No Logo Fails To Capture Youth Market
Young people have ranked ethical concerns the least important factor when choosing a clothes brand, according to new research from the ROAR consortium.
The research into the attitudes of 15 to 24 year-olds suggests that although young people are sensitive to the fact that some companies treat workers and the environment badly, they believe it is too hard to find brands which are the exception to the rule. According to ROAR 74% of respondents consider brand name an important factor when choosing clothes, while only 15% believe ethics are important.
The findings suggest that commercial interests continue to outweigh ideological concerns for 15 to 24 year-olds, confirming the idea that young people believe they cannot make a difference to the world and feel increasingly powerless and introverted. This view is demonstrated by a comment made by a 19 year-old male respondent, who said: “I don’t think my contribution to the bigger picture is going to be enough.”
However, the ROAR research shows that brand obsession is plateauing and the popularity for nearly all fashion brands dropped from last year, with 35% of respondents disagreeing with the statement: “I prefer designer labels.”
According to the research, the current generation is one whose interests and concerns centre solely on themselves, who have no greater cause to champion, other than their own. However, this is also a generation which faces record levels of debt and feels that it doesn’t have the same opt-out clauses as previous generations.
The ROAR youth research project, which is co-funded by Channel 4, The Guardian & Observer, Emap Advertising and OMD UK, comprised 1,019 face to face interviews, a boost of 200 trend-setters and a variety of qualitative research methods.
ROAR: 0207 295 5462 www.roar.org.uk
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