Young Optimism refers to a pattern of responses most often associated with optimism and seeking to improve their prospects in life to gain a respected place in society. Also more likely to be found among young people, the Young Optimism segment are into image and style (not fads and fashion).
Young people with this pattern are conscious of the image they project and want to make the right one. Long term thinkers, they are busy planning careers, attending university and thinking about the future. The mindset tends to be associated with people who want to experience all life has to offer: travel, a career, friends, and family.
Young Optimism wants to try everything – bungy jumping, skydiving, white water rafting, skiing, travel to Africa. They work hard and play hard, because they have the energy to do it. Being innovative and interested in technology, they can be young technocrats, surfing the Internet, developing an international perspective on the world and dreaming of going to work in New York, London or Beijing for a few years to further their career prospects.
*Devised by Michele Levine of Roy Morgan Research and Colin Benjamin of The Horizons Network 1997.
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