We're getting ready to premiere the 2021 findings from one of the largest longitudinal research projects ever conducted into the changing feelings, attitudes and beliefs of Australia's Gen Z's and Millenials.
Building on insights measured throughout (another) year of intense lockdowns, ‘Brand New World’ explores how young people are adapting to a COVID-normal society and how their growing influence will shift the dynamics of trust and power over the decade ahead.
WHEN IT COMES TO YOUNG AUSTRALIANS, THERE'S NO ONE STORY
If we tallied the number of times we’ve been told that “we’re all in this together”, or the sheer volume of new statistics on just how poorly young people are coping during *all this*, you'd be forgiven for predicting a future of doom and gloom for young Australians, right at a time usually reserved for their most important moments and decisions. Yet in Junkee Media’s latest instalment of our decade-long research into the lives and habits of young Australians, we've found that this isn’t telling the full story. In fact, each and every young Australian has experienced COVID-19 in their own way.
It’s not all DOOM and GLOOM.
Our research shows that the generation who are constantly told they “need more hugs” might just be our most resilient yet, and that the decade of recovery ahead could be the period of break-and-remake that they needed.
A COMPREHENSIVE STUDY OF YOUNG AUSTRALIANS THROUGHOUT 2020
FIRST WAVE JUNKEE MEDIA & POLLINATE RESEARCH N=2,600+ AUS PPL 16-35
JUNKEE MEDIA RESEARCH N=480+
AUS PPL 16-35
JUNKEE MEDIA RESEARCH N=2,390+
AUS PPL 16-35
Young Australians were already dealing with a lot pre-pandemic: declining mental health, a climate crisis, high career expectations and rising costs in housing, study and day-to-day expenses. So a year of COVID-19 anxiety and lockdowns was just another knock to their mental, physical and financial wellbeing.
Despite everything, young Aussies are a resilient bunch.
The majority of 16-35-year-olds tell us they are happy right now, with some even finding the COVID-19 crisis providing some unexpected perks and self-reflection.
Source: Junkee Media 2020 Youth Research, Wave 1: Pollinate 17th February – 22nd March 2020 N=2652 Australians Aged 16-35, Wave 2: 9th April - 3rd May 2020 N=484 Australians Aged 16-35, Wave 3: 15th September - 13th October 2020 N= 2397 Australians Aged 16-35
History shows us periods of turmoil are often followed by a boom in creativity. We predict post COVID-19 / lockdown celebration might provoke deregulation...in turn, spurring new creative, social and cultural opportunities for young Australians. Yet, with a government set on reducing funding to the already struggling arts & music scene, this might be a mirage that’s simply too ambitious.
of young Aussies said COVID-19 made
them reconsider what they want out of life, and 53% are reconsidering their future career/career path.
The biggest fear for young Aussies today is being locked into debt for the rest of their life. Followed by 'being in a job they're not passionate about'.
Young Aussies have become more materialistic over the last decade*, a trend potentially influenced by finding new meaning in the home and other tangible surroundings.
of young Aussies are scared that they will become more conservative as they continue to get older.
Source: Junkee Media 2020 Youth Research, Wave 1: Pollinate 17th February – 22nd March 2020 N=2652 Australians Aged 16-35, Wave 2: 9th April - 3rd May 2020 N=484 Australians Aged 16-35, Wave 3: 15th September - 13th October 2020 N= 2397 Australians Aged 16-35, *2013-2020 Junkee Media & Pollinate Youth Research | AU 16-35 | Longitudinal reflections of Experiences vs Possessions
There's plenty going on in the world for young Aussies to Give-A-Sh*t about. Whether its their mental health, sustainability, the environment or the Kardashians, we've been asking 16-35-year-olds what they care about for a while now.
To discover some of the latest trends and insights on what young Australians really Give-A-Sh*t about (and what they really don't) download our latest report or get in touch.
Needless to say 2020 was a year like no other. In the year that felt like it went for a decade, you might be surprised to remember all that has happened from January 2020.
So we took a look at some of the biggest moments that played out in 2020. From COVID-19 to Tiger King, Trump to WAP we gave 2020 the recap treatment.
ABOUT JUNKEE MEDIA
Junkee Media is one of Australia's fastest growing and innovative new media companies, reaching young, passionate and engaged young Australians.
Formerly known as the Sound Alliance, we create highly shareable content about the things that matter – and the things that don't. We add to the conversation, not just the noise.
We also help brands to tell and share their stories.
We believe that to resonate with young Australians, brands need to stop interrupting what people are interested in and be what people are interested in.
DOOM, BOOM AND GLOOM
Our annual youth research for 2020.
GET ACCESS TO OUR LATEST REPORTS
Our report library includes access to our annual youth research, along with our latest thought pieces that go deep into the topics that young people care about most.
YOUNG AUSTRALIANS AND MONEY
With the world falling apart, young Aussies are taking control where they can – their finances.
YOUNG AUSTRALIANS AND MENTAL HEALTH
Why mental health is the number one thing they give a sh*t about and what we can do about it.