Financial Empowerment: With continued pressures in life, young people are taking more control of their finances, whatever way they choose. Brands and businesses have an opportunity to offer young people some form of financial empowerment. This can be consistently offering citizens something of value, where your product or service is a worthwhile investment and serves a purpose. “People want to get more value for their money, they don’t want to feel like they’re overpaying. There's money to be spent, people are just looking for more bang for their buck." - Sarah Hanrahan, Content Creator, speaking at our Youth Culture Uncovered Event
Being a brand that can help young people become more financially empowered can start within your organisation as well. Employers can offer clear opportunities for growth, being more transparent on benefits and salaries. Be prepared to adapt and offer up more individualised packages that suit the individual and are considered fair in the eyes of youth.
Divides & Social Realism: From a creative perspective, these themes are seeping through into how youth culture is expressed online. Rather than focusing on wealth-aspiration, there is an opportunity for brands to tap into the reframing of what a ‘rich life’ really is - rooted in more sustainable living, genuine connection and personal growth.
“There seems to be signs in tech, art, marketing and food that we are witnessing a new form of normcore. This time not as some postmodern fashion statement, but rather as a way to deal with the identity crisis more and more people are experiencing dealing with the reality of the big [wealth] divide…This recession, suddenly, the rich are not the aspirational icons of our dreams, they are the villains in our films. This recession, people and brands will celebrate social realism – that is the biggest story of our time.” Tom Beckman, Contagious
We’re excited to announce that we have more to share from our annual Youth Culture Uncovered research on what it’s really like to be young today, Our upcoming webinar, a must-have for senior marketers responsible for making and keeping brands relevant today, features hot-off-the-press UK qualitative 16-35 youth data, interviews with young people in the UK, US and Europe and the latest global research, that explores how brands can help young people create joy and purpose in a f**ked up world. It’s an ideal session for those in Brand, Insights or Marketing teams with a UK or International remit who want to understand the post-Covid cultural landscape and be inspired by examples of brands that resonate with this audience. If you would like to find out more please contact firstname.lastname@example.org .