Youth

Firefish was conceived as a youth research agency at a time when every brand seemed to be clamouring to court this elusive demographic; coveting the endorsement and evangelism of moneyed, fickle young things.

In those early days, a focus on youth enabled us to channel our love of staying up late, listening to loud music and wearing outlandish clothes; it also helped us to understand the powerful and enduring relationships that can be forged when brands tread carefully to secure the favour of younger consumers.

Times have changed and so has the market - youth consumers are no longer perceived as a novelty, or seen in a vacuum. At Firefish however, our enthusiasm for understanding the youth market remains undimmed. The social currency, cultural nuance and insight that emanate from this vital and energetic demographic can inspire great marketing and communications. Listening closely to savvy, marketing desensitised young consumers can help brands to shape credible, creative and memorable activity. It also holds true that relationships nurtured here can build value in an increasingly cynical world.

The clothes may be slightly less outlandish and the music at a more respectable volume, but Firefish continues to produce great youth research to build great brands.