A new study states that 18 to 39 year-olds in the UK are “more forgiving toward brands” than their older counterparts.
That information comes from JWT London’s Austerity Index
, which measures the effects of broad-scale government cutbacks.
The 18-39 age group, dubbed the “resilients
,” perhaps feel this way due to their “connections” with brands, according to JWT chief strategy officer Tracey Follows, who tells The Drum
Naturally some of the resilients’ can-do approach could be down to their youthful optimism but they may also derive some buoyancy from their sense of connectedness.
This generation has grown up witnessing and harnessing the power of social networks, so they have greater faith in themselves and communities to have influence and to drive change.
According to the study, this generation is also more likely to:
• Take on extra work (35 percent more likely)
• Purchase items to resell for profit (20 percent more likely)
• Start their own business (11 percent more likely)
They are also willing to make sacrifices, such as:
• Skipping meals to save money (40 percent more likely)
• Selling items they still need (30 percent more likely)
• Moving to a cheaper part of the country (18 percent more likely)
[RELATED: Get advanced brand journalism tips from Mark Ragan and Jim Ylisela.]
Maybe the reason younger folks tend to be so forgiving of brands is that they kind of act like brands themselves.