Amplify reveals insights from Young Blood research

Young people aged between 13 to 25 years old desire happiness over possessions, new research from Amplify has revealed.

Young Blood reveals insight into the hopes and fears of British youths
Young Blood reveals insight into the hopes and fears of British youths

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.

Amplify said that it had built a reputation as a go-to agency for millennials. But argued that with this audience there is often an "over generalisation" that lack the nuance to build great campaigns.
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