Some things you might not have known about under 25 year olds:
| 2011 YOUTH STATISTICS |
| ONE IN FIVE UNDER 25 YEAR OLDS ARE OUT OF WORK |
| UK INTERACTIVE ENTERTAINMENT ASSOCIATION REVEALED THAT £1.7BN IS SPENT ON VIDEO & PHONE GAMES – MORE THAN CINEMA + MUSIC TICKETS COMBINED |
| SMS IS STILL THE MOST EFFECTIVE WAY OF REACHING A 17-24 YEAR OLD AUDIENCE AS SMS REACH IS 94.2 PER CENT AND 90 PER CENT OF YOUNG PEOPLE OWN A MOBILE |
| BY 2020, THERE WILL BE 5 PER CENT FEWER 17-24 YEAR OLDS IN THE UK (6.3M); THIS WILL SUBSTANTIALLY AFFECT THE LOOK OF THE WORKFORCE AS YOUNG PEOPLE REACHING WORKING AGE IS FALLING BY 60,000 EVERY YEAR |
| CLUB 18-30 SEND NEARLY 100,000 18-30 YEAR OLDS ON HOLIDAY EVERY YEAR – THIS FIGURE IS CURRENTLY RISING |
After analysing latest statistics into youth trends, Gaby Jesson, joint managing director of youth lifestyle PR and events agency Radiator PR, suggests five tips for reaching this fickle audience:
1. Improve their future prospects
The economy is the biggest influencing factor on young people today. Due to high unemployment, many young people are not leaving the parental home which paradoxically is giving them a higher than expected disposable income, but a gloomy view of the future. This is already playing out in student riots and a new form of anti-establishment hedonism – illegal raves are back!
From a PR perspective, creating packaged content that feeds into “at home” entertainment will resonate well. Whether beauty or gaming brands, beer or fitness, linking these products to other associated brands that can enhance the home experience is recommended.
Youth campaigns that offer escapism from the current gloom – particularly concepts that may enhance their status will also connect. Perhaps offering career prospects through work placement filming, journalistic or photography experience at festivals, rewarding their engagement with the prospect of work publication.
2. Bring them together cheaply
Being aware of and helping to empower a new social solidarity prevalent among young people will guarantee PR campaign cut through.
With many cushioned by the “bank of Mum and Dad”, young people are spending more time socialising – finding ways to spend time together cheaply. For example, rejecting big clubs in favour of house parties, boutique festivals and raves/events organised online.
Insightful PR consultants should utilise this trend by helping to fuel possibilities for young people to connect and unify. PR campaigns that deliver exclusive content and information online for the purposes of encouraging connections, exchange and status will thrive.
3. Ask for their input
Not a new trend but certainly a powerful one – engaging young people at the early stages of a product or brand’s development through PR will definitely resonate.
Across Europe, brands have been finding success with this “DIY” generation – overtly making them the decision makers, writers and opinion formers at the early stages of a product cycle.
Creating opportunities like this will not only tune into youth desire to break establishment rules, their brand engagement could also enrich their “portfolio career” which again scores points with this young generation.
4. Create anti-heroes
Championing newly formed anti-heroes in PR campaigns will deliver a connection with a young British audience. In Germany this trend is known as “new authenticism” – not only supporting but helping to build personalities out of nowhere. TV talent shows have contributed well to this trend and the heroes that have been made are not always the most talented, but are those that buck the trend of conventional celebrity. Think Wagner and Anne Widdecombe as alternative “role models” to head humour-led campaigns. Also think about home-grown heroes hailing from the buoyant British music scene – particularly from the urban dance category – Jessie J and Tinie Tempah as opposed to over-hyped stars from overseas.
5. Put sport back on the streets
On the sports field, across Europe, young people are championing cheap sports such as street sports once again. PR campaigns that link with participation activities that are cheap and accessible such as skating and cycling will do well. Cycling is continuing to surge as a participation sport because of the innovation in “cool bikes” and the positive environmental impact they offer.
Background
Radiator PR, a youth lifestyle PR and events agency in the UK, combined forces with its European partner agencies to predict the most important trends affecting 16-25 year olds across Europe for 2011.The research was gathered over the last year using trend predictions from existing media, trend reporting websites, European affiliate agencies and the agency’s staff.
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