1. The document describes a study conducted by Chenling Zhang to understand the values and aspirations of youth in Europe.
2. Over 800 hours were spent with 102 young people online to understand their values and create a model called "Youthtopia" representing their ideal world.
3. Youthtopia was then used to survey 7,000 young Europeans to understand their priorities in life and how they view 180 brands. This provides a new way for brands to understand their image and appeal to youth.
My presentation at Regenesys on 29 April 2010Bomba40
The document discusses South Africa's constitutional aspirations of equality, fairness and human dignity. It notes that while poverty levels among black South Africans have decreased, inequality is rising and black people still disproportionately experience poverty. It calls leadership to critically examine challenges like inequality and intellectual narrowness. The role of higher education and business is discussed. It emphasizes the importance of knowing oneself and choosing to live a life that matters through integrity, compassion, and positively impacting others.
The notion of family is rapidly evolving, but many brands aren’t yet portraying the new reality of today’s families or fully speaking to their needs. Marriage is no longer a given in many parts of the world, nor are children; at the same time, gay couples are embracing these milestones as attitudes and laws change. Meanwhile, as people live longer, more are forming new families in later decades, and households are expanding to include multiple generations. On the other end of the spectrum, more people are living in households of one, forming families out of friends or even treating pets as family. This report spotlights what’s driving these trends, supporting data and examples of how marketers are responding.
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

The document discusses key insights about the over-50s market in the UK. It notes that there are 19 million people over 50 in the UK who account for 80% of personal wealth. While this group is not monolithic, many over-50s want to remain active in retirement through work, travel, and spending time with family. Marketers need to understand that this audience values quality and experiences over low prices alone. The document provides tips on understanding and appealing to different age segments within the over-50s demographic.
This document discusses different generations in the Australian population and workforce based on when they were born. It divides the population into Builders, Boomers, Generation X, Generation Y, and Generation Z. It provides characteristics of each generation and how they differ in terms of key life experiences, work preferences, and management styles. Generational differences could lead to clashes in working styles, so the document recommends that workplaces be flexible and sensitive to the needs of different generations.
Gen Edge is a rebellious generation that intends to speak out and shake things up. However, their rebellion is defined by a desire for reform rather than destruction. They have witnessed economic struggles, disconnected politics, and stressed Millennials pursuing unrealistic careers. As a result, Gen Edge is hardworking, entrepreneurial, and believes in challenging institutions to create positive change. Their Gen X parents, access to information, and social media platforms empower Gen Edge to voice issues and spark debates on a global scale, representing a new age of rebellion focused on reform over conformism.
The document discusses generation gaps between different age groups. It defines generation gap as a lack of communication between generations due to differences in tastes, values, and outlook. It then lists six generations from Post-War Cohort to Generation Z and describes Generation X as high-cultured and conservative while Generation Y is energetic, active, and dependent. The main causes of conflict between generations are listed as opinions, lack of respect, and differences in values. Suggested solutions include both older and younger generations making efforts to understand each other better and spend more quality time together.
1. The document discusses issues around modern attitudes towards marriage among young men and women. It suggests that contemporary culture promotes individualism over community and compromise, making long-term relationships more difficult.
2. It analyzes data showing that while marriage is not a priority for many, dating remains popular, indicating confusion. It also notes that single life is satisfying but something is still missing for many.
3. The document proposes that marriages require evolution and upgrading to make the institution more appealing and suitable to modern lives. Both societal issues and outdated relationship models contribute to reluctance around marriage.
My presentation at Regenesys on 29 April 2010Bomba40
The document discusses South Africa's constitutional aspirations of equality, fairness and human dignity. It notes that while poverty levels among black South Africans have decreased, inequality is rising and black people still disproportionately experience poverty. It calls leadership to critically examine challenges like inequality and intellectual narrowness. The role of higher education and business is discussed. It emphasizes the importance of knowing oneself and choosing to live a life that matters through integrity, compassion, and positively impacting others.
The notion of family is rapidly evolving, but many brands aren’t yet portraying the new reality of today’s families or fully speaking to their needs. Marriage is no longer a given in many parts of the world, nor are children; at the same time, gay couples are embracing these milestones as attitudes and laws change. Meanwhile, as people live longer, more are forming new families in later decades, and households are expanding to include multiple generations. On the other end of the spectrum, more people are living in households of one, forming families out of friends or even treating pets as family. This report spotlights what’s driving these trends, supporting data and examples of how marketers are responding.
The Sound explores the perceived fringes of culture to illuminate how emerging ways of being are shaping mass culture and changing the human condition.
FRINGESTREAM is a new way of thinking about mass behaviours and values.
FRINGESTREAM is when fragmentation becomes the new normal.
Mainstream culture used to represent the majority story..
In the pre-digital and pre- globalized world, mass culture dominated with fringe cultures existing only on the, er, fringes...often in direct opposition to mainstream values and behaviors.
Now things have changed. Living in a globalized and digital age, mass culture is now heavily inflluenced and shaped by fringe behaviors and ways of being.
FringeStream is the new Mainstream

The document discusses key insights about the over-50s market in the UK. It notes that there are 19 million people over 50 in the UK who account for 80% of personal wealth. While this group is not monolithic, many over-50s want to remain active in retirement through work, travel, and spending time with family. Marketers need to understand that this audience values quality and experiences over low prices alone. The document provides tips on understanding and appealing to different age segments within the over-50s demographic.
This document discusses different generations in the Australian population and workforce based on when they were born. It divides the population into Builders, Boomers, Generation X, Generation Y, and Generation Z. It provides characteristics of each generation and how they differ in terms of key life experiences, work preferences, and management styles. Generational differences could lead to clashes in working styles, so the document recommends that workplaces be flexible and sensitive to the needs of different generations.
Gen Edge is a rebellious generation that intends to speak out and shake things up. However, their rebellion is defined by a desire for reform rather than destruction. They have witnessed economic struggles, disconnected politics, and stressed Millennials pursuing unrealistic careers. As a result, Gen Edge is hardworking, entrepreneurial, and believes in challenging institutions to create positive change. Their Gen X parents, access to information, and social media platforms empower Gen Edge to voice issues and spark debates on a global scale, representing a new age of rebellion focused on reform over conformism.
The document discusses generation gaps between different age groups. It defines generation gap as a lack of communication between generations due to differences in tastes, values, and outlook. It then lists six generations from Post-War Cohort to Generation Z and describes Generation X as high-cultured and conservative while Generation Y is energetic, active, and dependent. The main causes of conflict between generations are listed as opinions, lack of respect, and differences in values. Suggested solutions include both older and younger generations making efforts to understand each other better and spend more quality time together.
1. The document discusses issues around modern attitudes towards marriage among young men and women. It suggests that contemporary culture promotes individualism over community and compromise, making long-term relationships more difficult.
2. It analyzes data showing that while marriage is not a priority for many, dating remains popular, indicating confusion. It also notes that single life is satisfying but something is still missing for many.
3. The document proposes that marriages require evolution and upgrading to make the institution more appealing and suitable to modern lives. Both societal issues and outdated relationship models contribute to reluctance around marriage.
This document discusses the Millennial generation and their impact and influence. Some key points:
- Millennials were born in the early 1980s to early 2000s and make up a large portion of the population in many countries.
- They came of age during the rise of the internet and social media and have a unique relationship with technology.
- The economic recession had significant impact on Millennials as they were entering the workforce.
- Millennials prioritize flexibility, meaningful work, innovation, and work-life balance over long-term career commitments to single employers.
- Their habits and priorities are shaping new types of businesses focused on experiences and collaborative consumption over asset ownership.
- Millennials
There is no doubt that, many an African youth has lost hope and are fed up with the difficulties in their societies. Dream again. It is worth noting that, in the 21st century, the riches of a nation is no longer determined by natural resources, military might or historical alliances but by the quality of her youth. As President Kufuor noted in his foreword; ‘the youthful stage in life is a time for taking important decisions, which could influence your life for good or bad’. No one can kill your dreams, train your self to acquire skills, set your horizons high, be positive minded and if you work hard, you would succeed in life. The book acknowledges that, in the end it comes to basic questions; ask yourself; what can I do to help myself achieve my dreams? To the society, ask what it can do to help the youth? To the policy maker, we should ask him if his policy proposals are creating the wealth of opportunities, and right environment required for youth development. And if there are ‘some’ policies in place, we must further ask him; can those policies enhance the aspirations of the youth? Can they help to build and sustain the youth in the 21st century? The future of every society is tied to the quality of its youth. It is important to note that, life is an organized continuous journey. It is a journey requiring patience, thought, guidance, planning, sacrifices, balance and strength. It is important to create a balance between passions, sentiments and selfish ambitions on one hand, with reality on the other, if you are to succeed in life. The Dreams of Our Youth advocates for giving traditional education prominence in a modern setting. Traditional education prepared the youth beyond skills to acquire character and values to enable them to contribute fully to meet the needs and challenges the society faced whereas the current educational and skills training environment emphasise more on academic knowledge. The youth is growing in a society where greed, wickedness, lies, deceit, fear and doubt are so common that, you may have come to accept them as part of the 'virtues' of life. We have the examples of our Founding Fathers to inspire many a youth to dream and work hard to achieve their dreams. They were not a perfect generation as no generation would ever be. They left footprints for the present. Many of them built Universities, laid foundation for Science and Technology, built dams, whole cities and townships, road infrastructure, Teaching Hospitals, Ministerial Infrastructures, and above all a Dream for a better future and a prosperous nation; a nation where the present generation sacrifices for the next and prepares for the future. There is no doubt that, the youth have a role to play in the transformation of the society. The roles they play come in various forms but to ensure their active participation in the society, it is important they get involved in decision-making and or role to play on national issues....
This document discusses trends in Irish youth culture among 15-24 year olds. It identifies 6 key themes shaping their cultural shifts:
1. A loss of trust in traditional institutions like religion and government.
2. Ambition reframed by the recession, with youth being hardworking and determined.
3. Remaining liberal but with high moral standards and intolerance for poor behavior.
4. Being thrifty during the recession while still enjoying sharing experiences.
5. A disintegration of social circles.
6. A shift from confrontation to avoidance as a coping strategy.
The document analyzes each theme and provides insights and implications for brands engaging with Irish youth.
How do you solve the issue of 4 Generations in the Workplace? MBSN - Management by Sticky Notes! That was the approach taken by the Maryland Association of CPAs as they convened a Generational Symposium on June 25th in Ellicott City, MD.
Bringing almost 100 CPAs representing all four generations and an almost even mix of Millennials, Gen-Xers, and Boomers together. MACPA designed a format built on dialog and collaboration with a backgounder on the generational research, a multi-gen panel featuring MACPA leaders representing the generations, and a final session asking particpants to collaborate at tables to help us identify Bold Actions we can use to solve the generational gap (Management by Sticky Notes.
The energy and dialog was off the charts and some real progress was made using the wisdom pf the crowd. Bottom-line is leverage the strengths of every generation and don;t generalize but focus on the individuals.
International youth day presentation on depression and higher education guidancePritam Kolge
This is International youth day presentation on depression and higher education guidance........
Now, In 2020, The International Youth Day Celebrated with the theme of "Youth Engagement For Global Action"
In this Presentation, Topic Covered are following-
1)Why Depression Happens
2)Higher EDucation Guidance
The document discusses the issue of an "ironical imbalance" of global resources that has psychological impacts and leads to perceptions of superiority and inferiority. It proposes three solutions: implementing a common global currency, providing quality general education for all children about different countries and cultures, and encouraging global corporate social responsibility and sustainability efforts beyond individual countries. The goal is to eliminate misconceptions and alienation between developed and developing nations by fostering greater economic, educational and social connections worldwide.
Generations: A Perspective to Employee Engagementsbasu_71
Abstract:
Employee Engagement is the key to the talent management in Indian IT-BPO Industry. However the Challenge is to factor in the diversity in the work force to ensure success of the engagement model.
Generational theory or the concept of generations helps with one such lens which makes it possible to find cohort groups within the work force and brings in the flexibility of segmentation.
• Generation is defined as people born in a certain period of time in history, coming of age together as a group experiencing same historical events during their child hood and teen age, forming a cohort having same set of values & basis that world view
• Generations share an ‘age location’ in the history. They witness key historical events and social trends in the same phase of their life
• Members of a particular generation are shaped in a lasting ways by the eras they witness in childhood and as young adults and basis that they develop and share certain common beliefs and behaviours.
• As aware of the experience and traits they have in common with their peers, they develop a sense of common perceived membership in terms of generation.
• Though the concept of defining & identifying generations have its root in the West, applying the same definitions, 5 existing generations in India can be contextualized and defined as well.
Generational theory helps providing an effective lens for employee segmentation to design more effective employee engagement model. This also makes eminent the reality that there is diversity in our work force and we need to manage this diversity effectively.
In a composite culture like India, each generation cohort has its own separate but overlapping regional, religious & linguistic cultures which are respected by and interact with their shared culture. This also needs to be factored in while designing any employee engagement model.
This document provides an ethics module on the relationship between globalization, religion, and ethics. It discusses key concepts like moral pluralism and challenges of different generations. It examines characteristics of Millennials and Generation Z. It also discusses the role of virtues and vices, and reasons for educating in virtue. The document is an ethics lesson that aims to help learners recognize the role of religion in globalization, identify ethical challenges of pluralism, and understand the importance of cultivating virtues.
An Eden Project Field Guide to working with young peopleEdenProjectWebTeam
Young people are our future. How we treat them is an important indicator of the health and wellbeing of our society. The Eden Field Guide to Working With Young People explains why working with young people is so important and provides advice on how to go about it. This field guide was published by the Eden Project as part of its Big Lunch Extras programme. Find out more at www.biglunchextras.com
The document discusses research conducted by Speakers for Schools and YouGov on young people's experiences during the COVID-19 pandemic and their hopes and expectations as restrictions are lifted. Key findings from surveys of over 2,000 young people, 100 MPs, and 100 business leaders are presented. Interviews with 13 young people provide further insights. The research found that young people's educational experiences varied greatly during lockdowns. Remote learning was challenging and disrupted their mental wellbeing and social development. Work experience and career support are top priorities as they seek to overcome barriers from the pandemic's impact. While there is consensus more support is needed, gaps remain in how young people, politicians, and employers perceive the issues and responsibilities involved. Recommendations
The document summarizes research conducted by Speakers for Schools and YouGov on young people's experiences during the COVID-19 pandemic and their hopes and needs as restrictions are lifted. Key findings from surveys of over 2,000 young people, 100 MPs, and 100 business leaders are presented. Interviews with 13 young people provide direct quotes about the disruption to their education during lockdowns, varying levels of support received from schools, and the impact on their mental wellbeing. Recommendations call for targeted support of disadvantaged youth, improved work experience opportunities, prioritizing wellbeing, and establishing a shared understanding of the support young people need.
Challenges and opportunities for adolescentbongsir
The document discusses challenges and opportunities for adolescents from developmental and social perspectives. It outlines Erikson's stages of psychosocial development and Marcia's four identity statuses. It argues that adolescence was socially constructed through industrialization which moved youth from work to school and defined them as a consumer group. Challenges for adolescents include navigating relationships, careers and self-identity while opportunities lie in developing leadership skills and social participation. The document calls for preparing youth for future changes through inquiry-based and communitarian education that engages adolescents as co-participants.
The document discusses stereotypical representations of young people and older adults in media. It notes that young people are often represented negatively as immature, stupid, greedy, lazy, etc. while older adults are depicted as grumpy, outdated, slow, unable to use technology, and more. The document then analyzes how these stereotypes can be reinforced or challenged through different types of media representations. It also examines the purpose and potential effects of common stereotypes of both youth and older age in media.
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdfFitzroy BV
Right now, there is a new generation of people on the threshold from an innocent thoughtless existence to the real deal. Gen Z is growing up and this grown-up reality involves money. Young adults seem
torn and almost schizophrenic in their stance on this. On one hand, they have a childlike optimistic outlook on life yet, on the other hand, they’re hyper-aware of the unstable context they’re living in. Some prioritise security and stability, while a cohort of entrepreneurial spirits claim they will never work for a boss in a nine-to-five job.
We dug deeper and found several other tensions around money. We call these tensions, The Money Paradox.
This document discusses the Millennial generation and their impact and influence. Some key points:
- Millennials were born in the early 1980s to early 2000s and make up a large portion of the population in many countries.
- They came of age during the rise of the internet and social media and have a unique relationship with technology.
- The economic recession had significant impact on Millennials as they were entering the workforce.
- Millennials prioritize flexibility, meaningful work, innovation, and work-life balance over long-term career commitments to single employers.
- Their habits and priorities are shaping new types of businesses focused on experiences and collaborative consumption over asset ownership.
- Millennials
There is no doubt that, many an African youth has lost hope and are fed up with the difficulties in their societies. Dream again. It is worth noting that, in the 21st century, the riches of a nation is no longer determined by natural resources, military might or historical alliances but by the quality of her youth. As President Kufuor noted in his foreword; ‘the youthful stage in life is a time for taking important decisions, which could influence your life for good or bad’. No one can kill your dreams, train your self to acquire skills, set your horizons high, be positive minded and if you work hard, you would succeed in life. The book acknowledges that, in the end it comes to basic questions; ask yourself; what can I do to help myself achieve my dreams? To the society, ask what it can do to help the youth? To the policy maker, we should ask him if his policy proposals are creating the wealth of opportunities, and right environment required for youth development. And if there are ‘some’ policies in place, we must further ask him; can those policies enhance the aspirations of the youth? Can they help to build and sustain the youth in the 21st century? The future of every society is tied to the quality of its youth. It is important to note that, life is an organized continuous journey. It is a journey requiring patience, thought, guidance, planning, sacrifices, balance and strength. It is important to create a balance between passions, sentiments and selfish ambitions on one hand, with reality on the other, if you are to succeed in life. The Dreams of Our Youth advocates for giving traditional education prominence in a modern setting. Traditional education prepared the youth beyond skills to acquire character and values to enable them to contribute fully to meet the needs and challenges the society faced whereas the current educational and skills training environment emphasise more on academic knowledge. The youth is growing in a society where greed, wickedness, lies, deceit, fear and doubt are so common that, you may have come to accept them as part of the 'virtues' of life. We have the examples of our Founding Fathers to inspire many a youth to dream and work hard to achieve their dreams. They were not a perfect generation as no generation would ever be. They left footprints for the present. Many of them built Universities, laid foundation for Science and Technology, built dams, whole cities and townships, road infrastructure, Teaching Hospitals, Ministerial Infrastructures, and above all a Dream for a better future and a prosperous nation; a nation where the present generation sacrifices for the next and prepares for the future. There is no doubt that, the youth have a role to play in the transformation of the society. The roles they play come in various forms but to ensure their active participation in the society, it is important they get involved in decision-making and or role to play on national issues....
This document discusses trends in Irish youth culture among 15-24 year olds. It identifies 6 key themes shaping their cultural shifts:
1. A loss of trust in traditional institutions like religion and government.
2. Ambition reframed by the recession, with youth being hardworking and determined.
3. Remaining liberal but with high moral standards and intolerance for poor behavior.
4. Being thrifty during the recession while still enjoying sharing experiences.
5. A disintegration of social circles.
6. A shift from confrontation to avoidance as a coping strategy.
The document analyzes each theme and provides insights and implications for brands engaging with Irish youth.
How do you solve the issue of 4 Generations in the Workplace? MBSN - Management by Sticky Notes! That was the approach taken by the Maryland Association of CPAs as they convened a Generational Symposium on June 25th in Ellicott City, MD.
Bringing almost 100 CPAs representing all four generations and an almost even mix of Millennials, Gen-Xers, and Boomers together. MACPA designed a format built on dialog and collaboration with a backgounder on the generational research, a multi-gen panel featuring MACPA leaders representing the generations, and a final session asking particpants to collaborate at tables to help us identify Bold Actions we can use to solve the generational gap (Management by Sticky Notes.
The energy and dialog was off the charts and some real progress was made using the wisdom pf the crowd. Bottom-line is leverage the strengths of every generation and don;t generalize but focus on the individuals.
International youth day presentation on depression and higher education guidancePritam Kolge
This is International youth day presentation on depression and higher education guidance........
Now, In 2020, The International Youth Day Celebrated with the theme of "Youth Engagement For Global Action"
In this Presentation, Topic Covered are following-
1)Why Depression Happens
2)Higher EDucation Guidance
The document discusses the issue of an "ironical imbalance" of global resources that has psychological impacts and leads to perceptions of superiority and inferiority. It proposes three solutions: implementing a common global currency, providing quality general education for all children about different countries and cultures, and encouraging global corporate social responsibility and sustainability efforts beyond individual countries. The goal is to eliminate misconceptions and alienation between developed and developing nations by fostering greater economic, educational and social connections worldwide.
Generations: A Perspective to Employee Engagementsbasu_71
Abstract:
Employee Engagement is the key to the talent management in Indian IT-BPO Industry. However the Challenge is to factor in the diversity in the work force to ensure success of the engagement model.
Generational theory or the concept of generations helps with one such lens which makes it possible to find cohort groups within the work force and brings in the flexibility of segmentation.
• Generation is defined as people born in a certain period of time in history, coming of age together as a group experiencing same historical events during their child hood and teen age, forming a cohort having same set of values & basis that world view
• Generations share an ‘age location’ in the history. They witness key historical events and social trends in the same phase of their life
• Members of a particular generation are shaped in a lasting ways by the eras they witness in childhood and as young adults and basis that they develop and share certain common beliefs and behaviours.
• As aware of the experience and traits they have in common with their peers, they develop a sense of common perceived membership in terms of generation.
• Though the concept of defining & identifying generations have its root in the West, applying the same definitions, 5 existing generations in India can be contextualized and defined as well.
Generational theory helps providing an effective lens for employee segmentation to design more effective employee engagement model. This also makes eminent the reality that there is diversity in our work force and we need to manage this diversity effectively.
In a composite culture like India, each generation cohort has its own separate but overlapping regional, religious & linguistic cultures which are respected by and interact with their shared culture. This also needs to be factored in while designing any employee engagement model.
This document provides an ethics module on the relationship between globalization, religion, and ethics. It discusses key concepts like moral pluralism and challenges of different generations. It examines characteristics of Millennials and Generation Z. It also discusses the role of virtues and vices, and reasons for educating in virtue. The document is an ethics lesson that aims to help learners recognize the role of religion in globalization, identify ethical challenges of pluralism, and understand the importance of cultivating virtues.
An Eden Project Field Guide to working with young peopleEdenProjectWebTeam
Young people are our future. How we treat them is an important indicator of the health and wellbeing of our society. The Eden Field Guide to Working With Young People explains why working with young people is so important and provides advice on how to go about it. This field guide was published by the Eden Project as part of its Big Lunch Extras programme. Find out more at www.biglunchextras.com
The document discusses research conducted by Speakers for Schools and YouGov on young people's experiences during the COVID-19 pandemic and their hopes and expectations as restrictions are lifted. Key findings from surveys of over 2,000 young people, 100 MPs, and 100 business leaders are presented. Interviews with 13 young people provide further insights. The research found that young people's educational experiences varied greatly during lockdowns. Remote learning was challenging and disrupted their mental wellbeing and social development. Work experience and career support are top priorities as they seek to overcome barriers from the pandemic's impact. While there is consensus more support is needed, gaps remain in how young people, politicians, and employers perceive the issues and responsibilities involved. Recommendations
The document summarizes research conducted by Speakers for Schools and YouGov on young people's experiences during the COVID-19 pandemic and their hopes and needs as restrictions are lifted. Key findings from surveys of over 2,000 young people, 100 MPs, and 100 business leaders are presented. Interviews with 13 young people provide direct quotes about the disruption to their education during lockdowns, varying levels of support received from schools, and the impact on their mental wellbeing. Recommendations call for targeted support of disadvantaged youth, improved work experience opportunities, prioritizing wellbeing, and establishing a shared understanding of the support young people need.
Challenges and opportunities for adolescentbongsir
The document discusses challenges and opportunities for adolescents from developmental and social perspectives. It outlines Erikson's stages of psychosocial development and Marcia's four identity statuses. It argues that adolescence was socially constructed through industrialization which moved youth from work to school and defined them as a consumer group. Challenges for adolescents include navigating relationships, careers and self-identity while opportunities lie in developing leadership skills and social participation. The document calls for preparing youth for future changes through inquiry-based and communitarian education that engages adolescents as co-participants.
The document discusses stereotypical representations of young people and older adults in media. It notes that young people are often represented negatively as immature, stupid, greedy, lazy, etc. while older adults are depicted as grumpy, outdated, slow, unable to use technology, and more. The document then analyzes how these stereotypes can be reinforced or challenged through different types of media representations. It also examines the purpose and potential effects of common stereotypes of both youth and older age in media.
MONEY'S TOO TIGHT TO MENTION - whitepaper by Fitzroy.pdfFitzroy BV
Right now, there is a new generation of people on the threshold from an innocent thoughtless existence to the real deal. Gen Z is growing up and this grown-up reality involves money. Young adults seem
torn and almost schizophrenic in their stance on this. On one hand, they have a childlike optimistic outlook on life yet, on the other hand, they’re hyper-aware of the unstable context they’re living in. Some prioritise security and stability, while a cohort of entrepreneurial spirits claim they will never work for a boss in a nine-to-five job.
We dug deeper and found several other tensions around money. We call these tensions, The Money Paradox.
Kids Help Phone_Impact Report_2012_ENGJulia Morgan
Kids Help Phone provides free professional counseling to children and youth in Canada through phone and online services. They listen to young people discuss a wide range of issues they face including mental health struggles, bullying, family and relationship problems, physical health concerns, and anxiety about the future. Kids Help Phone plays an important role in supporting youth mental health as over half of university students report feeling hopeless and 1.2 million children and youth in Canada are affected by mental disorders each year, representing a significant economic and social cost.
This document summarizes key points from 4 chapters of a book. It discusses how advertisers target children to develop brand loyalty and manipulate their minds. It notes how advertising focuses on the wealthy and ignores the poor. It criticizes how models have become inspirations to children based on looks alone rather than character. It disagrees that advertising promises an easy path to transformation through consumption rather than hard work. And it agrees that products cannot deliver happiness or fulfill relationship needs the way human connection can.
What do Young people care about in Politics? My ManifestoBite The Ballot
What do Young people care about in Politics?
My Manifesto is not a representative sample of
the youth vote in the UK. Our resources were
limited, and as such many hurdles were met
along the way – however, over 5000 young
people, most of whom were not previously
interested or engaging in politics at all, have
helped shape this booklet through surveys,
focus groups and our Rock Enrol national tour.
It is built with their life experiences, our
experiences in the sector, and the experience
of our collaborators, in mind.
We hope more than anything that this is food
for thought, and can inspire everyone to see
the true value of the youth vote.
Bite the Ballot aims to encourage young
people to make informed decisions at the
ballot box. We want to inspire young people
to take ownership of their individual and
collective futures and become the generation
that champions change in politics.
We aspire to reverse the pattern of poor
electoral turnout, and in giving young people
a voice, we hope to make their votes and
opinions count in the political arena.
The Youth Challenges are not new. Every generation has ways and means of overcoming their challenges. I would advise the youth not to give up as they will overcome. The decisions they will make through these challenges matters a lot. Learn from the adults around you and discuss with them what you are going through.
The Culture Code of the Cool Old Guy: What the Generations Don't Understand A...MartinKaraffa3
Just because your audience is old, that doesn't mean they're uncool. They're just cool in a way that you might not expect. The generations live in different cultures, and this presentation schools younger marketers in the culture in which older consumers live. And perhaps teaches us all some lessons about our own cultural assumptions.
The document explores how age and identity are social constructs that vary depending on factors like class, gender, ethnicity, and culture. It discusses how youth, middle age, and old age are portrayed in media and society, often negatively. For example, youth may be seen as rebellious but also facing disadvantages like unemployment and low wages. The roles and experiences of different age groups are also shaped by other social institutions like family, religion, and the workplace.
Account Planning Portfolio (Draft) - Jason PotteigerJason Potteiger
My name is Jason Potteiger and I am an account planner seeking an agency. This is a first draft of my planning portfolio. More updates and revisions to follow. Feedback, notes and criticism are always welcome. Thanks, @JPotteiger.
The document discusses potential topics for an individual documentary presentation. It considers documentaries about addiction to new technology, defining beauty, and abortion. For the abortion topic, it outlines the key issues including: different views on abortion being legal up to 24 weeks; risks of abortion procedures; pro-choice and pro-life positions; and religious perspectives on terminating a pregnancy. The document develops the abortion topic into a 3-part documentary series exploring whether abortion is right, religious views on the issue, and whether the legal time limit for abortions should be decreased.
The document discusses research into the values, ambitions, and dreams of contemporary youth across Europe. It finds that today's youth highly value individuality, tradition, honesty, effort, and positivity. Their core values were formed early in life but can be influenced by media. Their ambitions and behavior are driven more by their individual goals, which include having a successful career, finding a partner, traveling, and acquiring material possessions like homes and luxury vehicles. The document also discusses creating "Youthtopia" to understand what youth want from brands based on surveying 7,000 young people about 10 key areas of life.
This presentation includes "Social Media for Social Good" presented by Paul Nazareth and "Rules of Engagement: Making Connections Last" by our keynote speaker, Dr. Froswa Booker-Drew.
This document provides summaries of concepts related to goal-based life planning, wealth management, financial planning, emotional intelligence, investing, and risk management. It discusses defining life goals and values, creating a financial plan to support life goals, developing emotional skills like optimism that lead to success, and strategies for managing risks, investing for the long-term, and leaving a legacy. Key quotes emphasize the importance of prioritizing happiness over money and focusing on quality time with others.
ILC-UK Future of Ageing Presentation Slides - 09Nov16 ILC- UK
On Wednesday 9th November 2016, ILC-UK held it's second annual future of Ageing conference.
We welcomed over 180 delegates made up of business leaders; charity sector experts; public sector decision makers; local authority staff; academics; and senior journalists.
The one day conference was chaired by Baroness Slly Greengross OBE and Lawrence Churchill CBE, and we heard from the following speakers:
- Dr Islene Araujo de Carvalho, Senior Policy and Strategy Adviser, Department of Ageing and Life Course, WHO
- John Cridland CBE, Head of the Independent State Pension Age Review
- The Rt Rev. and the Rt Hon. the Lord Carey of Clifton, Archbishop of Canterbury 1991-2002
- Ben Franklin, Head of Economics of an Ageing Society, ILC-UK
- Professor Sarah Harper, Director, Oxford Institute of Population Ageing
- Dwayne Johnson, Director of Social Care and Health at Sefton Metropolitan Borough Council
- Dr Margaret McCartney, Author and Broadcaster
- John Pullinger CB, National Statistician, UK Statistics Authority
- David Sinclair, Director, ILC-UK
- Jonathan Stevens, Senior Vice President, Thought Leadership, AARP
- Linda Woodall, Director of Life Insurance and Financial Advice, and sponsor of the Ageing Population project, Financial Conduct Authority
reageren op racistische en discriminerende opmerkingen in het jeugdwerk door Centrum voor gelijkheid van kansen en voor racismebestrijding. In het kader van een vormingsdag van het vlaams informatiepunt jeugd. 2009
Hoe maak je een website vindbaar voor jongeren? Hoe kan je je website afstemmen op de zoekstrategieën van jongeren. Hierbij is het belangrijk dat je website hoog wordt opgenomen in de zoekresultaten van een zoekmachine. Marnik D'Hoore zal hier dieper op ingaan aan de hand van een aantal voorbeelden.
Wat weten we eigenlijk over jongeren en hun zoekgedrag op internet? Heb je dat zelf al eens proberen op te zoeken? Annelies Raes is doctoraat student van vakgroep onderwijskunde (Ugent). Op interactieve wijze vertelt ze je alle feiten en fabels over de zogeheten Google-generatie. Aan de hand van bestaand onderzoek naar jongeren en hun zoekgedrag op internet krijg je stellingen voorgeschoteld. Hoe goed kunnen jongeren nu eigenlijk zoeken op internet?
Wil je meer bezoekers op je website? Meer actie? Meer rendement? Het is niet alleen belangrijk dat mensen naar je site komen maar ook dat ze erop blijven. Hoe kan je ervoor zorgen dat mensen op je website blijven en doorklikken naar andere pagina's? Marnik D’Hoore van bSeen vertelt je aan de hand van voorbeelden hoe gebruiksvriendelijk een website wel of niet kan zijn. Bovendien geeft hij je 18 essentiële basistips en do’s & don’ts mee!
Prof. Dirk De Grooff, KUL - faculteit sociale wetenschappen, gaat aan de hand van enkele zoekvoorbeelden uit de sector dieper in op effectief zoeken op internet. Eerst mag je het zelf eens proberen. Na zijn uitleg met handige tips, mag je het dan nog eens proberen…
Communiceren over sociale thema's? Hoe doe je dat? En hoe bereik je ouders én kinderen tegelijkertijd? MTV Networks deed er onderzoek naar. Zie hier de bevindingen!
5. A Beta Life:// Youth MTV Media Mixers The Golden Age of Youth The Nickelodeon International Family Study
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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
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”
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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
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
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
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
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
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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
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
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
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
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
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
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
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
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…
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….
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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
42. So where do young people live in Youthtopia? YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
43. As you move through life, you move through Youthtopia YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
44. And socio-economic status changes your outlook on life Further education leads to more Collectivism YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
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?
46. In an ideal world youth are more Aspirational and have more Collectivism YOUTHTOPIA ASPIRATIONAL COLLECTIVISM OUTSIDER PRAGMATIC
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
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
49. Collectivism @ work: Q: Indicate the 3 most important reasons for choosing a certain education. Source: MTV Networks, Youth & Governmental Issues 2007
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
Wat betekent jong zijn in 2009? De vragen die we stelden aan het begin van de studie waren o.a.: Hoe verschillen jongeren de dag van vandaag van de vorige MTV generaties? Wat zijn de waarden die het belangrijkst zijn voor hen? Wat ligt hen nauw aan het hart en hoe kan je als merk of dienst daarop inspelen? Zijn de waarden van jouw merk of dienst in lijn met wat jongeren de van vandaag belangrijk vinden en zo niet, hoe zorg je ervoor dat ze naar je luisteren?
Kort woordje over methodologie: quali gebeurde bij jongeren tussen 16 en 29 jaar oud, in 6 Europese landen. België zat er niet bij, maar de studie gaat over universele waarden die gemakkelijk doorgetrokken kunnen worden naar België. Binnen de 100-tal jongeren die ze ondervraagd hebben is er voor een zo vergaand mogelijke diversiteit gezorgd: zowel jongeren uit grootsteden als uit platteland, verschillende typologieën van jongeren. Panel moest ook jongeren bevatten wiens ouders werkloos zijn geworden door crisis,… Dit om er voor te zorgen dat de sample zo verscheiden mogelijk was. Quali bestond uit personal blogs en creatieve oefeningen online die antwoorden vormde op de vragen van MTV. Dit kon in tekst maar ook evengoed in video of beelden. Quali werd trouwens ook in samenwerking met verschillende professoren opgestart.
Quali zorgde voor de blauwdruk voor Youthtopia terwijl de quanti de constructie ervan was. In de quanti fase werden 7.000 tal Europese jongeren ondervraagd over zo goed als alle belangrijke aspecten van hun leven. In de quanti werden er ook 180 merken opgenomen die mee bevraagd werden.
Nu voordat we over een youthtopia spreken moeten we eerst de definitie van youthtopia afbakenen.
Op het eerste gezicht lijken de definities simpel afgebakend. De drie belangrijkste termen in dit onderzoek zijn ‘waarden’, ‘verwachtingen’ en ‘aspiraties’. Belangrijke waarde kan vb zijn: het is belangrijk om hard te werken en succesvol te zijn. De bijhorende verwachtingen zijn dan: als ik dit jaar afstudeer en een goed job vastkrijg kan ik zoveel verdienen als ik 26 ben. Op lange termijn zijn de aspiraties dan als ik 35 ben wil ik mijn eigen baas zijn.
Moeilijkheid ligt in het feit dat aspiraties de dag van vandaag gelijk staan aan de verwachtingen! De jongeren verwachten om hun aspiraties te behalen en waar te maken. Het is dus moeilijk om verwachtingen en aspiraties uit elkaar te houden en op individueel niveau vervagen ze zelfs, want de verwachtingen van de ene persoon zijn de aspiraties van een ander. In deze studie hebben ze ervoor gekozen om het voortaan enkel te hebben over aspiraties ipv verwachtingen.
Eén van de meest opvallendste conclusies uit de studies was hoe dicht bij elkaar de antwoorden van de jongeren lagen. Hoewel er verschillen waren op individueel niveau kwamen de variaties niet door verschillen in nationaliteit, leeftijd, geslacht of sociale klasse.
Dit komt door het feit dat de grootste markten in hun oorsprong zeer gelijkaardig zijn, ze zijn gebaseerd (in een ver verleden) op een gedeelde Christelijke en Europese geloof of basis. Geen verschil in leeftijd komt vooral omdat de leeftijd van de jongeren in de studie zeer dicht bij elkaar ligt (16-29 y.o.). De verschillen tussen beide geslachten vervagen ook steeds meer, zeker bij de nieuwste generaties die ervan overtuigd zijn dat een vrouw ook een carrière bitch kan zijn. En ooit speelde sociale klasse een doorslaggevende rol, maar tegenwoordig is dit ook al veel minder het geval. Wat bepaalt dan aspiraties?
3 zaken die aspiraties beïnvloeden zijn critical events, recognition (erkenning) en social capital. Critical events kunnen bijvoorbeeld zijn, veelvuldig verhuizen op jonge leeftijd, opgroeien in een eenoudersgezin of gepest worden op school (steeds individueel niveau!). En het blijkt ook dat de huidige crisis weinig verandering heeft gebracht aan de aspiraties van jongeren. Recognition is eerder erkenning dan herkenning. Het is voor jongeren belangrijk om erkend te worden voor hun talenten en competenties. De meeste van de ondervraagden investeren in hun opleiding, sommigen hebben hun heil gevonden in sport, maar niet ten koste van hun opleidingen. En anderen zoeken hun heil in hedendaagse competenties zoals een goede DJ zijn.
Derde en meest belangrijke voor ons is het sociaal kapitaal. Social capital staat voor de mogelijkheden of middelden die jongeren ter beschikking hebben. Je hebt ook een verschil in sociaal kapitaal. Social capital kunnen bonded of bridged zijn. Bonded social capitals zijn belangrijk binnen gesloten sociale netwerken, vb. een goede bokser zijn of goed platen kunnen draaien. Bridged social capital zijn middelen die nieuwe opportuniteiten kunnen bieden om van de ene sociale klasse naar de andere te kunnen overstijgen: goede opleiding of over toegang tot media beschikken. Bridging social capital is van alle besproken determinanten veruit het belangrijkste. De andere determinanten zijn afhankelijk van je socio economische achtergrond terwijl briding social capital toegankelijk is voor iedereen of normaal gezien toch toegankelijk is voor iedereen. Reizen en media zijn de pijlers van bridging social capital en daarin schuilt het kracht van MTV als brand.
De traditionele kenmerken of karakteristieken voor jongeren gelden dus niet meer, ze moeten eigenlijk herevalueerd worden.
De jongeren van vandaag komen vaak in het nieuws, maar meestal gebeurd dit op een negatieve manier. Een aantal kranten en artikel koppen die ik heb gevonden spreekt boekdelen.
Uit de verschillende oefeningen en taken tijdens de quali, die zich in een online community afspeelde, tekenen er zich 5 meta waarden af. Meta waarden zijn de basis van alle waarden en afgeleide aspiraties. Ze worden gevormd tijdens de kinderjaren zijn zeer moeilijk te veranderen, media gebruik kan deze waarden slechts heel oppervlakkig beïnvloeden.
Individualisme is de enige meta waarde die niet volledig verdwenen is. Maar de betekenis van individualisme is wel enigszins aangepast. In de moderne samenleving staat individualisme voor het loskoppelen van vaste structuren zoals geslacht, sociale klasse en religie. Individuen zijn steeds meer in staat om hun eigen levensloop te construeren los van deze structuren. Er is een verschuiving opgetreden van normale levensloop naar een keuze levensloop, van bricolage. Dit wordt ook bevestigd in deze studie. Jongeren zien zichzelf als heer en meester over hun eigen leven. Daarom voelen ze geen nood om tot een groter collectief te horen en zien ze weinig heil in gezamenlijke acties. Maar in plaats van zich af te zonderen gaan ze eerder zich thuisvoelen in verschillende kleine samenlevingen. Ze zijn én emo, én gothic én veganist. Eén uitzondering is wel dat als ze geen vangnet van familie en vrienden hebben dat ze wel op zoek gaan naar een vervanging. Maar meestal vinden ze het tot één bepaalde groep behoren zelfs beledigend omdat het een label is die ze opgeplakt krijgen.
Traditie en respect voor je ouders zijn onverwachte helden van generatie Y. Het grootste verschil tussen hun en hun ouders is dat generatie Y streeft naar grootse dingen en ook verwacht om deze te bereiken. Het leven dat hun ouders geleefd hebben en leven is voor hen aspirationeel.
Eerlijkheid. In een individualistische samenleving is het van groot belang om te weten wat de anderen denken, het zorgt ook voor vertrouwen. Het ergste wat jongeren zouden kunnen overkomen is dat hun vrienden tegen hun zouden liegen.
Het proces van individualisering heeft als gevolg net dat familie en vrienden een belangrijker plaats innemen. Ze horen tot verschillende subgroepen en samenlevingen maar hun familie en vrienden zijn er altijd. De afwezigheid van steunpilaren zoals vrienden en familie heeft een groter impact dan dat het vroeger het geval was. Daardoor gaan jongeren hun vrienden en familie met groter respect behandelen dan vroeger.
Werk hard maar niet ten koste van anderen. Een negatieve resultaat doet er zelfs niet toe, wat belangrijk is is dat je geprobeerd hebt. Het tegengestelde wordt geassocieerd met luiheid. In de studie werden o.a. Barack Obama en Britney Spears aangehaald als hun voorbeelden. Mensen van bescheiden afkomst die door hard werken staan waar ze nu staan.
Positivisme, altijd blij en optimistisch blijven, zelfs bij tegenslagen. Ze staan zeer negatief tegenover mensen die hun leven niet ten volle benutten en er niet ten volle van genieten. Maar klassiek hedonistische gedrag zoals drugs nemen daalt dan weer. De jongeren geven zelf aan dat ze conservatief staan tegenover drugs en drugsgebruik en eigenlijk tegen alles wat hun toekomst in gevaar kan brengen. Ze erkennen wel dat het onderdeel is van jeugdcultuur, maar ze willen niet dat het hun leven ooit gaat overheersen.
Om duidelijkheid te scheppen over hoe deze 5 meta waarden zich verhouden ten opzichte van de vorige generaties werd er uit een creatieve opdracht de nieuwe Tien Geboden gecontrueerd. Belangrijk hierbij is dat de geboden eerder do’s zijn dan don’ts. Heb geloof in jezelf, wees eerlijk, neem verantwoordelijkheid op voor je eigen doen en laten, heb respect voor je ouders, enzovoort. Ondanks alle crisis en tegenslagen zijn de dromen en aspiraties van jongeren ook opvallend intact gebleven over alle bevraagde Europese landen.
De 7 hoofdzonden kregen ook een make over. Racisme, oneerlijkheid, pesten, hebzucht, ontrouw, woede of toorn en jaloezie en afgunst zijn de nieuwe hoofdzonden voor de jeugd van tegenwoordig.
Op basis van de waarden die jongeren belangrijk vinden heeft de Youthtopia studie een nieuw beeld geschept van de jongeren van vandaag. Het individualisme maakt plaats voor familie en vrienden, promiscuïteit maakt plaats voor een zoektocht naar ware liefde, verwend zijn ze nog steeds maar ze zijn er dankbaar voor, enzovoort. De jongeren van tegenwoordig zijn dus lang niet meer de rebelse, opstandige jongeren waarvoor ze uitgemaakt worden. Of althans, dat vinden zij niet. Zij vinden van zichzelf dat ze nogal conformistisch zijn en respect tonen aan degenen die het verdienen.
Hoe heeft dit alles hun ambities en gedragingen beïnvloed?
In tegenstelling tot meta waarden kunnen ambities wel frequent veranderen. Hierdoor is er meer ruimte voor merken om de ambities van de jongeren te begrijpen en hierop in te spelen.
Tijdens de gesprekken met de jongeren werden er 10 levenssferen bepaald waarin ze ambities hebben. Afhankelijk van hun ingesteldheid of mindset heb je tot 40 verschillende ambities.
Hoewel de levenssferen universeel zijn, verschillen de denkwijzen van de jongeren. In het quali luik werden 4 verschillende mindsets geïdentificeerd. Dus terwijl er op generatie vlak 5 meta waarden werden geïdentificeerd is er op individueel vlak tot 40 verschillende ambities mogelijk.
De verschillende mindsets zijn Collectivist: probeert goed te zijn en te doen omdat het the right thing to do is Aspirational: wil goed doen omdat ze er beter door worden in the long run Pragmatisch: aanvaard alles dat goed genoeg is/lijkt te zijn. Outsider: daagt uit en gaat zich afvragen wat je verstaat onder goed.
Hoe uit zich dit in de praktijk: voorbeeld voor relaties. Collectivist wil zijn/haar soulmate vinden waarbij ze zich helemaal tot hun eigen kunnen komen. Aspirationals willen iemand waarmee ze vooral kunnen uitpakken naar vrienden en familie toe. Pragmatisch: willen het huisje tuintje boompje beeld achterna. Outsiders zijn niet echt op zoek naar iets serieus maar iets waarbij ze zich vooral amuseren.
Voor educatie geeft het dan het volgend beeld: Collectivisten willen zoveel mogelijk leren en hun horizon verbreden. Aspirationelen willen een goede opleiding omdat dit bepalend is voor hun carrière en job. Pragmaten willen het vooral goed doen om hun ouders niet te teleurstellen. Outsiders zijn van mening dat levenservaring meer doorslaggevend gaat zijn dan een degelijke opleiding.
Als resultaat krijg je dan een soort mapping van wat voor soort ambitie bepaalde levenssferen domineren. Voor familie vb domineert het pragmatische, ze lang niet langer op zoek naar extreme vormen van liefde maar wel naar huisje tuintje boompje. Voor samenleving, is er geen specifieke ambitie die domineert, hoewel de outsider ambitie redelijk laag ligt, wat dan weer in lijn ligt met hun visie dat ze veel conformistischer zijn dan er werd aangenomen.
De levensfase waarin de jongeren zich bevinden heeft ook een groot gevolg voor je plek in youthtopia.
Nu, wat is de rol van merken binnen youthopia? Van de in totaal 180 bevraagde merken werden er telkens 7 voorgelegd per respondent. Van de 7 ondervraagde merken vonden ze 3 leuk, 2 daarvan vonden ze relevant en nog 2 andere wilden ze graag kopen. We hebben ook aan de jongeren gevraagd om hun verlanglijstje op te stellen, voor nu en tegen de tijd dat ze 35 zijn.
Een voorbeeldje van een jongen uit de UK. Al bij al blijven het jongeren en ze hebben typische dromen voor jongeren die leeftijd. Maar een ding is wel zeker, merken nemen een belangrijke plek in, in het leven van jongeren.
Het is dus van essentieel belang om als merk te weten hoe ze gepercipieerd worden door jongeren en van waar deze percepties vandaan komen. Dankzij het model van de youthtopia kunnen merken zien welke ambities ze bij de jongeren oproepen en op welke vlakken de merken moeten focussen om hun ideale bestemming of plek in youthtopia te bereiken. Een soort formule om als merk dichtbij de jongeren te geraken zeg maar.
Zo ziet de Youthtopia eruit zonder inwoners: de vier mindsets, het collectivisme dat lijnrecht staat tegenover de outsiders en de pragmaten die tegenover de aspirationelen staan. Over Europa heen is het adres van de jongeren in hun Youthtopia zeer gelijkend: op het randje van pragmatische en collectivistische.
We hebben het daarnet al gezien, afhankelijk van je levensfase ‘verhuis’ je als het ware doorheen Youthtopia.
Je sociaal economische status wijzigt ook je attitude naar het leven toe. Hoe meer opleiding en educatie je genoten hebt, hoe meer collectivistisch je bent.
We hebben de ambities in de verschillende levenssferen al in kaart gebracht, maar hoe zou de ambities eruit zien in hun ideale wereld in hun Youthtopia? Een aantal opvallende verschillen. Op vlak van reizen zouden ze veel aspirationeler zijn, is ook logisch denk ik. Het beperkt budget waar je als tiener over beschikt om op reis te gaan zouden dan ingeruild worden voor monsterbudgetten en reizen naar allerlei tropische bestemmingen. Op vlak van samenleving zouden jongeren veel collectivistischer zijn. In een ideale wereld zouden ze altijd het juiste proberen te doen, binnen hun mini societies, want ze blijven unieke individuen waarop je geen label op kunt plakken. Ook op vlak van educatie zouden ze veel collectiever zijn, educatie moet beschikbaar zijn voor alle lagen van de samenleving. Iets dat daar heel dichtbij leunt is toegang tot de media, hoewel dit al bijna het geval is is er België nog een groot verschil tussen basis onderwijs en basis informatie uit de media en toegang tot het hoger onderwijs (wat op lange termijn weer een groot verschil kan maken) en toegang tot alle media. Op vlak van eigen identiteit tenslotte zouden ze veel minder pragmatisch te werk gaan, geen genoegen meer nemen met wat goed genoeg is en streven naar meer.
In een ideale wereld zouden de jongeren dus over het algemeen veel aspirationeler en collectivistischer zijn. Dit is iets waar men aandacht moet aan schenken als er gecommuniceerd wordt naar jongeren toe. Speel in op hun aspirationele wensen en collectivistisch denken.
In alle landen werd er een positieve correlatie gevonden tussen apirationele ambities en merkscore. Tegelijk werd er een negatieve correlatie ontdekt tussen pragmatische ambities en merkscore.
Als je geliefd wil zijn bij iedereen, helpt in te spelen op collectivistische ambities. Maar een merk of dienst dat nog aan populariteit dient te winnen kan best een element van outsider in zich hebben. Dit zorgt ervoor dat je het aandacht van jongeren krijgt.
Twee duidelijke boodschappen uit de studie is dat je ten eerste je merk of dienst moet linken met aspiraties die jongeren aanspreken, zoals de campagne van KUL. Speel ook in op hun gevoel voor collectivisme. MTV Networks heeft zowel internationaal als lokaal deze strategie succesvol toegepast. Internationaal met onze MTV Staying Alive Foundation en meer recentelijk nationaal bij de Hope for Haïti campagne. Afhankelijk van de levenssfeer waar je boodschap overgaat zijn er natuurlijk andere te hanteren strategieën.
Conclusie: Ondanks de economische crisis zijn de ambities van jongeren er niet minder op geworden. Geografische en culturele grenzen vervagen hierbij. In de Youthopia van jongeren is het belangrijk om als merk te weten waar je ‘woont’ en welke ambities je oproept als merk. Eenmaal je je adres hebt gevonden binnen Youthopia en je wilt verhuizen kan MTV je hierbij helpen. In se is MTV een aspirationele outsider, maar door zijn programmering en imago reist MTV zonder problemen door de verschillende zones van Youthopia. Afhankelijk van hoe je je merk wil veranderen kan MTV je daarbij helpen.