Insights into Youth Behaviour and Culture

By Roy Bose

“Ask the young. They know everything.” Joseph Joubert (1754-1824) French moralist.

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Never has the quote made more meaning than, probably, in this century

Youth are not afraid of voicing their

opinion and in-turn they can make or break a brand

Main youth consumption drivers are still –

Instantaneousness & Spontaneity, Novelty,

Peer Pressure & Peer Group Belonging, Family Unit, Power, Identity Formation

There are 16 major Western Youth TribesCan you identify the Trendy, Emo, Clubber?

Each tribe varies from one another in terms of Personality Traits, Music, Activities, Style, Brand Use

Do you know the type of music and brands Emo’s like compared to a

Trendy or a skater?

“i don’t do brands’cos i’m coolio!”

There can even be a huge

snobbery not being seen as

‘part of the herd’ but being

seen as ‘off-beat’, ‘off-deck’

and generally ‘against the grain’

Youth love Jones Soda, Nudie,

Vans, HBS – all ‘off-beat’ names

Youth does not always

find global brands cool

Music is central to youth identity

Youth, especially the younger teens, these days find

downloading, like breathing, which is something you just do, without any thought or reflection

How do youth download music? What is the typology of the downloaders?

Do you know about The Freeloaders, The Angry Bloods, The Guilt

Conscious, The Downsizers, The BILTS, The FOB’s, The FOD’s, The Pretenders, The Righteous Buyers?

Youth still use their mobile phones mainly for –

TextingVoice CallingListening to (stored) musicAlarm clocksListening to the radioPhotography

Picture Courtesy -

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Contact: Roy Boseemail: roy@cinsights.co.uktwitter: roybosefacebook: Roy Boseweb: www.cinsights.co.uk