Why Isn't Your Business Listening To Young People?

Live scribing / creative agency Natalka Design: http://www.natalkadesign.com/


One of the few - if not only - conferences that support new thinkers and emerging minds. Silicon Beached has one key difference  - all the speaker slots were dedicated to young people under the age of 25. An apt quote sits above the stage at Silicon Beached, sister event to the regular conference held in Bournemouth, 'To thine own self be true'. Matt Desmier is the embodiment of this quote.

Owner and curator of Silicon Beach/ed, Matt Desmier, trained originally as a designer and his unique experience, style and manner are applied to the conference. No-one knows the topics beforehand, the day is fluid and there is a distinctly relaxed and less 'come to Jesus' feel. Silicon Beached is a refreshing testament to curiosity, learning and fresh-thinking. Who was chosen? Who are the future leaders?

Claudia Amy Salador presented a formula that worked for her to free herself from a life she didn't want or expect. 'Courage' comes from 'Noticing' (the world around you, the small things, the big things) and 'Knowing' when things aren't ok and change is needed. Salador's best advice? "Think about timespans between things...'when was the last time you saw...' is a great question to ask. Open your eyes and remove the blinkers."

"Go to where the people are" was a key takeaway from Rebecca Thomson and Rachita Saraogi from 'Sisterhood' (a social enterprise focused on building confidence in young women through creative programmes and running a design studio) who discussed the changing role of design in today's "interesting" world. When you have a target group of people, go to their world. If they live in Brixton, go to Brixton. Go and smell the place, look at how they move and look at where they congregate. Oh and use animated gifs.

Leila Willingham of DigiPigz discussed the Arts and approaching young people in general. Accessibility of language, changing the experience and visuality of services when it comes to young people needs to change and Willingham should know, she's she has to get young people interested in the arts because the current audience is dying...literally (the average age of an Arts supporter is 52). Willingham's best advice? "Take out words...[think] how can I simplify what I am trying to say?".

'Generation Snowflake' was the title of Sara Keegan of 18 Feet & Rising (a strategy firm) and why caring is cool. From Trump to H&M, Keegan discussed a future where political correctness and feelings aren't justified. Keegan ended with a focus on future leaders and how "Being a Snowflake has worth...it makes you more employable...more money and more likable. Champion over-sensitivity...you can impact change without spreading hate and shouting."

Callum McCahon is Strategy Director at Born Social who talked about a lack of brevity in the marketing industry. From State of the Union and Oscar speeches to canvases and area maps - nothing is getting shorter. Focusing on the brevity of thinking, McCahon looked at bank holiday searches and minimal branded products like Help Remedies as examples of a movement he wants to see more of.

Robyn Frost works at Poke London writes for Campaign (a trade publication for the marketing/advertising agencies). Frost discussed safe spaces to talk online in a talk titled 'How To Lose A Load Of Twitter Followers In 10 Ways'. The ways? Be a woman,  be a public figure, support women, say the F word (Feminism) and speak up. Ask Frost to speak at your event for last five - the evidence will shock and anger you. An inspiring and sobering talk.

Freddy Masters, Co-Founder of Keep Hush, a nomadic members club and music platform that are broadcasted online. "Hyper music fans, mid-week and evening attract switched-on Londoners" make up the 4,000 members who share it out to more than 100k livestreamers every time (equating to 350k minutes watched every month). Why does it work? "(We) make a positive contribution to the community..that's why KeepHush works. So many brands take away from culture."

Tom Sharman is Head of Social at Campus Society spoke on building daily success into your life. "As soon as you feel unchallenged, challenge yourself again." Whether it's reading 52 books in 52 days (as Sharman is doing) or altering fitness plans -set yourself small challenges and celebrate your daily wins.

Hannah Owens works for Livity (a youth-led creative network) and challenged people to embrace the fact that 75% of young people would consider a career in online videos (i.e. a 'YouTuber'). These future consumers are opportunities, your workforce and our hope for a brighter future. "No-one is taking into consideration the aspirations of this group. [Businesses should] cater to the whole person not just the employee - their passions - where do employee passions and business needs cross?".

Albert Millis runs the specialist VR agency/consultancy, Virtual Umbrella but refreshingly didn't speak about VR. Instead, memes and their roots in history (and Reddit) rounded out the day. "Judge memes critically, get ahead of the machines and reiterate...don't just repost - be genuine to you and the meme" according to Millis.

These are clearly future leaders and stars of the corporate world and they (and others) need our support. Desmier (and a couple of speakers) noted the audience were not the ones that needed to be at the conference." As an industry we need to invest more in our young people...they are the future. Silicon Beached is proof that hungry talent is out there and ready to take the reigns - execs need to show up and be there to cultivate that enthusiasm. "The future is in your hands...and offices" according to Desmier. The attendees get it but those who do and did not see the value of listening to young people are in danger of missing opportunities. When was the last time you really listened to a young person speak? Now go and make the answer 'today'.

Silicon Beached Opening - Matt Desmier

Paul Armstrong


