How well do you understand young women?

How do you get to understand a particular target audience? How can you glimpse the world from their point of view? Our Magtastic! project unleashed the creativity of young women to reveal their interests and concerns. It immersed us in their preoccupations and stimulated fertile discussion.

Young women today are juggling multiple interests and expectations. They feel empowered to be independent and take charge of their lives. They have more choices than ever before. They want careers and success. They’re also interested in fashion and fun. And like their male peers, they perceive themselves as individuals first and foremost.

Celebrities continue to be a fascination, even if to some the phenomenon feels tarnished when “people are just famous for the sake of being famous”. Alexa and Adele inspire, but Kerry and Jordan just grate – though they do provide grist for the mill.

The collages our young women made were put together into an exhibition to produce a visual record of young women today. Visual metaphors tap into a rich seam of emotions. You can immerse in them by watching the video below.

For more information contact Jason.Vir (at) kantarmedia (dot) com