In December 2013, the newspaper Le Soir ran a study on the Belgian 25 year-old generation in order to give an overview of what trends can be identified and what are the features of this generation. The study focuses particularly on this target because it is representative of the population who will face upcoming challenges. Indeed, most of them graduated few years ago and had to start their professional path in an unfavourable economic frame. In Belgium, 707441 people are between 25-29 years old (around 1/15 Belgian inhabitant). Among these people, several categories have been underlined regarding on their way of living.

1. 25 YEAR-OLD
GENERATION
A digest of the study ran by

2. A decisive generation for the future
In December 2013, the newspaper Le Soir ran a study on the
Belgian 25 year-old generation in order to give an overview of what
trends can be identified and what are the features of this generation.
The study focuses particularly on this target because it is
representative of the population who will face upcoming challenges.
Indeed, most of them graduated few years ago and had to start their
professional path in an unfavourable economic frame.
In Belgium, 707441 people are between 25-29 years old (around
1/15 Belgian inhabitant). Among these people, several categories
have been underlined regarding on their way of living.

3. A generation touched by unemployment…
•
66.7% of workers have a job in
the private sector and 24.2% of
them in the public one.
• 24.1% of 25-29 year-old
workers have a part time job.
• 31.5% of CPAS beneficiaries
are under 25 years-old.
• The average salary in 2,579€
for 25-29 year-old people and
2,214€ for 20-24 year-old ones.

4. … and different from the previous one
• Regarding 1989 natives: 20,654 on 140,165 are seeking for a job
(14.7%). But 48.2% of them have been looking for a job for less
than 6 months.
• Graduated diploma does not always match with the reality of the
employment market.
• Nowadays, when young people are seeking for jobs, they
particularly focus on the framework using ethical and emotional
criteria.
• They are more used to working in groups, they are more efficient
and they have better analysing ability. They are also more able to
gather information thanks to their computer skills.

5. A generation concerned about balancing
private and professional life
• Salary is not the main concern any more.
• They are concerned about work conditions.
• Their loyalty regarding employers usually
lasts between 2 and 5 years.
• The financial weakness influence new ways
of living: flat-sharing, car-sharing.
• Young adult generation is also concerned
about getting back to the sport practice.

6. A generation which is involved in studies
• Top 5 of 25 year-old study:
1)
2)
3)
4)
Economics and Management
Law
Political and Social Sciences
Psychological Sciences and
Education
5) Medicine
•
32% of the 25-34 year-old
people speak 2 foreign
languages.

7. A significant Marketing Target
• Their purchasing power is not the main
reason for targeting young people: the
annual average of clothes expenses is €625.
• But they have a strong potential to share ads
via social networks.
• They have the ability to create
trends.
• 82% admit that they buy the
same brands as their friends.

8. 3 ways of living
• “The connected”: he represents the digital native generation which
grew close to the virtual world. He swaps between TV and the
internet when he doesn't use both in the same time.
• “The social”: he prefers being
outside, in bars and restaurants
during his free time. Screen culture
is less significant for him than for
“the connected”.
• “The cultural”: he is addicted to
cultural places. He handles new
technologies but primarily use it to
work, to communicate or to
increase its knowledge.

9. What to expect for them?
Y generation, digital natives
and social network addicted are
equivalent alternative names to
qualify a generation that holds the
future of the world between its
hands.
Even if they face some
difficulties
because
of
the
economic context, they will have to
deal with essential challenges as
global
warming,
developing
countries
rise
and
hyper
technology use.

10. THANK YOU