Trendwolves’ European Youth Trend Report is the reference par excellence when it comes to youth trends. Our yearly 300 pages book, bundles figures, insights in and percep-tions of trends on the market and among young people, all of which are illustrated. It’s more than just an obser-vation of trends. It’s a thorough and substantial trend analysis that has been developed in a methodically scien-tific manner. It tells the story of markets and consumers, unveils drivers and innovators and, by doing so, gives us a glimpse of the future. It triggers, inspires and is an absolute must for each and every future-oriented company.

Trendwolves’ European Youth Trend Report is the reference par excellence when it comes to youth trends. Our yearly 300 pages book, bundles figures, insights in and percep-tions of trends on the market and among young people, all of which are illustrated. It’s more than just an obser-vation of trends. It’s a thorough and substantial trend analysis that has been developed in a methodically scien-tific manner. It tells the story of markets and consumers, unveils drivers and innovators and, by doing so, gives us a glimpse of the future. It triggers, inspires and is an absolute must for each and every future-oriented company.

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EUROPEAN YOUTH INTELLIGENCE

INSPIRATIONWE SHARE OUR INSIGHT AT LECTURES AND WORKSHOPS AND PROVIDE INSPIRATION VIA SCENARIO THINKING AND BRAINSTORMING.

TREND IMPLEMENTATIONWE TURN TREND AND RESEARCH FINDINGS INTO CONCRETE CAMPAIGNS AND BOTTOM-UP BUSINESS STRATEGIES.

TRENDWOLVES IS A RESEARCH AND MARKETING AGENCY WITH ITS FOCUS ON YOUTH CULTURE.

ZEITGEISTRESEARCHCREATIVE QUANTITATIVE AND QUALITATIVE RESEARCH BY MEANS OF ONLINE SURVEYS, YOUTHLABS, DIARIES, IN-DEPTH INTERVIEWS, SOCIAL NETWORK SCANS, FIELD RESEARCH.

TRENDRESEARCHGENERAL TREND REPORTS OR SPECIFIC SECTOR REPORTS BACKED BY RESEARCH AND INPUT FROM A EUROPEAN NETWORK OF TRENDSETTERS AND INNOVATORS.

BE INSPIRED BY THE VISUALISATION OF OUR TREND REPORT 2012 WANT TO KNOW THE COMPLETE STORY BEHIND THE POSTER?

ORDER YOUR COPY OF THE TRENDWOLVES TREND REPORT 2012 ON WWW.TRENDWOLVES.COM

EUROPEAN YOUTH INTELLIGENCE

INSPIRATIONWE SHARE OUR INSIGHT AT LECTURES AND WORKSHOPS AND PROVIDE INSPIRATION VIA SCENARIO THINKING AND BRAINSTORMING.

TREND IMPLEMENTATIONWE TURN TREND AND RESEARCH FINDINGS INTO CONCRETE CAMPAIGNS AND BOTTOM-UP BUSINESS STRATEGIES.

TRENDWOLVES IS A RESEARCH AND MARKETING AGENCY WITH ITS FOCUS ON YOUTH CULTURE.

ZEITGEISTRESEARCHCREATIVE QUANTITATIVE AND QUALITATIVE RESEARCH BY MEANS OF ONLINE SURVEYS, YOUTHLABS, DIARIES, IN-DEPTH INTERVIEWS, SOCIAL NETWORK SCANS, FIELD RESEARCH.

TRENDRESEARCHGENERAL TREND REPORTS OR SPECIFIC SECTOR REPORTS BACKED BY RESEARCH AND INPUT FROM A EUROPEAN NETWORK OF TRENDSETTERS AND INNOVATORS.

BE INSPIRED BY THE VISUALISATION OF OUR TREND REPORT 2012 WANT TO KNOW THE COMPLETE STORY BEHIND THE POSTER?

ORDER YOUR COPY OF THE TRENDWOLVES TREND REPORT 2012 ON WWW.TRENDWOLVES.COM

INTRODUCTION

So there we were, in our asteroid-proof bunker, among the canning jars, pepper sprays and freezers full of DNA. It had survival course written all over it. We had quickly made contact a sect that promised us a place in the Hereafter, so we said goodbye to our dear non-be-lievers. We were ready for it – the End. And then it happened... nothing. No apocalypse. No alien invasion. No planetary objects hitting the earth. Not even a black-out. The Mayans had us where they wanted us. But it was a no-show.

So should we trust the New Agers? They believe that 21 December 2012 is the start of a tran-sition in which the Earth and her inhabitants will undergo a physical and/or spiritual transfor-mation and that 2013 will mark the start of a new age? This is not an unattractive idea in and of itself. We have reflected on human mortality and we realise that it will endure, at least for now. So let’s start again, from scratch. And go for it.

Millennials are predominantly optimistic but a lot of young people are still lost. The quest for identity, which is particular to being young, remains a difficult one. The online culture of viewing and comparing created by social networks does not take the edge off this process. What’s more, young people’s expectations and the range of choices open to them are still increasing, while economic conditions are not favourable for them. What we are seeing, however, is a “hands-on” mentality.

“The future is here. We are building it. It is uncertain, but we are building it”, says Luna Miguel (22). The young people of today are aware that things are changing. And they are looking for solutions with a striking realism. Not on the basis of grand ideals but by making daily contributions within the realm of what is possible for them. Because every step counts. They are not afraid to roll up their sleeves and work together. Furthermore, the innovations they bring to the market provide a breath of fresh air and have left more than one CEO breathless.

How do they do it? Young people are the first to pick up new technologies and to see digital possibilities. They have the flexibility that a rapidly changing society demands. Although they live at a fast pace, they don’t let themselves just get dragged along. They understand that delivering quality requires time. And that they need to take time off every now and then, in order to maintain that fast pace. It helps them to remember what they’re working on. After all, awareness enriches life. And yes, young people are getting back to yoga.

In the last couple of years, reports of doom and gloom and tales of crisis have depressed almost all generations. But not those who will be in charge tomorrow. They have a different approach in ways that previous generations will not always understand at first. However, this is the most important characteristic of a new generation and precisely what we need for the future. Because, young people are the drivers of change.

Take a minute. Think about it.Tom, Trendwolves

10 11

1.

APOCAHOLISM & GENERATION ZOMBIECRAZY CLOWN TIMEDRAMATIQUE EXCENTRIQUETOP 10 HITS OF THE END OF THE WORLDEVERYTHING IS FUCKED, EVERYTHING IS OK

2.

SURVIVAL OF THE BRAVESTBODY MODIFICATION: FROM ÖTZI TO POSHFEMMES BATAILLESPREHISTORY OF THE FUTURETRA$HY = CLA$$Y

3.

DEFENCE BY DE-FACINGRECOMBINANT FICTIONDIGITAL TRACKINGHACKTIVISMCHAFFERINGLIMITED SOCIAL

4.

THINK TANKS: IF NOT NOW, THEN WHEN? CYCLE THINKINGPROCESS FOCUS

SUSPICIOUS MINDS

5.

WONDERFUL WORLD OF THE WORLD WIDE WEBBUILDING FROM SCRATCHBUILDING BY MIXINGDO-IT-YOURSELF MENTALITYYOUNG MAKER MAKE IT TOGETHEROFFLINE ACCELERATING

6.

FIND YOUR OWN GREATNESSLEARNING OUTSIDE CLASS GOOGLE SCIENCEDATA-MENTORINGSCIENCE IS HOT

7.

SENSE-ATIONBODY REVOLUTIONNATURAL DESIGNIN PURSUIT OF HAPPINESSLIFE IN COMMUNITY

8.

SLOWING DOWNLOGGING OFFBEAUTY OF BOREDOMCOCOONING AWAYDREAM FOR THE FUTURE

SENSE AND SENSITIVITY

TIME FOR EXPERTISE

Trendwatcher and partner at Trendwolves Tom Palmaerts inspires your team or audience with an awesome presentation about youth lifestyle trends in combination with your market. Become future ready in one hour!

Palmaerts is a worldwide keynote speaker and Trendwolves trend consultant. In 2009 - as a result of his drive, originality & passion - he was awarded "specialist trendwatcher of the year" by the trendwatching platform Second Sight.

Contact us for more information

APOCAHOLISM

18

APOCAHOLISM AND GENERATION ZOMBIE

The end of the world was taken seriously in 2012. For as long as 50 years, we have been receiving warnings of population explosions, famine, plagues, energy crises, shortages of minerals, water wars, thinning ozone, acidifying rain, nuclear winters, Y2K bugs, mad-cow epidemics, killer bees, sex-change fish, cell phone-induced brain cancer epidemics and climate catastrophes. And then at last, it was time for the cherry on top: the world’s final game over.

It’s hard to believe how the whole world listened to apocalyptic screamers of doom and gloom. And those who did not listen will certainly have seen the odd zombie passing by on their TV screen, in the newspaper or down the street on Halloween. Zombies were a real hype among young people. Horror has been popu-lar with youngster for a while now. They are used to continuously receiving impulses and love being frightened once in a while.

The following is a small impression of the doom craze, the most extreme example being the Doomsday Preppers. Because, honestly, who would want to be a sole survi-vor in a world ruled by the scum you see here?

18

Tota

l Los

t

19

© A Little Bit Zombie/Apocalypse redemption/Dead Cold/Dead Island/Dead Rising/Dead Season/Evil Dead/I Am A Hero/I Love Sarah Jane/Lollipop Chainsaw/Pride and Prejudice and Zombies/Rec 3 Genesis/REC 4 apocalypse/Red Dead Redemp-tion Undead Nightmare/Resident Evil Retribution/Silent Hill Revelation 3D/The 4th Reich/The Walking Dead/Warm Bodies/Winter Of The Dead Meteletsa/World War Z/Zombie/Zombie Massacre

Vampires are too romantic

Dramatique Excentrique

“There is melancholy in the wind and sorrow in the grass” - Charles Kuralt

trend

trend survival of the bravest

trend femmes batailles

Evolution of a female warrior

Prehistory of the Future

trend re-civilize civilization

trend paleo lifestyle

trend primal gastronomy

forget about retro ...a new generation with (finally) different aesthetics

Tra$hy = Cla$$y

Unusual Magic

Scuzzy Glam

aka Cata Pirata

trend search for new aesthetics

Digital Disguise

trend de-facing

trend closed networks (I know, again;)

trend chaffering(flexible pricing)

www.lifecycleinitiative.orgtrend cycle thinking

trend usership and accessibility

trend focus on Quality

trend repair manuals

C-Fabriek

trend process transparency

trend survival craft

trend low cost technology

trend tween crafters

Makers make it together

Maker Faire

Data-mentoring

xxx

Science is hot

trend single tasking

trend: Sense-ation

Natura Pura

trend Body Revolution

Harder Better Faster

Stronger

nicer Better slower

Stronger

Julia Holter Goddess Eyes I

trend soft focus

trend slow motion perspective

Felix Boehmtrend beauty of boredom

Sewn as a Site

trend: cocooning away

trend Sur-realm

Mona Friedman

Table of contents

TRENDS 2013

We describe and visualise eight trends in as many inspiring chapters. Each trend starts off with a brief summary, followed by the underlying story and an overflow of concrete examples and interviews with young people.

14 TOTAL LOST26 RAW CULTURE46 SUSPICIOUS MINDS60 FUTURE PREPAREDNESS74 YOUNG MAKERS90 TIME FOR EXPERTISE102 SENSE AND SENSITIVITY116 DREAMOTION

INFLUENCER THEORY

Although Trendwolves looks ahead, it also keeps abreast of the current state of affairs. We do research on a continuous basis. We keep up to date on European young people by way of online surveys, trend labs, in-depth interviews, observations and diaries. In 2012 we did a large research about influencers and who exactly they are.

130 INFLUENCER THEORY142 INFLUENCERS

GENERATION BY ELEMENTS

Gathering, skills, connectivity, rebellion, he-roes, looks, travel, music, sex and happiness. The ten Trendwolves’ Elements help to anal-yse youth culture and their standing in life. We zoom in on each of these 10 Elements.

160 MUSIC162 SEX164 HAPPINESS166 REBELLION168 HEROES170 CONNECTIVITY172 GATHERING174 TRAVELLING176 SKILLS178 LOOKS

CITY REPORTS

External trend spotters and cool kids share their insights in a short piece. City coolhunt-ers from 10 European cities introduce and comment on a few cool concepts that they spotted in their city.

182 BARCELONA186 PARIS190 PRISHTINA194 LONDON198 HELSINKI200 BERLIN204 LISBON208 ANTWERP212 ISTANBUL216 AMSTERDAM

MARKET REPORTS

But what do all these trends and information mean for your company in a specific sec-tor? We picked out some interesting sectors and took a good look at what is happening in that sector with general trends and specific examples.

222 EDUCATION228 ENERGY234 FINANCE242 FOOD&DRINKS250 GAMING254 MEDIA & COMMUNICATION260 NIGHTLIFE266 BEAUTY, FASHION & SEX276 WORK

ZEITGEIST

Who are Europe’s young people? To provide a good image of who we are always talk-ing about, we give you the facts and figures about European youth.

284 HOW MANY?286 UNEMPLOYMENT288 ENTREPRENEURSHIP290 LEAVING THE PA-

RENTAL HOUSHOLD292 NOT EMPLOYED, NO EDU-

CATION, NO TRAINING294 HEALTH & WELL-BEING296 COMPUTER &

INTERNET USE

The European Youth Trend Report by Trendwolves is the reference par excellence when it comes to youth trends. This yearly 300 pages book, bundles figures, insights and perceptions of trends on the market and among youngsters. It offers tons of inspiration for business development, product – and service design. 

Order now on trendwolves.goodsie.com

More information?Table of contents of The European Youth Trend Report

YOUTHRyouth trends , insights & coolhunts database

Interested in a yearly subscription? Contact maarten(at)trendwolves(dot)com for more information

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