Irish Youth Culture       Trends and Insightsfinding the difference that makes the difference
MCCP Trendstream™ monitors human   behaviour and translates it into business         advantage for YOUR brandIdentifying s...
6 themes shaping cultural shiftsamongst Ireland’s 15-24 year oldsMCCP is an independent Strategic Planning andInsight agen...
The number of 15 – 24 years olds in Irelandhas declined by 6% since 20062006                                              ...
6 Themes1. Loss of Trust in Traditional Institutions2. Ambition Reframed by Recession3. Liberal as always but with high Mo...
1. Loss of Trust in Traditional Institutions                           *Just 12% of 16 – 20 year olds would describe      ...
As a result our role models have shifted to   those who are doing and are self madeTell me about one person you admire?‘Da...
So What?1. To be trusted by today’s youth brands must becomeactively involved, not just pay lip service to a cause        ...
2. Ambition Reframed by RecessionIreland’s                      Pre recession                                     Todayyou...
The recession has created bottle necks in thelife stage journey, causing frustration for many  You come out of college...a...
So What?2. An opportunity exists for brands to empowerIreland’s young by providing an outlet for their ambition         Fi...
3. Liberal as always but with high MoralStandards                                          3 out of 4 18 to24 year olds ar...
An intolerance of the poor behaviour of othersexists                                  4 out of 5 12 to 18-year-olds       ...
‘The Ten Commandments of Youth’ as   collectively agreed by young Europeans1. Have faith in yourself                      ...
So what?3. Brands must be increasingly conscious of not fallingfoul of the high moral standards of the young         Findi...
4. Ireland’s Thrifty Somethings and their Love ofSharing                                               Irish consumers hav...
The recession has led to sharing becomingembedded in the lives of Ireland’s young                                • “Since ...
So what?4. Gain WOM and Brand love by giving things they can share withtheir friends            Finding the difference tha...
5. Social Circle Disintegration                        Far Away                         Friends        1,000 people are es...
So what?5. Disintegration of social networks presents opportunity for brands tohelp young people stay in touch/close to fr...
6. From Fight to Flight                                   Over 1 out of every 2 18–24 year                                ...
Increased emigration is creating two distinctgroups, The Leavers and The Left Behinds                                     ...
So what?6a. For the leavers brands can act as a reminder of the ‘good thingsback home’6b. For the ‘left behinds’ brands ca...
Contributing Sources•Central Statistics Office (2011)• Educational Research Centre, St Patrick’s College Dublin (2010)• ju...
For expanded details talk to MCCP:T: +353 1 6350030E: susan@mccp.ieVisit: www.mccp.ieTwitter: @MCCPTrendstream       Findi...
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MCCP Irish youth culture trends and insights

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MCCP Irish youth culture trends and insights

  1. 1. Irish Youth Culture Trends and Insightsfinding the difference that makes the difference
  2. 2. MCCP Trendstream™ monitors human behaviour and translates it into business advantage for YOUR brandIdentifying seeds for Peoplegrowth for your brandbased on on-goingdevelopments in Culturalpeople’s mind-set, Contextbehaviours and theircultural context. So What For Your Brand Finding the difference that makes the difference
  3. 3. 6 themes shaping cultural shiftsamongst Ireland’s 15-24 year oldsMCCP is an independent Strategic Planning andInsight agency based in Ireland working onleading local and international brands Finding the difference that makes the difference
  4. 4. The number of 15 – 24 years olds in Irelandhas declined by 6% since 20062006 2011 • 638,400 15 – 24 year olds • 600,200 15 – 24 year olds in Ireland in Ireland, representing a decline of 6% So what? Contractions within the size of this market segment intensifies the need for clear understanding of the themes shaping the lives of Ireland’s young *Source: CSO 2011 Finding the difference that makes the difference
  5. 5. 6 Themes1. Loss of Trust in Traditional Institutions2. Ambition Reframed by Recession3. Liberal as always but with high Moral Standards4. Ireland’s Thrifty Somethings and their Love of Sharing5. Social Circle Disintegration6. From Fight to Flight Finding the difference that makes the difference
  6. 6. 1. Loss of Trust in Traditional Institutions *Just 12% of 16 – 20 year olds would describe themselves as religious and active attendees of religious gatherings **82% of Irish teens surveyed agree that people should be free to criticise the government **92% of Irish teens say that people should be allowed to protest if they felt a law was unfair. **Just 52% of Irish teens have trust in the National Government compared to an international average of 62% *1 out of every 2 20 - 24 year olds believe that the young of Ireland are now be affected by the recession through no fault of their own *Source: justaskmccp 2010 **Source: Educational Research Centre, St Patrick’s College Dublin, 2010 Finding the difference that makes the difference
  7. 7. As a result our role models have shifted to those who are doing and are self madeTell me about one person you admire?‘Dad, no matter what happens hekeeps going & nothing is ever toomuch for him when it comes to family’ Move from institutional to individual ‘I’d have to say Bill Cullen just i.e. what I because of the way he has come from nothing and achieved so much’ can do Source: MCCP Consumer Dialogues, 2010 Finding the difference that makes the difference
  8. 8. So What?1. To be trusted by today’s youth brands must becomeactively involved, not just pay lip service to a cause Finding the difference that makes the difference
  9. 9. 2. Ambition Reframed by RecessionIreland’s Pre recession Todayyouth aremoreambitious Fun Lovingthan ever with Experimentation Hard Workinga believe in Determinationhard work anddetermination ‘Anyone that does want to have comfortable life is just going to have to work really hard for it & that’s not a bad thing, because you deserve it if you work hard for it!’ Source: MCCP Consumer Dialogues 2010 Finding the difference that makes the difference
  10. 10. The recession has created bottle necks in thelife stage journey, causing frustration for many You come out of college...and are on the brink of your career, it’s supposed to be one of the defining things in your life but now we are all sitting here going oh god I wasn’t expecting this” Source: Behaviour and Attitudes 2010 Source: MCCP Consumer Dialogues 2010 Finding the difference that makes the difference
  11. 11. So What?2. An opportunity exists for brands to empowerIreland’s young by providing an outlet for their ambition Finding the difference that makes the difference
  12. 12. 3. Liberal as always but with high MoralStandards 3 out of 4 18 to24 year olds are in favour of couples taking time to test the strength of their relationship before marriage 1 in 5 people under the age of 35 believe that people should be allowed to have sex at 16 years of age or younger 9 out of 10 people now reject outright the notion that they might think less of a person if he/she revealed to them that they were gay or lesbian. Younger people are significantly more likely than older individuals to shun any notion of personal religious conviction*Source: Behaviour and Attitudes 2010 Finding the difference that makes the difference
  13. 13. An intolerance of the poor behaviour of othersexists 4 out of 5 12 to 18-year-olds say parents should not drink alcohol and become drunk in front of their children*. Despite taking the moral high ground regarding parents drinking 3 in 4 teenagers admit to drinking** themselves whilst 1 in 4 actively binge drink* *Source: Behaviour and Attitudes 2010 **Source: MCCP Consumer Dialogues 2010 Finding the difference that makes the difference
  14. 14. ‘The Ten Commandments of Youth’ as collectively agreed by young Europeans1. Have faith in yourself Today’s youth in2. Respect your parents Ireland and across3. Be honest Europe believe that any set of4. Take responsibility for your own life commandments5. Live life to the full and be passionate should be a list of ‘Do’s’ not ‘Don’ts’,6. Keep your promises something to offer7. Work hard to succeed but not to the detriment of others more of a guiding steer than an8. Be tolerant of others’ differences imposing set of9. Be happy and optimistic, even in adversity rules. This reflects their moral outlook10. Create, don’t destroy *Source: MTV Sticky, Pan European Study (2010) Finding the difference that makes the difference
  15. 15. So what?3. Brands must be increasingly conscious of not fallingfoul of the high moral standards of the young Finding the difference that makes the difference
  16. 16. 4. Ireland’s Thrifty Somethings and their Love ofSharing Irish consumers have become thrifty during the recession with 75% of consumers saying they will continue to shop around after the recession* 2 in 5 18-24 year olds rate the cheapest price as the most important thing when making a purchase decision in 2011** „Whenever I see a good deal I immediately text all my friends to tell them about it‟ ****Source: NCA 2010**Source: justaskmccp 2011***Source: MCCP Consumer Dalogues 2010 Finding the difference that makes the difference
  17. 17. The recession has led to sharing becomingembedded in the lives of Ireland’s young • “Since the recession I see my friends for proper catch Sharing Quality Time ups as opposed to drunken catch ups” * •“Because everyone is in the same boat its as if its ok to Sharing Woes talk about things today”* • “We used to go out to dinner with friends quite a lot but you wouldn‟t do that now. Now, you‟d have them over Sharing Costs to your house for something and the next time you‟d go to theirs”* Sharing Deals/Offers • “If someone finds a good deal or a 2for1 offer a text will immediately be sent to get everyone together” * **Source: MCCP Consumer Dialogues 2010 Finding the difference that makes the difference
  18. 18. So what?4. Gain WOM and Brand love by giving things they can share withtheir friends Finding the difference that makes the difference
  19. 19. 5. Social Circle Disintegration Far Away Friends 1,000 people are estimated to Work leave Ireland every week inFriends 2011* 11% (52,243) of the live register is made up of people under 25, meaning many are cut off from social networks** Due to the recession nights outHobby/ have shifted from being random Sport School/ Home to organised and in moderationFriends Friends College „My group of friends has become Friends more fractured this year than before‟*** *Source: ESRI 2011 **Source: CSO Jan 2011 ***Source: MCCP Consumer Dialogues Finding the difference that makes the difference
  20. 20. So what?5. Disintegration of social networks presents opportunity for brands tohelp young people stay in touch/close to friends/family but also to findnew friends with common interests Finding the difference that makes the difference
  21. 21. 6. From Fight to Flight Over 1 out of every 2 18–24 year olds would opt to flee from Ireland if no obstacles stood in their way* Canada has extended the Irish allocation of working holiday visas for 18-35 year olds from 4,000 visas last year to 5,000 this year ** In the year to the end of June 2010, 3,041 Irish people got permanent- residence visas for Australia** *Source: justaskmccp2011 **Source: Irish Times 2011 Finding the difference that makes the difference
  22. 22. Increased emigration is creating two distinctgroups, The Leavers and The Left Behinds Vs. Finding the difference that makes the difference
  23. 23. So what?6a. For the leavers brands can act as a reminder of the ‘good thingsback home’6b. For the ‘left behinds’ brands can help restore Irish and self pride Finding the difference that makes the difference
  24. 24. Contributing Sources•Central Statistics Office (2011)• Educational Research Centre, St Patrick’s College Dublin (2010)• justaskmccp™ (2010 and 2011)• MCCP Consumer Dialogues (2010 and 2011)• Irish Times (2011)• ESRI (2011)• National Consumer Agency (2010)• MTV Sticky (2010)• Behaviour and Attitudes (2010)• LSN Global (2011) Finding the difference that makes the difference
  25. 25. For expanded details talk to MCCP:T: +353 1 6350030E: susan@mccp.ieVisit: www.mccp.ieTwitter: @MCCPTrendstream Finding the difference that makes the difference

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