Young People Striving to Be ‘Superhuman’
Self-improvement is on the top of 16 to 24 year olds’ to-do list as they partake in activities that aid in a dedicated process of becoming the best version of themselves possible. Eighty-four percent of U.K. 16 to 24 year olds feel it important to continuously improve themselves and learn new skills. From brain-boosting exercise classes and superfood diets to learning to code and actively practicing mindfulness, brands need to understand that this generation is capable of a lot. Expect the trend to move from self-improvement to bettering the world around them.
“I don’t see the point in doing or immersing myself in anything if it doesn’t better me or make me happier. The only way in which we can prosper is by engaging our minds in new activity. It’s crazy how much you can learn from even the people you surround yourself with.”
Lara Piras is Voxburner’s content and insights director, creating and overseeing in-depth reports for annual Voxburner events YMS London, YMS New York and soon-to-be YMS Berlin, YMS Singapore and YMS San Francisco. Youth Trends delves into a youth consumer behavior forecast for the year ahead and beyond, and Youth 100 reveals the top brands according to 16 to 24 year olds via a quant survey of over 2,000 young people. Considered a youth culture expert, her vast industry knowledge in multiple disciplines comes from working with some of the industry’s best, including The Future Laboratory, MTV, WGSN, Vogue U.K. and Vogue U.S. in New York. She has previously worked on youth research projects for big brands including size?, Channel 4, SUPRA and Peroni.