seven AUTUMN 2011
Inside the minds of
YOUNG PEOPLE Understanding their attitudes, loyalties and trends
INCLUDING A REVIEW OF 2011
of Youth and a whole heap more...
SEVEN is a magazine co-created by Force-7 and our network of young people throughout the UK
“We have reached that time of year again when students are back at Uni, college is well underway and GCSE mocks are looming just around the corner. So what better excuse for a break from studying, employment and just partying away than writing for another edition of SEVEN. Co-created by our Force-7 team and young people from throughout the UK, SEVEN is a chance for us to rant about our opinions, share our life experiences and just challenge the goings on in the world around us. In this edition, we’ve chosen to look at lifestyle, technology and a brief look at the highs and lows of 2011. SEVEN is a collaborative piece of content showing the views of a whole range of today’s youth. Each article represents the individual viewpoint of one young person and their outlook on life. As always, we’d love your feedback and we hope you enjoy seeing your target market, through our eyes.”
SEVEN - AUTUMN 2011
evolution evolution of of y 12
SEVEN - AUTUMN 2011
Review of the Year
The Big Decision
Young people’s thoughts on the big events of 2011. How the tuition fees changes affect the decisions young people make about their future.
Welcome to the Party
Experiential marketing – why and how does it work?
The view of the world through the eyes of a 15 year old.
Taking advantage of the summer’s biggest events to get in touch with your target market.
26 WE ARE YOUNG PEOPLE Meet the Force-7 team.
Where are young people really getting hold of their music?
30 My Revolution 8 10
The best app in town?
32 Down and Out
What was the real effect of BlackBerry’s Internet outage?
34 Youth Unemployment 11
Yes it’s depressing – but what can be done?
Seven creative trends currently taking the youth market by storm.
The Evolution of Youth 12 38 STUDENT LIFE OR 9-5? A snapshot into how life
The views of two young people on the different paths they took.
changes from the ages of 0-24.
The Big ‘V’
The first time and why it’s just not that special.
Yes, yes they’re very clever but do young people really care?
THE PERCEPTION OF YOUTH
All I Want For Christmas
LET BATTLE COMMENCE
24 46 Overheard Just what are they
What do young people really feel about the way they are portrayed in the media?
How many pokes have you had today?
42 Cloud Gaming
Everything you need to know about OnLive.
What do you buy the child who has everything? The good and bad, or the lesser of two evils?
16 40 QR vs Blippar
44 The Snap-Year
The travelling bug is catching more young people, but with smaller bites.
A guide to the real Facebook facts.
S O F A R ...
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MY THOUGHTS The real question is whether young people are really thinking about the implications of paying back their student debt? Student loan repayments are so minimal you may not notice that they are even coming out of your pay cheque, but based on the rate some young people are paying theirs off, it’s going to take them over 600 years… and that’s people with well-paid jobs who started uni before the top-up fees were even introduced!
Everyone knows about the rise in tuition fees and it seems that just about everyone has a different opinion on whether or not this is a good idea. One thing is for sure, though, young people’s enthusiasm for going to university does not seem to have been dampened. There will always be people who will be able to afford the cost of going to university and there will be those who will get support (and quite rightly). Surely the real concern has to be for, the majority, those in the middle with no entitlement to government support (and no mega rich family to pay for it). The way we see it, if young people want to go to university they have a few options:
• Be a constant drain on their parents (oh great that’s a nice way to assert your independence) • Save up for a few years before going to university (surely by the time you save £36,000 you will have enough work experience to not be needing university) • Take out the loan (and get yourself into around £40,000 worth of debt to start your working life) • Give up on going (brilliant… glad you worked so hard at school) The reality may not be that extreme but it is true that these tuition fees will be too prohibitive meaning that some of the most deserving students will no longer be able to go university.
What a fun time to be 18. Written by Cassie Debry
Name: Jo Fairbanks Age: 24 Job Title: Project Manager Random Fact: Has doublejointed elbows. Thoughts: University was portrayed as the Holy Grail and the only option available to me at 18. I, personally, think that it is now too easy to get into university and this has meant it has lost some of its value. I think it is important that university is an option for all but university style learning is not something suited to all. I think if I was 18 again I would not be able to go and I would be looking at getting relevant work experience as that seems to be the most important thing in this economic climate.
a marketing perspective
How should universities respond to this new debate? The truth of the matter is that young people are going to be put off applying to university because of the rocketing costs. We all know that the course and subject are very important but for a lot of young people applying, it’s really about the whole ‘student package’. Universities need to show off their own unique offering for students that stands alone from all the academic stuff. £27,000 for a 3-year course seems excessive, but when young people are shown the life changing opportunities afforded to them as a result of being at that university, they might well just see this as the biggest, yet greatest, investment they could ever make into their future.
to the party
Festivals are the place to be if you want to mix with a whole range of young people – from the emos to the fashionistas; the goths to the chavs – they will all be there, listening to their favourite bands and getting wasted. This summer, the British Red Cross conducted experiential marketing activity at some of the UK’s hottest festivals, to promote basic first aid skills to young people, directly reaching over 7,000 teenagers.
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Staged as a silent disco (playing everything from 90s cheese to dubstep, adapting to the audience of each festival and each silent disco), festival-goers made their way inside the marquee with their headsets on… One headset received a message letting them in on a secret, while everyone else partied on unaware of what was about to unfold. Suddenly, someone collapsed and panic took over the crowd. Thankfully, someone knew first aid and stepped in to perform
The Pushover, putting the person into the recovery position. It was only at this point that all of the headsets received a message – the whole thing was an act to force people to put themselves into this situation – if this happened in real life, would they know what to do?
After experiencing the activity, thousands of young people aged 11-16 would now know how to help an unconscious friend, if they fell unconscious at a party in real life.
Why go experiential for the youth market? We are living in the experience economy – a society that is no longer fulfilled by products or possessions. We crave experiences to satisfy our needs – an opportunity for brands to create a new brand experience and create lasting memories for the consumer, embedding themselves within the hearts and minds of the customer. Experiencing something allows for deeper encoding of the message, rather than just seeing something. This is especially true for the younger generation who are exposed to so many marketing messages. If they are involved in the situation and experience it for themselves, they are more likely to remember it. “It made me more aware if someone does pass out, all it takes is a push to save a life. I’ll remember that for the future.” Abbie, 16 “I thought it was just a silent disco but when that girl collapsed I was like ‘whoah, what’s going on?’ It was really effective.” Oliver, 15
Building the house… including the kitchen sink! Tasked with pulling off the experiential activity on behalf of BRC, here at Force-7 we jumped at the chance to get to work. A huge amount of work went in behind the scenes, preparing the technical set-up, staffing, transporting all of the equipment and so on. However, on the opening day of each festival, the biggest job was to create the set! Blacking out the entire marquee space, wallpapering the internal walls, installing the fireplace, building the kitchen units, putting up curtains and blinds, as well as gluing down all of the books, ornaments and kitchen utensils! The finishing touches – sofas, cushions, tables, mirrors and paintings were all put into place, before the marquee was opened and the silent disco house party began. Then it was all hands on deck to take everything back down, load up the van and move onto the next festival! The busiest but most rewarding few weeks for us. Amazing. WWW.FORCE-7.CO.UK
Being 15 conquer IS WANTINGTO
hen t d
one da y
DIE on t
THE NEXT 10
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Sophie Holt, Work Experience (15 Years Old)
RFID wristbands (Radio Frequency Identification)
Used to launch the new Call of Duty: Modern Warfare 3 game. 85% of the players that attended the two-day launch event happily gave out their Facebook details upon arrival so that they could post their gaming performance online, as well as automatically tag themselves in photos that would appear on their profile.
Source: RDIF Journal, 2011
Beacons festival was cancelled this year due to flooding. The organisers cleverly used Facebook as a tool of communication, offering advice, refunds and answering everyoneâ€™s queries personally on their wall.
Thereâ€™s nothing young people seem to love more than making a statement. At Reading Festival this year, Muse wanted photos of people holding the lyrics to their songs - and the boys and girls were only too willing to supply!
There is a huge opportunity to target the youth market at Festivals each Summer. These events offer great brand activation packages and with a bit of creativity you can FORM an amazing CONNECTION between a young person and your values. WWW.FORCE-7.CO.UK
Are you a young person with a voice to be heard? Love to write? Have a fresh opinion? We are always on the hunt for new contributors to SEVEN. Interested? To find out more,
Tweet us @force7tweets
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n of youth
From the Nokia 3310 to the iPhone; the first day of school to house parties when parents are away, and from Teletubbies to TOWIE, the journey from little to large is exhausting. Opinions grow, feelings change and new trends emerge. As a marketing agency it’s our responsibility to understand these milestones, and use them to their maximum potential. We’ve collected the most prominent aspects of a person’s life every 3 years since they popped out of their mum’s tums, and this is what we’ve discovered...
6 Years OLD 3 Years OLD Do 3 year olds have anything to worry about? Well, yes is the answer. At 3 you are making your first foray into education at nursery, making sure you’re up-to-date on the adventures of Peppa Pig and catching up with friends on your plastic phone. It’s just non-stop.
By the age of 6 you’re getting settled into the routine of primary school so you can now turn your attention to developing your social life and attending endless birthday parties. You’re also pretty busy pestering your parents to get you a pet. After school you will mainly be spending your time watching Horrid Henry and Ben 10.
15 Years OLD 12 Years OLD The party scene has really taken off and it’s sleepover central as well as the odd disco night. The boys are all playing on their PS3 and the girls are fainting at the very mention of Justin Bieber and One Direction – just about everyone is loving a bit of Harry Potter.
21 Years OLD You’re either graduating, nicely settled into work or you cannot find any sort of employment. Socially, it’s a bit awkward, you’re losing touch with some of your old mates but aren’t quite sure where to find new ones. There’s been a shift from binge drinking to more socially acceptable drinking. You love any comedy you can quote excessively and an Adele song can pretty much sum up part of your life. 14
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By 15 you’ve probably been drunk a few times and mostly in VERY classy locations. The opposite sex are pretty much the only thing you can think of. Education wise you’re thinking about your GCSEs and what you’re going to do afterwards. You’ve, for some reason, developed a mad love for dubstep and you live your life through your Facebook. Good times.
24 Years OLD The first of your friends are starting to get married and it’s pretty scary. You don’t feel like you’re old, but you definitely are. You can quote anchorman and the kids of today don’t have a clue what you’re on about. You’re pretty independent these days living away from mum and dad and thinking about somehow, one day, getting on the property ladder.
9 Years OLD Your social life is really starting to take shape and you’ve taken up some new hobbies like learning an instrument and joining after school clubs. Your entertainment tastes have matured to shows such as iCarly and Spongebob. When not doing that you can mainly be found on your DS and playing online games.
18 Years OLD The age of big decisions – uni, work or training? Alongside this your social life is at its peak with clubbing, parties and drinking being a big part and the main aim being to get laid. You’re loving Beyoncé and Ed Sheeran at the moment and your whole life is currently being run by your mobile phone.
It is clear that, whilst tastes develop with age, young people start their interest in brands from a young age and these generally fall into 3 or 4 distinct categories – entertainment, social, technology and education. Marketing needs to take advantage of early exposure to products to gain that brand loyalty as people grow. Written by Wendy Hill WWW.FORCE-7.CO.UK
“It was after school, it hurt, the earth did not move and the RIHANNA sONG playing in the background definitely did not make it romantic. I felt pressurised to prove that I wasn’t frigid.” 16
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Name: Colum Harkin Age: 22 Job Title: New Media Executive Random Fact: Currently training to run the Virgin London Marathon in 2012. Thoughts: TV and magazines have changed massively over the past decade, with sexual relationship storylines and products sold through more â€˜risqueâ€™ advertising becoming more prominent. It used to be all about the scandalous but hilarious American Pie trilogy but now even shows such as Glee have sexed up storylines. Young people are being exposed to a sexually orientated society at a far earlier age and having characters and celebrities as role models who are portrayed as highly sexual is definitely having a huge effect on teenagers. It makes you think, do brands have a social responsibility to consider the sexual content of their advertising, safeguarding the moral values of young people in 2011 - or is this just a sign of the times? WWW.FORCE-7.CO.UK
the perception of
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‘Hoodies’, antisocial binge-drinkers and lazy unemployed sponges. All commonplace sentiments throughout the British media when reading about the country’s youth. by a sensation-thirsty British media?
As with issues regarding large sections of the population, the validity of these statements is hard to pin down. Is the youth of today to blame for such a poor and sweeping generalisation of themselves, or are we merely bearing the brunt of a resentment and are an easy outlet of grievances? I’m sure we have all found ourselves feeling condescended, patronised or completely ignored by our seniors - and unjustly so. Maybe a seeminglyuseful suggestion nonchalantly shrugged off by superiors at work, or a feeling of being infantilised by University professors who are still treating you like a pupil in uniform, and not a paying student. Equally so, we have all witnessed, be it first-hand or on television, violent antisocial behaviour of young people and, quite possibly, felt a sense of despair towards our peers. Like it or not, there is a tangible section of the young British population who undeniably warrant a negative pressreception. The question is, are the rest of us - the good people - being shunted out of the picture and subsequently misrepresented as a result?
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Take Rory Weal, for example. The 16-year-old took this year’s Labour Party Conference by storm with his rousing speech, which championed the welfare state. In an article by a journalist very much his senior, written for a national newspaper, his admirable appearance was met with the sarcastic closing statement; “This boy will indeed go far”. The writer, employing her reasonable right to disagree with his speech instead chose to lower the tone by undermining his appearance, refusing even to acknowledge his efforts as adult. Further still came a tirade of abuse by online commenters, wondering - to take but one of many examples:
”Why on earth anyone would take seriously the rantings of a 16-year-old child?” Being from London, I was appalled at the images of the London riots in August. Seeing an almost exclusively young mob of opportunist vandals destroying amenities on their own doorstep made me, and undoubtedly many others, take a step back and survey the other side of British youth culture. For all the good work that young people like Rory Weal do for us, a level of accountability must be adopted
by the antisocial element of the youth among us. The recent portrayal of the convicted rioters as maligned and victimized scapegoats summed up the detriments of the overprotected portion of young people who feel they have a God-given right to behave as they please. The episode of Question Time that followed was a joke. The BBC’s replacement of David Dimbleby by Richard Bacon, combined with the disorganised shouting match that followed displayed both the patronising and aloof attitude of the media towards youth opinion, and the refusal on the part of many young people to accept responsibility for their actions. Regrettably, it can’t be said that all negative press regarding British youth is misrepresentative. As is, and as will always be, bad news is more marketable than good news and young rioters are always more likely to make the front page than Rory Weal is. The remedy to this is not to riot, or to bemoan the draconian oldies, but for people like Rory Weal to continue doing what they are doing. If you can’t change the attitude of one young person then strive to make yours more positive than theirs is negative. So where does that leave us as marketers? We know that young people respond to campaigns in which they can relate to people in the imagery - right down to boys responding better to campaigns that feature boys. So if young people are ‘demonised’ within campaigns and the media, will the ‘good’ young people completely dismiss the message, thinking “this isn’t for me, because I’m not like that person in that picture”? If that’s the case, marketing needs to be less stereotypical to achieve the right results.
Written by Henry Kirby
When Kate Millett’s Sexual Politics was published in 1970, it set the standard for new Feminist writing, partly as a result of her theory on patriarchy. Millett suggested that our society was characterised by the statement, “male shall dominate female, elder male shall dominate younger”. Whilst the first statement is still, regrettably, not far from the truth in some areas, it is another issue altogether. However, the latter statement is as applicable today as it was back in 1970 - “elder” dominates “younger”.
Name: Tom Stevens Age: 25 Job Title: Graphic Designer Random fact: His 4 year old son Dylan is named after Bob Dylan. Thoughts: The media’s perception of young people is frankly, quite worrying. It seems all the negative aspects of this generation are always highlighted in the media overshadowing the good aspects. The media and authority are constantly highlighting these displaced youths but there is rarely coverage of those who find their path and get their life back on track. Giving these ‘delinquents’ bad press all the time is just fuelling their feelings of abandonment; the law needs to consider that dishing out ASBOs or sending them to juvenile prisons simply doesn’t work. They forget that these ‘hoodies’ come from deprived backgrounds, are often not brought up, but dragged up by their parents. They often don’t have feelings of empathy, self-awareness or have never been taught morals or respect.
All I want for
TOP TIP Marketing your products to young children? Check out www.check.uk.com for all you need to know on regulations and guidelines!
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Almost a third of children under the age of 10 have a mobile phone
69% of parents surveyed thought 10 was the right age to give their child a mobile to keep in touch with them when they are out. Are children growing up too fast? Or are parents doing the right thing to protect their children in todayâ€™s society?
what will children have left to put on their Christmas lists this year when they already have SO MUCH stuff? THE CHART BELOW SHOWS ALL THE GADGETS THEY ALREADY OWN. 25 20
10 5 0 Mobile Phone (23%)
Nintendo Wii (18%)
Flat-Screen TV (18%)
Digital Music Player (11%)
Name: Ethan Gibson Age: 20 Job Title: Data Analyst Random Fact: Runs his own web design agency Thoughts: When I had my first mobile it was a new craze and a bit of a brick, but having a mobile phone in 2011 is significantly different. Whilst giving parents a peace of mind is a practical use, at the age of 10, there needs to be controls to ensure safety from strangers, restriction of unsuitable content and that they donâ€™t have the ability to rack up one hell of a phone bill!
Source: BBC News 2011. Force-7:Research October 2011
let the battle
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37% OF 14-24 YEAR OLDS SAID THAT A FACEBOOK PHOTO
HADYEAR CAUSED THEMUSERS PROBLEMS 14-24 OLD FACEBOOK WOULD ONLY SPEAK TO 44% OF THEIR FACEBOOK FRIENDS
IF THEY SAW THEM ON A BUS
Say a big hello to som
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e of the Force-7 team
9 5% o o nlin
is bein e mus i g dow nloade c d
downloaded “Why pay for an expensive CD album when you can instantly download it for free?” TOM, 15. WITH ILLEGAL DOWNLOADING ON THE RISE, HOW CAN SOCIAL MEDIA HELP ARTISTS SELL MUSIC? 28
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---------------77% OF 14-24 YEAR OLDS BELIEVE DOWNLOADING FREE MUSIC IS NOT STEALING ---------------iTunes is as popular as ever with a massive 16 billion songs being sold thus far. ---------------The average 14-24 year old's hard drive contains 8,159 songs. ---------------90% of young people would miss music more than anything else if they found themselves stuck on a desert island. ---------------It seems that as long as the internet exists, people will continue to legally and illegally download music, whether this be through mp3 downloads, torrents, Bluetooth, email, Skype, MSN or simply BY ripping a friend’s CD.
Name: Vicky White Age: 20 Job Title: Project Co-Ordinator Random Fact: Moonlights as a librarian. Thoughts: I don’t see downloading music as an illegal act. Most of the bands I listen to encourage people to get hold of their music in anyway possible. New bands appreciate people wanting to listen to their music no matter if they have paid for it or not. A lot of gigs I go to, the band says to the audience that listening to them is all that matters!
Sources: www.bbc.co.uk, www.engadget.co.uk and Force-7 research conducted November 2011
KNOW THE FACTS
I think it’s about 2-way brand loyalty between bands and their fans - that’s why bands put videos on YouTube after all, isn’t it?
The role of social media. It started with MySpace. THEN YOUTUBE’S CLICK-TO-BUY DIRECT THROUGH ITUNES TURNED WHAT USED TO BE A COPYRIGHT INFRINGEMENT INTO A SALES TOOL. now Facebook PAGES ALLOW YOUNG PEOPLE TO CONNECT WITH OTHER FANS OF THEIR FAVOURITE ARTISTS. But it’s Twitter that’s REALLY revolutionised the way young people perceive artists. No longer are celebrities this rare breed that co-exist with us mere humans - they are normal, just like us, and are becoming more and more accessible online. We can follow their every move, look at their personal photos and have an ever-growing feeling that we know them. If this isn’t band marketing at its best, we don’t know what is. Keeping young people aware of an artist through their online brand presence is the best tool to encourage them to keep buying music from their favourite artists... or should we say new best friends??
Written by Tom Stevens
Written by Lauren Walker 30
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my This autumn was the launch of Revolution Bars’ app ‘My Revolution’. The clever piece of app development allows the user to check into any Revolution around the country, RSVP to events, book tables and even book cocktail master classes.
the app has received rave reviews in its first few months of being active. ‘My Revolution’ combines location based “check-in” with the opportunity to win a prize. Another aspect of the app is
rewarding loyalty as users earn points for every check-in and every Revolution event attended. These points are posted on the local and national leader boards with the highest local scorer becoming the Lord or Lady of their local bar and get to eat free every day. If this wasn’t awesome enough, the national leader will be crowned the King or Queen of Revolution and win the prize of a trip to Las Vegas! The app currently holds a five star rating on the Apple app store, and there is no shortage of positive words to support the app (especially in our office to
be honest). The reason we love it so much is because we found it naturally, not through trade press - it’s a genuine app that rewards its customers with FREE stuff, not just money off to get you through the doors. And the app offers exclusive deals that other people can’t just get from the website another bonus for signing up for the app rather than just being on the mailing list. Revolution is definitely ‘Revoluton’-ising how apps are being used for major entertainment chains in the UK so pat yourselves on the back Revolution! WWW.FORCE-7.CO.UK
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down and out
Research in Motion’s BlackBerry has a considerable reach and impact on the everyday lives of people WORLDWIDE.
When BlackBerry services went down last month has that had a lasting effect on its users? The services offered by BlackBerry were perhaps once seen as the businessman’s choice but now it is evident that this communication device is penetrating all different market segments – especially amongst young people. Young people are relying on their BlackBerry to speak to their friends, maintain their social networks and, in effect, run their whole social life.
This negative publicity seems to have had an effect, with apparently unprecedented numbers of people trading in their BlackBerry for the new iPhone 4s. However, can we learn from how well BlackBerry understand their market? The offer of 3 free apps seems to have eased a lot of the negative feeling amongst young people – perhaps a simple lesson in service failure and recovery there?
Amongst young people the use of BlackBerry is perhaps on the rise due the ability to use BlackBerry’s messaging service (BBM) whether or not they have credit, one of BlackBerry’s stand out features is the relatively low cost of a device in comparison to some its smartphone competitors.
The reaction to the Internet service outage was well publicised from national newspapers to blogs condemning BlackBerry for its failings. Young people took to Twitter in their droves to make sure that the issue was a trending topic for over a week. Written by Ethan Gibson
Name: Wendy Hill Age: 23 Job Title: Marketing Executive Random Fact: National U25s double rinks champion Thoughts: As a BBM addict, when I realised, a month ago, that I couldn’t update my BBM profile or ping my friend, it dawned on me that I didn’t even have his mobile number! I was so frustrated, I didn’t care about email but BBM was unforgivable! 3 free apps later, all was forgiven…
37.4% OF 16-17 year olds ARE currently UNEMPLOYED
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You would think a degree would be enough to sell yourself to an employer, especially if you have gone that one step further and bagged yourself a master’s degree. Sadly, it’s just not that simple anymore. Even after achieving a master’s degree, many students still find it impossible to find full-time or temporary employment. So what to do? Internships? Work experience? These are all fantastic ideas, especially as the unwritten rule seems to be the more experience the better, but does this mean that a degree has decreased in value over the past 10 years?
That’s funny, because I swear tuition fees have just taken a hell of a rise. Pay more and receive less? What a deal! If experience is a crucial ingredient to your CV, then is uni worth the time and expense? What if we plunge time and money into experience for 3 years instead?
something of themselves in the business world, even if their qualifications aren’t shining quite as bright as others. Lord Sugar will invest £25,000 into the winner’s future. Although this is an extremely pressurised version of an internship, there are often local schemes that are available to students who are not Lord Sugar’s no.1 fan. Experience turns into success, and these kids haven’t even set foot onto a university campus! Internships and work experience schemes are a great opportunity for young people to learn about the industry they would like to work in. These schemes are often unpaid, but it’s a valuable experience you are likely to appreciate when it comes to updating your CV. Some would argue this is unfair justice to the whole point of a degree. Surely working hard for 3 years in a specific field should be enough to prove you’re worthy of a job? But then on the other hand, should employers have to invest money in someone who could potentially not deliver industry standard work? It’s a trial, a warm up, a preliminary to get you ready for the rest of your working life. It may not be fair, but that’s the game these days.
Name: Cassie Debry Age: 21 Job Title: Junior Creative Random Fact: Loves baked beans, but can’t chew them or eat one on its own. Thoughts: When I graduated from the University of Leeds I had a grand total of zero job offers, which was brilliant! I was fortunate enough to get an internship at Force-7, which after 10 weeks led me into full-time employment in the creative industry. If I hadn’t taken this opportunity for experience I’m not even sure I would have a job right now! I regret not finding work experience sooner, as it’s such an eye opener to see how the industry works.
Programmes such as BBC’s Young Apprentice give young people the opportunity to make
Sources: www.guardian.co.uk and www.parliament.uk
A fifth of recent graduates are unemployed - the highest proportion in more than a decade (The Guardian).
Written by Jo Fairbanks
Seven CREATIVE trends currently taking the youth market by storm
Black and white This has been a huge trend, particularly evident in album artwork. The simplicity of the imagery juxtaposed with the coloured type grabs attention, reflecting the opinions of young consumers who are attracted to simple designs, with one key image and a clear message. This trend has appeared with a variety of colours, but reds and yellows have been particularly popular with the youth demographic.
A QUARTER OF ALL CHILDREN
OWN A NINTENDO WII DO YOU SUFFER FROM
PETER PAN SYNDROME?
TERM USED TO DESCRIBE AN ADULT
WHO IS SOCIALLY IMMATURE OR ONE WHO WANTS TO STAY
#wheniwasyounger I SCORED
AN EPIC GOAL AT
THE MATCH LAST NIGHT ...
REALLY? WELL I SCORED
A HAT TRICK AGAINST MAN UTD, WRESTLED A BEAR TO DEATH AND
SAVED THE EARTH FROM
AN ALIEN INVASION!
ARE YOU A ONE UPPER? WHAT IS THE NAME OF THE NEW
AUGMENTED REALITY APP
THAT IS DUBBED TO WIPE OUT
Winter knitwear patterns The embarrassing patterned jumper your nan knitted for you every Christmas was the subject of ongoing torment – a cheesy festive pattern you would never be seen dead in. Oh how times change – young people can’t get enough of this stuff right now - ski-inspired knitwear is everywhere, from chunky cardis and jumpers to snoods, mittens and knee high socks! Perhaps a nod to ‘Peter Pan Syndrome’ – late teens and 20-somethings just don’t want to grow up.
ILLUSTRATIVE Infographics Want to get a message to young people – those teenagers who are always using social media, being bombarded by advertising messages, but have a limited attention span? Use an infographic. Their bold, clear and simple style grabs attention just long enough to get all of your brand information and key messages across. No wonder infographics are popping up everywhere at the moment! 36
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blippAR! WHICH COMPANY
122ND BIRTHDAY? 122 TODAY!
THE THREE MAIN THINGS A STUDENT’S
FIRST YEAR AT UNI CONSISTS OF
UNDER 10’S OWN
WHY DID NEIL FROM
THE INBETWEENERS STOP BELIEVING IN GOD?
Uni style typography
7 more worth a mention:
This typographic style resonates with the youth market across a variety of levels: those currently at uni and are part of the incrowd of the trend; those who are younger but aspire to be a uni student and part of the inner circle, and those who have been to uni already and reminisce about their student days. There is also an American tone to the style, appealing to those who crave the typical American High School what-you-see-in-films Glee-type lifestyle.
Great Britain Despite the economic climate and the poor media portrayal of British society, young people are still in high spirits about our country and can’t get enough of all things British. From street parties for the Royal Wedding to preparing for London 2012, young people are on board, with shows like Made in Chelsea becoming huge hits. Translating into design; interiors and prints are heavily rocking the Union Jack trend, as well as the Keep Calm and Carry On style being applied to virtually everything!
Experiential MARKETING Gradually on the rise over the past few years, brands are now assigning huge portions of their marketing budgets to this fastgrowing technique. The reason is simple – young people will remember a brand message more easily if they have experienced it, rather than just seen an ad for a product. Cue flashmobs, piano stairs, flying contests, giant condoms and vending machine trucks – creativity knows no limits.
VINTAGE STYLE PHOTOGRAPHY
Minimal web design due to increased use of mobile sites amongst young people.
Neon colours to grab attention in both fashion and advertising.
3 Circus style typography, particularly evident in this year’s freshers materials. 4 Hand-drawn, expressive artwork, from print to fashion to film promos – something different and unique to draw young people in.
Saturated photography, such as GHD’s ads featuring Katy Perry – high-end and exclusive, young people love celebrity culture and a taste of the glamorous lifestyle.
6 Pastel colours, giving a particularly young tone to design ordinarily, but being strengthened up by juxtaposition – leather in fashion, heavy black brushstrokes in print, bold typography online. 7 Digital, over-airbrushed effects in photography, blurring the boundaries of reality, gaming culture and animation.
If there’s one thing that young people want, it’s to be unique and individual. Whilst many try so hard to be different that they end up becoming clones of one another in the high street’s take on vintage, there are a lot of teens rocking truly original, vintage pieces that sets them apart from the crowd, perfecting their look in charity shops and with handme-downs from family members. The look is evident in print and other media too, with the latest craze amongst young people being to instagram every aspect of their life and post it to Facebook – a cool look and effect that everyone loves, but it defeats the object if everyone is doing it! WWW.FORCE-7.CO.UK 37
e lif t n e stud OR ve? fi o t e nin
Take one school, two friends, “peas in a pod”. before you know it, school is over and they take two different paths to get into their chosen careers. Phil gained practical experience through Young Enterprise, ditched the idea of Law to run his own business and setup Force-7 at the age of 16. 38
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Lucy just graduated from Northumbria University with a degree in journalism. She knew she could only gain the qualifications and skills she needed at university.
So what does Phil wish he hadn’t missed out on and what does he smirk at thinking he got out of? What does Lucy miss and what does she sigh at wishing she didn’t have to deal with?
about. I’ve had to work harder to bring up my skills, knowledge level and experience in my own time and through building strong relationships with clients.”
LA: “The amount of debt is a
negative, and is likely to put a lot of people off, especially if the degree does not help you get closer to the eventual job you desire. The hangovers?... Not sure that’s a valid negative!”
Name: Philip Batty Age: 21 Job Title: Director Random Fact: I’m addicted to Diet Coke and currently seeking help from anyone who’ll listen Thoughts: 21. Self-employed. A great team behind me. I wouldn’t change it for the world. I really do wake up each morning knowing a new experience is heading my way. I love working in an environment driven by the youth market. It’s dynamic, energetic and full of surprises. What more could you wish for in a job!
What do you love about your choice? LA: “My favourite things about
being a student include the late get-ups, spending loads of time with friends and making new ones. Student lifestyle in my opinion is relaxed, sociable and independent.”
“I couldn’t imagine not having the freedom and variety that comes with being my own boss.”
What negatives have you had to overcome? PB: “I had to prove that just
because I was a kid didn’t mean I didn’t know what I was talking
What have you learnt from the path that you have chosen THAT the other PERSON wouldn’t have? PB: “A student thinks a 10,000
word dissertation over 3 months is massive, whereas in an agency that’s just a standard report you might have to develop over a few weeks. Also you can never switch off. Smartphones mean you literally are always ‘at work’.” LA: “University has developed my writing skills and style, made me aware of the law and practice of the journalism world, made me organised and diligent with my work and offered me some great work experience opportunities allowing my work to be published.”
Sum it up! PB: “I’m not going to lie, I have
wondered, ‘was I missing out?’ We have lots of University graduates at the office who speak of their time “studying” as the best experience of their life, and do I get jealous when I see photos of their student antics filling my Facebook news feed - yes, they’re my friends and they’re all over the UK having fun. That said, would I change my decision? - Never! Over the last three years as my friends have sat exams, drunk themselves stupid and learnt how to cook, I’ve had the opportunity to work
with exciting brands, drink and socialise with new friends or colleagues and learn how to cook myself (sort of!).”
LA: “University has set me up
in many ways; learning to live independently of your parents is a big part. It also helped socially in meeting new people, learning to make contacts and ‘network’, it also helped with my self -motivation and organisation, there’s no one there to push you so the degree you get at the end is all down to you and how hard you work. That all definitely helps for the working world where you have to give your all and really work hard. It also gave me the right qualifications; can’t forget that bit!”
Name: Lucy Adcock Age: 21 Job Title: Journalist Random Fact: I believe I’m dating the next potential Steve Jobs! Thoughts: I am interning at the moment at a press office. I want to go into the fashion magazine industry and hopefully become a Fashion Assistant. Unfortunately it requires a lot of work experience, but I’m working my way there.
Sources: The Drum
QR [Quick Response] codes have become more popular of late with the ever-increasing number of smartphones and smartphone users. Pepsi have been using them for a long time on their bottles before they hit the ‘mainstream’ but the use of QR codes has now found a place on TV programmes and adverts as well as traditional printed media. It seems like everybody wants a QR code to appear somewhere in their advertising, without really considering how the end-user is interacting with this technology.
72% of 11-18 year olds either don’t have the software required to read QR codes or aren’t aware their phone can read them. 19% DON’T EVEN KNOW WHAT A QR CODE IS. A new service has come into the forefront of smartphone based 40
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advertising of late, called Blippar, which allows users to interact with printed media using an ‘Augmented Reality’ style smartphone application. It is an impressive piece of software but it is likely that even less 11-18 year olds are aware of this application’s existence than they are of QR codes. Blippar certainly brings a new dimension to this style of interaction, far surpassing the simple link a QR code allows, but if your customers aren’t aware of either of these interactive elements, it may be that they have no place just plonked onto some pre-existing artwork without any explanation or noted benefit to the customer. It seems that although these interactive additions are a great marketing technique amongst those in the know - other marketing professionals - the general market, and especially the youth market, are mostly in the dark about the benefits these technologies can have.
Written by Steve Jefferson
Our advice? Don’t bother using QR codes or Blippar when targeting young people - they simply don’t have the reach required and don’t gather the response most clients are looking for. Of course there are exceptions, so there’s no harm whacking one on your poster, but don’t expect earth-shattering results. One thing to remember if you do choose to include QR / Blippar in your next campaign though: Users will expect something exclusive. They have gone to the effort of scanning the code, so they will be after something special that they can’t just get from your website or your Facebook page. If someone loves your brand enough to scan the crazy code they don’t even understand, surely that deserves some sort of special reward?
We’ve created this QR just for you marketing types scan THE OPPOSITE PAGE now!
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OnLive has been hailed as the next huge step in gaming. It is a service that allows you to play games instantly. No downloads, no discs, just straight into the action. With an OnlIve account you have access to hundreds of games on a PC, Mac, HD TV (with an OnLive Console) or an iPad all via your Internet connection. Essentially, you’re streaming a game from the Internet, much like you would a video on YouTube or music on Spotify. The only real limitation involved is the speed of your connection. The service allows you to preorder games, play demos and also ‘rent’ the title for a number of days, all within a few clicks in the OnLive client. You can also pay a monthly fee which gives you access to a selection of classic games as well as savings on new games. Other than playing the games, there are many other ‘social’ aspects to the service. You are able to record ‘brag’ clips, which are a ten second long videos of your games, which you can share on OnLive itself or post to your Facebook wall. You can also watch other players who are streaming games and chat with them while they play and like/ dislike fellow OnLive gamers. There seems to have been a
lot of buzz about the service, particularly on Twitter, and a lot of YouTube adverts have been popping up in recent weeks but the main question is; how will this affect the retail games industry?
Essentially, you’re streaming a game from the Internet, much like you would a video on YouTube. Obviously, the ease of purchase without leaving your home or getting up off the sofa to change a disc will appeal to the lazy amongst us but the inability to trade in any OnLive games will stop a lot of people using the service to purchase new, full price games. £40 for a new game is something not many people can afford very regularly, and the savings involved in tradin in old games is what helps a lot of people keep up to date with new releases. The exciting prospect of OnLive for marketers? The increased reach for in-game advertising due to the huge amount of people signing up to this new online gaming network.
Written by Colum Harkin
Name: Steven Jefferson Age: 29 Job Title: Design Champion Random fact: Used to be in a signed metal band. Thoughts: I signed up to OnLive the second someone mentioned it on Twitter. Before I knew it I’d preordered a game, ordered a console and started a monthly subscription! I think it’s definitely a service that a lot of games companies will want to port their games into but I don’t think any high street/online retailers have anything to worry about. WWW.FORCE-7.CO.UK 43
NEETs are just chavs on street corners, right? Wrong. According to new research, travelling the world is on the rise amongst the youth demographic, including NEETs, so if you need to reach this tough audience, why not promote your brand on travellers websites, hostel websites and student message boards? The 1 miillion NEETs in the UK are a diverse group after all - many will step out of that 1-mile localised radius!
the snap year
Written by Laura Duffy
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With almost 1 million 16-24 year old NEETs currently in the UK, limited university places and a distinct lack of jobs, it’s no surprise that the number of young people opting for time out abroad is on the rise.
head off for 12-months with a one-way plane ticket and a belly full of adventure, the latest trend to emerge is the snap-year… A condensed package of the world’s highlights crammed into a few short months.
It was expected that there would be a dip in the number of school and college-leavers taking a gap year this year, with everyone racing for a place at uni before the tuition fees get bumped up to £9,000! But with record numbers of university rejects and no jobs to turn to as a back up, the number of under-24s heading for brighter shores is rising dramatically – but not in the traditional way.
The snap-year’s main difference from the gap-year? Planning! With limited time to see all the sights and no chance of working on the move when funds are running low, every detail needs to be planned before the trip begins – how every minute and every pound will be spent needs to be addressed, to make sure those three or four months are crammed to the max.
With limited time to see all the sights and no chance of working on the move when funds are running low, every detail needs to be planned before the trip begins The age-old gap-year is no longer the norm, with shorter trips and volunteering packages quickly picking up speed. While many young people still don the traditional rucksack and
Planning this sort of trip is an achievement in itself – one which should not be overlooked. More and more employers now see the benefit of young people taking time out to travel and recognise the skills that the planning of it helps to improve. 85% of recruiters believe that experience is more useful than a non-vocational degree in today’s society, so it would seem that there is now no better reason for anyone struggling to find a job or to further their education, to get a bag packed, a ticket booked and head to some exciting corner of the world to broaden their horizons and work on those employability skills!
Name: Beccie Deighton Age: 24 Job Title: Creative Manager Random Fact: Scared of screwdrivers Thoughts: I worked at an American summer camp for 3 months followed by a 4 month trip to New Zealand, Australia, Fiji and Thailand. Through planning my trip, various skills were improved, such as time management, budgeting, prioritizing, and pulling things together – all now key parts of my role as Creative Manager at Force-7. I learnt so much about myself whilst travelling, becoming much more confident and independent, that I am now the right fit for this role – I couldn’t imagine the shy, quiet girl I was before I went away doing half the stuff I do now! Travelling completely changed me and I would recommend it to anyone!
WITH LOVE FROM
SEVEN OVERHEARD Thank you for taking the time to read, challenge, debate and contemplate the content of this edition of SEVEN. As always, we’ve had a great time pulling together the musings of a generation. From youth unemployment to the poking habits of today’s Facebook users - it’s all here in black and white. SEVEN is only made possible by the contributions of young people. If you’re a budding writer, a frustrated creative or a magazine editor in the making - please get in touch. We’d love to get you on board. If you work in marketing and would like to know more about how SEVEN is produced or the team behind the publication, please give Force-7 a call and we’d love to pop in for a drink and a catch up. That’s all for 2011 and we’ll be back again in 2012 for more gossip, drama, facts and insight about this rapidly changing generation. SEVEN x
firstname.lastname@example.org @force7tweets www.force-7.tumblr.com Facebook.com/Force7 46
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While we’re out of the office we often indulge in a sneaky eavesdrop into what young people are chatting about.
These are some of our favourites…
Am I too old to be McFly’s biggest fan?
Well she poked me on Facebook so we’re basically in a relationship.
Ever get the feeling you’re a 21 year old stuck in a 40 year old’s body? Are chavs still dead hard if the socks their trousers are tucked into are baby pink with polka dots?
I can’t wait to wear my new mittens, I bought them especially for bonfire night!
You’d be well gutted if you were in Louis Walsh’s category!
My boss wants me to shave off my beard – do you reckon I can pretend I’m doing Movember all year round?
Disclaimer: SEVEN is produced by Force-7 Ltd, with the support and contributions of young people. The magazine uses both original and shared sources of factual information on which articles and content are based. Where external sources have been used they have been appropriately referenced. All information remains property of the originator and any sources missed will be appropriately rectified in subsequent editions. No part of this magazine may be reproduced without the prior written permission of Force-7 Ltd.
See your target market through our eyes. As an agency run primary by 16-24 years old, Force-7 provides a fresh, informed and intuitive approach to engaging your target audience. We are a youth communication specialist, able to fulfil any brief from creative executions to research and consultancy briefs. Our work is innovative, we think differently and we react to the changing needs of the generation around us.
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We are 01482 223883 @force7tweets
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© Force-7 Ltd 2011