Kazakhstan Youth 2025: Trends and Image of Futures

Who this is especially useful for

• Business owners and senior executives (strategy, investments, growth, new directions)
• CMOs, Heads of Marketing, Brand, and Communications
• Product, Customer Experience, and HR teams (youth hiring and retention, EVP, CX)

Purchase options

1. Access to the research results (report, data book, insights, conclusions)
2. Results and a team workshop (personas → ideas → decisions and an action plan)
3. Customization for your industry and brand (focus on the relevant cities, segments, and business questions)

About the study (scale and depth)

This is the third wave of the project (previous waves: 2017 and 2019).

Fieldwork was conducted from May to August 2025. Target audience: urban youth in Kazakhstan aged 15–28.

Research design

• Desk research (data and context analysis)
• 20 in-depth interviews: 10 experts + 10 influencers
• 28 focus groups in 12 cities across Kazakhstan
• Survey: 800 respondents in 20 cities across Kazakhstan

The study was designed and conduct by an alliance of BRIF Research Group (Kazakhstan) and Summ()n Futures (Netherlands).
Summ()n Futures website: https://www.summon-futures.com/

What’s inside (deliverables)
Block 1. Youth trends in Kazakhstan

Socio-economic context

• Demographics
• Employment and economic activity
• Mobility and migration (internal/external)

Megatrends

• Digital life
• Artificial intelligence
• Education
• Work and careers
• Faith, religion, and spirituality

Macro trends and behavior

4. Values, aspirations, and fears (internal drivers)
5. Family and marriage
6. Ethnicity and language
7. Lifestyle and leisure (including sports & healthy living, work-life balance, mental health and wellbeing)
8. Attitudes toward the country and patriotism (including volunteering and civic engagement)
9. Information consumption and media behavior
10. Money and consumption

• Income and financial behavior
• Consumer behavior and brands
• Beverages
• Food and eating habits

Block 2. City “mental maps” (specifics)

12 cities in Kazakhstan – 12 different worlds.

A comparison of cities across core life values:

• Family
• Faith
• Leisure
• Education and careers
• Money
• Shopping and consumption

Block 3. Image of Futures and personas

• Image of Futures and youth value systems
• Typology and segmentation
• Practical application of the persona method
• 10 detailed persona profiles (youth clustering)

FAQ

Can I see a sample before purchasing?

Yes – download the teaser deck (sample insights, sample personas, and purchase options).

Do you offer industry-specific insights?

Yes – via a workshop and/or a customized deck tailored to your industry and business task.

How quickly can we receive the materials?

The base package is available within 3 business days. Workshops are scheduled by agreement (depending on team availability and objectives).

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