The Intelligence Group’s quarterly syndicated research study, The Cassandra Report, has been a critical decision-making tool for more than 15 years for companies, brands and organizations who are seeking to engage today’s hard-to-reach young audiences. The report affords a unique look into emerging trends in popular culture and what you need to know about how young people live, think and act today.

For this edition, we surveyed more than 1,000 14- to 34-year-old mainstream and trendsetting young consumers to uncover the trends that are impacting their world. With a view of the year ahead, we explored how life is being redefined for this generation. We looked at young people’s thoughts on the American Dream, their careers, the green movement, status symbols, and their new definition of luxury.

• You’ll learn that the majority of young people are adjusting their expectations in these recessionary times by downsizing and streamlining their lives. As such, young consumers are looking for deeper meaning in their possessions through engaging narratives we’re calling STORYTALES.
• We discovered a shift from downtime to UPTIME, or the time young people spend focusing on productive personal pursuits, even when they’re ‘relaxing.’ As a generation that lives by the credo, “I am what I share,” these constructive activities are becoming Gen Y’s social currency among their peers.
• These UPTIME pursuits are giving way to a new group of AMPROS (amateur professionals) who have taken a “learn-it-yourself” approach and risen to the same level of expertise and influence as noted experts in various fields, but without the formal training.

In addition, we examined young consumers’ views on tech etiquette (68% think manners have deteriorated because of technology), professional development (two-thirds of young trendsetters would rather learn a new skill/trade than earn an extra degree), social media and life-tracking (half of young consumers are now tracking their lives through status updates), and how this generation views brand loyalty (60% would rather try new brands than stick with one they know), among many others.

For more information about subscribing to The Cassandra Report, as well as all of The Intelligence Group’s services, please contact Allison Arling at aarling@intelg.com.