A snapshot of Melbourne male youth culture

September 8, 2013


This month marks the conclusion of an internal study we ran with young Melbourne men. The project was designed to profile their emerging ideals and shifting social norms.

We hand picked 30 guys on the basis of their progressive attitudes and high degree of peer influence. We rationalised that as these individuals set the trends for their cohort. They can help us to identify and predict what aspirations may take root and achieve mass appeal in the coming months and years.

The project has been extremely good fun, and the results very interesting. Over the next few weeks we will be sharing what we learnt in the form of five over-arching themes. These one page summaries are available for you to download.

Here is the first of the five instalments:



Natasha