting to learn as much as possible but also recognising that doing well in education ensure a good career and success.

Travel for Nikon is about broadening horizons and learning about new cultures.

If Nikon were a person, their friends would describe them as a trusted and loyal mate. They aren’t the most popular person among their peers, but have a smaller circle of strong relationships.


If were a person…

… Both are seen to be successful brands, and want to be recognised and rewarded for their achievements

… Nikon is the most likely of the two to look up to their parents for inspiration, while for Canon their friends are more important

… Canon believes in standing up for their own beliefs, while Nikon is more likely to be the one who follows the rules

… Nikon is looking for a passionate long term relationship, while Canon is seen to be more carefree right now

versus

… Nikon are seen as slightly more trusted and loyal as a friend, whereas Olympus is seen as slightly more self-sufficient

… Olympus are more likely to be thinking about their future in terms of getting married and settling down

… Olympus has more modest material aspirations, not minding so much about where they live or the holidays they take

… Nikon is the more ambitious of the two, and wants to be respected for their hard work

versus

MTV in Youthtopia

MTV HELPING BRANDS

MTV is fluid brand in Youthtopia

COLLECTIVIST

OUTSIDER



COLLECTIVIST

OUTSIDER


GERMANY

GREECE

HO L LAND

I TALY

PO LANDSWED E N

UK

Family• I argue a lot with my parents and we’re not similar at all

Friends• I am a popular person with lots of friends who respect and even admire me

Relationships• I’m not looking for commitment right now, I’m happy to just have a bit of fun

Education• I don’t think a formal education is that important, life experience is more useful,

especially if you have other skills

Work• I want to be successful in whatever I do, being recognised for my achievements is

important to me

50

If MTV were a person...

Home• I want to live in a nice big house, after all, I have worked hard to achieve it• I’m not bothered where I live, I just want to be able to have the freedom to live

where I like

Travel• I love to travel, I want to go to the most exotic places, taste the best food and

experience the best hotels in the world

Identity• I’m not that interested in doing the ‘right’ thing, so long as me and my immediate

family are okay

Ethics• It’s okay to sometimes bend the rules - you need to if you want to get ahead in this

world

Society• I want to live in a world where I can live as I choose as long as it doesn't harm others

51

If MTV were a person...


COLLECTIVIST

OUTSIDER

PRAGMATIST

ASPIRATIONAL

SUMMING UP

SIUMMING UP

Key Takeouts

SIUMMING UP

Youth are changing, and your perception of them

could be wrong

Youthtopia provides a real understanding of what

values youth hold dear and how this impacts on their

ambitions for the future

By knowing our brand ‘persona’ in Youthtopia, you can

understand how youth currently view you and gain a

clear direction for future communications

Appendix

Olympus by countryCOLLECTIVIST

OUTSIDER


Holland

Greece

Italy

UK

Poland

Germany

Sweden

Olympus by demoCOLLECTIVIST

OUTSIDER


16-1822-24 25-28Female

Male

29-31

32-34

19-21

Canon by countryCOLLECTIVIST

OUTSIDER

PRAGMATISTASPIRATIONAL HollandGreece

Italy

UK

Poland

Germany

Sweden

Canon by demoCOLLECTIVIST

OUTSIDER


16-18

22-2425-28

Female

Male

29-31

32-34

19-21

Sony by countryCOLLECTIVIST

OUTSIDER

PRAGMATIST

ASPIRATIONAL

Holland

Greece

Italy

UK

Poland

GermanySweden

Sony by demoCOLLECTIVIST

OUTSIDER


16-18

22-2425-28

Female

Male

29-31 32-3419-21

Youthtopia overview updated jun 10

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Transcript of Youthtopia overview updated jun 10