25 year old Generation: a digest of the Study of Le Soir published in Dec 2013.

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In December 2013, the newspaper Le Soir ran a study on the Belgian 25 year-old generation in order to give an overview of what trends can be identified and what are the features of this generation. The study focuses particularly on this target because it is representative of the population who will face upcoming challenges. Indeed, most of them graduated few years ago and had to start their professional path in an unfavourable economic frame. In Belgium, 707441 people are between 25-29 years old (around 1/15 Belgian inhabitant). Among these people, several categories have been underlined regarding on their way of living.

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25 year old Generation: a digest of the Study of Le Soir published in Dec 2013.

  1. 1. 25 YEAR-OLD GENERATION A digest of the study ran by
  2. 2. A decisive generation for the future In December 2013, the newspaper Le Soir ran a study on the Belgian 25 year-old generation in order to give an overview of what trends can be identified and what are the features of this generation. The study focuses particularly on this target because it is representative of the population who will face upcoming challenges. Indeed, most of them graduated few years ago and had to start their professional path in an unfavourable economic frame. In Belgium, 707441 people are between 25-29 years old (around 1/15 Belgian inhabitant). Among these people, several categories have been underlined regarding on their way of living.
  3. 3. A generation touched by unemployment… • 66.7% of workers have a job in the private sector and 24.2% of them in the public one. • 24.1% of 25-29 year-old workers have a part time job. • 31.5% of CPAS beneficiaries are under 25 years-old. • The average salary in 2,579€ for 25-29 year-old people and 2,214€ for 20-24 year-old ones.
  4. 4. … and different from the previous one • Regarding 1989 natives: 20,654 on 140,165 are seeking for a job (14.7%). But 48.2% of them have been looking for a job for less than 6 months. • Graduated diploma does not always match with the reality of the employment market. • Nowadays, when young people are seeking for jobs, they particularly focus on the framework using ethical and emotional criteria. • They are more used to working in groups, they are more efficient and they have better analysing ability. They are also more able to gather information thanks to their computer skills.
  5. 5. A generation concerned about balancing private and professional life • Salary is not the main concern any more. • They are concerned about work conditions. • Their loyalty regarding employers usually lasts between 2 and 5 years. • The financial weakness influence new ways of living: flat-sharing, car-sharing. • Young adult generation is also concerned about getting back to the sport practice.
  6. 6. A generation which is involved in studies • Top 5 of 25 year-old study: 1) 2) 3) 4) Economics and Management Law Political and Social Sciences Psychological Sciences and Education 5) Medicine • 32% of the 25-34 year-old people speak 2 foreign languages.
  7. 7. A significant Marketing Target • Their purchasing power is not the main reason for targeting young people: the annual average of clothes expenses is €625. • But they have a strong potential to share ads via social networks. • They have the ability to create trends. • 82% admit that they buy the same brands as their friends.
  8. 8. 3 ways of living • “The connected”: he represents the digital native generation which grew close to the virtual world. He swaps between TV and the internet when he doesn't use both in the same time. • “The social”: he prefers being outside, in bars and restaurants during his free time. Screen culture is less significant for him than for “the connected”. • “The cultural”: he is addicted to cultural places. He handles new technologies but primarily use it to work, to communicate or to increase its knowledge.
  9. 9. What to expect for them? Y generation, digital natives and social network addicted are equivalent alternative names to qualify a generation that holds the future of the world between its hands. Even if they face some difficulties because of the economic context, they will have to deal with essential challenges as global warming, developing countries rise and hyper technology use.
  10. 10. THANK YOU

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