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Being Twenty Something In Europe

Being Twenty Something In Europe. February 2005. Beliefs and behaviours change constantly, especially among young people Europe is not the same but a rich collection of local cultures. Flamingo International 18 – 30 early adopters of change Czech Republic, France, Germany, Russia, Spain, UK

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Being Twenty Something In Europe

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  1. BeingTwenty SomethingIn Europe February 2005

  2. Beliefs and behaviours change constantly, especially among young people • Europe is not the same but a rich collection of local cultures

  3. Flamingo International • 18 – 30 early adopters of change • Czech Republic, France, Germany, Russia, Spain, UK • Online survey by The Wire • 1,600 18-30s mainstream sample • Same six countries plus Italy and Sweden • Major input from BBDO agencies

  4. The Spirit

  5. The Journey 214 images • …and some new implications for brands 8 trends 153 quotes 240 stats 45 ads 30 questions

  6. The Big Picture

  7. Barbara, Germany

  8. ‘Duty’ is an old fashioned word Having everything is out… doing anything is in The ‘I can’ generation Life is all about experiences

  9. 60% believe they can control their own success 82% have goals that they are committed to achieving

  10. “ Life is like a cake. It tastes the way you make it- Marketa, Czech Republic ”

  11. Russians are most confident of living better than their parents – 79% expect a better life but only 37% of Germans do

  12. Are they naïve? • No, they are pragmatic

  13. They have an accurate view of the complexity of the world • But they focus their energy on things that shape their life in a positive way • It is about finding, planning and executing experiences that will make the most of who they are: essentially, it is the “Me Project”

  14. The Me Project

  15. “ Nothing is permanent and nothing is impossible - knowing what you want to do with your life is the greatest challenge- Tara, UK ”

  16. “ ” I think that the people you connect with end up rotating [around you] like a solar system – you take them with you- Miles, UK

  17. They are not “entrepreneurs”. They don’t like taking risks • They are satisfied, defining themselves through “I am” as opposed to “I am not” They are not seeking to invent or re-invent

  18. Their self-confidence gives them the willingness and freedom to: explore, experiment, play…

  19. Specific themes Life in motion Mixing things up Return to roots Fame & respect Enough is enough Technology New citizenship Soul beauty Conclusion

  20. Life in Motion

  21. “ This year I plan to make a European tour of every rock festival - Guillaume, France ” “ The best experience of my life was canoeing through the jungles of Belize - Alejandro, Spain ” “ We can’t sit still and do nothing - Frantisek, Czech Republic ”

  22. Cheap travel and open borders fuel a “go anywhere, anytime” mentality • Because life is a journey, travel is more than escape • Every journey is a new experience about the ‘self’ • “What do I get from that?”

  23. 62% aim to take time out from work to travel 32% plan to live or work abroad

  24. Towards a New European identity?

  25. Brands can open up the spirit of possibility rather than focus on the journey from A to B

  26. Specific themes Life in motion Mixing things up Return to roots Fame & respect Enough is enough Technology New citizenship Soul beauty Conclusion

  27. Return to Roots

  28. “ Live with my girl friend – go away a lot, spent much of last two years travelling round the world…and go to Spain, learned Spanish, and down to Cornwall (where I am from). Feel very rooted when I am there- Dominic, UK ”

  29. Previous generations tended to move away from their roots but this one has the confidence to view them as a source of strength

  30. 79% want to settle down, marry and have children

  31. Image of Spanish Bull

  32. Brands may have the opportunity to proclaim their origin or their cultural roots with renewed confidence

  33. Brands may have the opportunity to proclaim their origin or their cultural roots with renewed confidence • Brands which leverage local cultural insights in an unexpected way can best connect with this target

  34. Specific themes Life in motion Mixing things up Return to roots Fame & respect Enough is enough Technology New citizenship Soul beauty Conclusion

  35. Mixing Things Up

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