What Do Young People Think?: April 2014

Tuesday, 15 April 2014

Looking at the challenges to youth around the world

We like this mini site at the BBC - gives a good global view about many of the issues we looked at facing young people in society.

http://www.bbc.co.uk/news/business-16158913

Interesting to see how similar issues manifest themselves in different guises in different countries and how governments and organisations are looking to tackle some of the issues.

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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