Mumbrella360 session asks ‘Where have all the rebels gone?’
A major piece of research uncovering marketing insights in Australia’s bland youth demographic will be presented at Mumbrella360.
Stig Richards, creative director of Sound Alliance, is to present a session at Mumbrella360 which reveals the unexpected findings.
Mumbrella reported on the findings of the survey last week, with Richards saying:
“People are suffering form info-besity. They are constantly snacking on LOLcats, on Psy on The Harlem Shake while similarly nibbling on Syria or tsunamis or European austerity and Australian politics.
“Nowadays we get this veneer of superficial detail no matter how unimportant and it’s changing the way we think and how we interact with others. Now essentially the key to changing your mind is refreshing your feed.”
The session offers insight into what motivates young people, their financial, social and media consumption habits, attitudes and preoccupations.
From FOMO to FONK (fear of missing out and fear of not knowing), the session will explore the importance of passion and purpose for young people and how their unique beliefs and psychographic make-up creates opportunities for brands and strategists.
The Sound Alliance, which specialises in the 18-29 year old sector, owns youth content platforms inthemix, FasterLouder, MessandNoise and SameSame and represents Last.fm, The Hype Machine and Pitchfork in Australia. The research is based on data from these platforms and a survey into the beliefs of 1,908 young Australians.
The kind of words that were most used by those surveyed to describe their own lives were “respectful” and “planned”.
Richards said: “Young people in Australia are in a gilded cage. They are in a generally stable economy. They’ve got an ineffective government, a dull opposition, banks that actually have money in them and nothing much to worry about. While not all of that is bad, Australian youth, you could say they are trapped but the door is wide open. They choose not to leave. There’s nothing to break away from. They are comfortable with the status quo. They have nothing to rebel against. That has an effect on their thinking.”
Does that mean Australia is creating all the internet trolls?
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Sounds like interesting stuff Stig! Good one
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Sound Alliance also owns the new pop culture website Junkee
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Do rebels comment on Mumbrella?
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We’re a very broad church, Jean. Rebels and non-rebels alike are welcome.
Cheers,
Tim – Mumbrella
Is it the young people who aren’t rebels or the boring, conservative firms they work for? From my experience most companies these days want good little acquiescent workers who shut up, do the job and don’t upset the share price. As an example, a magazine or website that did food and porn would probably do quite well, yet no media company would dare touch that. The other problem is everybody just copies everybody else’s ideas… it’s safer that way. Or, take the magazine industry or TV, there’s not a lot of competition so people don’t really have to try that hard.
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