How does one go about researching youth on a global level – finding out what makes them tick and exploring the trends that shape the world around them?
Thanks to a highly collaborative process – and plenty of creative freedom – MARE and Viacom pushed the envelope of what integrated research approaches can achieve. This paper covers what we wanted to achieve, how we went about it, key findings, how these findings were brought to life and the impact. We'll also share some of the lessons learned along the way.
So why have we called this study Youth in Flux? A "state of flux" is defined as a state of uncertainty, usually following some important event, preceding the establishment of a new direction. We think this notion of "flux" is incredibly fitting for youth right now. Born into technology, and growing up in a world that has in many ways been broken, youth are trying to steer the world to a more inclusive, non-judgmental society.