A unique recipe shapes the behaviour of the young people in Greece

1. UNDERSTANDING
YOUNG PEOPLE
I N S I G H T S • I D E A S • R E S U L T S

2. EVERYTHING
HAS CHANGED
I N S I G H T S • I D E A S • R E S U L T S
(sort of…)

3. I N S I G H T S • I D E A S • R E S U L T S
WHAT HAS CHANGED
MORE WAYS
TO REACH YOUNG PEOPLE
HUGE INCREASE
IN DIGITAL USAGE
UNCERTAINTY

4. I N S I G H T S • I D E A S • R E S U L T S
WHAT HASN'T CHANGED
WILLING TO LIVESCREWED BELIEVE IN

5. I N S I G H T S • I D E A S • R E S U L T SI N S I G H T S • I D E A S • R E S U L T S
PLANNING FOR YOUNG PEOPLE
THE KEY TRENDS, BEHAVIOURS

6. I N S I G H T S • I D E A S • R E S U L T SI N S I G H T S • I D E A S • R E S U L T S
1 |
Real Verbatim:
“My friends, every time they go out,
they post photos on social media,
showing them dancing or drinking!
And all of these, just to show off! I’m
fed up with all these! When will we
finally decide to present things just
like they are?”

7. I N S I G H T S • I D E A S • R E S U L T SI N S I G H T S • I D E A S • R E S U L T S
2 |
Real Verbatim:
“I connect with people mainly
through social media & I have
forgotten how to contact in
reality! I send friend requests,
to persuade myself that I made
new friends! That’s enough! I
think it’s time to meet new
people & live real
experiences!”

8. I N S I G H T S • I D E A S • R E S U L T SI N S I G H T S • I D E A S • R E S U L T S
3 |
Real Verbatim:
“I’m really anxious with the situation
we are living! People with graduate and
post-graduate studies are unemployed!
So why to bother with good universities?
My goal in the future is to discover my
skills and be the best in order to live
experiences that I can’t do now, due to
lack of money!”

9. I N S I G H T S • I D E A S • R E S U L T SI N S I G H T S • I D E A S • R E S U L T S
4 |
Real Verbatims:
“I really enjoy visiting malls, as they offer
small yet holistic experiences, i.e. cinema,
coffee, food, shopping!”
“What fascinates me most in Escape
rooms, is the combination of mystery and
challenge of my limits!Role playing makes
you see things from a different
perspective!”

10. I N S I G H T S • I D E A S • R E S U L T SI N S I G H T S • I D E A S • R E S U L T S
5 |
Real Verbatim:
“ The daily anxiety that we feel for
everything, will surely damage our
health, especially, our mental health!
We have lost our soul serenity and
that ’ s really awful! We should do
something in order to improve our
life’s quality & put things in a slower
motion, for sure! ”

11. I N S I G H T S • I D E A S • R E S U L T SI N S I G H T S • I D E A S • R E S U L T S
BUT WHAT
DOES THE
FUTURE
HOLD?

12. I N S I G H T S • I D E A S • R E S U L T S
WHAT WILL CHANGE
“AD BLOCKING” MEANS FEWER
IMPACTS
PRIMARY DEVICE ACCESS TO DATA

13. I N S I G H T S • I D E A S • R E S U L T S
WHAT WON’T CHANGE
AUDIENCE
TRIBES
EMOTIONAL NOT
RATIONAL
ENTERTAIN ME

14. I N S I G H T S • I D E A S • R E S U L T S
EVERYTHING
WILL CHANGE
I N S I G H T S • I D E A S • R E S U L T S
(sort of…)
Kostas Houndas
houndas@omd.gr