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

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.

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.

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