A consumer study by Trendsity focuses on the new manifestations of friendship in the new generations: their natural relationship with technology has led them to inaugurate a new form of friendly bond where contact is omnipresent and continuous.
If we consider to what extent the concept of friendship or the celebration of friendship as a social fact has been redefined, it is worth highlighting the growing importance of this bond:
“In this consumer research with young people that we have carried out, we observe an increasingly central importance of the connection with friends, especially, Millennials ” explain Mariela Mociulsky and Ximena Díaz Alarcón, directors of Trendsity.
In this role that the friendly bond is gaining, the incorporation of technology into everyday life plays a fundamental role :
“This is the first generation to grow up in the digital age, witnessing and being the protagonists of technological progress and experiencing before anyone else the changes that this brought about both in the way of accessing information and in the different ways of connecting and communicating. All of this has very concrete consequences on the relationships of this generation and the following ones” adds Mociuslky.
Here is an example of a successful market research case .
Highlights from this consumer research
It is also worth noting that this is the first generation that, in kuwait phone number to living permanently connected, recognizes that they live in a more uncertain world with more questioned institutions and less clear role models.
“The big difference with Millennials is that they grew up with technology and with democracy of access, and as a result, relationships are much more symmetrical in general to the detriment of traditional institutions. It is a culture that is more committed to co-creation and collaboration than to tutors or guides” explains Trendsity.
In this context, various surveys carried out by Trendsity indicate that being part of a group system generates support and confirms identity. “Although peer groups and friends help define identity in adolescence, the possibility of being permanently connected made the value of friendship and the opinion of the circle gain ground”
WhatsApp groups, for example, are faithful examples of this dynamic; questions are asked, experiences and moments are shared, outings are organized and everything from photos to memories to moods is shared. Something similar happens with Facebook and Instagram.