Impelling in an unprecedented pace, youth culture is fuelled by a myriad of sociological and technological factors. The result is a continuously changing amalgam that can serve as a vast source of inspiration, but might be hard to grasp. So that is where we come in: defining trends in youth culture in a youthful, creative and compelling way.
Right at the very first start of Trendwolves in 2006, we chose to focus on the most exciting target group out there: youth. From the get-go, it has been our aim to connect clients to young people. To connect in innovative and meaningful manners, it is pivotal to understand the codes, practices, beliefs and expectations of the new generation. The best and most fruitful way to do so is by immersing in their worlds.
'Bright Underground', our European Youth Trend Report of 2015, is a crystallisation of the many informal chats, interviews, researches and random and less random meetings we partook with (mostly) European youngsters. We don’t intend to depict mainstream youth culture. This report primarily characterises today’s young drivers of change influencers. In tandem with what we have always emphasised, their broad diversity confirms that there is no unified, inclusive definition of ‘the youngster’.
In so doing, this report isn’t so much a comprehensive overview of youth culture, as it is a wayward collection of ideas brought together under eight larger youth trends. Trends that reflect moods, behaviours and attitudes that are exceedingly gaining firm footing among large groups of young people. Henceforth, these trends will shape the nearby and in some cases, even the more distant future. As consumer trends tend to stick around for 5 years on average, we regularly flash back to trends delineated in previous reports.
Give ears to the voices of this new genera- tion of highly ambitious, ardent creative. Dare to reassess your world- views and business. And let their dreams inspire yours.