Fig 10
YOUTH AMBITION
YOUTH AMBITION ALICE JOHNSON TREND FORCASTING 2016
YOUTH AMBITION
Fig 2
contents page Fig 21
INTRODUCTION KEY DRIVERS
Fig 20
-BREX-SET -JOB HOPPING -DIVERSITY -RE-RISE OF WORKING CLASS -EXPERIENCES OVER PROCESSIONS
KEY IMPACTS Fig 15
-A BARGAIN EXPERIENCE -DRESSING POLITCALLY -WORKPLACE FLEXIBILITY -COLLABORATIONS -FOOD TRUCKS
Fig 6
Fig 4
TREND INNOVATOR -HENRY HOLLAND
TREND INFLUENCER Fig 9
-SADIQ KHAN -NOVELIST
CONSUMER TRIBE CONCLUSION
YOUTH AMBITION
introduction
Y
outh Ambition is a trend that has occurred through Millennials current attitude and behaviours which are driving change. As they are getting older their influence is becoming bigger. Growing up in different times to their parents means they view things in different ways which is creating these adaptations. For the first time we are seeing things happen which haven’t before and this is because Millennials are demanding them. This is happenng in all areas including how they work, travel, eat and socialise. Within these areas the trend which has raised is that all their behaviours are driven by their ambition they have to be successful. They are opomistic about her future despite living through harsh economic events such as the 2009 recession. This has hugely impacted and change their future and now they finding ways to cope with it. This is helped by their open minded views they have which has occurred from growing up in a diverse generation. They are happy to travel to new places and discover new foods as it fuels their ambition to experience the world. Growing up with technology and being the ‘ipod generation’ meant they have excess to discover these parts of the world and therefore view them as not to out of reach. This trend will view other events which are driving this trend. One includes understanding how Millennials are coping with the on-going after effects of the Brexit decision It will then look at the impacts of these drivers and changed or been created from them. In addition to this, the report will look at the people that are innovating and influencing the trend. It will identify the people who are creating a change which is helping to fuel this Youth Ambition and how they are doing it.
YOUTH AMBITION
KEY DRIVERS
YOUTH AMBITION
BREX-SET
T
his trend of youth ambition is really apparent in their political views and how they are reacting to politics. The biggest political event which has occurred for Generation Y (Millennials) was the EU referendum. On June 23rd 2016 UK citizens got the decision to remain or leave the European Union. Results were 51.9% voted leave to 48.1% voted remain (BBC,2016). However 75% of people aged 18 to 24 years old voted remain, meaning the majority are unhappy with the outcome (Mills, 2016). With only 39% of 65+ deciding to remain young people are now angry that at the older generation (Mills, 2016). They took to social media to express their upset with one stating “the vote doesn’t represent the younger generation who will have to live with the consequences” (Boult, 2016). This relates to the trend of youth ambition as it shows they are upset because it could effect opportunities for their careers and future experiences. The UK could be taken out the single market which allows free movement between countries in the trade agreement. This will make it harder for British citizens to travel, live and work in other EU countries. These are doors which generation Y want to remain as it opens them up to more opportunities to experience more of the world. They also see benefits of having a diverse society due to migration. They view diversity as a necessary element for innovative in a work environment and therefore support it (Dishman, 2015). Restricting European unions workers could limit creative in the workplace from less diversity. Now having to live through Brexit young ‘remainers’ will continue to feel angry as they feel this isn’t the future they choose. Resentment towards the government and the UK could increase as they continue to show they want to be inclusive and work together with the rest of the world.
Fig 1
YOUTH AMBITION
“75% OF PEOPLE AGED 18 TO 24 YEARS OLD VOTED REMAIN”
Fig 2
YOUTH AMBITION
JOB HOPPING
I
n the workplace is another area where millennials attitude of being ambitious is very apparent.As they grow older their influence increases. Their experiences are different to older generations so they are demanding different things. In the beginning they had to cope with the 2009 recession which meant they took any jobs available as many jobs were cut as businessed scaled down. This lead to job hopping to increase (DiDomenico, 2016). They feel unattached to organizations and institutions and are happier to move around companies (Adkins, 2016). One of the reason this has occurred is because now more people are on low or zero hour contracts which emerged from the recession. They were created so employers could cut costs and avoid commitments to their workforce (Farrell, 2016). However this decrease in job security meant employees had less loyalty and job-hopping increased. Research shown that 21% of millennials say they’ve changed jobs within the past year (Adkins, 2016). This means that more of them are job-hunting as they are more willing to take a new job with better opportunities. It may not just be they want to leave but the job isn’t giving them reasons to stay (Adkins 2016). This shows the ambition they have to always be striving for more. This is because Millennials can earn a higher salary, grow their career, change locations, and find a suited job from job-hopping (Zimmerman, 2016). Research has shown there is a 8-10% salary increase with every job move (Zimmerman, 2016). With the attitudes to working changing employers will have to adapt their employing strategies in order to attract millennials workers as well as making them stay. They will have to study the generation closely to discover what type of work enviorment millenials want to work in inorder for this to be successful.
Fig 3
YOUTH AMBITION
Fig 5
YOUTH AMBITION
DIVERSITY
D
iversity is looked at more positivty to millenials than older generations.A reason why generation Y are so accepting is because they are the most diverse generation to date. (Economy, 2016). This has occurred because Millennials were born during a period of heightened immigration and more modest white growth (Frey, 2016). American census data shows us now there is 55.8% white and 30% minorities which include those who identify with two or more races. Whereas in 1990 it was 73% white (Frey, 2016). This shows the shift that has occurred. In the UK migration increased from the beginning of the 1990s making it a driver to change UK demographic trends and therefore making population more diverse (Migration Observatory, 2016). Diversity has also grown by increasing numbers of international students in the UK. with 436,585 international students in the UK 2014/15 (UKCISA, 2016). This means that students are interacting with more people with different backgrounds as they become apart of their working and social life. This links to the Brex-set driver as many millennails were anrgy with the decision as they are afaird diveristy will decrease if UK is taken out the EU single market. As they view it as a positive thing they do not want this to occur.
Fig 4
YOUTH AMBITION
MIGRATION
Fig 6
RE-RISE OF WORKING CLASS
M Fig 7
YOUTH AMBITION
illennials feelings towards traditional class systems is also something which is changing. Reason why this is important is because in fact more now identify themselves as working class than any other generation. Historically class positions was categorized with education, earning a degree was a ticket out of working class to middle class (Guastella, 2016). This is because a degree meant you would earn more and work in a professional or managerial position. However this trend no longer exists as millennials are the most educated generation yet however the number of working class is rising. This is due to millennials being less well-positioned in the labour market. With increasing number of people with degrees there is bigger competition for jobs meaning wages will decrease (Guastella, 2016). The declining wages is a factor which cause millennials to feel this way even if they are not working in traditionally working class jobs. Other factors include facing problems traditionally associated with working-class such as living conditions: unemployment, an unpredictable work life, high and levels of debt (Guastella, 2016). These are all problems which were caused by the 2009 recession. Austerity measures came in place affecting jobs in the public sector. Unpredictable working life came from business’ closing as they couldn’t cope and the introduction of zero hour contracts. High levels debts for millennials have developed from increasing tuition fees. Theresa May used the term ‘working class’ 9 times in her first conservative conference at prime minister in October 2016 (Stanglemen, 2016). Obviously aware of the increasing use of the term May felt it was important to reach out to this group by addressing them in her speech. She needs to work out she needs to do for the ‘millennial working class’ group in order to gain their support. However to this generation being working class isn’t always looked as a bad thing. With this title they still believe they are creative and confident people who are equal not victims (Armstrong, 2016). It has lead to more fashion shoots being shot on council estates and streetwear becoming mainsteam (Armstrong, 2016). As the re-rise of working class grow there could be a continue in trends which are related to a working class background which could include flat caps and workers boots.
YOUTH AMBITION
Fig 8
EXPERIENCES OVER PROCESSIONS
D
YOUTH AMBITION
ue to it becoming harder to get on the property ladder a change has occured that millenials now prefer to spend their money on experiences. The housing crisis is due to the lack of building 30 years ago meaning there is now excess demand for houses(Bienkov, 2016). This has lead to prices increasing two and a half times since 1997 (Saunders, 2016). On top of this more of Generation Y now enter working life with biggest amount of debt with university students having combined total of ÂŁ40,000 upon graduation (Williams, 2016). This is due to the rise of tuition fees of ÂŁ9,00 a year. Young people are aware they are unable to afford a house and therefore has drove a change where they are prioritising short-term spending over long-term saving (Williams, 2016). This has made them into the generation that travels the most with an average of 4.2 times per year (GBrief, 2016). This driver is therefore created a new consumer for the travel industry to market to. They want their money to go towards something which will be memorable to them. The customers want to gain experience, recognition and learn while adventuring and want to do this several times a year (Gbrief, 2016). Not only in the travel industry but in retail aswell there could be changed made add more of an experience with products. This will attract more millennials to invest.
Fig 9
Fig 10
YOUTH AMBITION
EXPERIENCES
KEY IMPACTS
YOUTH AMBITION
YOUTH AMBITION Fig 11
A BARGAIN EXPERIENCE
YOUTH AMBITION
A
s millennials continue to move away from buying houses and demanding more experiences this will impact the travel industry. This is because they want even more from their holidays than older generations. A reason for this is because they see more with the internet and therefore want to experience more. Social media is a large has a large influence with 97% of Millennials using it while traveling and 75% creating posts at least once a day (Gbrief, 2016). Instead of travel broaches 87% of millennials look at Facebook for inspiration (Gbrief, 2016). These posts then influence their peers to go off and do the same, creating a snowball effect. It opens the world up to them as they see people like them going to these places they feel they can do the same. Anywhere in the world to them isn’t out of reach. This new attitude to travel has caused the travel industry to adapt. In order for companies to attract millennials they have to offer what they want. The impact of this has developed the “experience economy”. This is the term used by businesses to create memorable events for their customers (Clark, 2016). There has to be more to the holiday than a 2 week stay in a all-inclusive hotel as they want to take a step out of their comfort zone. This shows how this generation has a thirst to try new cultures and want to learn about the world they live in. This means companies will have to review their packages. If they do not offer enough for the millennials to experience they will not be interested. However cost is also something extremely important to millennials also. As they are experience financial problems and wanting to travel to more places than other generations they want to get prices as cheap as possible. This means that they will check an average of 10 sources before making travel purchases (Clark, 2016). With comparisons being so easy because of the internet travel companies have to be even more competitive on prices. The impact of their attitudes leaves the industry with a consumer who want more for less money
Fig 12
YOUTH AMBITION
“EXPERIENCE ECONOMY”
YOUTH AMBITION Fig 17
DRESSING POLITCALLY
Fig 17
A
s millennials grow older and become more aware and involved in politics they will begin to form bigger views on subjects. An impact of this will cause to them to display their opinions in more ways then stating them in conversations. One way is through what they wear. In the 1960’s a subculture formed called the Mods and they all dressed in a particular which included smart Italian tailor suits. However this dress code was displaying they were apart of a group which mocked the class system that had gotten their parents no where. Another example is from the 1980’s when young people wore anti-Margret Thatcher tops to display they were against their prime minister. In times where majority of millennials resent the EU referendum result could form a fashion trend which displays how they disagree. There was already one where people wore safety pins to display solidarity against racism after the result (Stansfield, 2016). Their views on how they want to be viewed as ‘European’ could lead to them being more influenced by international trends. Similar to how the mods wore Italian suits , millennials could adapt styles from different cultures. This could mean they also begin sourcing more from European brands who operate overseas. This will show how millennials want to keep close relationships with Europe and continue to remain close. As many continue to be ashamed by their country decision they may also resent brands that market themselves on being British such as Burberry and Topshop. They most definitely will not be wearing any union jacks. However some may take it a step further and express their views more directly. Brands against the leave decision could visually display their upset on their clothes. They could take inspiration from fashion brand HypePeace. They have created jumpers and t-shirts with logos that express they are pro-Palestine (Stansfield, 2016). This means in the fight against Palestine and Israel they believe Palestinian people must bte protected, preserved and have a national status of their own (Al-Atraqchi, 2002). The success of the line meant people such as artist Novelist has been photographed wearing a pro-palestine jumper. With the success of this streetstyle brand shows how young people are wanting to express their political for everyone to see and how this could develop into a bigger trend.
YOUTH AMBITION
YOUTH AMBITION Fig 14
WORKPLACE FLEXIBILITY
Fig 13
T
he workplace is becoming more dominanted by Millennials as they grow older. This means their behaviours and attitudes are impacting employers. With the attitude of wanting experiences over processions means that millennials want rewarding experiences at work over long-term benefits. Being more open to job hopping means that this will impact how employers react to their demands in order to get a stable workforce. Once of their largest demands is work place flexibility. They want more than a 9-5 in an office sitting at the same desk and this will dramatically change how work is done in the future. There is already a change occurring by Google giving their employers time to work on passion projects so they can tap into their creativity (Gillet, 2016). This is offering the flexibility millennials want to remain happy with their job they are in. Due to innovative changes google are doing to engage their employers they have become of the most wanted brand millennials want to work for. This should hopefully influence over employers to begin to use these tactics leading to a new type of working environment. They may feel more pressure to do this due to job hopping making it harder to maintain a stable work environment which employers enjoy.
YOUTH AMBITION
YOUTH AMBITION
CREATIVITY
YOUTH AMBITION Fig 16
COLLABORATIONS
Fig 20
M
ost people in Generation y category feel very comfortable working in a team as they believe it allows them to achieve their best work. This leaves them with a willingness to collaborate together. This is because the more people, the more ideas and therefore the better the outcome. A culture collaboration is a top thing millennials look for in employers. This is a impact from growing up in a more diverse generation. They have learnt that different people offering different experiences will enhance the ideas brought to a project. As more millennials begin to work for brands and take leadership jobs. there will be an increase in collaborations. We already see brands collaborating together however there will be bigger ones which create projects that impact consumers life more. Levis and Google collaboration is an example as they have created a interactive jacket using Jacquard technology (Howarth, 2016). As they are experts in different fields it allows the final product to be even more innovative by using more than one brands idea. If collaborations with artists and brands arise there should hopefully be an increase in innovative designs on the market. This should enhance what the market has to offer consumers.
YOUTH AMBITION
YOUTH AMBITION Fig 16
FOOD TRUCKS
Fig 15
F
ood trucks are portable food stations which can travel round and offer all types of take-away food to different people. There been an increase in food truck activity due to millennials embracing the trend. As a generation with less disposable income due to their large debts they are attracted by food trucks as they have a lower ceiling price (Sportelli, 2016). This means millennials can go out and eat but for a lower price. This has lead to the increase in food festivals as it turns the whole experience into a social event. Also this idea of ‘street food’ is a international trend, not something which is typically British. This shows how this group of millennials are happy to try trends from different cultures and enjoy doing so. The researcher attended a dining club which takes place every Friday in Digbeth, Birmingham. In a interview with a person attending they said how going to these events is a way which they can try foods from all around the world but do it locally and sociably. This is a reason why they food trucks and street food is growing because food they offer a endless variety of food options. These come from all different parts of the world. This means these food trucks can offer them a experience of trying new food as millennials are constantly wanting to try new things. A behaviour spotted at the dining club was the urge for people to take photos of their food so they post it online. This allows them to show off to people exactly what they are doing, influencing others to try it as well.
YOUTH AMBITION
YOUTH AMBITION
TREND INNOVATOR
HENRY HOLLAND
H
enry Holland is a British Fashion designer who is known to create bold slogan t-shirts which have a message. In his September Spring/Summer 16 collection he created t-shirts with the words “Free to Roam”. This catchphrase was used to express Holland’s disappointment at the decision for the UK to leave the EU. Holland has become one of the first people to display these political views and so has become a innovator for Brexit inspired clothing. He is one of the first people to be reacting to the Brexit decision and tunnelling his views into clothes designs. This will cause people to also think about expressing their shock and upset from the Brexit decision via clothing. However he is one of the first to do this, making him a innovator. Holland could inspired other designers or artists to also do the same in their own work. It doesn’t have to be just for Brexit but for other political situations like Refugee crisis and Donald Trump becoming president. More pieces could be created which clearly state views on political subjects and then consumers who agree will then invest in these pieces and wear them. This whole ‘Political clothing’ trend could involve and become apart of peoples style which has been innovated by Holland.
Fig 18
YOUTH AMBITION
“FREE TO ROAM”
YOUTH AMBITION
TREND INFLUENCER
SADIQ KHAN
S
adiq Khan is the Mayor of London and since being elected in 2016 his main work has surrounded the campaign #Londonisopen which was launched in July of that year after the Brexit result. His aim for this was to show the world that London remains entrepreneurial, international, and full of creativity and possibility (LondonGov,2016). As well as reassuring foreign nationals who live in London that they will always be welcome, and that any form of discrimination will not be tolerated (London.Gov,2016). He’s an influencer for this trend as he is really pushing this message that diversity is welcomed and wanted in London and the UK. Being the mayor means he’s in a position to address more people. This message should then encourage more people to really embrace the idea of diversity and see all the good it does for society. His methods include inviting leading international artists from all nationalities to interpret #LondonIsOpen slogan. He then turned these into free art work which was handed out on tube stations to continue spreading the message that London is Open and aims to reunite the city through creativity and art (Kane,2016). This shows how he is continuing to encourage diversity in the capital city as it one of the most diverse in the world. With the EU vote he obviously feels it’s important that this message is heard. He hopes people will continue to embraced the diverse environment they live in in times where politics may be influencing people that it is bad.
Fig 19
YOUTH AMBITION
TREND INFLUENCER NOVELIST
N
ovelist is a UK grime artist who has openly talked about his political views on many occasions which include on his social media sites as well as during his live performances. He even has a song called “Street Politician”. He is a influencer for this trend because he is using his platform as a artist to encourage more people to become politically involved.He has done this by declaring publicly his membership to the Labour party which he claims he joined because it is for the people “whether you’re rich, whether you’re poor—it’s about having morals and standards” (Davey, 2016). Doing this should hopefully get others to follow suit and either join parties or express who they support. He aims to make sure people ‘don’t stop talking’ and stand up and confront the ‘UK’s disjointed political system’ (Davey, 2016). At a time where the younger generation are unhappy with political issues including the Brexit decision the Novelist is reaching out to them and encouraging them to talk and be apart of it. He has also been photographed in Hypebeast’s Pro-Palestine jumper which means he is also happy to take it a step further and wear this political views. This could influence others to begin expressing their political views in places where more people will see them such as clothes.
Fig 21
YOUTH AMBITION
CONSUMER TRIBE
T
he tribe for Youth Ambition consists of Generation Y/Millennials who were born between late 1980’s to late 1990’s. Also called the ipod generation they have grew up with excess of technology at their fingertips. This has allowed them to retain more information from the world wide web which has educated them and influenced their views. Being informed and involved in politics is important for them as they are aware of the effects it will have on their future’s. This is becoming even more important as many have or will have large debt which has accumulated from increasing university fees. They document their political views on their social media platforms especially as they believe it’s important to use their voice and be heard. They are politically pro-active because as growing up in the most diverse generation yet they believe Diversity is very important. They have the outlook that a diverse, multicultural society is much more beneficial. This is because it allows people to be more creative and innovative as they can collaborate with people who have a range of different influences and experiences. As well as wanting to work in a diverse environment they also want to consume products from companies who make diversity and inclusion a priority such as Apple and Netflix (Stockbridge, 2016). Many consumers will be students still studying to join others who are already in occupations such as artists, designers, musicians and technology innovators. A key part of their job role will be able to creating the future by designing new interiors, creating the next song or inventing the next piece of technology. They will live in city centres where population is more diverse than normal due to influx of students and migrants . Within these cities they will socialise in creative parts which will consist of art galleries, gig venues, bars, food festivals and street art. Their social group consists of both sexes and people are from all different backgrounds. Their friends are a big apart of their lives and spend most of their spare time socialising with them. Travel is also highly important to them and European city breaks are participially appealing to them. They enjoy traveling to new places as it allows them to discover new cultures and therefore it’s rare for them to visit the same place twice. This also goes for restaurants, trying different types of food is a habit of theirs and they aren’t afraid to order something they haven’t heard before off the menu. This is why they enjoy eating out a lot, especially at food festivals. It’s a way of discovering new things and learning more about the world. However when at home they will mostly eat simplistic meals which they will eat while getting ready as they are normally in a rush to meet friends in the evening. When they do not have plans or work to do they will stream programs from their laptops and chill in their living rooms. They do appreciate a break from working, study or socialising as it allows them to recharge. They also like to keep up to date with technology as having new gadgets helps to benefit their work resources. Their fashion style is modern, brightly coloured and ‘individual’. Their favourite pieces are normally brought from unquie shops in the quirky places they hang out in. However they also enjoy online shopping as it can be more convenient for them in their busy lifestyles.
YOUTH AMBITION
Fig 31
Fig 29
Fig 28
Fig 30
Fig 32
Fig 26
Fig 33
Fig 23
Fig 22
Fig 27
Fig 25
Fig 24
YOUTH AMBITION
CONCLUSION I
n conclusion all this research has come together to create this trend Youth Ambition. It’s a trend which is forming from the forwardthinkers of the millennial group. From all the events which have impacted their lives has caused this open-minded attitude which wants them to try new experiences and learn from the world. This trend is therefore impacting how they travel, eat and work. It means they are ambitious with their job goals as well as what they want to achieve in their leisure time. In order to have time to do all this they want more flexibility in their lives which employers are having to give them in order to keep them in their workforce. This is shown by brands such as google allowing employers time to do their own passion projects. This will allow more millennials to have this time to enjoy more experiences. Also if they are happier in their jobs they will achieve more and. A working habit which has occurred is the use of collaborations. Their open-mindedness means they welcome ideas and views from other people which will impact their own work. If they aren’t happy in their lives they will create big changes in order to benefit them such as job hopping. This is because they have the ambition to always strive for better as they believe it’s achievable. They also aren’t afraid to have political opinions which as they grow older will become stronger. This will lead them to express their views in even stronger ways such as how they dress. All these different things which cause brands to react to give these millennials want they want. It will change how travel companies, employers, food restaurants and clothing shops will operate to engage these ambitious open-minded group.
YOUTH AMBITION
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YOUTH AMBITION
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