Insights in youth Offered by trendwolves A glimpse into the future

Fun path to success

Intrinsic motivation

Youngsters are constantly bombarded with information and opinions on what is good for them and what’s not. From an early age onwards, they are very aware that fate lies in their own bare hands. Yet how they should go about and pursue life and everything else, isn’t so much common knowledge. What they most realise, is that striving for success and success only, holds the recipe for an unhappy life. They truly believe that having fun is an essential part of the menu. After all, intrinsic motivation is so much more valuable than any external stimulus. Truly enjoying what you do, where that involves a job, an education or otherwise, is hugely important when it comes to being successful. And failures on the way are all fine.

“I don’t mind doing commercial work. It’s just a transaction. My own work though is a whole different playing field, and you can tell that by the end result.” - Dennis, Photographer

“Starting a business can be tough. At the same time, we are all so dedicated and so driven to make this work. That in itself triggers a fire in all of us.” - Thomas (25), Co-founder Beatswitch

“We just want to do our thing and keep doing what we love. When that implies making sacrifices, we’re fine with that.” - Joon (30), independent game developer.


A relaxed work environment, in which there is sufficient time for play and humour, tends to stimulate productivity and creativity. Much so, a message that carry some level of humour is often deemed more convincing, interesting. It’s simply more effective. Colleagues that have lots of fun together are inclined to share more knowledge and learn more from one another. By administering principles of play on to the work floor, motivation is likely to boost.

Note for the future

Pleasure and happiness are no longer a goal, but a way of life. They play a key role in our work, private life and the choices we make. Young people will not postpone their trips or objectively put their impulsive desires aside for later. They act now. As consumers they are less predictable and difficult to assess. What we do know is that tomorrow’s consumer admires companies that innovate and help to better the future, but that can also put things into perspective and dare to question themselves.

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Insights in youth Offered by trendwolves A glimpse into the future

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What this trend is about...

The ideology of laughter, fun and play

Young people are all about enjoying life. Facilitated and stimulated by the Internet, they consciously take time off to have a good time. Although they are ambitious and feel that the pressure is on, they are also very aware that the pursuit to success shouldn’t come at any price, particularly since they’ve witnessed –often at first hand- the toll it has taken on their parents as well as other generations before them. For many young people today, having fun outweighs the desire to win. Specifically on the web, humour is all-pervasive. While the masters in self-mockery are considered the new heroes, joy is increasing in power. Humour and play are gaining more ground and form a fertile outlet for self-expression, and a key ingredient for communication.

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Lolology is only one chapter of our European Youth Trendreport. To know the trends that will be relevant for the next 5 years, push the button.