The New Australia

Young Blood is Amplify’s ongoing exploration into modern youth culture. Now in its fourth year, we have expanded internationally to gain insight into our Australian audience.

Our research comprises of interviews with 2,030 18-30 year olds, spanning genders, regions and socio-economic groups to bring you a deep dive into the identity, hopes, fears and realities of growing up in Australia today.

We found their values, attitudes and behaviours seem to be driven by a core need for human connection.

As self-confessed tech obsessives, they aren’t just retreating into the digital world, they are using it to help organise their social lives, connect with their global family and to make real-world connections.

As activists, they are using global political causes to connect with like-minded peers around the world in conversations about their future, the environment and sustainability.
As foodies they are using social eating as a reason to come together and connect with their friends.

As open-minded and liberal thinkers they also want the great variety of people that make up Australia to feel represented and connected.

Finally, they want to connect with brands in the same way; physically, immersively, digitally and in a way that highlights their shared values. After price and quality, 2 in 3 feel experiencing a brand or product before they buy is the most important purchase factor.

These are just some of the different passion and pressure points we've found in our research. Below we outline ways you can use, segment and engage with what we've found...

In five key films, we explore what it means to be a young Aussie today. Through in-depth interviews, we get to the core of how young people answer the simple, yet complex question: who are you?

Each film provides a deep dive into key topics with five shorts designed to give a snapshot of how they feel about sports, food and drink, retail and spending, technology and social, as well as identity and influence.