Whitepaper: The Generational Game

20 Jul 2021

Choice and the internet are changing the interests of UK adults

In our whitepaper, The Generational Game, we delve into UK hobbies and interests by generation to analyse whether typical stereotypes are still valid. Our research showcases what’s currently popular, the type of activities that are beginning to trend and the barriers to participation. Our goal is to allow our clients to better understand the UK consumers and demonstrate why the concept of choice should be a dominating factor in the way in which we engage one another.

Chapter one: The generational myth

We dive straight into addressing some stereotypes and discuss how our research in top hobbies by generation proves they’re outdated misconceptions. We also explore the influence that media channels have on our decisions and whether they have as much sway as we might initially think.

Chapter two: The changing face of interests

Chapter two covers off some points around the internet and how the rise of social media has impacted on the hobbies that our nation participates in. We also take a look into what motivates consumers to try something new and the longevity of our hobbies.

Chapter three: Rising to the challenge

Utilising data from our partners over at the Gift Card and Voucher Association (GCVA), we move on to explain how gift cards can be used to encourage the trends within the hobby and interest field. Our data also highlights how employees would appreciate employers taking a more personal approach to rewarding, by acknowledging out-of-work interests.

Chapter four: The hobbies of the future

In our final chapter, we look ahead to the upcoming trends in the hobby and interest space (with a particular focus on the digital world); as well as the methods in which hobbies will most likely develop within the next few years.

We finish with some parting words from our Senior Sales Director, Chris Ford, who summarises the core findings and delivers one very powerful message that every business should consider:

“We shouldn’t second-guess what our consumers want.”

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