The Truth about...YOUTH - May 2011

The Truthabout...

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YOUTH

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| The Truth About Youth | McCann Worldgroup | May 2011

The Truth About YouthWhat motivates young people around the world today? Money? Fame? Justice? What makes them different from every generation that has come before?

We asked 7000 young people around the world and harnessed the collective genius of

Quantitative research conducted in US, UK, China, India, Spain, Mexico and Brazil. Qualitative research conducted in US, UK, China, India, Spain, Mexico, Brazil, Singapore, Malaysia, Chile, South Africa, Italy, Germany, Korea, Japan, Australia and Philippines.

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Exploring motivations

ContactThe need for emotional

JusticeThe need for social or

FlightThe need to release

tranquillity / peace / quiet in a

Order

Communerelationships and

JourneyingSurge

The need for visceral

AuthenticityThe need to see Mutiny

The need to rebel and push against the

MembershipThe need to be in-the-

GauntletThe need to compete

BecomingThe need for personal

independence an

PropsThe need for personal

CocoonThe need for

safety and a feeling

AssuranceThe need to avoid mistakes

MuscleThe need to exert

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Global citizens

Commune Justice the need for social or

Authenticity the need to see

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1. Technology as a fifth sensethose aged 23-30 would give up their own sense of smell if it meant they could keep an

Youth see technology as Plah-Doh – something they use in an utterly malleable and

deep relationship with technology that is shaping their attitudes towards community and


2. The Social Economy

30%

25%

20%

15%

10%

5%

0%

How would you most like to be remembered? A. As a person who was loved by many people

B. As a person who looked after their friends and family

C. As a person who changed the world in a positive way

D. As a person who made everyone laugh

E. As a very generous person

F.

G. As a very powerful person

H. As a very beautiful or attractive person

A B C D E F G H

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Experience Economy versus Social Economy

capture not only the thing which consumers are placing more and more emphasis on when

The influence of friends

From belonging to connecting; redefining friendship in the Social Economy


The friends arms race

To make you look more popular

Your audience awaits…

journey can cause anxiety because this is like being without one of your senses for


Pics or it didn’t happenpossible result in social media for young people is when someone else uploads a photograph

Creativity and competition

to mass self-expression and connectivity is the ability to continuously measure your own life

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45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

Trut

hful

Gen

uine

Soci

able

Mat

ure

Hum

ble

Ope

n M

inde

d

Hel

pful

Out

goin

g

Cre

dibl

e

App

roac

habl

e

Gen

erou

s

Talk

ativ

e

Affe

ctio

nate

Uni

que

Adv

entu

rous

Cha

rism

atic

Ener

geti

c

Spon

tane

ous

Mot

ivat

ed

Being socially usefulThe most successful brands have a deep understanding of what being social means to young

Which of these values do you seek in a best friend?

…Broadcast

…Share

…Entertain

…Make new connections

…Manage their connections…Beat their friends …Narrate their lives…Be chameleons

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5). HUMBLE –

of brands which clutter up their feeds with useless and inane information

4). MATURE – they value brands that are worthy of their respect and demonstrate a compelling and

3). SOCIABLE –

2) GENUINE –

1). TRUTHFUL –

“I’m actually friends with TopShop, but I want to get rid of it as it does

my head in. I did it a few years ago and they constantly send you

messages and come up on your homepage”

UK

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Why is the truth so very important to this generation?

Idols come down to earth

When I grow up I want to be…not famous

3. The Truth Hunters

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To a

lway

s be

hea

lthy

To b

e su

cces

sful

in m

y ca

reer

To m

eet

my

mat

e/ s

tay

wit

h m

y cu

rren

t pa

rtne

r fo

reve

r

To lo

ok a

fter

my

fam

ily

To t

rave

l the

wor

ld

To b

e ri

ch

To m

ake

the

wor

ld a

be

tter

pla

ce fo

r ot

hers

To s

tart

my

own

busi

ness

To h

ave

child

ren

/ ha

ve m

ore

child

ren

To h

ave

lots

of f

rien

ds

To h

ave

a gr

eat

sex

life

To b

e fa

mou

s

To b

e m

ore

succ

essf

ul t

han

my

pare

nts

To b

e be

auti

ful

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

In India, however, we see a different attitude to fame

But even in the ultimate celebrity cultures…

Please choose three wishes from the list below

McCann W

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Brands of substance

activity for any signs of ulterior motives and then decide according to real actions and

This is a generation who pride themselves on their ability to distinguish right from

“What corporate people want to do good? They don’t really care. They are only doing it to make them look good. It’s disgusting” Singapore

A year of Social Justice

2011


2011: A year of justice

country around the world we see people joining groups and registering their discontent

Social media and justice; a complex relationship

New York Times

1. Social Justice:

The need to do

what’s right for society

2. Personal Justice: The need to do what’s right for me

4. Justice Re-Imagined

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Re-imagining personal justice

Younger generation see as right…

Downloading isn’t stealing. they’ll download

supporting artists they like

It’s not where you take things from it’s where you take things to

(Jim Jarmusch) - welcome to a world of rehashing, remashing, remixing.

Ask for forgiveness not permission (5minutes late is 5 minutes too late- tweet

now think later)

Looking away from a screen is rude to your friends

Older generationssee as wrong….

Stealing is taking anything you haven’t earned

Using someone else’s idea is plagiarism

Acting before you think is a recipe for trouble

Staring at a screen in company is rude

Not working at workis a disciplinary issue

Work can be disrupted by playand play can be disrupted by work

“I wouldn’t steal

a car but I would

sure as hell download one

if I could”Facebook Group


The more time young people spend living their lives online the more the culture of

Business beware

What is a justice brand?

top ten demonstrates the importance of optimism and the spirit of carpe diem for

1. Technology as a Fifth Sense

2. The SocialEconomy

4. JusticeRe-Imagined

3. The TruthHunters

1. Technology as a Fifth Sense

2. The SocialEconomy

4. JusticeRe-Imagined

3. The TruthHunters

with the truth when they exist in a world of curated

and they are seeking substance from brands and

Young people around the world are reinventing the

level young people believe they have a strong notion

this is increasingly informed by the values of the

transform everything around us from the laws that

intrinsic and fundamental that half of young people would sooner give up one of their human senses than give up

Summary

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Brought to you by the collective genious of McCann Worldgroup

The Truth about...YOUTH - May 2011

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