1. Restless target audience

2. Identity, priorities
• 61% - own age group unique, distinct from
others
• “What sets you apart?”
– 24% - technology
– 11% - pop culture & style
– 7% - liberalism & tolerance
– 6% - smarter
– 5% - clothes

3. • Outwardly expressive – tattoos, body
piercings, hair clothing
– Indie/retro fashion – skinny jeans, checked shirts,
plimsols
• H&M - 83%,
• Topshop - 69%
• Zara – 38%
• Heroes – Twice as many admire an entertainer
than political leader

4. Lifestyle
• TOP GOALS – fame/ fortune
getting rich, 1st/ 2nd most important
becoming famous highly valued by peers
identify with music heroes
• 31% happy with life, 56% somewhat happy
• Journal of social and personal relationships:
– lower positive mood than elders
– less life satisfaction
• Trust
– 2/3 careful

5. • Festivals - most exciting (44%)
– open-minded to messages
• Alcohol brand advertising
• Would work at festivals (77%)
• (Marketing Week, 2009)
• 1/3 regularly play an instrument

6. Personality/Cognition
• Influenced by friends
• Antagonistic
– Sarcasm
– Ridicule
Develop peers’ identities, want to be recognised and
accepted (Barber et al, 2001)
• Focus on motivations of friends [comments]
– ‘why’ rather than ‘what’
• Physical appearance = self esteem

7. Music & Media
• Most used medium - music
• Emotional release
– Catharsis
• Social tool; connection/unity
• Ideals & fears
• Identity construction
• Sensation seekers/ interactivity
• Identity influences choice of media

8. Media
• After music, films most popular (54%)
• Social media – stay in touch with friends
• Most common use for internet:
– Emailing
– Information on goods & services

9. Leisure activities
• Not enough means to access
• More time at home
• House parties
• Leisure activity with friends decreasing (arnett)

10. Example Profile

11. • Arnett, J.J. (2008). Adolescence and emerging adulthood: a cultural approach. Pearson
• Barber, B.L; Eccles, J.S & Stone, M. R. (2001). Whatever happened to the Jock, the Brain and the
Princess? : Young Adult Pathways linked to adolescent activity involvement and social identity.
Journal of Adolescent Research. Vol. 16, iss. 5: pp. 429-455.
• Devitt, K.; Knighton, L & Lowe, K.(2009). Young Adults Today: transitions, disadvantage and crime.
Young People in Focus.
• Luong, G; Charles, S.T. & Fingerman, K.L. (2010). Better with age: social relationships across
adulthood. Vol, 28. Iss 1: pp 9-23
• Pew Research. (2007). How young people view their lives, futures and politics. A portrait of
“Generation Next”. The Pew Research Centre. [online] Available at: http://www.people-
press.org/files/legacy-pdf/300.pdf
• Roberts J. (2009). Music Festival Sponsorship. Marketing Week. [online]. Available at:
http://www.marketingweek.co.uk/music-festival-sponsorship/3002146.article
• http://www.slideshare.net/tdalmay