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Amplify asked over 2,506 young people, in the elusive 13-25 age range, about their hopes, fears and the realities of growing up in today's Britain for our seven-part documentary series Young Blood.
Advertising used to be brash, loud and screaming sex sells, with brands linking themselves to rebellion and constructs of coolness.
Today, the world lived online is transparent. Young people are more connected, sophisticated with their research and savvy than ever before. So who really holds the power?
45% refuse to buy products from a brand they disagree with
This film looks at how brands can get communication right... and oh so wrong. Watch below...