the recession generation
We’ve
just done a fun piece of research, going all over the world to try to
learn a bit more about how 18 to 25 year olds feel about the world they
live in.
All in, it was pretty inspiring stuff.
For a generation that are staring down the barrel of what could be a
protracted global downturn – something that could swallow much of their
20’s – we found people who were overwhelmingly positive about the
world, and ambitious about the impact they could have. We were also
hugely impressed with how down to earth they were in pursuing these
ambitions. This is an age group that are often accused of being
trivial, fashion and fame obsessed, with their heads stuck in some
digital device or other, but most of the people we met were pretty
driven and hard working. They certainly had big plans, and busy days.
We’ve had an an amazing and inspiring journey meeting thee people, and
sharing a bit of their lives. It’s so much better to get in amongst it
with people, so instead of research centres, and boring recruitment
companies, we tried to get into people’s homes, hang out where they
hang out, play where they play, and spend time with them, their
families, and their friends. We worked with a lovely little research
company called Lucid on this. A big thank you
to them for all the great work they’ve helped us do, and all the lovely
pictures they took along the way.