Report: Young people want experiences, not endorsement

New study to help marketers connect with younger consumers

Young people in Australia want to connect with brands the way they do people – face to face, according to new research.

Young Blood: The New Australia, undertaken by brand experience agency Amplify, also reports young people are taking on the fight for a more socially conscious and responsible Australia and if brands want to connect with this demographic, they will need to offer good experiences.

Exploring the question ‘Who are we?’ from the point of view of 18-30-year-old Australians, Amplify spoke to over 2000 individuals and took a look at the mainstream values, attitudes and behaviours of a cross section of Aussie youth, spanning ages, genders, cities, regions and socio-economic groups.

Amplify brand director, Krupali Cescau, told CMO this national study has given it unique insight into what young Aussies want, and in turn what marketers need to know to effectively communicate to them.

“We need to be wary of using insight from other Western countries or merely rolling out strategy that has been successful in other regions to connect with this savvy, woke and multi-faceted group,” she said. “Now, more than ever, young Aussies are driven by a need for human connection through physical experiences. Only 20 per cent think celebrity endorsement is important and only 30 per cent care about seeing a brand on social media, but we found that after price and quality, nearly 70 per cent think the biggest influence on purchase is experiencing a product or brand before they buy.

“This is a clear signal to marketers that young people want to connect with brands in the same way as they do people; face to face, IRL [in real life], product in hand." 

Noting assumptions don’t always align with truth, Amplify originally launched Young Blood in the UK in 2016. With the Young Blood: The New Australia research, the group explored the stereotypes young Australians are saddled with and contrasted them with the realities they express.

Amplify managing partner Australia, Gareth Davies, said it quickly discovered young people are not mere followers of global trends; their influences span far and wide.

“Insight from other countries cannot and should not be used to predict their values, attitudes and behaviours and so we are so excited about collaborating with brands to give them the tools they need to authentically and accurately reach the audiences they need to get to,” he commented. 

Related: In depth: The art of dealing with Generation Z

Report: GenZ are increasingly seeking ‘clicks to bricks’ and trading privacy for personalisation

New research finds passion and purpose the key to youth marketing

The research also found six in 10 believe their generation values individualism more than any other have, and seven in 10 believe they are the generation that has to take responsibility for forcing environmental change. Four in 10 feel guilty about buying things they need, and 42 per cent are fearful of their future financial position. Fewer than 10 per cent worry about immigration, 43 per cent feel powerless to change policies they disagree with and 56 per cent would buy healthier and responsibly sourced food if it was cheaper

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Focus on your customer experience not your NPS score. Fix the fucking problems and the customer support requests will go away.I currently...

Chris B

Bringing community thinking to Optus' customer service team

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Whose responsibility is it to set the ground rules for agency collaboration?

It’s not that your agencies don’t have your best interests at heart – most of them do. But the only way to ensure they’re 100 per cent focused on your business and not growing theirs by scope creep is by setting the guard rails for healthy agency collaboration.

Andrew Pascoe

Head of planning, Hatched

Sign in