With a new report stating that one in five of the UK’s young adults is out of work, it’s fair to say that the job market is a difficult world for some. Because of this, brands need to pay close attention to this demographic, as research highlights that young consumers are responding to economic hardship in different ways.
Young people are showing diverse attitudes towards the economy, and brands aspiring to connect with 18-to 24-year-olds must now tailor their offer to 5 groups, according to an agency.
The research surveyed 1,000 18 to 24-year olds, calling the group the ‘Con-Demmed Youth’, a clever play on words between the Conservative and Lib Dem government they exist under. The 5 groups are:
- Go Getters – 23% of the sample, classed as the most ambitious and socially aware people
- Cotton Wool Kids – financially protected young adults who make up 23% of this sample
- Passive Massive 22% of the sample, the laissez-faire segment
- Minimum Rage group – 17% fall into this segment, the most likely to be unhappy and lacking in ambition
- Shundergrads – the 15% who are very savvy and see little need for a university degree.
The Go Getters are perhaps where some brands should take note. Mostly female, this group are academically successful, socially aware and with high career goals. Although not particularly materialistic and happy to mix designer and high street brands, they’re likely to spend money on some premium brands and eating out.
On the other end of the scale, the Passive Massive group shows little discrimination and lacks opinions on brands, and has little interest in the state of the economy. Unsurprisingly this is where the highest level of unemployment sits, with 55% saying a career is not necessary for their happiness.
The report makes for interesting reading. Take a look at the five groups that make up the ‘Con-Demmed Youth’ study and their favoured brands. Read more…
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The job market is a cautious place for some at the moment. So when we asked London members for their opinions on their career options and goals for 2012, it was great to see there’s still plenty of optimism and motivation in our region.
Join 21 heavyweight email marketers including: Philips, Standard Life, Tripadvisor, KLM, Which?, The Carphone Warehouse, Confused.com, NSPCC, Links of London, The Times and many more on 15th November as they reveal how they are maximising their ROI by increasing their open rates with relevant, engaging and behaviour-targeted emails.
Whilst business today is being implemented from one, three and five year business plans in accordance with rapid market changes it is time to give vital consideration to the next 10 years and the strategic plan. The shift of market focus is more than apparent in industries today but with media related ones more needs to be done in order to build critical bridges with telecoms companies and channels.
Whether you want to take a step towards a new career, increase your scope and experience or whether you want to understand the buzz words and know how to turn them into marketing strategies, the bottom line is you need to be informed about digital marketing and its tools. Gaining an understanding of what digital marketing is and how to handle successful digital media campaigns will bring recognition
Last night I watched “Made in Dagenham”, the true story of the late sixties campaign by women at the Ford car plant in Dagenham for equal pay. It wasn’t until 1970 that the Equal Pay Act was passed by the UK Parliament – a fundamental right that we now all take for granted.
This was certainly the message given by Giles Pavey from dunnhumby at the CIM Summer Marketing Conference in Chelmsford last month. Giles talked enthusiastically about the good old days when the owner of the corner shop knew all his customers personally and this desire for detailed customer insight is really the driving force behind the success of the Tesco Clubcard.
There’s a lot more to it than vouchers and price promotions though – if you want to know more you will find a copy of Giles’ presentation on the marketing conference 
Right now, many of our London studying members will be waiting for their assignment and exam results, due at the end of August. So now may be the ideal time to take a short break and think about your study plans for the Autumn.
If you’d like some help with your personal study plan, or like to chat about any other aspect of CIM study, Student Support Group can help with free advice on their:
The Women in Marketing Awards
December 5, 2011
A word from Phil Preston
by CIM GLR
in Careers, Chairman's comment
Can you feel the love?
Corporate Social Responsibility, or CSR to its friends, has been the subject of two recent CIM conferences, the first put together by the Finance Market Interest Group was quickly followed by the Good Marketing Conference staged jointly by the Social Marketing Market Interest Group and the East of England Region. See, there’s even love between the volunteer teams of the Institute.
At both events it was clear that at a corporate level sustainability was a major focus for many companies and organisations. Marks and Spencer, Unilever, RSA, Lloyds Bank and Speedy Hire were all promoting the benefits to society of a green approach to business – the other driver of course was profitability, as building energy saving efficiencies into the supply chain is an obvious win win.
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