How to Predict Youth Trends 2022

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2. 020 3195 5250 hello@thisisselfhood.com Understanding youth trends is key to any marketing strategy. These trends can provide insights into how different demographics buy and use products. Buying behaviour is an essential analysis point for understanding how and why people decide to purchase a product. Different demographics display varying buyer characteristics, buyer behaviours and buying habits. Understanding these features of youth buyers provides critical insight into how to spot upcoming trends. Buying Characteristics of Today’s Youth Generation Z describes consumers born between 1995 and 2010. Those born during this time frame are referred to as digital natives because they grew up under the influence of modern technology, most notably the internet. Scientists have demonstrated that sustained exposure to technology has had several effects on the youth generation. Their studies indicate that these generations have different behaviours related to:

3. 020 3195 5250 hello@thisisselfhood.com 1. Attention spans 2. Memory capacity 3. Social cognition. Attention Span The study observed that this age growth struggled to sustain their attention over more extended periods. However, they also concluded that Gen Z can multitask better. They could spread their awareness over a stream of different online information multimedia sources. As a result, a European behavioural study concluded that individuals could acquire the information they needed from an online source faster than through traditional mediums. However, they were less able to recall the information they had learned accurately. We might see this same strategy reflected in the popularity of TikTok with Gen Zs. Gen Zs comprise 60% of all TikTok users. One of the main attractions of TikTok is its short, video-rich content. The content presented requires only a short duration of attention. It is entirely visual, and one can easily switch between different content.

4. 020 3195 5250 hello@thisisselfhood.com Memory Capacity The internet provides us with a vast library of information. Where previous generations had to remember facts, Gen Z simply uses google to source what information they need in real-time. This has resulted in changes to how they find, retain and value knowledge. The study proposes the idea of the ‘transactive memory’ to support this idea. Transactive memory redefines our individual capacity for remembering and sharing information. In this model, memory systems are shared across groups, communities and other individuals. It is thought that this strategy is a way for the brain to relieve the cognitive load of individuals living in our current information-saturated world. In addition, it means businesses trying to appeal to Gen Z will have their content audited, not just by individuals but whole groups assuming a shared knowledge base. We see this in Gen Z buyer behaviour. It is common for individuals to read and research a product extensively before buying. One survey observed that:

5. 020 3195 5250 hello@thisisselfhood.com “68% of Gen Z (a huge %) read at least three reviews before making a first time purchase online. That means 3 strangers influence their first-time buying decisions!” Social Cognition Social cognition refers to the mental abilities necessary to engage in the social world. It includes interpretation, response and adaption to different social scenarios. The shift from the real world to online social experience has been a catalyst for the social cognition of generation Z. The study thoroughly documents this fact by pointing out several experiments that found people do not distinguish between online and offline sociality; the brain perceives them as the same. This has important implications for how the youth generation establishes trust and relationships online.

6. 020 3195 5250 hello@thisisselfhood.com For example, a survey by a business consultancy group found that 52% of Gen Zs trust influencers’ advice on the products and brands with whom they affiliate themselves. Moreover, a whopping one in five Gen Z and millennial respondents from the US and UK confirmed being recently inspired by an influencer's or celebrity's post on social media to make a purchase. This is a crucial insight for businesses looking to appeal to this demographic. Key Takeaways By understanding these factors, we can better make predictions about youth trends. For in-depth analysis, expert advice and insights on Generation Z, get in touch with selfhood today for a consultation.

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