Youth Trends 2017 Report

YOUTH TRENDS 2017 REPORT

A VOXBURNER REPORT What a waste of space. What a waste of space. CONTENTS FindFind out out how how we’re we’re engaging engaging thethe adad blockingblocking generation for for Google, Google, Jimmy Jimmy ChooChoo andand HBO. 1.00 Lifestyle

rehabstudio.comrehabstudio.com 1.01 Superhumans 1.02 Pleasure Principles

1.03 Savvy Shoppers 2.00 Digital and Tech

2.01 Digital Innovations

2.02 Anti-Social Social

2.03 Digital Language 3.00 Content

3.01 Single-Gender Content

3.02 Simpliﬁed Content

3.03 Alive Content 4.00 A Spotlight on Youth Consumer Attitudes Towards Drugs 5.00 Key Takeaways PODTALKS 6.00 About This Report

CONTENT FOR A WORLD IN MOTION SEE YMS17 RESULTS AT: SWHYPE.COM/PODTALKS 3 MEET THE CONTRIBUTORS

EXPERT CONTRIBUTORS

Liz Cheesbrough Sabrina Faramarzi Associate Director, SCB Partners Freelance Journalist and Futures Researcher

Liz is an Associate Director at Havas’ research driven strategy and trend Sabrina Faramarzi is a freelance journalist and futures researcher obsessing, forecasting consultancy SCB Partners, and in 2015 launched video start up Ice thinking and doing all things trend, innovation and design. Previously Strategic Cream. Passionate about immersive insight and bringing subcultures to life, her Insights Analyst at international retail design and strategy consultancy Portland youth clients have included Facebook, MTV, River Island and leading Channel 4’s Design and prior to that Trend Researcher at creative agency Bureaux Design, she award-winning UK Tribes project. Ever interested in club and drug culture, for fun has worked on a number of clients in the food, fashion and beauty industries and she works with Global Drug Survey which tracks how the world is getting high to on a number of international travel projects where she spent her time unpicking help inform change. the psyche of the young consumer. She now works freelance helping her clients understand their consumers and changing demographics and future proof their Shanu Walpita businesses for the next big thing. Freelance Trend Forecaster and Consultant George Webster Shanu Walpita is a trend forecaster, editor and consultant, specialised in Youth Consultant, Flamingo London dissecting global youth mindsets. From burgeoning subcultures, to future influencers, she’s travelled the world to uncover fresh talent, report from industry George began his career at insight agency Protein, researching early adopter events, and foretell micro / macro trends for everyone from retail brands to record consumers to help clients engage them. At Flamingo, he has explored the drivers labels. She spent 7+ years building her profile as an authority on Millennial and of shifs in youth culture to inform innovation for clients like adidas and is leading Gen Z consumer narratives at global trend authority WGSN, as their Youth Editor. Flamingo’s new youth initiative, exploring future trends and cultural currents in the Over the years she has provided their huge roster of clients with future insight - youth sector. both concept and product. Ruth Marshall-Johnson Victoria Loomes Associate Foresight Director, The Future Laboratory Head of TW:Premium, TrendWatching Ruth Marshall-Johnson is a cultural researcher, speaker and mentor specialising Victoria Loomes is Head of TW:Premium and works with TrendWatching’s clients in identifying and explaining the relationship between cultural development to help them understand how trends are impacting their business. She regularly and consumer behaviour for brands and organisations including Swarovski, delivers insight-packed presentations and workshops and has worked with a Dreamworks, Coca-Cola and BMW. Ruth is also guest lecturer at Central Saint range of brands including Unilever, Hachette, Marriott Hotels, BNP Paribas and Martins, the University of Westminster and London College of Communication BSkyB. She also writes about consumer trends and innovations and has been and on the influence and context of cultural trends she speaks at global press and quoted in a wide range of publications including The New York Times, The industry events. Guardian and The Telegraph.

4 5 Join us at across the globe YOUTH CONTRIBUTORS

Saeed Atcha, 20 Founding CEO, Xplode Magazine

Saeed is the CEO at one of Britain’s only charities created and managed by and for young people, Xplode magazine. Alongside this, Saeed has set up a PR Agency and is a radio broadcaster across the UK on 12 stations owned by News UK. At 20 years old, he is studying for a degree in Public Relations and Marketing and is a director of two local charities where he is responsible for the correct governance and strategy towards performance and volunteer management. He is the youngest Charity CEO to lead a group to be awarded Her Majesty the Queen’s Award for Voluntary Service and former Prime Minister, David Cameron, named Saeed a Point of Light. Lian Brooks, 21 University of Bristol graduate

Lian is a University of Bristol English graduate based in London, currently enjoying being able to get a taste for diﬀerent sectors through interning in journalism and digital marketing. Lian is creative by nature and striving to ﬁnd a way to join a love of the arts with work, while writing articles, painting and sampling London’s best pizzerias. Her proudest achievement to date is making it into the Art Attack magazine age 6, a feat she hopes to trump now out in the real world. Halima Nabahan, 20 University of Sussex student

Halima is a ﬁrst year student at the University of Sussex studying International NYC BLN SF LDN Development. Originally from London but having been raised in both New Zealand and Kenya, her two native countries, having such experience has been YMS NYC YMS Berlin YMS San Francisco YMS London crucial in shaping who she is today. She has a keen interest in writing and hopes to turn that passion into a career, whatever that may be. At the moment she’s 3-4 October 2017 23 November 2017 7 March 2018 20-21 March 2018 enjoying trying out new hobbies, meeting new people and travelling as much as she can.

For further enquiries - please contact Richard Jackson on [email protected] or +44 20 3095 1415

6 FOREWORD

I’m delighted to introduce the Voxburner Youth LIFESTYLE DIGITAL AND TECH CONTENT Trends report, which delves into a youth consumer behaviour analysis and forecast for the year ahead. Superhumans Digital Innovations Single-Gender Content The 2017 edition is an essential read for smart Self-improvement is on the top As VR gains traction in a more The young content creators youth marketers ready to elevate their strategies of 16-24s’ to-do list as they mainstream medium amongst making the most noise in 2016 and increase presence and loyalty amongst the partake in activities that aid in a this market, find out what other were the girls. As we reach ever influential youth generations. dedicated process of becoming tech innovations are resonating peak youth feminism, learn how This unique piece of research is intended to be the best version of themselves within the youth sphere. shifs in modern masculinity used by all industries that connect with the 16-24 possible. will inform future youth content Anti-Social Social demographic on any level, whether Fashion, Food strategies. Pleasure Principles & Beverage, Education or Tech, as a go-to guide There’s about to be a backlash Simplified Content to transform how marketers connect with this How do UK 16-24s get their to the hyper-filtered lives young sector. Not only does it provide key trends within kicks? Are young people people are currently living No-fuss, minimal content is three core themes; Lifestyle, Digital and Content, no longer partying the way through social media. Discover exactly what will be on 16-24s it offers branded examples to inspire, as well previous generations at their how in our Anti-Social trend. agenda for 2017. The Simplified as achievable takeaway tactics that can directly ages did? Content trend frees up busy Digital Language inform future marketing concepts. youth consumers’ time to work Savvy Shoppers In 2017, young people will begin on their superhuman status. The findings of the report are brought to life by The UK’s youth are driving the to communicate in a variety of insights and opinions from expert contributors future of shopping into a social, mediums that go beyond emojis Alive Content ruling the youth marketing world right now, as digitally interactive world. Retail and GIFs. Ensure you’re fluent in The youth sector are driving the well as comments from those that truly matter, brands will find inspiration in the Digital Language trend. future of content into a futuristic the 16-24 target demographic. In addition, the Savvy Shoppers’ habits traits sphere that’s living, breathing, trends are confirmed via a quant survey of over and retail needs here. and above-all instant. Learn how 2,000 16-24-year-olds based all over the UK, this trend evolves to create an providing stats to reference in future content and always-on world, where online further insights into this demographic’s intriguing and offline merge. mindset.

Here’s a taste of what’s to come… Open mouthed? You should be. Make this report your go-to, in a sense, a youth culture Bible that will ensure your organisation succeeds within the ever-competitive youth marketing sphere, in 2017 and beyond. Enjoy. Lara Piras Voxburner, Content & Insights Director

8 9 1.01 SUPERHUMANS

In Voxburner’s Youth Trends 2016 report we the uproot of personalised content marketing. explored polite youth consumers, where goody- From our survey of over 2,000 UK 16-24s, 45% two-shoes were engaging in online activism, agree they’re an ‘overachiever,’ while 84% feel it traditional values and unique identities. These important to continuously improve themselves and concepts flourished throughout the latter end of learn new skills. Of those skills, 16% are learning 2016, especially during two of the most prominent coding and robotics, 22% one or more languages, 1.00 political moments in history, UK’s Brexit and the US 42% improving their fitness and 41% their nutrition Election. In reaction, the UK’s youth are fighting via superfoods. As well as this, 54% use Siri, 30% back and making a stand via intelligence, striving Cortana and 50% Google Now, signalling a real to become superhuman. Self-improvement shif in 16-24s embracing AI technology that both is on the top of their to-do list as they partake aid and simplify their lives. in activities that aid in a dedicated process of LIFESTYLE becoming the best version of themselves possible. Polar opposite behaviours mean young people are extremely happy yet anxious. According to “YOUNG PEOPLE HAVE A GLOBAL AWARENESS YoungMinds, rates of depression and anxiety Voxburner’s 2017 youth lifestyle OF HUMANITARIAN, HEALTH, MORALITY, among teenagers have increased by 70% in the trends prove how the polite CURRENT AFFAIRS AND PSYCHOLOGY ISSUES past 25 years. Meanwhile, of our 2,000 survey activist from 2016 prevails, this THAT PREVIOUS GENERATIONS COULD ONLY respondents, 75% feel anxious and worried, SEE AN ICEBERG’S TIP OF. THAT AWARENESS year moving into Superhuman which in one part is worrying, however also territories via activities like brain- AND GLOBAL CONTEXT MAKES YOUNG PEOPLE WANT TO DO MORE...BUT ALSO shows how much they care about their future. boosting exercise classes and CRUCIALLY, IT MAKES THEM WANT TO BE SEEN learning extraordinary skills DOING MORE.” such as coding. Meanwhile, young people’s meaning of fun Sabrina Faramarzi transforms in Pleasure Principles, Freelance Journalist as our survey finds 79% of 16-24s and Futures Researcher prefer to stay in and binge series Superfood diets (take the 2m posts on Instagram than go out clubbing. And lastly, using #superfood), brain-boosting juices and Savvy Shoppers are reshaping the super exercising (Barry’s Bootcamp) are just future of retail by an intelligent some of the ways in which they plan to achieve concept named ‘showrooming,’ to superiority in various forms. They’re also learning to code, wearing wearable tech that helps them inform their next purchases, while improve themselves day-to-day such as Fitbit, the prompting brands to switch up Apple watch, and also consuming better, more their future marketing strategies. personalised content via filter apps (Readbug) and

10 11 1. In response to this, mindfulness is beginning to “IN THE NEAR FUTURE WE WILL SEE THE be used across schools and also within oﬃce FOCUS ON IMPROVEMENT MOVING FROM culture. It’s now important for employers to SELF-IMPROVEMENT TO THE IMPROVING OF bring mindfulness into the workplace, especially THE WORLD AROUND US - AND SPECIFICALLY to attract the 16-24 category. Afer a school in TO BE REFLECTED IN ENVIRONMENTAL Baltimore introduced meditation sessions instead ISSUES. PLANET EARTH HAS BEEN WATCHED of detention, they experienced zero suspensions BY MORE YOUNG PEOPLE THAN ANY OTHER in 2016. Showing their keenness for this trend, of DEMOGRAPHIC, AND ONLINE ECO-ACTIVISTS our survey, 21% are actively practicing meditation SUCH AS GLACIER GIRL ARE LEADING THE and yoga, while 51% stated their college or WAY.” workplace doesn’t incorporate yoga or meditation yet but would like it to, proving this movement Sabrina Faramarzi should be picked up by even more organisations Freelance Journalist in the near future. and Futures Researcher 2. 3. With young people facing challenges to unplug, “IT’S IMPORTANT FOR BRANDS TO OFFER de-stress and tap into the science of the mind, this A SENSE OF COMMUNITY, FLEXIBILITY, is a really exciting space for brands to play in. Take AND AS WELL AS A SENSE OF ALTRUISTIC note of pioneering mindful app Headspace, which WELLNESS. BRANDS ALSO NEED TO recently launched Headspace for Kids, as well as NURTURE THE YOUNGER GENERATIONS’ studios such as MNDFL and Unplug Meditation, MULTI-HYPHENATED LIFESTYLE. THEY HAVE who oﬀer newcomers a practical route into the art TO UNDERSTAND THAT YOUNGSTERS ARE of mindfulness. Classes last for 30–45 minutes and CAPABLE OF A LOT, AND BE INTELLIGENT are easily bookable with no need for long-term WITH HOW THEY APPROACH AND MARKET TO commitment. Perfect for these busy, digitally- THEM. THE SUPERHUMAN TREND WILL MOVE native youth consumers. There’s also MiSP, a INTO A MORE POLITICAL/ ACTIVIST MINDSET UK-based project wholeheartedly dedicated to GOING FORWARD. YOUNGSTERS WILL NOT mindfulness in schools and Anxy, a new bi-annual ONLY BE PASSIONATE ABOUT BETTERING magazine for 2017 that uses storytelling and THEMSELVES, BUT ALSO THE WORLD AROUND design to prompt conversation around mental THEM.” health, encouraging readers to have the magazine on display rather than hidden away. Expect the Shanu Walpita Superhuman trend to go mainstream in 2017, with Freelance Trend Forecaster 16-24s taking a mindful approach to all they do and Consultant and previous within work and play. WGSN Youth Editor

1. Anxy, a new bi-annual magazine for 2017 2. Unplug Meditation 3. Headspace for kids 4. MiSP, mindfulness in schools

12 13 1.02

1.01 SUPERHUMAN PLEASURE YOUTH CONTRIBUTOR QUOTES PRINCIPLES

“IT’S REALLY IMPORTANT TO KEEP IMPROVING YOURSELF AND How do UK 16-24s get their kicks? It’s been talked riding, skateboarding, karting, and simply LEARNING NEW THINGS BECAUSE THE WORLD IS SO COMPETITIVE about a lot - that young people are no longer “outdoor pursuits,” were all mentioned as their AND A LOT SMALLER THAN IT USED TO BE DUE TO TECHNOLOGY partying the way previous generations at their favourite ways to unwind. Drinking, it seems, is no AND TRAVEL BEING SO WIDELY AVAILABLE. YOU’VE ALWAYS ages did. Is it really true about what everyone’s longer teen’s go-to form of escapism, especially as GOT TO BE AT THE TOP OF YOUR GAME AND SELF-DEVELOPMENT saying, that young people don’t like going raving only 27% of Voxburner’s survey drink alcohol more NEVER STOPS.” anymore? It really is. Voxburner’s survey revealed than once a week and an impressive 16% don’t 79% of 16-24s prefer to stay in and binge series drink a drop. It’s still present of course, (for 82% Saeed Atcha, 20 than go out clubbing. However their socialising of 16-24s alcohol is at least sometimes there when Founding CEO, Xplode Magazine habits aren’t necessarily unsociable, they’re simply they hang out (and 34% ﬁnd cannabis is too)) veering into a new realm. showing they’re making savvier choices instead. “YOUNG PEOPLE’S SHIFT TOWARDS ‘IMPROVING’ AND ‘LEARNING’ ISN’T SO BLACK AND WHITE. IT SOCIALISING ONLINE (VIA GAMING OR TAKES A LOT OF TIME TO GET GOOD AT THINGS LIKE PHOTOSHOP SOCIAL) IN VOXBURNER’S DATA STANDS OUT OR CODING. IT’S OF COURSE VERY SATISFYING TO LEARN A AS IT REFLECTS WHAT WE ALREADY KNOW – NEW SKILL BUT I FEEL THAT PEOPLE FROM MY GENERATION ARE NOT THAT YOUNG PEOPLE SOCIALISE LESS, SO SKILLED IN SO MANY NICHE SECTORS THAT MY EFFORTS TO BUT THAT THEY DO IT CONSTANTLY WITH GAIN INSIGHT INTO SOME CAN FEEL A BIT FUTILE. WHEN YOU’RE LESS NEED TO TAKE IT OFFLINE. THE QUALITY WORKING TOWARDS DEVELOPING AND BETTERING YOURSELF IT OF HANGING AT HOME HAS ROCKETED SHOULD BE PRIMARILY FOR YOU, BUT I DON’T FEEL AS THOUGH IT WITH THE LIMITLESS OPPORTUNITY VIA VOD ALWAYS IS NOWADAYS.” PLATFORMS, CONVENIENCE TECHNOLOGIES LIKE GOOGLE CHROMECAST, AND ICONIC Lian Brooks, 21 CONTENT THAT’S ‘MUST WATCH NOW’ TO University of Bristol graduate KEEP UP. THE SHIFT TOWARDS ‘LUXURY LIVING’ FOR YOUTH WHO ARE MAKING THEIR HOMES THEIR CASTLES, REFLECTS TRENDS “I DON’T SEE THE POINT IN DOING OR IMMERSING MYSELF IN ACROSS WIDER SOCIETY SUCH AS HYGGE, ANYTHING IF IT DOESN’T BETTER ME OR MAKE ME HAPPIER. THE MINDFUL ENVIRONMENTS AND CREATING ONLY WAY IN WHICH WE CAN PROSPER IS BY ENGAGING OUR ‘INSTAGRAM-WORTHY SANCTUARIES’.” MINDS IN NEW ACTIVITY, IT’S CRAZY HOW MUCH YOU CAN LEARN FROM EVEN THE PEOPLE YOU SURROUND YOURSELF WITH.” Liz Cheesbrough Associate Director, SCB Partners Halima Nabahan, 20 University of Sussex student When asked what they do to let their hair down and have fun, Voxburner’s survey of 16-24s included sporting activities in their responses. Martial Arts, wrestling, climbing, diving, horse

14 15 “AS ATTENTIONS SHIFT TOWARDS HEALTH, “IT’S A MISTAKE TO BELIEVE YOUNG PEOPLE HOME AND HARMONY; NIGHTLIFE IS HAVE FORGOTTEN HOW TO PARTY – THEIR THROWN INTO CONTRAST – FROM CLUB ASPIRATIONAL HEALTHY ETHOS ISN’T 24/7, CLOSURES LITERALLY LIMITING THE SCENE, SO WHILE EXCESS IS OUT, INDULGENCE TO MEDIA COVERAGE HIGHLIGHTING HOW IS STILL IN. THEY AREN’T REJECTING GENERIC, EXPENSIVE AND AGGRESSIVE INTOXICANTS OUTRIGHT, BUT SAVVY BRANDS THESE ENVIRONMENTS ARE. AS GENDER AND WILL HARNESS THIS WITH HEALTH-CENTRIC SEXUAL EQUALITY BECOME MAINSTREAM HEDONISM PRODUCTS AND EXPERIENCES, 1.02 PLEASURE PRINCIPLES YOUTH ISSUES AND THE NOTION OF ‘SAFE WHICH SAFELY BUT EXCITINGLY HELP YOUNG SPACE’ IS INCREASINGLY USED, NIGHTLIFE PEOPLE WALK THE LINE BETWEEN NAUGHTY YOUTH CONTRIBUTOR QUOTES BRANDS MUST HARNESS INCLUSIVITY AND AND NICE.” INDEPENDENCE TO MAKE THESE SPACES ASPIRATIONAL AND MODERN.” Liz Cheesbrough “UK NIGHTLIFE IS VERY REPETITIVE AND SHOCKING, IT’S PRETTY MUCH Associate Director, SCB Partners THE SAME WHICHEVER CITY YOU GO TO. I’D MUCH RATHER GO TO THE CINEMA OR BOWLING OR GO FOR A MEAL WITH FRIENDS AND ACTUALLY REMEMBER THE NIGHT I’VE HAD. I THINK THERE ARE PLENTY OF 1. ‘SOBERING’ OPTIONS AVAILABLE.” Saeed Atcha, 20 Founding CEO, Xplode Magazine

“UK NIGHTLIFE DEFINITELY ISN’T SOMETHING THAT I LOSE SLEEP OVER. YOU CAN ALWAYS MAKE YOUR OWN FUN AND I’D HARDLY SAY MY LIFE’S DEFINING MOMENTS HAVE TAKEN PLACE IN CLUBS. I ENJOY GOING OUT, BUT THE ‘HEAVIER’ CLUBS HOLD NO APPEAL.”

Lian Brooks, 21 University of Bristol graduate

“UK NIGHTLIFE IS GREAT, GROWING UP IN LONDON AS A TEENAGER AND 2. YOUNG ADULT IS BRILLIANT. THERE’S ALWAYS SOMETHING FOR EVERYONE NO MATTER WHAT YOU’RE INTO. I THINK AS WITH ANYTHING IT WILL EVOLVE AND CHANGE, I’M NOT SURE HOW, BUT IT WILL, AND THAT’S WHAT’S SO EXCITING.” Halima Nabahan, 20 University of Sussex student

1. Google Chromecast 2. Netﬂix and Chill - The Invitation to watch Netﬂix together as a euphemism for sex - gained traction in 2015

16 17 1.

1.03 SAVVY

SHOPPERS 2. 3.

The UK’s youth are driving the future of shopping “showrooming,” - reviewing product at a closeby into a social, digitally interactive world. 61% of retail store and then shopping for it online to find Voxburner’s survey respondents aged between the lowest price. 44% of our survey say so, giving 16-24 feel phygital concepts such as interactive reasons such as, “Most of the stuff I want online screens are one of the top three most important usually isn’t in store,” and, “I want to try before I parts of the shopping experience, second comes buy but also get the cheapest price.” As strategy social media-friendly store layouts, and third consultants Accenture note, “This shif is due, is personalised experiences (for example push in part, to the current high penetration levels of notifications, Geofilters). According to Snapchat, smartphones, which can enable customers to a branded geofilter has the ability to reach 40- search for an item easily, even while in a store,” 60% of the app’s daily users as they complement adding, “Many [young people] hone their traditional advertising, which in turn drives shopping skills on the Internet, checking product customers into stores. River Island for example, ratings and reviews or feedback on retailers, for used the concept to promote its A/W 16/17 example, to confirm that both product and vendor 4. collection. In 280 stores across the UK and Ireland, provide the best value and service, respectively.” users had access to bespoke branded geofilters, 16-24s therefore need and want something more, which updated as the season progressed. Adding something exciting enough to lure them out of a gamified element, it encouraged the spread their bedrooms and into bricks-and-mortar spaces. of user-generated content using the #RIsnap Brands that tap into this mindset throughout 2017 hashtag, offering the chance to win a £1,000 will come out winning. shopping spree for those who shared their images. While campaigns of this nature ofen Be inspired by Sharmadean Reid of WAH don’t translate directly into sales, engagement Nails’ Soho store that champions the phygital increases tenfold, especially as the largest experience for the Instagram generation. The Snapchat age demographic is 18-24-year-olds, entrepreneur told Refinery29, “People can come making up 37% of total Snapchat users, according to the store and not just get their nails done. to Hootsuite. I wanted to create a seamless on-and-offline experience and for it to feel like if you’re on our UK 16-24s are getting their retail quick-fixes online Instagram, come into the store and they’re one (83% of Voxburner’s survey respondents buy travel and the same vibe. It’s really about utilising related products online, 81% media, 59% tech retail technology to create something that’s truly and 46% fashion), but are ultimately and evidently futuristic.” Similarly Manchester-based fashion craving experiential with even 18% stating robots e-tailer Missguided’s only store in London’s would enhance their in-store experience. These Westfield Stratford, creates, “jaw-to-the-floor 1. SnapChat Geofilters savvy shoppers boast important traits for brands to shareable moments,” filled with emoji-inspired 2. River Island #RIsnap competition know. They’re brand loyal (61% would say they’re interiors perfect for the 16-24 Insta-obsessed loyal to one brand in particular) and they’re also market. 3. WAH Nails, Soho 4. Missguided store, Westfield 5. Alexander Wang x Adidas (Overleaf)

18 19 5.

1.03 SAVVY SHOPPERS YOUTH CONTRIBUTOR QUOTES “YOUNG PEOPLE ARE SAVVY SHOPPERS, “OFFLINE SHOPPING CAN’T COMPETE WITH THEY JUST DON’T VIEW SHOPPING AS A PRICE AND CONVENIENCE, SO BRANDS NEED SINGULAR ACTIVITY. IT IS ENTRENCHED IN TO THINK CREATIVELY ABOUT THE VALUE- THE VERY NATURE OF THEIR IDEOLOGIES AND ADD REAL-WORLD RETAIL INTERACTION CAN “I LIKE TO SHOP ONLINE AND PREFER IT TO SHOPPING OFFLINE BECAUSE THIS IS WHY BRANDS NEED TO START VIEWING OFFER TO YOUNG CONSUMERS. SELLING OF HOW EASY IT IS AND WITH THINGS LIKE PAYPAL AND AMAZON PRIME, THEIR PHYSICAL STORES AS WONDERLANDS, IN ONE LOCATION FOR A SHORT SPACE IT’S JUST SO QUICK. I ALSO LOVE TRYING NEW WAYS TO SHOP AND EXPLORE PLAYGROUNDS, THEME PARKS - PROVIDING OF TIME WILL TRIGGER ENTHUSIASM AND AND AM QUITE RECEPTIVE TO NEW IDEAS.” THE KIND OF EXPERIENCE YOU CAN ONLY GET PROVIDES A GREAT PURCHASE BACK-STORY, BY LEAVING YOUR HOUSE. DIGITAL IN-STORE INCREASINGLY IMPORTANT FOR YOUNG Saeed Atcha, 20 CONCEPTS ARE JUST ONE WAY TO DO THIS BUT CONSUMERS WHO AREN’T JUST INTERESTED Founding CEO, Xplode Magazine ITS MOST IMPORTANT FUNCTION IS ACTUALLY IN WHAT THEY PURCHASED BUT HOW THEY TO LINK THE PHYSICAL, LIVE EXPERIENCE TO PURCHASED IT.” THE TRANSACTIONS THAT SHOULD BE MADE “ONLINE SHOPPING IS EASIER BECAUSE YOU CAN SEARCH ALL STOCK, BACK AT HOME, IN THE COMFORTING LIGHT Victoria Loomes HAVE THE SECURITY OF FREE RETURNS AND IT’S EASIER TO FEEL LESS OF THE MOBILE SCREEN.” Head of TW:Premium, TrendWatching GUILTY ABOUT BECAUSE YOU’RE TAKING LESS OF YOUR TIME TO GO OUT OF YOUR WAY TO SPEND MONEY. THE MAIN ELEMENT I CAN SEE GENUINELY “2017 WILL REPRESENT A MAJOR SHIFT IN Sabrina Faramarzi IMPROVING SHOPPING EXPERIENCES WOULD BE INTERACTIVE SCREENS TO THE BRAND AND RETAIL LANDSCAPE. IT’S A Freelance Journalist CHECK FOR SIZES ETC IN CHANGING ROOMS.” and Futures Researcher SHIFT TO AN ECO-SYSTEM WHERE DIGITAL AND PHYSICAL ARE FINALLY, INEXTRICABLY

Smart retailers should balance product oﬀer, LINKED. THE NEW OPPORTUNITY LIES IN Lian Brooks, 21 University of Bristol graduate brand history and the shopping experience in BRANDS BEING ABLE TO USE THE TOOLS NOW 2017, while collaborating with unexpected, yet AVAILABLE TO TELL THEIR STORY IN EVER complementary brands that inspire and further MORE POWERFUL WAYS. FOR EXAMPLE A reach. Take Alexander Wang x Adidas’ pop-up STORE CAN BECOME A CENTRE FOR CULTURAL “I’M SOMEONE WHO HAS TO TRY CLOTHES ON BEFORE THEY BUY THEM SO truck as a prime example, which popped up in EXCHANGE WHERE PURCHASE IS THE LAST I USUALLY DO ALL MY SHOPPING IN-STORE, I ALSO ENJOY THE EXPERIENCE NYC, Tokyo and London during fashion month. PRIORITY. THE SPACE CAN BE USED IN A VERY SO FIND IT BEST FOR ME. WHEN IT COMES TO NON-CLOTHING ITEMS I LOVE It housed the limited edition capsule collection, FLEXIBLE WAY FOR GIGS AND FESTIVALS, ONLINE SHOPPING, IT’S SO MUCH MORE CONVENIENT AND BROWSING allowing eager young consumers to purchase CLASSES AND EXHIBITIONS, TRAINING ONLINE FOR THINGS IS EASIER AND A LOT MORE SPECIFIC THAN IN PERSON. directly from the vehicle. Keeping this group SESSIONS AND SEMINARS, PUBLIC READINGS DIGITAL IN-STORE EXPERIENCES WITHIN RETAIL SEEM LIKE THE BEST OF engaged in new retail ways is key, and if done well, AND MEET-AND GREETS WITH INSPIRING BOTH WORLDS, THE CONVENIENCE OF ONLINE BROWSING WHILE ALSO could signal a future ﬁlled with highly experiential BRAND AMBASSADORS. STORES CAN REALLY BEING ABLE TO FEEL LIKE CLOTHES/PRODUCTS AND IN REAL LIFE AND TRY concept stores where the youth sector feel both START TO OPEN UP INTO THE KIND OF THEM ON.” stimulated and inspired. EXPERIENCE-FIRST SPACE THAT MAKES BRAND LOYALTY EASY AND COMPLETELY REDEFINES Halima Nabahan, 20 THE RETAIL SPACE.” University of Sussex student Ruth Marshall-Johnson Associate Foresight Director The Future Laboratory

20 21 2.00 DIGITAL AND TECH

Voxburner’s 2017 youth digital trends reveal how the key digi innovation of 2016, VR, is going nowhere fast, especially amongst the UK’s 16-24 sector. While they ﬁnd escapism in such mind- blowing tech experiences, they’re also developing anti- social tendencies when it comes to social media. Could 2017 ﬁnally see the Facebook backlash we’ve all been expecting? Brands should be aware of this shif, as well as adding digital language that moves beyond emojis and GIFs to their vocabulary.

“BRANDS NEED TO STOP THINKING OF DIGITAL CONTENT SIMPLY AS A WAY TO CONVEY INFORMATION 1. OR PROVIDE ESCAPIST ENTERTAINMENT. IN 2017 2.01 AND BEYOND, VIRTUAL REALITY WILL GIVE YOUNG CONSUMERS NEW WAYS TO EXPLORE THE LIMITS OF THEIR CREATIVITY, TEST THEIR ENDURANCE OR PROVE SOMETHING ABOUT THEMSELVES. AS A RESULT, DIGITAL DIGITAL EXPERIENCES WILL QUICKLY COME TO CARRY A STATUSWEIGHT EQUAL TO REAL-WORLD EXPERIENCES, INNOVATIONS IF NOT BECOME MORE SOUGHT-AFTER AND PRIZED.” Victoria Loomes The UK’s youth are beginning to adapt to futuristic Youth consumers are embracing the automated Head of TW:Premium, TrendWatching digital innovations, used at key escapist moments future. Another key digital buzz for 2017 is robots that help them switch off, as well as organise and - for both consumers and businesses. When simplify their lives. 34% of our survey respondent’s asked what their dream piece of tech would be, favourite digital innovation of 2016 was VR, while consumer AI robots in the capacity of aiding their Digital AI Assistants ( Siri/ Cortana/ Google Now) day-to-day lives features frequently. “A robot are currently being used by 65%. The innovation that cooks,” explains one survey respondent, that they see winning 2017? VR again. “A chore robot would be amazing,” adds another. As we mentioned in last year’s Digital Meanwhile, 23% of our 16-24s have actively Innovations theme, as long as these futuristic engaged in a VR experience, while 79% have at concepts add something to their lives, they’re least heard about the concept. It’s important at this in. On the market already we’ve seen Jibo, the point to remember that these are real, 16-24-year- world’s first social robot designed to respond to olds with no preconceptions about the survey people on an emotional level, and then there’s or who we are, and are also not London-centric, Cogni Toys, a brand creating educational robots proving that the trend truly is gaining traction in a for children. Meanwhile beauty brand Sephora more mainstream medium amongst this market. has been trialing an in-store robot, which senses and automatically greets customers as well as “YOUTH BRANDS NEED TO GET STRATEGIC dispenses a card that serves as a ‘virtual shopping IN 2017 WITH REGARDS TO HOW THEY basket,’ combining online/ offline purchases. TAP THE DIGITAL LANDSCAPE. THE YOUTH There will also be increased engagement of IS ESPECIALLY RECEPTIVE TO DIGITAL drones and AR concepts in 2017 within the 16-24 INNOVATION, AND WILL APPRECIATE A consumer group as they seep more fluidly into BRAND’S FRESH PERSPECTIVE, AND PLAYFUL their day-to-day. 2. APPROACH TO NEWNESS. BRANDS WILL NEED TO USE INNOVATION TO ENHANCE “FACED WITH A DEEPLY UNCERTAIN WORLD, THEIR MARKETING STRATEGIES, PRODUCT YOUNG CONSUMERS ARE SHOWCASING AN OFFERINGS AND PRODUCT RELEASES. THE ACTIVE PRAGMATISM IN THEIR DECISION- YOUTH IS ALSO EQUALLY PERCEPTIVE TO MAKING PROCESSES, AND PURSUING 3. GIMMICKY, CONTRIVED AND OFF-BRAND OPPORTUNITIES TO MITIGATE THE FELT MOTIVATIONS, THUS IT’S IMPORTANT TO IMPACT OF A CREED FOR SPEED LEAVING STAY AUTHENTIC, AND USE INNOVATION THEM PERCEIVABLY TIME-POOR. IT IS THE AS A MEANS TO ENHANCE BRAND-TO- DIGITAL INNOVATION THAT MEETS THEM CONSUMER INTERACTION.” WHERE THEY ARE, THAT WE WILL WITNESS MOST ENGAGED RECEPTION.” Sabrina Faramarzi 1. Cortana / Siri Freelance Journalist George Webster and Futures Researcher Youth Consultant, Flamingo London 2. Jibo, the world’s first social robot 3. Sephora robot

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2.02 2.01 DIGITAL INNOVATIONS YOUTH CONTRIBUTOR QUOTES ANTI-SOCIAL SOCIAL “I ABSOLUTELY LOVE SIRI AND HOW IT’S ABLE TO DO THINGS LIKE PAY PEOPLE, AND PULL UP DIRECTIONS, IT MAKES LIFE SO EASY. I AM A GLASSES WEARER AND LOVE THE IDEA OF GOOGLE GLASS – I THINK IT’S BECAUSE There’s about to be a backlash to the hyper-filtered SPEEDY CONNECTIVITY WITH FRIENDS. IT FEELS VERY JAMES BOND-Y. I ALSO LOVED THE IDEA OF CHANNEL 4’S lives young people are currently living through YOUNG CONSUMERS ARE SEEKING OUT ‘4NEWSWALL’ LAST YEAR, WHICH WAS ESSENTIALLY BREAKING THINGS social media. Living in anticipation of their next OPPORTUNITIES FOR GENUINE AUTHENTICITY. DOWN FOR THE CONSUMER AND MAKING THINGS EASIER. EVERYONE IS social media upload is quickly becoming the WE’LL SEE THIS SET LOOKING DEEPER TO SO BUSY THESE DAYS AND CAN ONLY TAKE IN SO MUCH INFORMATION.” norm, as 31% of our survey have planned to go BUILD PRESENCES ON NETWORKS GEARED to particular social events because they know TOWARDS MORE INTIMATE, ONLINE Saeed Atcha, 20 it will result in a great post. 76% of Voxburner’s CONVERSATION AND WITH IT, A DEEPER Founding CEO, Xplode Magazine survey agree there is too much pressure on 16-24s SENSE OF GENUINE EXPERIENCE.” to grow up too quickly, signalling a movement where real-life concepts reign supreme, especially George Webster “I CAN’T SAY DIGITAL INNOVATIONS LIKE VR OR AR IS SOMETHING I GIVE considering 43% feel their social profiles are not Youth Consultant, Flamingo London MUCH THOUGHT TO PAST TRYING OUT HEADSETS AT ADVERTISING STALLS an authentic version of their life and personality. AT EVENTS. IT’S COOL BUT NOT SOMETHING I PARTICULARLY SEE FITTING Anonymity online is cool again as youth INTO MY LIFE. SHOWS LIKE BLACK MIRROR PROMPT YOU TO EXAMINE IT AS The Guardian reported in their teen’s guide to consumers transform into ‘social ghosts’ (slang A POSSIBILITY MORE, BUT IF ANYTHING I’D LIKE TO CUT DOWN ON HOW social media, “Facebook is over.” Contributor, used to describe people who’ve committed MUCH I USE TECHNOLOGY, NOT SEEK OUT NEW WAYS TO INCORPORATE IT Lucia Hagan, 16, adds, “There are only two types social-media suicide), as their content continues to IN MY LIFE.” of social media anyone my age uses: Snapchat display unrealistic portrayals of daily life. If they’re and Instagram. Snapchat is for giving everyone a not quitting completely, some 26% of Voxburner’s Lian Brooks, 21 constant insight into your life, without it being as survey are creating secondary profiles, ofen made University of Bristol graduate annoying as posting loads of videos and photos private, that allows them to be free to post their onto Instagram (Snapchat posts disappear). ‘real life.’ Think ugly-face selfies and party antics. Instagram is basically the same thing, except Lucia Hagan, 16, notes, “Private accounts have your uploads are more spaced out. The only become more popular, because people want to be “VR IS REALLY QUITE ASTONISHING. I’VE TRIED IT OUT A FEW TIMES AND people I know who use Facebook are my parents; able to post what they want on Instagram without BEEN AMAZED BY IT, THOUGH I DON’T SEE MUCH USE FOR AR IN SOCIETY mostly it’s a place where people dump their being looked down on or judged.” OTHER THAN FOR FUN, IN TERMS OF FUN APPS AND SUCH. IN THE FUTURE non-Instagram-worthy pictures every couple ROBOTS MAY PLAY A BIG ROLE IN SOCIETY AND OUR EVERYDAY LIVES of months.” Even Facebook Founder Mark “IN 2017, YOUNG PEOPLE – PERHAPS AND THERE WILL PROBABLY BE ROBOTS TO HELP WITH MOST DAILY TASKS. Zuckerberg recently noted, “coolness is done for THE GROUP MOST AFFECTED BY THESE WHILST THIS WILL PROBABLY BE VERY EFFICIENT I CAN SEE IT RUINING THE us.” Meanwhile anti-social apps like Cloak and MONUMENTAL POLITICAL SHIFTS – WILL SEEK ECONOMY AS THEY MAY REDUCE THE AMOUNT OF JOBS FOR PEOPLE.” Avoid Humans appeal to those who want to deter OPPORTUNITIES TO BREAK OUT OF THE DATA events or social media moments that may go viral. STRAIGHTJACKET CREATED BY ALGORITHMS Halima Nabahan, 20 AND EMBRACE THE FREEDOM, FAIRNESS AND University of Sussex student “THE POPULARITY OF PLATFORMS ENABLING EQUALITY THAT GOING INCOGNITO AFFORDS. EPHEMERAL CONTENT CREATION, SHARING, THESE YOUNG CONSUMERS, ALREADY AND REAL-TIME UPLOAD FOR YOUNG COMFORTABLE WITH PLAYFULLY MASKING CONSUMERS REFLECTS FAR MORE THAN A THEIR PERSONAS WITH SNAPCHAT FILTERS, DESIRE TO COMMUNICATE NOVELTY AND WILL LEVERAGE NEW TOOLS AND PLATFORMS

26 27 THAT LIBERATE THEM FROM THEIR ‘TRUE’ embarrassing moments, your imperfections, your IDENTITY (THE ONE THAT’S ASSUMED BY AGE, failures, whether via a simple Instagram post or a GENDER AND MORE) TO DISCOVER IDEAS AND full blown campaign. Be creative and above all be OPINIONS THAT WAIT ON THE OTHER SIDE OF transparent in all you do and you’re sure to get the THE WALL.” youth sector on your side. Victoria Loomes “UNFILTERED ANTI-SOCIAL DYNAMICS APPEAL Head of TW:Premium, TrendWatching TO YOUNGSTERS BECAUSE THEY’RE ACUTELY 2.02 ANTI-SOCIAL SOCIAL SAVVY ABOUT WHAT’S REAL AND FAKE. Brands, it’s time to get real. 83% of Voxburner’s THE APPEAL TO BE YOURSELF IS BECOMING YOUTH CONTRIBUTOR QUOTES 16-24s prefer brands when they promote ‘real life,’ INCREASINGLY SIGNIFICANT IN A WORLD with 45% stating they’d be more likely to purchase WHERE SIMULATION AND HYPER-REALISM IS THE NORM. AS A RESULT, YOUNGSTERS ARE products from brands who follow this ethos. Take “I FEEL THAT MY SOCIAL MEDIA POSTS ARE AN AUTHENTIC VERSION OF FINDING WAYS TO DOCUMENT THEIR REAL note of the umpteen new agencies representing MY LIFE AND PERSONALITY. I’M QUITE AN OPEN PERSON HOWEVER I VERY LIFE, AND ARE BREAKING AWAY FROM THE youth’s ‘real’ kids, who are grabbing the attention RARELY POST NEGATIVE THINGS, WHICH MEANS THE AUTHENTICITY MIGHT PICTURE-PERFECT MODEL SOCIAL MEDIA of youth brands like adidas and Baby-G. London’s SOMEWHAT SUFFER FROM THAT. BUT I’M NOT ABOUT HANGING MY DIRTY HISTORICALLY STANDS FOR. IN A WORLD Anti Agency and New York’s Midland are tearing LAUNDRY IN PUBLIC.” up the game right now. Utilising inﬂuencers OF #LIKEFORLIKE #FOLLOWBACK, IT’S that reﬂect this ‘real’ mantra and highlight INTERESTING TO SEE YOUNGSTERS GOING Saeed Atcha, 20 PRIVATE. THIS IS INDICATIVE OF A NEED FOR how insecurities or ‘imperfections’ should Founding CEO, Xplode Magazine be celebrated, will prove a smart move. Take AUTHENTICITY - BEING MORE OPEN, HONEST Katie Snooks as a prime example, her inspiring AND UPFRONT - BUT ONLY TO AN AUDIENCE makeup for acne videos have garnered her 56.2k THEY CHOOSE TO SHARE THIS SIDE OF Instagram followers, 76.2k YouTube followers and THEMSELVES WITH.” “AS I’VE GOT OLDER I’VE HELD OFF SHARING MORE PERSONAL THOUGHTS partnerships with Boohoo, New Look and Kiehl’s. OR POLITICAL STANDPOINTS BECAUSE IT’S NOT SOMETHING I WANT TO Shanu Walpita GET INTO ONLINE. IN THAT RESPECT THE IMAGE THAT I PROJECT ONLINE For 2017, take this idea one step further by getting Freelance Trend Forecaster ISN’T PARTICULARLY FULL. EQUALLY, PEOPLE ARE ALWAYS OUT TO SHOW involved with this mindset on a deeper level - and Consultant and previous THE BEST VERSION OF THEMSELVES ONLINE, SO IT’S NOT NECESSARILY AN show your true brand’s self, reveal your most WGSN Youth Editor ACCURATE WAY OF GAINING INSIGHT INTO SOMEONE’S LIFE. IT SOUNDS LIKE A WORN OUT CLICHÉ BUT IT’S SO TRUE - A PERSON CAN HAVE 1,000 1. 2. FRIENDS ON FACEBOOK BUT BE THE LONELIEST PERSON.” Lian Brooks, 21 University of Bristol graduate

“I CAN GET CAUGHT UP IN HAVING A NICE INSTAGRAM FEED, BUT SOON REALISE I’M CAUGHT UP IN THAT AND SELF LOATHE FOR A LITTLE WHILE BEFORE POSTING A SILLY PICTURE OF MYSELF OR FRIENDS. THERE ARE THOUSANDS OF PEOPLE ON INSTAGRAM THAT LOOK AS IF THEY HAVE PERFECT LIVES SO IT’S EASY TO WANT TO LOOK THE SAME. BUT SOMEONE’S INSTAGRAM IS ONLY A TINY SNIPPET OF THEIR LIFE AND IT’S IMPORTANT TO KEEP THAT IN MIND.” Halima Nabahan, 20 University of Sussex student

1. Midland modeling agency 2. Anti-agency street casting agency

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Brands pioneering in this space include Sephora. “BRANDS HAVEN’T FULLY EXPLORED THE The beauty giant launched a chatbot on Kik DIGITAL LANGUAGE MOVEMENT AND 2017 specifically, that asks Kik users who message it to WILL SEE MARKETERS FINALLY GET THEIR 2.03 fill in a short profile quiz. Based on this data, the HEADS AROUND IT IN A SERIOUS WAY. bot then offers personalised beauty tips, product ALSO WATCH OUT FOR YOUNG PEOPLE recommendations and reviews. In addition, Kik CREATING THEIR OWN DIGITAL LANGUAGES users can purchase products that are referenced TO USE PRIVATELY WITHIN THEIR FRIENDSHIP DIGITAL in chat without even leaving the app. Meanwhile, GROUPS.” Pizza Hut are transforming the ordering LANGUAGE experience to cater to youthful mindsets, as the Ruth Marshall-Johnson brand now accepts orders through Facebook Associate Foresight Director Messenger and Twitter chatbots. This means The Future Laboratory We’ve officially reached peak emoji. 92% of “BRANDS NEED TO LOOK BEYOND FADS customers get a quick, personalised experience Voxburner’s survey use emojis within messaging, TO SEE THE TRUE POWER OF VISUAL with access to offers and news that truly resonates. while 60% use GIFs. In 2017, young people will COMMUNICATIONS AND UNDERSTAND THIS IS begin to communicate in a variety of mediums NOT A ONE-CHANNEL-FITS-ALL GENERATION. 1. that go beyond these means. This is born out SYMBOLIC AND VISUAL LANGUAGE CAN BE of the idea that they crave instant connection USED TO CREATE MORE COMPLEX STORYLINES to whomever they want, whenever they want, THAT APPEAL TO YOUNG CONSUMERS. wherever they want. In 2016 we saw 16-24s using STORIES ARE STILL IMPORTANT - DELIVER Snapchat in place of WhatsApp as a primary VALUABLE, GLOBAL STORIES THAT ENSURE means of dialogue - as Lucia Hagan, 16, notes, YOUR BRAND ISN’T IGNORED. THERE IS 3. 2. “The only thing I use WhatsApp for is sending A WIDE VARIETY OF USAGE BEHAVIOURS pictures, because who’s going to pay the charge ACROSS DIGITAL LANGUAGE. FOR SOME to send them by text?” INSTAGRAM IS A PRIVATE VISUAL DIARY, FOR SOME IT IS THEIR MOST PUBLIC-FACING In 2017 there will be a whole new breed of PLATFORM. FOR OTHERS SNAPCHAT IS THEIR communication where brands can so easily get GO-TO METHOD OF ARRANGING THEIR LIVES involved. New languages will be seen in the form AND FOR OTHERS IT IS A DISTRACTION THAT of visual search functions (like branded Google GETS DELETED WHEN THEY NEED TO FOCUS. Images), visualisations of information, visual SPEED IS ALWAYS KEY – VISUAL LANGUAGE language tribes (new youth slang - looking beyond hashtags), more sophisticated memes, way more ALLOWS US TO SAY SO MUCH MORE AND IN video and a lot more DIY video. In 2016, brands FAR QUICKER WAYS THAN TEXT.” reacted to this emerging mindset via branded emoji concepts. Take WeAreSocial’s campaign as Ruth Marshall-Johnson a prime example, which helped young jobseekers Associate Foresight Director find employment via emojis. The Future Laboratory

And then there was the inﬂux of emoji keyboards For 2017, as opposed to gatecrashing the party, - look to Dove, Burger King and Comedy Central host it. Working your way into other messaging for inspiration. While this caught marketer’s tech like chatbots (computer sofware that imitates attention, as Digiday notes, “Emojis is how conversation with users using AI) will ensure you’re millennials communicate, presumably, so why not on their radar. As Venturebeat notes, “Chatbots gatecrash the party,” and while this tactic is fun, are the new cool kids in the mobile world right asking young consumer groups to download an now.” For Kik, the cross-platform messenger app, app, when their iPhone memory is always almost chatbots are the next step in the evolution of the at capacity, is a big ask. Remember, wherever the internet, as they note, “First there were websites, 1. We Are Social’s emoji-based advertising campaign kids are, you want to be. then there were apps. Now, there are bots.” 2. Emoji keyboards - Dove / Burger King / Comedy Central 3. Sephora chatbot hosted by Kik

30 31 WE ARE NOT AN AGENCY 2.03 DIGITAL LANGUAGE WE ARE NOT A PRODUCTION HOUSE YOUTH CONTRIBUTOR QUOTES WE ARE THE FUTURE “VISUAL MESSAGING EXPRESSES YOUR WORDS WITH MUCH MORE FEELING AND EMPHASIS AND MESSAGES NOW FEEL EMPTY WITHOUT A LITTLE EMOJI ON THE END. MEMES ALSO GRAB ATTENTION AND GIFS ARE QUICK, WHICH FURTHERS MY POINT ABOUT EASE AND SPEED, IT’S ALL ABOUT WHAT YOU CAN DO AND THE QUICKEST WAY YOU CAN DO IT.” Saeed Atcha, 20 Founding CEO, Xplode Magazine

“EMOJIS AND GIFS ARE MORE SOMETHING I DID AS A GEEKY 16 YEAR OLD ON MESSAGING BOARDS OR SITES LIKE 4CHAN AND REDDIT. WHEN MEMES AND GIFS GOT POPULARISED THEY LOST THEIR HIPSTER CHARM FOR ME AND I STOPPED USING THEM. NOWADAYS I THINK ONLINE ARTICLES CAN BE TOO HEAVY WITH THEM AND THAT MAKES ME LESS INCLINED TO USE THEM. I APPRECIATE THAT GIFS CAN HELP CREATE READABLE CONTENT WHICH PEOPLE ARE MORE LIKELY TO GET THROUGH BUT BECAUSE THEY’RE SO OVERUSED SOMETIMES THEY ALMOST SEEM TACKY.”

Lian Brooks, 21 University of Bristol graduate

“VISUAL MESSAGING LIKE EMOJIS AND GIFS CAN BE GREAT TO USE. THEY’RE ABLE TO PORTRAY AN EMOTION OR FEELING WHICH MIGHT BE LONG WINDED TO WRITE OUT, SO THEY’RE CONVENIENT. ALSO THEY’RE FUNNY AND LIGHTEN UP A CONVERSATION.” Halima Nabahan, 20 University of Sussex student

32 VISIT US AT YMS

3.01 SINGLE-GENDER CONTENT

The young content creators making the most intelligent themes. This is exactly the kind of noise in 2016 were the girls. Brands like Vice were fresh content, modern boys and girls will want to creating women-only sites (Broadly) to cater to consume in 2017, whether online or off. the intelligent feminist movement making waves amongst 16-24s. Proving how prominent this “SINGLE-GENDER CONTENT ECHOES A theme is, Voxburner’s survey found 69% of the LARGER YOUTH MOVEMENT BOLSTERED 3.00 girls would class themselves as feminists and 35% BY INCLUSIVITY AND A GROWING NEED post a feminism-related post on social media FOR LIKE-MINDED INDIVIDUALS TO FOSTER at least once a month, whether that be their COMMUNITIES WITH ONE-ANOTHER. THERE’S female icon of the moment or an inspiring quote. OFTEN A ‘SAFETY IN NUMBERS’ SENTIMENT Meanwhile in 2016, girls-only clubs were cropping THAT A LOT OF MARGINALISED YOUNGSTERS up lef, right and centre. Take for example, the WW ARE PARTICULARLY DRAWN TO - ESPECIALLY CONTENT Club, ‘a space for working women worldwide,’ IN TIMES OF SOCIO-POLITICAL UNREST. Curves.eu, ‘a global fitness club chain for women,’ POC, 3RD-WAVE FEMINISTS AND LGBTQ and The W Project, who ‘champion women in the COMMUNITIES HAVE BEEN GARNERING creative industries.’ 64% of female 16-24s within MEDIA-DRIVEN TRANSPARENCY WITH Voxburner’s 2017 youth our survey say platforms that showcase female REGARDS TO THEIR FIERCE, SQUAD-LED content trends show how voices in the creative industries appeal to them, MENTALITY - AS A RESULT, IT MAKES ABSOLUTE Single-Gender media movers showing the desire amongst the youth sector for SENSE FOR BRANDS TO BE REACTIVE TO THESE and shakers like LADBible will articles, sites and meet-ups of this nature. NEW VOICES.” move forward throughout This female-only content vibe will continue to Shanu Walpita the year, while tapping into flourish throughout 2017, but we can’t forget Freelance Trend Forecaster modern-day masculinity and about the boys. The 16-24 male market will also and Consultant and previous feminism amongst 16-24s. benefit from tapping into Single-Gender Content, WGSN Youth Editor Content gets a Simplified as we begin to see an influx of new-wave lads makeover in trend two where mags and related content off the back of the So who, out of the boy and girls, will make the success of titles like UNILAD and LADBible. As we most noise in 2017 when it comes to content? minimalist layouts and wording found from our survey, 65% of the boys currently Shanu predicts, “2016 was just the beginning, reign supreme. Finally, read LADBible and 66% UNILAD, with 66% stating next year will likely bring more curated Single- youth content will continue they read boys-only content at least once per Gender Content. It’s been fantastic to see to come Alive throughout month. Be inspired by Very Good Light, a new intelligent feminists lead the way via Broadly, 2017, prompting a huge male-friendly beauty site where concepts, from Gurlstalk, Brujas, and male MUAs and vloggers how to get rid of hickeys to hypermasculinity are are making it clear that there is a place, and need, movement via 360° video and discussed. This trend is Zoo Mag and Loaded for guys to get expressive about everything VR in a space where brands so re-hashed to suit modern-day male content from make-up to more complex definitions of desperately need to play. needs, honing in on both real-life problems and masculinity. However, I think the scales will still tip

34 35 to the girls - there are just so many powerful female voices, and political upheaval (ie Trump) has only added fuel to the 1. feminist ﬁre.”

“I BELIEVE THAT THE CONVERSATION AROUND MASCULINITY WILL BECOME EVER MORE CENTRAL, AND THAT WE’LL WITNESS A SIMILAR OPENING UP OF ISSUES AROUND WHAT IT IS TO BE A MALE TODAY. 3.01 SINGLE-GENDER CONTENT NEW CHAMPIONS OF THE CULTURAL REVOLUTION VISIBLY EXPLORING MODERN UNDERSTANDINGS OF YOUTH CONTRIBUTOR QUOTES MASCULINITY WILL BE CRUCIAL IN THE RALLY AGAINST THE NOW OMNIPRESENT BASTIONS OF MASCULINITY IN RETROGRADE. BRANDS SHOULD LOOK BEYOND THIS 2. “MAGAZINES SUCH AS DAZED DELIVER ON-POINT YOUTH CONTENT LATEST PHASE IN THE PATH TOWARDS A ‘GENDERLESS BECAUSE THEY HAVE A CONSTANTLY UPDATED FEED THAT RELATES TO THEIR WORLD’, AND SHOULD SEEK TO CHAMPION THE PRINT CONTENT TOO. AND ALSO GQ FOR EXAMPLE - IT’S MUCH MORE NOTION OF A GENDERLESS WORLD. HOWEVER, THEY READABLE WITH THE LISTICLES AND SHORT BURSTS OF CONTENT. SAVE THE MUST LOOK TO PRESENT IT AS NATURALLY INTEGRATED LONGER READS FOR PRINT!” INTO, AND PART OF, THE WORLD IN WHICH THEY ARE PLAYING.” Saeed Atcha, 20 George Webster Founding CEO, Xplode Magazine Youth Consultant, Flamingo London

“A LOT MORE ONLINE CONTENT ENGAGES WITH FEMINISM AS AN ISSUE. 3. JUST HOW COMMONPLACE IT IS BECAME APPARENT TO ME OVER THE OLYMPICS COVERAGE IN 2016. HOWEVER, ON THE OTHER SIDE OF THE SPECTRUM YOU SEE HYPER SENSITIVE REACTIONS TO SITUATIONS THAT ARE CLEARLY NOT SEXIST. I THINK THAT GOOD INTENTIONS CAN BE WARPED BY ‘SOCIAL JUSTICE WARRIORS’ WHO TWIST THEIR VIEWS INTO ACTS OF AGGRESSION, WHICH PEOPLE CAN’T RESPECT (E.G. ZARA JOSHI’S REACTION TO HUGH MUNGUS). FEMINISM IS ABOUT WORKING TOWARDS EQUALITY AND UNITING, NOT DIVIDING.”

Lian Brooks, 21 University of Bristol graduate

4. “I THINK THE SINGLE-GENDER CONTENT MOVEMENT IS BRILLIANT. IT’S FANTASTIC TO SEE YOUNG PEOPLE BELIEVING IN SOMETHING THAT MATTERS, WHETHER THEY’RE MALE OR FEMALE. I’M SOMEONE WHO BELIEVES IN EQUALITY IN EVERY SENSE; GENDER, RACE, RELIGION, SEXUALITY AND SO ON, SO I THINK IT’S AMAZING THAT GENDER EQUALITY IS GETTING THE RECOGNITION IT DESERVES. HOPEFULLY THE CHANGE THAT NEEDS TO HAPPEN WILL COME OFF THE BACK OF IT.”

1. WW Club Halima Nabahan, 20 University of Sussex student 2. Curves.eu 3. The W Project 4. Very Good Light

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of the moment. It’s simple, in a way that digitally- IN CONCEPT STORES BUT THE APPROACH native youth consumers can totally relate. Think WILL HAVE VALUE IN MORE MASS STORES modern-day Clueless in YouTube form. No, there’s AS BRANDS START TO REDEFINE CONSUMER 3.02 no typo there, we promise. There’s not a lot to IDENTITIES AND START TO SPEAK TO choose from, which suits this group just fine, as it’s LIFESTYLES RATHER THAN OBVIOUS their way to escape into a world where they can DEMOGRAPHIC PROFILES FOR INSTANCE.” consume, quickly and simply. For the boys, Friday SIMPLIFIED at Five, weekend apparel brand Chubbie’s content Ruth Marshall-Johnson site, really delivers on the simplicity theme. With Associate Foresight Director CONTENT only three tabs, ‘New,’ ‘Popular,’ ‘Mystery,’ articles The Future Laboratory range from tips such as, ‘This hangover cure actually works,’ to culturally relevant quizzes, like, “YOUTH CONSUMERS LOVE TO REACT TO In Voxburner’s Youth Trends 2016 report, we INFORMATION THAT CUTS THROUGH THE ‘Movember Quiz: who do these TV moustaches CONTENT - REACTIVE SIMPLIFIED CONTENT talked about knowledgeable content, where DELUGE OF ALERTS AND NOTIFICATIONS. belong to?’ These titles signal the future of youth BRINGS BOTH SIDES OF THE CONTENT youth consumers revelled in brands and titles DEVELOPMENTS IN NATURAL LANGUAGE content websites, where simplicity reigns supreme SPECTRUM TO LIFE. BLENDING ALIVE that educate as well as entertain. This intelligent PROCESSING AND OTHER PILLARS OF AI ARE via navigation and layout to bitesize, easy-reads CONTENT TAKES IT TO ANOTHER LEVEL - group did and will still use knowledge as power DRIVING YOUNG CONSUMERS’ EXPECTATIONS that are digestible and above all simple. AND COULD BE INDICATIVE OF NEWNESS IN in the year ahead. Moving on from this, no-fuss, AROUND CONTENT, AND TAILORED FORMATS, 2017. FAST BURSTS OF LIVE INFO, COUPLED minimal content is exactly what will be on 16-24s DELIVERED IN DIGESTIBLE CHUNKS VIA APPS “I BELIEVE WE’LL SEE A BIG SHIFT TO BRANDS WITH CLICK-WORTHY POSSIBILITIES TO LIKE, agenda for 2017. Voxburner’s survey found, ‘easy AND PLATFORMS THEY’RE ALREADY USING OFFERING LESS BUT MORE THOUGHT ABOUT COMMENT AND SHARE WILL SHINE IN YEARS to navigate,’ ‘quick to load,’ and ‘creative,’ were WILL WIN IN 2017. BRANDS SHOULD ALSO OFFERS – TIGHTLY CURATED CONTENT AND TO COME.” their top three most important qualities within a REMEMBER THAT ‘SNACKABLE’ CONTENT COLLECTIONS, ONLY A SMALL RANGE OF website. As well as this, visually enticing, hyper- DOESN’T EQUAL ‘LIGHT’ CONTENT – PRODUCTS OR EVEN JUST ONE; A FASTER Shanu Walpita digital and above-all, simple, will be the ‘buzz SOCIALLY-MINDED YOUNG CONSUMERS TURNOVER OF NEW OFFERS AND MORE Freelance Trend Forecaster themes for marketers’ future content strategies.’ WANT TO BE EDUCATED ON AND ENGAGE ATTENTION PAID TO BESPOKE SERVICES. and Consultant and previous The Simplified Content trend frees up busy youth WITH ISSUES THAT ARE GOING ON IN THE WE’RE ALREADY SEEING EVIDENCE OF THIS WGSN Youth Editor consumers’ time to work on their Superhuman WORLD, THEY JUST PREFER TO DO IT VIA A status, as they strive to work on themselves, MEDIUM THAT FITS INTO THEIR NARRATIVE.” expecting quick, knowledgeable content to come 1. 2. to them instead of having to search for it. Victoria Loomes Head of TW:Premium, TrendWatching “SIMPLIFIED CONTENT IS SO BRILLIANT AND POPULAR AMONGST YOUNG GENERATIONS Voxburner’s survey found, only 6% prefer BECAUSE IT’S EASILY DIGESTED, AND lengthier thought pieces over video and listicles. OFFERS A MOMENT OF SOLITUDE FROM AN Could this prompt the death of thought pieces OTHERWISE BUSY STIMULUS OF NOISE, IMAGE for youth content creators? Shanu Walpita, AND THOUGHT. A QUICK SWIPE, GLANCE, Freelance Trend Forecaster and Consultant feels, AND IT’S OVER.” “Youngsters are looking for a constant fix of information, and both simplified and long think Shanu Walpita pieces have sway. I’ve noticed that think pieces Freelance Trend Forecaster will now include snappy stats throughout, as and Consultant and previous means to offer not only a backbone to a particular WGSN Youth Editor subject, but also as a way to echo a trend for fast factual information - albeit in a longer format.” “WITH THE SMARTPHONE CEMENTED AS THE LENS THROUGH WHICH YOUNG OKGrl is already successfully catering to this CONSUMERS COMMUNICATE AND INTERACT simplified mindset. A feminist, cyber-stylised WITH THE WORLD, THIS GROUP SEEK FAST, digital platform showcasing snippets of specially INFORMAL AND EFFECTIVE CONTENT AND curated, interactive content via youth influencers 1. OKGrl 2. Friday at Five

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3.03

3.02 SIMPLIFIED CONTENT ALIVE YOUTH CONTRIBUTOR QUOTES CONTENT

“SIMPLICITY IS ALWAYS GOOD. I THINK THERE’S STILL SOMETHING SPECIAL The youth sector are driving the future of content started a new Live show named ‘Style Code’, ABOUT HOLDING A MAGAZINE IN YOUR HANDS AND HAVING A HARD into a futuristic sphere that’s living, breathing, using youth influencers to offer style tips using COPY. BUT IN BETWEEN EDITIONS, ONLINE PRESENCE IS KEY TO ENSURE and above-all instant. 39% of Voxburner’s survey Amazon products. Moving into VR, Fashion THAT I DON’T FORGET ABOUT A CERTAIN MAGAZINE OR PUBLICATION watch video content online five or more times Designer Rebecca Minkoff’s latest collection BECAUSE I’M NOT A LOYAL READER – I LIKE TO FLICK AROUND.” per day, and 55% prefer subtitles over volume. was filmed for VR, viewable via the Google 16-24s are also beginning to use live features via Cardboard headset and Mercedes-Benz Fashion Saeed Atcha, 20 social such as Facebook and Instagram Live so Week Russia recently created a 360° experience Founding CEO, Xplode Magazine the world can see what they’re up to, instantly. In in partnership with VR agency YouVisit. Topshop 2016 for example, we saw them live streaming are hugely innovating in this space, “We created a parties and meetups. This trend will continue telepresence experience, transmitting the catwalk to evolve to create an always-on, transparent show live from a front row seat in the Turbine Hall “SOME ONLINE ARTICLES CAN BE TOO FUSSY AND OVERLY DENSE WITH world, where online and offline merge. Brands are to enthralled fashion-lovers sitting in the window GIFS NOWADAYS. THAT ASIDE, I REALLY VALUE THE FACT THAT THERE’S already tapping into this movement via live, social, of Topshop’s flagship store on Oxford Street. CONTENT TO CATER TO PRETTY MUCH EVERYONE! I STILL ENJOY READING connected content and inspired VR concepts. Five lucky competition winners donned specially THE PUBLICATIONS GIVEN OUT ON THE TUBE (NME, EVENING STANDARD). customised Oculus Rif virtual reality headsets and IF I’M LOOKING UP CONTENT MYSELF IT’S PRIMARILY BBC FOR NEWS, “THERE’S AN INTERESTING OPPORTUNITY FOR experienced the show as it happened, plus visitors BUZZFEED’S TASTY FOR RECIPES AND EVERYTHING ELSE IN BETWEEN. I MUNDANITY FOR LIVE-STREAMING CONTENT. to the store in the three days afer the event could GENERALLY DON’T GO OUT OF MY WAY TO CHECK A SPECIFIC MAGAZINE WE’VE WITNESSED THE RISE OF SHOWS re-live the show on-demand.” Marketers in the FOR UPDATES, CONTENT COMES TO ME VIA MY NEWSFEED ON FACEBOOK LIKE TERRACE HOUSE THAT DRAW ON THE know for 2017 should take inspiration from brands WHICH IS EITHER POLITICAL OR TRASHY CELEBRITY NEWS.” ESSENTIAL TROPE OF SLOW TV: LOW-ENERGY, already playing in this important space in a style AND INTENTIONALLY RUN-OF-THE-MILL that’s on-brand and harmonious in ethos. Lian Brooks, 21 NARRATIVES. THERE IS OF COURSE, AN IRONIC University of Bristol graduate HUMOUR AT PLAY HERE BUT IT DOES POINT TO “THE FOCUS HERE IS ON THE DIGITAL A REFRESHING OPPORTUNITY TO SWITCH OFF TRANSMISSION OF THE PHYSICAL IN A WORLD OF TIRING EXCITEMENT AND A EXPERIENCE. BRANDS SHOULD LOOK TO PERPETUAL PURSUIT OF NOVELTY.” CREATE TANGIBLE, REAL LIFE, CONSUMER “WITH THE INTERNET IT’S A LOT EASIER TO PUBLISH A MAGAZINE SO EXPERIENCES, AND PUT THEM FRONT AND THERE ARE LITERALLY MILLIONS OF ONLINE MAGAZINES OUT THERE, SO George Webster CENTRE RATHER THAN TRYING TO TAILOR THE CONTENT IS ENDLESS. I PERSONALLY ENJOY PHYSICALLY FLICKING Youth Consultant, Flamingo London THEM, SUPER SPECIFICALLY, TO HOW THEY THROUGH THE PAGES OF MAGAZINES AND I’M SUBSCRIBED TO VOGUE AND MIGHT ‘BEST’ BE SHARED DIGITALLY. DON’T WILL OCCASIONALLY PICK UP OTHER MAGAZINES SUCH AS I-D AND DAZED ASOS are rocking the Facebook Live world with INORGANICALLY ENGINEER DIGITAL INTO & CONFUSED IN STORE.” hip, fun, interactive videos, most recently doing PHYSICAL EXPERIENCES.” a live challenge that engaged followers for a full Halima Nabahan, 20 30 minutes. Titled ‘100 layers of ASOS,’ viewers George Webster University of Sussex student were asked to comment, giving their ideas as to Youth Consultant, Flamingo London what the layers should be, cleverly showcasing the latest product. Meanwhile, Amazon have

40 41 “A KEY POINT ABOUT ALIVE CONTENT IS THAT IT FEELS REAL. IT’S 1. REALER THAN SAY A STATIC PICTURE OR AN EDITED VIDEO BECAUSE IN ESSENCE, IT IS REAL. THERE’S SOMETHING NICE ABOUT THE NON- SLICK NATURE OF IT AS WELL, EVEN THE MOST SLICK VLOGGER WILL 3.03 ALIVE CONTENT STILL TALK TO HIS / HER AUDIENCE FROM THEIR BEDROOM, FAVOURING YOUTH CONTRIBUTOR QUOTES AN AUTHENTIC BACKDROP OVER SOMETHING MORE FORMAL. IN 2017, SMART BRANDS ON “THE FUTURE OF CONTENT IS THE RIGHT MIX OF RICH MEDIA FROM VIDEO, SNAPCHAT WILL CREATE FILTERS, TO GIFS, AUDIO, TO PLAIN IMAGES, AND ALSO POWERFUL TEXT.” AND ADD AN ELEMENT OF FUN, REACTIVENESS WHICH IS HOW 2. Saeed Atcha, 20 BRANDS CAN START THINKING Founding CEO, Xplode Magazine ABOUT FUTURE ALIVE CONTENT. THIS THEME COULD ALSO WORK REALLY WELL FOR NEWS CONTENT WHERE YOUNG PEOPLE SHARE THEIR THOUGHTS - ALMOST LIKE A LIVE TWITTER FEED.” “ARTICLES, AUDIO AND VIDEO ARE ALL INTEGRAL TO THE FUTURE OF CONTENT. I CAN APPRECIATE WHY ONE MIGHT DEEM VIDEO SUPERIOR TO Shanu Walpita OTHERS, BUT AS LONG AS POOR WIFI CONNECTIONS EXIST I DON’T THINK Freelance Trend Forecaster YOU CAN CALL IT BETTER. VIDEOS HAVE THEIR PLACE, BUT AS DO WRITTEN and Consultant and previous PIECES AND PODCASTS. THE FUTURE OF CONTENT IS JUST QUICKER, MORE WGSN Youth Editor ACCESSIBLE WAYS OF CONVEYING INFORMATION SUCH AS A BRIEF NEWS ALERT ON AN APP.”

Lian Brooks, 21 University of Bristol graduate

“VIDEO IS AN EXCITING PLATFORM BECAUSE IT’S SO INTERACTIVE AND 3. 4. PERSONAL BUT WRITING, SUCH AS BLOGS, JOURNALS AND ARTICLES WILL ALWAYS BE RELEVANT. VIDEO WILL PROBABLY BE THE FRONTRUNNER IN TERMS OF CONTENT, ESPECIALLY DUE TO THE FACT THAT YOUTUBE IS AN ABSOLUTELY MASSIVE PLATFORM AND IT DOESN’T SEEM TO BE SLOWING DOWN. I THINK THERE WILL BE FORMS OF CONTENT IN THE FUTURE THAT DON’T EVEN EXIST YET, WHICH IS REALLY EXCITING!” Halima Nabahan, 20 University of Sussex student

1. ASOS Facebook Live / 100 Layers of ASOS 2. Amazon Style Code 3. Rebecca Minkoﬀ 4. Topshop

42 43 4.00 SPOTLIGHT YOUTH CONSUMER ATTITUDES TOWARDS DRUGS

Written by So with media coverage and academic studies take a look at other powerful parties in their lives being legal. Citing health benefits and tapping Liz Cheesbrough reinforcing that ‘health has become a new form of to generate and facilitate change.” into the ‘organic ethos’ shows drugs may have a status, and fun doesn’t necessarily have to have closer alliance with the wholesome lifestyle than Associate Director, consequences’ – brands have an opportunity Drugs being ‘out’ and proactively acknowledged marketers may expect. SCB Partners to show young people how to have fun and still represents a great opportunity for brands to help young people have safer and more enjoyable This liberal shif feels timely in an age where Drugs have hit mainstream live life ‘fast and full’ through experiences that nights out. Negative perceptions of clubbing are identity, equality, mental health and sexuality consciousness. Legal combine their other interests including food, turning people off ‘I see lots of negative social have all been major youth issues, and young marijuana is set to be America’s fastest growing fitness, gaming. media posts about drugs, the creepy ‘lads’ and people put increasing pressure on themselves industry in 2017 as decriminalisation creeps But it’s a mistake to overestimate their wholesome fights which completely turn me off’ (Saeed Atcha, to succeed. It’s worth remembering that 75% of across the states. Closer to home we’re seeing the 20) – and the nightlife scene needs to show it 16-24s this year ofen or sometimes feel anxious strongest MDMA ever hit the streets, as nightclubs credentials – or think young people aren’t cares about young people’s experiences. The or worried - and that 24% of them felt study drugs close down in droves. interested in drugs. Living in a post-taboo age where no topic is unmentionable, they are more 2016 International Music Summit rated creating (which aid concentration) should also be legalised But with the meaning of pleasure, leisure and politically and socially engaged – feasting on live a joined-up approach to reducing harm from and regulated. health in flux for a generation who want to be feeds and extending their influences, spotting fake drugs as the second most critical issue facing the ‘superhuman’, how should brands understand news and post-truth politics. Their filter bubbles industry today; while anonymous drug testing has So as young people become more independent, drugs and tap into young people’s lives and were called into sharp relief by Brexit and Trump, recently been introduced at some UK festivals and strive to self-improve and overachieve by attitudes in meaningful ways? so they’ve loved debating hypernormalisation and clubs to widespread backing in the media. controlling what they put into their minds and the dystopian visions in Black Mirror, Mr Robot and bodies, brands can tap into their aspirations Historically, youth subcultures were something West World. Drugs aren’t just in the clubs - while hanging out and help them improve – but must also make you physically belonged to – and like the with friends remains the most popular way to sure they aren’t too judgemental. Young people synonymous links of 90s rave to MDMA or hip hop Brands which tell it like it is, inspire young people socialise, a third of 16-24s reported that cannabis welcome brands that facilitate fun (whether it’s to cannabis, drugs ofen epitomised the cultural and honestly speak to their interests win - so it’s features in their social life or social group at least wholesome or somewhat more indulgent!) and tone of the scene. As today’s digital natives grow no surprise that some of Vice TV’s most successful sometimes. With cannabis becoming increasingly the opportunity for a daring brand to grasp drugs up in a connected, conspicuous world where content explores the cultural boundaries of drugs normalised, today 44% support legalising it and genuinely help young people live better lives both identity and socialising happen online, (good and bad); and Weediquette’s I Smoke Weed - more than the number that support tobacco will be increasingly appealing in the coming years. Shanu Walpita, Freelance Trend Forecaster and campaign, which asks people to normalise to Consultant credits this as powering a ‘polite legalise. wholesome lifestyle’ trend that’s ‘less about getting wrecked, more about doing good’ for Although most young people don’t admit to 16-24s whose lifestyles and values are increasingly taking drugs, a staggering 68% of Voxburner’s diverse. survey are concerned about the quality and safety of drugs available and 85% agree brands could Lian Brooks, 21, agrees, “I don’t think it’s a have a role in drug legalisation, or wouldn’t reflection of UK nightlife going downhill, as disagree with it. Flamingo’s Youth consultant much as it’s about people’s interests changing George Webster believes involvement will only and learning to put aside their unfounded social grow, “As traditional institutions fail or perceivably pressure and FOMO.” ignore young people, this group are beginning to

44 45 5.00 KEY TAKEAWAYS SO WHAT CAN YOU TAKE AWAY FROM THIS REPORT?

LIFESTYLE DIGITAL AND TECH

Superhumans Pleasure Principles Savvy Shoppers Digital Innovations Anti-Social Social Digital Language In 2017, smart brands should Brands need to grasp the Rather than focusing simply Digital innovations exist for In a youth world where the Youth brands, for 2017 it’s not underestimate the 16- new definition of fun when it on product or experience, brands to take advantage appeal to be unique and true- less about slanguage and 24 youth sector, as they’re comes to 16-24s right now. retailers need to consider how of and to engage the 16-24 to-self is increasingly significant, more about digi language. evidently capable of so so much. The experimental inquisition is best to meet Savvy Shopper’s demographic via futuristic yet and where #likeforlike or Get swatting, because if you Nurturing their future self is still there, but instead they’re needs, anytime, anywhere. strategic campaigns, experiences #followback reigns supreme, aren’t fluent in this creative, a crucial priority. Brands and favouring quieter, safer ways While in-store experiences will and product releases. VR and brands need to understand visual talk it will prove difficult campaigns that resonate and to let loose over clubbing continue to engage and inspire, AR will continue to take centre that young people are to communicate with 16-24s respect this while aiding in their and boozing. Experiential the need for sturdy, tap-and- stage throughout 2017, offering overwhelmed when it comes on a deeper, more personal journey of self-improvement will experiences that cater to this go transactions via desktop young people branded playtime to digital socialising. There level. Using creative content, continue apace. clean, health-focused hedonism and mobile will be as equally that connects on an emotional will never be a time where beyond emojis and GIFs, will win them over in 2017. important. Strike the balance level. Using these concepts in social media platforms don’t will alleviate generic ads and between the two and your brand unique ways that blow youth resonate with 16-24s, but, for product information, moving will trump 2017. consumers’ minds will enhance 2017, understand and respect you one step closer to learning brand-to-consumer interaction that Instagram, Snapchat, and about their needs and delivering and encourage loyalty. especially Facebook, won’t be exactly what they want. their be-all and end-all.

CONTENT

Single-Gender Content Simplified Content Alive Content Although gender is blurring Minimalist moments within In 2017, 16-24s will engage amongst youth generations, youth content will shine most with living, breathing Single-Gender Content that throughout 2017. Key content content that’s alive and well with resonates with new masculine buzzwords include ‘snappy,’ tech-infused interactivity. Brands and feminine mindsets will ‘hyper-digital,’ and ‘factual,’ in the know will use digital continue to flourish throughout offering this intelligent innovations such as VR, 360° 2017. Smart brands venturing generation room to breathe video, Facebook and Instagram into this space understand and easily digest articles and Live and Snapchat geofilters to it’s less about targeting boys listicles that focus on subjects communicate content in a truly or girls, and more about the that matter most. Fast bursts revolutionary way. Engagement subjects discussed. Offer a safe of information, coupled with and reactiveness is crucial, online community where boys click-worthy possibilities to like, where youth are free to share feel comfortable talking about comment and share will ensure their thoughts in real time. makeup and girls can add fuel to they keep coming back for more. the feminist fire.

46 47 NCS is a once-in-a-lifetime experience available to 15-17 year- olds*. It’s a unique chance for teenagers to meet new people, develop skills to boost their CV and make a difference in their communities. Find out more at NCSYES.CO.UK

*see website for age eligibility info

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6.00 ABOUT THIS REPORT across the globe

METHODOLOGY

All statistics except where referenced are taken from an online survey conducted by Voxburner - 2,000 NYC BLN SF LDN UK 16-24 year olds took part in December 2016. All quotes except where referenced are taken from interviews with industry experts and our target consumer. YMS NYC YMS Berlin YMS San Francisco YMS London 3-4 October 2017 23 November 2017 7 March 2018 20-21 March 2018 ABOUT THE AUTHOR ABOUT VOXBURNER For further enquiries - please contact Richard Jackson on Lara Piras is Voxburner’s Voxburner is the go-to Content & Insights Director, youth insights consultancy [email protected] or +44 20 3095 1415 creating and overseeing informing marketing in-depth reports for annual professionals of 16-24s’ Voxburner events YMS trends, habits and attitudes London, YMS New York that are about to impact and soon-to-be YMS Berlin, business now and in the YMS Singapore and YMS future. Inspiring reports and San Francisco. Youth Trends delves into a youth motivational events are where Voxburner strives, consumer behaviour forecast for the year ahead oﬀering unparalleled insights, research and and beyond, and Youth 100 reveals the top brands engaging keynotes from both established according to 16-24s via a quant survey of over brands and emerging startups. We bring the 2,000 young people. Considered a youth culture youth marketing industry together to expand expert, her vast industry knowledge in multiple their youth knowledge via Youth Marketing disciplines comes from working with some of the Strategy in London, New York and soon-to-be industry’s best including The Future Laboratory, Berlin and Singapore. THE UK’S MTV, WGSN, Vogue UK and Vogue US in New York. She has previously worked on youth research projects for big brands including size?, Channel 4, SUPRA and Peroni. MOST ENGAGED

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