What unites young adults in mainstream Britain?
Millions of young adults engage with ITV, in fact 73% have already used ITVX. Young adults are a core part of ITV’s audience and an audience ITV is actively investing in. The ripple effect of ITV’s influence is felt throughout mainstream youth culture from Love Island to TOWIE and I’m A Celebrity to Big Brother.
We worked with Crowd DNA, a cultural consultancy, to uncover what makes this generation of young adults tick. We used a blend of cultural analysis, qualitative and quantitative research to gather perspectives from a broad swathe of young adults and identify four cultural truths for this audience.
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Our Findings in a Nutshell
69% of young adults believe that they will be worse off than their parents' generation. But they are refusing to feel powerless. When asked how they were feeling, young adults were more likely to say they felt ‘hopeful’ than any other emotion.
A prolonged era of uncertainty has this generation of young adults focusing on themselves by consciously prioritising doing the ‘right thing,’ by practising self-awareness, self-control and self-determination. This constantly conscious mindset is influencing their behaviours, beliefs and most importantly how they are engaging with content.
For young adults there’s been a real increase in uncertainty about the future. There is a broken social contract for young people who have seen their parents going to university and getting a job but this promise has not been deliveredProfessor Kim Allen, Leeds University