Young people say security is top emotional need in Channel 4/Starcom poll

Security is the top need for young people followed by building good relationships, according to research from Channel 4 and Starcom.

The survey of more than 1,000 16- to 24-year-olds found that 90% highlighted security, while 88% indicated relationships and 86% pointed to significance, or feeling satisfied with who they are.

Just 10% said that brands provide them with something to believe in and 9% agreed that brands help them build relationships.

Experiencing something new and integrity were at the bottom of the list. However, 14% of respondents said that brands help with new experiences.

The research was carried out by Crowd DNA.

Martin Greenbank, head of advertising research at Channel 4 said: "It is often assumed that novelty is most important for this demographic. Catch their eye with something exciting and fun, and you’re away.

"And yes, this is a central need for young people, but at a turbulent time when young people are transitioning through life stages, they need to feel like they have someone or somewhere to turn to."

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