Prince’s Trust tender: exclusive VH Insights intel

Last week, The Advertist published a tender from The Prince’s Trust, seeking potential digital suppliers, involving youth outreach, social and influencer activity.

Any agencies looking to put themselves forward for this prestigious project need to be armed with as much intel as possible about the prospect and the wider youth and charity sector.

At The Advertist, our entire mission is to arm agencies with up-to-the-minute data and insight that might help them in their mission to acquire new business.

So we asked Victor Houghton at VH Insights, the man behind the facts and research for our new business briefing podlets to provide us with some insight that might help anyone in the new business area.

The Prince’s Trust is a youth charity oriented to young people aged 11 to 30. Through the provision of innovative, high quality personal development opportunities, it helps these young people get into work, education, self-employment or training.

VH Insights notes:

• With recent changes, apprenticeship schemes are now more expensive, meaning employers have to pay more. – Trajectory
• Young Britons’ hopes and dreams are misaligned with where the future of the workplace is heading. Among 14- to 18-year-olds, the most popular career path is within art and culture, entertainment, or sport, with half of these teens saying they’re uninterested in any other sector. But with interest in this field five times as higher than the projected demand for such jobs in the economy, there’s a huge gap between aspirations and reality. Canvas8 / Education and Employers.
• A UK government survey found that donations made online/via a website was the only method of charitable giving which was more widely used in the early days of the pandemic than before the pandemic. Gov.uk
• 29% of UK charity donors say they want to change someone’s life. GlobalWebIndex
• TV is the dominant medium for charity adspend, currently with a 45% share. Digital’s share has been increasing – from 5% in 2016 to 14% in the first half of 2020. Mintel / Nielsen
• Younger consumers gravitate to social media, older consumers remain loyal to TV. Les Binet, group head, effectiveness at agency adam&eveDDB said that although this observation is not surprising, Coronavirus is leading to a sharper bifurcation. “That schism between the older and the younger audiences has … become more stark [and] more of a polarised picture.” WARC

For something deeper than just talking points, consider thorough desk research for your target brand. VH Insights has legal access to some of the best sources on the market, including some which are subscription-only. Get in touch for a bespoke new business briefing that covers aspects of the company, category, consumer and culture.