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Archive for the ‘Face Youth Lab’ Category

This post is taken from Face Youth Lab, Youth Lab is the place for marketers and researchers to keep up to date with youth movements and trends. To see more please visit www.faceyouthlab.com.

To coincide with the release of our Tech Tribe report we got in touch with some of our Headboxers to give us an insight in to their lives during the recession. The first topic we approached them about was job hunting during the recession, has it been as bad as everyone makes it out to be? Or is it still a fruitful market for the young professional?

Here is what the Headboxers had to say:

“A few months ago i was trying to ignore the recession, i thought that it was still in firms best interests to hire graduates because in a year or two things hopefully will be looking a bit better and i didnt think firms would want to miss out on a round of graduates. I was wrong, 45% of firms that hired graduates last year are not hiring this year.

I had a job interview at a huge PR company, “£$&%*%”. The assessment day was not great, i left feeling pretty rubbish because i thought i had screwed it up, a bit nervous and didn’t sell my skills as best as i should have but i had got out of a microeconomics exam so i had at least had the experience AND got out of an exam but to my surprise i got a call back for a second interview. Now i got my hopes up, the second interview went brilliantly and i was excited. They seemed to really like me and were interested in everything i had to say.

A week passes and i get a phone call. Its “£$&%*%”, i didn’t get the job, they really liked me and thought i was really enthusiastic about the job and they usually hire 2 graduates each year but economic conditions blah blah, can only hire 1, the other person had more experience but thanks for applying.

Gutted. “

Recent Graduate, 21.

“I have taken a year out this year before i start University in September. I had hoped to get a job but no… I have handed out tons of CV and application forms and have not even had 1 interview. At least i have a definite place for Uni so that is sorted. Hopefully i will be able to get a part time job when i start but i am not holding out much hope for that :)

When i decided to take a gap year before Uni, the recession wasn’t even on the horizon so i thought i would just walk into a job… i wasn’t really bothered where i got a job so it would be easy”

Soon To Be Student, 18

Part 2 coming soon…

This post is taken from Face Youth LabYouth Lab is the place for marketers and researchers  to keep up to  date with  youth movements  and trends.  To see more  please visit www.faceyouthlab.com.

As we established in our last blog entry (It’s a matter of life and debt…) debt amongst youth is at an all time high (or is that low?). If you are inclined to believe the media the reason for the red is the environment we have grown up in, a world where being significantly in debt is accepted as the norm. Yes, this is a good point and was very relevant a couple of years ago, however Tech Tribe tells us that this attitude is beginning to change, 60% of our Tech Tribe respondents disagree that “debt is fine because everyone else is in it too”.

This swing in overall mindset can be put down to everybody’s best friend, the recession; however the economic downturn has not altered everything. Day-to-day spending habits have not changed significantly with only 50% of respondents actively looking for ways to save money now we are in a recession. Even more surprising is the loyalty to credit cards with only 26% starting to save rather than buying on credit cards and just 22% reducing credit card limits to try and curb spending!

The ability to spend in any situation is, we think, due to 2 things – for those with the highest levels of debt, they are in so deep already that they feel any changes they make are unlikely to make any significant difference to their situation – again it comes down to getting that well paid job. For others, it is a ‘what can I do?’ situation. The recession is too big to handle – it’s a macro level thing, which is going to affect everybody. It’s almost too big and scary to comprehend on a day-to-day level, so whilst there is an ability to sweep debt under the carpet, the spending will continue.

At Face we are in constant dialogue with young people in our youth community Headbox where we work

The Face Youth Lab

The Face Youth Lab

with some of worlds leading youth brands including Coca Cola, Lynx and Google to help them co-create better products and communications. Today we are launching The Face Youth Lab which is the place for researchers and marketers to keep up to date with current youth movements and trends. By exposing Face case studies, sharing proprietary research and connecting you directly with young people our regular and varied offerings will help you understand and interact with this generation more profitably.

Coming Up on the Face Youth lab
Over the coming months we will be posting fresh research covering young peoples reaction to the recession and the importance of mobile convergence in their lives as well as what brands are in and out and some in depth analysis of the key changes in the youth market between over the past 2 years.

So keep an eye on Face Youth Lab as new research material, blogs, video diaries and casestudies will be posted regularly and we would love to get your reaction and interpretation on what this all means for researchers and marketeers. As a taster for new research over the next coming months we are going to be posting on Face Youth Lab some of the key trends identified from our last major youth study The Techtribe Report published in 2007 based on the views of 3000 16-25yr olds:

Connected
This generation of young people want to be entertained like any 
other, however, they are not glued to their 
TV sets; they are consuming the content that they want when they 
want via the internet and downloading/streaming it for free. They 
are in control of the media they consume and the advertising they 
see. This means broadcasters and brands need to worry less about 
what their advertising does to young people and much more about 
understanding what young people do with their advertising. 
So the question for all marketers is how, in this digital age, to get 
young people to choose to engage with my content?

Creative
The answer starts with understanding what is important to them; 
Tech Tribe 07 shows what their passions are and what gives them a 
sense of identity/community. A generation where 
”creativity” has huge social currency; friendship groups are defined 
by it; social standing is enhanced if you create and share content 
amongst your friends. At the heart of this is a generation who has 
found new avenues for self expression, making and sharing their own 
films, music, websites, games, photos, blogs and art.

Word of Mouth
The influence of friends on purchases made is huge, with 
91% saying that friends’ recommendations have influence 
on what they buy. The three top factors in terms of having a lot of influence on 
what they buy are friends recommendations, friends using 
the product/service and seeing people using/wearing the 
product/service. 65% recommend products and services to friends often or 
very often, rising to 80% amongst working non-graduates – 
the group most likely to recommend. 64% have recommended a product or service in the last month; only 32% have put someone off.