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