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At Face we are in constant dialogue with young people in our youth community Headbox where we work

The Face Youth Lab

with some of worlds leading youth brands including Coca Cola, Lynx and Google to help them co-create better products and communications. Today we are launching The Face Youth Lab which is the place for researchers and marketers to keep up to date with current youth movements and trends. By exposing Face case studies, sharing proprietary research and connecting you directly with young people our regular and varied offerings will help you understand and interact with this generation more profitably.

Coming Up on the Face Youth lab
Over the coming months we will be posting fresh research covering young peoples reaction to the recession and the importance of mobile convergence in their lives as well as what brands are in and out and some in depth analysis of the key changes in the youth market between over the past 2 years.

So keep an eye on Face Youth Lab as new research material, blogs, video diaries and casestudies will be posted regularly and we would love to get your reaction and interpretation on what this all means for researchers and marketeers. As a taster for new research over the next coming months we are going to be posting on Face Youth Lab some of the key trends identified from our last major youth study The Techtribe Report published in 2007 based on the views of 3000 16-25yr olds:

Connected
This generation of young people want to be entertained like any 
other, however, they are not glued to their 
TV sets; they are consuming the content that they want when they 
want via the internet and downloading/streaming it for free. They 
are in control of the media they consume and the advertising they 
see. This means broadcasters and brands need to worry less about 
what their advertising does to young people and much more about 
understanding what young people do with their advertising. 
So the question for all marketers is how, in this digital age, to get 
young people to choose to engage with my content?

Creative
The answer starts with understanding what is important to them; 
Tech Tribe 07 shows what their passions are and what gives them a 
sense of identity/community. A generation where 
”creativity” has huge social currency; friendship groups are defined 
by it; social standing is enhanced if you create and share content 
amongst your friends. At the heart of this is a generation who has 
found new avenues for self expression, making and sharing their own 
films, music, websites, games, photos, blogs and art.

Word of Mouth
The influence of friends on purchases made is huge, with 
91% saying that friends’ recommendations have influence 
on what they buy. The three top factors in terms of having a lot of influence on 
what they buy are friends recommendations, friends using 
the product/service and seeing people using/wearing the 
product/service. 65% recommend products and services to friends often or 
very often, rising to 80% amongst working non-graduates – 
the group most likely to recommend. 64% have recommended a product or service in the last month; only 32% have put someone off.