We’re excited to launch our latest research piece; Generation Cynic.
The research was inspired by the frequently heard narrative that young people today are a sceptical and cynical generation.
Partnering with Hype Collective we spoke to brands including TikTok, Defected Records and ITV, and then surveyed 1,000 16-24 year olds across the UK to arrive at some key findings.
It looks at the effect of imperfections on trust, how influential influencers are now, whether young people believe the media, how (and if) brands should support social causes, and whether escapism still exists or are young people too busy campaigning and cancelling.
If you’d like a copy of the report, or would like us to present it to you and your team, please send us a message at firstname.lastname@example.org