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State of the Youth Nation

The leading Gen Z insight tracker

State of the Youth Nation is a subscription that supports leading brands in making more informed youth marketing decisions. Uncover what young people care about and where they’re headed. Dig deeper into their digital worlds and plug your brand into youth trends with our youth market research.

Our approach

If you’re looking for the tools to engage with young people, you need to know the drivers that shape their worlds. Put our Gen Z market research insights at the heart of your youth marketing decisions. We’ve been tracking the 16- to 24-year-old age group since 2015, regularly asking them over 700 burning questions. A subscription to State of the Youth Nation, brought to you by YouthSight, will uncover what makes Gen Z tick – without commissioning any additional research – and help you think differently about young people.
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tracking data since 2015
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questions tracked
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interviews with 16-24s every 60 days

Unlimited Gen Z data Keep plugged in to youth trends

We've been tracking 16-24s since 2015, with 700+ questions that uncover what young people care about, where they're headed and their digital worlds. A subscription will equip you with the tools to better engage with young people and put the drivers that shape their worlds at the heart of your youth marketing decisions. Use our platform to track youth trends and deep-dive into the audiences that you care about using our data bank of Gen Z trend data. We carry out interviews with a representative sample of 1,000 16-24s every 60 days, making State of the Youth Nation the most up-to-date youth tracker in the UK. The dashboard is designed to educate your whole organisation, taking the weight off the insight or marketing team, without commissioning additional research.

Subscription benefits

Unlimited Gen Z data

Access Gen Z trend data so you never miss a moment! We talk to 6,000 young people every year (1,000 people every wave) and we’ve tracked over 700 questions since 2015, so you can rapidly see how trends have changed – and where they're headed! The insight hub empowers users to dig into trends over time (dating back to 2015), filter and compare by demographic variables and see how Gen Z opinions, behaviours and attitudes have changed over time. It's the most comprehensive source of 16-24 trend data on the market.

Reports & webinars

You'll get the best of our thinking on the topics that matter to Gen Z. Our tracking data illuminates emerging trends and inspires you to think differently about young people. We share fortnightly data-driven trends in our Spotlight reports, releasing a new webinar every month (including our Culture Lists webinar series, keynote speeches and annual youth trends presentation). We make it easy for you and your team to keep plugged into youth trends - immersing you in youth culture, so that you never miss the big moments in Gen Z’s lives.

Your Gen Z questions answered

Our youth specialist researchers will deliver two data deep-dive sessions, which will be focused on answering your Gen Z questions as part of your ongoing support from an account manager. Plus, you’ll be able to put your own questions to our panel in every wave. Memberships will empower you and your team to become your own youth experts, so you can inspire change, implement an action plan and improve your youth marketing strategy. Challenge us to address your youth-focused business objectives.

Cost effective

Find out what you need to know about Gen Z without commissioning ad hoc research. Membership will keep you plugged into trends with ongoing access to all our Gen Z tracking data via Dapresy, saving you £££s on additional research. Uncover what young people care about, where they’re headed and their digital worlds.

Instant insight

Never start from zero - We already have the answers you need to empower your entire team and immerse yourself in youth culture. Membership access is instant, so you can get the answers you need faster. Every fortnight we share a new trend backed-up by our data.

  • State of the Youth Nation will provide you with:

State of the Youth Nation is the most up-to-date youth tracker in the UK. We carry out interviews with a representative sample of 1,000 16- to 24-year-olds every 60 days. A subscription gives you access to all this data, along with the functionality to browse by topic area, filter by demographic variables and export the data.

The data empowers you to dig into trends over time – going back to 2015. You can filter and compare by demographic variables and non-demographic variables (such as social media use) to see how Gen Z opinions, behaviours and attitudes have changed. We can use our tracking data to illuminate and tell you about emerging trends as we spot them with fortnightly reports and monthly webinars.

Our youth research panel data is robust and nationally representative. It’s all about helping you connect effectively with young people. The panel delivers two data deep-dive sessions, focused on answering your specific Gen Z questions. With training, you’ll be empowered to become your own youth expert. You can also put your own questions to our panel in every wave.

Our products

MillionaireVue

MillionaireVue helps luxury brands and wealth managers overcome the common issues they face when researching their target customers.

Youth-centred omnibuses

If you've got just a few quick questions to ask, our youth omnibuses are a fast and cost-effective way to get your answers.

BrandVue

Want to manage your brand’s health and reputation effectively? You need tracking and monitoring to know how it's perceived.

Our clients

Brands who've already signed up:

Download the brochure

Find out more about how a subscription can elevate your youth marketing strategy. Download the State of the Youth Nation brochure.

Download brochure

Here at ITV Research we love State of the Youth Nation. The reports that are generated always make for a brilliant read and it's great to have instant access to such a vast wealth of discoverable data about young people.

ITV

Our subscription to State of the Youth Nation is a valuable resource and helps us understand people around the country with data and actionable insight.

Strategic Research & Programmes Manager The Football Association

Our subscription to State of the Youth Nation is a valuable resource and helps us understand people around the country with data and actionable insight.

Strategic Research & Programmes Manager The Football Association

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State of the Youth Nation: data at your fingertips

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Get in touch

If you’d like to speak with one of our experts right now, please call: +1 (917) 768-2710