More than half of young professionals would rather shop on their local high street than out of town locations, research from out-of-home advertising firm Clear Channel UK has shown.
The company’s Ngen: The Future of the UK report surveyed 1,000 young people within the 18-34 age bracket and found that 60 per cent felt a strong sense of belonging to their neighbourhoods, while more than three quarter (75 per cent) said they would be willing to work with others to improve their neighbourhoods.
In addition, more than half (58 per cent) said they would like businesses to support initiatives to improve local safety or public spaces, and 56 per cent said they believe businesses play an important role in improving public services.
Matthew Dearden, CEO at Clear Channel UK, said: “This is a group of people that traditionally flew the nest after school or further education. However, we’re now finding that young professionals are effectively feathering the nest, harking back to an earlier era where local social and business relationships were vital.
“This is also a population that feels positive about their spending power, providing a real opportunity for UK businesses to better penetrate this market. Reaching this group through digital and social media is one way, but to really engage with this market, businesses need to be both visible and active in the thriving neighbourhoods across the UK.”
Clear Channel uses the term ‘Ngen’ to refer to community members who spent more time out-of-home than in home when compared to their peers.