5 Passion Points Gen X and Y Define Themselves By

5 Passion Points Gen X and Y Define Themselves By

Finding it difficult to connect with young audiences who are constantly looking to define themselves? The Lifelounge Sweeney Report has all the answers.

Too often marketers and advertising agencies battle against the digital noise to reach the elusive audience of 16-30 year old Australians. In the digital age, young Aussies have the upper hand in controlling what content they wish to see and consume. With the ability to download TV shows, movies, music, and the options to skip ads, it has been increasingly difficult to engage with this young audience and obtain their loyalty.

Brands must move beyond traditional advertising methods, and educate themselves on what this fickle demographic are interested in, identifying their core passion points, and understand how young people are engaging with the media that inundates them.

Aiming to cut through the noise and understand how young Aussies operate, the Lifelounge Sweeney Report extensively studies and researches the lifestyle behaviours of those aged between 16-30 years. Surveying 4,000 participants quarterly, the report covers pillars including Music, Sport, Fashion, Travel, Entertainment, Communication, Finance, Sex, Health and Education.

According to participants, the following 5 passion points are how they define themselves as individuals:

1. Experiences
Young Australians feel experiences to define their worth, and are traded as social currency. The more shareable experiences they are part of, the higher their perceived “cool” rating goes up among their peers.

2. Friends
Friendship provides young Australians a communication circle to share their experiences – social transactions where experiences become currency. Friends enrich these the defining experiences, which become the fabric of their fledgling adult lives.

3. Music
Music provides a common interest, and for many, a tribal sense of identity. We associate music with memory, attaching soundtracks to experiences. Unlike other forms of entertainment, music is easily accessible with many genres to identify with.

4. Technology
With the constant need to connect and share experiences, the young audience cannot live without technology. According to the Lifelounge Sweeney Report, 9 in 10 young Australians own a mobile device. Technology aids in the communication and transaction of experiences with peers.

5. Film
Not only a component of entertainment, film is a social connector as it opens engagement and discussion.

These insights and findings are available to assist brand managers and advertising agencies alike to better understand how young individuals define themselves via their lifestyle choices and activities, so marketers can better seed their messages, and connect with their audience in more engaging ways.

The Lifelounge Sweeney Report is the country’s leading provider of youth insights and youth research. To find out more, please contact Dion Appel at Lifelounge or Chris Styring at Sweeney Research.

Photo by Aleksandar Jason.

Polls apart: Young voters and the election policies that ignore them

Polls apart: Young voters and the election policies that ignore them

By 2025, Millennials will make up three quarters of the workforce. So where are the policies in the upcoming Victorian State election that support the future of these young voters?

Youth-segment marketing specialists, Lifelounge, deep-dive into the minds of young Australians to find out what makes them tick. This week, we examine their attitudes to politics, and their apparent lack of interest in the democratic process.

For many Victorian 18-24 year-olds, this Saturday will be their first chance to hit the poll booth. But if 2013’s Federal election is anything to go by, we can probably expect an underwhelming show of enthusiasm.

Even though it’s compulsory, 17% of 18-24 year-olds admitted they didn’t plan on voting in last year’s Federal election, which was reflected in record numbers of donkey votes. They also aren’t enrolling to vote at the same rate as the rest of the population, to the point where the VEC are now offering iPads to youth as an incentive to vote.

Are 18-24 year olds as disengaged with politics as we think? Or do they simply feel like their vote isn’t important in a sea of policies designed to woo families and the silver-haired set?

At a glance, both major parties appear to have a sole promise dedicated to youth in their respective budgets. The Coalition promises to address youth unemployment with a $75m incentive plan for businesses to employ young people, and the Labor party has committed $100m to strengthen the TAFE sector. This comes at a critical time, when youth unemployment has reached 13.8% – twice the state average.

According to Lifelounge’s report, the LSR, Victorians aged 18-24 are still optimistic about the future, despite the lack of political policies designed with them in mind.

The LSR also reveals that 32% of 18-24 year-olds surveyed about Australia’s ‘big issues’ chose ‘creating more jobs’ as their biggest concern, followed closely by ‘improving the health care system’ and ‘assisting with housing affordability’.

While these stats prove that interest in public matters (while passive) is alive and well in this demographic, many still believe they have power as individuals, with 28% of respondents feeling they personally can make a difference in dealing with things like climate change.

Tellingly, 18% admit to living in the moment, and believing that ‘the future will take care of itself’, which is startlingly close to the 17% figure of those who didn’t plan on voting at the Federal election.

To better understand the motivations behind the notoriously hard-to-reach 16-30 year-old demographic, subscribe to the Lifelounge Report and gain insights normally reserved for their BFFs.

The Lifelounge (LSR) Report is the country’s leading provider of insights and research into young people 16-30. To find out more, please contact Dion Appel at Lifelounge 03 9912 8958.

Written by Leah Dunkley, Copywriter at Lifelounge Group.