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

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.

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