What Do Young People Think?: Challenging the stereotype of Youth on a night out at 3am

Thursday 12 September 2013

Challenging the stereotype of Youth on a night out at 3am

Source - www.metro.co.uk

Echoing a theme of our report, we loved the public spirited attitude of a group of lads out on a night out in Lincolnshire - finding a damaged bike rack, while waiting outside the take away at 3am, they spent nearly 13 mins repairing the damage.

For more details please visit the story on the Metro website.

It's great to see positive stories re-enforcing the fact that most younger people are not out to live up to the stereotype of them created by society.

What good actions have you seen young people undertaking in your community?

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Welcome

We live in a time where the focus by brands and businesses on engaging the youth market has reached pinnacle heights.

Young people are often thought of as a single cohort; for brands, they stand for freedom, colour and carefree attitudes.

However, when Chime Insight & Engagement, in collaboration with Rough Hill, spoke to over 1,500 young people aged 16-24 in 2013, we listened carefully to what they had to say and we uncovered a different, more nuanced story; a story driven by young people themselves, giving them back agency over how they are perceived by brands.

For brands who want to listen, this story will help them understand the audience they are trying to reach and form deeper bonds with this diverse group of people, held together by their common experiences of a rapidly changing world.

To learn more about how the youth research approach can help you, please contact caroline@cie.uk.com