Young Blood: The New Australia
What does it mean to be a young Aussie today?
Young Blood is Amplify’s ongoing exploration into modern youth culture. Now in its fourth year, we have expanded internationally to gain insight into our Australian audience.
Our research comprises of interviews with 2,030 18-30 year olds, spanning genders, regions and socio-economic groups to bring you a deep dive into the identity, hopes, fears and realities of growing up in Australia today.
We found their values, attitudes and behaviours seem to be driven by a core need for human connection.
As self-confessed tech obsessives, they aren’t just retreating into the digital world, they are using it to help organise their social lives, connect with their global family and to make real-world connections.
As activists, they are using global political causes to connect with like-minded peers around the world in conversations about their future, the environment and sustainability.
As foodies they are using social eating as a reason to come together and connect with their friends.
As open-minded and liberal thinkers they also want the great variety of people that make up Australia to feel represented and connected.
Finally, they want to connect with brands in the same way; physically, immersively, digitally and in a way that highlights their shared values. After price and quality, 2 in 3 feel experiencing a brand or product before they buy is the most important purchase factor.
These are just some of the different passion and pressure points we've found in our research. Below we outline ways you can use, segment and engage with what we've found...
Our free research provides an in-depth analysis and amalgamation of the qualitative and quantitative elements of the research. We have looked at the prevailing attitudes and beliefs of our audience in the context of world events, trends, the political and financial climate, overlaying this with direct quotes.
We spoke to over 2,030 young people across Australia's regions, including Queensland, New South Wales, Victoria and South Australia. We found that, more than anything, they're seeking human connection and this manifests in how they relate to tech, food, going out, activism and travel.
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2/3 want to experience a product or brand before they buy.
74% think it is important to stand up for what you believe in, even if that opinion is unpopular or inconvenient.
8/10 believe beauty comes in many shapes, sizes and colours.
2% think having a large social media following = success.
50% say being happy = success.
56% would buy healthier and responsibly sourced food if it was cheaper.
7/10 feel technology helps them feel connected to the rest of the world.
In five key films, we explore what it means to be a young Aussie today. Through in-depth interviews, we get to the core of how young people answer the simple, yet complex question: who are you?
Each film provides a deep dive into key topics with five shorts designed to give a snapshot of how they feel about sports, food and drink, retail and spending, technology and social, as well as identity and influence.
In collaboration with Mindshare and McKinsey, we are running a series of events to explore technology, retail, sport, alcohol, food and drink, to bring brand-side marketers an in-depth understanding of how to inspire this audience.
It was important for Amplify Australia to strategically and creatively hit the right notes with young Aussies, so extending the Young Blood platform to give us a wealth of insight about this home grown audience was a natural choice. Not having accessible, in-depth data for this market, our global clients were keen for us to provide the same detail and nuance for their work here. We have quickly discovered this audience 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.
► If you are a brand and interested in a presentation or workshop to share the findings please contact firstname.lastname@example.org