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C4 youth tribes_booklet
- 1. This booklet and DVD will give you a taster of our latest research on youth culture. We have pulled out the over arching trends that emerged from our study of young people across the UK. As well as the DVD at the back of the booklet, there will be five short videos arriving over the coming months, each one focussing on a different topic. If you want to know more about any of the topics, or hear more about UK Tribes, please contact Neil Taylor at ntaylor@channel4.co.uk. This is just a taster, there are more detailed findings and videos to follow. Sign up and we will let you know when they are available. ’Tribal culture lives on in modern times‘ Sign up at uktribes.com/videoblogs 01
- 2. Tribe Scribes is the video blogging component of UK Tribes and is this year’s primary research tool. We asked 50 young people across 23 different youth tribes to talk to us via video diaries for around six weeks. Keeping it open yet relevant, we chose five broad topics to explore: identity; gaming; leisure; hopes and fears; and brands and purchase. Over the following pages, we’ve summarised some of the broader themes that emerged and explored the five topics individually. At the back of the booklet you’ll find details of the methodology employed. Read on… ”I think exercise is important and I should probably do more” Tribe Scribes _Metalhead _Male _19 Created by Channel 4 and Crowd DNA six years ago, UK Tribes is a long-standing study of British youth culture. Looking for something more innovative and authentic than a socio-demographic segmentation model for youth, our goal was to study the youth market in a way that reflected how they actually arrange themselves in our society. Tribal culture lives on in modern times, and we’ve got our neo-anthropological hats on to take you to the heart of young Britain. Working with over 80,000 young people since the project’s inception, the research approach is fluid and flexible, so each year the findings truly reflect what’s happening now. Absolutely no pigeon-holing or retrofitting in sight. Just simple, honest inputs we can use to dizzying heights in our output. The challenge is distilling the barrage of information into lucid insights for the marketing community, but we’ve got it down pat. UKTribes 02_03_Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 3. We stay close to them through a broad ethnographic focus on their unifying and divisive activities and attitudes. We then draw together a deeply insightful snapshot which allows us to segment youth accurately, and brands to reach them successfully. This time we identified 23 tribes interacting as part of five larger groups. A group so diverse and dynamic as 16–24 year-old Brits deserves a modern approach to market segmentation. Meet the Tribes Aspirant Mainstream –Trendies –Rahs Leading Edge –Geeks –Indie Scenesters –Hipsters –Craft Kids Mainstream –Townies –Chavs –Sports Junkies –Casuals –Boy Racers –Ravers –Streets Rats Alternative –Skaters –Metalheads –Emos –Young Alts –Scene Kids –Gamers Urban –Get Paid Crew –Blingers –Trackies –DIYers _Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 4. Weary of opportunity With so much talk of opportunities, UK Youth are feeling ‘achievement fatigue’. Curating their own true happiness is now a serious feat of dedication and something threaded through all parts of their lives. What they lack are relevant mentors with can-do attitudes. Friends are everything In turbulent times, and especially when living away from home, friends are more of a support network than they might admit. One big fear about the next five years was loosening ties as friends pursue their own goals rather than shared interests of the group. Worries about scary life events are immediately placated once new mates are in tow. ”Our generation is the lost generation. The more you watch the news the more depressed you get about everything” _Boy Racer _Male _19 Here we present some of the common themes pushing through across the whole UK Tribes project, in light of wider cultural trends. Anxious youth Anyone taking away power and control is the source of unwelcome anxiety, and hence an enemy of youth. They are now more activist and unified, not least through collective backlashes against ‘disengaged politicians’. They also feel indignant in suffering through the effects of recession, when this is supposed to be ‘the time of their lives’. Emerging trends 06_07_Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 5. “It’s not a matter of skills, it’s the one position for 30 people applying that really scares me” _Rah _Female _22 One of our favourite topics. We asked the tribes to talk to us about the next five years through their eyes – what would stand in their way and what would propel them forwards. Very real excitement and heart- wrenching worries poured out. _Now that drive and ambition are almost normalised in youth, the fear factor is that dreams won’t be realised and they will look like passionate fools. _Across all tribes a lack of control is a big hang up – and they are aware of the strong links that their own autonomy has to happiness. _Ultimately they were worried about losing their happy persona – and the next period of their lives feels like it’s looming. Full findings and more video on this topic will follow in May 2011. Hopes and fears 01 08_09_Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 6. ”My roots are spread all over the globe so I don’t really feel like I can get a realistic idea of who I am, but London, if I’m honest, is where I identify my home as” _Townie _Female _23 Everyone knows that growing up is all about shifting and shaping who you are. We wanted to understand how UK youth are actively doing this, with all the digital tools available now for micro- management. Especially important was probing the role of nationality and regionality in identity. What are the fast tracks for identification within our young people, who find it increasingly difficult to distinguish themselves? _There is now a strong sense of society, community and solidarity among UK youth. _Discontentment and strife over government cuts and student fees have affected the majority and brought them together. _Shared identity is gained increasingly from flexible youth tribes and faceted identities as opposed to one dimensional tribes. Full findings and more video on this topic will follow in June 2011. Identity 02 10_11_Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 7. “I’d put it in my wallet… I’d just use it to put into the pot of money I already spend on living” _Geek _Male _19 We wanted to find out about our participants’ attitudes to money and spending… We gave them a theoretical £250 and asked how they would use it. The answers illuminated how fluctuations between steadfast sensibility and flippant caution- to-the-wind are a big factor in their lives. We also asked them to give us their take on five major brands. _Brands do matter, but not as much as we’d all like to think. _They know about using products as representations of themselves, and by extension they care when brands are honest, philanthropic and transparent. _Money is about responsibilities (bah) and experiences (yesss). Full findings and more video on this topic will follow in July 2011. Brandsand purchase 03 12_13_Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 8. ”There are a lot of people our age who would rather go on the Xbox rather than go outside” _Scene Kid _Female _16 Gaming 04 With the proliferation of smartphones and exciting developments such as 3D, gaming has exploded in popularity in UK youth culture – or has it? We wanted to find out if it was all hype. We quizzed youth on their ideas about the current role and the future of gaming – as well as their preferred channels of play. _Gaming is as much about affinity for ‘vintage’ and nostalgia for childhood as it is about free entertainment on the move. _Consoles are still king but 3D isn’t a winner yet – it still feels gimmicky. _Online games are picking up but youth are cautious about going down the ‘too much gaming road’, simple mobile games still produce smiles. Full findings and more video on this topic will follow in August 2011. 14_15_Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 9. “My perfect weekend would involve a big night out – it’s been a long week, so you’ve just got to enjoy yourself and have a bit of a mash up” _Trackie _Male _18 05 This topic allowed us to get a feel for how today’s young people are choosing to spend their time. Are they really fingers-in-all- pies, making money with side hustles, as well as A-levels and partying like Skins? We asked them to map out their ideal weekend and fill us in on all the juicy details. We also wanted to know about keeping fit – whether it matters or not. _Humble, cheap jaunts in the park stand their ground against extravagant city breaks – there’s room for all in the ideal weekend – it just depends how spontaneous they’re feeling. _Being lazy is a required indulgence, but the peer- fuelled drive to go out and ‘experience, post, reflect’ keeps them energised. _Though routines provide necessary solidarity, for most the epitome of cool is spontaneity. Full findings and more video on this topic will follow in September 2011. Leisure 16_17_Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 10. External experts interviewed for this study: Steve Boxer Journalist A long-time games journalist, currently writing for The Guardian; Steve has previously worked with The Daily Telegraph, MCV, Three Speech, MSN, Gamespot and more. Dr Mike Shiner Senior Lecturer, Social Policy Mike’s research interests include young people and their transition into adulthood; drugs and drugs policy; social exclusion; crime and crime prevention; ‘race’ and ethnicity; and the role of the community in social policy. Grace Ladoja Youth culture consultant Working with brands such as Nike, Adidas and Levis; Grace is also part of the successful nail salon Wah Nails, a regular haunt among the trendy East London crowd. Charlotte Gerada LSE General Secretary Primary representative of LSE students to the School, the media, and the outside world; Charlotte sits on the most important committees, and works across the Executive to make sure every officer is able to campaign on the issues they are passionate about – and that the School is listening to its students. ”It’s always nice to know that you’ve got good friends that have got your back no matter what” _Chav _Male _19 Video blogging research and analysis through January and February 2011. 48Number of young participants 200Number of group videos we received 280Number of individual interviews received 480Total number of videos received 4minsApproximate average length of each video 32hrsTotal amount of video content. Approximately 1,920 minutes or around 32 hours Methodology 18_19_Introduction _Meet the tribes _Emerging trends _The five topics _Methodology
- 11. Crowd DNA, Unit 6.03, The Tea Building 56 Shoreditch High Street, London E1 6JJ Crowd DNA is a company partner of the Market Research Society and a council member of Word of Mouth UK Designed by Measure If you want to know more about any of the topics, or hear more about UK Tribes, please contact Neil Taylor at ntaylor@channel4.co.uk This is just a taster, there are more detailed findings and videos to follow: May . . . . . . . . . . . . Hopes and fears June . . . . . . . . . . . . . . . . . . . . Identity July . . . . . . . Brands and purchase August . . . . . . . . . . . . . . . . . . Gaming September . . . . . . . . . . . . . . . Leisure Sign up and we will let you know when they are available. Sign up at uktribes.com/videoblogs