February 12-13, 2019
The latest output in UM’s U.K. by UM study locks in on decoding youth culture today. So far through this series, which is intended to quantify and challenge identity stereotypes in society, we have tackled female, LGBTQ+, socioeconomic, regional, disability and fatherhood stereotypes.
Through various methodological layers, we have identified what motivates and compels 18-to-24-year-olds today – a key target segment for many brands and organizations and a segment that our findings indicate have great spending power and cultural influence.
A 2,000-respondent nat-rep survey has identified:
A series of online depth interviews have revealed:
Passive metering shows:
These new findings are essential learning for anyone looking to address this audience, from brand managers to parents.
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