Today’s teenagers are tomorrow’s trendsetters. They have grown up surrounded by digital technology, the consequences of a global
recession and new world terrorism (and now coronavirus).
Although most teenagers are still (fairly) dependent upon parents/guardians, this environment has significantly affected their
opinions and attitudes in life, which will guide their media consumption, purchasing behaviour and attitudes towards brands and institutions
into adulthood.
We have identified seven personality archetypes
within our study.