Young Blood - The New Australia (2019)

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EXPLORING THE CULTURAL IDENTITY OF YOUNG AUSTRALIA

Who are we?

We’re not what you’d expect.

We’re not just from round here.

We’re not limited by our location.

We’re not holding onto the past.

We’re taking responsibility.

We’re fighting to be seen.

To be heard.

For what we believe in.

We’re fighting for change.

Who are we?

We’re the generation defining

our country’s future.

We are the new Australia.

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Foreword

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Brand Insight

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About

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Contributors

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Abstract

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Methodology

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Introduction

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Part One – A Case of Mistaken Identity Reshaping the Aussie Stereotype

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Part Two – Under Pressure Passions, Fears and the Definition of Success

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Part Three – Changing Priorities Apathy, Activism and the End of Nightlife Culture

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Part Four – A New Playing Field Sport Culture, Representation and Individuality

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Part Five – To Buy or Not to Buy Experience, Influence and Fashion

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Part Six – Putting Their Money Where Their Mouths Are Food, Consumerism and Brand Ethics

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Part Seven – A World Made for ‘We’ Technology, Ambition and the Future

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Brand Take-Outs

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Thanks and Contact Us

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Foreword It’s hard to vocalise what Australia is and what makes it different from other Western countries.

Australians have spent years listening to the world telling them who they are but as those of us living and working here know the stereotypes are just not representative of modern-day Australian youth.

As a nation, we have crossed so many cultural boundaries to create a unique melting pot of ideas and influences, combining with our own coming of age in terms of a new identity. They may be caught between the influence of the UK, Asia and the US, but young Australians seem to finally be mindfully picking and choosing their influences and coming into their own. I know this first hand and from both sides of the world. Born in Perth, like many young Australians, I chose to travel to soak up cultures and experiences afar. I worked both agency and brand side, latterly as Head of Culture at Red Bull in the UK, only to find Australia calling me back…

So, this hasn’t been an easy task for our young people. Even within music, despite the growth of Australian rap (where the influences are clear) we don’t have our own sense of genre or sound which makes it difficult to put back into a global property. This permeates out wider than just music. The whole Australian youth audience is at an interesting junction where it finally has a chance to tell its own story and see where it fits into the global youth audience.

Knowing our consumer is the most important thing we do. Without it, we would be constantly chasing our own tails. Genuine insight with no angle has always been hard to come by and this is especially true for Australia where we have previously relied on small or geographically limited data samples, or general youth research from other countries.

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None of these are good enough and we should not accept them. Delving into the national and local identity of the audience, understanding what motivates them and why — this is what Young Blood brings us. This is a cultural snapshot that is more than just data. These are stories of real people, their individuality and their humanity, overlaid with the cultural factors that help form the identity of the Australian youth.

Young Blood: The New Australia is one of the first steps in helping us to understand how the youth in this country see themselves. It will start building their identity in our minds, getting us closer to understanding trends and help form part of the fabric of understanding that will connect us to the very people we are most trying to engage with.

Andrew Ashbolt State Marketing Manager, Red Bull

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Brand Insight For brands, knowledge is power. It’s all about understanding your audience on a deeper level, from shifting social attitudes to the changing consumer landscape. We asked two experts for their thoughts on what this research will mean for them and how they perceive the situation for young people in contemporary Australia.

Build the bigger picture

Find real depth

This research is important because it cuts to the chase, and provides an unadulterated snapshot in time with an influential, and often misunderstood, demographic. How can brands hope to create a connection with our youth before first asking what matters most to them?

Broad stroke labels have created a pseudo understanding of this cohort when there is so much more complexity than we can imagine. Born into a world of connectivity, fluid immigration and economic crisis, these dynamics challenge homogeneity.

Make connections

Young people the world over are the new consumer powerhouse – the US predicts Gen Z alone will represent 40% of consumers by 2020, while in Asia Pacific the ‘millennial’ generation is expected to have the largest spending power ever!

Giving marketers a peek inside the heads of Australia’s most connected generation is invaluable, allowing brands to make meaningful connections and understand needs beyond merely selling products and services.

Encourage research The societal, political and economic factors impacting Australian youth today are vastly different from previous generations (or even those just five years younger).

Knowledge, after all, is power. I think the Young Blood research will empower my colleagues and I to act boldly, while ensuring that truth and authenticity remain at the heart of everything we do.

Kurt McGuiness Public Relations & Brand Experience Manager, VOLKSWAGEN Group Australia

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Go beyond preference Brands are facing more competition than ever before as consumers wrestle back purchase power. Brand preference is ever more challenging because people expect more – it’s not enough that your product does what it says on the tin.

Build dialogues not demands To win this new consumer they have to identify with you. That is why understanding our audience beyond a demographic and media behaviour, with a move towards cultural significance, is imperative.

Young Blood is a ‘way in’ for brands to challenge that status quo, to stand up and out of their routine and build relevance with a diverse audience base that will ultimately decide their on-going success.

Natasha Wallace Strategy Director, Mindshare

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About the Agency We are Amplify. We put the audience at the heart of what we do, starting with real people, not demographics. We join the dots between people, brands and culture for some of the most innovative and progressive brands in the world.

In 2018 Amplify set up shop in Sydney with Google as its founding client, and we have gone on to deliver work with YouTube, Beam Suntory, Campari, Nike and Spotify.

To find out more about how we think and do, head to www.weareamplify.com The Young Blood Series Young Blood is Amplify’s ongoing and evergrowing platform, exploring and celebrating modern youth culture. As an agency it’s vital we’re at the forefront of the inspirational but evolving attitudes of youth. While we deal with a breadth of audiences, it has always been the younger fans that we look to for insight, creativity, collaboration and to see what’s next.

The original Young Blood debuted in the UK in 2015. Since then, it has been regularly updated and expanded into a series of white papers, books, talks and films. This insight ensures our work is strategically and creatively stronger.

When we set up shop in Sydney in early 2018, we immediately put the wheels in motion to do an Australian edition spanning ages, location and socio-economic groups. It’s vital brands and marketers understand the nuances for today’s campaigns, and those of tomorrow.

More importantly, it gives a platform to the voices of this thoughtful, progressive and often misunderstood audience. Without a doubt Young Blood makes our work better but it also connects to an important part of our social mission: ‘to connect with, enable and champion young creative talent’.

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We firmly believe this audience gets a hard time, from the legacy they’ve inherited to being described in the media as ‘snowflakes’, ‘robots’ or ‘enfeebled’. It simply doesn’t tally up with what we have seen overall from such a positive and pragmatic set of individuals. Young Blood serves as a platform so their voices can be heard.

Gareth Davies Managing Partner, Amplify (Australia) gareth@weareamplify.com +61 426 897 910 About the Author Krupali Cescau, Brand Director at Amplify, has been pioneering the exploration of global youth culture through the Young Blood platform since its inception in 2015. She has used her insight and strategic background to help some of the biggest brands in the world meaningfully connect with this ever-changing audience.

She is a regular speaker and panelist at brand, marketing and youth culture events. You can find her musings on future trends, ethics, culture and activism across trade press and the internet.

Krupali has been living in Australia to get real cultural context and to understand the climate that young Aussies are growing up in. She is always happy to talk about anything Young Blood related: krupali@weareamplify.com

About the Young Talent fully manual Fujica SLR camera which his father handed down to him, while reading a thick book on the basics of photography that his mother bought him from a second hand thrift store.

After taking a liking to house music and nightclubs, Patrick figured he could borrow his older brother’s digital camera and get a media guestlist spot at clubs via the website inthemix.com.au.

Gabriel Morrison — Director The son of two South African first-generation migrants to Australia, Gabriel grew up on the island of Tasmania but was lucky enough to travel globally with his parents. It was on these travels that he first picked up a disposable camera, which led to a passion for filming his mates surfing the rugged coastline of their island home.

After school, he backpacked through South America, Africa, and Europe documenting the experience, before moving to Sydney to study at the Australian Film, Television and Radio School.

There he began to develop his style as a director and to find a strong narrative voice. He believes in engaging an audience through creative narrative, be that in music, video, commercial, documentary or short film. In 2017 he launched Lucid Cinema, an independent production company, with Cinematographer Nicholas Jansz.

He quickly formed many friendships through clubs around Sydney, and started working as the resident photographer across multiple clubs four days a week. Soon enough he was buddies with some of the finest local DJs and bands, and started touring around Australia, shooting in an official capacity with festivals like Big Day Out, Parklife, Splendour in the Grass and Listen Out.

Ryan Formosa — Photographer Ryan Formosa is an up and coming adventure and landscape photographer based in the Adelaide Hills of South Australia.

“Being able to capture the world around us in your own way is incredible. Then once you share it around and you can see the pure hype and stoke other people get from the image… that’s what it’s all about. Making other people get excited to get out.”

Pat Stevenson — Photographer Born and raised in Sydney, Australia, Patrick took to photography in his late teens. He’d run through countless rolls of film on an old-school

Ryan is currently rebuilding and converting an ‘86 Mitsubishi L300 4WD van into the ultimate touring vehicle, planning to travel and shoot Australia.

It is a project that will take some time, but Ryan is determined to be on the road by the end of 2019.

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Contributors Jacinta Lal, 24 — Brisbane “I see myself as someone who has a huge sense of humour — I literally laugh at anything! I like to set big crazy goals and and I’m super competitive. I enjoy the outdoors, feeling free, being creative, dancing and spending time with my sisters.

I am passionate about people realising their selfworth and I hope my tracks can inspire at least one person. That would make me very happy.”

Bronson Richards, 19 — Perth “I’m a fashion model, that loves creating. I have my own brand, YouTube videos and even music coming!”

Jon Santos, 26 — Adelaide “I am a producer, musician and DJ from Adelaide, South Australia, also known as Strict Face. I have released music on NLV Records and Local Action.”

Bibi Nellia, 19 — Darwin “I’m currently a uni student, studying nursing and I work as well. In my spare time, I enjoy browsing through social media, watching shows, cooking, reading, and I recently decided to start doing YouTube so I can make videos that can entertain people and make people laugh. In the future I see myself travelling the world and exploring many different things, and I also see myself helping many different people because that is one of my passions.

My goal is to become the best me that I can be, to succeed in many aspects of my life, to live my best life, and to bring light into other people’s lives.”

Violette Kirton, 23 — Sydney “I am an emerging artist and curator from Sydney, currently studying at UNSW Art and Design. I am also a co-founder of Sydney arts collective YMO Projects (@ymoprojects).”

Elijah el Kahale, 25 — Sydney “I am a photographer, mostly known for my work in art, Toby Anagnostis, 22 — Hobart/Sydney portraiture, fashion and close-and-personal editorials “I was born in Tasmania, grew up in Newcastle of my own encounters. Though I am beginning and now live in Sydney working as a to explore/revive other talents and mediums, musician and disability support worker.” photographing people (especially within the world of fashion) is mostly at the core of what I do.”

Sunnie Fong, 22 — Guangzhou/Sydney “Raised and born in Guangzhou China, Rhys John Kaye, 29 — Brisbane I moved to Australia four years ago. I’m a fashion “I am an Australian artist currently based in design student currently studying at UTS. South Korea, who began painting graffiti at I just started my handmade jewellery business the age of 13. After studying fine art and art in March 2018. I love recycled fashion.” history in Australia, I relocated to Copenhagen where I developed an approach to painting that Indiah Money, 22 — Melbourne combined my formal education and appreciation “I am a queer (them/they) Wiradjuri person, for fine art, with an abstract approach formulated studying Australian Indigenous & Gender Studies through my experiences related to painting at Melbourne University. My poetry and artworks graffiti. My paintings have been exhibited all have strong recurring themes including colonialism, over America, Europe, Australia and Asia.” assimilation, skin colour, gender, mental illness, sexuality, climate change, stolen generations and Shelly H, 27 — Melbourne identity. I have had work published in The Rabbit “I am a residential support worker and film Journal and Under Bunjil, given a reading at the photographer/stylist. Supporting members of Wheelers Centre for Alison Whittaker’s book, the Melbourne western suburbs community Blakwork and been part of the Emerging Writers facing homelessness and mental illness; working Festival in 2018. I am also a visual artist who has toward outcomes of recovery and independence. had work shown in the Koorie Heritage Trust annual I am known for my film photography and show. For Yirramboi 2019, I was one of the artists styling and am passionate about showcasing involved in the show ‘dis rupt’ at Hamer Hall.” classic streetwear, cars, buildings and the minutiae of a disappearing suburbia.”

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Abstract

“I have multiple friend groups that each have their own purpose.

Most of my friends give me the motivation to do what I want to do so I try to see them as much as possible.

They push me to achieve my goals.”

Bronson Richards, 19 — Perth It is rare that a common thread connecting such a wide scope of research presents itself so strongly, but that is exactly what we found here. Young Aussies’ values, attitudes and behaviours seem to be driven by a core need for human connection.

As self-confessed tech obsessives, they aren’t just retreating into the digital world, they are using it to help organise their social lives, connect with their global family and to make real-world connections. 7 out of 10 use technology to facilitate physical meet-ups.

As environmentalists, they are using nature to reconnect with themselves, in order to recharge mentally and physically. 7 out of 10 feel they are the generation that has to take responsibility for forcing change when it comes to the environment. They are encouraging each other to be sustainable and take responsibility.

As activists, they are using global political causes to connect with like-minded peers around the world in the conversations about their future.

Nearly 80% say they will do everything they can (petitioning, donating, writing to policy makers, etc.) to highlight issues they care about.

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As foodies they are using social eating as a reason to come together and connect with their friends.

1 in 3 say they would rather spend their time and money dining out with friends than drinking with them. The quality of the interaction they have with their social circle is vital and they want to have meaningful connections to foster strong relationships with them. This is why they are grateful for their families. Almost half said they felt passionately about having strong relationships and see this as a sign of successful living and a way to stay mentally healthy.

As open-minded and liberal thinkers they also want the great variety of people that make up Australia to feel represented and connected.

Nearly 80% feel that beauty comes in many shapes, sizes and colours and they want to see that reflected back to them in the media.

Finally, they want to connect with brands in the same way; physically, immersively, digitally and in a way that highlights their shared values. After price and quality, 2 in 3 feel experiencing a brand or product before they buy is the most important purchase factor.

Methodology From mid-January to mid-June 2019, we ran a mixed methodology approach to tap into as much of mainstream Australia as possible for stages 1 and 2, while focusing on a more creative, forward-looking audience to bring the findings to life in stage 3.

Respondents were paid a standard fee corresponding to each stage.

STAGE 1: Desk research using media reports, opinion pieces, government and NGO data and analysis, as well as documentaries/stories and conversations with those involved in Australian youth culture.

STAGE 2: Nationally representative qualitative research of a robust, random sample across Australia.

Breakdowns by gender, age, region, city and socio-economic group.* Total participants: 2,008 respondents Breakdown by gender: Male – 760 Female – 1,240 Other – 8 Breakdown by age: 489 x 18-21 538 x 22-25 981 x 26-30 Breakdown by region: Australian Capital Territory – 27 Western Australia – 217 Northern Territory – 21 South Australia – 158 Queensland – 459 New South Wales – 609 Victoria – 471 Tasmania – 46 Breakdown by city: Adelaide – 152 Albany – 4 Albury-Wodonga – 19 Alice Springs – 9 Armidale – 7 Ballarat – 18

Bathurst – 14 Bendigo – 7 Brisbane – 265 Bunbury – 9 Bundaberg – 16 Burnie-Devonport – 7 Cairns – 13 Canberra – 28 Coffs Harbour – 17 Cranbourne – 18 Darwin – 10 Dubbo – 10 Geelong – 20 Gold Coast – 54 Goulburn – 3 Hervey Bay – 6 Hobart – 26 Launceston – 10 Lismore – 13 Mackay – 8 Mandurah – 11 Maryborough – 3 Melbourne – 358 Melton – 6 Mildura – 7 Mount Gambier – 7 Newcastle – 44 Perth – 192 Port Macquarie – 7 Queanbeyan – 2

Richmond-Windsor – 9 Rockhampton – 11 Shepparton-Mooroopna – 8 Sunbury – 3 Sunshine Coast – 42 Sydney – 404 Tamworth – 10 Taree – 5 Toowoomba – 24 Townsville – 21 Traralgon – 12 Wagga Wagga – 13 Warrnambool – 12 Wollongong – 34 Breakdown by socio-economic group: Higher managerial, administrative or professional – 227 Intermediate managerial, administrative or professional – 289 Supervisory or clerical, junior managerial, administrative or professional – 413 Skilled manual workers – 294 Semi-skilled and unskilled manual workers – 231 Casual or lowest-grade workers, and others who depend on the welfare state for their income – 554

STAGE 3: Qualitative research using video and face-to-face interviews and auto-ethnography, from 17 members of our audience. * Research undertaken by Censuswide who abide by and employ members of the Market Research Society which is based on the ESOMAR principles.

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Introduction

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Introduction

National identity is not an inborn trait. It is essentially socially constructed from ‘common points’ in people’s daily lives; national symbols, language, colours, nation’s history, blood ties, culture, music, cuisine, radio, television and so on. It is a subjective feeling shared with a group of people about a nation, regardless of anyone’s legal citizenship status. In this case it is what differentiates ‘the Australians’ from ‘the others’.

“I was born in Australia and I do feel Australian... but with everything that’s happening with refugees and the last election, I don’t agree with a lot of what Australia does.”

John Santos, 26 — Adelaide Australia’s national identity has always been complex and fractured. Aboriginal peoples and Torres Strait Islanders have systematically been subjugated by policies and frameworks that supported European-based cultural values and an English national language. Languages that were not supported by the state were nearly eradicated during the 20th century. Understandably, many of the Aboriginal population do not identify (or identify less) with the Australian national identity, preferring their own ethnic identities.

“What is being Australian? Especially given that we are amongst stolen land.”

Elijah el Kahale, 25 — Sydney

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Today, the country is a diverse collection of nationalities and cultures come together in an ever-evolving pot of peoples. The removal of the ‘white Australia’ policy has allowed us to align with the economic Asian powerhouses that are our neighbours. Teaching Asian languages in school says a lot about our changing priorities.

4-5 million citizens have dual citizenship, which means the identity of the young is open to being chosen rather than imposed. There is influence from many different generations, cultures and countries. Unifying elements such as sport (specifically cricket and rugby) create a focal point where different people can come together and show support of this nation they belong to.

“My heritage is a love affair of cultures.”

Bronson Richards, 19 — Perth The identity of young people in Australia today can’t be assumed or extrapolated from understanding youth culture in other regions. For too long, Australia has been handed roll-outs from the UK/ US markets which don’t always, tonally or culturally, quite hit the mark. This audience may take notes from the US, Europe and Asia but they are their own people and should be treated as such.

We asked over 2,000 young Aussies to answer the most simple, yet complex question — who are you?

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A Case of Mistaken Identity: Reshaping The Aussie Stereotype 23

MODERN NATIONAL IDENTITY AND THE AUSTRALIAN YOUTH OF TODAY We know that the great Australian spirit is alive and well, but can we understand what values young people think make up the consciousness of the nation? We explored the differences young people think exist between the way the rest of the world sees them, the way older generations see them and the way they see themselves to get under the skin of what it means to be a young Aussie today.

TECH OBSESSED Technology is a relatively new concept to bring into national identity, but to our audience it is the single most important one, with half thinking that older generations and a third thinking that the rest of the world sees them as technology obsessed.

This also aligns with their view of themselves (44%).

“Tech is limitless, it’s exciting… and it’s built to keep you on there.”

Rhys John Kaye, 29 — Brisbane Interestingly, for a group that sees themselves so focused on tech, they spend less money on it than eating out, paying off debt, clothes, travel and hobbies. Only 1 in 10 would consider being tech forward as one of their passions.

18% of our young audience greatly respect or aspire to be like Elon Musk, living legend of tech innovation. This feels low for self-confessed tech obsessives, so perhaps they are looking at social media stars instead? We found that 9% look up to Kayla Itsines, 7% to Kim Kardashian

and 6% to James Charles. It seems that neither the people creating tech or playing the starring role in it are held in the highest regard.

LAID-BACK One stereotype young people felt was consistent across all three groups was ‘laid-back’. Nearly a third felt that this applied to them and the same amount thought the rest of the world would attribute this characteristic to young Aussies. 21% felt the older generations view them as laid-back too.

“Yeah we’re laid back. We’re chilled.

We’re in our own element.”

Bibi Nellia, 19 — Darwin Young people pride themselves on going through life with an easy-going attitude but what exactly do they think makes up being laid-back? The open nature of the descriptor might help explain the next set of stats.

RECKLESS DRINKERS Being laid-back often goes with relaxing and that goes with drinking!

Drinking has always been seen as one of the great Australian pastimes and it seems that even though young people don’t really identify themselves with being reckless drinkers they think other countries and their elders still do.1 Reputations, it seems, are hard to shake.

“The media always comes back to the same stories of drunk young people coward punching someone.”

John Santos, 26 — Adelaide

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Themselves: 16% | Other countries: 29% | Their elders: 33%

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LAZY OR HARDWORKING?

EDUCATION

Another trait often associated with being laidback is not making a lot of effort. Unfortunately, one of the great global stereotypes of young people today is that they are lazy and entitled. So it’s unsurprising that our audience assume that 51% of older generations see them as just that.

30% of young Australians see themselves as highly educated but they don’t feel the global community would agree, and neither would older Australians.3 In fact, they feel previous generations see them as ‘not very educated’ which demonstrates that proximity does not equal understanding and also goes some way to explain the generational divide we see reappearing throughout our research.

Surprisingly though, they think the stereotype still holds true for their reputation with the rest of the world (32%) compared to only 17% identifying with being lazy themselves. They are much more likely to see themselves as hardworking and environmentally conscious.2 “I have two jobs. I work 36-48 hours a week.”

Shelly H, 27 — Melbourne Young Australians respect hard work, so it stands to reason that they dislike people that cheat to win. Even though cricketer Steve Smith and Rugby League player Ian Roberts would once have been the stuff of legends, their disgraced status means only a small percentage of young Australians respect or aspire to be like them.

“I don’t think you’ve really won if you’ve cheated.

I don’t know how good it would feel or if you could be proud of how you got there.”

Sienna Ludbey, 25 — Melbourne

“Education is really important. Whether you get it in a formalised setting or something that’s a bit more casual. It’s important that we feel empowered that we have the skills and tools we need.”

Shelly H, 27 — Melbourne They feel their elders do not have the respect for them that they deserve. Young people often feel misunderstood, underestimated and overlooked, and in turn do not trust the people responsible for their futures. The world is becoming smaller and their futures rely on working with and understanding their global family. They have seen the way previous generations have handled interactions with others, from mistreatment of indiginous peoples to irrational fear of immigration, and have distanced themselves from these attitudes.

In contrast, 9% said they respected or aspired to be like fitness celebrity Kayla Itsines and 6% said soccer player Sam Kerr.

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Hardworking: 37% | Environmentally conscious: 35%

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Themselves: 30% | Global: 13% | Older Australians: 10%

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RACISM AND NATIONALISM The modern young Aussie would not attribute the term ‘racist’ to themselves. Sadly for them, it is one of the top five labels that they feel the rest of the world sees them as (19%). Of our 2,030 respondents, only 6% respect or aspire to be like One Nation’s Pauline Hanson, and only 5% like U.S. President, Donald Trump.

“I copped a lot of racism growing up so I was never really able to cultivate myself as an Australian.”

Elijah el Kahale, 25 — Sydney Australia’s cultural proximity to the U.S. has had a profound impact on politics, and the influence divisive figures are having on local politics is obvious; from Clive Palmer, mining tycoon and former MP, funding hundreds of ‘Make Australia Great Again’ billboards, to the far right’s Neil Erikson taking his lead from American politics.

“Nope. I don’t trust politicians. Everyone is just so corrupt. The media is biased.”

Bronson Richards, 19 — Perth And this is something that is forming national identity. In March, New Zealand saw its worst mass shooting ever, in the form of a terror attack against men and women in Friday prayers at two mosques in Christchurch, perpetrated by an Australian man emboldened by the rise of the far right. The youth of Australia are on a

precipice where the populist right has normalised heightened national security and created a climate of fear and mistrust. They feel it is up to them to figure out how to reclaim the central ideas of tolerance, fairness and respect before Australia becomes another Hungary, Austria or Poland.

“I wouldn’t say the whole of Australia is racist but I have met some racist people.

We have to shape the younger generation — to lead them to the right place.”

Bibi Nellia, 19 — Darwin For the most part, young people are liberal, progressive and globally minded. This shows in the people they most admire; former U.S. President Barack Obama and Prime Minister of New Zealand Jacinda Ardern — both heroes of the left.

They also have great respect for activists who are taking the values they believe in and upholding them; Ruby Rose, actress and LGBTQI activist, Dameyon Bonson, Indigenous and LGBTQI Suicide Prevention Activist and a surprise hero, ‘Egg Boy’ William Connolly, the Australian teenager who egged Senator Fraser Anning.4 Nearly a third of our audience didn’t feel that any of the 20 people suggested (a list that incorporated everyone from global politicians and celebrities, to sports stars, activists and entrepreneurs) were people that they respected or aspired to be like. This is very telling in itself. It suggests that they might be lacking in real role models or that the ones we think are relevant, are not.

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Barack Obama: 31% | Jacinda Ardern: 19% William Connolly: 13% | Ruby Rose: 11%

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Dameyon Bonson: 8%

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“ I think that the idea of Australia comes from this colonial ideology of imported white identities. We refuse to recognise this space as a continent, so I’m not about to identify with Australian culture.”

Indiah Money, 22 — Melbourne

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Under Pressure: Passions, Fears + the Definition of Success

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Australia, the lucky country, has always been seen as carefree and relaxed. Now in our 27th year of growth, with no recession since the 90s, and better education and healthcare than most of our Western counterparts, what could young people have to worry about?

Every day we hear more stories about young Aussies struggling with mental health, opting out of traditional career routes and rejecting the institutions we once held dear. To understand why we are seeing such a rise in anxiety and stress, and a change in how young people want to live their lives, we asked our audience what their biggest fears for the future are, what they are passionate about and how they define success.

FINANCIAL SECURITY Their greatest fears are finances, followed by employment/unemployment.5 They are at the mercy of other people, the markets, technological development and fierce competition. Only 4% see having a degree as a measure of success as there are just so many people in the same boat.

Young Aussies are rightly worried about the world of work. Nearly three quarters have bad memories of their first jobs, having experienced exploitative, abusive or harassing behaviour including economic exploitation (reported by half of the respondents) to unsafe working conditions, unwelcome sexual advances and verbal harassment.

Although as they get older they worry more about finances (presumably as mortgages and families start to appear), fortunately Aussies worry less about employment as careers settle and they have more security.

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Finances: 42% | Employment: 33%

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“Young Aussies work really hard but there are more people looking for jobs than there are jobs.”

John Santos, 26 — Adelaide Despite the stress it may cause, they are passionate about doing well at their jobs (41%).

Though they seem to value personal achievement over financial gain — less than 3 in 10 feel strongly about owning property and only 2 in 10 see owning a house as a measure of success. It’s likely that this number has dropped over the years as property becomes less attainable. Less than 2 in 10 would consider themselves successful if they made a lot of money and the same amount if they had a career. Only 6% think being their own boss would mean they had made it. It’s very telling therefore that 18% just want to make themselves proud.

“I worry a lot. I do worry about finances but at the moment I quit my full time job to pursue my passion so I’ve adjusted my lifestyle a lot and redirected the time I spent worrying about finances to creating things.”

Sienna Ludbey, 25 — Melbourne They also worry about homelessness which can be caused by any number of reasons (domestic violence, accommodation issues, finances, health reasons, etc.). Currently (2019), 116,000 Australians are officially homeless, which is a 14% increase from 5 years ago. And if things do go wrong, social housing is not guaranteed.

Nearly 40% of homeless people in Victoria were refused social housing help last year.

The Australian Productivity Commission Report on government spending revealed the second most populous state in Australia spent just $530 million on low-cost housing between 2017 and 2018, half that of New South Wales ($1.37 billion), and behind Western Australia ($829 million) and Queensland ($629 million).

“I worry about everything.

The future, the unknown — that’s scary.”

Rhys John Kaye, 29 — Brisbane

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PERSONAL GROWTH 1 in 5 young people in Australia worry about never finding their purpose. We found this drive was most important to our youngest groups (18-21) but became less significant as they got older.

It’s not clear whether this is due to them finding it or becoming less idealistic, but we do know 50% feel passionately about achieving their personal goals and this is something consistently important across all age groups. They are looking for meaning in a world where they are often ridiculed for being superficial and fleeting in their interests.

“My brand has grown organically and I want to continue to do that and build something that I’m proud of and that’s really me.

That’s my biggest goal — to stay true to me.

And my second goal would be my own store.”

Sienna Ludbey, 25 — Melbourne They are an outward looking group and although 1 in 3 feel passionately about exploring the world, a quarter look closer to home, feeling strongly about contributing positively to society or their community. It is clear that they are not selfish in their goals — another thing they are constantly accused of.

Civic duty driven from a place of personal responsibility is taking over from obligation that was once imposed through fear of everlasting

damnation. Religion is on the decline with only 14% citing religion or faith as something they feel passionately about. Often touted as the cause of decline in moral values, for our audience, this couldn’t be further from the truth.

They do the right thing because they believe in it, not because they fear the consequences.

“I’ve built my whole brand on Instagram but at the end of the day it is just an app. Being a nice person in the real world is what should come first.

Not getting wrapped up in likes and followers.”

Sienna Ludbey, 25 — Melbourne This level of introspection is why half of our young people think being happy is the definition of success. This gets more significant with age and is an indicator of how they are focusing on things that are within their control. They live in unstable times; university does not mean a job, marriage does not mean happily ever after.

As well as being happy, they consider they will have succeeded in life by achieving their life goals (37%) — again, something that they are defining and are in control of. They are reclaiming the power to decide what makes a successful life for themselves, not buying into the narrative handed down to them.

1 in 5 worry about never finding their purpose 36

PERSONAL CONNECTIONS AND EMOTIONAL SECURITY Another big fear for young Aussies is being lonely, with 1 in 5 concerned about ending up alone despite being constantly connected and surrounded by people. There is a continual stream of information being fed to us about the isolating effects of spending too much time on social media and the health benefits of having friends and family around you.

“The more energy I put to doing things online, I notice I have less energy for my life offline.”

Rhys John Kaye, 29 — Brisbane Therefore, it is not a surprise to learn that half of our audience are passionate about having strong relationships and nearly the same about having fun (47%). Women and those identifying as outside of the binary, significantly over-index on feeling passionately about having strong relationships and looking after their mental health.

“I try to take time off the internet. Sometimes you just have to put down what you’re reading and realise things aren’t so bad.”

John Santos, 26 — Adelaide

Measures of success are also tied to these trends, with a third feeling that having a family is a huge life goal and achievement. Although falling in love, having friends and getting married 6 presumably contribute to this ideal happy, healthy and holistic view of life, they are not significant measures of success in themselves.

“I just feel unproductive when I’m on my phone all day. I could see people instead of talking to them on Facebook or Instagram or Snapchat.”

Bronson Richards, 19 — Perth Young people seem to know what they need to aim for when it comes to a long and happy life but a quarter still worry about their mental health and the same about their physical health.

2 out of 5 told us they were passionate about looking after their mental and physical health, feeding into the fit and strong Aussie stereotype. Less than 2 in 5 worry about death.

28% think having good health makes you successful and conversely only 2% think the same about having a large social media following.

We need to drop the idea that young people don’t understand priorities or know what’s best for them in the real world. This data paints a very clear picture of a group that is aware and ‘woke’.

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Falling in love: 12% | Having friends: 12% Getting married: 7%

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of young Australians believe being happy = success

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STATE OF THE WORLD Mental and physical health are things that young people feel they have some measure of control over, but when it comes to the environment a quarter are worried about the future. It’s no wonder they are concerned about the environment; Australians are the second highest producers of waste, per person, behind the United States. Each hour, Australia sends a staggering 429,000 bags to landfills.

“It makes me really mad. Extinction, trees being cut down. It makes me hate humans. I read we have about 20 years to fix up our actions.”

Bibi Nellia, 19 — Darwin 1 in 3 feel passionately about the environment and sustainability, demonstrating they are actively trying to tackle this problem. And retailers, at least, are listening. Single-use plastic bag consumption dramatically fell by over 80% following a ban by supermarket giants Coles and Woolworths in July 2018 (saving 1.5 billion plastic bags from landfills). Queensland has also imposed a statewide ban. Supermarkets will now work to implement environmentally-friendly alternatives to other singleuse packaging products, like plastic-wrapped fruits and vegetables, in no small part due to pressure from young, environmentally-minded Australians.

“I’m really happy that people are taking steps to make things better. Every step helps. I’ve just bought a KeepCup and I use it every day.”

Sienna Ludbey, 25 — Melbourne

As bigger issues (such as the state of the planet) occupy their minds, only 1 in 10 worry about the global political landscape and less than 1 in 5 about war and terrorism. As we have seen, young Aussies are most worried about employment and their financial futures, followed by mental and physical health and the environment. So you can forgive them for feeling like they don’t get listened to when they find out that the 2019 budget allocated $570m to security agencies to fund counter-terrorism and counter-intellegence operations. These are just not the priorities for young Aussies.

They are more likely to want action to help the people displaced by war and children which have been detained, rather than giving security agencies more powers over the law-abiding public. 3 in 10 feel passionately about human rights.

And this is where we really see the strength and compassion of Australia’s young population. Only 7% fear immigration. They aren’t buying what politicians are selling — fear of war, fear of terrorism and fear of ‘others’.

“I always take time to learn about different cultures and religions.”

Bronson Richards, 19 — Perth

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Less than 1 in 10 worry about immigration

“Immigration is a way for people to self-actualise a better life and I don’t agree that they should be seen as lesser people for that.”

John Santos, 26 — Adelaide

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3.

Changing Priorities: Apathy, Activism + the End of Nightlife Culture 45

BOOZE Drinking has always been a central part of Australian culture; used to celebrate or commiserate, to form bonds or to simply pass the time. Almost half of our young Australians use alcohol to relax and have fun. In a culture where alcohol-centric socialising rules and there is an all-or-nothing mentality to drinking, previously a ‘sober-sometimes’ status has not been understood. But drinking across the world is changing. Its significance as a cultural identifier is morphing and young people would rather show their sophistication through their drinking choices than pick the cheapest way to get trashed.

“I used to be a big beer drinker but now I prefer gin and soda and will only have two or three on a night out.”

John Santos, 26 — Adelaide Education on the effects of alcohol is also readily available, whether young people want to hear it or not. This has directly affected the way they view drinking and drinking culture. 4 out of 10 reported they have never felt pressure to drink if they didn’t want to and half said they have never pressured friends into drinking when they didn’t want to. This is a huge departure from the days where you were viewed with suspicion if you didn’t drink. So you would assume that most young Aussies think drinking culture is changing for the better — sadly it seems that less than 30% agreed with this statement, with 25% outright disagreeing.

We have seen how young Australians feel burdened with the reputation of being reckless drinkers, even though it isn’t a descriptor they would use for themselves. 6 in 10 members of our audience

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said that they, and their friends, were drinking less than they used to. They think about the implications of ‘a night on the beers’ before diving in, with almost half agreeing that they consider the impact of a potential hangover before drinking.

Safeguarding their mental state is as important as their physical state and, in response, clever tech is looking after young people on nights out.

Monash University in Melbourne, has created drugdetecting Sip Safe wristbands that can instantly test for date rape drugs with a drop of liquid.

Across the board though, our research shows about 10% of our audience found the questions related to alcohol not applicable to them, presumably because they don’t drink. This is a global trend and one we will see on the rise in Australia.

“I definitely know people that don’t drink for various reasons; health, because it doesn’t line up with their beliefs, and some that used to be heavy drinkers and now just don’t.”

John Santos, 26 — Adelaide Depending on where you are, of course, your point of view and experience of drinking culture will vary greatly. Australians in rural areas are suffering from drinking problems more than their city counterparts.

The urban focus on responsible drinking campaigns isn’t resonating with rural audiences, and research by the Australian Institute of Health and Welfare has found that 8% of rural Australians drink in quantities that put their health at risk, on a daily basis.

But rural drinking isn’t where the battle on alcohol is playing out...

“ You don’t have to be drinking to figure out who you are.”

Bibi Nellia, 19 — Darwin

THE WAR ON NIGHTLIFE If the media is to be believed, Australia is embroiled in a civil war that could see the end of nightlife as we know it in some of its liveliest areas. Lockout laws that were designed to stem alcohol-fuelled violence have spawned a legitimate political party from a protest movement; so it would be easy to think young people see this as a priority and a battle to be fought.

When asked their view though, only 25% think the lockout laws in Sydney were a knee jerk overreaction to a small violent minority, but 29% think the authorities are taking appropriate action to keep young people safe. We should not, however, think that this means young people are buying the political narrative surrounding it; 44% think most politicians have their own agenda and do not represent them. They are aware of the damning reports of certain casinos being exempt from the law and having close ties with political parties, they just don’t consider it a priority. Most have come of age in the last 6 years and have never experienced a pre-lockout culture. This level of restriction and control is normal for them.

Young Aussies understand the consequences of their opinions — 37% agree that nightlife is an important part of Australian culture, and 30% think shutting down nightlife will drive young people out of Sydney. It seems young people are

less concerned about preserving nightlife than we expect them to be. After all, 50% prefer to drink at home rather than in pubs, bars or clubs, and this is especially true for 26-30 year olds who have experienced pre-lockout nightlife.

This may be the beginning of a real change in drinking behaviour. The focus seems to have shifted to day drinking, with a third of young people preferring this to drinking at night.

And what could be more ideal for day drinkers than the beloved festival? We asked our young people how they feel about the increased police presence at festivals in NSW and they were mostly unconcerned. Only 15% agreed that the amount of police presence at festivals in NSW is unnecessary.

Again, they are not being naive; they understand their peers’ recreational drug use is a personal choice, with only 17% thinking pill-testing at festivals encourages drug use. Conversely, nearly half agree that pill-testing at festivals saves lives, but are not up in arms about being denied it. Hedonistic certainly isn’t the descriptor for this generation.

“The last time I drank was this weekend but that was after, like, three months of not drinking.

I don’t like the feeling of having a hangover.”

Bibi Nellia, 19 — Darwin

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THE REVOLUTION WILL NOT BE TELEVISED When it comes to political pressure, it seems young Aussies prefer to spend their energy focusing on issues that are more important than their leisure time. This is because less than half of young people believe that their opinions are respected, and less than 1 in 5 think they are represented in parliament. They are struggling to be heard and feel misunderstood. Leaders of both main political parties have the lowest-ever standing in the polls, especially amongst young voters.

“Politicians are failing us big time. They don’t represent the Australian community very well. Places like Norway have diminished their homelessness 80% in 10 years and we’re not taking care of our most vulnerable.”

Shelly H, 27 — Melbourne A few years back, it was generally agreed that the best way to engage young people in political causes was through the medium they love most.

The online petition phenomenon has the advantage of making people feel like they have made a meaningful contribution to the cause; however, 4 in 10 members of our audience think online petitions are good at making a point but rarely result in real change. Less than half of that number think online petitions are actually effective in making change.

The speed at which they are experiencing the world online means they are constantly bombarded with ill-researched news, and stories that have their own agenda. It’s understandable that 4 out of 10 believe the Australian news media is biased, and nearly half believe that fake news is being spread all the time. They are aware of their own complicity in this process, and 1 in 10 admit that they only look for information that validates their point of view on the world.

“A lot online — ABC, 7 News. I follow news channels on my Facebook feed.”

Jacinta Lal, 24 — Brisbane In almost all cases, 22-25 year olds feel more negatively about the traditional institutions of media and government than their older and younger counterparts. They are more likely to believe their generation needs to step up, get involved and make their voices heard, but feel most despondent about their power to actually make change. It doesn’t stop them striving to make a difference to causes they care about though.

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Civic engagement is on the wane, with the Australian Futures Project reporting that 76% of 18-34 year olds paid little or no attention to the most recent election campaign. In response, they created ‘The Perfect Candidate’; an effective digital engagement tool to help voters understand the political landscape, the mood of the nation and the biggest concerns of their fellow citizens. In turn, they were able to see what issues the major political parties focused on (hint: the results didn’t align).

But young people do have the potential to be engaged when it is for a cause they understand and care about. They possess maturity and humility when it comes to learning and growing.

An overwhelming 76% think it’s OK to admit when they are wrong and change their opinion.

“I’m in the process of making my own brand and for a collection I was thinking about doing recycled materials that are eco-friendly and donating $1-$5 to help clean up the ocean.”

Bronson Richards, 19 — Perth 76% also say they will do everything they can (petitioning, donating, protesting, writing to policy makers, etc.) to highlight issues that are important to them, demonstrating that although we may be experiencing voter disengagement,

43%

young Aussies still feel deeply about making their world a better place. Compare that to the 38% who admit they rely on other people to do the groundwork, even when it is for issues that are important to them, and you can see a generation who are activists, whether they realise it or not.

“A lot of people are hesitant to use that word [activist] but I think it’s really important to stand up for what you believe in and if you can, make your passion your work.”

Shelly H, 27 — Melbourne We need to be careful not to assume that young people do not care because they are not buying into mainstream politics. They are not apathetic, but they often feel powerless to change policies that they disagree with. They require a forum to make their views heard and support their activism.

38% say they have tried (and failed) to make a difference to causes they care about, but 42% have felt the satisfaction of knowing their actions have impacted a cause close to their hearts. Can you imagine how much more driven they would be if they saw more success and were given more help?

feel powerless to change policies they disagree with

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ACTIVISM — THE ENVIRONMENT 7 out of 10 participants believe that they are the generation that has to take responsibility for forcing change when it comes to environmental impact, and although young people like them are ignored by policy makers, there is power in numbers.7 “I’m concerned with what’s happening now… because that determines our future.”

Elijah el Kahale, 25 — Sydney Global climate change is continually in the news, but local environmental issues are also important to young Aussies. The lesser known cousin of the Great Barrier Reef, the Great Australian Bight, that encompasses underwater forests and reefs, thousands of species, massive schools of fish and breeding grounds for rare whales and mammals, could be dotted with oil rigs by the end of the year. The Australian government has approved oil drilling permits for the region, beginning in October.

Environmental groups are fighting to save the Great Australian Bight and want strong environmental regulations to guard it against extraction efforts; however, it will be down to the local people that care to create change and make global headlines.

ACTIVISM — GENDER EQUALITY When it comes to being passionate about their beliefs, 3 out of 4 think it is important to stand up for what they believe in even if that opinion is unpopular or inconvenient, with women and those identifying as ‘other’ feeling much more strongly about this than men do. The rise of feminism, the global powerhouse #MeToo movement and more openness to breaking gender norms means those that might have previously felt unheard, now have a chance to make themselves known.

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“It’s happening slowly but we still have so bloody far to go. With equality in pay, with health, with education, there are still a lot of barriers women face, especially those from culturally and linguistically diverse backgrounds.”

Shelly H, 27 — Melbourne 43% believe that gender is the great battlefront of our generation, and it’s no wonder. Despite a gradually improving gender pay gap, the Australian government’s Workplace Gender Equality Agency has determined that men still out-earn women by 21.3%. Even though 2018 saw the largest decrease in the pay gap in a single year (1.1%) the trend has reversed across the construction, accommodation, food service and healthcare industries with Australian men still earning, on average, $25,717 a year more than women.

“I consider myself a role model for other girls. If you want it, go get it yourself. A lot of my writing comes across as that. Releasing songs that emphasize and empower the feeling of ‘you can do it yourself’.”

Jacinta Lal, 24 — Brisbane It could be easy to think stats like this mean the country is taking a step backwards, but corporate Australia is making progress and (according to the Australian Institute of Company Directors) has become the first to achieve 30% gender equality across its top 100 boardrooms. In fact, 45% of appointments to the top 200 boards in 2018 were women and almost half of these women were appointed to a board position for the first time, clearly showing we are moving forward as a nation.

Believe young people are ignored by policy makers: 42% Believe there is power in numbers: 40%

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4.

A New Playing Field: Sport Culture, Representation + Individuality

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A SPORTING NATION Sport is one of Australia’s great obsessions and unifiers, with 7 out of 10 young Aussies believing it is a huge part of their cultural identity. It has inspired us, produced some of our greatest heroes, put us on the world map and provided a chance for us to show our sense of sportsmanship and fair play.

“I grew up competing in tennis since I was 7 — from regionals, to states and nationals. It’s just part of my life. If I don’t work out a couple of times a week or go on the tennis court I feel a little bit incomplete.

It helps me be happier in life.”

Jacinta Lal, 24 — Brisbane But as the games have become more competitive, our sense of fairness has often been replaced with a winning-is-everything mentality. There was a time when major sporting stars, such as Sir Donald Bradman (cricketer, administrator and elder statesman), were respected and idolised without question. They worked hard, were willing to ‘take one for the team’, and made us proud — regardless of whether they came home with the cup.

But events like the 2018 ball-tampering scandal that involved the Australian National cricket team’s Steve Smith, Dave Warner, Cameron Bancroft and coach Darren Lehmann, have challenged the reverence with which we treat sports celebrities.

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Match fixing in rugby and tennis, doping scandals in the AFL and horse racing, and a reputation for poor behaviour among highly-paid sportsmen, has resulted in nearly half of our participants believing that sport encourages people to think winning is everything. 6 in 10 think that sport stars get away with behaviour that others would not, with older members of our audience feeling most strongly about this. Only 4% of our participants said they respected or aspired to be like Steve Smith, and only 3% like Ian Roberts. We are seeing the importance of fair competition over winning, and therefore sports stars are losing their positions as custodians of the Australian national identity.

“I’ve always looked up to Serena Williams for her willpower to come back every time she’s been knocked down.”

Jacinta Lal, 24 — Brisbane 4 out of 10 young Aussies also believe people are taught to be aggressive through sport, and the same think violence in sport is glorified. For a generation that values peace, reasonable discourse and has a well-honed sense of fairness, this is not a good sign. Love for the game does not seem to be waning but the standards of behaviour are certainly expected to be higher.

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7 out of 10 feel women in sport should get paid as much as their male counterparts WOMEN IN SPORT One area where Aussies can be unflinchingly proud is when it comes to women in sport.

Half of our audience feel Australia is leading the way with women in sport (one of the most equal results between men and women’s opinions).

There is a real sense of pride when it comes to women’s teams, some of which are outperforming their male counterparts on the world stage.

“It makes me want to work harder.

One day I could be like that.”

Bibi Nellia, 19 — Darwin The industry is not without its problems though.

Earlier this year, AFLW star Tayla Harris was subjected to the ugly side of being a woman in sport, when a picture of her mid-air after kicking the first goal in a game between the Western Bulldogs and Carlton, was posted on Channel Seven’s AFL Facebook page. Within minutes, thousands of abusive comments began flooding in, including sexist and transphobic hate speech, resulting in the 21-year-old player stating that she felt sexually abused. Sadly, statistics show that 1 in 3 Australians will be sexually harassed at work.

Antiquated attitudes to women’s place in sport means that even though Australia is doing better than most other nations, there is still a gender pay gap of 27% (vs. a national average of 21.3%). Over half of our audience don’t feel women are represented enough in sport, sponsorship or advertising, with women almost 10% more likely to agree with this statement.

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Recently the AFLW joined other major Australian sporting organisations by signing up to the ‘Pathway to Pay Equality’ pact by the Male Champions of Change Institute. The first-of-itskind initiative tackles gender discrimination at its core by building the profile of women’s sport online and guaranteeing top female athletes are paid equally to their male equivalents.

The AFWL join Cricket Australia, Basketball Australia, and Football Federation Australia, as well as Tennis Australia, Rugby Australia, and Rowing Australia in this positive move.

CELEBRATING INDIVIDUALITY AND REPRESENTATION Now, more than at any other time, young people are feeling less pressure to conform and have more freedom to experiment with their identities.

3 out of 5 feel that their generation values individualism more than previous generations.

Importantly, those that identified as ‘other’ when asked about gender, are 30% more likely to agree with this statement, which shows how much progress has been made in a country that has often been seen as a little backwards.

Moves to celebrate individuals who have not previously been acknowledged, is spreading across Australia. Initiatives like ANZ bank’s #equalfuture campaign saw a handful of Oxford Street signs in every one of Australia’s states and territories transformed into eye-catching sculptures celebrating LGBTQI culture in the lead-up to the Sydney Gay and Lesbian Mardi Gras. So, no matter how far from Oxford Street

“If someone’s doing the same job as me but getting paid more… yeah, that’s pretty upsetting.”

Jacinta Lal, 24 — Brisbane

LGBTQI people were, they could feel part of their day. These are the small steps that lead to legal protections and social acceptance.

This is why it is so important when a young person like Danzal Baker is named as 2019’s Young Australian of the Year. Danzal is a multitalented, multi-lingual, Indigenous artist who works across rap, dance, theatre and graffiti.

He has achieved mainstream success rapping in the Yolngu Matha language and uses his talent to inspire Indigenous youth to embrace their culture and take up leadership positions. Progress will be made by example, not words alone.

“I feel excited and proud when I see people talk about something they’re passionate about.

When their eyes light up — there’s nothing better than having a conversation where someone’s so inspired. It makes me inspired.”

Sienna Ludbey, 25 — Melbourne Even though progress is being made, young Aussies are hungry for more. 64% want to see more diversity (in terms of body image, race and gender) reflected in their favourite brands. Women feel nearly 20% more strongly about this than men, and those that identify outside of the binary are even more likely to want to see diversity. When people are represented, they feel included, valued and seen. 55% agree with the statement: ‘seeing people like me in advertising makes me feel more positively towards a brand’. However, almost half of our respondents stated that they never see

people like themselves or people that they can relate to in advertising, rising to 75% for those identifying as other. 6 out of 10 think brands still hold Western beauty standards higher than any others. For a generation that values individuality and often feels ignored, this is so disappointing.

“I found another Indian female rapper on the internet and I was so excited! I showed my sister and now I am trying to collab with her. It shows me more opportunities.”

Jacinta Lal, 24 — Brisbane When it comes to body image, young people are throwing a healthy amount of blame at the media, with 3 in 4 feeling it is largely responsible for a lot of body image issues young people face today.

At the same time 2 in 5 think they see enough diversity in the media they consume, with men much more likely to agree with this sentiment than women or those identifying as other.

Although over three quarters of our audience believe beauty comes in many shapes, sizes and colours, women and those identifying outside of the binary feel much more strongly about this.8 It seems young Australian men are much less open in their views of beauty and diversity, and generally happier with the status quo.

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Male: 66% | Female: 84% | Other: 100%

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IT’S NOT PERFECT, BUT IT’S PROGRESS Young Aussies feel that they are most accurately portrayed (in terms of individuality, gender and community) by films. TV follows closely behind, and finally TV and print advertising.9 “Where are the people that look like me?”

Bibi Nellia, 19 — Darwin Perhaps it is not surprising that only 28% feel that politicians understand and portray them accurately vs. 56% who feel inaccurately represented.

We are making progress though. Even though we have a way to go, we are seeing more female representation across the board, in business, in sports and in politics. In 2019, NSW elected Gladys Berejiklian, a female Premier, for the first time in history. In December 2017, Queensland became the first state to see a 50/50 genderequal government under Premier Annastacia Palaszczuk, with Victoria following suit.

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The Australian Capital Territory Legislative Assembly and the Northern Territory are also mostly gender equal. However, despite Berejiklian’s win, the New South Wales government (alongside South Australia, Tasmania, and Western Australia) remain predominantly male. Perhaps, in order to understand their young voters, a more accurately representative group of politicians is needed.

In 2018, 31 young girls and women from across Australia were given the opportunity to do just that — take over the seats of various Australian Federal politicians during the annual Girls Take Over Parliament Event. The international bipartisan programme paired young women and girls with politicians to ensure their voices would be heard, and policy ideas encouraged. Initiatives like this are integral in encouraging more young people into politics and making them more politically engaged.

Films: 50% | TV: 49% | TV and print advertising: 42%

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5.

To Buy or Not to Buy: Experience, Influence + Fashion

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ETHICS AND FASHION The Australian fashion industry was worth AUD 23.5 billion last year, making it a hot topic of conversation. Despite consumer caution, rising rent prices and more and more brands coming into the market, the industry is still expected to slowly grow. It seems the appetite to buy is still there despite young people ‘tightening their belts’ as their wage growth slows and rent/housing costs increase. 32% prefer to shop online than in stores making the dopamine hit of ‘buying’ available 24/7. 38% of our audience admit they buy things to make themselves feel better, but conversely 41% feel guilty about buying things they don’t need (especially true for 22-25 year olds who have started saving/earning/learning about the value of money).

“When I buy something I feel excited at first and then it gets old and you just get used to it.”

Rhys John Kaye, 29 — Brisbane Oxfam’s 2019 ‘Made In Poverty’ report has looked into the supply chains of major Australian brands like Big W and Kmart, and found 90% of women in Bangladesh and 74% in Vietnam who made clothes for these brands could not make ends meet. Many are earning as little as 51 cents an hour and experience abuse, wage theft and exploitation. These kind of exposés are not new, but they still don’t seem to have made much of an impact on the young Australian consumer. Only 1 in 5 worried about the ethical implications of what they bought and 1 in 4 worried about the environmental implications.

“If I can get recycled materials or anything that’s eco friendly, I’ll always go for that option. I would pay more for that… 100%.”

Bronson Richards, 19 — Perth

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Nearly 3 out of 10 admitted they prefer cheap, fast fashion, but the reason other respondents disagree (4 in 10 prefer to buy fewer, betterquality clothes) is clearly not rooted in concern about the ethics of the industry. Only 14% said that they would rather pay to access something (clothes, cars, sports equipment, tech, etc.) when required than own it forever, further solidifying this apparent consumerism-first culture.

“It’s really hard for people that can’t afford to shop ethically or sustainably. My solution is asking if they’ve ever been to an op shop — it’s similar prices and you might pick up something you wouldn’t be able to afford otherwise.

The mindset has to shift with attitudes to buying.”

Shelly H, 27 — Melbourne Another Oxfam report in 2017 showed that the average price of clothing sold in Australia needed to increase by just 1% to ensure workers earned a living wage. But various practices

by Australian companies continue to enable wages to be driven down through fierce price negotiation. Companies are guilty of jumping between contracts (instead of working with factories over the long term), squeezing lead times for orders, and operating with a separation between their ethical standards staff and their buying teams who negotiate directly with factories.

We asked our young audience what inspires them to buy and 45% said that the story the brand/product tells about them is important.

Maybe in order to make changes in the industry, more young people need to understand that their stories do not end at the label but go all the way through the supply chain.

“The only reason people buy things is the social status of the brand. If I’m buying something Gucci it’s for the brand, not the product.”

Bronson Richards, 19 — Perth

There are Australian labels leading the way though: Outland Denim has been named as one of the world’s foremost sustainable fashion businesses. The brand was honoured in the 2019 CO Leadership Awards, highlighting the growing pull of sustainability and ethical stories within the fashion industry. Founder, James Bartle works with Cambodian women who have been rescued from trafficking, teaching them new skills while also paying a fair wage and offering training and employment.

The young Aussies we spoke to consistently vocalised their intention to be more conscientious about how they shopped, but this does not seem to have translated into action when dealing with fashion.

“I try to be conscious about the things that I buy, but I feel like if I let the guilt limit me I couldn’t do anything.”

Rhys John Kaye, 29 — Brisbane

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“ There’s a big trend with fast fashion — it’s environmentally dangerous and irresponsible...”

Shelly H, 27 — Melbourne

“ Sustainability means I want to get as much as I can out of something.”

Bronson Richards, 19 — Perth

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EXPERIENCE IS EVERYTHING Seemingly contradicting the information above, a third of our audience say they value experience over material things. Our data shows experience seems to become more important with age.

It may be that once the high of buying has gone for our older groups, they start looking inward and try to enrich themselves with experiences rather than burden themselves with material things.

“I love fashion and beautiful clothing. But especially in the last 6 months I have gotten into shopping less and experiencing things more.”

Sienna Ludbey, 25 — Melbourne When asked what factors they consider important when making a purchase, after the predictable quality and price, experiencing the product/brand before you buy came in third.10 Actually interacting with a brand or product — seeing how it would fit into their lives, and experiencing environments where brands can bring their stories to life — these things are vital when trying to connect with young people.

“I try to buy mostly vintage and go op shopping.

I like to experience the brand and support the business. I like to meet the people involved and experience it before I buy it.”

Sienna Ludbey, 25 — Melbourne WHY BUY? When making purchasing decisions, family is still a significant sounding board (60%) and opinion of peers is important to over half of our respondents. The importance of these two things understandably decreases with age.

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Quality: 86% | Price: 85% | Experiencing before: 66%

Men need more peer approval than women, but women want family approval more than men.

“My dad influences me. He’s a ranger.

This is my land. If I make something ecofriendly that would make my dad proud.”

Bronson Richards, 19 — Perth We know that young Aussies have a love of fashion and 3 out of 10 spend most of their money on clothes, with women dropping 13% more than men. We found that the younger the group, the more of their disposable income is spent on dressing themselves. We also know that they feel passionately about technology but only 15% spend significantly on it.

What doesn’t seem to be that important though, is seeing a brand on social media and celebrity endorsements, although men are twice as likely than women to want to see celeb endorsements.

These also get less important with age, as does advertising. Young people prefer expert endorsement/recommendation which shows that they are looking for a more educated opinion.11 Finally, a product being on trend/current is important to 4 in 10 young people. Predictably the younger groups felt more passionately about this, but still this number is low when you consider this audience is viewed as desperate for newness.

Paying off debt is a priority for 3 in 10 and it seems to increase with age — presumably as credit gets higher and bigger ticket items are bought.

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Expert endorsement: 49% | Advertising: 38%

Social Media: 31% | Celebrity endorsement: 21% 69

IDENTITY AND INFLUENCE So young Aussies consider many different factors when buying, but do so to help create their identity. We asked them what they felt had the most influence on their identity — which is difficult to pinpoint when we consider the many contributing factors, such as experiences, people and events, that create identity.

As we saw earlier, family life is hugely important to our audience. 55% said this had the greatest influence on their identity,

followed by friends and where they grew up.

Heritage was seen more as a by-product of the home than a stand-alone influencer.12 The things parents often consider as negative influences came in significantly lower; social media, what they see on TV and Australian street culture.13 In fact, most young people feel that external factors have been less important than home life in moulding them.

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Family life: 55% | Friends: 36%

Where they grew up: 30% | Heritage: 17%

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Social Media: 18% | TV: 8% | Australian street culture: 8%

“Where I come from, my genetics, my parents, all the experiences I’ve had, access to information — I’m not the same person I was 5 or 10 years ago.”

Rhys John Kaye, 29 — Brisbane

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6.

Putting Their Money Where Their Mouths Are: Food, Consumerism + Brand Ethics 72

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SENSIBLE SPENDERS How young people spend their hard-earned cash lets us know a great deal about them and how they are thinking about their futures. Once we set aside the roof over their heads (rent/mortgage), what are they spending on and what can we learn from it?

Well, by far the greatest spend is on food and groceries at 62%, with women spending 20% more than men and people generally spending more as they get older. This is not just about sustenance, food and food culture have become a way of expressing identity; fast food or gourmet, organic or raw, the newest and most exotic, or old favourites. A third of our audience state that they spend most of their money on eating out and the same admit they prefer to spend their time and money on dining out with friends rather than drinking with them.

This teaches us that our audience is concerned with the quality of interactions they have.

After all, sharing a meal with someone is intimate time carved out just for that person where the growth of that relationship is paramount.

“Sometimes we go to hotel restaurants to have business meetings. I always tell them about my ideas and what I want to do and they support me and I support them with theirs.”

Bronson Richards, 19 — Perth Drinking and partying, on the other hand, are more about release and letting loose. Currently that seems distinctly out of flavour with only 1 in 10 young Aussies spending most of their disposable income on it. We’ve seen their changing attitudes to drinking and this is the consequence.

As an occasional treat, music experiences (gigs, festivals, concerts, etc.) account for 7% of spending, but it looks like they would rather grow their worldliness and skills, with 1 in 5 spending most on travel and 1 in 5 on hobbies. Socialising has grown up, it seems.

“ You need that support around you.

Sometimes it gets a bit lonely when you are so focused on yourself.

It’s OK to take a day off and enjoy life with your friends.”

Jacinta Lal, 24 — Brisbane

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FOOD FOR THOUGHT So food is the social passion point that most young people have in common. Australia is moving from its once bland food reputation to a fresh, exciting and cosmopolitan cuisine that has put the country back on the global food map. According to the Bloomberg Healthiest Country Index, Australia is now number 7 out of 169 nations. The index takes into account many variables including life expectancy, obesity, healthcare and eating habits. A far cry from the days of meat pies, tinnies and chiko rolls.

Nowadays, young Aussies are more likely to understand the role of food in mind, mood and body. Over half think that what they put in their bodies affects their mental wellbeing, and almost 6 in 10 agree that it affects their physical wellbeing.

“I look after my diet. I eat a lot less meat than I used to.”

John Santos, 26 — Adelaide But despite positive progress when it comes to nutrition and a holistic approach to eating, Australians remain one of the world’s top 5 food wasters, responsible for throwing away 300 kilograms of food per year, per person.

45% of Australians admit to buying too much at the shops. A combination of poor food planning and lack of knowledge surrounding best before dates are compounding an issue that sees Aussie households throw away an average of $890 worth of food a year, contributing to a total wastage bill of $8.9 billion annually.

4 out of 10 young people are aware of the impact that their eating choices have on the environment and the tide may be turning with attitudes to food wastage. Coles work with a number of non-profit organisations and Woolworths have saved more than 54,000 tonnes of surplus food by collaborating with hunger-relief agencies and farmers. There is a rise in the ‘wonky fruit’ movement which aims to curb the waste that is created from imperfect fruit, by celebrating its use. Juice For Good vending machines, that use imperfect oranges to provide instant fresh juice, are a welcome change from carbon-emitting soft drink machines that we have been used to. It is clear that if we are going to be able to feed the world, food wastage has to stop. Only 1 in 10 young people think there is nothing wrong with what and how they are eating.

“I use a couple of good websites that show you how to use food scraps and I also compost at the back of my house.”

Shelly H, 27 — Melbourne 4 out of 10 care about where and how their food is sourced, which is indicative of the growing interest in this subject. The only thing holding them back seems to be their wallets. Over half of young Aussies would buy healthier and more responsibly sourced food if it was cheaper. The intention to do better is there and 36% believe that in the next 50 years we will completely change the way we eat.

“ Modern Australian cuisine?

One word: brunch.”

Sienna Ludbey, 25 — Melbourne

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BELIEVE IN THE BRAND One of the keys to driving change comes down to brand behaviour and how closely they are listening to their audiences. Only 1 in 10 of our audience said they didn’t care what a brand stands for. 1 in 5 believe brands can be more powerful than Government, which may not be huge, but shows an inherent understanding of brand influence affecting change.

Young people often trust brands more than they do traditional institutions to represent their interests. 34% believe brands should be leading the way when it comes to saving the planet. 4 out of 10 want the brands they buy to make the world better and almost the same want the brands they buy to reflect their values.

“If people shop in a way that aligns with their values, they then value the product they’ve bought even more.”

Shelly H, 27 — Melbourne

They are willing to put their money where their mouths are, with 4 in 10 stating that if they could afford it they would only buy brands that are socially and environmentally responsible. Australian brands are stepping up to the challenge. For example, the team behind success stories like KeepCup are now turning their attention to how to replace single-use take-away containers for reusable or biodegradable options with their new Returnr bowl. Initiatives like this help consumers to feel better about supporting small businesses that often fall behind when it comes to modernising their processes. 42% of young Aussies want to support local brands.

“I will always support businesses around me.

It’s for the future of Perth. I don’t just want to do my own thing, I want to help people.”

Bronson Richards, 19 — Perth The most important thing though, in order for young people to give brands their full support, is trust. Over half feel that brands must be honest and transparent and they will call out those that are not, withdrawing support as quickly as they gave it.

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7.

A World Made for ‘We’: Technology, Ambition + the Future

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A FUTURE WITH TECH As we’ve seen, this generation are self-confessed tech obsessives. But at the same time, they spend relatively little on tech, and less than 20% consider tech entrepreneurs like Elon Musk amongst their heroes. This would suggest that their obsession with technology is not rooted in hardware or the personalities that pioneer it, but is a reflection of its importance and pervasiveness in their lives.

They don’t feel that having large social media followings means you are successful, in fact over half agree that spending too much time on social media makes them feel down/lonely. Only 27% of our audience want to be social media influencers (44% do not). Naturally, the younger the group, the more they see this as an attractive career path.

“Social media makes me a part of culture and changing culture. It helps me to know where things are going in the world.”

Elijah el Kahale, 25 — Sydney Young Aussies feel so strongly about tech because it is inextricably fused with their real lives. They use it to facilitate and maintain relationships. 7 out of 10 use technology to help them make real-world connections (planning meetings, dates, social events, meeting new people, etc.) and the same amount think it helps them feel connected to the rest of the world.

They crave love and security as much as any other generation and nearly half believe in ‘happily ever after’. Maintaining physical and digital contact with others is a key part of achieving this.

“So many of our social activities involve apps for planning, showing that you’ve gone to the party. It’s the key between everything we do — work, friends, job, music. And it’s pretty hard to live without.”

Sienna Ludbey, 25 — Melbourne

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It’s hard to feel negatively about something that results in the kind of human connection we all crave. 8 out of 10 think that if technology is used correctly, it can be a force for good. Still, they often fear our lack of control over what the future holds. After all, almost half think there is nothing they can do about our data being shared and used. So, when it comes to the future, it’s understandable that 33% of our audience feel that artificial intelligence (AI) will destroy us (23% disagree), compared to the 42% that think AI is the future and a good thing (14% disagree).

“I worry about humans becoming lazy. I read somewhere that they were making artificial wombs. Soon we won’t need humans anymore.”

Bibi Nellia, 19 — Darwin Tech giants that used to be seen as the hero brands for this generation, went through a difficult patch with data scandals, fake news and overreach of powers. This has really fractured the trust young people have in these platforms, with only 29% agreeing that they trust social media more than traditional news outlets as their main source of information. But those same companies have now taken a more serious approach to preserving the trust of this generation. Google, for example, has launched an AI ethical advisory council to demonstrate not only a willingness to accept accountability, but also a more considered approach to progress. It’s an important move in addressing public fears which will engage with experts in the field as well as the general public.

“Humans adapt really well. We’re capable of whatever gets thrown at us but it’s not going to be smooth. No, we’re not ready, but we’ll get by.”

Rhys John Kaye, 29 — Brisbane

33% think AI will destroy us

“It’s good to be a bit paranoid and aware of what’s happening.”

Rhys John Kaye, 29 — Brisbane

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THE NEXT CHAPTER Technology may be the answer to many of the other concerns young Aussies have raised in this study. We have seen plenty of examples of technology completely reimagining real world problems, from directly distributing vital (often life-saving) humanitarian aid where it is most needed, to giving victims of sexual abuse a voice through the #MeToo movement.

The latest iteration of the power of this global, decentralised force is being seen through the #FridaysforFuture school strikes, which are taking place across the globe. Young people want their concerns heard and are using the power of technology to facilitate it. As they rightly state: “Young people make up more than half of the global population. Our generation grew up with the climate crisis and we will have to deal with it for the rest of our lives. Despite that fact, most of us are not included in the local and global decision-making process. We are the voiceless future of humanity.”

With this action they have taken power into their own hands with one demand, “treat the climate crisis as a crisis” and take action accordingly.

In response, the UK and Ireland have declared a state of ‘climate emergency’. The federal Greens will push for Australia to declare the same by following in the footsteps of the UK.

“There are things coming that I don’t understand yet, but they’re all tools… they can all open doors as long as the people using them are in the right headspace.”

Rhys John Kaye, 29 — Brisbane Young Aussies are actually quite realistic in their understanding of their own abilities. They might push agendas when they feel they understand the importance more than those in charge, but only 35% think that if young people were in charge of the country we would be in a much better place. 22-25 year olds are significantly more likely to think they would do a better job of running the country and are also more likely to feel generational disconnect. Across the board 52% of our audience feel that older generations just don’t understand them.

“Young people still need adult points of view — we don’t take things seriously enough.”

Bibi Nellia, 19 — Darwin When we look at initiatives taking place around Australia though, we can see that although older generations might not fully understand the youth, they are not ignoring their concerns entirely.

Australia has set an ambitious target to plant 1 billion trees by 2050 as part of a new National Forest Industries Plan, which promises to remove 18 million tonnes of greenhouse gases annually, create jobs, increase the beauty of the landscape and allow Australia to meet

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its Paris climate agreement targets.

Researchers in Melbourne’s RMIT University are tackling mass sewage problems and the harmful mining of soil (necessary for traditional brick manufacturing) by creating biosolid bricks. A safe, eco-friendly solution for recycling the biosolids currently stockpiled or going to landfill around the globe, it leaves traditionally-used sand where it should be.

Young Aussies are being recognised through acknowledgements like the Unleashed Awards.

In 2018 the Vanguard Award (open to young people aged 18-29) went to Nightlife First Aid from South Australia, which trains young people in first aid to create safe partying environments where drugs and alcohol may be present. In the first three-and-a-half years, the project has averted the deaths of 25 young Australians and treated over 1,000 young partygoers.

Similarly, young Australian writers such as Vanamali Hermans, a 20-year-old Wiradjuri woman, have also been honoured through the Writers for

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Change Award, with her piece on why class and money shouldn’t hold students back from learning and taking part in Australia’s higher education system. Her article has spurred discussions with her university regarding the systemic changes needed to address class inequality.

These are the kinds of positive steps we need to take if we are going to help young Aussies have faith in themselves. Currently only 30% believe Australians are trend leaders in the world.

A world that only 20% think is getting better, versus the 49% who believe it is getting worse.

Young Aussies are a resilient, creative, caring group that genuinely have a ‘we-not-me’ attitude to the planet and their global family.

They will be integral to making and maintaining a better future, if we just let them.

“There’s a lot of negative stuff in the news and it’s pretty easy to feel worried by the future, but I don’t see how that will help me get by, so I’m excited about the future. I’m glad to be alive now, in this era.”

Rhys John Kaye, 29 — Brisbane

“It’s our own personal responsibility to step out and smell the flowers and have a tangible human connection.”

Elijah el Kahale, 25 — Sydney

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Brand Take-Outs

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2019 is a pivotal year. This is the year when there will have been more Australians born since 1980 than before 1980, meaning Millennials (Gen Y and Gen Z) will make up more than half of the population.

For the first time there will be more under 40s in the workforce than over 40s. This demographic and economic strength will see young people not only dominate as workers, but also as consumers and those forming their own households. If, as a brand, you are failing to understand and connect with them, you are resigning yourself to failure.

Lessons taken from this piece of insight can be directly applied to your brand’s behaviour, aligning it with this key audience.

1. DON’T TELL THEM WHO THEY ARE, ASK THEM. We have spent decades telling people that in order to be X they must do Y. And there was a time when people bought into that completely.

Things are different now and identity is a fluid, personal and ever-changing beast.

As a brand, are you ready to credibly join this conversation through championing collaborations, personalisation, experimentation and ongoing conversation? Have you considered handing over the reins to the audience and letting them show you who they are and what they want from your brand?

2. UNDERSTAND THEIR CHANGING IDEAS OF SUCCESS. Young Aussies are subscribing to the personal (rather than societal) goals philosophy.

50% think if they are happy, they are achieving success. They want to have fun and be healthy in mind and body. Although they want to do well at work and some want to own property, very few think traditional measures of success like getting married, being their own boss or having a degree is important any more.

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As a brand, are you reflecting this new way of thinking? Are you showing them ways to achieve internal happiness or still positioning your product as a miracle shortcut to success?

3. DON’T BUY INTO SUPERFICIAL NARRATIVES ABOUT THEM. Just because young people show signs of political apathy, it doesn’t mean they don’t care. They aren’t frivolous, they just don’t buy into the institutions of government that rarely represent their values.

The things they care about are serious and even when they are letting their hair down, they need a greater level of consideration than generations before them.

As a brand, are you still viewing your young audience as shallow and apathetic or do you see them as the multi-faceted, woke and intelligent beings they are? They operate at so many different levels and don’t feel the need to push one version of themselves. It is our job to understand them better.

4. VALUE THEIR INDIVIDUALISM AS MUCH AS THEY DO. One size does not fit all and representation matters. They are proudly individualistic — even though we may not always be able to see it. Young Aussies overwhelmingly feel that beauty comes in different shapes, colours and sizes, but also that brands still hold Western beauty standards higher than any others. They want the diversity they see every day to be reflected back to them by their favourite brands. They don’t feel that they see people they can identify with on their screens.

As a brand, are the faces of your brand representative of the audience you want and have you thought about how changing them could open up a new audience for you?

5. EXPERIENCE IS EVERYTHING.

7. INDULGE THEIR LOVE OF INNOVATION.

After price and quality, the biggest influence on purchase is experiencing a product or brand before they buy. Young Aussies aren’t at the point at which they all want experiences over material things, but they do want a certain amount of ceremony around their decision-making to purchase journey. This is an opportunity for your brand to connect with them on another level, beyond just the product or service. It is a chance for you to give them a story to tell and content to share.

They might not buy all of it, but young Aussies are impressed with technology and excited for what is to come. Meaningful innovation (whether it’s plastics being turned into fabrics or 3D printers creating tiny homes), can set your brand apart and get you noticed. Innovation doesn’t need to be disruptive if you can simply adapt existing infrastructure. For example, Ikea is currently testing its Gunrid curtains, which are treated with minerals that break down pollutants when light shines on them. Alternatively, challenge the accepted norm and make clever improvements, such as the Facebook F8 conference stage being designed for mobile and filmed in portrait to counteract the drop-off rate for those watching on their phones.

Innovation for its own sake can be seen as trying too hard if it isn’t carefully managed; the key is to keep it relevant and solve human pain points first.

As a brand, are you immersing them fully into your world? Are you allowing them to see the many elements of your brand and share it with others?

6. DON’T IGNORE ETHICS. A warning for the future: whether it’s food or fashion, young Aussies understand the links between what they buy, eat or wear and the impact on other humans and the planet. They understand that their consumption is unsustainable and they are starting to become more critical of their own behaviour. The tide is turning, awareness is growing and soon buying into a brand that has irresponsible practices is going to be considered as much of a social stigma as frivolous use of plastic or littering. It will be a personal choice, with the weight of an entire peer group behind it.

As a brand, are you thinking about what you can get away with now or what the best you can do is?

Have you set yourself targets that you can share with your audience, to show you are moving in the right direction for an ethical and sustainable future?

As a brand, do you know your audience well enough to understand where your product experience could be better? Can you use an existing technology to solve a problem or remove a pain point?

8. IT ALL COMES BACK TO HUMAN CONNECTION. Young people want physical experiences because they want to feel connected. They want a reason to come together, to feel connected to each other, their global community and the brands that represent them. This is a large country in an isolated corner of the world.

As a brand, are you giving young people opportunities to have shared experiences?

Can you help them to feel more connected to their peers across the country, or part of the global experience happening on their screens every moment?

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Written by Krupali Cescau Special Thanks Gareth Davies, Jonathan Emmins, Claire Whyman, Riannan Arundell, Claire Hewitt, Anneka Lettunich, Tosh Ohta, Gus Magee, Natasha Wallace, Thomas RĂźdiger Smith, Elizabeth Cowie, Ben Peckett, Gabriel Morrison, Lucid Cinema, Katy Keyte, Clive Prosser, Luke Morris, Jack Smyth, Chris Adams, John Lydon, Sally Claxton, Rebecca Patterson, Andrew Ashbolt, Kurt McGuiness, Holly Adams, Zoe Wendland, Scott Lewis Wilson, Karolina Martinez, John Baker and our 2,030 interviewees and contributors Principal Photography by Pat Stevenson and Ryan Formosa www.iampatrickstevenson.com www.ryanformosaphotography.com Design by Joe Stone www.joe-stone.co.uk

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