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Youth in Focus offers a human layer of understanding amid a deluge of emotionless data. The report paints a rich, nuanced and varied picture of youth culture today. 

The People is an award-winning youth culture consultancy powered by 100+ young, creative strategists and cultural frontrunners. Therefore, we never make assumptions; we rely on the truth, the voice of the youth. 

For this project, we actively focused on identifying the biggest pain points facing young people today. We begin with an analysis of the current brand-consumer relationship, before exploring the emergence of young people as new shareholders. At last, we provide a practical guide on how brands can turn their challenges into opportunities by maximising action and minimising anxiety.

Below are a few of the key insights that can be found in the report.

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n o m o r e g a t e k e e p e r s


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R E L E V A N C E O V E R R E A C H


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n e w s h a r e h o l d e r s


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A C T I O N + A N X I E T Y

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E q u a l i t y + I n c l u s i v e i d e n t i t i e s


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C R E A T E W I T H , N O T F O R


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