Owen

Your Agency Profile

Environmentally sceptical, financially motivated.

19–24 · Wrexham, North Wales · Trades & Apprenticeships · Updated 2026-07-14

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Overview

Age24

GenderMale

OccupationConstruction apprentice

HouseholdLives with parents

EducationLevel 3 apprenticeship

Income£16–20k

SectorTrades & Apprenticeships

Campaign typePublic information

Trust levellow

Biography

Owen is finishing his second year as an electrician apprentice. He works long days, gets his news from short-form video, and treats government messaging as background noise until it affects his pay packet. He is broadly sceptical of anything that feels lectured.

Goals

Save enough to move out.· 1 evidence link
Finish the apprenticeship and get properly qualified.
Cut monthly bills.

Frustrations

Doesn't trust government messaging.· 2 evidence links
Finds sustainability messaging preachy.
Feels talked down to by campaigns aimed at 'young people'.

Behaviours

Media habitsTikTok, YouTube shorts, Reddit at night.

PlatformsTikTok, YouTube, Snapchat

News sourcesReddit, algorithmic feeds, mates.

ShoppingPrice-first. Buys on Amazon or in-store.

VotingRarely votes; distrusts main parties.

Daily routineSite 7am–4pm, gym or gaming in evenings.

Values

community40
health35
environment25
cost90
convenience70
freedom80
security55
family60

Trust

government20
brands40
scientists55
local Community60
news Media25
social Media35

COM-B

capability65
opportunity40
motivation30
behaviour35

Supporting evidence

No evidence linked to this profile yet.

Notes · Represents the lower-trust 18–25 segment our campaigns consistently struggle to reach. Responds to peer-voiced content.

Version history

2026-05-02 — Initial profile created from apprentice interviews.
2026-07-14 — Updated trust scores after wave 12 survey.