Young and Hopeful

"I’m still very much at home in my current apartment: it’s not too expensive and
I enjoy having my own space. I plan to save for a while before I look around for
something new."

Young and Hopeful

They are usually single with no kids, and are still studying or starting out on a career, for example in the services sector. And they have one thing in common: the future is
wide open for them. When you are Young and Hopeful, life can still branch of in all kinds of new directions! They are taking their first steps on the social ladder. One will start a family, while another sets out on a fast-track career path. Some even opt to do both at once.

Demographic characteristics

These days, young people live with their parents longer than they used to. Many people in the Young and Hopeful segment are under 30, although the upper age limit can stretch to 35. They often live alone and have yet to start a family. This group devotes the largest part of their day to education, with many still studying for their Bachelor’s or Master’s degree. In some cases they are already operating as a freelancer or have a job in the services sector. This group is working in areas such as retail, catering, healthcare and culture. If they are employed, it tends to be on a fixed-term contract. Their income is below average to average, but they are still in their twenties and thirties and are confident that this will change in time. When they complete their studies or take the next step on the social ladder, their income will rise. In short, they are still very much on the move and their lives are a work in progress.

Living environment

Most of these Young Hopefuls do not yet have the resources to buy their own home, so they mainly rent. They tend to reside in a small to average apartment not far from the colleges and universities of a big city, for example in the city centre. Delft, Leiden, Groningen, Utrecht and Nijmegen are especially popular. The quality of life in the neighbourhoods where they live is generally good, with properties worth up
to EUR 250,000 on average.

Lifestyle

This group enjoys festivals and devote a significant amount of their leisure time to sports. Exercise is their ideal relaxation after a hard day’s work or studying. They regularly go running or work out at the gym. They also like to try new things such as combat sports and snowboarding: a chance to test their limits. Despite their love of sports, this group still includes a fair number of smokers: from filter cigarettes such
as Marlboro to shag tobacco. Many have yet to own a car; it’s far cheaper and simpler to take the bus or cycle. To their favourite stores, for example, which include Hunkemöller, H&M, Zara and WE. Fashionchick.nl is a popular online option. For their daily groceries, Young Hopefuls mainly shop at Hoogvliet, Coop or EkoPlaza. However, they are happy to make time for an adventure holiday: they
travel by train and favour hostels, campsites or staying with acquaintances. Walibi Holland theme park provides thrills and relaxation. A large proportion of this segment is still single, so they are active on dating sites and apps.

Media

Young Hopefuls arrange many aspects of their lives on their mobile phone or tablet. Reading magazines, for instance, though you could just as easily find today’s nrc.next newspaper or a copy of Glamour or Psychologie Magazine on their bedside table. Online purchases are not a regular part of their routine. They mainly use the internet as a tool to further their education and/or career, or when looking for a new place to live. For entertainment, they download or stream movies and videos via YouTube, for example. They are also very active on social media. They use LinkedIn, play video games, Snapchat with friends and post photos on Instagram.

Mindset

Young Hopefuls are relatively young and are not about to conform to what society expects of them. In terms of personal development, they prefer to give themselves and others all the space they need and are open to all kinds of possibilities. This includes other lifestyles and cultures. They have a rich imagination and are highly creative. This group tends to have
a high social media profile: regularly sharing
what they are working on and what they have
already achieved.

Sub-segments

Other Whize Segments

Brochure