YoungMentality

Reaching young people

Children and young people are a heterogeneous group, which can be extremely difficult to capture. Rapidly changing trends and unpredictable behavior often make this target group intangible for communications, marketing and policy specialists. A good segmentation of this target group based on values and lifestyle is an invaluable tool for anyone looking to focus effectively on young target groups. That’s why, together with YoungWorks, Motivaction has developed the YoungMentality model.

What is YoungMentality?

YoungMentality provides insight into perceptions held by young people in the Netherlands. This not only paints a picture of the extravagant party crowd, but also of ‘stay-at-home’ types as well as socially involved individuals. The model divides young people aged 8 to 18 into six segments, each of which has its own value orientation. Segmenting based on young people’s values makes it easier to explain behavior than traditional approaches, which tend to focus instead on background traits and aspects of youth lifestyle & youth culture. YoungMentality enables you to view the intended target group along new lines. Together with clients, we apply the gained insights to questions they have concerning media use, buying behavior, brand perception and educational choices.

How does it work in practice?

The model helps to find and delineate target groups so you can design more focused and differentiated communications, marketing or policy strategies. YoungMentality may be applied in both qualitative and quantitative research. This makes it possible to zero in on a specific segment or, in contrast, to shed more light on the differences between different milieus. Motivaction can also help you determine the extent to which the various YoungMentality milieus are represented within your existing target group.

How can this benefit you?

You can apply the YoungMentality tool to identify what goes on in the minds of young people and what motivates them. You will receive answers to questions such as:

• Which young target groups are the most interesting for you?
• Which product concepts and messages appeal to your target group?
• Which channels can you use to best reach them?

You will acquire concrete tools to develop and evaluate products and services, thus giving you a better grasp of this challenging target group.