The key findings of its Young Blood project, which has taken the views from 2,506 people, showed that 44% desire happiness and personal fulfilment over wealth (29%), a house (11%) or a car (4%).
Amplify said that this young age group also demand that brands have a conscience. Almost half of those surveyed (45%) would refuse to buy a product from a company that had an ethos they disagreed with.
It also revealed that this generation has no interest in ‘rebelling’ and 75% have no desire to break the rules, instead choosing to make positive change.
Interestingly, 13-25 year olds also have a totally different view on the concept of ownership to their parents. They see the merit in renting over owning everything from films (>50%) to music (40%) and even cars (26%).
Amplify has taken 7,000 hours of footage and produced seven short films as part of the Young Blood project. It is also producing a White Paper and a report on the results of the research.
Poet and DJ James Massiah has also created a spoken word poem addressing the themes of the documentaries.
The agency is conducting a series of talks around the research in collaboration with Soho House. The five talks will look at a range of issues related to youth culture, including what marketers can learn from the agency's findings.
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