Study: 40% Of Millennial Aussies Feel Guilty About Buying Stuff They Don’t Need

Study: 40% Of Millennial Aussies Feel Guilty About Buying Stuff They Don’t Need
SHARE
THIS



A new study that delves into the cultural identity of Australian youth has been launched by brand experience agency AMPLIFY.

Bringing its insights platform Young Blood to Australia, youth focused brands will now have an incredible resource, unlocking attitudes around culture, spending, technology, food, alcohol, sport and identity.

Noting that 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, it has explored the stereotypes young Australians are saddled with and contrasted them with the realities they express.

Amplify’s managing partner Australia, Gareth Davies, “We have quickly discovered that these 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”

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.

Significant findings include:

  • 6 in 10 believe their generation values individualism more than any other have
  • 42 per cent are fearful of their future financial position
  • Seven in 10 believe they are the generation that has to take responsibility for forcin environmental change
  • Four in 10 feel guilty about buying things they don’t need
  • 43 per cent feel powerless to change policies they disagree with
  • Less than one in 10 worry about immigration
  • 56 per cent would buy healthier and responsibly sourced food if it was cheaper

Amplify’s brand director, Krupali Cescau, added: “The Young Blood platform is our chance to challenge the narrative- to look past the narrow behavioural research most brands ask of us and ask questions that really delve into the realities of growing up in Australia today. Essentially, we’re moving past the tabloid headlines and trying to understand the multi-faceted human behind it.”

Presented as a free to access, in-depth analysis of all the qualitative and quantitative data collected via a white paper and five short films, the data can also be cut on request, to highlight specific areas of interest.

Please login with linkedin to comment

amplify Marketing to Millennials

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]