Australian Youth Want Brands to Stand for Something and to Better Reflect Diversity

Six out of 10 said that most brands still hold Western beauty standards higher than any other.

Amplify’s exploration of modern youth culture, Young Blood, marked its fourth year with an expansion of its study to an Australian audience.

The wide-ranging survey, which covers many of topics, talked to 2,030 18-30 year olds, spanning genders, regions and socio-economics to better identify the “hopes, fears and realities of growing up in Australia today.”

One interesting finding that immediately pops out is nine in 10 Australian youth responded that they care about what a brand stands for. As for what that stand can accomplish, 20% feel that brands can be more powerful than government in bringing about positive change.

On more specific topics of affecting change, 34% of respondents said that brands should lead the way in saving the planet – a tall order indeed.

- Advertisement -  

In terms of brands reflecting the world around them, 64% said they want to see more brands reflecting diversity in terms of body image, race, and gender. Women felt 20% more strongly about this than men, with those that identify themselves outside the binary even more likely to want diversity.

When people are represented young consumers are more likely to relate to the brand with 55% agreeing with the statement, “seeing people like me in advertising makes me feel more positively towards the brand.”

Six out of 10 of those talked to said that most brands still hold Western beauty standards higher than any other.

Other Key Findings

  • 2/3 want to experience a product or brand before they buy.
  • 74% think it is important to stand up for what you believe in, even if that opinion is unpopular or inconvenient.
  • 8/10 believe beauty comes in many shapes, sizes, and colors.
  • 2% think having a large social media following = success.
  • 50% say being happy = success.
  • 56% would buy healthier and responsibly sourced food if it was cheaper.
  • 7/10 feel technology helps them feel connected to the rest of the world.

The study also offered some advice for brands with a series of tips on how to better resonate with youth. One we found particularly interesting was Ampliy’s advice:

Don’t tell them who they are, ask them…

“We have spent decades telling people that in order to be X they must do Y – and there was a time when people bought into that completely,” writes Amplify. “Things are different now and identity is a fluid, personal and ever-changing beast. As a brand, are you ready to credibly join this conversation through championing collaborations, personalization, experimentation and ongoing conversation?”

You can read the report here.

Subscribe to Our Newsletter

We don't share your info. We only share ours.

Related Posts

The Latest

Top YouTube Ads in the Asia-Pacific for July 2019

The brands featured on this month's Ads Leaderboard caught viewers' attention by combining captivating imagery with engaging, immersive audio.

David Droga To Receive Clio Lifetime Achievement Award

In 2017, Droga became the youngest recipient of the Lion of St. Mark at Cannes; he is also a laureate of the Asian Media and Marketing Hall of Fame

DDB Sydney Promotes Tim Woolford and Tommy Cehak to Creative Partners

DDB Sydney has promoted Tim Woolford and Tommy Cehak to creative partners as the agency continues to strengthen its creative offering.

Singapore Airport’s Rain Vortex Inspires a Song from Singer JJ Lin

Airports are a lot of different things to a lot of different people, but rarely are they something that inspire one to break out in song

TikTok Campaign in India Addresses How People Conduct Themselves When Creating Content

TikTok partnered with the Digital Empowerment Foundation to create a digital literacy program focused on the usage of user-generated content platforms.

Agency Haps

David Droga To Receive Clio Lifetime Achievement Award

In 2017, Droga became the youngest recipient of the Lion of St. Mark at Cannes; he is also a laureate of the Asian Media and Marketing Hall of Fame

DDB Sydney Promotes Tim Woolford and Tommy Cehak to Creative Partners

DDB Sydney has promoted Tim Woolford and Tommy Cehak to creative partners as the agency continues to strengthen its creative offering.

Affinity Makes Senior Appointments as Part of Shift to Agency Model

Australian effectiveness agency Affinity has announced three senior appointments to new roles reflecting a shift to an agency model that has completely removed the traditional account management department.

Publicis Groupe Appoints Ng Tian It ECD for Health Promotion Board Singapore Team

Publicis Groupe has announced Ng Tian It has joined the agency as a dedicated Executive Creative Director for the Health Promotion Board Singapore.

Freeman Singapore Appoints Sunny Lai as Executive Creative Director

In line with its Asia Pacific growth strategy, Freeman has appointed Sunny Lai as Executive Creative Director, Freeman, Singapore.

Two Ads I Like and One I Don't

Two Ads I Like and One I Don’t – Pann Lim

I was a TV addict (still am) when I was young and the period that I was most impressionable was in the 80s. I loved watching TV commercials more than the TV programs.

Two Ads I Like and One I Don’t – Niniek Sugiarti

I love watching Superbowl ads because this is when and where all the entertaining and big-budget ads are aired in one large burst. For this year’s Superbowl, I especially enjoyed the Amazon Alexa ad “Not everything makes the cut”.

Two Ads I Like and One I Don’t – Kit Ong

Branding in Asia asks industry experts to share two ads they like, and one they are not too crazy about.

Two Ads I Like and One I Don’t – Ambika Sharma

Advertisers know that there’s only so much you can play around with related to the core messaging of a brand. But even if the message remains largely unchanged, the ad itself should stand out from what has been done before.