menu

MTV Europe Finds “Youthtopia”

MTV Europe Finds “Youthtopia”
Advertising

MTV Europe recently published the results of "Youthtopia" - its first ever effort to understand the values, hopes and dreams of young people in Europe by asking over 7,000 youths to imagine their ideal world.

Paloma M. Vazquez
  • 9 february 2010

MTV Europe recently published the results of “Youthtopia” – its first ever effort to understand the values, hopes and dreams of young people in Europe by asking over 7,000 youths to imagine their ideal world. In order to make the study actionable for business – and not just interesting -respondents were asked to consider brands as people and whether those ‘people’ would be welcome in their eutopic world.

What makes this study relevant and interesting are two things.  The first might be of particular interest to Planners and researchers: how the insights themselves were gleaned.  In order to shed some light on the fundamental shifts in values, participants were invited to re-write some of the oldest rules for human behavior, and to take a critical look at their peers’ – resulting in the 10 Commandments of Youth.  On the flip side, they were asked to identify the Modern Day 7 Sins.  Surprising (and disheartening to this writer) was the fact that sloth, lust and pride are widely considered positive attributes that can fuel progression and strengthen one’s standing in contemporary culture.  Finally, a series of tasks were devised to scope out the key areas of young people’s lives – ultimately identifying several mindsets responsible for defining the hopes and dreams behind a Youthtopian ideal – and their attitudes and behavior.  They share just a few of the self-perceived truths about ‘the youth of today’ here – vs. the media’s impression.

The second inspiring idea behind MTV Europe’s study is the Youthtopian brand equity model it resulted in, and what it reveals.  The notion that brands have the opportunity to engage and connect with consumers by figuring out what they value – and finding a way for the brand to address that – is a hot conversation topic, as we heard last week during New York Social Media Week.  The Youthtopian brand equity model suggests that brands measure their value based on how they help their customers realize their ambitions and support their hopes and dreams.  And the research ultimately strives to identify what those hopes, dreams and desires that brands should be mindful of are.

While the study focuses on European youth, US-focused brands can still glean some insights from this study, given the relatively Global notions it captures – the need for corporate responsibility, values and consciousness is not unique to European youth.y

Advertising
Trending

Volvo's Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

Automotive
Automotive Yesterday

Toyota Is Using Sewage To Power Its New Electric Car

A new hydrogen-fueled vehicle is driven by what we flush away

Culture Yesterday

Catch A Concert On This Small Floating Island

A man-made archipelago in Italy is hosting music and art performances

Trending

Get PSFK's Related Report: Future of Automotive

See All
Design & Architecture Yesterday

DIY Kit Lets You Build Your Own Wooden Bike, Boat Or Caravan

Woodenwidget says its detailed guides are suitable for beginners and experienced woodworkers alike

Related Expert

Nancy Herrmann

Retail, Luxury, Design

Design Yesterday

Crash-Friendly Drone Made From LEGOs Is Completely Rebuildable

The clever device offers games, education and the uniquely rewarding experience of destroying your high-flying airship

Fitness / Sport Yesterday

Free Sneakers Given Out To Motivated Marathon Runners

Strava will give the shoes to athletes who run the second half of their race faster than the first

Culture Yesterday

Someone Invented A Robot Just To Serve Trays Of Beef Jerky

Boston Red Sox star David Ortiz, in partnership with Chef's Cut Real Jerky, creates an automated snack delivery system

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Yesterday

Digital Design Expert: Mobile First Is Dead, Think Mobile Native

Brian Cooper, chief creative officer of OLIVER Group UK, explains how some brands are still playing catch-up to new technology

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Millennials Yesterday

Why A Social Networking Site Decided To Rebrand

Meetup, a platform that connects like-minded individuals, has taken steps to stay relevant amongst millennials

Work Yesterday

Editorial Roundtable: The People-First Workplace Should Borrow From Tradition

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX underline the old-fashioned ideas that deserve a place in the Future of Work

Fashion Yesterday

Handbags Crafted From An Old NFL Stadium

People for Urban Progress is an up-cycling program that tackles the waste problem of big demolitions

Work Yesterday

Tech Job Site Created Just For Those Who Are Older Than 30

A new occupational job board presents a creative solution to age discrimination in the tech world

Europe Yesterday

Architect Turns A Giant Smile Into A Public Exhibition

The structure offers visitors a new perspective of London and creates an immersive environment that integrates structure, surface, space and light

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Children Yesterday

Norwegian Kids Are Using Their Phones To Log Unsafe Street Conditions

Travel Agent is an app that gamifies the reporting of hazardous conditions to improve the safety of children's commute to school

Travel Yesterday

Google Wants To Help You Plan Your Next Trip

A new app curates vacation itineraries and organizes reservation emails to take the work out of planning a getaway

Technology Yesterday

Small Handheld Analyzer Checks Oral Hygiene On The Go

The breath-detecting gadget gives people a quick and easy peek into their dental health

No search results found.