Tribes for Change
“2014 was a great year for telling the world how we felt. From freedom of speech, to feminism and campaigning, 2014 really did cover and open up debate on a whole range of issues… 2015 will be the year of change!”
Maya, 22, Blingers, Mainstream
The Year of Necessary Change
2014 was the year to be heard on political, cultural and economic issues (especially on social media) – but 2015 will see the Tribes take action. From campaigns on feminism, to slamming ‘celebrity’ Katie Hopkins and keeping up with an increasing failing economy – in this issue the Tribes tell us how they’ll be making a stand on major talking points.
Political action
Political scandals and the rise of UKIP made 2014 a bad year for democracy, but the campaign for Scottish independence really engaged our Tribes – continuing to prove that those as young as 16 do care about and want a role in politics! As the May election draws in, 16-24s will be leading with issue-based politics as faith in the parties continues to fall. As youth activism and action takes off, let battle commence!
“2015 will be the year of the Green Party and SNP who will revitalise a credible left in politics giving a politics of hope and not fear.”
Sam, 24, Indie Scenester, Leading Edge
Praising purity
2014 was a year where celebs got a lot of media attention for all the wrong reasons. The risqué Miley Cyrus twerk, the Solange/Jay-Z lift debacle – not to mention the potty mouthed Katie Hopkins talking out of line on pretty much everything! The Tribes have had enough – they won’t be following their example or celebrity culture that’s perpetuating the negatives, and are already searching for new, more authentic icons, values and ways of living.
“2015 will be the ‘rebirth’ year. I think people will want to focus more on starting again in a sense.”
David, 18, Indie Scenester, Leading Edge
FACT – 16-24s illegal drug use HALVED to 16% from 2002 to 2012 (Government 2014)
Rejecting recession
The expectations for 16-24s are ever mounting around issues of exam grades and employment – and they’re all too aware they’ve got a lot to do. There’s a huge desire to invest in the future they really want and defy the recession and public opinion – especially Education Secretary Nikki Morgan’s view that the arts aren’t worthy subjects! They’re making time for things that are important, changes that are for the better and decisions that they stand by.
“2015 will be the year of wearing our hearts on our sleeves.”
Patrick, 17, Styler, Urban
Vision: 2015
2015
Activism (Russell Brand, No More Page Three)
Health & Fitness (meditation, sweat campaigns, powerful women)
Britishness (Netflix and teen British stars)
2014
Music (Taylor Swift, Nikki Minaj, Sam Smith etc.)
Social media (for charity and general buzz on Snapchat, Instagram, Vine)
Technology (Apple, Samsung & Kindle)
Mindful Living
New year, new me? No, our Tribes don’t agree either! Every year, ousting bad habits and making distant promises consist of people setting themselves unreasonable goals – then feeling unfulfilled having not reached them. For Tribes, they’re making promises, not changes. Promises to embrace themselves, celebrate their passions, commit to lifelong dreams and make a mark on the world. After all, if they don’t make that promise, no-one will.
Be in the now
The adult world holds expectations to be met and pressures to succeed, but Tribes have stopped listening to what they ‘should’ be doing and taken control over their own lives and futures. Their goals don’t have a start and a finish date – they’re looking at what matters now, today, and breaking down their goals is a more organic and progressive way to feel accomplished.
Who even needs New Year’s resolutions anyway?
“Be Happy. I think that is what life is about, and I have got dragged down by some parts of my life. But I am just going to take each day as it comes and concentrate on doing something I enjoy on that day.”
Rob, 19, Styler, Urban
Pro-opportunities
Getting heard on what matters to them, getting that graduate scheme or making it onto the rugby team are welcome challenges for today’s 16-24s. With an end goal in mind, selectivity over the opportunities they pursue means they’re making time for the things they want to achieve, making things happen and preparing for the future.
Move over indecisiveness, hello seizing the day!
“Focus on my blog more! I don’t think my blog will ever be my income or my life but I do love writing my posts and it’s a great way of expressing yourself!”
Rachel, 21, Fan Girl, Mainstream
Live life to the full
The Tribes 2015 event calendars included many a cultural and social event and these are changing how they’re feeling and acting. If you don’t count sleep, we spend most of our time at work/college/uni and that’s not a balanced life, so they’re pledging to chase their dreams, go on adventures, try out new things and learn from experiences along the way.
After all – what’s the point of anything if you can’t be happy while you’re doing it?
“I can’t wait for the summer as I think this will be the first one since probably 2012 where I’ve made plans in advance and have something to look forward too… I think 2015 just has a great vibe already! :)”
David, 18, Indie Scenester, Leading Edge
Discover is the Answer
Today’s youth are the fastest moving, most complex, but also the most self-starting generation there has been. They’re also better connected than ever before, switching between digital devices and social media platforms in a sea of influence and inspiration. Now they’re changing the social media landscape with user generated content by 16-24s at the heart of digital…
Always on
Tribes love to discover new content – it plays to their interests and finding new music or TV shows give them knowledge, allows them to start conversations and gives them huge social cache. But purposefully searching isn’t really a thing. Firstly because it’s tedious, but also because they find and have access to a lot of content through sources they already consume (think streaming sites and blogs) and have no need to go elsewhere.
“Accidentally stumbling across something like music/TV shows and then getting hooked is one of those life’s little pleasure moments.”
Tanya, 24, Real Gamers, Alternative
Content Hunters
Inspiration for Tribes is everywhere and they’re proactive about using everyday experiences as well as online sources for their own creativity. Sites like StumbeUpon, Pintrest and Tumblr have had huge influence over Tribes, but now the tables are turning as our Tribes use these as a platform to form their own ideas and actively look for creative ways to express themselves online. And this doesn’t just apply to the Leading Edge either!
FACT – Tumblr is the fastest-growing social platform site (techcrunch)
“On Tumblr I don’t follow many people in particular, I just like browsing through hashtags. On Instagram I follow loads of artists like willscobie and richardjoliverfinearts …they’re really weird but I love them!”
Cathy, 19, Emo, Alternative
“Insomnia. I haven’t slept all night but I’ve made a comic about a girl whose pet is her pubic hair (it’s about as funny as it sounds) and I’ve done some uni work too analysing His Dark Materials. ”
Will, 20, Indie Scensters, Leading Edge
