Research Boards for FMP

Enhanced Explorium

Beauty in the mundane

Digital Wanderlust

We:topia

We:topia is based upon the Greek word utopia which is defined as an imagined place or state of things in which everything is perfect. As a result of political issues covered in the PESTEL analysis for example, Trump winning the election, the refugee crisis and Brexit it has renewed a sense of unity amongst the world. Protests around the world are creating a community where despite cultural differences the public are standing together for each other’s rights and for equality in the hope to create a united utopia. We:topia.

Millennials

23%

married and living on their own (Goldman Sachs, 2013)

87%

interested in buying clothes made in Britain (Dover, 2017)

Politics

Relationships

“Unaccountable political elites who were not democratically voted by the British people” (Mason, 2016)

“A broken nation” (Brinded, 2016)

72% 31%

of 18-24 year olds in favour of remain (YouGov poll) of Millennials voted for Donald Trump (Sachs, 2017)

INTERGENERATIONAL DIVIDE

SYSTEMATIC DISTRUST

TOXIC RELATIONSHIPS WITH THEMSELVES INSECURE ABOUT NOT BEING GOOD ENOUGH FOMO The toxic-modern syndrome for the communications obsessed age (Cohen, 2013)

Hierarchy of Needs

Escapism

FLUID LIVING FLEXIBILITY The inability to switch off is resulting in crippling levels of anxiety (Cosslet, Bretecher and Joice, 2016)

ACCESSIBILITY NOT OWNERSHIP

15%

rate ownership of a car as ‘extremely important” (Goldman Sachs, 2013)

40%

believe purchasing a house is ‘extremely important’ (Goldman Sachs, 2013)

81%

rated flexibility as an essential

Millennials are feeling the urge to pack up and experience different cultures first hand, that they have been previously exposed to online

27%

want to travel as much as possible (Price, 2016)

69%

Millennials have more weekend trips than in past generations (Price, 2016)

Existing Market

Primary Research ‘BREXIT BRITAIN’ Millennial Survey - Online subscription based service - Consultancy - Fashion, Insights, lifestyle & interior - Huge corporation

82% 67%

main concerns when purchasing goods are ethics in manufacturing, stable work conditions and equality

56%

want to build trust with a brand before purchase

81%

‘SOCIAL MEDIA’ Millennial Survey

- Online login for subscribers

‘MILLENNIAL MOTIVATION’ Survey “reluctant to settle down” “reluctant to purchase luxury goods & “value equality and giving back”

rated flexibility as a top 3 essential for their lifestyle

‘ESCAPISM’ Millennial Survey

72%

guilty of cancelling plans when they see something they deem more fun happening on social media

82%

82%

have felt left out before as they can see what their friends are doing at all times

67%

feel guilty that “consume too much”

64%

utilising apps to track their friend’s locations such as ‘Find My Friends’

54%

use vlogs as a method to relax & escape

90%

struggle to trust a stranger if their online presence is weak as opposed to being a regular poster

68%

feel they are more interested in travelling & experiencing cultures as a result of seeing them online

believe having access to global happenings at their fingertips has increased their level of compassion

- E- books & Trend books - Consultancy - Complementary blog

they

- Smaller company based in Newcastle

- Online subscription based insights - Division of The Future Laboratory - Reports - Activation & Amplification