The document summarizes the findings of a youth study involving focus group discussions with young men and women aged 15-30, as well as an online survey of 1,250 respondents in that age range. The research looked at how the recession and rapid global changes have impacted Generation Y, who came of age during a time of economic uncertainty. Key trends identified include feelings that their future prospects will be worse than their parents', having an eclectic and open mindset, and the growing importance of social media and digital platforms for fashion, beauty, and news.

1. YOUTH STUDY

2. YOUTH STUDY

3. GEN
Y?

4. FOCUS GROUP DISCUSSIONS
6 groups: 3 among men and 3 among women
(15-17, 18-24, 25-30)
ONLINE SURVEY
1.250 respondents:
• 1.100 15-30 y.o.
• 150 31-59 y.o. control group
THE RESEARCH
APPROACH

5. GEN Y
1985-2000
RECESSION
RAPID GLOBAL CHANGES
DIGITAL NATIVES

6. SCREWED

8. FINDING AJOB IN THE FUTURE
THE EDUCATIONAL SYSTEM
IMMIGRATION ABROAD TO FIND A JOB
“ My FUTURE will be
WORSE than my parents’ ”

9. IMPULSE –> ECLECTIC –> VFM

10. SEX always important
More DIVERSIFIED
OPEN
SIMPLE
LIBERATED

12. YOUTH STUDY

13. FIVE KEY TRENDS

19. RELAXATION

23. the EXPECTED & the UNEXPECTED

25. BACK TO THE FUTURE ?

26. FASHION
Social media
Brand sites
Online mags
E shops

27. BEAUTY

28. LOCAL PUBLISHERS
INTERNATIONAL PUBLISHERS
NETWORKS
NEWS

29. BRANDS

30. COOL brands

31. DIGITAL SHOWROOMS

33. “ Every generation laughs at the old fashions,
but follows religiously the new ”
Henry David Thoreau