Youth Culture Uncovered is an ongoing research series investigating what life is really like for today's young people.
Youth Culture Uncovered 2021
Emerging in an Emergency: The Roaring Twenties 2.0 - Voicing out in the 21st Century. The 2020/2021 Irish edition of
Youth Culture Uncovered; its fifth annual youth culture
investigation exploring the hypothesis, “what’s it like to
be young today?”.
Of course, this edition is coloured by the Covid-19 experience. Now as summer 2021 draws to a close, there is a growing sense of an end in sight, set to the never-ending war of new and more transmissible variants going head-to-head against a national vaccination roll-out... with young people last on the list.
As lives young and old start changing again — profoundly and outwardly — we challenge the assumption that young people will simply bounce back into a pre-covid state of ‘normal’ living, exploring instead the new and different ways in which young people’s pent-up energy is likely to manifest in a world where even more upheaval is on the horizon.
This report also includes a guide for brands, The Youth Lab recommends three pathways to relevance.
Youth Culture Uncovered 2019
For 2019/2020, we explore youth's attitudes and behaviours in the context of the defining challenge of our times - the climate emergency - in 'World War Z: A Generation's Battle to Fix the Climate Crisis.'
In May 2019, Ireland became the second country, after the UK, to declare a climate and biodiversity emergency, reflecting the reality of how we have been waging war on our planet. This requires nothing less than a vast mobilisation on a scale greater than ever yet achieved - just as in wartime, our prosperity, well-being and the future of young people are under severe threat. We called this research “World War Z” because this is, we believe, our last shot. Young people are realising that we are in the final few seconds of extra time. They are calling us to enter into battle with them.
With reference to climate science, cultural trends and nationally representative research recently undertaken in the Irish market, this report explores Gen Z’s take on what they believe brands and businesses should be doing to lead them towards a society that is stronger, safer, healthier, happier, resilient, considerate and just. A war in the name of a society that is measured by more than its GDP.
The insights are designed to help organisations to relate to young people and respond to the challenges faced by the climate crisis in a more impactful way. The report is also available as an in-house presentation and workshop.
Youth Culture Uncovered 2018
UK & Ireland 16 to 35 year olds
For 2018, we explore how youth is unf*cking itself in the wake of a financial apocalypse that’s unleashed unprecedented changes.
Enter YOUTH2018 at check out to get this report for free!
It’s a no BS guide to what young people are thinking, feeling and doing 10+ years on from the Big Crash of 2008. The insights are designed to help organisations to relate to, and connect better with, young people appropriately respond to the challenges they face. The report is also available as an in-house presentation and workshop
Youth Culture Uncovered 2018
UK 16 to 24 year olds
For 2018, we explore how youth is unf*cking itself in the wake of a financial apocalypse that’s unleashed unprecedented changes.
Enter YOUTH2018 at check out to get this report for free!
It’s a no BS guide to what young people are thinking, feeling and doing 10+ years on from the Big Crash of 2008. The insights are designed to help organisations to relate to, and connect better with, young people and appropriately respond to the challenges they face. The report is also available as an in-house presentation and workshop