Beyond ‘Snowflake’: The folly of misunderstanding the youth market
There’s been much criticism directed at 18-24s from the tabloid press and other commentators. The most commonly levelled accusations are of them lacking resilience, and being vain and lazy. Where did these toxic perceptions of snowflakes come from?
Given that 18-24 year olds are facing the hardest employment and financial outlooks for several generations and are blighted by digitally-intensified psychological identity struggles, the stereotypes seem one dimensional.
In this webinar Michael Brown, partner of UM, reveals the truth of Snowflakes – their drivers and challenges – and how to engage them effectively. He shares the key highlights from UM’s research and learnings for brands in building relationships with this upcoming audience. He reveals the differences between this generation and those before them, and how stereotypes are preventing effective engagement of this upcoming generation.
The webinar addresses:
- Should brands be playing a better part in telling a fairer story about young people?
- Should we be more celebratory towards the generation that is the forefront of crucial cultural MOMENTS?
- Should brands be more focused on understanding the moments that matter to this audience?... the what, why and how they want, rather than merely dismissing them as snowflakes?
For the last 12 years, he has been working in media research for global media buying holding company, IPG Mediabrands, recently acquired by Omnicom Media.
Michael has extensive consumer research experience and has led studies for many brands including Fitbit, Honda, Johnson & Johnson, ITV, Spotify and The Economist. He prides himself on delivering a deep level of human insight, always with a focus on actionable recommendations.
Michael has a particular passion for using traditional research methods to give a platform to marginalised voices in society and for understanding the role and responsibility of ads in creating and tackling stereotypes and prejudice.
Michael sits on the IPA’s Talent Leadership Group and is founder and chair of MRSpride, the market research sector’s LGBTQ+ network.
In 2023, Michael was made a Fellow of the Institute of Practitioners in Advertising and the Market Research Society in recognition of his contribution to the advertising and market research sectors. He is Senior Honourary Fellow at Bayes Business School, City St George’s, University of London.
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©2026 The Market Research Society,
15 Northburgh Street, London EC1V 0JR
Tel: +44 (0)20 7490 4911 Email: info@mrs.org.uk