The brief was to:
/To be able to identify patterns in context across multiple research sources to establish a new trend direction.
/To identify and characterize the consumer tribe that would adopt the trend.
/To be able to collate and present the visual characteristics of the trend.
Outcomes:
/Form a research document exploring current key drivers, impacts, consumer behaviours and consequences. Draw together the findings and conclude the macro trend.
Research document, Youth Ambition:
/From the research, form a trend book which interprets the findings and visualizes the trend direction. This includes a trend synopsis, inspirational imagery, cross sector analysis, a creative direction for the trend and it's future.
Trend Book: Youth Ambition