ABOUT

"This report paints a totally new picture of British youth today. If you want to understand the future, you have to read, understand and take on board the lessons of ‘Young Blood’."

Stephen Rosenthal – Head of Social, Google

Why Young Blood?

Young Blood is Amplify’s follow up to our critically acclaimed 2012 thought leadership film ‘FanCulture’.

Over six months we interviewed 2,506 13-25 year olds, generating 7,000+ hours of interviews. The result is a white paper, a seven-part film series, a collection of talks in collaboration with The Soho House Group, and a companion book.

Our research was born from our continued desire to understand the hopes, fears and realities of growing up in Britain today. We’ve all heard the stats, but it wasn’t enough for us just to know that ‘they spend four hours a day on their phones’.

13-25 is a broad age span. As the age gap widens the differences increase, reflecting new and varying influences. To truly understand the behaviour of our young audiences, their attitudes and motivations, we needed to know ‘why?’. Importantly, we wanted to find out what this means for brands and marketers, as it’s vital we understand these nuances for today’s campaigns, and those of tomorrow.

We truly believe this generation gets a hard time in the media. Through having created collaborative campaigns for brands including Converse, Red Bull, PlayStation and YouTube, we know what a talented, positive and pragmatic group they are, despite some of the tough challenges they face.

Through Young Blood we wanted to give Britain’s youth a platform to say what they really think, helping them challenge the stereotypes they face and going beyond generic labels like ‘Millennial’ or ‘Gen Z’.