WIXLIB

Aspirations andDreams

Majority of Tribes have aflexible approachtowards lifeAt a time in which employment is precarious, wages feellow and - in light of Brexit – general economicuncertainty, 16-24 year olds today have adopted a moreflexible attitude towards life in which they take each dayas it comes.Traditionally long-term goals may have been set byprevious generations, but in order to remain flexible inuncertain times, Tribes find themselves tackling life inmore of a day-to-day approach.2

What do Tribes prioritise?We asked 81 of our Tribes to rank a list of their top priorities in life to establish what wasimportant to them and what was least important.High priorityLow priority/Indifferent73% of our Tribesranked ‘Family’ as ahigh priority20% of our Tribes ranked‘Relationships’ as a lowpriority71% of our Tribesranked ‘Health’ as ahigh priority38% of our Tribes wereindifferent about ‘Money’70% of our Tribesranked‘Career/Success’and ‘Learning’ as ahigh priority22% of our Tribes wereindifferent about ‘Funand Adventure’Q3. Thinking about where you currently are in life, we’d like to know what your current priorities are? Rate each areaon a scale of 1-5 (1 being low priority and 5 being high priority) on the following aspects: N 81. High priority 4-5,Low priority 1-2. Indifferent 3.3

They strive forfinancial security butstill want to stay trueto themselvesFor youths today, there is an increased amountof pressure to do everything within a shortperiod of time; they have a multitude of dreamsand goals they want to accomplish with, whatfeels like, very little time to do so. Tribes arestriving for financial stability and opting forcareer paths that will offer them financialsecurity; this is seen as the first step towardsachieving the success they strive for.However, amidst their dreams and goals, theystill want to retain their friendships and thevalues that matter to them; ultimately helping tokeep them centred as individuals. They areever-optimistic to see what the world has tooffer through travel, developing new passionsand finding love.“In 5 years time I would have been out of university for 4years and hopefully finishing off my training as a lawyer. Ihope that I would have maintained the real friendships I havewith people now, despite perhaps moving away to London. Ihope that I continue to be ambitious.” – Female, 19“In 5 years I would hope to have already successfullyobtained my Bachelors degree in 2022 for Accounting andFinance and in 2023 graduating with a Masters degree inForensic Accounting. At this 5 year mark I hope that myonline store for selling some of my art/designs is doing welland gaining positive attraction on social media. I see myselfmoving on after postgraduates to working in the financialsector and developing my accounting career. During that 5years I wish to have accomplished my goals of losing weight,being more healthy physically/mentally, completinglanguage courses in Spanish and BSL, learn the guitar andstart the process of moving to Toronto.” – Female, 17With high competition in the job sector, thisgroup are also using the disposableresources available to help upskillthemselves. Not afraid to expand theirskillsets, Tribes are learning the trades ofvarious occupations so that they increasetheir employment opportunities - thisincludes experimentation with social mediato generate disposable income that maypotentially lead towards avenues in work.4

Tribes have a ‘doit-yourself’mentality16-24 year olds in 2018 consider themselves to be one ofthe most ambitious and hardworking generations of ourtime; they recognise the value of hard work, but will onlypursue a career if they feel that it is worthwhile and goodfor their development. This demographic have a certainmentality that if you want to get the job done then youhave to take responsibility into your own hands. Overallthere is the belief that a career enables freedom and asense of purpose that contributes towards a larger partof their identity in the wider world.I would describe my work ethicas determined - Female, 18,Mainstream, Pop:SocialsSuccess to me meansdevelopment for the future Female, 16A career gives you a purpose –Female, 21, Leading Edge,Short:SnapsA career gives youopportunities and pride – Male,19, Leading Edge, Pop:SocialsSuccess to me means doingsomething worth while - 22,Alternative, Short:SnapsI would describe my work ethicas ‘get the job done’ but enjoyit if you can. - 17, LeadingEdge, VOD:Bingers5

Success is beingredefined with newopportunities on thehorizonTribes feel that the biggest differencebetween them and their parent’sgeneration is the definition of dreamsand success. They believe that theirparents were content with having thebasic necessities in life and placed lessemphasis on having a ‘dream career’ oracquiring new experiences following atraditional route to achieving a fulfilledlife.“Today there is so much competition in all worksectors and even more pressure on my generation tosucceed financially so our priorities are driven byfinancial security and the desire for recognition.However, I think my generation is lucky and fortunateto have even more opportunities than my parent’sgeneration.” – Female, 18“I think our generation's dreams are more aboutexperiences and getting out there and seeingthe world, whereas my parents generation'sdreams where more about being financiallystable and owning a house” - Anonymous6

ribesParents/TribesLearning &DevelopmentTribesThere are 3 key milestones that are important to bothgenerations; having a house, career and a family.Beyond these pillars, Tribes define success throughtravel, learning & development, having adventures,going to university and social media.Tribes define success inmore ways than theirparentsAlthough 16 – 24’s believe that it was easier in theirparent’s day to purchase property, get a job and have afamily, Tribes feel that the traditional path isn’t necessarilya marker of success. More opportunities have opened upfor them in the face of adversity with developments intechnology to assist them along the way.It is important to remember that while their pool ofresources have expanded, young adults still valueeducation and see a degree as a golden ticket towardsopening new doors. As a result, young adults tend to takeless for granted since many aspects of life doesn’t feelguaranteed.“I think my aspirations are very much my own whereas before I thinkparents took a lot more control over things, I think there’s so muchchoice these days and there are far more opportunities for peopleto get involved in a wide range of subjects - I don’t think careersadvisors who used to dictate your career path have any sayanymore!” – Female, 167

Heroes: Tribes place more focuson celebrities who give back tosocietySince the last Heroes report conducted for Channel 4, a notable difference can be found where more focus is beingplaced on celebrities who give back to society. These celebrities include sports players, musicians, TV show hosts andphilanthropists who champion human rights.8

Musicians – Nicki MinajIn May 2017, Nicki Minaj spontaneously decided to helpher fans with the cost of their education fees and hassince started a charity with the hashtag#StudentOfTheGame helping fans pursue highereducation.“I think celebs now are considered a hero when they give back likeChance the Rapper and Rihanna, Nicki Minaj, Gaga. They all help theircommunity or support other communities. I know Chance gave back alot to the youths of Chicago, Nicki Minaj has Student of The Gamewhere she pays for university fees, supplies etc. We need people likethem because they used/ use their platforms for something good and toinspire people to want to do better” – Male, 18, Leading Edge,Short:Snaps9

Musicians – David BowieDavid Bowie’s commitment and work ethic have beenrecognised as heroic qualities by our Tribes. His braveryin creating such a unique and distinct persona was alsoheralded as one of his most inspiring qualities.I consider David Bowie a hero because he worked incredibly hard toget where he did in the music industry. Bowie would only sleep for 4hours a day sometimes because he was performing, writing orwatching other artists perform. He managed to get to a point wherehe had his own distinct voice/style – he started his own trend andbrought his own unique take on his art form. – 17, Leading Edge,VOD:Bingers10

Athletes –Cristiano RonaldoDespite being one of the wealthiest athletes in the world,Cristiano Ronaldo does his fair share of charity workand has repeatedly donated his wealth to help fund wartorn schools in Gaza. He is an ambassador for majorcharities such as Save the Children and Unicef andregularly donates blood – hence being completelytattoo-free!“I would say some athletes like Ronaldo and John Cena. Iconsider some famous people hero-s who donate most oftheir money to charity. We need more people like thembecause they-re a great role model to children all over theworld.”– Male, 20, Mainstream, Short:Snaps11

Athletes –Tammy HembrowIt isn’t just their charitable work that make athleteshero’s to our tribes. one member of the communitymentioned YouTuber Tammy Hembrow as someonewho’s inspired them to change their lifestyle and getback in the gym.“I consider a fitness person Tammy Hembrow a hero . Shegot me back into fitness as lately for about a year or so Ihaven't been consistent at the gym so have lost allprogress made within the 2 years that I was. We needheroes like them as they motivate you - Female, 1812

Entrepreneurs –Steve JobsAfter coming from nothing, dropping out of college andfounding Apple in his parents garage, the journey, hardwork and creativity of Steve Jobs is seen as aninspiration to our Tribes.“Steve Jobs Something about his ruthless work ethic yetalso being a charismatic businessman. As a kid I reallylooked up to him, almost as if he was a god. It'simportant to have heroes, they give people dreams.”–Anonymous13

Entrepreneurs –Bill GatesBill Gates is seen as a hero for our Tribes for not only,becoming the second richest person in the world havingfounded Microsoft over 40 years ago, but also hischaritable work - including his most recent donation of 4.6bn to the Bill and Melinda Gates Foundation to fightmalaria.“I consider Bill Gates a hero. He started with nothing andhas through time worked his way to becoming CEO of one ofthe biggest tech brands around. Nowadays he is doing a lotof charity work which is also great to see! We need heroeslike him that are happy to give back to charity and are thereto do some good in the world. He is also dyslexia (Acondition I also have) So its good to look up to someonewho has the same condition. ” – 20, Mainstream,Short:Snaps14

Political Activists Martin Luther KingSeveral of our Tribes mentioned political activists such asMartin Luther King as their heroes, for their workcampaigning for equality. Several Tribes mentioned howimpressed they were that these figures had been willingto sacrifice their life for their beliefs.“Every individual that stood up and made change to theworld in a positive light. the likes of Martin Luther King,Rosa Parks, Emily Davison, Nelson Mandela etc.) Thesepeople, however clueless to their great importance havemade an impact that has changed the way we think, actand look upon our future We need these people for manyreasons, but the one most prominent reason is for changefor the better.” Female - 2215