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Youth Perspectives 2003

Youth Perspectives 2003. Identifying the Tribes. William Pitt, the Younger. Entered Cambridge at 14 years of age and Parliament when he was 22. The youngest Prime Minister on record, winning the post at the age of 24 in 1783.

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Youth Perspectives 2003

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  1. Youth Perspectives 2003 Identifying the Tribes

  2. William Pitt, the Younger Entered Cambridge at 14 years of age and Parliament when he was 22 The youngest Prime Minister on record, winning the post at the age of 24 in 1783 Remembered for his tough policies against corruption, fiscal reform, shifting power towards the House of Commons and the union with Ireland

  3. George Armstrong Custer Custer became the youngest general in the Union army in June 1863 at the age of 23. He is remembered as a hero of the “last stand” at the Battle of Little Big Horn.

  4. Bill Gates Started Microsoft with his childhood friend Paul Allen in 1975 when he was 20 years old

  5. Ellen MacArthur Completed the Vendee Globe 2000 race at the age of 24: 100 days alone at sea. Sailed alone around Britain at the age of 18

  6. It’s not just 18-26 year olds who are young…

  7. 2 million people aged 27 or over are interested in extreme sports GB TGI 2003 Summer (April 2002-March 2003)

  8. Adults aged 27 or over consume 53% of the total volume of alcoholic carbonates drunk • in Great Britain GB TGI 2003 Summer (April 2002-March 2003)

  9. 59% of people who go clubbing are aged over 26 GB TGI 2003 Summer (April 2002-March 2003)

  10. AGE • TRIBES

  11. Tribal Demographics

  12. What does 18-26 mean? • There are 6.3 million 18-26 year olds in • Great Britain. The things common to all of them are: • They have left school (although may still be in • education) • They are able to drink legally • They can all vote GB TGI 2003 Summer (April 2002-March 2003)

  13. 18-26 Year Olds by Social Grade C2DE 2.9 million ABC1 3.4 million GB TGI 2003 Summer (April 2002-March 2003)

  14. Motivation and Aspiration 18-26 and ABC1 Index • I consider myself interested in the arts 125 • My work is a career not just a job 122 • I am interested in different cultures 116 18-26 and C2DE • I find it difficult to say no to my kids 140 • A woman’s place is in the home 129 • I’ll never get used to computers 126 GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  15. Clothes Shopping Index GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  16. Attitudes to Advertising Index GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  17. TGI Lifestage • TGI Lifestage is a classification based on household composition • It divides the GB population into 12 groups, which provide a clearer explanation of lifestage than basic demographics.

  18. 18-26 Year Olds and Lifestage GB TGI 2003 Summer (April 2002-March 2003)

  19. Fledglings • Account for 2.5 million 18-26 Year Olds • Group is defined as: • Not married and don’t have a son or daughter; living with own parents GB TGI 2003 Summer (April 2002-March 2003)

  20. Playschool Parents • Account for 1.3 million 18-26 Year Olds • Group is defined as: • Live with son or daughter and • youngest child is aged 0-4 GB TGI 2003 Summer (April 2002-March 2003)

  21. Lifestage Groups Expenditure Index GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  22. Lifestage GroupsConsumption Habits Index GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  23. Lifestyle - Fledglings My car should attract people’s attention A designer label improves a person’s image • I loathe doing any form of housework Home décor is of no particular interest to me I leave the financial arrangements at home to someone else GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  24. Lifestyle – Playschool Parents I always buy the brands my children prefer • There’s little I can do to change my life When shopping I budget for every penny I like to take holidays in Britain rather than abroad GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  25. Finance • Playschool Parents: • (+) I like to pay cash for everything I buy • (+) I spend money more carefully than I used to • (-) I look for profitable ways to invest my money Fledglings: (+) I tend to spend money without thinking (-) Consult financial advisers (+) I’m interested in financial services advertising GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  26. Costa Coffee Index GB TGI 2003 Summer (April 2002-March 2003) Base: 18-26

  27. Tribal Values

  28. Life Values • Schwartz’s model of universal values (1992) Values priorities established on two fundamental dimensions

  29. The key dimensions Adventure & Exploration Conscience & Spirituality Self Interest & Image Safety & Conservatism

  30. The 9 Segments Adventure & Exploration Independents Experiencers Utopians Motivated Self Interest & Image Conscience & Spirituality Virtuous Materialists Comfort zone dwellers Traditionalists Safety & Conservatism

  31. 18-26 Year Olds and Life Values Independents – 11% Experiencers -18% Utopians – 6% Virtuous – 3% Traditionalists – 4% Indifferent - 7% CZDs – 8% Motivated – 25% Materialists – 18% GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003)

  32. 18-26 Year Olds and Life Values Experiencers -18% Motivated – 25% Materialists – 18% GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003)

  33. 18-26 Year Olds and Life Values Virtuous – 3% Traditionalists – 4% CZDs – 8% GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003)

  34. Motivated • I like to have control over people and resources • I want to get to the very top in my career • It’s important that my family thinks I’m doing well GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003) Base: 18-26

  35. Experiencers • I like taking risks • I like to drive fast • I have a keen sense of adventure GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003) Base: 18-26

  36. Materialists • Money is the best measure of success • A designer label improves a person’s image • I don’t want responsibility, I’d rather be told what to do GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003) Base: 18-26

  37. Lager Consumption Index GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003) Base: 18-26

  38. Lager Consumption Index GB TGI 2003 Spring (Jan 2003-Dec 2003) Base: 18-26

  39. Media Consumption Index GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003) Base: 18-26

  40. Attitudes to Advertising Index GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003) Base: 18-26

  41. Music preferences Experiencers: Indie, House / Garage / Dance Motivated: R&B / Swing, Reggae / Ragga Materialists: Chart / Mainstream, Pop / Boy and Girl Bands, Reggae / Ragga, GB TGI 2003 Spring + Life Values (Jan 2003-Dec 2003) Base: 18-26

  42. International Tribes

  43. Life ValuesInternational Comparison Base: 18-26 TGI + Life Values

  44. ExperiencersOwnership of Nike Trainers (Index) • 118 • 113 • 101 • 115 Base: 18-26 TGI + Life Values

  45. …and tribes are the new reality • Nobody likes a smart arse In Summary • Age is a dying concept...

  46. Youth Perspectives 2003 Identifying the Tribes

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