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Insights into Youth Behaviour and Culture
“ Ask the young. They know everything.”   Joseph Joubert (1754-1824) French moralist.  Y O U T H
Never has the quote made  more meaning   than, probably, in this  century Youth are  not afraid  of voicing their  opinion  and in-turn they can  make  or  break  a brand
Main  youth consumption drivers  are still –  Instantaneousness & Spontaneity, Novelty,  Peer Pressure & Peer Group  Belonging , Family Unit, Power,  Identity  Formation
There are  16  major Western  Youth Tribes Can you identify the  Trendy , Emo, Clubber?
Each tribe  varies from one another in terms of Personality Traits,  Music,   Activities,  Style,   Brand Use Do you know the type of  music  and  brands   Emo’s  like compared to a  Trendy  or a  skater ?
“ i don’t do  brands’cos  i’m  coolio!”
There can even be a huge  snobbery  not being seen as  ‘ part of the herd’  but being  seen as ‘off-beat’,  ‘off-deck’   and generally  ‘ against the  grain ’   Youth love  Jones Soda , Nudie, Vans,  HBS  – all ‘off-beat’ names Youth does  not always   find  global brands   cool
Music  is central to youth  identity Youth, especially the  younger teens , these days find downloading , like breathing, which is something  you just do ,  without any thought or reflection
How do youth download music? What is the typology of the downloaders? Do you know about  The Freeloaders , The Angry Bloods,  The Guilt  Conscious , The Downsizers,  The BILTS , The FOB’s, The FOD’s,  The  Pretenders , The Righteous Buyers?
Youth still use their mobile  phones mainly for – Texting Voice Calling Listening to (stored) music Alarm clocks Listening to the radio Photography
Picture Courtesy - www.cinsights.co.uk For ‘pricing’ information of  Hip Youth Report – Insights into Youth Behaviour and Culture Contact:  Neel Ghosal email:  [email_address] web:  www.cinsights.co.uk

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Youth Behaviour & Culture Report

  • 1. Insights into Youth Behaviour and Culture
  • 2. “ Ask the young. They know everything.” Joseph Joubert (1754-1824) French moralist. Y O U T H
  • 3. Never has the quote made more meaning than, probably, in this century Youth are not afraid of voicing their opinion and in-turn they can make or break a brand
  • 4. Main youth consumption drivers are still – Instantaneousness & Spontaneity, Novelty, Peer Pressure & Peer Group Belonging , Family Unit, Power, Identity Formation
  • 5. There are 16 major Western Youth Tribes Can you identify the Trendy , Emo, Clubber?
  • 6. Each tribe varies from one another in terms of Personality Traits, Music, Activities, Style, Brand Use Do you know the type of music and brands Emo’s like compared to a Trendy or a skater ?
  • 7. “ i don’t do brands’cos i’m coolio!”
  • 8. There can even be a huge snobbery not being seen as ‘ part of the herd’ but being seen as ‘off-beat’, ‘off-deck’ and generally ‘ against the grain ’ Youth love Jones Soda , Nudie, Vans, HBS – all ‘off-beat’ names Youth does not always find global brands cool
  • 9. Music is central to youth identity Youth, especially the younger teens , these days find downloading , like breathing, which is something you just do , without any thought or reflection
  • 10. How do youth download music? What is the typology of the downloaders? Do you know about The Freeloaders , The Angry Bloods, The Guilt Conscious , The Downsizers, The BILTS , The FOB’s, The FOD’s, The Pretenders , The Righteous Buyers?
  • 11. Youth still use their mobile phones mainly for – Texting Voice Calling Listening to (stored) music Alarm clocks Listening to the radio Photography
  • 12. Picture Courtesy - www.cinsights.co.uk For ‘pricing’ information of Hip Youth Report – Insights into Youth Behaviour and Culture Contact: Neel Ghosal email: [email_address] web: www.cinsights.co.uk