Welcome to Heroes, the first special issue in the new look UK Tribes project. We set our ever-enthusiastic Tribes Live community the task of defining the heroes that matter most to them and, as a consequence, to their generation.

 

We expected diversity and we got it. There’s the big hitters – from Branson to Beyonce. The upstarts such as Syndicate and Alex Day. An intriguing number of heroes from other eras made the grade – Eva Peron’s passion and defiance resonates through the generations. Brands get a look-in, as well – with Green & Black’s and Tumblr among those getting rated, as ethics and empowerment score high on the agenda.

The themes underpinning the list are equally diverse. Success feels ever more within reach to young people, thanks to the proliferation of DIY-primed YouTube and Tumblr stars. Tough economic conditions are having their say, too – both acting as a driver for creativity but also as a major obstacle to overcome as partying and travelling get traded in for some really hard graft.

The significance of all of this for brands and media is considerable. Young people want guidance and assistance as much as they want aspiration and big time stories. Celebs are by no means out of favour, but they’ve the dexterity to switch their attention from the throwaway to the erudite in a split second. And while young people have always sought out their own heroes, increasingly they have the power to communicate these underground talents to wider audiences.

You can be smart. You can be funny. You can reveal every single one of your weaknesses. You can be an activist, techie or a plain old-fashioned superstar singer. You can be money minded – and equally you can be skint. You might well be focused and driven, but pragmatism is now deemed a trait that’s well worth possessing to boot. The spectrum of what it means to be a hero to 16 to 24s has probably never been wider, with the DNA of success being evaluated in new and refreshing ways. Setting a good example has never been more fascinating.

We know the Tribes admire their heroes for ‘making it their own way’, but how are they forging their own routes to success? We investigate what success means to the Tribes and how they are embracing and manipulating technology to achieve their goals.

The meaning of success is very personal to the Tribes. Traditional measurements like careers, independence, relationships and money are all compared against more individual standards and expectations – as opposed to a rigid definition of what makes someone successful. For the Tribes, heroes can be successful businessmen like Alan Sugar and Richard Branson or equally they can be Paralympians and YouTube bloggers – the grounds for what makes someone successful are wide open.

Being successful as a creative is the most revered form. While creativity is usually only reserved for a small number of our Tribes, for example the proactive DIYers or Leading Edge Tribe ‘The Creatives’, we’re finding the boundaries and definitions of creativity blurring and becoming available to everyone. Traditional creativity like art, music, and writing still have their place, but now memes, knitting, Instagram, nail art and even role-playing games are considered viable artistic outlets. The multitude of online platforms and tools available have made it easy for all Tribes to create and share their work, setting them apart from previous generations – in the face of adversity in the jobs market, they are finding their own ways to define and then reach success.

The Tribes are surrounded by young, successful heroes. Whether on TV, in magazines or online, there are so many examples of young people achieving and getting it right that success feels totally tangible and within their reach. The idea of success has evolved, meaning it can be defined on a micro-scale. Likes and views of their original content, or a re-tweet or social media interaction with a celebrity/icon are all badges of honour that makes an individual feel successful.

Despite these broad manifestations of success, they are all underpinned by a strong moral position. The Tribes are generally very thoughtful, ethically minded and don’t stand for people (or brands) who act inconsiderately – we know this from the abundance of hero brands the Tribes listed who make a conscious effort to act ethically – Lush, Green and Black’s, Innocent – the list goes on. They apply these moral values broadly, not just to brands but people as well. An individual can only be truly successful if they go about it in the right way. Regardless of how much money they’ve earned, if anyone has behaved in a way that negatively impacts on others in order to gain success, the Tribes won’t stand for it  – this generation want success but only if it’s done right.

Reality Bites

We’ve seen who their heroes are but what about their own success? These are hard working times for young people, with many ‘rites of passage’ (travelling, partying) put on hold while they struggle to meet expectations.

Don’t go thinking success comes easily to the Tribes. Having grown up through the recession (these guys were 11-19 when the UK first dipped in 2008) they’ve always seen the future as insecure and unpredictable. With high hopes but big fears around everything from unemployment to abusive internships, rocketing university fees to accusations of ASBO culture – the Tribes know they’ll need to work hard and really prove their worth to succeed. With many sacrificing the ‘rites of passage’ which peers only a few years older enjoyed, the Tribes are pragmatic, proactive… but super-stressed.

The Tribes’ biggest ‘catch 22’ is work and education – most still see University as their key to a career, but they know their qualifications may have little value when looking for work, especially compared to the rocketing costs that will burden them. Every one of today’s Tribes would have been subject to the 2004 introduction of tuition fees, but the newest Tribes are under exceptional pressure to succeed and prove education an investment that’s ‘worth it’. This pressure shows – for most Tribes exam results days were their most stressful life experiences to date, and with unemployment (and parental expectations) high, failure is often not at option.

With pressure piled on them so early, today’s Tribes have a stronger sense of sacrifice and pragmatism than in previous years. This summer the majority are working one way or another, and while they share the dreams of generations before – leaving home, backpacking, festivals – on payday most are saving rather than splurging. More and more Tribes are staying at home to work or returning home after Uni, and many feel they are missing out on independence and freedom. Losing this ‘rite of passage’ is where reality bites most acutely, as they fail to meet their own hopes and expectations.

The Tribes actually have very flexible expectations for the future – pragmatism, responsibility and go getting are vital life skills. Sure it feels like the goal posts have moved significantly compared to others often only a few years older, but they expect little help and shoulder all the responsibility for making sure they achieve their goals.

Read our report Here