Empowering the Leaders of Tomorrow: Youth Advisory Groups
The power of the youth persepective
To innovate future-facing products and experiences, Arla Innovation wanted to get inside the mind of the next generation. So we created the Youth Advisory Group (aka YAG), partnering with Fryhshuset to build a diverse advisory group to co-create and learn from, with and for.
Desired Outcome
Identifying youth specific needs, challenges, and opportunities
Co-creating and testing ideas and prototypes
Building trust and understanding with this key customer base
Developing dynamic content and insight
Building an engaged network of youth advocates
Empowering youth by sharing tools, showing respect and transferring knowledge
Ways Of Working
From our experience with Youth2030 and Reach for Change we know how to work with this specific target group — and how important it is to get it right.
Go Slow to Go Fast
Setting up this team in the right way was key — to establish trust and forge a format with youth that went way beyond user-testing to a place of knowledge sharing, openness and creativity to understand the reality of youth today.
Agile Test & Learn sessions
Meeting every few weeks in tailored formats to support our innovation process, their personal schedules and Arla’s focus areas. Sessions included testing new product concepts, sharing insights + developing briefs, filming content, co-creating ideas, the brand look and feel, and designing a experience.
Digital + Physical Discovery
Interacting daily with the youth and their network to gather insights, organise events and test ideas via social channels, digital surveys, sessions in our studio, test events at schools, lots of pizza.
Result
The Youth Advisory Group became an essential tool for gaining insights from this often hard-to-grasp target group. An engine for testing ideas, future products and deeping innovation impact in collaboration with this group of brilliant individuals. Humbling, delightful and extremely insightful.
