Brands must work harder and prioritise security to win over young people, finds study

The research, which was conducted among 1,100 16-24 year olds by Channel 4 and Starcom, aimed to expose what young consumers value most and how advertisers can engage with them.
Roughly 90% of of young people agreed that security is very important to them, while 55% said it has become more important to them in the past year.
‘Building good relationships with others’ was deemed the next most important need (88%), while ‘significance’, or feeling satisfied with who you are,