Truth about Youth
This is the first step in humanizing and globalizing our latest thinking on an important group of people.
Millennials are perhaps the most scrutinized and labeled generation in marketing history. In many ways, this urge to understand and categorize them was driven by a fear that Millennials would be the generation that refused to engage with advertising. They were described as “entitled,” “Generation-Me,” and “slacktivists,” among many other labels. And if Millennials were a new breed, the younger Generation Z is a new species entirely, already being described as “independent,” “pragmatic” and “self-educated.”
With Truth About Youth we do not intend to provide a new set of labels, or to add noise. Instead we’re seeing youth culture as a sliding scale based on attitudes and values (although age differences are called out where appropriate). The study is a sequel to the Truth about Youth launched 2012 and this new one is based on 33 000 in over 29 markets. Sweden and Norway are two of them.