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Discover Europe’s Youth

Latimer are incredibly excited to be working with a high profile client to carry out research on European millennials. We’ll be working across six different countries to find out what makes young Europeans tick, their aspirations, their fears and their choices.

Using a mixture of online questionnaires and a series of in-country ‘Latimer Labs’ workshops (a real-life iteration of our co-creative crowd methodology) we will gather the insights of over 18,000 young people. Our workshops will include insight challenges, participatory tasks, media compelled learning and interviews, and our findings will inform a report on how our client can best position both their brand and their services in Europe.

Our initial research has already illuminated some fascinating trends among European millennials – the first of which is that the term ‘millennials’ is unhelpful. Very few young people actually identify as Millennials, or Generation Y, yet this one-size-fits-all term is trotted out to encompass a group of people who range from 18-35, across different countries, socio-economic backgrounds and nationalities.

However, there are some clear patterns across this diverse group that are the direct product of the social and economic circumstances in which they grew up.

1) The impact of technology on this group of young people cannot be emphasised enough.
People under 30 have more in common worldwide than their older counterparts due to the proliferation of technology and the “world getting smaller”, and their ability to connect with their peers worldwide. Now the world is bound together by sharing external events in real time.

2) Brands with social consciences are winning.
Brands who align themselves to particular causes tend to enjoy greater reach and engagement with young audiences. You only have to look at the wave of positive engagement that Dunkin Donuts witnessed when they adapted their logo to reflect the pro-equal marriage equals sign. Cause marketing is all well and good, but make sure it fits with your brand; whilst this is a sure-fire way to engage young consumers, they are increasingly cynical and quick to turn against brands that are clearly just jumping on the cause marketing bandwagon.

3) This is a generation of makers.
Increasingly young people are creating technology themselves and becoming digital makers in their own right, yet they are simultaneously pushing back against it. Coding, app-building, filmmaking, music producing and even initiatives such as hackschooling are all part of the growing expectation among young people that brands will engage them in dialogue.

4) They are precious about their free time.
“Switching off” is the new “turning on”, with brands such as Durex harnessing this backlash against a screen-facing lifestyle in part of their newest campaign, “Turn Off to Turn On”. On one hand, young people crave information and knowledge, but they are also acutely aware of how “time-poor” they are. The popularity of Buzzfeed, Ted Talks and other quick-fix, easily-digestible sources of information can attest to this.

5) They trust their peers more than they trust you.
‘90% of young people trust peer recommendations.’ – The Nielsen Company Sept, 2009.
Young Europeans rely on social media, and each other. Facebook is consistently the platform of choice, whilst most European countries have their own equivalent too (such as Nasza-Klasa in Poland). While it seems counterintuitive to trust a genre that allows people to say whatever they like unchecked, social media is one of the principal ways in which young Europeans gather recommendations.

Interested in finding out more about Latimer’s insight and research services? Contact info@latimergroup.org