Research makes us better: Why we made ‘Young Blood: The New Australia’
Young Blood is Amplify's ongoing and ever-growing insight platform, exploring and celebrating modern youth culture. As an agency it's vital we're at the forefront of the inspirational but ever-changing attitudes of youth, for today and for tomorrow. We want to go beyond demographics - and there’s where research becomes key.
Why youth culture?
We firmly believe feel younger audiences get a hard time, whether it's the legacy they’ve inherited or being described in the media as millennial ‘snowflakes’ or tech obsessed ‘robots’. It simply doesn’t tally up with what we feel overall is such a positive and pragmatic set of individuals. Young Blood serves as a platform so their voices can be heard. It’s always the younger audiences we look to for inspiration, creativity, collaboration and to see what’s next.
The original Young Blood debuted in the UK in 2015. Since then, it has been regularly updated and expanded living as a series of white papers, books, talks and films. This insight ensures our work is strategically and creatively stronger. More importantly, it gives a platform to this creative, thoughtful, progressive and misunderstood audience.
Why ‘The New Australia’?
When we set up shop in Sydney in early 2018, we immediately put the wheels in motion to do an Australian edition spanning ages, location and socio-economic groups. As brands and marketers as it's vital to understand these nuances for today's campaigns, and those of tomorrow. Without a doubt Young Blood makes our work stronger, but it's also part of our social mission: 'to connect with, enable and champion young creative talent.
It is important for Amplify Australia to strategically and creatively hit the right notes with young Aussies, so extending the Young Blood platform is a natural solution, giving us a wealth of insight about this home-grown audience.
Not always having accessible, in-depth data for this market, our global clients have also been very keen for us to provide actionable detail and nuance for their Aussie audience. We have quickly discovered that these young people are not mere followers of global trends, but are influenced from more places than expected. Insight from other countries can't and shouldn't be used to predict their values, attitudes and behaviours.
Why research?
Our white paper is an in-depth analysis of all the qualitative and quantitative data collected for the research. Doing this type of research allows us to find both a breadth and depth to our subject matter.
We took the question ‘Who are we?’ as a starting point, focusing the lens from the point of view of an Australian 18-30 year old audience. We used this data to take 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. The data can be cut, on request, to highlight any of these verticals.
By researching and exploring the stereotypes young Aussies are saddled with and contrasting them with the realities the tell us about - deep diving into brands, culture, spending, technology, food, alcohol, sport and identity - we can truly get to know our audience on their terms.
-------------------------------------------------------------------------------------------------------------For more information or to get the research, watch the films or attend the talks check out our dedicated Young Blood page or contact Gareth via LinkedIn or below.
Gareth Davies | Managing Partner, Amplify Australia
gareth@weareamplify.com / +61 426 897 910