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Unity - Engaging with the Youth Brand in the UK

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As an agency Unity has always had a strong sense of the world around us. We are aware of the social impact of government policy towards youth. We can see the impact the economic crisis not only …

As an agency Unity has always had a strong sense of the world around us. We are aware of the social impact of government policy towards youth. We can see the impact the economic crisis not only business but on the youth and the next generation. We have a passionate believe that we have to solve these problems and we are looking for solutions.

This is demonstrated by our creative, political and social campaigns for Wasted Youth, Crisis, Ben and Jerrys, Vinspired and Sound off for Justice. All have a strong youth element and focus to them. To be successful we need to understand the desires, wants and needs of the youth group.

This is a challenge for brands and for NGO'S. It is something that you cannot turn on and off. It is not something that any agency can do. This video will give you a snap shot of our understanding of this category and some of the work we have done in this area. We have developed our insights, strategy and understanding a lot further. Our finger is still on the pulse it is the world outside that has changed rapidly.

To put everything in context we just need to read the news about the Eurozone, the markets crashing and the ripple affect to understand the huge change whipping through the world. If the understanding, data and perception a brand has of youth is 'last year' or even last month then they simply won't connect. This group move quickly and change their likes and dislikes on a daily basis.

The statistics today indicate that Youth unemployment has hit a record high, fanning fears that Britain's young people could become a "lost generation" who cannot find work despite the recession ending a year ago.

The total number of adults under 25 who are out of work moved close to the 1 million mark in the three months to November, rising by 32,000 to 951,000. This pushed the youth unemployment rate up to 20.3%, which is also the highest level since records began in 1992.

Global youth unemployment has climbed to almost 75 million and is projected to stay that high for years to come

The scenario is rather simple. Brands want to understand and engage with youth so they buy their goods. This is the future of their market and their business. But if there is a crisis in youth which is not fully understood, if they have no jobs, no money and no prospects this radically changes the way that brands engage with this group. The rules for engagement have changed. Social media means that trends and needs change a lot quicker. The social economic changes mean the emotional needs and desires of youth has changed. If brands and organisations do't get this and understand it then they are losing a competitive advantage over their competition. If NGO'S and charities don't understand it the good work that they champion will fall on deaf ears.

If you are interested in discussing working and developing your brand to connect to youth please contact us.

Published in: News & Politics
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