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Youthtopia chenling


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Youthtopia chenling

  1. 1. Chenling Zhang Senior Reseacher @ MTV Networks Belgium
  2. 2. Mission Statement: “ To stay in permanent touch with kids & youth in Belgium through all our entertainment brands”
  3. 3. MUSIC
  4. 5. A Beta Life:// Youth MTV Media Mixers The Golden Age of Youth The Nickelodeon International Family Study
  5. 6. A new way of measuring brand equity <ul><ul><li>Youthtopia is how young people envisage the world today and in their ideal future. </li></ul></ul><ul><ul><li>It encapsulates their core values and, for the first time, allows brand owners to see how they stack up against the factors which are important to this audience. </li></ul></ul><ul><ul><li>Youthtopia opens up a whole new world of understanding: </li></ul></ul><ul><ul><li>Where does your brand fit into Youthtopia? </li></ul></ul><ul><ul><li>Is your brand in line with young people’s hopes and dreams? </li></ul></ul><ul><ul><li>If not, how do you get to where you want to be? </li></ul></ul>
  6. 7. We realised that to truly understand what young people value today we couldn’t expect to find this out from a few focus groups. Instead, for the qualitative phase of this project we recruited 102 young people across Europe (UK, Holland, Italy, Germany, Poland, Greece). We spent over 800 hours with them, connecting via an online community. Over a 3 month period they posted more than 2,500 blog entries and uploaded in excess of 200 videos . We recruited a diverse range of respondents from varying socio-economic backgrounds and with different interests
  7. 8. Creating Youthtopia <ul><li>The qual phase gave us the blueprint for Youthtopia – the quant phase was the actual construction of it. </li></ul><ul><li>To do this we interviewed 7,000 young people aged 16-34 across Europe (UK, Holland, Italy, Germany, Poland, Greece, Sweden). </li></ul><ul><li>They told us what was important to them in key areas of their life - both now and in an ideal world. </li></ul><ul><li>They also answered on behalf of brands - some 180 brands in total. </li></ul><ul><li>The result is a vision of Youthtopia designed to young people’s specifications, and with brands rated on their terms. </li></ul>
  8. 9. Definitions
  9. 10. Definition Value – “It is important to work hard and be successful” Expectation = “This year I want to graduate, get a good job in a well known law firm and be earning £50k by the time I am 26” Aspiration = “By the time I’m 35, I want to be the boss of my own multi-million dollar business”
  10. 11. Today: Aspirations = Expectations <ul><li>The overwhelming majority of our respondents expect to achieve their aspirations </li></ul><ul><li>“ I’m confident of achieving my dreams, It’s not down to fate, it is down to personal drive and want.” Male, 17, UK </li></ul><ul><li>“ I see how other people life and basically i want to live like that too. I want a big gorgeous house and nice cars and nice holidays because I don't see any reason why i cant have them if other people can.” - UK, 23 Female </li></ul><ul><li>“ I often repeat the words of Winston Churchill: Never, never , never give up . I heard this quote by chance and it really got to my head. These few simple words mobilize me not to give up, to fight with my weaknesses and to fulfill my dreams, because life without dreams is tasteless.” – M, Poland </li></ul><ul><li>“ Everyone is responsible for his own life; you can get and become whatever you want to have or want to be... you just have to work hard and you have to believe. Don`t lose track of your goals!!!!” F, 23, Germany </li></ul><ul><li>“ My motto life to the fullest...and never let people tell u u cant do things,anybody can do and be what they want if they just put their mind to it... u can reach ur goals and fulfil ur dreams:)” F 21, UK </li></ul>
  11. 12. No difference? <ul><li>One of the most striking takeouts was just how similar our respondents answers were </li></ul><ul><ul><li>Their values are nearly identical </li></ul></ul><ul><ul><li>The people they admire are the same </li></ul></ul><ul><ul><li>Their model of Youthtopia looks nearly identical </li></ul></ul><ul><ul><li>But the variation we found did not seem to be determined by the traditional big differentiators, namely: </li></ul></ul><ul><ul><li>Nationality </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Gender </li></ul></ul><ul><ul><li>(Social class) </li></ul></ul><ul><li>Why is this? </li></ul>
  12. 13. <ul><li>Our markets, in the big scheme of things, are all fairly similar with a shared Christian and European narrative. </li></ul><ul><li>Our age range is reasonably narrow – covers only the second age of youth </li></ul><ul><li>The Gender landscape is increasingly flat and we spotted surprisingly few differences even amongst traditionally polarising areas such as relationships and work </li></ul><ul><li>Class – Socioeconomic background does remains a key factor, but is still not the ultimately limiting factor it once was </li></ul><ul><li>However, we found three other factors to be key to the formation of aspirations </li></ul>No difference?
  13. 14. There are three key factors that impact aspirations Social capital This is the resource which the individual has available to themselves. Recognition Things which the individual is recognised for being good at. This reward encourages further investment in the pursuit Significant moments that cause the individual to re-evaluate aspirations Critical events Sociocultural Context Aspirations
  14. 15. Social Capital <ul><li>The third key factor which determines young people’s aspirations and their ability to achieve them is ‘social capital’ - the ‘resources’ available to young people </li></ul><ul><li>Social Capital can be bonded or bridging: </li></ul><ul><ul><li>Bonded = resources tend to be tied into closed social networks – e.g having a reputation as a good fighter, or being sexually promiscuous </li></ul></ul><ul><ul><li>Bridging = Resources which open new flexible opportunities – e.g. owning a car, having an education, experiencing travel, having access to media </li></ul></ul>Bonded Bridged Social network 1 Social network 2 Social network 2 Social network 1 Social network 3
  15. 16. Context: re-evaluating contemporary youth
  16. 18. Hopes and dreams From exercises, questions and assignments given to our community, 5 meta-values emerge… ~ Individuality ~ Tradition ~ Honesty ~ Effort ~ Positivity CONTEMPORARY YOUTH VALUES
  17. 19. Have faith in yourself Take responsibility for your own life Young people consider themselves autonomous individuals rather than representatives of a group. This is not to be confused with being a ‘loner’ – more about being fluid, part of many crowds, not one. “ I've never really fit one scene. emo – I’ve got my skinny jeans and Atticus jackets ready, indie – I’m on the street promotions team for about 4 bands, reggae - from mad professor and coco tea to bob Marley, I jam to it all” - Male UK Individuality 1 CONTEMPORARY YOUTH VALUES
  18. 20. Respect your parents Parents are the unlikely heroes of Gen Y. Their attitude, attributes and model of family life has become aspirational. Unlike previous generations, young people are actively choosing a traditional family model, rather than being forced into it. The major difference between Gen Y and their parents is that Gen Y aim for greatness – and expect to achieve it. “ One of the defining features of this generation compared to others is that their own and their parents’ values seem closer than ever” Prof. Ronald Inglehart “ Parents offer an oasis of obligation in a sea of choice” Prof. Janet Holland Tradition 2 CONTEMPORARY YOUTH VALUES
  19. 21. Keep your promises In an individualistic culture it is essential to know what other individuals are thinking and be able to rely on them. In an individualistic culture friendships take on a heightened importance; there is less societal pressure to keep you in line and honesty is highly valued. “ Isn’t it amazing that lying is not a deadly sin?” Male, UK “… it takes time to make a new friend…he has to prove it to me that he deserves to be called a friend. Only honest people are trustworthy, and they would for sure stand by you when difficulties occur” - Male, Greece Honesty 3 CONTEMPORARY YOUTH VALUES
  20. 22. Family & Friends first <ul><li>Importantly our study suggests that this very process of individualisation has caused a far greater dependency on friends and family. </li></ul><ul><li>The absence of other support structures and places to belong these relationships have a greater impact than before, are taken more seriously and treated with greater respect. </li></ul><ul><li>“ Parents offer an oasis of obligation in a sea of choice” </li></ul><ul><li>– Professor Janet Holland </li></ul><ul><li>“… a heightened investment in response to the uncertainties of individualisation” </li></ul><ul><li>– Beck and Beck-Gernsheim 1995 </li></ul>
  21. 23. Work hard to succeed but not to the detriment of others The majority have a strong work ethic and seem incredibly driven to achieve their imagined future. They hold great respect for those who work hard and overcome adversity – in fact, failure is assumed to stem from laziness. “ The two people I admire in my personal life are easy: My dad and my stepdad. They both work really hard so they can live the way they wanna live. These men are hard working and good men with a heart of gold.” - Male, Holland Effort 4 CONTEMPORARY YOUTH VALUES
  22. 24. It’s essential to be happy and positive in life. This generation are unimpressed by those merely ‘going through the motions’. However, classic hedonistic youth behaviour appears to be in decline: They adopt a conservative attitude to drugs and are unwilling to ‘over commit’ to something that may damage future opportunities. “ Fun – that’s how you can describe my life. I can however always stop, if having too much fun would stop me from achieving things” – Male, Poland Positivity 5 “ I dream of discovering a cure of cancer - saving millions of people, taking over the world and make it become a better place! Resolve all the social issues on earth” - Female, UK CONTEMPORARY YOUTH VALUES Live life to the full, be passionate Be happy & optimistic, even in adversity
  23. 25. The 10 Commandments of youth Key commandments in all countries Important in some countries but not all Important in most countries CONTEMPORARY YOUTH VALUES Have faith in yourself Be honest Take responsibility for your own life Respect your parents Keep your promises Live life to the full, be passionate Be happy & optimistic, even in adversity Work hard to succeed, but not to the detriment of others Be tolerant of others' differences Create, don't destroy (don't destroy yourself, others, the earth, values) Aim high, dream big Be individual Respect the environment Try to make as many good friends as you can Have fun, but not to the detriment of success
  24. 26. And their Deadly Sins? Greed Sloth Lust Wrath Pride Envy Gluttony From this To this… CONTEMPORARY YOUTH VALUES Racism Dishonesty Bullying Greed Adultery or cheating on your partner Anger Envy
  25. 27. Rethinking contemporary youth <ul><li>Individualistic </li></ul><ul><li>Sexually promiscuous </li></ul><ul><li>Spoiled </li></ul><ul><li>Rebellious </li></ul><ul><li>Lazy </li></ul><ul><li>Hedonistic </li></ul><ul><li>Celebrity Obsessed </li></ul><ul><li>Badly behaved / Disrespectful / Rude / Aggressive / Violent </li></ul><ul><li>Moody / Sulking / Depressed </li></ul><ul><li>Family and friend focused </li></ul><ul><li>Looking for love </li></ul><ul><li>Spoiled…but grateful for it </li></ul><ul><li>Conformist </li></ul><ul><li>Industrious </li></ul><ul><li>Born to be mild </li></ul><ul><li>Achievement Obsessed </li></ul><ul><li>Polite / respect where respect is earned / well mannered and tough on crime </li></ul><ul><li>Optimistic </li></ul>
  26. 28. Bron: Het Laatste Nieuws
  27. 29. Hopes and dreams 2. AMBITIONS & BEHAVIOUR
  28. 30. Meta-values define young people as a generation, but what defines them as individuals are their ambitions. Ambitions, or hopes and dreams , are a product of both meta values and external influences – the media, friends and family, critical events, experience etc. Unlike meta values, ambitions can change frequently , which makes them more useful for brands to understand and tap into as this ultimately drives youth attitudes and behaviour. A Generation versus an Individual AMBITIONS & BEHAVIOUR
  29. 31. AMBITIONS & BEHAVIOUR Click here to listen to their ambitions
  30. 32. By speaking to our community of 102 young people over several months we identified 10 key areas in life where they had ambitions – such as relationships, material goods, their career, home, society as whole, how they wanted to be seen by their peers etc. These 10 key areas became the foundations of Youthtopia: Understanding ambitions AMBITIONS & BEHAVIOUR Ethics Identity Society Home Education Work Family Friends Travel Relationships
  31. 33. Although only 5 meta-values define young people as a generation; as individuals, we identified 40 very different ambitions. AMBITIONS & BEHAVIOUR Collectivist Aspirational Pragmatists Outsider x = 40 different ambitions “ I want to get married, have kids and settle down in a nice home” “ I want to be known and respected as being a good person who does the right thing” “ I want to live in a society where all people have the same opportunity and those who are less fortunate get help” “ I’m not bothered where I live, I just want to be able to have the freedom to live where I like” “ I love to travel, I want to go to the most exotic places, taste the best food and experience the best hotels in the world” “ I don’t need many friends, I’m pretty self-sufficient” Ethics Identity Society Home Education Work Family Friends Travel Relationships
  32. 34. Collectivist Wanting to do good, because that’s a good thing to do . Aspirational Wanting to do good, because that would make me look good. Pragmatist Willing to accept good enough. Outsider Would challenge the question and ask what do you mean by good? AMBITIONS & BEHAVIOUR
  33. 35. I want to find my soulmate who I can totally trust and be honest with Pragmatist Collectivist Aspirational Outsider I want to find a passionate lover who I can have the most amazing & romantic relationship with I’m not looking for commitment right now, I’m happy to just have a bit of fun I want to get married, have kids and settle down in a nice home Relationships AMBITIONS & BEHAVIOUR Here are the four dominant ambitions when it comes to relationships…
  34. 36. I want to learn as much as I can to expand my mind and broaden my horizons Pragmatist Collectivist Aspirational Outsider A good education and good grades are important to ensure you have a good job and career I don’t think a formal education is that important, life experience is more useful, especially if you have other skills My parents would be disappointed if I didn’t try my best at school Education AMBITIONS & BEHAVIOUR And for education….
  35. 37. Which ambition is dominant in each area? <ul><ul><li>This chart shows the different ambitions within each of the 10 areas. For ‘Family’, Pragmatic ambitions dominate; for Society there is no one main ambition… </li></ul></ul>Ethics Identity Society Home Education Work Family Friends Travel Relationships C= Collectivist A = Aspirational P = Pragmatic O = Outsider YOUTHTOPIA
  36. 38. Lifestage has a big impact on where people live in Youthtopia Living with your parents Most outsider Living with friends Most aspirational, collectivism relatively low Partner but not living together Collectivism is strongest Living with partner Still a high degree of collectivism but less aspirational Family Least aspirational, less collectivism YOUTHTOPIA
  37. 39. Where do brands live in Youthtopia? YOUTHTOPIA
  38. 40. Youth Aspirations - Material <ul><li>This year: </li></ul><ul><li>a recording studio </li></ul><ul><li>a 32&quot; sony bravia flatscreen tv, </li></ul><ul><li>an xbox 360 (with games), </li></ul><ul><li>a motorbike, </li></ul><ul><li>a vw polo g40, </li></ul><ul><li>an aquarium, </li></ul><ul><li>lots of energy drink, </li></ul><ul><li>lifetime supply of monster , </li></ul><ul><li>a psp , </li></ul><ul><li>iphone , </li></ul><ul><li>mini ramp in my garden, </li></ul><ul><li>trip to japan, </li></ul><ul><li>winning lottery ticket, </li></ul><ul><li>flat in hertford, </li></ul><ul><li>new clothes, </li></ul><ul><li>lots of nike joggers, </li></ul><ul><li>nike sb tre zoom skate shoes, </li></ul><ul><li>nikon slr camera with fisheye lens, </li></ul><ul><li>driving lessons, </li></ul><ul><li>hoodys, </li></ul><ul><li>14 hole cherry red doc martens , </li></ul><ul><li>fred perry polo shirts.. </li></ul><ul><li>cant think of anything else but theres more--- a basketball hoop! </li></ul><ul><li>Aged 35: </li></ul><ul><li>porche gt3 </li></ul><ul><li>suzuki gsx-r750 </li></ul><ul><li>bmw m5 , nice house </li></ul><ul><li>do kids count as a material good? </li></ul><ul><li>swimming pool </li></ul><ul><li>basketball courts </li></ul><ul><li>recording studio </li></ul><ul><li>nice clothes </li></ul><ul><li>hair on my head </li></ul><ul><li>big tv cinema system </li></ul><ul><li>new games consoles </li></ul><ul><li>Aquarium </li></ul><ul><li>sit-on lawnmower </li></ul><ul><li>Tractor </li></ul><ul><li>speedboat </li></ul><ul><li>tattoo artist on site </li></ul><ul><li>monster energy fridge </li></ul><ul><li>M, 21, UK </li></ul>“ its funny you asked because I write this list all the time”
  39. 41. <ul><li>It’s essential for brands to know how they are perceived by young people and what is driving their perceptions. </li></ul><ul><li>This is where the Youthtopia model can help. </li></ul><ul><li>By asking young people to imagine a brand as a person and the sort of ambitions they would have in each of the 10 areas of life which are important to them, we can see where a brand would ‘live’ in Youthtopia. </li></ul><ul><li>We can also see what is driving these perceptions, enabling brands to see where they need to focus to ensure they have the right ‘address’ in Youthtopia in the future. </li></ul><ul><li>This is a completely new, but very powerful, way for brands to better understand their brand equity with young people. Moreover, the results provide an innovative blueprint for how a brand can ultimately change their address in Youthtopia and appeal more strongly to their target audience. </li></ul>Knowing your address in Youthtopia YOUTHTOPIA
  40. 42. So where do young people live in Youthtopia? YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
  41. 43. As you move through life, you move through Youthtopia YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
  42. 44. And socio-economic status changes your outlook on life Further education leads to more Collectivism YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
  43. 45. So far, we’ve shown where young people live in Youthtopia, we also asked them to choose their ambitions in an ideal world, where there are no barriers in their way… Ethics Identity Society Home Education Work Family Friends Travel Relationships = Here & now = In an ideal world C= Collectivist A = Aspirational P = Pragmatic O = Outsider Where would they like to live?
  44. 46. In an ideal world youth are more Aspirational and have more Collectivism YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
  45. 47. Where should a brand live? In all countries there is a positive correlation between Aspirational ambtions and brand favourability – and a negative correlation between Pragmatic ambitions and favourability YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
  46. 48. Where do you want to be? If you want to be loved by everyone then Collectivism can help: There is a positive correlation between Collectivism ambitions and social responsibility However, ‘challenger’ brands may need a strong element of Outsider. YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
  47. 49. Collectivism @ work: Q: Indicate the 3 most important reasons for choosing a certain education. Source: MTV Networks, Youth & Governmental Issues 2007
  48. 50. Collectivism @ work: Q: How important are these criteria when looking for a job. – Top10 criteria ‘very to extremely important’ Source: MTV Networks, Youth & Governmental Issues 2007
  49. 51. Collectivism & Society <ul><li>Speel in op hun gevoel voor collectivisme cfr. MTV Staying Alive, Hope for Haïti & Sensoa Wereld Aids Dag. </li></ul>
  50. 52. Educational collectivism <ul><li>Mind & horizon expansion are most important when it comes to education cfr. KULeuven & Lessius </li></ul>
  51. 53. Broaden your horizon!
  52. 54. Don’t forget <ul><li>Heavy link between collectivism and society – education </li></ul><ul><ul><li>Stress feeling of responsibility </li></ul></ul><ul><li>But don’t forget the Outsider element if you’re a Challenger (cfr. Pepsi vs Cola). </li></ul><ul><li>Positive link between aspirational elements and brand favourability </li></ul><ul><ul><li>Particularly when it comes to Leisure & Travel </li></ul></ul>
  53. 55. Thanks! More info [email_address]