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What young peo­ple ex­pect from the city cen­tre

Holding Graz Head of Marketing Richard Peer, Astrid Oberzaucher (Campus 02), students Marco Zinterl and Liana Möstl, Peter Maderl (mResearch) standing on the terrace of the Holding headquarters
© achtzigzehn/Hinterleitner

Six students of Marketing & Sales at Campus 02, in cooperation with Holding Graz, have surveyed the wishes, needs and expectations of Generation Z (16 to 25 year olds) for the city centre of Graz.

With the support of Peter Maderl (mResearch), the students interviewed young people aged 16 to 20 and 21 to 25 in so-called “focus groups”. Not surprisingly, meeting friends is currently at the top of the priority list, with the most popular meeting places being the Schlossberg and Stadtpark. Young people also attach importance to a strong gastronomic offer in the city centre of Graz, especially places where you can have a good breakfast as well as bars and clubs for the night scene.

Astrid Oberzaucher, responsible for the practical projects at Campus 02, proudly: “The expectations for the city centre were perfectly raised by the students.”

“Holding Graz relies on the interaction of business, science and research. Campus 02 has been a reliable partner for many years and always supports the daily work with the results from research projects. The students can be proud of their performance,” says Richard Peer, Head of Marketing at Holding Graz.

The results of the market research:

  • What does Generation Z particularly appreciate about Graz city centre? The diverse gastronomic offer, the southern flair and seasonal events such as Advent in Graz. The shopping experience in the city centre is also perceived as more pleasant by the 16 to 25-year-olds than in the shopping centre.
  • What young people would like to see more of in the city centre of Graz are consumption-free zones that can be used free of charge – youth centres or sports fields were mentioned in the survey as well as billiard rooms or libraries. And for the warmer season: more seating areas in the green that also offer cooling possibilities.
  • The young people also see a need for improvement in the traffic situation, among other things the parking situation, better public connections to the surrounding area of Graz (GU) and the expansion and safety of cycle paths were mentioned.
  • In terms of shopping opportunities, Generation Z would like to see more specialised shops for hobby supplies, but also second-hand and vintage shopping experiences away from online shops.

In the photo (from left): Holding Graz marketing director Richard Peer, Astrid Oberzaucher (Campus 02), students Marco Zinterl and Liana Möstl, Peter Maderl (mResearch).