Youth Perspectives 2003

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Youth Perspectives 2003
Identifying the Tribes
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William Pitt, the Younger
Entered Cambridge at 14 years of age and
Parliament when he was 22
The youngest Prime Minister on record, winning
the post at the age of 24 in 1783
Remembered for his tough policies against
corruption, fiscal reform, shifting power towards
the House of Commons and the union with Ireland
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George Armstrong Custer
Custer became the youngest general in the Union
army in June 1863 at the age of 23.
He is remembered as a hero of the last stand at
the Battle of Little Big Horn.
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Bill Gates
Started Microsoft with his childhood friend Paul
Allen in 1975 when he was 20 years old
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Ellen MacArthur
Completed the Vendee Globe 2000 race at the age
of 24 100 days alone at sea.
Sailed alone around Britain at the age of 18
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• Its not just 18-26 year olds who are young

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• 2 million people aged 27 or over are interested
  in extreme sports

GB TGI 2003 Summer (April 2002-March 2003)
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• Adults aged 27 or over consume 53 of the total
  volume of alcoholic carbonates drunk
• in Great Britain

GB TGI 2003 Summer (April 2002-March 2003)
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• 59 of people who go clubbing are aged over 26

GB TGI 2003 Summer (April 2002-March 2003)
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TRIBES

• AGE

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• Tribal Demographics

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What does 18-26 mean?

• There are 6.3 million 18-26 year olds in
• Great Britain. The things common to all of them
  are
• They have left school (although may still be in
  
• education)
• They are able to drink legally
• They can all vote

GB TGI 2003 Summer (April 2002-March 2003)
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18-26 Year Olds by Social Grade
C2DE 2.9 million
ABC1 3.4 million
GB TGI 2003 Summer (April 2002-March 2003)
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Motivation and Aspiration

• 18-26 and ABC1 Index
• I consider myself interested in the arts 125
• My work is a career not just a job 122
• I am interested in different cultures 116

• 18-26 and C2DE
• I find it difficult to say no to my kids
  140
• A womans place is in the home 129
• Ill never get used to computers 126

GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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Clothes Shopping
Index
GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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Attitudes to Advertising
Index
GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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TGI Lifestage

• TGI Lifestage is a classification based on
  household composition
• It divides the GB population into 12 groups,
  which provide a clearer explanation of lifestage
  than basic demographics.

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18-26 Year Olds and Lifestage
GB TGI 2003 Summer (April 2002-March 2003)
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Fledglings

• Account for 2.5 million 18-26 Year Olds
• Group is defined as
• Not married and dont have a son or daughter
  living with own parents

GB TGI 2003 Summer (April 2002-March 2003)
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Playschool Parents
Account for 1.3 million 18-26 Year Olds Group is
defined as Live with son or daughter and
youngest child is aged 0-4
GB TGI 2003 Summer (April 2002-March 2003)
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Lifestage Groups Expenditure
Index
GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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Lifestage GroupsConsumption Habits
Index
GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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Lifestyle - Fledglings
My car should attract peoples attention
A designer label improves a persons image

• I loathe doing any form of housework

Home décor is of no particular interest to me
I leave the financial arrangements at home to
someone else
GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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Lifestyle Playschool Parents
I always buy the brands my children prefer
Theres little I can do to change my life
When shopping I budget for every penny
I like to take holidays in Britain rather than
abroad
GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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Finance

• Playschool Parents
• () I like to pay cash for everything I buy
• () I spend money more carefully than I used to
• (-) I look for profitable ways to invest my money

Fledglings () I tend to spend money without
thinking (-) Consult financial advisers () Im
interested in financial services advertising
GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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Costa Coffee
Index
GB TGI 2003 Summer (April 2002-March 2003)
Base 18-26
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• Tribal Values

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Life Values

• Schwartzs model of universal values (1992)

Values priorities established on two fundamental
dimensions
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The key dimensions
Adventure Exploration
Self Interest Image
Conscience Spirituality
Safety Conservatism
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The 9 Segments
Adventure Exploration
Independents
Experiencers
Motivated
Utopians
Self Interest Image
Conscience Spirituality
Materialists
Virtuous
Comfort zone dwellers
Traditionalists
Safety Conservatism
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18-26 Year Olds and Life Values
Independents 11
Experiencers -18
Utopians 6
Virtuous 3
Traditionalists 4
Indifferent - 7
CZDs 8
Motivated 25
Materialists 18
GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
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18-26 Year Olds and Life Values
Experiencers -18
Motivated 25
Materialists 18
GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
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18-26 Year Olds and Life Values
Virtuous 3
Traditionalists 4
CZDs 8
GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
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Motivated

• I like to have control over people and resources
• I want to get to the very top in my career
• Its important that my family thinks Im doing
  well

GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
Base 18-26
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Experiencers

• I like taking risks
• I like to drive fast
• I have a keen sense of adventure

GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
Base 18-26
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Materialists

• Money is the best measure of success
• A designer label improves a persons image
• I dont want responsibility, Id rather be told
  what to do

GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
Base 18-26
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Lager Consumption
Index
GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
Base 18-26
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Lager Consumption
Index
GB TGI 2003 Spring (Jan 2003-Dec 2003)
Base 18-26
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Media Consumption
Index
GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
Base 18-26
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Attitudes to Advertising
Index
GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
Base 18-26
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Music preferences
Experiencers Indie, House / Garage /
Dance Motivated RB / Swing, Reggae /
Ragga Materialists Chart / Mainstream, Pop /
Boy and Girl Bands, Reggae / Ragga,
GB TGI 2003 Spring Life Values (Jan 2003-Dec
2003)
Base 18-26
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International Tribes
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Life ValuesInternational Comparison
Base 18-26
TGI Life Values
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ExperiencersOwnership of Nike Trainers (Index)
113
101
115

• 118

Base 18-26
TGI Life Values
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In Summary

• Age is a dying concept...

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Youth Perspectives 2003
Identifying the Tribes