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