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A ground breaking study with the youth market


To discover what 18-24's are really like and how changing socio-econimic climate and increased class polarisation impacts on what they buy now and in the future


We surveyed 1,000 18-24 year olds using a mix of both quantitative and qualitative research techniques. We utilised Panelbase, and engaged respondents via online micro communities, photo diaries and filmed face to face interviews


The young people we surveyed fit into 5 distinct segments or clusters - 'Go Getters', 'Passive Massive', 'Cotton Wool Kids', 'Shundergrads' and 'Minimum Rage' and what we discovered about them was fascinating.

  • Many are rejecting a degree and choosing a vocational path instead
  • Most have aspirations
  • Some are very ambitious
  • There's no longer one set of brands that are everyday and aspirational for all
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