A Socially Conscious, 16-25, Middle to Upmarket Demographic
Many people in the demographic 16-25 would be considered socially conscious, meaning they are increasingly aware of the important social issues surrounding their lives. Many issues are extremely relevant to this demographic because they are directly affected by them. For example, mental health is an issue that is affecting more and more people every day and is extremely prevalent for 16-25-year olds due to factors such as social media. Another key issue would be climate change due to the long-term effects that will be more detrimental to younger generations.
As shown by the data collected above, there is a wide range of issues considered by the demographic with key focuses on issues such as climate change and social inequality.
This middle to upmarket demographic would be likely to shop mainly online due to the benefits such as pricing and quality however, they would also be likely to follow trends when investing in fashion and entertainment industries. This can lead to a fickle approach to purchasing, where the consumer is constantly looking for something better to keep up with other people.
Furthermore, this demographic typically has a large online presence when it come to media. Television is being overtaken by online subscription services such as Netflix and free online content such as YouTube.
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