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Owen
Your Agency ProfileEnvironmentally sceptical, financially motivated.
19–24 · Wrexham, North Wales · Trades & Apprenticeships · Updated 2026-07-14
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.