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Youth Marketing Strategy London 2022

Last week YouthSight, now part of Savanta, returned to the Youth Marketing Strategy show (YMS LDN) at the Old Truman Brewery in East London.

Last week YouthSight, now part of Savanta, returned to the Youth Marketing Strategy show (YMS LDN) at the Old Truman Brewery in East London.

The excitement in the air was infectious, as we were joined by guest speakers, food vendors, and a host of brands and agencies, including Depop, Channel 4, eBay, Superdrug, and many more.

YMS LDN 2022

YMS LDN brings together the marketing community to share insights and ideas on how to create inspiring and useful content that will engage consumers of the next generation. Serving as a valuable networking opportunity, this event is not one to miss for those working in the youth marketing space.

Over the course of two days, attending speakers and exhibitors shared fresh insights into the culture of Generation Z – as a celebration youth marketing, YouthSight have been supporters of the event for many years.

YouthSight’s very own Josephine Hansom and Andréanne Orsier took the stage, delivering two very thought-provoking and insightful talks.

LGBTQ+ market research

Josephine recounted her life as a member of the LGBTQ+ community, and honed in on the importance of recognising and including this community in youth market research.

She revealed ten consumer truths brands need to know about being LGBTQ+, specifically considering how brands can join the celebration of love without being tokenistic – particularly topical in the wake of pride month, where brands often come under fire for performative or insincere campaigns.

We listened to first-hand accounts from LGBTQ+ youths, who shone light on the ‘rainbow washing’ they have observed brands take part in during pride month.

Josephine’s talk revealed common misconceptions made by brands and deep-dived into our Gen Z trend data to uncover ten surprising insights that will help brands become better allies of the LGBTQ+ community.

Higher education

Andréanne Orsier focused on the higher education space, exploring how market research trend data can be used as a diagnostic tool, and uncovered the latest data from YouthSight’s four Higher Education (HE) trackers.

After sharing the common issues faced by HE professionals, Andréanne offered a number of simple solutions that admissions and marketing teams can use to isolate and solve such challenges.

She also discussed factors at play that influence young people’s university applications, including open days, prospectuses, university rankings, and more. She then unpicked how these factors have changed over time, and what this means for higher education institutions.


In the exhibition aisle, YouthSight showcased its Higher Education Success Suite, and State of the Youth Nation – the UK’s leading Gen Z and student insight trackers. Visitors to our stand could chat to the team and spin the wheel for a chance to win a free insight snippet from our State of the Youth Nation insight tracker.

This was the first time YouthSight were exhibiting under the banner of Savanta.

A huge thank you to YMS LDN for having us back this year, and to all those who stopped by and spoke with our team.

Interested in any of the insights shared at YMS22 LDN? Get in touch with the team for more information.

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