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 TribesCan 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 –

TextingVoice CallingListening to (stored)

musicAlarm clocksListening 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 Ghosalemail: neel@cinsights.co.ukweb: www.cinsights.co.uk