Abstract
Characterises modern young people as adventurous, high‐tech and time‐poor, and reviews how media and brands are attempting to evolve to match the needs of this market. Focuses on how the UK’s fourth largest daily national newspaper “Metro” has designed itself to fit the urban 18‐24 year olds group. Reports research carried out by “Metro” which identified ten expectations of young people, including a meaningful and interesting life, success in multiple fields as well as career, being a responsible consumer, and having a large network of friends. Follows this up with some initiatives from “Metro” that were designed to meet these expectations: these included a nocturnal run, the Rough Guides on fun travel, speed dating, recycling bins, and the Weekender event.