Youth in flux: Unapologetic. Sensitive. Restless

Pernille Kok-Jensen, James Guerrier, Sammy Kong and Christian Kurz

This paper explains and shares findings from Youth in Flux, a global integrated research project for Viacom, owner of TV channels such as MTV and Comedy Central, who wanted a better understanding of its younger audiences' attitudes and aspirations.

Introduction

How does one go about researching youth on a global level – finding out what makes them tick and exploring the trends that shape the world around them?

Thanks to a highly collaborative process – and plenty of creative freedom &

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