Written by: Sara Amjad Qureshi Published: Aurora Jan-Feb 2013

Introduction
JWT Pakistans recent youth survey.
Youth conjures up visions of infinite consumption and

choice, loyalty and advocacy for marketers.

A series of face-to-face interviews, 1,749 young adults,

aged between 15-29.

Purpose of Survey
Sixty percent youth, how to capture this huge chunk.
To discover the extent of diversity in terms of education,

ethnicity, profession, language, marital status and cultural background.

To know who they are, what affects their lives. What do

they care about? What issues terrify, excite and motivate them? What are their main concerns in life? And how do such perceptions impact their consumption.

Findings
Youth is worried about their future because of overall

environment in Pakistan.
Meaningful, relevant tonality works better. Everyones an entrepreneur and focused on me, not us. Most respondents value their religious identity far

more than their national roots.

What should ad-makers do?

Communication should not operate in a vacuum.
These kids want to do something good to bring about

change.
They just need to be guided, to be given real chances and to

be motivated.
Marketers can fill this roaring gap and sponsor social

programmes categories.

that

coincide

with

their brands

and