Emerging Trends in Youth Culture
During a study of the emerging trends in youth culture it was determined that three major trends were prevalent in Europe. The desire to be heard politically, the need for social media interaction, and the responsibility to protect the environment where all top trends among European youth.
Expression of Political Views
- Young Europeans want to have an opinion. In the wake of the Brexit movement, this generation has seen the results of inaction.
- Young British consumers are not afraid to voice their opinions.
- Many young British consumers use American football and TV shows to escape the fatigue of constant politics.
- 33% of German middle teens are interested in politics.
- While 26% of young Germans have expressed their opinions via online petition.
- 68% of young Germans believe democracy is the best form of government.
- Social media is the ultimate representation of globalization. It has allowed people of all cultures to come together.
- While in the UK, social media has created distorted expectations, and perpetuated a culture of cyberbullying.
- 50% of people in the UK who check their emails outside of work registered the highest stress levels.
- Although too much social media can be detrimental to Mental Health, it has been realized that small doses of social media can be beneficial.
- Over 95% of young Germans communicate via WhatsApp.
Concern For The Environment
- The European youth is more conscious about how their choices affect the environment.
- Young consumers are using eco production materials.
- Young Germans value friendship, family, respect for Law and Order, and Environmental Protection.
- The teenage Global Climate movement has spread across the European Union.
- In 2018, thousands of young Britons took to London streets with signs that read, "the ocean is rising and so are we."
- Last year 30,000 students protested in three Belgian cities.
- In Germany 10,000 students skipped school holding signs that stated,"make our planet green again."
In an attempt to find information on the emerging trends in European youth culture, several approaches were taken to gather relevant data. Initially, the searches were oriented around acquiring information on European youth art and fashion culture. However, this approach led to a large amount of American retailers promoting European designs. The next approach was to find information regarding European youth culture trends in general, but that resulted in the presentation of a large volume of American Youth trends. Lastly, specific searches on UK and German youth trends resulted in the gathering of useful information. The targeted age range was a cross reference between Generation Z, which represent young people between the ages of 7 to 22, and of Millennials, which represent individuals ages 23 to 38 with giving preference to Generation Z.
We defined trends as those referenced and discussed at length in more than one credible source, including recently published articles and reports from Campaign Live, FleishmanHillard Fishburn, WeAreSocial, the Washington Post, among others.