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MEET THE BRIC

MILLENNIALS

September 2013
WHAT WE’LL COVER
•	Introduction
•	Topline Findings
•	Methodology
•	Who Are the BRIC Millennials?
	
	
	
	

Brazil Millennial Profile
Russia Millennial Profile
India Millennial Profile
China Millennial Profile

•	Meet the BRIC Millennials
	 Personal finances and employment
	
	
	
	
	
	
	

Government, activism and national pride
Tradition vs. modernization
Stress and urbanization
Changing gender roles
Relationships, religion and society
Social good
Social media

•	Appendix: Additional Charts
A note to readers: To make the report easy to navigate, we’ve added hyperlinks to this page and the Meet the BRIC Millennials page so you can
jump immediately to the items that most interest you (or, alternatively, you can read the material straight through).
This is a report from JWTIntelligence. Go to JWTIntelligence.com to download this and other trend research.

2
INTRODUCTION
A dozen years after the term BRIC was coined, we decided to zone in on the generation that will be defining the future of
these markets, which together comprise around 40% of the global population. Millennials in Brazil, Russia, India and China
have come of age during a unique time, during which their countries have experienced both unprecedented growth and the
repercussions of a worldwide slowdown, globalization and the digital revolution.
This generation will call on their distinct set of experiences and tools as they help to shape the future of nations that,
as one bullish forecast suggests, could together overtake the G7 economies in less than 15 years. More conservative
forecasters don’t foresee the BRIC group hitting this milestone until at least 2050; growth has slowed—with some warning
of hard landings ahead—and a range of enduring challenges are proving intractable. But there’s still plenty of optimism
surrounding these markets, and rich potential for growth.
This study focuses in on some themes we’ve examined in the context of Millennials in the developed world, including
personal finances and employment, stress, changing gender roles, social good and social media. We’ve also focused on
issues that are especially relevant to Millennials in BRIC nations, in particular tradition vs. modernization, urbanization and
national pride.
Millennials are regarded as the first global generation, with more overlapping values and shared experiences than any
before them. As our wide-ranging study details, in some respects Millennials across BRIC markets are very closely aligned,
while in others they diverge wildly in their outlook thanks to unique national conditions and traditions. Here, we spotlight
those commonalities and differences, along with some case studies that show how brands are responding to these
increasingly influential young consumers.

3
TOPLINE FINDINGS
•	Like their counterparts around the world, BRIC Millennials
are optimistic on most counts; uniquely resourceful and
entrepreneurial, using technology as a steppingstone; and
civic-minded by nature.

•	Millennials around the world have felt the sting of
economic uncertainty, and young BRIC citizens are no
exception. But they’re upbeat about their economic
future and have adjusted their outlook to today’s
economic realities, with many feeling that spending wisely
is more important than earning a lot of money.

•	Accustomed to voicing their opinions on social media,
Millennials in Brazil, Russia and India want to express
their views on social problems and their government, and
to engage with their leaders. This is especially true in
Brazil. Indians are relatively the most positive about their
government and political leaders.

•	This generation sees many life choices (choosing what to
study and where, choosing where to live, etc.) as being
more complicated today than they were in the 1960s,
with Brazilian Millennials as the exception.

•	As the BRIC markets become more globalized, many
long-standing cultural norms are being upended. Russian,
Chinese and Indian Millennials are looking to preserve
their cultural traditions; they feel traditions hold society
together. Brazilians, by contrast, seem to have the most
progressive mindset. Indeed, this cohort has far fewer
taboos than their counterparts in Russia, India and China.

•	BRIC Millennials identify with cultures around the globe.
More than half say they have friends from all over the
world. Many appreciate the influence of other cultures on
their way of life, and almost 6 in 10 see themselves as a
global citizen first and a citizen of their homeland second.

•	Life is getting more stressful for these Millennials, with 53%
saying their stress level has increased over the past year.
Their finances and the cost of living are the chief stressors,
and the highly competitive job market is also a key concern
in Brazil, India and China. Pollution, food safety and climate
change stand out as major concerns in China.

4
TOPLINE FINDINGS (cont’d.)
•	BRIC Millennials feel responsible for leaving the world in

•	While marriage is still valued among many young people

better shape for future generations, and a wide majority
feels there’s a need to balance out the inequalities of
the world.

in the BRIC markets, this cohort doesn’t necessarily see
it as essential, especially in the near future. Almost 6 in
10 are comfortable with the idea of not getting married.
More than 4 in 10 are open to pursuing parenthood
without a spouse.

•	When it comes to homosexuality, Brazilian Millennials
are the most open and accepting. But Chinese
respondents slightly surpass Brazilians in acceptance of
same-sex marriage.

•	Indian Millennials are the most engaged with social media,
followed by Chinese and Brazilians; Russians are by far the
least engaged.

5
METHODOLOGY
This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year.
Specifically for this report, we conducted quantitative surveys in Brazil, Russia, India and China using SONAR™, JWT’s
proprietary online tool, from July 3-8, 2013. We surveyed a total of 1,640 Millennials aged 18-35 (385 Brazilians, 416
Russians, 455 Indians and 384 Chinese). Data is weighted to be representative of Internet users in each market.
We also received input from JWT planners and researchers in each market surveyed.

6
WHO ARE THE BRIC MILLENNIALS?
In each of these markets, our sample is
representative of the Internet users in each nation.
BRAZIL

RUSSIA

INDIA

CHINA

TOTAL POPULATION 	

201 million	

142.5 million	

1.2 billion	

1.3 billion

MEDIAN AGE OF POPULATION, 	
IN YEARS

30.3 	

38.8	

26.7	

36.3

MILLENNIALS AS PERCENTAGE	
OF TOTAL POPULATION

30% 	

27% 	

30% 	

28%

MILLENNIALS AS PERCENTAGE 	
54% 	
61% 	
75% 	
58%
OF TOTAL INTERNET USERS*				

See the following four pages for demographic details on our Millennial respondents.

*15-34-year-olds, as of October 2011
Sources: CIA World Factbook, U.S. Census Bureau, eMarketer and comScore

7
BRAZIL MILLENNIAL CHARTS
APPENDIX: ADDITIONALPROFILE

25%

SOME
COLLEGE

24%

IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER

LIVING
WITH
IMMEDIATE
FAMILY

34%

29%

HIGH
SCHOOL
GRADUATE

15%

LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN

35%

MARRIED

53%

15%

56%

COLLEGE
GRADUATE

IN A
RELATIONSHIP
AND LIVING
TOGETHER

80%

FACEBOOK

EMPLOYED
FULL-TIME

48%

GOOGLE+

10%

FREELANCE/
SELFEMPLOYED

61%

YOUTUBE

39%

TWITTER

48%
ORKUT

8
RUSSIA MILLENNIAL CHARTS
APPENDIX: ADDITIONALPROFILE

25%

SOME
COLLEGE

56%

IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER

LIVING
WITH
IMMEDIATE
FAMILY

14%

33%

HIGH
SCHOOL
GRADUATE

15%

LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN

57%

MARRIED

57%

7%

58%

COLLEGE
GRADUATE

IN A
RELATIONSHIP
AND LIVING
TOGETHER

71%
VK

EMPLOYED
FULL-TIME

53%

FACEBOOK

4%

FREELANCE/
SELFEMPLOYED

67%

MAIL.RU

59%

34%

GOOGLE+

ODNOKLASSNIKI.RU

34%

YOUTUBE

9
INDIA ADDITIONAL CHARTS
APPENDIX: MILLENNIAL PROFILE
48%

6%

SOME
COLLEGE

IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER

LIVING
WITH
IMMEDIATE
FAMILY

39%

22%

GRADUATE/
POST-GRADUATE
(GENERAL)

2%

LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN

48%

MARRIED

59%

8%

57%

GRADUATE/
POST-GRADUATE
(PROFESSIONAL)

IN A
RELATIONSHIP
AND LIVING
TOGETHER

74%

FACEBOOK

EMPLOYED
FULL-TIME

44%

YOUTUBE

8%

FREELANCE/
SELFEMPLOYED

54%

GOOGLE+

42%
ORKUT

37%

TWITTER

37%

LINKEDIN

10
CHINA MILLENNIAL PROFILE
APPENDIX: ADDITIONAL CHARTS

8%

SOME
COLLEGE

65%

IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER

LIVING
WITH
IMMEDIATE
FAMILY

3%

15%

HIGH
SCHOOL
GRADUATE

6%

LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN

47%

MARRIED

76%

9%

60%

COLLEGE
GRADUATE

IN A
RELATIONSHIP
AND LIVING
TOGETHER

78%

TENCENT
QZONE

EMPLOYED
FULL-TIME

57%

43%

PENGYOU

RENREN

3%

FREELANCE/
SELFEMPLOYED

68%

TENCENT
WEIBO

75%

SINA WEIBO

43%

KAIXIN001

32%

DOUBAN

11
MEET THE BRIC MILLENNIALS

PERSONAL FINANCES AND
EMPLOYMENT
	 •	Bullish about personal finances
	 •	Money matters
	 •	Investing in the future
	 •	“It’s not fair”
	 •	“I’ll pave my
own way”
	 •	Working for more than a
paycheck
	 •	Tech empowers
	 •	The grass is always greener

GOVERNMENT, ACTIVISM AND
NATIONAL PRIDE
	 •	Wary of government
	 •	Making their voices heard
	 •	BRICs on the world stage
	 •	BRIC national pride
	

TRADITION VS. MODERNIZATION
	 •	“I’ll never be like my parents”
	 •	No nostalgia for Brazilians
	 •	Nostalgia for a less
complicated life
	 •	Traditions endure for most
	 •	Traditions worth saving
	 •	Because society says no
	 •	Living in an interconnected
world
	

STRESS AND URBANIZATION
	 •	Living a stressful life
	 •	The double-edged sword
of the city

CHANGING GENDER ROLES
	 •	Gender equality within
reach
	 •	Changing gender roles

RELATIONSHIPS, RELIGION
AND SOCIETY
	 •	Extending their
single years
	•	Friends as family
	 •	Religion and young
people
	 •	Race relations
	 •	LGBT issues

SOCIAL GOOD
	 •	Heal the world
	 •	DIY activism

SOCIAL MEDIA
	 •	Broadcasting the curated self
	 •	Social media-driven FOMO
	 •	Share no more

12
PERSONAL FINANCES AND EMPLOYMENT

Image credit: kenteegardin

13
BULLISH ABOUT PERSONAL FINANCES
APPENDIX: ADDITIONAL CHARTS
FIGURE 1A:

Outlook on personal finances
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

91	
87	

It is important that I am
financially independent

85	

89%

93	
88	
75	

I think my finances
will improve in the
next six months

86	

83%

83	
56	
The stress of managing my
finances is exhausting

36	
55	

48%

43	
32	
If my financial situation
were to worsen, I would
consider moving back
in with my parents*

33	
55	

37%

27	

*Asked only among those living in a home/apartment on their own or living at school

14
BULLISH ABOUT PERSONAL FINANCES (cont’d.)
Financial independence is a near-universal desire, with almost 9 in 10 BRIC Millennials saying it is important
for them. Pointing to the relentless optimism of this generation, some 83% feel confident their finances will
improve in the next six months. Russian Millennials are slightly less bullish than the rest, with 3 out of 4 optimistic about
their financial future. This optimism isn’t blind—almost half of Millennials feel exhausted by the stress of managing their
finances, and more than half of Brazilian and Indian respondents.

SPOTLIGHT ON BRAZIL
Brazilians’ stress around managing finances (see Figure 1A) stems from the fact that Millennials are the first generation to see
financial management as providing the groundwork for a future with more freedom and flexibility. Brazilian youth are just
beginning to embrace saving and financial planning—to strive for financial literacy.
Years of inflation prevented a saving culture from taking hold among previous generations—the hyperinflation of the ’80s
made any investment seem like a bad idea. At the same time, rampant spending was risky as it was impossible to predict how
much one’s money would be worth in the near future.
Millennials have come of age during a decadelong period of economic stabilization and growth. There’s a prevailing sense
of optimism around finances—Millennials feel that if they spend now, they can simply earn back the money in a few months.
And since the future seems bright, there is less guilt in fulfilling today’s wishes in spite of tomorrow’s duties; young Brazilians
believe more in investing in themselves than saving for a theoretical future problem (see Figure 1B on page 19).

15
BULLISH ABOUT PERSONAL FINANCES (cont’d.)
CASE STUDY: HSBC, IPAD 360º

To help inspire young Brazilians to think about smart financial planning, an HSBC Wealth Management campaign for the iPad
illustrated a future with more options. JWT created an app that asked, “Where do you want to be in the future?” and then
showed 360-degree environments of potential locations, including a Paris penthouse and, from a scuba diver’s perspective,
an undersea paradise. Users could navigate through these scenarios as if they were really there. The message: “Wherever
you want to be in the future, you can count on the help of HSBC Wealth Management.”

Image credits: JWT

16
BULLISH ABOUT PERSONAL FINANCES (cont’d.)
CASE STUDY: ITAÚ, FUN TRADE

Last year, Brazilian bank Itaú introduced Fun Trade, a Facebook gaming app designed to teach participants about the stock
market. Players were encouraged to buy and sell shares of companies, represented by their friends and other players. To
start, players published an IPO on their Facebook wall. Shares changed in value depending on supply and demand and as
players received more interactions.

Image credits: Itaú; Contagious

17
BULLISH ABOUT PERSONAL FINANCES (cont’d.)
SPOTLIGHT ON INDIA
Indian Millennials living away from home fall well above the average (37%) when asked if financial reasons might prompt
them to consider moving back in with their parents: 55% are in agreement. (See Figure 1A.) The family unit remains a
cultural pillar in India, where multigenerational households are the rule and moving out of the family home upon adulthood
is not a mainstream phenomenon.
Young Indians take pride in caring for and giving back to their parents; 86% agreed that “It is important to me that I’m able
to provide financial support for my parents” compared with an overall average of 79%.

18
MONEY MATTERS
FIGURE 1B:

Money-mindedness
Percentage of BRIC Millennials who agree
Brazil

Russia

India

81

Spending
wisely is more
important than
earning a lot
of money

72
86
80
51

Saving money is
more important
to my parents’
generation
than to my
generation

I buy more
things (clothing,
furniture,
electronics)
used/secondhand
than I did two
years ago

China

54
67

60%

80%

“Spending wisely” doesn’t equate with penny-pinching for
these consumers, especially in India and China. BRIC Millennials are more
inclined to spend than their parents, with 6 in 10 saying that saving money is
more important to their parents’ generation than to their own.
Eight in 10 agreed that spending wisely is more important than earning a lot,
with Indian Millennials most likely to agree. This cohort has also taken to
buying used or secondhand items in the recent past (56% of Indian Millennials
compared with 32% of BRIC Millennials overall). eBay and websites including
Quikr and OLX have popularized the buying and selling of secondhand goods,
taking advantage of Indians’ tendency not to toss out older items but to
mend or find new uses for them. Young, cash-strapped Indians prefer buying
high-end used goods to lower-end new products.

65
27
19
56
25

33%

In Russia, where only a slim majority agree that saving money is more important
to their parents’ generation, the collapse of the Soviet Union drove a wave
of spending, thanks to an influx of new goods into the market. An era of easy
credit, especially for young people, followed in the early ’00s. The economic
crisis has shifted consumer behavior—after nearly two decades of wild
consumerism, the market has experienced some stabilization. Loans are taken
wisely, if at all, and Millennials are much more rational in their spending.

19
INVESTING ADDITIONAL
APPENDIX:IN THE FUTURECHARTS
FIGURE 1C:

What constitutes a good investment?
Percentage of BRIC Millennials who believe each of the following would be a good investment
Brazil

Russia

India

China

62

82
74

Education

71

71%

Internet
access

49%

50

58

75
64

68%

51

44

54

Hobbies
(playing a
sport, learning
to play an
instrument,
learning to
paint)

44%

35

An international
vacation

34

49

61%

An
apprenticeship

59

35

27

31

41%

12

A mobile
phone/
smartphone

23
45

60
75

54

58%

40
67

A car/scooter

42
27

33%

32

52
41

33%

20

70
77

34%

45

32

54

Learning
a language

26

31

67
Starting a
business

A tablet/laptop

45
81

A home

32

37

42

41%

A vacation
within my
country

20

31%

27
36

CHART CONTINUES

20
INVESTING ADDITIONAL (cont’d.)
APPENDIX:IN THE FUTURECHARTS
FIGURE 1C

(cont’d.):

What constitutes a good investment?
Percentage of BRIC Millennials who believe each of the following would be a good investment
Brazil

Russia

India

China

37
Gym
membership

24

27%

24

28

17
Luxury/designer
goods

18
21

25

20

25%

29

Magazine/ 4
newspaper
subscriptions

19
23

20

19%

Long-term
travel/a
gap year

10

26

24
Tickets (concert,
movies, sporting
events)

14
19
18

16%

11

21

25%

18%

19

19

29

42
18

5

22

21

An internship

Dining out

26

31
New clothing

21%

12

19%

Cosmetic
surgery

6
7

8%

7

21
INVESTING IN THE FUTURE (cont’d.)
As they settle into their lives, BRIC Millennials feel that spending on themselves in a range of ways will
help provide security for the future. Brazilian Millennials consider the widest range of factors a smart investment, thanks
to overall national optimism (and a culture that leans toward optimism), still-rising economic prospects and an emerging
middle class with disposable income.
Across the BRIC markets, Millennials see home ownership and factors related to career advancement—education, starting
a business and learning a language—as the most worthwhile investments. Russians are most beholden to the idea of
entrepreneurialism, with 77% agreeing that starting a business is a good investment compared with 61% overall.
This digitally savvy generation also tends to see Internet access as a good investment (49%), especially the hyperconnected Brazilians (62%). By contrast, only about 1 in 5 BRIC Millennials views newspaper or magazine subscriptions as a
good investment. Indians are most likely to see tech devices—tablets or laptops and mobile phones—as smart investments.
Luxury and designer goods, which fall relatively low on the list of worthwhile investments, are most valued by Chinese
Millennials and least valued by Brazilians. Chinese respondents were also most likely to see the investment value in longterm travel or a gap year.

22
‘IT’S NOT FAIR’
FIGURE 1D:

Uncertain employment
Percentage of BRIC Millennials who agree
Brazil

Russia

China

68

My generation
is being dealt
an unfair
blow because
of global
economic
uncertainty

61
76

70%

76
75

Generally,
people
my age are
struggling to
find a job

People my
age often
balance
multiple jobs
to get by

India

65

70%

71

Despite long-term economic expansion in their markets, BRIC
Millennials, like many of their counterparts around the world, feel negatively
affected by the global downturn. Seven in 10 agree that their generation is
being dealt an unfair blow because of global economic uncertainty and that
people their age are struggling to find jobs.
These Millennials are confronting fiercely competitive conditions. In
China, for instance, the number of college graduates has quadrupled over
the last decade, but professional jobs haven’t grown nearly as fast. A
2012 government study cited in Businessweek found that unemployment
among 21- to 25-year-old graduates was 16%, four times the official urban
unemployment rate. Some Chinese women are going to extremes to find
jobs, turning to plastic surgery to achieve a more European or younger look.

68

Patchwork earnings are most prevalent among Indian and Russian Millennials,
with 8 in 10 saying that people their age balance multiple jobs to get by.

65
80
79

68%

45

23
‘I’LL PAVE MY OWN WAY’
FIGURE 1E:

Generation Go
Percentage of BRIC Millennials who agree
Brazil

Russia

India

89

Technology has
put so many
professional
and entrepreneurial opportunities in
front of me

My friends
are doing
entrepreneurial things to
make more
money

If I lose/
have trouble
finding a
job, I’ll just
start my own
business

China

89

89%

87
93
72
67
75

71%

While Millennials around the world feel they’ve been dealt an
unfair hand, many are finding opportunity in economic adversity, ushering in
an unprecedented entrepreneurial mindset. Entrepreneurialism offers this
generation a berth at the starting line and a sense of direct control over
their future.
Among BRIC Millennials, 7 in 10 say they would start their own business
if they lose or have trouble finding a job and see their peer group doing
entrepreneurial things to boost their earnings.
Technology—which obliterates traditional barriers to entry—is a steppingstone
for this uniquely resourceful generation. Nine in 10 agree that technology has
put an array of professional and entrepreneurial opportunities before them.

68
72
62
75

71%

74

24
‘I’LL PAVE MY OWN WAY’ (cont’d.)
Millennial entrepreneurs between 18 and 29 outnumber those aged 35-plus in Brazil and Russia. A few
notable examples of young people in these markets who are rewriting the rules of the game:

GABRIEL BENARROS, 24

TALLIS GOMES, 26

EDUARDO L’HOTELLIER, 28

Founder of Ingresse, a social platform for selling tickets
online that helps users discover events and serves
as not only a channel for ticket sales but a publicity
platform for the event organizer. Ingresse was invited
to join Dave McClure’s incubator 500 Startups.

Founder of Easy Taxi, a mobile app similar to Uber
that connects taxi drivers with nearby users in need of
a ride. The company operates in 10 Brazilian and nine
foreign cities, and has ambitious plans for expansion.

Founder of GetNinjas, an online platform that
connects service providers with customers. The
company received $3 million in Series A financing
earlier this year.

PAVEL DUROV, 28

OSKAR HARTMANN, 30

ELENA MASOLOVA, 29

A colorful and sometimes controversial character,
Durov founded VK, a social networking site that claims
100 million active users and has a goal of capturing
70% of Russia’s social media market. According to
some reports, however, the site is regarded as a major
hub of pirated music and video, as well as porn.

Founder and CEO of KupiVIP a flash sale discount
,
club. The company raised around $100 million in
venture financing in the past two years and will be
seeking $125 million in a 2014 IPO.

Founder of Darberry, an online coupon company
acquired by Groupon; CEO of Pixonic, a social
network game publisher; and investment
director at AddVenture, an angel fund.

25
WORKING FOR MORE THAN A PAYCHECK
FIGURE 1F:

Doing meaningful work
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

88

The best
measure
of wealth
is having a
job you like

85
84

87%

90
83

A job
should help
me pursue
my passion

80
86
85

A lot of
people my
age are
seeking
jobs that
give back
to society

83%

Hand in hand with their entrepreneurial mindset, Millennials
view a job as more than a paycheck. Instead, it should be satisfying and, as
83% of our sample believe, a vehicle for pursuing passions. Close to 9 in 10
respondents say having a job one likes is the best measure of wealth.
Self-fulfillment isn’t the only goal: Many in this generation are looking
to make a positive social impact, with nearly two-thirds saying that
a lot of their peers are looking for jobs that give back to society. In
India, for example, some graduates from top universities are forgoing
traditional positions in investment, banking or consulting in favor of social
entrepreneurship efforts. And a PwC study found that three-quarters of
Brazilian and Russian Millennials actively seek out employers whose corporate
responsibility efforts reflect their personal values. This was followed by 69%
of Indians and 58% of young Chinese employees.

65
59
71

65%

63

26
TECH EMPOWERS
APPENDIX: ADDITIONAL CHARTS
When it comes to social mobility, jobs centered around technology are seen as offering a path forward, as
do jobs in media and entertainment. The more traditional jobs—in health care, engineering, consulting and law—fall much
lower on the scale, perhaps because of the cool factor associated with the tech, media and entertainment industries and
the highly competitive nature of the other well-paid professions.

WHICH CAREERS OFFER THE MOST SOCIAL MOBILITY?
(Top 5 responses by country)

BRAZIL

43%

TECHNOLOGY

29%
HEALTH
CARE

INDIA

27%

ENGINEERING

25%

INTERNET
COMPANY

24%

EDUCATION

RUSSIA

35%

ENTREPRENEUR

30%

ADVERTISING

38%

EDUCATION

30%
MEDIA/

ENTERTAINMENT

29%

TECHNOLOGY

29%

BANKING

25%

SOFTWARE
DEVELOPMENT

CHINA

29%

MEDIA/
ENTERTAINMENT

28%

BANKING

26%

SOFTWARE
DEVELOPMENT

39%

MEDIA/
ENTERTAINMENT

34%

RETAIL/
WHOLESALE

33%

INTERNET
COMPANY

30%

ADVERTISING

27%
REAL
ESTATE

27
THE GRASS ADDITIONAL CHARTS
APPENDIX:IS ALWAYS GREENER
FIGURE 1G:

Greener pastures overseas
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

85
It seems like more
people are going to
university abroad
than in the past

78

62
86

81%

There is more
opportunity for social
mobility abroad than
in my country

92

74
72
59

84
Going to university
abroad improves
your prospects after
graduation

73
80

71%

75

79%

78

I would consider
moving to another
place to work

59
72

65%

55

83
More and more
people my age are
working for global
companies

60
84

76%

76

28
THE GRASS IS ALWAYS GREENER (cont’d.)
For Brazilian, Indian and Chinese Millennials, an international education carries perceived professional
benefits, and more of them are pursuing degrees abroad. Young Russians are the least likely to agree that going to
university abroad improves one’s job prospects and that their peers are working for global companies. Studying abroad,
generally considered a prerogative of elites, is not widespread among Russians, who strive instead for admission into
universities in Moscow or St. Petersburg.
This generation is also ready to venture away from home to follow opportunity—almost two-thirds said they would consider
moving elsewhere to find work. For many, these moves are motivated by the notion that social mobility is more easily
accomplished abroad. Brazilians are the most open to moving away and the most likely to regard foreign soil as more
conducive to upward mobility.

58%

OF BRIC MILLENNIALS
WOULD PREFER
TO STUDY ABROAD
THAN IN THEIR HOME
COUNTRY

57%

OF BRIC MILLENNIALS
WOULD PREFER
TO WORK ABROAD
THAN IN THEIR HOME
COUNTRY

29
THE GRASS IS ALWAYS GREENER (cont’d.)
CASE STUDY: TENCENT QQ, “YOUR COMPANION OF 12 YEARS”

A spot from leading Chinese social network Tencent QQ demonstrates how its offerings keep distant family members in
close contact. A boy displays typical annoyance toward his loving mother—irritation when she repeatedly asks for help with
the television remote and when she greets him at the door. After he leaves home for school in America to fulfill his dreams,
his mother learns how to use QQ so they can stay in touch. Once the two of them are on opposite sides of the earth,
he matures and finally starts to understand his mother; their hearts grow closer. The young man goes on to get a job in
America but acknowledges that no matter how far away his mother is, she’s always in reach with the click of a button.

Image credits: Tencent QQ

30
GOVERNMENT, ACTIVISM AND NATIONAL PRIDE

Image credit: Semilla Luz

31
WARY OF GOVERNMENT
APPENDIX: ADDITIONAL CHARTS
FIGURE 2A:

Government effectiveness
Percentage of Brazilian, Russian and
Indian Millennials who agree*
Brazil

Government leaders
in my country are in
touch with the needs
of everyday people

India

37

I think my country is
developing in a way
that offers equality
for all citizens

Our government
acts promptly to
help the people

Russia

46%

34
64
27

33%

23
48
28

32%

26
40

*Note: Not asked in China

32
WARY OF GOVERNMENT (cont’d.)
Indian Millennials are relatively positive about their government and political leaders. Nearly half believe
the government acts promptly to help people, and 4 in 10 see the government as being in touch with the needs of citizens.
As many as 64% believe India is developing in a way that offers equality for all. Still, with the general public frustrated by
India’s stalled development and government corruption, this does not translate to widespread optimism and satisfaction
with the status quo.
Millennials in Brazil and Russia, however, are much more dissatisfied with
their leaders. Fewer than 3 in 10 believe their government acts promptly to
help people and that their leaders are in touch with the people’s needs. Not
too many more feel positively about the direction of national development—
just over a third see their nation as developing in a way that offers equality
for all citizens.

31%

OF BRAZILIAN,
RUSSIAN AND INDIAN
MILLENNIALS TRUST
THEIR POLITICAL
LEADERS

33
MAKING THEIR VOICES HEARD
Accustomed to broadcasting their opinions on social media,
this generation feels strongly about making their voices heard when it comes to
social and political issues.

FIGURE 2B:

Activism and social change
Percentage of Brazilian, Russian and
Indian Millennials who agree*
Brazil
People my age
are actively
looking for ways
to voice their
opinions about
social problems
People my age
are actively
looking for ways
to voice their
opinions about
the government

Russia

India

91

83%

78
82
91
75
79

81%

Digital connectivity has driven awareness and engagement. Chinese Millennials
use blogs, as well as social networks such as the microblogging platform
Weibo, to express views on social matters. In India, citizens can post questions
to politicians via the website Oursay; these are then voted on and posed to
relevant leaders. Oursay has hosted two forums with government leaders this
year, and other Indian leaders have expressed interest in participating.
Brazilian Millennials over-index here, perhaps due to the survey coinciding
with nationwide demonstrations focused on public spending and government
corruption. Young Brazilians didn’t take to the streets as a rejection of politics,
wrote former president Luiz da Silva in a New York Times op-ed, but rather
thanks to the “drive to increase the reach of democracy, to encourage people to
take part more fully.”

*Note: Not asked in China

34
MAKING THEIR VOICES HEARD (cont’d.)
SPOTLIGHT ON RUSSIA
Russian Millennials are somewhat less likely to say they’re actively seeking ways to effect
change. While unhappy with the government, this cohort is generally socially and politically
passive, feeling helpless to change the nation’s political situation.
One exception is the “creative class”—white-collar professionals in creative jobs—who have
helped drive opposition to the Putin regime. They were among the main forces behind
demonstrations on Moscow’s Bolotnaya Square earlier this year. The protests had little effect,
however, and the government was careful to not let the situation get out of control both in
the streets and in the digital sphere.

Image credit: sime simon

35
MAKING THEIR VOICES HEARD (cont’d.)
CASE STUDY: THE TIMES OF INDIA, “I LEAD INDIA”

The Times of India dramatized the spirit of Millennials in its recent “I Lead India” initiative. An advertisement shows young
people from all over India standing up from their chairs and charging forward with a determination to take on the nation’s
biggest challenges. The passion of the generation culminates in a massive bonfire that torches all the comfortable seats—
the idea is not to take things sitting down. The Times of India challenges youth to be the change they want to see, sending
the message that “You are your own leader.”

Image credits: The Times of India

36
BRICS ON THE WORLD STAGE
FIGURE 2C:

BRICs step out
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

79

My country
must improve
nationally
in order to
become a world
leader

87
88

87%

92
92

It’s time for our
citizens to make
their mark on
the world

70
87

84%

89
83
My country can
effect change in
the world

75
84

82%

As the BRICs raise their profiles on the world stage, Millennials
in these markets acknowledge that there’s work to be done at home before
their country can become a world leader—a compelling prospect, with
more than 8 in 10 saying it’s time to make a mark on the world. A similar
proportion believe their country can effect global change.
Russian Millennials stand out for their below-average enthusiasm over their
people and nation making a global impact. Much of this can be attributed
to the nation’s current position in comparison with its Soviet past. Although
too young to remember firsthand, Millennials can see the pride, patriotism
and nationalism their nation once had from Soviet-era films and hear about
it from older generations. All cultural icons of national pride are linked
with the past—scientific advancement, the space program, military forces
and so on—while the prevailing attitude is that there’s not much to be
proud of in present-day Russia. Case in point: the 2014 Winter Olympics in
Sochi, which have devolved from a symbol of the rebirth of national pride
to yet another example of corruption and scandal.

88

37
BRIC NATIONAL PRIDE
APPENDIX: ADDITIONAL CHARTS
FIGURE 2D:

National pride
Percentage of BRIC Millennials who agree
Brazil

Russia

India

90

It’s my
generation’s
responsibility
to shape the
future of my
country

My generation
has the power
to transform
life in my
country

China

83
87

This generation of young people feels invested in shaping
their nations’ futures—and believe they have the power to shake things up.
This is especially true for Brazilians. Russians, by contrast, feel somewhat
less empowered to transform life in their homeland, largely because of the
state’s heavy-handed influence and a dearth of ways to influence social and
political life in the country.

86%

87
89
69
87

80%

76

38
TRADITION VS. MODERNIZATION

Image credit: Safoora K Ali

39
‘I’LL NEVER BE LIKE MY PARENTS’
APPENDIX: ADDITIONAL CHARTS
FIGURE 3A:

Forging a new life path
How BRIC Millennials rank the direction of their life path in comparison to their parents
Brazil

Russia

India

China

50%

40%

30%

20%

10%

0%

1
My life path will be
very similar to that
of my parents’

2

3

4

5
My life path will be
very different from
that of my parents’

40
‘I’LL NEVER BE LIKE MY PARENTS’ (cont’d.)
While many young people imagine forging a different path than their parents followed, BRIC Millennials are
seeing many long-standing cultural norms get upended as their markets develop. Some even have difficulty seeing their
parents as role models. So it’s not surprising that they tend to envision their own lives being quite different from that of
their parents.
Millennials in China and Brazil are feeling the cultural shift most acutely. Thanks largely to economic reforms that got
under way when the oldest Millennials were born, this generation has grown up in a very different China. In Brazil, rapid
economic growth, lower inflation and an optimistic outlook play a big role in the professional and personal life choices that
young people may consider.
Indian Millennials, on the other hand, are least likely to expect that their lives will be drastically different from those of
the previous generation. While young Indians are embracing the prosperity ushered in by globalization, they tend to fit the
changes that growth has brought into existing social structures and norms.

41
NO NOSTALGIA FOR BRAZILIANS
APPENDIX: ADDITIONAL CHARTS
FIGURE 3B:

Life seems less complicated today
Percentage of Brazilian Millennials who say each factor is less complicated today than it was 50 years ago minus the
percentage who say it is more complicated

30%

29%

28%

26%

23%

22%

20%

8%

10%

8%

6%

0%

-3%

-10%

-4%

-6%

Choosing
where
to live

Choosing
the role you
play in your
family

Choosing
when to
have kids

-20%
-30%
-40%

Choosing
which
university
to attend

Choosing
whom to
date

Choosing
what to
study at
university

Choosing
your lifestyle

This was more complicated in the 1960s

Choosing
whom to
marry

Choosing
your social
circle

Choosing
when to get
married

Choosing
your
profession

This was less complicated in the 1960s

42
NOSTALGIA ADDITIONAL CHARTS
APPENDIX:FOR A LESS COMPLICATED LIFE
FIGURE 3C:

Life seems more complex today
Percentage of Russian Millennials who say each factor is less complicated today than it was 50 years ago minus the
percentage who say it is more complicated

30%

25%

20%

22%
12%

10%
0%

-3%

-10%

-4%

-4%

-6%

-8%

-20%

-14%
-23%

-30%
-40%

-37%
Choosing
whom to
date

Choosing
Choosing
your lifestyle when to get
married

Choosing
your social
circle

This was more complicated in the 1960s

Choosing
what to
study at
university

Choosing
when to
have kids

Choosing
the role you
play in your
family

Choosing
whom to
marry

Choosing
where
to live

Choosing
which
university
to attend

Choosing
your
profession

This was less complicated in the 1960s

43
NOSTALGIA ADDITIONAL CHARTS
APPENDIX:FOR A LESS COMPLICATED LIFE (cont’d.)
FIGURE 3D:

Life seems more complex today
Percentage of Indian Millennials who say each factor is less complicated today than it was 50 years ago minus the
percentage who say it is more complicated

30%
20%
10%

4%

0%

-2%

-10%

-13%

-20%

-14%

-14%

-16%

-16%

-17%

-19%

-20%

Choosing
when to
have kids

Choosing
which
university
to attend

-30%

-24%

-40%

Choosing
whom to
date

Choosing
whom to
marry

Choosing
Choosing
when to get your lifestyle
married

This was more complicated in the 1960s

Choosing
what to
study at
university

Choosing
your social
circle

Choosing
your
profession

Choosing
the role you
play in your
family

Choosing
where
to live

This was less complicated in the 1960s

44
NOSTALGIA ADDITIONAL CHARTS
APPENDIX:FOR A LESS COMPLICATED LIFE (cont’d.)
FIGURE 3E:

Life seems more complex today
Percentage of Chinese Millennials who say each factor is less complicated today than it was 50 years ago minus the
percentage who say it is more complicated

30%
20%

12%

10%

7%

4%

0%

-2%

-10%

-3%

-4%

-7%

-10%

-20%

-13%

-18%

-30%

-22%

-40%

Choosing
when to
have kids

Choosing
when to get
married

Choosing
your
profession

This was more complicated in the 1960s

Choosing
whom to
marry

Choosing
your social
circle

Choosing
what to
study at
university

Choosing
your lifestyle

Choosing
where
to live

Choosing
the role you
play in your
family

Choosing
which
university
to attend

Choosing
whom to
date

This was less complicated in the 1960s

45
NOSTALGIA FOR A LESS COMPLICATED LIFE (cont’d.)
Navigating emerging social and cultural norms and a new array of life choices is confusing and stressful
for Millennials in Russia, India and China. While this generation is reaping the benefit of new opportunities and rising
acceptance of nontraditional lifestyles, the downside is greater pressure to succeed and a fear of making the wrong
choices. They see many life choices (choosing what to study and where, choosing where to live, etc.) as being more
complicated today than they were in the 1960s.
Notably, decisions around dating and marriage are seen as easier today, but some aspects remain complex for Millennials:
choosing whom to date, in China; whom to marry, in Russia; and when to marry, in India.
The overall exception here is Brazil, where Millennials believe that many major life choices are easier to make today than
they were 50-some years ago. The only ones that seem harder today are choosing where to live, what role to play in your
family and when to have kids.

46
TRADITIONS ENDURE FOR CHARTS
APPENDIX: ADDITIONAL MOST
FIGURE 3F:

Holding on to tradition
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

79

71

84

I’m proud of my
national traditions
and customs

87

85%

88

Traditions hold
society together

88

75

69
89

It’s important I
hold on to my
family traditions

86

84%

91

Today there are lots
of moral questions
that never would
have come up in
the past

79
75

82%

83
91

81%

86

I worry that
aspects of our
culture and
traditions are
getting lost
as the world
becomes more
interconnected

My generation
cares a lot
about preserving
our culture’s
traditions

74
83
75

75%

66
51
43
71

59%

69

47
TRADITIONS ENDURE FOR MOST (cont’d.)
Even while modern life has changed so substantially in just a few decades—or perhaps because it’s shifted so
quickly—Millennials are strongly invested in preserving their national customs, as well as their family’s traditions.
In China, family has always had a primary place in society, and this still rings true: 9 in 10 Chinese Millennials feel that
holding on to family traditions is important. Russian and Indian Millennials are most apt to believe that traditions hold
society together. Fewer than half of Russians, however, say their generation cares a lot about preserving traditions, and
they are most apt to worry that traditions are getting lost in a globalized world. Russians understand that it’s impossible to
reap all the benefits of modernization without sacrificing some traditions—as a result, they’re questioning how to keep the
traditional way of life alive.
Across the board, Brazilian Millennials rate below average in their enthusiasm for tradition. Many in Brazil define tradition via
their nuclear families. And in this very heterogeneous nation, culture is constantly evolving thanks to an openness to blending
new elements into existing customs and traditions.

48
TRADITIONS ENDURE FOR MOST (cont’d.)
CASE STUDY: METERSBONWE, NATIONAL PRODUCT

A mixed-media spot from Chinese apparel retailer Metersbonwe encourages youth to embrace both the nation’s traditional
products and goods representative of the modern era. The commercial takes viewers for a ride in China’s iconic Red Flag
limo along a timeline of famous products that have come out of China over the past century, reminding young consumers
that the nation continues to create new emblematic products. The spot goes on to show some traditional Chinese figures
remixed with modern culture on T-shirts, in video games and so on. China’s youth are encouraged to “Walk a different
path” and “Copy the glory of the nation.”

Image credits: Metersbonwe

49
TRADITIONS WORTH SAVING
APPENDIX: ADDITIONAL CHARTS
FIGURE 3G:

I’ll never let go…
Percentage of BRIC Millennials who would want to keep each of the following
aspects of tradition despite globalization
Brazil

Russia

India

China

69

43
86

Language

72

77%

71

Religious
observations/
celebrations

83

64

58

48
78

Recipes

69%

58

47

Dance

47

59

56
70

44

61%

45

Sport

43

60
59
61
62

47%

46

73

Songs/music

49%

55

83

Stories/
folklore

61%

64

34

61%

Dress

36
62

47%

52

50
TRADITIONS WORTH SAVING (cont’d.)
When it comes to specific aspects of culture and tradition that Millennials are concerned about preserving
in the face of globalization, the basics of language and food are closest to the heart, especially among Chinese and
Russian respondents.
Indians stand out for their interest in preserving traditional dress. Russians vow to remain faithful to their religious
observations and celebrations. And not surprisingly, Brazilians stand out for dedication to their national sport, with
our planners making the argument that football is one of the few touchstones that unify all Brazilians. Indeed, among
Brazilians and Indians, regional traditions are generally more important than national ones.

51
TRADITIONS WORTH SAVING (cont’d.)
CASE STUDY: MOHAN MUSIC PALACE, HARMONIUM LOVE BANNER

In India, there’s a drive to maintain traditional values and customs as the nation becomes more globalized and adopts new
practices—for instance, some youth have been learning to play Western instruments like the keyboard and guitar. Mohan
Music Palace, a 70-year-old shop in New Delhi, sought to bring the joy of the traditional Indian harmonium into a modern
context. A Web banner application turned any laptop into a harmonium via keyboard strokes and moving the screen. The
initiative managed to use modern technology to reinforce the importance of maintaining tradition.

Image credits: Mohan Music Palace

52
BECAUSE SOCIETY SAYS NO
APPENDIX: ADDITIONAL CHARTS
FIGURE 3H:

Cultural taboos
Percentage of BRIC Millennials who believe society considers each of the following very or somewhat taboo
Russia

Brazil

India

China

67

35
88

Taking drugs

78%

69

28
59

Swearing

50

90

17
63

80
65

65%

Public displays
of affluence

39

36

45%

53

Wearing revealing
clothing

58

43

25
64

62%

64
74

42%

38

31
64

42%

59

31

49

Gambling

Living with your
partner out
of wedlock

58

63
Homosexuality

50%

44
49

Smoking
cigarettes

54
41

44%

Tattoos

36
49

41%

35

CHART CONTINUES

53
BECAUSE SOCIETY SAYS NO (cont’d.)
APPENDIX: ADDITIONAL CHARTS
FIGURE 3H

(cont’d.):

Cultural taboos
Percentage of BRIC Millennials who believe society considers each of the following very or somewhat taboo
Russia

Brazil

India

China

27

29
48

Drinking alcohol

39%

56

24

Marrying
outside
your race

21

53

A woman working
outside the home

11
34

37%

65

Marrying outside
your social class

31

15

13
49

29%

A woman
attending school

14

29

11
34

61

37%

16

A woman living
on her own

17

13
44
10

17%

7
24

36

19%

8
39

20

Public displays of
affection

30%

11

28
Sex before marriage

20

24%

A woman using
the Internet

7
34

17%

8

41
34

Piercings

50

36%

15

54
BECAUSE SOCIETY SAYS NO (cont’d.)
As cultures become more globalized, many longstanding social taboos are starting to weaken, but in some
markets they persevere among a majority of people.
Indians have many taboos around dating and sex, with clear majorities saying society considers it taboo to live with
a partner out of wedlock, to engage in premarital sex and even to publicly display affection, all well above the BRIC
average. Modesty also remains important, more so than in the other countries surveyed, with 64% of Indian Millennials
saying it is taboo to wear revealing clothing. Given the importance of family among this cohort, it’s those taboos that don’t
impact parents or the family structure that are most likely to fade away.
In China and Russia, taking drugs is very much taboo.
Homosexuality is still quite taboo in Russia, as recent demonstrations and global headlines have spotlighted. Although
homosexuality was decriminalized in 1993, the government’s current campaign for “traditional family values” has spurred
legislation that bans “propaganda” on nontraditional sexual relationships. This is “widely understood as an effort to
suppress homosexuality and Russia’s fledgling gay rights movement,” as The New York Times reports. While urban centers
are more tolerant and generally feature a visible LGBT nightlife scene, “Russia remains a country where discrimination and
even violence against gay people are widely tolerated.” By contrast, the taboo has weakened considerably in China.
Across the board, Brazilians seem to have few strict taboos.

55
LIVING IN AN INTERCONNECTED WORLD
APPENDIX: ADDITIONAL CHARTS
FIGURE 3I:

Benefits of globalization
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

64

65
77

People are more alike
around the world than
they are different

75

72%

I see myself as a
global citizen first
and a citizen of my
homeland second

47
69

73

51

74
I appreciate the
influence of other
cultures on my
country’s way of life

53

50
81

70%

76
I feel I have more
in common with
young people in
other countries
than I do with older
people from my own
country

58%

I have friends from
all over the world

41
64

52%

51

56
38
68

59%

74

56
LIVING IN AN INTERCONNECTED WORLD (cont’d.)
Having grown up in an interconnected world, BRIC Millennials feel connected to cultures around the globe.
More than 7 in 10 agree that “People around the world are more alike than different,” while 6 in 10 say they have more
in common with young people in other countries than older people at home. This feeling of connection is more than
theoretical: Half our respondents (and as many as 64% of Indian Millennials) say they have friends from all over the world.
As the BRICs play a larger role on the world stage, the influence of outside cultures becomes stronger at home—a trend
that most Millennials embrace. Seven in 10 said they appreciate the influence of other cultures on their country’s way
of life. Connecting with other cultures, however, doesn’t necessarily translate to a weakening of national identity. While
around two-thirds of Indians and Brazilians say they see themselves as global citizens first and citizens of their homeland
second, only about half of Chinese and Russian youth concur.
Lacking a well-established pattern of studying, traveling and working abroad, Russians are the least connected to outside
cultures. They are less likely than the other Millennials surveyed to have friends around the world and much less apt to
feel significant commonalities with young people beyond their borders. They’re also much less enthusiastic about the
influence of other cultures on their way of life. There is much discussion in Russia today regarding global influences on
local culture.

57
STRESS AND URBANIZATION

Image credit: Eric.Parker

58
LIVING A STRESSFUL LIFE
APPENDIX: ADDITIONAL CHARTS
FIGURE 4A:

Stress factors
Factors that contribute to stress among BRIC Millennials
Brazil

Russia

India

China

85
84

My finances

78

71

81%

Pollution

63
75

77

81
78

79%

76

My family’s
job security

69

78

76%

77
76

71
69

71%

Difficulty
achieving
a work-life
balance

62

72

70%

70

Family life

69%

70
65

70
The current state
of the economy

69%

71

70

66

74%

69%

72

69

Crime in my
community

70
72

72

74

75

My job

60

68

74
77

Traffic

71

76

Making the right
life decisions

72%

80

82
Cost of living

74

60
73
75

57

69%

Food safety

66

68%

70
79

CHART CONTINUES

59
LIVING A STRESSFUL LIFE CHARTS
APPENDIX: ADDITIONAL(cont’d.)
FIGURE 4A (cont’d.):

Stress factors
Factors that contribute to stress among BRIC Millennials
Brazil

Russia

India

China

73
The highly
competitive
job market

51
77

61

68%

57
70

My current
job security

67

73

72

68%

58

My country’s
political situation

70

61
73

67%

58

Romantic
relationships

71
65

63

52%

45
Retirement

39
53

46%

48

58

71
58

53

The threat of
terrorism

53

59%

56

72

Noise

66%

65

62
Diet and health

37

64

67

54%

54
55

74

64

52

Nonromantic
relationships

71

66
Social life

67%

51

67%

Climate change

45
67

58%

67

60
LIVING A STRESSFUL LIFE (cont’d.)
Life is getting more stressful for Millennials, in line with one of our 10 Trends for 2013, the Super Stress Era:
53% say their stress level has increased over the past year. A wide range of factors is driving this stress, with economic
concerns the most prominent. Indeed, even retirement—normally a worry that’s not pressing among young adults—was
cited as a stress factor by close to half of Millennials (46%). Eight in 10 said their finances and the cost of living contribute
to stress in their lives, and 7 in 10 are stressed about their family’s job security and the state of the economy.
The highly competitive job market worries Millennials in Brazil, India and China, with more than 7 in 10 citing it as a stress
factor, compared with half of Russians. One driver in China is the increase in college graduates, which is outpacing the rise
in professional jobs. While a degree is becoming a prerequisite for a wide range of jobs, it’s no longer the differentiator it
was just a few years ago. In India, many graduates are lacking the professional skills to be hired.
Chinese Millennials stand out when it comes to concerns about pollution (80% cite it as a stress factor) and food safety
(79%). With near-daily reports of food scandals and frequent stories about worsening pollution, Chinese Millennials feel
both alarmed and powerless to change the situation.
Chinese and Indian Millennials are notably concerned about climate change (67%). By contrast, Russians are more focused
on factors that impact them personally on a day-to-day basis—job security, personal finances—while more abstract or longterm concerns, such as pollution, climate change and even political and economic issues, fall lower on the radar.

61
LIVING A STRESSFUL LIFE (cont’d.)
CASE STUDY: DONSTROY, “LUCKYLIKE”

With apartments in Moscow among the most expensive in the world, the cost of living is one of the biggest stressors for
Russian Millennials. And not surprisingly, real estate companies are increasingly unpopular. Real estate developer Donstroy
tapped into these frustrations by creating a contest to win a free apartment in Moscow. A website, Luckylike, showed
windows of 1 million virtual apartments; the winning apartment was hidden behind one of them. Players could click on a
window, then make a “lucky like” via Facebook to enter. Each “like” carried a unique message about Donstroy in the news
feed, and inviting friends to play granted participants additional attempts. The campaign earned the company about a
million social media mentions.

Image credits: Donstroy

62
LIVING A STRESSFUL LIFE (cont’d.)
CASE STUDY: FORD, ECOSPORT

Ford’s EcoSport adopted a straightforward approach to openly address Chinese Millennials’ social and economic anxieties.
In an online video, a young man talks honestly about his pressure from family and work, and his anxiety over being “short
of money.” He mocks the aspirational attitude of most youth brands, stating simply that his “dream” car is one that
balances the expectations of his parents, girlfriend and boss, on a budget. Rather than promising a far-fetched dream, a
common approach in China’s car market, the campaign acknowledges the target consumer’s imperfect reality and positions
the small SUV as a pragmatic solution.

Image credits: Ford

63
LIVING A STRESSFUL LIFE (cont’d.)
CASE STUDY: KUONI, “PAPER PLANE”

Indian travel agency Kuoni addresses Millennials’ concern about achieving work-life balance in a competitive job market
with a TV spot that shows an excited boy preparing for a holiday. He looks over photos from previous trips, packs his
suitcase, poses in the mirror with aviator sunglasses and a scarf, and so on. The next morning, he runs into what looks to
be his parents’ office, but viewers soon learn the boy is actually an adult employee—the happy kid we saw was his inner
child. His boss says an important meeting may take place soon and asks if the guy has to take his holiday now. The man
stands firm, responding, “Yes, sir, I have to.” On-screen text reads, “Don’t let your holiday spirit die.”

Image credits: Kuoni

64
LIVING A STRESSFUL LIFE (cont’d.)
CASE STUDY: CAFÉ COFFEE DAY, “SIT DOWN”

Responding to the highly stressed lives of its Millennial customers, India’s largest café chain, Café Coffee Day, launched a
campaign based around its role as a youth hangout spot. The message was simple: “Sit down.” People were encouraged to
take their time, connect face-to-face with friends and also share those experiences online. The chain was positioned as a
place where great things happen because customers can sit and relax.

Image credits: Café Coffee Day

65
THE DOUBLE-EDGED SWORD OF THE
APPENDIX: ADDITIONAL CHARTS CITY
FIGURE 4B:

FIGURE 4C:

The perks of living in a city

The ills of urbanization

Percentage of BRIC Millennials who agree

Percentage of BRIC Millennials who agree

Brazil

Russia

India

China

Brazil

Russia

India

88
91

Life in cities
offers much
more opportunity

88

73

90%

Life was easier
when people lived
in smaller towns
all together

71

85

83

79

86
87

87%

84

Life seems
unhealthy
in cities

77

90

81
91
80

76%

65
68

85
I like the
freedom that
comes with
living in the city

77%

80

92

Living in a city
vastly expanded my
worldview

China

85%

Urbanization has
had a negative
impact on family
relationships

57
72

63%

52

66
THE DOUBLE-EDGED SWORD OF THE CITY (cont’d.)
A key consequence of the booming growth that BRIC markets have experienced is rapid urbanization and the
expansion of cities. Millennials see both the pros and the cons of city life.
On the positive side, wide majorities say they like the freedom that comes with city living (especially Indians), believe that
city living has vastly expanded their worldview, and generally regard cities as centers of opportunity. In India, migrating to
cities is an aspiration for young people and seen as the means to upward mobility.
On the negative side, more than three-quarters of Millennials believe life was easier in small towns when families lived
together and feel that city living seems unhealthy. Some 63% also acknowledge that urbanization has had a negative impact
on family relationships, a downside that resonates most among Indians. In China, where cities are regarded as laden with
opportunity, migrants from small towns face social pressure to succeed from those back home—and Chinese respondents
rank above average in saying that life was easier when people lived in smaller towns.
A resourceful cohort, Millennials frequently take it upon themselves to improve urban life. In Rio de Janeiro and São Paulo,
for example, young Brazilians are spearheading vertical gardening projects to help reduce noise, curb global warming and
even grow food.

67
THE DOUBLE-EDGED SWORD OF THE CITY (cont’d.)
CASE STUDY: CREDITEASE, “BELIEVE IN YOURSELF, BELIEVE IN LOVE”

In a spot for CreditEase, a young couple arrives at his parents’ rural home for Chinese New Year. The elderly mother dotes
on her daughter-in-law, making sure she’s warm when the power goes out, giving her meat from her own plate and bonding
over a heart-to-heart conversation. The son says they won’t be able to visit again for Chinese New Year because he has
to work overtime in the city. When the spot flashes forward to the next celebration, with the families eating in their
respective homes, viewers can’t help but feel sad that the two generations aren’t together. But the daughter-in-law pulls
out a booklet outlining CreditEase’s services and suggests they can buy a bigger home that will accommodate the parents.
The spot concludes with the line, “Managing your finances and your happiness comes naturally.”

Image credits: CreditEase

68
THE DOUBLE-EDGED SWORD OF THE CITY (cont’d.)
CASE STUDY: THE NORTH FACE, “GO WILD”

For white-collar workers in Chinese megacities, the drive to succeed has led to intense pressure, long working hours and
the type of sedentary day jobs that can be spiritually suffocating. A campaign from outdoor brand The North Face urged
people to escape to nature—if only for a weekend.
Set to racing drums, a humorous manifesto spot includes scenes of a man smashing an alarm clock and an office worker
shoving files into the arms of a colleague before strolling out. As the commercial spotlights various urban stressors, the
drums and voiceover climb to a crescendo; then, finally, a cut to scenes of nature and the sound of a deep exhale. “Your
life deserves another possibility,” the voiceover says. “To discover. To release. To gain. Go wild.”

Image credits: The North Face

69
CHANGING GENDER ROLES

Image credit: Lokibaho

70
GENDER EQUALITY WITHIN REACH
APPENDIX: ADDITIONAL CHARTS
FIGURE 5A:

FIGURE 5B:

Gender equality at work and at home

Gender equality at work and at home

Percentage of Brazilian Millennials who agree

Percentage of Russian Millennials who agree

Male

Female

Male

A woman has the right
to choose whether she
wants to be a housewife
or have a career

87

I don’t see anything
wrong with women
working outside the
home full time

86

I don’t see anything wrong
with men taking on jobs
that were once dominated
by women or vice versa

84

I think men and
women are treated
equally in the
workplace

97

93

94

My significant other
and I split household
chores evenly

65
89
89
77
72

A woman has the right
to choose whether she
wants to be a housewife
or have a career

90
92

I don’t see anything
wrong with women
working outside the
home full time
I don’t see anything wrong
with men taking on jobs
that were once dominated
by women or vice versa

84
87
72
82

I think men and
women are treated
equally in the
workplace

71

Men and women are
pretty equal today; in
general, no one has it
better than the other

Female

85
88

Men and women are
pretty equal today; in
general, no one has it
better than the other
My significant other
and I split household
chores evenly

87
82
80
69

71
GENDER EQUALITY WITHIN REACH
APPENDIX: ADDITIONAL CHARTS(cont’d.)
FIGURE 5C:

FIGURE 5D:

Gender equality at work and at home

Gender equality at work and at home

Percentage of Indian Millennials who agree

Percentage of Chinese Millennials who agree

Male

Female

Male

A woman has the right
to choose whether she
wants to be a housewife
or have a career

87
87

I don’t see anything
wrong with women
working outside the
home full time

85
88

I don’t see anything wrong
with men taking on jobs
that were once dominated
by women or vice versa
I think men and
women are treated
equally in the
workplace
Men and women are
pretty equal today; in
general, no one has it
better than the other
My significant other
and I split household
chores evenly

88
86

A woman has the right
to choose whether she
wants to be a housewife
or have a career

93

I don’t see anything
wrong with women
working outside the
home full time

91

74
88
86
82
80

96

97

I don’t see anything wrong
with men taking on jobs
that were once dominated
by women or vice versa
I think men and
women are treated
equally in the
workplace

77

Female

Men and women are
pretty equal today; in
general, no one has it
better than the other
My significant other
and I split household
chores evenly

88
95
72
54
85
83
86
91

72
GENDER EQUALITY WITHIN REACH (cont’d.)
A wide majority (86%) of BRIC Millennials believe men and women are basically equal today and that, in general,
neither has it better than the other. And men and women are on par when it comes to managing household responsibilities, with
8 in 10 saying they split chores evenly with their significant other. Still, there is some disconnect between the sexes, especially
in regard to workplace equality.
Across all four markets, 76% of Millennial men vs. 70% of women believe the genders are treated equally in the workplace.
There’s a similar gender gap when it comes to support for women working full-time outside the home, with 87% of Millennial
men and 92% of Millennial women finding it acceptable. While 9 in 10 Millennial women don’t see anything wrong with men
taking on jobs once dominated by women or vice versa, fewer men (83%) feel the same
In China, where a low 54% of Millennial women believe women and men get equal treatment at work, the conversation has
centered around the glass ceiling and the hurdles women face in getting to the top.
In Brazil, workplace rights for women were only added to the constitution in 1988; today, some 65% of women feel that there’s
workplace equality. A high of 97% of Brazilian women say a woman has the right to choose between being a housewife or a
career woman. Millennials in Brazil saw their mothers grappling with the choice, in a culture that had a cavalier attitude toward
sexual harassment. Today, the conversation around gender equality is front and center and entering into law.
In Russia, there’s an 11-point gap between men who believe they split household chores evenly with their partner (80%) and
women who believe this (69%). Russian men are the least likely to accept the idea of men doing traditionally female work and
vice versa (72%). Russia—as well as the other markets surveyed—has long had a patriarchal culture. For decades, Russian women
had many more household responsibilities than men, although it’s commonplace for Russian women to work outside the home.
While working women have been making strides in gaining equal rights and opportunities in a number of industries, and the
gender gap has been narrowing, Russia lacks a strong cultural or political drive to promote gender equality and other human
rights issues.

73
GENDER EQUALITY WITHIN REACH (cont’d.)
CASE STUDY: TATA TEA, “SMALL BEGINNING”

In India, a spot for Tata Tea takes the stance of not just putting women on par with men but ahead. Bollywood icon Shah
Rukh Khan walks the walk by pledging to feature female co-stars ahead of his name in the title credits. Khan is seen
being interviewed by a young journalist, telling her women shouldn’t be equal to men—rather, they should be ahead in
every field, mentioning education, medicine, politics, engineering and media. The journalist counters that male film stars
are always billed before female counterparts. Khan calls for a retake of the shot and announces that from now on, he’ll
get second billing to his female stars. A voiceover says, “For a big change, everyone must make a small start,” and Khan
concludes, “We have more to do. Ahead.”

Image credits: Tata Tea

74
CHANGING GENDER ROLES
Globally, gender is becoming more fluid as women rise in the workplace and men get more involved at home—a
trend that looks familiar to BRIC Millennials. Close to 9 in 10 say gender is more flexible than it has been in the past and believe
that gender doesn’t define a person as much as it used to.
FIGURE 5E:

Gender redefined
Percentage of BRIC Millennials who agree
Male

Female

BRAZIL

INDIA

Gender is more
flexible than it has
been in the past

85

Gender doesn’t
define a person as
much as it used to

86

88

92

RUSSIA

87

Gender doesn’t
define a person as
much as it used to

87

88

85

CHINA
86

Gender is more
flexible than it has
been in the past

Gender doesn’t
define a person as
much as it used to

Gender is more
flexible than it has
been in the past

92
79
84

Gender is more
flexible than it has
been in the past

85

Gender doesn’t
define a person as
much as it used to

86

92

93

75
CHANGING GENDER ROLES (cont’d.)
CASE STUDY: HERO MOTOCORP “WHY SHOULD BOYS HAVE ALL THE FUN?”
,

Many Indian Millennials—both male and female—have embraced gender equality. But most Indian families still believe
young women are better off at home after sunset, in part because of the assumption that they’re not safe. Hero MotoCorp
aimed to break down this notion with advertising for its female-targeted scooter brand Pleasure.
A TV commercial opens with a free-spirited, confident young woman about to take off on her bike at night when her
young male neighbor says her father won’t be happy seeing her step out so late. She dismisses him and is soon joined
by friends on their bikes. The spot ends with her dancing at a party along with her father and the line, “Why should
boys have all the fun?” Hero MotoCorp taps into a relevant social issue that hampers women but without hurting the
sentiments of the older generation.

Image credits: Hero MotoCorp

76
RELATIONSHIPS, RELIGION AND SOCIETY

Image credit: adl21

77
EXTENDING ADDITIONAL YEARS
APPENDIX: THEIR SINGLE CHARTS
FIGURE 6A:

Marriage Optional?
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

79
Marriage should
be celebrated; it’s
still an important
societal institution

80

83%

83
90
76
72

I’m in no rush to
get married

75%

73
77

My parents were
married by the time
they were my age
and expect me to
get married soon

51
76
67

63%

64
61

I’m comfortable
with the idea
of not getting
married

66
58
46

58%

55

I feel my
biological clock
ticking, but I’m
not ready to
settle down and
get hitched*

41
63

I think it’s
preferable to be
in a long-term,
committed
relationship
without being
married

56%

40
49

59

57
53

33

56%

38

Marriage is an
antiquated
institution

53

62

41%

27

44

36

35
65

47%

36

There are no
good men out
there to marry*

42

48

38%

30
54

37
53
29

42%

37

63

There is no real
difference between
being in a longterm, committed
relationship and
being married

Getting married
prevents people
from living the
life they want
to live

40
I would be
willing to pursue
parenthood
without a spouse

39

44%

35

There are no
good women out
there to marry**

47

38%

28

*Asked only of women
**Asked only of men

78
EXTENDING THEIR SINGLE YEARS (cont’d.)
While marriage is still valued among many young people in the BRIC markets, this cohort doesn’t necessarily
see it as essential, especially in the near future. Almost 6 in 10 are comfortable with the idea of not getting married, and 56%
believe there’s no real difference between a long-term, committed relationship and marriage. More than 4 in 10 are open to
pursuing parenthood without a spouse. And as many as three-quarters say they’re in no rush to tie the knot.
Millennial men across all markets are especially tepid on marriage. In some instances, there’s a substantial gap in mindset
between the genders: For instance, 50% of the men surveyed believe a long-term, committed relationship is preferable to
marriage, compared with 38% of women. (See Appendix, Figures 6F-I.)
With many Millennials extending their single years, there’s evidence of generational conflict—63% of Millennials say they’re at an
age when their parents were already married, and they’re expected to get married soon. More than three-quarters of Russian
Millennials agreed with this statement.
Although Millennials aren’t making marriage a top priority, only a minority (4 in 10) believe marriage is an antiquated concept.
And 83% say it should be celebrated as an important social institution. This is especially true among Chinese Millennials (90%). In
India, marriage is big and fashionable, and most Millennials look forward to this hallmark—at the same time, however, a majority
say marriage is an antiquated institution and feel reluctant to give up their individual pursuits for new responsibilities (almost
two-thirds believe marriage prevents people from living the life they want to live).

79
FRIENDS AS ADDITIONAL CHARTS
APPENDIX: FAMILY
FIGURE 6B:

Relationships with friends
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

76

My generation has a
closer relationship
with friends
than my parents’
generation

47
82

67%

63
46
49

My friends are
my main support
system

70

With young people moving to cities and living
together on their own, and as nuclear families become less
close knit, friends are the new family. Many Millennials believe
they have a closer relationship with friends than their parents’
generation (67% say as much), especially in Brazil and India.
Similarly, Brazilian and Indian youth are far more likely than
Russian and Chinese Millennials to say their friends have become
a surrogate family. Indian Millennials are the most likely to see
their friends as their main support system (70%, compared with
an overall average of 57%).

57%

59
64
32

My friends have
become a surrogate
family for me

65

46%

21

80
RELIGION AND YOUNG PEOPLE
APPENDIX: ADDITIONAL CHARTS
FIGURE 6C:

Religion today
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

67

56
79

I would say I am
more “spiritual”
than religious

77

77%

70

I believe in religion
but I do not
actively practice

71

83

47

63

48
78

I practice the
same religion
as my family

83

68%

51

I don’t really
practice any
specific religion

66
52

73
53
82

67%

Religious ideologies
have done the
world more harm
than good

52
65

52%

36

57
57
I think religion has
lost its relevance
today

54%

52

45

I value religion for
its ability to build
community

62%

41

56
71
77

65%

I’ve converted to a
different religion

14
37

31%

34

81
RELIGION AND YOUNG PEOPLE (cont’d.)
Of all the BRIC markets, Indian Millennials are the most religious. Religion remains a key part of the Indian
identity, helping to define who these young people are and dictating whom they will marry. While 7 in 10 claim they don’t
actively practice a religion, most young Indians carry the same faith as their parents (83%, notably higher than the overall
average of 68%). Indians are also the most likely to value religion for its ability to build community (82% vs. an overall average
of 67%).
Conversely, Chinese Millennials are the most likely to say they don’t really practice any specific religion (66% compared with
an overall average of 54%) and to identify as “spiritual” more than religious (83% vs. an overall average of 77%).
In Russia, where the government promotes and defends its ideas via the Russian Orthodox Church, Millennials mostly
demonstrate independent views.

82
RACE RELATIONS
APPENDIX: ADDITIONAL CHARTS
FIGURE 6D:

A raceless generation
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

90
My generation is
accepting of people
from different
racial backgrounds

81
84

86

86%

64

I would date
outside my race

74%

69

90

77

88
I think race
matters much
less now than it
did in the past

74

88

82%

81

I would marry
outside my race

56

86

I wish I had more
friends who have
different racial
backgrounds
than me

74%

67
70

86
69

89

81%

78
91

I have friends who
have different
racial backgrounds
than me

55
81

72%

65

84
I view race
differently than
my parents’
generation does

65
80

76%

76

83
RACE RELATIONS (cont’d.)
BRIC Millennials regard their generation as one that’s accepting of racial differences, setting themselves apart
from their parents on this issue. For this cohort, race seems to matter significantly less than it did in the past.
Seven in 10 Millennials report having friends of different racial backgrounds, and a higher percentage (81%) say they wish they
had more racially diverse friends. Beyond friendship, three-quarters would date or marry outside their race. Millennials in Brazil,
the most racially mixed country in the BRIC group, are most open to interracial relationships.
In India, where caste is the chief social differentiator, social acceptance of inter-caste marriage is slowly rising.

84
LGBT ISSUES
APPENDIX: ADDITIONAL CHARTS
FIGURE 6E:

Lesbian, gay, bisexual and transgender issues
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

91
People are
exploring their
sexuality more
than in the past

87
80

82

85%

44

I know people
who are openly
gay/lesbian

83

39

70
59

Being gay/lesbian
isn’t really a
big deal anymore

63

62%

60

53%

48

58

I’m comfortable
with the idea of
homosexuality

36

52%

50
59

64
I think same sex
couples have the
right to be married

32

54%

55
67

85
LGBT ISSUES (cont’d.)
When it comes to homosexuality, Brazilian Millennials are the most open and accepting: 70% feel that being
gay or lesbian isn’t really a big deal anymore compared with the overall average of 62%. And while just over half of all BRIC
Millennials report feeling comfortable with the idea of homosexuality, 63% of Brazilians say they are comfortable with it.
Familiarity helps to breed comfort: Brazilians are much more likely to know openly gay or lesbian people: 82% compared with an
overall average of 53%.
When it comes to same-sex marriage, Millennials in Brazil (where gay marriage is legal) and China are most supportive. Indeed,
these cohorts are both twice as likely to support gay marriage as Russians, with only 32% of this cohort in favor of the idea. (For
more on the topic of homosexuality in Russia, see page 55.)

86
LGBT ISSUES (cont’d.)
CASE STUDY: FASTRACK, “THE CLOSET”

In our survey, slightly fewer than half of young Indians said they know people who are openly gay or lesbian. Most of
India’s gay community is too scared to come out of the closet—homosexual intercourse was considered a criminal offense
as recently as 2009, and the subject itself is taboo in Indian society. But attitudes are changing, with more depictions of
homosexuality in both movies and media. Youth watches and accessories brand Fastrack urges its Millennial consumers to
“come out of the closet” with a suggestive commercial that shows a young woman emerging from one side of a hot pink
wardrobe, followed by a second woman exiting from the other door. The brand gives a push to this generation to stop
accepting societal shackles and display their individuality with pride.

Image credits: Fastrack

87
SOCIAL GOOD

Image credit: binabina

88
HEAL THE WORLD
APPENDIX: ADDITIONAL CHARTS
FIGURE 7A:

For the greater good
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

90
It’s important to
leave a legacy of
goodwill

90
82

88%

91

I feel it’s my
responsibility
to make the
world a better
place for future
generations

88
82
84

86%

89

My generation
tends to care more
about improving the
world than other
generations

People my age are
thinking less about
“me” and more
about what “we”
can do together to
address global issues

75
40

69%

80
83
58
50

68%

73
90

90
There’s a need
to balance out
inequalities around
the world

81
83

84%

84

89
HEAL THE WORLD (cont’d.)
Most BRIC Millennials believe they must leave a legacy of goodwill and help forge a better world for future
generations. They also acknowledge a need to address inequalities around the globe, with Brazilians most inclined to agree.
When it comes to collective action aimed at serving the greater good, close to 8 in 10 Millennials in Brazil, India and China
believe they care more about improving the world than other generations. And a majority in these three markets believe
their peers are focused less on themselves and more on what they can do together to address global issues; Chinese
respondents over-index here, with 9 in 10 believing this is true.
Russia is a notable exception, with these Millennials not nearly as inclined as others to see their generation as one that’s
uniquely focused on collective ways to improve the world. Less dependent on the state and social programs than previous
generations, young Russians feel as though they’ve been left in charge of taking care of all their own needs. As a result,
their paradigm is more “me” than “we,” a contrast with previous generations inspired by Soviet collectivist ideas.

90
DIY ACTIVISM
FIGURE 7B:

Civic activism
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

92
We have the
communication tools
in our hands to make a
difference in the world

75
87

85%

86
79

My generation isn’t
afraid to take up a
cause and “do-itourselves” if higher
powers fail to act
quickly/adequately

61
81

75%

78
77

Liking a cause on a
social network does
not count as taking
real action

43

68%

71
81

Today’s young adults feel empowered to bring
about change. Eight in 10 Millennials in Brazil, India and
China say their generation isn’t afraid to take up a cause and
“do it ourselves” if the establishment doesn’t act quickly
or adequately. Empowered by technology, this cohort (and
especially young Brazilians) widely believes they have the
communication tools to make a difference. At the same
time, most young Brazilians, Indians and Chinese reject
“slacktivism,” believing that “liking” a cause doesn’t equate
with real action.
Russians stand apart here—they are significantly less likely to
believe they can bring about dramatic change in their nation,
especially after recent opposition attempts.
In addition to technology, economic growth is helping to
drive awareness and action in these markets. One of our
Indian planners points out: “This generation is the most
confident, opinionated, resourced with money, technology and
optimism, which drives them towards social activism. They
aren’t struggling like their parents—they have the time and
resources, so they take up issues.”

91
DIY ACTIVISM (cont’d.)
CASE STUDY: ONCE AGAIN, “TAGGING DRIVE”

Once Again, a Bangalore-based charity, sought to turn donating from a boring chore into a fun activity for a generation that
seeks to improve the lives of others. To encourage Indians to donate used goods, Facebook users could cull through friends’
old photos and tag worn-out items as “Once Again.” The tags drove people to the charity’s Facebook page, where they saw
a reminder that “Someone, somewhere needs your old stuff more than you.” This modern donation drive resulted in more
than 50,000 items handed over to Once Again.

Image credits: Once Again

92
SOCIAL MEDIA

Image credit: World Bank Photo Collection

93
BROADCASTING THE CURATED SELF
APPENDIX: ADDITIONAL CHARTS
FIGURE 8A:

Social media and self-image
Percentage of BRIC Millennials who agree
Brazil

Russia

India

China

74
It’s important that
my social media
profile conveys a
certain image of me

44
80

66%

64

Because of social
networks, I have become
more self-aware of the
image I put out both
online and offline

Because any photo can be
automatically uploaded to
social networks, I’ve become
more concerned about always
looking my best in case those
“photo opportunities” arise

63
33
76

60%

68

I have gone
somewhere or done
something based on
how cool it would
sound to my online
social network

If I post something
on Facebook and it’s
not shared, liked
or commented on,
I tend to feel bad
about myself

46
19
66

48%

59
41
20
58

43%

51

59
41
67

57%

62

Thanks to social media, many in this generation have developed a hyper-self-awareness, a sophisticated ability to craft a
public image and an unprecedented dependence on peer validation. In the BRIC markets, this trend is most evident in India,
followed by China and then Brazil. In Russia, only a minority of Millennials feel similarly affected by social media.

94
SOCIAL MEDIA-DRIVEN FOMO
APPENDIX: ADDITIONAL CHARTS
FIGURE 8B:

Life in overdrive
Percentage of BRIC Millennials who agree
Brazil

Russia

I get uneasy/
nervous when I
learn through social
media that some
of my friends or
peers are doing
something I’m not

China

58

I am overwhelmed
by the amount
of information I
need to digest to
stay up to speed

Any fear of missing
out (on special
events, new
products, etc.)
I have has been
amplified by social
media

India

56
72

60%

53
48
21
69

48%

51
49
29
62

49%

56
45

I often squeeze
myself too thin for
fear of missing out

25
61

46%

53

95
SOCIAL MEDIA-DRIVEN FOMO (cont’d.)
Across markets and generations, social media is driving an uneasy and sometimes all-consuming fear of
missing out. Consumers fear that their peers are in the know about, doing or in possession of more or something better
than them. In the BRIC markets, Indian Millennials are again the most affected by this trend, followed by Chinese and then
Brazilian respondents. FOMO is far less prevalent among Russian Millennials.

75%

FEEL PEOPLE USE
SOCIAL MEDIA TO
BRAG ABOUT THEIR
LIVES

51%

SAY SITES LIKE
FACEBOOK BRING
OUT THE STALKER
IN THEM

96
SOCIAL MEDIA-DRIVEN FOMO (cont’d.)
CASE STUDY: FIAT, “SOCIAL DRIVE”

Brazilian Internet users are highly engaged with social networks, and almost 6 in 10 Brazilian Millennials in our sample
agreed they are overwhelmed by the amount of information they need to digest to stay up to speed. Last year, Fiat
added a feature to its Punto line that lets drivers safely check their networks while on the road. Social Drive syncs with
Bluetooth-enabled phones, with drivers able to use voice commands to hear text-to-speech updates on the friends they’re
most interested in keeping tabs on. In the first month that Social Drive was on the market, sales increased by 96% over the
previous month.

Image credits: Fiat

97
SHARE NO MORE
APPENDIX: ADDITIONAL CHARTS
FIGURE 8C:

Sharer’s remorse
Percentage of BRIC Millennials who agree
Brazil

Russia

India

62

It’s strange to be
able to see my
entire social history
in one place online
(e.g., Facebook
Timeline)

45
74

60%

56

China

The radical transparency that social media
helps to enable has driven some remorse and resistance
among the generation that has most enthusiastically
embraced the urge to share online. With Indian Millennials
the most caught up in social media among BRIC’s youth, they
are also the most apt to second-guess their relationship with
social media. Conversely, Russians are least caught up in
social media and are least apt to feel sharers’ remorse.

59
Sometimes I feel
like my life is overly
documented

42
60

53%

52

I hate that I can
never “live down”
embarrassing
moments in my life
because they seem to
live on forever online

53
37
64

50%

42

98
APPENDIX:
ADDITIONAL CHARTS
APPENDIX: ADDITIONAL CHARTS
APPENDIX:ADDITIONAL CHARTS
FIGURE 6F:

Marriage Optional?
Percentage of Brazilian Millennials who agree
Male

Female

Marriage should be
celebrated; it’s still
an important societal
institution

79
79
78

I’m in no rush
to get married

My parents were married
by the time they were my
age and expect me to get
married soon
I’m comfortable
with the idea of not
getting married
I feel my biological
clock ticking, but I’m
not ready to settle
down and get hitched*
There is no real difference
between being in a long-term,
committed relationship
and being married

74
54

Getting married
prevents people from
living the life they
want to live

52
35

I think it’s preferable
to be in a long-term,
committed relationship
without being married

59
49
40

I would be willing to
pursue parenthood
without a spouse

46
61
62

Marriage is an
antiquated institution

There are no good men
out there to marry*

55

65

There are no good women
out there to marry**

40
40
25
36
39

60

*Asked only of women
**Asked only of men

100
APPENDIX: ADDITIONAL CHARTS
APPENDIX:ADDITIONAL CHARTS
FIGURE 6G:

Marriage Optional?
Percentage of Russian Millennials who agree
Male

Female

Marriage should be
celebrated; it’s still
an important societal
institution

75
84
77

I’m in no rush
to get married

67

My parents were married
by the time they were my
age and expect me to get
married soon

72

I’m comfortable
with the idea of not
getting married

70

I feel my biological
clock ticking, but I’m
not ready to settle
down and get hitched*
There is no real difference
between being in a long-term,
committed relationship
and being married

80

63

Getting married
prevents people from
living the life they
want to live
I think it’s preferable
to be in a long-term,
committed relationship
without being married
I would be willing to
pursue parenthood
without a spouse

Marriage is an
antiquated institution

There are no good men
out there to marry*

41

There are no good women
out there to marry**

46
26
46
31
38
42
43
35
36
35

62
53

*Asked only of women
**Asked only of men

101
APPENDIX: ADDITIONAL CHARTS
APPENDIX:ADDITIONAL CHARTS
FIGURE 6H:

Marriage Optional?
Percentage of Indian Millennials who agree
Male

Female

Marriage should be
celebrated; it’s still
an important societal
institution

83
83
74

I’m in no rush
to get married

72

My parents were married
by the time they were my
age and expect me to get
married soon

64
70
58

I’m comfortable
with the idea of not
getting married

58

I think it’s preferable
to be in a long-term,
committed relationship
without being married
I would be willing to
pursue parenthood
without a spouse

67
63
61
46
56
44
63

Marriage is an
antiquated institution

60

63

There are no good men
out there to marry*

48

There are no good women
out there to marry**

I feel my biological
clock ticking, but I’m
not ready to settle
down and get hitched*
There is no real difference
between being in a long-term,
committed relationship
and being married

Getting married
prevents people from
living the life they
want to live

47

59
48

*Asked only of women
**Asked only of men

102
APPENDIX: ADDITIONAL CHARTS
APPENDIX:ADDITIONAL CHARTS
FIGURE 6I:

Marriage Optional?
Percentage of Chinese Millennials who agree
Male

Female

Marriage should be
celebrated; it’s still
an important societal
institution

90
91
79

I’m in no rush
to get married

75

My parents were married
by the time they were my
age and expect me to get
married soon
I’m comfortable
with the idea of not
getting married

73
57
41

There is no real difference
between being in a long-term,
committed relationship
and being married

I think it’s preferable
to be in a long-term,
committed relationship
without being married
I would be willing to
pursue parenthood
without a spouse

Marriage is an
antiquated institution

50

I feel my biological
clock ticking, but I’m
not ready to settle
down and get hitched*

Getting married
prevents people from
living the life they
want to live

45
39
34
25
43
31
31
24

There are no good men
out there to marry*

30

There are no good women
out there to marry**

59

28

55
51

*Asked only of women
**Asked only of men

103
THANK YOU
MEET THE BRIC MILLENNIALS

Cover Credits: 1. Andrey
Slepchenko 2. Bhaskar Thakur
3. iPandastudio 4. Andrey
Slepchenko 5. Juliana Maaz;
Luiza Madeira 6. bo1982
7. Bhaskar Thakur

1

4
5

6

7

Marian Berelowitz
Ann M. Mack

Trends strategist	

3

Ann M. Mack

Director of trendspotting	

2

Jessica Vaughn

Editor	

www.jwt.com | @JWT_Worldwide
www.jwtintelligence.com | @JWTIntelligence
www.anxietyindex.com | @AnxietyIndex

CONTACT

Written by	

466 Lexington Avenue
New York, NY 10017

Nicholas Ayala

Contributors	
	
	
	
	
	

Robert Esnard
Jenny Lo
Juliana Maaz
Luiza Madeira
Andrey Slepchenko
Bhaskar Thakur

SONAR™	
	

Elizabeth Burns
Karen Montecuollo

Design 	

Peter Mullaney

212-210-7378
ann.mack@jwt.com
@annmmack

Jessica Vaughn

jessica.vaughn@jwt.com
@jess_vaughn

© 2013 J. Walter Thompson Company.
All Rights Reserved.

JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices
in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues
a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning
branded content today. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with
international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, KimberlyClark, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP
(NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
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JWT Meet the Bric Millennials

  • 2. WHAT WE’LL COVER • Introduction • Topline Findings • Methodology • Who Are the BRIC Millennials? Brazil Millennial Profile Russia Millennial Profile India Millennial Profile China Millennial Profile • Meet the BRIC Millennials Personal finances and employment Government, activism and national pride Tradition vs. modernization Stress and urbanization Changing gender roles Relationships, religion and society Social good Social media • Appendix: Additional Charts A note to readers: To make the report easy to navigate, we’ve added hyperlinks to this page and the Meet the BRIC Millennials page so you can jump immediately to the items that most interest you (or, alternatively, you can read the material straight through). This is a report from JWTIntelligence. Go to JWTIntelligence.com to download this and other trend research. 2
  • 3. INTRODUCTION A dozen years after the term BRIC was coined, we decided to zone in on the generation that will be defining the future of these markets, which together comprise around 40% of the global population. Millennials in Brazil, Russia, India and China have come of age during a unique time, during which their countries have experienced both unprecedented growth and the repercussions of a worldwide slowdown, globalization and the digital revolution. This generation will call on their distinct set of experiences and tools as they help to shape the future of nations that, as one bullish forecast suggests, could together overtake the G7 economies in less than 15 years. More conservative forecasters don’t foresee the BRIC group hitting this milestone until at least 2050; growth has slowed—with some warning of hard landings ahead—and a range of enduring challenges are proving intractable. But there’s still plenty of optimism surrounding these markets, and rich potential for growth. This study focuses in on some themes we’ve examined in the context of Millennials in the developed world, including personal finances and employment, stress, changing gender roles, social good and social media. We’ve also focused on issues that are especially relevant to Millennials in BRIC nations, in particular tradition vs. modernization, urbanization and national pride. Millennials are regarded as the first global generation, with more overlapping values and shared experiences than any before them. As our wide-ranging study details, in some respects Millennials across BRIC markets are very closely aligned, while in others they diverge wildly in their outlook thanks to unique national conditions and traditions. Here, we spotlight those commonalities and differences, along with some case studies that show how brands are responding to these increasingly influential young consumers. 3
  • 4. TOPLINE FINDINGS • Like their counterparts around the world, BRIC Millennials are optimistic on most counts; uniquely resourceful and entrepreneurial, using technology as a steppingstone; and civic-minded by nature. • Millennials around the world have felt the sting of economic uncertainty, and young BRIC citizens are no exception. But they’re upbeat about their economic future and have adjusted their outlook to today’s economic realities, with many feeling that spending wisely is more important than earning a lot of money. • Accustomed to voicing their opinions on social media, Millennials in Brazil, Russia and India want to express their views on social problems and their government, and to engage with their leaders. This is especially true in Brazil. Indians are relatively the most positive about their government and political leaders. • This generation sees many life choices (choosing what to study and where, choosing where to live, etc.) as being more complicated today than they were in the 1960s, with Brazilian Millennials as the exception. • As the BRIC markets become more globalized, many long-standing cultural norms are being upended. Russian, Chinese and Indian Millennials are looking to preserve their cultural traditions; they feel traditions hold society together. Brazilians, by contrast, seem to have the most progressive mindset. Indeed, this cohort has far fewer taboos than their counterparts in Russia, India and China. • BRIC Millennials identify with cultures around the globe. More than half say they have friends from all over the world. Many appreciate the influence of other cultures on their way of life, and almost 6 in 10 see themselves as a global citizen first and a citizen of their homeland second. • Life is getting more stressful for these Millennials, with 53% saying their stress level has increased over the past year. Their finances and the cost of living are the chief stressors, and the highly competitive job market is also a key concern in Brazil, India and China. Pollution, food safety and climate change stand out as major concerns in China. 4
  • 5. TOPLINE FINDINGS (cont’d.) • BRIC Millennials feel responsible for leaving the world in • While marriage is still valued among many young people better shape for future generations, and a wide majority feels there’s a need to balance out the inequalities of the world. in the BRIC markets, this cohort doesn’t necessarily see it as essential, especially in the near future. Almost 6 in 10 are comfortable with the idea of not getting married. More than 4 in 10 are open to pursuing parenthood without a spouse. • When it comes to homosexuality, Brazilian Millennials are the most open and accepting. But Chinese respondents slightly surpass Brazilians in acceptance of same-sex marriage. • Indian Millennials are the most engaged with social media, followed by Chinese and Brazilians; Russians are by far the least engaged. 5
  • 6. METHODOLOGY This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. Specifically for this report, we conducted quantitative surveys in Brazil, Russia, India and China using SONAR™, JWT’s proprietary online tool, from July 3-8, 2013. We surveyed a total of 1,640 Millennials aged 18-35 (385 Brazilians, 416 Russians, 455 Indians and 384 Chinese). Data is weighted to be representative of Internet users in each market. We also received input from JWT planners and researchers in each market surveyed. 6
  • 7. WHO ARE THE BRIC MILLENNIALS? In each of these markets, our sample is representative of the Internet users in each nation. BRAZIL RUSSIA INDIA CHINA TOTAL POPULATION 201 million 142.5 million 1.2 billion 1.3 billion MEDIAN AGE OF POPULATION, IN YEARS 30.3 38.8 26.7 36.3 MILLENNIALS AS PERCENTAGE OF TOTAL POPULATION 30% 27% 30% 28% MILLENNIALS AS PERCENTAGE 54% 61% 75% 58% OF TOTAL INTERNET USERS* See the following four pages for demographic details on our Millennial respondents. *15-34-year-olds, as of October 2011 Sources: CIA World Factbook, U.S. Census Bureau, eMarketer and comScore 7
  • 8. BRAZIL MILLENNIAL CHARTS APPENDIX: ADDITIONALPROFILE 25% SOME COLLEGE 24% IN A RELATIONSHIP BUT NOT LIVING TOGETHER LIVING WITH IMMEDIATE FAMILY 34% 29% HIGH SCHOOL GRADUATE 15% LIVING IN A HOME OR APARTMENT ON THEIR OWN 35% MARRIED 53% 15% 56% COLLEGE GRADUATE IN A RELATIONSHIP AND LIVING TOGETHER 80% FACEBOOK EMPLOYED FULL-TIME 48% GOOGLE+ 10% FREELANCE/ SELFEMPLOYED 61% YOUTUBE 39% TWITTER 48% ORKUT 8
  • 9. RUSSIA MILLENNIAL CHARTS APPENDIX: ADDITIONALPROFILE 25% SOME COLLEGE 56% IN A RELATIONSHIP BUT NOT LIVING TOGETHER LIVING WITH IMMEDIATE FAMILY 14% 33% HIGH SCHOOL GRADUATE 15% LIVING IN A HOME OR APARTMENT ON THEIR OWN 57% MARRIED 57% 7% 58% COLLEGE GRADUATE IN A RELATIONSHIP AND LIVING TOGETHER 71% VK EMPLOYED FULL-TIME 53% FACEBOOK 4% FREELANCE/ SELFEMPLOYED 67% MAIL.RU 59% 34% GOOGLE+ ODNOKLASSNIKI.RU 34% YOUTUBE 9
  • 10. INDIA ADDITIONAL CHARTS APPENDIX: MILLENNIAL PROFILE 48% 6% SOME COLLEGE IN A RELATIONSHIP BUT NOT LIVING TOGETHER LIVING WITH IMMEDIATE FAMILY 39% 22% GRADUATE/ POST-GRADUATE (GENERAL) 2% LIVING IN A HOME OR APARTMENT ON THEIR OWN 48% MARRIED 59% 8% 57% GRADUATE/ POST-GRADUATE (PROFESSIONAL) IN A RELATIONSHIP AND LIVING TOGETHER 74% FACEBOOK EMPLOYED FULL-TIME 44% YOUTUBE 8% FREELANCE/ SELFEMPLOYED 54% GOOGLE+ 42% ORKUT 37% TWITTER 37% LINKEDIN 10
  • 11. CHINA MILLENNIAL PROFILE APPENDIX: ADDITIONAL CHARTS 8% SOME COLLEGE 65% IN A RELATIONSHIP BUT NOT LIVING TOGETHER LIVING WITH IMMEDIATE FAMILY 3% 15% HIGH SCHOOL GRADUATE 6% LIVING IN A HOME OR APARTMENT ON THEIR OWN 47% MARRIED 76% 9% 60% COLLEGE GRADUATE IN A RELATIONSHIP AND LIVING TOGETHER 78% TENCENT QZONE EMPLOYED FULL-TIME 57% 43% PENGYOU RENREN 3% FREELANCE/ SELFEMPLOYED 68% TENCENT WEIBO 75% SINA WEIBO 43% KAIXIN001 32% DOUBAN 11
  • 12. MEET THE BRIC MILLENNIALS PERSONAL FINANCES AND EMPLOYMENT • Bullish about personal finances • Money matters • Investing in the future • “It’s not fair” • “I’ll pave my own way” • Working for more than a paycheck • Tech empowers • The grass is always greener GOVERNMENT, ACTIVISM AND NATIONAL PRIDE • Wary of government • Making their voices heard • BRICs on the world stage • BRIC national pride TRADITION VS. MODERNIZATION • “I’ll never be like my parents” • No nostalgia for Brazilians • Nostalgia for a less complicated life • Traditions endure for most • Traditions worth saving • Because society says no • Living in an interconnected world STRESS AND URBANIZATION • Living a stressful life • The double-edged sword of the city CHANGING GENDER ROLES • Gender equality within reach • Changing gender roles RELATIONSHIPS, RELIGION AND SOCIETY • Extending their single years • Friends as family • Religion and young people • Race relations • LGBT issues SOCIAL GOOD • Heal the world • DIY activism SOCIAL MEDIA • Broadcasting the curated self • Social media-driven FOMO • Share no more 12
  • 13. PERSONAL FINANCES AND EMPLOYMENT Image credit: kenteegardin 13
  • 14. BULLISH ABOUT PERSONAL FINANCES APPENDIX: ADDITIONAL CHARTS FIGURE 1A: Outlook on personal finances Percentage of BRIC Millennials who agree Brazil Russia India China 91 87 It is important that I am financially independent 85 89% 93 88 75 I think my finances will improve in the next six months 86 83% 83 56 The stress of managing my finances is exhausting 36 55 48% 43 32 If my financial situation were to worsen, I would consider moving back in with my parents* 33 55 37% 27 *Asked only among those living in a home/apartment on their own or living at school 14
  • 15. BULLISH ABOUT PERSONAL FINANCES (cont’d.) Financial independence is a near-universal desire, with almost 9 in 10 BRIC Millennials saying it is important for them. Pointing to the relentless optimism of this generation, some 83% feel confident their finances will improve in the next six months. Russian Millennials are slightly less bullish than the rest, with 3 out of 4 optimistic about their financial future. This optimism isn’t blind—almost half of Millennials feel exhausted by the stress of managing their finances, and more than half of Brazilian and Indian respondents. SPOTLIGHT ON BRAZIL Brazilians’ stress around managing finances (see Figure 1A) stems from the fact that Millennials are the first generation to see financial management as providing the groundwork for a future with more freedom and flexibility. Brazilian youth are just beginning to embrace saving and financial planning—to strive for financial literacy. Years of inflation prevented a saving culture from taking hold among previous generations—the hyperinflation of the ’80s made any investment seem like a bad idea. At the same time, rampant spending was risky as it was impossible to predict how much one’s money would be worth in the near future. Millennials have come of age during a decadelong period of economic stabilization and growth. There’s a prevailing sense of optimism around finances—Millennials feel that if they spend now, they can simply earn back the money in a few months. And since the future seems bright, there is less guilt in fulfilling today’s wishes in spite of tomorrow’s duties; young Brazilians believe more in investing in themselves than saving for a theoretical future problem (see Figure 1B on page 19). 15
  • 16. BULLISH ABOUT PERSONAL FINANCES (cont’d.) CASE STUDY: HSBC, IPAD 360º To help inspire young Brazilians to think about smart financial planning, an HSBC Wealth Management campaign for the iPad illustrated a future with more options. JWT created an app that asked, “Where do you want to be in the future?” and then showed 360-degree environments of potential locations, including a Paris penthouse and, from a scuba diver’s perspective, an undersea paradise. Users could navigate through these scenarios as if they were really there. The message: “Wherever you want to be in the future, you can count on the help of HSBC Wealth Management.” Image credits: JWT 16
  • 17. BULLISH ABOUT PERSONAL FINANCES (cont’d.) CASE STUDY: ITAÚ, FUN TRADE Last year, Brazilian bank Itaú introduced Fun Trade, a Facebook gaming app designed to teach participants about the stock market. Players were encouraged to buy and sell shares of companies, represented by their friends and other players. To start, players published an IPO on their Facebook wall. Shares changed in value depending on supply and demand and as players received more interactions. Image credits: Itaú; Contagious 17
  • 18. BULLISH ABOUT PERSONAL FINANCES (cont’d.) SPOTLIGHT ON INDIA Indian Millennials living away from home fall well above the average (37%) when asked if financial reasons might prompt them to consider moving back in with their parents: 55% are in agreement. (See Figure 1A.) The family unit remains a cultural pillar in India, where multigenerational households are the rule and moving out of the family home upon adulthood is not a mainstream phenomenon. Young Indians take pride in caring for and giving back to their parents; 86% agreed that “It is important to me that I’m able to provide financial support for my parents” compared with an overall average of 79%. 18
  • 19. MONEY MATTERS FIGURE 1B: Money-mindedness Percentage of BRIC Millennials who agree Brazil Russia India 81 Spending wisely is more important than earning a lot of money 72 86 80 51 Saving money is more important to my parents’ generation than to my generation I buy more things (clothing, furniture, electronics) used/secondhand than I did two years ago China 54 67 60% 80% “Spending wisely” doesn’t equate with penny-pinching for these consumers, especially in India and China. BRIC Millennials are more inclined to spend than their parents, with 6 in 10 saying that saving money is more important to their parents’ generation than to their own. Eight in 10 agreed that spending wisely is more important than earning a lot, with Indian Millennials most likely to agree. This cohort has also taken to buying used or secondhand items in the recent past (56% of Indian Millennials compared with 32% of BRIC Millennials overall). eBay and websites including Quikr and OLX have popularized the buying and selling of secondhand goods, taking advantage of Indians’ tendency not to toss out older items but to mend or find new uses for them. Young, cash-strapped Indians prefer buying high-end used goods to lower-end new products. 65 27 19 56 25 33% In Russia, where only a slim majority agree that saving money is more important to their parents’ generation, the collapse of the Soviet Union drove a wave of spending, thanks to an influx of new goods into the market. An era of easy credit, especially for young people, followed in the early ’00s. The economic crisis has shifted consumer behavior—after nearly two decades of wild consumerism, the market has experienced some stabilization. Loans are taken wisely, if at all, and Millennials are much more rational in their spending. 19
  • 20. INVESTING ADDITIONAL APPENDIX:IN THE FUTURECHARTS FIGURE 1C: What constitutes a good investment? Percentage of BRIC Millennials who believe each of the following would be a good investment Brazil Russia India China 62 82 74 Education 71 71% Internet access 49% 50 58 75 64 68% 51 44 54 Hobbies (playing a sport, learning to play an instrument, learning to paint) 44% 35 An international vacation 34 49 61% An apprenticeship 59 35 27 31 41% 12 A mobile phone/ smartphone 23 45 60 75 54 58% 40 67 A car/scooter 42 27 33% 32 52 41 33% 20 70 77 34% 45 32 54 Learning a language 26 31 67 Starting a business A tablet/laptop 45 81 A home 32 37 42 41% A vacation within my country 20 31% 27 36 CHART CONTINUES 20
  • 21. INVESTING ADDITIONAL (cont’d.) APPENDIX:IN THE FUTURECHARTS FIGURE 1C (cont’d.): What constitutes a good investment? Percentage of BRIC Millennials who believe each of the following would be a good investment Brazil Russia India China 37 Gym membership 24 27% 24 28 17 Luxury/designer goods 18 21 25 20 25% 29 Magazine/ 4 newspaper subscriptions 19 23 20 19% Long-term travel/a gap year 10 26 24 Tickets (concert, movies, sporting events) 14 19 18 16% 11 21 25% 18% 19 19 29 42 18 5 22 21 An internship Dining out 26 31 New clothing 21% 12 19% Cosmetic surgery 6 7 8% 7 21
  • 22. INVESTING IN THE FUTURE (cont’d.) As they settle into their lives, BRIC Millennials feel that spending on themselves in a range of ways will help provide security for the future. Brazilian Millennials consider the widest range of factors a smart investment, thanks to overall national optimism (and a culture that leans toward optimism), still-rising economic prospects and an emerging middle class with disposable income. Across the BRIC markets, Millennials see home ownership and factors related to career advancement—education, starting a business and learning a language—as the most worthwhile investments. Russians are most beholden to the idea of entrepreneurialism, with 77% agreeing that starting a business is a good investment compared with 61% overall. This digitally savvy generation also tends to see Internet access as a good investment (49%), especially the hyperconnected Brazilians (62%). By contrast, only about 1 in 5 BRIC Millennials views newspaper or magazine subscriptions as a good investment. Indians are most likely to see tech devices—tablets or laptops and mobile phones—as smart investments. Luxury and designer goods, which fall relatively low on the list of worthwhile investments, are most valued by Chinese Millennials and least valued by Brazilians. Chinese respondents were also most likely to see the investment value in longterm travel or a gap year. 22
  • 23. ‘IT’S NOT FAIR’ FIGURE 1D: Uncertain employment Percentage of BRIC Millennials who agree Brazil Russia China 68 My generation is being dealt an unfair blow because of global economic uncertainty 61 76 70% 76 75 Generally, people my age are struggling to find a job People my age often balance multiple jobs to get by India 65 70% 71 Despite long-term economic expansion in their markets, BRIC Millennials, like many of their counterparts around the world, feel negatively affected by the global downturn. Seven in 10 agree that their generation is being dealt an unfair blow because of global economic uncertainty and that people their age are struggling to find jobs. These Millennials are confronting fiercely competitive conditions. In China, for instance, the number of college graduates has quadrupled over the last decade, but professional jobs haven’t grown nearly as fast. A 2012 government study cited in Businessweek found that unemployment among 21- to 25-year-old graduates was 16%, four times the official urban unemployment rate. Some Chinese women are going to extremes to find jobs, turning to plastic surgery to achieve a more European or younger look. 68 Patchwork earnings are most prevalent among Indian and Russian Millennials, with 8 in 10 saying that people their age balance multiple jobs to get by. 65 80 79 68% 45 23
  • 24. ‘I’LL PAVE MY OWN WAY’ FIGURE 1E: Generation Go Percentage of BRIC Millennials who agree Brazil Russia India 89 Technology has put so many professional and entrepreneurial opportunities in front of me My friends are doing entrepreneurial things to make more money If I lose/ have trouble finding a job, I’ll just start my own business China 89 89% 87 93 72 67 75 71% While Millennials around the world feel they’ve been dealt an unfair hand, many are finding opportunity in economic adversity, ushering in an unprecedented entrepreneurial mindset. Entrepreneurialism offers this generation a berth at the starting line and a sense of direct control over their future. Among BRIC Millennials, 7 in 10 say they would start their own business if they lose or have trouble finding a job and see their peer group doing entrepreneurial things to boost their earnings. Technology—which obliterates traditional barriers to entry—is a steppingstone for this uniquely resourceful generation. Nine in 10 agree that technology has put an array of professional and entrepreneurial opportunities before them. 68 72 62 75 71% 74 24
  • 25. ‘I’LL PAVE MY OWN WAY’ (cont’d.) Millennial entrepreneurs between 18 and 29 outnumber those aged 35-plus in Brazil and Russia. A few notable examples of young people in these markets who are rewriting the rules of the game: GABRIEL BENARROS, 24 TALLIS GOMES, 26 EDUARDO L’HOTELLIER, 28 Founder of Ingresse, a social platform for selling tickets online that helps users discover events and serves as not only a channel for ticket sales but a publicity platform for the event organizer. Ingresse was invited to join Dave McClure’s incubator 500 Startups. Founder of Easy Taxi, a mobile app similar to Uber that connects taxi drivers with nearby users in need of a ride. The company operates in 10 Brazilian and nine foreign cities, and has ambitious plans for expansion. Founder of GetNinjas, an online platform that connects service providers with customers. The company received $3 million in Series A financing earlier this year. PAVEL DUROV, 28 OSKAR HARTMANN, 30 ELENA MASOLOVA, 29 A colorful and sometimes controversial character, Durov founded VK, a social networking site that claims 100 million active users and has a goal of capturing 70% of Russia’s social media market. According to some reports, however, the site is regarded as a major hub of pirated music and video, as well as porn. Founder and CEO of KupiVIP a flash sale discount , club. The company raised around $100 million in venture financing in the past two years and will be seeking $125 million in a 2014 IPO. Founder of Darberry, an online coupon company acquired by Groupon; CEO of Pixonic, a social network game publisher; and investment director at AddVenture, an angel fund. 25
  • 26. WORKING FOR MORE THAN A PAYCHECK FIGURE 1F: Doing meaningful work Percentage of BRIC Millennials who agree Brazil Russia India China 88 The best measure of wealth is having a job you like 85 84 87% 90 83 A job should help me pursue my passion 80 86 85 A lot of people my age are seeking jobs that give back to society 83% Hand in hand with their entrepreneurial mindset, Millennials view a job as more than a paycheck. Instead, it should be satisfying and, as 83% of our sample believe, a vehicle for pursuing passions. Close to 9 in 10 respondents say having a job one likes is the best measure of wealth. Self-fulfillment isn’t the only goal: Many in this generation are looking to make a positive social impact, with nearly two-thirds saying that a lot of their peers are looking for jobs that give back to society. In India, for example, some graduates from top universities are forgoing traditional positions in investment, banking or consulting in favor of social entrepreneurship efforts. And a PwC study found that three-quarters of Brazilian and Russian Millennials actively seek out employers whose corporate responsibility efforts reflect their personal values. This was followed by 69% of Indians and 58% of young Chinese employees. 65 59 71 65% 63 26
  • 27. TECH EMPOWERS APPENDIX: ADDITIONAL CHARTS When it comes to social mobility, jobs centered around technology are seen as offering a path forward, as do jobs in media and entertainment. The more traditional jobs—in health care, engineering, consulting and law—fall much lower on the scale, perhaps because of the cool factor associated with the tech, media and entertainment industries and the highly competitive nature of the other well-paid professions. WHICH CAREERS OFFER THE MOST SOCIAL MOBILITY? (Top 5 responses by country) BRAZIL 43% TECHNOLOGY 29% HEALTH CARE INDIA 27% ENGINEERING 25% INTERNET COMPANY 24% EDUCATION RUSSIA 35% ENTREPRENEUR 30% ADVERTISING 38% EDUCATION 30% MEDIA/ ENTERTAINMENT 29% TECHNOLOGY 29% BANKING 25% SOFTWARE DEVELOPMENT CHINA 29% MEDIA/ ENTERTAINMENT 28% BANKING 26% SOFTWARE DEVELOPMENT 39% MEDIA/ ENTERTAINMENT 34% RETAIL/ WHOLESALE 33% INTERNET COMPANY 30% ADVERTISING 27% REAL ESTATE 27
  • 28. THE GRASS ADDITIONAL CHARTS APPENDIX:IS ALWAYS GREENER FIGURE 1G: Greener pastures overseas Percentage of BRIC Millennials who agree Brazil Russia India China 85 It seems like more people are going to university abroad than in the past 78 62 86 81% There is more opportunity for social mobility abroad than in my country 92 74 72 59 84 Going to university abroad improves your prospects after graduation 73 80 71% 75 79% 78 I would consider moving to another place to work 59 72 65% 55 83 More and more people my age are working for global companies 60 84 76% 76 28
  • 29. THE GRASS IS ALWAYS GREENER (cont’d.) For Brazilian, Indian and Chinese Millennials, an international education carries perceived professional benefits, and more of them are pursuing degrees abroad. Young Russians are the least likely to agree that going to university abroad improves one’s job prospects and that their peers are working for global companies. Studying abroad, generally considered a prerogative of elites, is not widespread among Russians, who strive instead for admission into universities in Moscow or St. Petersburg. This generation is also ready to venture away from home to follow opportunity—almost two-thirds said they would consider moving elsewhere to find work. For many, these moves are motivated by the notion that social mobility is more easily accomplished abroad. Brazilians are the most open to moving away and the most likely to regard foreign soil as more conducive to upward mobility. 58% OF BRIC MILLENNIALS WOULD PREFER TO STUDY ABROAD THAN IN THEIR HOME COUNTRY 57% OF BRIC MILLENNIALS WOULD PREFER TO WORK ABROAD THAN IN THEIR HOME COUNTRY 29
  • 30. THE GRASS IS ALWAYS GREENER (cont’d.) CASE STUDY: TENCENT QQ, “YOUR COMPANION OF 12 YEARS” A spot from leading Chinese social network Tencent QQ demonstrates how its offerings keep distant family members in close contact. A boy displays typical annoyance toward his loving mother—irritation when she repeatedly asks for help with the television remote and when she greets him at the door. After he leaves home for school in America to fulfill his dreams, his mother learns how to use QQ so they can stay in touch. Once the two of them are on opposite sides of the earth, he matures and finally starts to understand his mother; their hearts grow closer. The young man goes on to get a job in America but acknowledges that no matter how far away his mother is, she’s always in reach with the click of a button. Image credits: Tencent QQ 30
  • 31. GOVERNMENT, ACTIVISM AND NATIONAL PRIDE Image credit: Semilla Luz 31
  • 32. WARY OF GOVERNMENT APPENDIX: ADDITIONAL CHARTS FIGURE 2A: Government effectiveness Percentage of Brazilian, Russian and Indian Millennials who agree* Brazil Government leaders in my country are in touch with the needs of everyday people India 37 I think my country is developing in a way that offers equality for all citizens Our government acts promptly to help the people Russia 46% 34 64 27 33% 23 48 28 32% 26 40 *Note: Not asked in China 32
  • 33. WARY OF GOVERNMENT (cont’d.) Indian Millennials are relatively positive about their government and political leaders. Nearly half believe the government acts promptly to help people, and 4 in 10 see the government as being in touch with the needs of citizens. As many as 64% believe India is developing in a way that offers equality for all. Still, with the general public frustrated by India’s stalled development and government corruption, this does not translate to widespread optimism and satisfaction with the status quo. Millennials in Brazil and Russia, however, are much more dissatisfied with their leaders. Fewer than 3 in 10 believe their government acts promptly to help people and that their leaders are in touch with the people’s needs. Not too many more feel positively about the direction of national development— just over a third see their nation as developing in a way that offers equality for all citizens. 31% OF BRAZILIAN, RUSSIAN AND INDIAN MILLENNIALS TRUST THEIR POLITICAL LEADERS 33
  • 34. MAKING THEIR VOICES HEARD Accustomed to broadcasting their opinions on social media, this generation feels strongly about making their voices heard when it comes to social and political issues. FIGURE 2B: Activism and social change Percentage of Brazilian, Russian and Indian Millennials who agree* Brazil People my age are actively looking for ways to voice their opinions about social problems People my age are actively looking for ways to voice their opinions about the government Russia India 91 83% 78 82 91 75 79 81% Digital connectivity has driven awareness and engagement. Chinese Millennials use blogs, as well as social networks such as the microblogging platform Weibo, to express views on social matters. In India, citizens can post questions to politicians via the website Oursay; these are then voted on and posed to relevant leaders. Oursay has hosted two forums with government leaders this year, and other Indian leaders have expressed interest in participating. Brazilian Millennials over-index here, perhaps due to the survey coinciding with nationwide demonstrations focused on public spending and government corruption. Young Brazilians didn’t take to the streets as a rejection of politics, wrote former president Luiz da Silva in a New York Times op-ed, but rather thanks to the “drive to increase the reach of democracy, to encourage people to take part more fully.” *Note: Not asked in China 34
  • 35. MAKING THEIR VOICES HEARD (cont’d.) SPOTLIGHT ON RUSSIA Russian Millennials are somewhat less likely to say they’re actively seeking ways to effect change. While unhappy with the government, this cohort is generally socially and politically passive, feeling helpless to change the nation’s political situation. One exception is the “creative class”—white-collar professionals in creative jobs—who have helped drive opposition to the Putin regime. They were among the main forces behind demonstrations on Moscow’s Bolotnaya Square earlier this year. The protests had little effect, however, and the government was careful to not let the situation get out of control both in the streets and in the digital sphere. Image credit: sime simon 35
  • 36. MAKING THEIR VOICES HEARD (cont’d.) CASE STUDY: THE TIMES OF INDIA, “I LEAD INDIA” The Times of India dramatized the spirit of Millennials in its recent “I Lead India” initiative. An advertisement shows young people from all over India standing up from their chairs and charging forward with a determination to take on the nation’s biggest challenges. The passion of the generation culminates in a massive bonfire that torches all the comfortable seats— the idea is not to take things sitting down. The Times of India challenges youth to be the change they want to see, sending the message that “You are your own leader.” Image credits: The Times of India 36
  • 37. BRICS ON THE WORLD STAGE FIGURE 2C: BRICs step out Percentage of BRIC Millennials who agree Brazil Russia India China 79 My country must improve nationally in order to become a world leader 87 88 87% 92 92 It’s time for our citizens to make their mark on the world 70 87 84% 89 83 My country can effect change in the world 75 84 82% As the BRICs raise their profiles on the world stage, Millennials in these markets acknowledge that there’s work to be done at home before their country can become a world leader—a compelling prospect, with more than 8 in 10 saying it’s time to make a mark on the world. A similar proportion believe their country can effect global change. Russian Millennials stand out for their below-average enthusiasm over their people and nation making a global impact. Much of this can be attributed to the nation’s current position in comparison with its Soviet past. Although too young to remember firsthand, Millennials can see the pride, patriotism and nationalism their nation once had from Soviet-era films and hear about it from older generations. All cultural icons of national pride are linked with the past—scientific advancement, the space program, military forces and so on—while the prevailing attitude is that there’s not much to be proud of in present-day Russia. Case in point: the 2014 Winter Olympics in Sochi, which have devolved from a symbol of the rebirth of national pride to yet another example of corruption and scandal. 88 37
  • 38. BRIC NATIONAL PRIDE APPENDIX: ADDITIONAL CHARTS FIGURE 2D: National pride Percentage of BRIC Millennials who agree Brazil Russia India 90 It’s my generation’s responsibility to shape the future of my country My generation has the power to transform life in my country China 83 87 This generation of young people feels invested in shaping their nations’ futures—and believe they have the power to shake things up. This is especially true for Brazilians. Russians, by contrast, feel somewhat less empowered to transform life in their homeland, largely because of the state’s heavy-handed influence and a dearth of ways to influence social and political life in the country. 86% 87 89 69 87 80% 76 38
  • 39. TRADITION VS. MODERNIZATION Image credit: Safoora K Ali 39
  • 40. ‘I’LL NEVER BE LIKE MY PARENTS’ APPENDIX: ADDITIONAL CHARTS FIGURE 3A: Forging a new life path How BRIC Millennials rank the direction of their life path in comparison to their parents Brazil Russia India China 50% 40% 30% 20% 10% 0% 1 My life path will be very similar to that of my parents’ 2 3 4 5 My life path will be very different from that of my parents’ 40
  • 41. ‘I’LL NEVER BE LIKE MY PARENTS’ (cont’d.) While many young people imagine forging a different path than their parents followed, BRIC Millennials are seeing many long-standing cultural norms get upended as their markets develop. Some even have difficulty seeing their parents as role models. So it’s not surprising that they tend to envision their own lives being quite different from that of their parents. Millennials in China and Brazil are feeling the cultural shift most acutely. Thanks largely to economic reforms that got under way when the oldest Millennials were born, this generation has grown up in a very different China. In Brazil, rapid economic growth, lower inflation and an optimistic outlook play a big role in the professional and personal life choices that young people may consider. Indian Millennials, on the other hand, are least likely to expect that their lives will be drastically different from those of the previous generation. While young Indians are embracing the prosperity ushered in by globalization, they tend to fit the changes that growth has brought into existing social structures and norms. 41
  • 42. NO NOSTALGIA FOR BRAZILIANS APPENDIX: ADDITIONAL CHARTS FIGURE 3B: Life seems less complicated today Percentage of Brazilian Millennials who say each factor is less complicated today than it was 50 years ago minus the percentage who say it is more complicated 30% 29% 28% 26% 23% 22% 20% 8% 10% 8% 6% 0% -3% -10% -4% -6% Choosing where to live Choosing the role you play in your family Choosing when to have kids -20% -30% -40% Choosing which university to attend Choosing whom to date Choosing what to study at university Choosing your lifestyle This was more complicated in the 1960s Choosing whom to marry Choosing your social circle Choosing when to get married Choosing your profession This was less complicated in the 1960s 42
  • 43. NOSTALGIA ADDITIONAL CHARTS APPENDIX:FOR A LESS COMPLICATED LIFE FIGURE 3C: Life seems more complex today Percentage of Russian Millennials who say each factor is less complicated today than it was 50 years ago minus the percentage who say it is more complicated 30% 25% 20% 22% 12% 10% 0% -3% -10% -4% -4% -6% -8% -20% -14% -23% -30% -40% -37% Choosing whom to date Choosing Choosing your lifestyle when to get married Choosing your social circle This was more complicated in the 1960s Choosing what to study at university Choosing when to have kids Choosing the role you play in your family Choosing whom to marry Choosing where to live Choosing which university to attend Choosing your profession This was less complicated in the 1960s 43
  • 44. NOSTALGIA ADDITIONAL CHARTS APPENDIX:FOR A LESS COMPLICATED LIFE (cont’d.) FIGURE 3D: Life seems more complex today Percentage of Indian Millennials who say each factor is less complicated today than it was 50 years ago minus the percentage who say it is more complicated 30% 20% 10% 4% 0% -2% -10% -13% -20% -14% -14% -16% -16% -17% -19% -20% Choosing when to have kids Choosing which university to attend -30% -24% -40% Choosing whom to date Choosing whom to marry Choosing Choosing when to get your lifestyle married This was more complicated in the 1960s Choosing what to study at university Choosing your social circle Choosing your profession Choosing the role you play in your family Choosing where to live This was less complicated in the 1960s 44
  • 45. NOSTALGIA ADDITIONAL CHARTS APPENDIX:FOR A LESS COMPLICATED LIFE (cont’d.) FIGURE 3E: Life seems more complex today Percentage of Chinese Millennials who say each factor is less complicated today than it was 50 years ago minus the percentage who say it is more complicated 30% 20% 12% 10% 7% 4% 0% -2% -10% -3% -4% -7% -10% -20% -13% -18% -30% -22% -40% Choosing when to have kids Choosing when to get married Choosing your profession This was more complicated in the 1960s Choosing whom to marry Choosing your social circle Choosing what to study at university Choosing your lifestyle Choosing where to live Choosing the role you play in your family Choosing which university to attend Choosing whom to date This was less complicated in the 1960s 45
  • 46. NOSTALGIA FOR A LESS COMPLICATED LIFE (cont’d.) Navigating emerging social and cultural norms and a new array of life choices is confusing and stressful for Millennials in Russia, India and China. While this generation is reaping the benefit of new opportunities and rising acceptance of nontraditional lifestyles, the downside is greater pressure to succeed and a fear of making the wrong choices. They see many life choices (choosing what to study and where, choosing where to live, etc.) as being more complicated today than they were in the 1960s. Notably, decisions around dating and marriage are seen as easier today, but some aspects remain complex for Millennials: choosing whom to date, in China; whom to marry, in Russia; and when to marry, in India. The overall exception here is Brazil, where Millennials believe that many major life choices are easier to make today than they were 50-some years ago. The only ones that seem harder today are choosing where to live, what role to play in your family and when to have kids. 46
  • 47. TRADITIONS ENDURE FOR CHARTS APPENDIX: ADDITIONAL MOST FIGURE 3F: Holding on to tradition Percentage of BRIC Millennials who agree Brazil Russia India China 79 71 84 I’m proud of my national traditions and customs 87 85% 88 Traditions hold society together 88 75 69 89 It’s important I hold on to my family traditions 86 84% 91 Today there are lots of moral questions that never would have come up in the past 79 75 82% 83 91 81% 86 I worry that aspects of our culture and traditions are getting lost as the world becomes more interconnected My generation cares a lot about preserving our culture’s traditions 74 83 75 75% 66 51 43 71 59% 69 47
  • 48. TRADITIONS ENDURE FOR MOST (cont’d.) Even while modern life has changed so substantially in just a few decades—or perhaps because it’s shifted so quickly—Millennials are strongly invested in preserving their national customs, as well as their family’s traditions. In China, family has always had a primary place in society, and this still rings true: 9 in 10 Chinese Millennials feel that holding on to family traditions is important. Russian and Indian Millennials are most apt to believe that traditions hold society together. Fewer than half of Russians, however, say their generation cares a lot about preserving traditions, and they are most apt to worry that traditions are getting lost in a globalized world. Russians understand that it’s impossible to reap all the benefits of modernization without sacrificing some traditions—as a result, they’re questioning how to keep the traditional way of life alive. Across the board, Brazilian Millennials rate below average in their enthusiasm for tradition. Many in Brazil define tradition via their nuclear families. And in this very heterogeneous nation, culture is constantly evolving thanks to an openness to blending new elements into existing customs and traditions. 48
  • 49. TRADITIONS ENDURE FOR MOST (cont’d.) CASE STUDY: METERSBONWE, NATIONAL PRODUCT A mixed-media spot from Chinese apparel retailer Metersbonwe encourages youth to embrace both the nation’s traditional products and goods representative of the modern era. The commercial takes viewers for a ride in China’s iconic Red Flag limo along a timeline of famous products that have come out of China over the past century, reminding young consumers that the nation continues to create new emblematic products. The spot goes on to show some traditional Chinese figures remixed with modern culture on T-shirts, in video games and so on. China’s youth are encouraged to “Walk a different path” and “Copy the glory of the nation.” Image credits: Metersbonwe 49
  • 50. TRADITIONS WORTH SAVING APPENDIX: ADDITIONAL CHARTS FIGURE 3G: I’ll never let go… Percentage of BRIC Millennials who would want to keep each of the following aspects of tradition despite globalization Brazil Russia India China 69 43 86 Language 72 77% 71 Religious observations/ celebrations 83 64 58 48 78 Recipes 69% 58 47 Dance 47 59 56 70 44 61% 45 Sport 43 60 59 61 62 47% 46 73 Songs/music 49% 55 83 Stories/ folklore 61% 64 34 61% Dress 36 62 47% 52 50
  • 51. TRADITIONS WORTH SAVING (cont’d.) When it comes to specific aspects of culture and tradition that Millennials are concerned about preserving in the face of globalization, the basics of language and food are closest to the heart, especially among Chinese and Russian respondents. Indians stand out for their interest in preserving traditional dress. Russians vow to remain faithful to their religious observations and celebrations. And not surprisingly, Brazilians stand out for dedication to their national sport, with our planners making the argument that football is one of the few touchstones that unify all Brazilians. Indeed, among Brazilians and Indians, regional traditions are generally more important than national ones. 51
  • 52. TRADITIONS WORTH SAVING (cont’d.) CASE STUDY: MOHAN MUSIC PALACE, HARMONIUM LOVE BANNER In India, there’s a drive to maintain traditional values and customs as the nation becomes more globalized and adopts new practices—for instance, some youth have been learning to play Western instruments like the keyboard and guitar. Mohan Music Palace, a 70-year-old shop in New Delhi, sought to bring the joy of the traditional Indian harmonium into a modern context. A Web banner application turned any laptop into a harmonium via keyboard strokes and moving the screen. The initiative managed to use modern technology to reinforce the importance of maintaining tradition. Image credits: Mohan Music Palace 52
  • 53. BECAUSE SOCIETY SAYS NO APPENDIX: ADDITIONAL CHARTS FIGURE 3H: Cultural taboos Percentage of BRIC Millennials who believe society considers each of the following very or somewhat taboo Russia Brazil India China 67 35 88 Taking drugs 78% 69 28 59 Swearing 50 90 17 63 80 65 65% Public displays of affluence 39 36 45% 53 Wearing revealing clothing 58 43 25 64 62% 64 74 42% 38 31 64 42% 59 31 49 Gambling Living with your partner out of wedlock 58 63 Homosexuality 50% 44 49 Smoking cigarettes 54 41 44% Tattoos 36 49 41% 35 CHART CONTINUES 53
  • 54. BECAUSE SOCIETY SAYS NO (cont’d.) APPENDIX: ADDITIONAL CHARTS FIGURE 3H (cont’d.): Cultural taboos Percentage of BRIC Millennials who believe society considers each of the following very or somewhat taboo Russia Brazil India China 27 29 48 Drinking alcohol 39% 56 24 Marrying outside your race 21 53 A woman working outside the home 11 34 37% 65 Marrying outside your social class 31 15 13 49 29% A woman attending school 14 29 11 34 61 37% 16 A woman living on her own 17 13 44 10 17% 7 24 36 19% 8 39 20 Public displays of affection 30% 11 28 Sex before marriage 20 24% A woman using the Internet 7 34 17% 8 41 34 Piercings 50 36% 15 54
  • 55. BECAUSE SOCIETY SAYS NO (cont’d.) As cultures become more globalized, many longstanding social taboos are starting to weaken, but in some markets they persevere among a majority of people. Indians have many taboos around dating and sex, with clear majorities saying society considers it taboo to live with a partner out of wedlock, to engage in premarital sex and even to publicly display affection, all well above the BRIC average. Modesty also remains important, more so than in the other countries surveyed, with 64% of Indian Millennials saying it is taboo to wear revealing clothing. Given the importance of family among this cohort, it’s those taboos that don’t impact parents or the family structure that are most likely to fade away. In China and Russia, taking drugs is very much taboo. Homosexuality is still quite taboo in Russia, as recent demonstrations and global headlines have spotlighted. Although homosexuality was decriminalized in 1993, the government’s current campaign for “traditional family values” has spurred legislation that bans “propaganda” on nontraditional sexual relationships. This is “widely understood as an effort to suppress homosexuality and Russia’s fledgling gay rights movement,” as The New York Times reports. While urban centers are more tolerant and generally feature a visible LGBT nightlife scene, “Russia remains a country where discrimination and even violence against gay people are widely tolerated.” By contrast, the taboo has weakened considerably in China. Across the board, Brazilians seem to have few strict taboos. 55
  • 56. LIVING IN AN INTERCONNECTED WORLD APPENDIX: ADDITIONAL CHARTS FIGURE 3I: Benefits of globalization Percentage of BRIC Millennials who agree Brazil Russia India China 64 65 77 People are more alike around the world than they are different 75 72% I see myself as a global citizen first and a citizen of my homeland second 47 69 73 51 74 I appreciate the influence of other cultures on my country’s way of life 53 50 81 70% 76 I feel I have more in common with young people in other countries than I do with older people from my own country 58% I have friends from all over the world 41 64 52% 51 56 38 68 59% 74 56
  • 57. LIVING IN AN INTERCONNECTED WORLD (cont’d.) Having grown up in an interconnected world, BRIC Millennials feel connected to cultures around the globe. More than 7 in 10 agree that “People around the world are more alike than different,” while 6 in 10 say they have more in common with young people in other countries than older people at home. This feeling of connection is more than theoretical: Half our respondents (and as many as 64% of Indian Millennials) say they have friends from all over the world. As the BRICs play a larger role on the world stage, the influence of outside cultures becomes stronger at home—a trend that most Millennials embrace. Seven in 10 said they appreciate the influence of other cultures on their country’s way of life. Connecting with other cultures, however, doesn’t necessarily translate to a weakening of national identity. While around two-thirds of Indians and Brazilians say they see themselves as global citizens first and citizens of their homeland second, only about half of Chinese and Russian youth concur. Lacking a well-established pattern of studying, traveling and working abroad, Russians are the least connected to outside cultures. They are less likely than the other Millennials surveyed to have friends around the world and much less apt to feel significant commonalities with young people beyond their borders. They’re also much less enthusiastic about the influence of other cultures on their way of life. There is much discussion in Russia today regarding global influences on local culture. 57
  • 58. STRESS AND URBANIZATION Image credit: Eric.Parker 58
  • 59. LIVING A STRESSFUL LIFE APPENDIX: ADDITIONAL CHARTS FIGURE 4A: Stress factors Factors that contribute to stress among BRIC Millennials Brazil Russia India China 85 84 My finances 78 71 81% Pollution 63 75 77 81 78 79% 76 My family’s job security 69 78 76% 77 76 71 69 71% Difficulty achieving a work-life balance 62 72 70% 70 Family life 69% 70 65 70 The current state of the economy 69% 71 70 66 74% 69% 72 69 Crime in my community 70 72 72 74 75 My job 60 68 74 77 Traffic 71 76 Making the right life decisions 72% 80 82 Cost of living 74 60 73 75 57 69% Food safety 66 68% 70 79 CHART CONTINUES 59
  • 60. LIVING A STRESSFUL LIFE CHARTS APPENDIX: ADDITIONAL(cont’d.) FIGURE 4A (cont’d.): Stress factors Factors that contribute to stress among BRIC Millennials Brazil Russia India China 73 The highly competitive job market 51 77 61 68% 57 70 My current job security 67 73 72 68% 58 My country’s political situation 70 61 73 67% 58 Romantic relationships 71 65 63 52% 45 Retirement 39 53 46% 48 58 71 58 53 The threat of terrorism 53 59% 56 72 Noise 66% 65 62 Diet and health 37 64 67 54% 54 55 74 64 52 Nonromantic relationships 71 66 Social life 67% 51 67% Climate change 45 67 58% 67 60
  • 61. LIVING A STRESSFUL LIFE (cont’d.) Life is getting more stressful for Millennials, in line with one of our 10 Trends for 2013, the Super Stress Era: 53% say their stress level has increased over the past year. A wide range of factors is driving this stress, with economic concerns the most prominent. Indeed, even retirement—normally a worry that’s not pressing among young adults—was cited as a stress factor by close to half of Millennials (46%). Eight in 10 said their finances and the cost of living contribute to stress in their lives, and 7 in 10 are stressed about their family’s job security and the state of the economy. The highly competitive job market worries Millennials in Brazil, India and China, with more than 7 in 10 citing it as a stress factor, compared with half of Russians. One driver in China is the increase in college graduates, which is outpacing the rise in professional jobs. While a degree is becoming a prerequisite for a wide range of jobs, it’s no longer the differentiator it was just a few years ago. In India, many graduates are lacking the professional skills to be hired. Chinese Millennials stand out when it comes to concerns about pollution (80% cite it as a stress factor) and food safety (79%). With near-daily reports of food scandals and frequent stories about worsening pollution, Chinese Millennials feel both alarmed and powerless to change the situation. Chinese and Indian Millennials are notably concerned about climate change (67%). By contrast, Russians are more focused on factors that impact them personally on a day-to-day basis—job security, personal finances—while more abstract or longterm concerns, such as pollution, climate change and even political and economic issues, fall lower on the radar. 61
  • 62. LIVING A STRESSFUL LIFE (cont’d.) CASE STUDY: DONSTROY, “LUCKYLIKE” With apartments in Moscow among the most expensive in the world, the cost of living is one of the biggest stressors for Russian Millennials. And not surprisingly, real estate companies are increasingly unpopular. Real estate developer Donstroy tapped into these frustrations by creating a contest to win a free apartment in Moscow. A website, Luckylike, showed windows of 1 million virtual apartments; the winning apartment was hidden behind one of them. Players could click on a window, then make a “lucky like” via Facebook to enter. Each “like” carried a unique message about Donstroy in the news feed, and inviting friends to play granted participants additional attempts. The campaign earned the company about a million social media mentions. Image credits: Donstroy 62
  • 63. LIVING A STRESSFUL LIFE (cont’d.) CASE STUDY: FORD, ECOSPORT Ford’s EcoSport adopted a straightforward approach to openly address Chinese Millennials’ social and economic anxieties. In an online video, a young man talks honestly about his pressure from family and work, and his anxiety over being “short of money.” He mocks the aspirational attitude of most youth brands, stating simply that his “dream” car is one that balances the expectations of his parents, girlfriend and boss, on a budget. Rather than promising a far-fetched dream, a common approach in China’s car market, the campaign acknowledges the target consumer’s imperfect reality and positions the small SUV as a pragmatic solution. Image credits: Ford 63
  • 64. LIVING A STRESSFUL LIFE (cont’d.) CASE STUDY: KUONI, “PAPER PLANE” Indian travel agency Kuoni addresses Millennials’ concern about achieving work-life balance in a competitive job market with a TV spot that shows an excited boy preparing for a holiday. He looks over photos from previous trips, packs his suitcase, poses in the mirror with aviator sunglasses and a scarf, and so on. The next morning, he runs into what looks to be his parents’ office, but viewers soon learn the boy is actually an adult employee—the happy kid we saw was his inner child. His boss says an important meeting may take place soon and asks if the guy has to take his holiday now. The man stands firm, responding, “Yes, sir, I have to.” On-screen text reads, “Don’t let your holiday spirit die.” Image credits: Kuoni 64
  • 65. LIVING A STRESSFUL LIFE (cont’d.) CASE STUDY: CAFÉ COFFEE DAY, “SIT DOWN” Responding to the highly stressed lives of its Millennial customers, India’s largest café chain, Café Coffee Day, launched a campaign based around its role as a youth hangout spot. The message was simple: “Sit down.” People were encouraged to take their time, connect face-to-face with friends and also share those experiences online. The chain was positioned as a place where great things happen because customers can sit and relax. Image credits: Café Coffee Day 65
  • 66. THE DOUBLE-EDGED SWORD OF THE APPENDIX: ADDITIONAL CHARTS CITY FIGURE 4B: FIGURE 4C: The perks of living in a city The ills of urbanization Percentage of BRIC Millennials who agree Percentage of BRIC Millennials who agree Brazil Russia India China Brazil Russia India 88 91 Life in cities offers much more opportunity 88 73 90% Life was easier when people lived in smaller towns all together 71 85 83 79 86 87 87% 84 Life seems unhealthy in cities 77 90 81 91 80 76% 65 68 85 I like the freedom that comes with living in the city 77% 80 92 Living in a city vastly expanded my worldview China 85% Urbanization has had a negative impact on family relationships 57 72 63% 52 66
  • 67. THE DOUBLE-EDGED SWORD OF THE CITY (cont’d.) A key consequence of the booming growth that BRIC markets have experienced is rapid urbanization and the expansion of cities. Millennials see both the pros and the cons of city life. On the positive side, wide majorities say they like the freedom that comes with city living (especially Indians), believe that city living has vastly expanded their worldview, and generally regard cities as centers of opportunity. In India, migrating to cities is an aspiration for young people and seen as the means to upward mobility. On the negative side, more than three-quarters of Millennials believe life was easier in small towns when families lived together and feel that city living seems unhealthy. Some 63% also acknowledge that urbanization has had a negative impact on family relationships, a downside that resonates most among Indians. In China, where cities are regarded as laden with opportunity, migrants from small towns face social pressure to succeed from those back home—and Chinese respondents rank above average in saying that life was easier when people lived in smaller towns. A resourceful cohort, Millennials frequently take it upon themselves to improve urban life. In Rio de Janeiro and São Paulo, for example, young Brazilians are spearheading vertical gardening projects to help reduce noise, curb global warming and even grow food. 67
  • 68. THE DOUBLE-EDGED SWORD OF THE CITY (cont’d.) CASE STUDY: CREDITEASE, “BELIEVE IN YOURSELF, BELIEVE IN LOVE” In a spot for CreditEase, a young couple arrives at his parents’ rural home for Chinese New Year. The elderly mother dotes on her daughter-in-law, making sure she’s warm when the power goes out, giving her meat from her own plate and bonding over a heart-to-heart conversation. The son says they won’t be able to visit again for Chinese New Year because he has to work overtime in the city. When the spot flashes forward to the next celebration, with the families eating in their respective homes, viewers can’t help but feel sad that the two generations aren’t together. But the daughter-in-law pulls out a booklet outlining CreditEase’s services and suggests they can buy a bigger home that will accommodate the parents. The spot concludes with the line, “Managing your finances and your happiness comes naturally.” Image credits: CreditEase 68
  • 69. THE DOUBLE-EDGED SWORD OF THE CITY (cont’d.) CASE STUDY: THE NORTH FACE, “GO WILD” For white-collar workers in Chinese megacities, the drive to succeed has led to intense pressure, long working hours and the type of sedentary day jobs that can be spiritually suffocating. A campaign from outdoor brand The North Face urged people to escape to nature—if only for a weekend. Set to racing drums, a humorous manifesto spot includes scenes of a man smashing an alarm clock and an office worker shoving files into the arms of a colleague before strolling out. As the commercial spotlights various urban stressors, the drums and voiceover climb to a crescendo; then, finally, a cut to scenes of nature and the sound of a deep exhale. “Your life deserves another possibility,” the voiceover says. “To discover. To release. To gain. Go wild.” Image credits: The North Face 69
  • 70. CHANGING GENDER ROLES Image credit: Lokibaho 70
  • 71. GENDER EQUALITY WITHIN REACH APPENDIX: ADDITIONAL CHARTS FIGURE 5A: FIGURE 5B: Gender equality at work and at home Gender equality at work and at home Percentage of Brazilian Millennials who agree Percentage of Russian Millennials who agree Male Female Male A woman has the right to choose whether she wants to be a housewife or have a career 87 I don’t see anything wrong with women working outside the home full time 86 I don’t see anything wrong with men taking on jobs that were once dominated by women or vice versa 84 I think men and women are treated equally in the workplace 97 93 94 My significant other and I split household chores evenly 65 89 89 77 72 A woman has the right to choose whether she wants to be a housewife or have a career 90 92 I don’t see anything wrong with women working outside the home full time I don’t see anything wrong with men taking on jobs that were once dominated by women or vice versa 84 87 72 82 I think men and women are treated equally in the workplace 71 Men and women are pretty equal today; in general, no one has it better than the other Female 85 88 Men and women are pretty equal today; in general, no one has it better than the other My significant other and I split household chores evenly 87 82 80 69 71
  • 72. GENDER EQUALITY WITHIN REACH APPENDIX: ADDITIONAL CHARTS(cont’d.) FIGURE 5C: FIGURE 5D: Gender equality at work and at home Gender equality at work and at home Percentage of Indian Millennials who agree Percentage of Chinese Millennials who agree Male Female Male A woman has the right to choose whether she wants to be a housewife or have a career 87 87 I don’t see anything wrong with women working outside the home full time 85 88 I don’t see anything wrong with men taking on jobs that were once dominated by women or vice versa I think men and women are treated equally in the workplace Men and women are pretty equal today; in general, no one has it better than the other My significant other and I split household chores evenly 88 86 A woman has the right to choose whether she wants to be a housewife or have a career 93 I don’t see anything wrong with women working outside the home full time 91 74 88 86 82 80 96 97 I don’t see anything wrong with men taking on jobs that were once dominated by women or vice versa I think men and women are treated equally in the workplace 77 Female Men and women are pretty equal today; in general, no one has it better than the other My significant other and I split household chores evenly 88 95 72 54 85 83 86 91 72
  • 73. GENDER EQUALITY WITHIN REACH (cont’d.) A wide majority (86%) of BRIC Millennials believe men and women are basically equal today and that, in general, neither has it better than the other. And men and women are on par when it comes to managing household responsibilities, with 8 in 10 saying they split chores evenly with their significant other. Still, there is some disconnect between the sexes, especially in regard to workplace equality. Across all four markets, 76% of Millennial men vs. 70% of women believe the genders are treated equally in the workplace. There’s a similar gender gap when it comes to support for women working full-time outside the home, with 87% of Millennial men and 92% of Millennial women finding it acceptable. While 9 in 10 Millennial women don’t see anything wrong with men taking on jobs once dominated by women or vice versa, fewer men (83%) feel the same In China, where a low 54% of Millennial women believe women and men get equal treatment at work, the conversation has centered around the glass ceiling and the hurdles women face in getting to the top. In Brazil, workplace rights for women were only added to the constitution in 1988; today, some 65% of women feel that there’s workplace equality. A high of 97% of Brazilian women say a woman has the right to choose between being a housewife or a career woman. Millennials in Brazil saw their mothers grappling with the choice, in a culture that had a cavalier attitude toward sexual harassment. Today, the conversation around gender equality is front and center and entering into law. In Russia, there’s an 11-point gap between men who believe they split household chores evenly with their partner (80%) and women who believe this (69%). Russian men are the least likely to accept the idea of men doing traditionally female work and vice versa (72%). Russia—as well as the other markets surveyed—has long had a patriarchal culture. For decades, Russian women had many more household responsibilities than men, although it’s commonplace for Russian women to work outside the home. While working women have been making strides in gaining equal rights and opportunities in a number of industries, and the gender gap has been narrowing, Russia lacks a strong cultural or political drive to promote gender equality and other human rights issues. 73
  • 74. GENDER EQUALITY WITHIN REACH (cont’d.) CASE STUDY: TATA TEA, “SMALL BEGINNING” In India, a spot for Tata Tea takes the stance of not just putting women on par with men but ahead. Bollywood icon Shah Rukh Khan walks the walk by pledging to feature female co-stars ahead of his name in the title credits. Khan is seen being interviewed by a young journalist, telling her women shouldn’t be equal to men—rather, they should be ahead in every field, mentioning education, medicine, politics, engineering and media. The journalist counters that male film stars are always billed before female counterparts. Khan calls for a retake of the shot and announces that from now on, he’ll get second billing to his female stars. A voiceover says, “For a big change, everyone must make a small start,” and Khan concludes, “We have more to do. Ahead.” Image credits: Tata Tea 74
  • 75. CHANGING GENDER ROLES Globally, gender is becoming more fluid as women rise in the workplace and men get more involved at home—a trend that looks familiar to BRIC Millennials. Close to 9 in 10 say gender is more flexible than it has been in the past and believe that gender doesn’t define a person as much as it used to. FIGURE 5E: Gender redefined Percentage of BRIC Millennials who agree Male Female BRAZIL INDIA Gender is more flexible than it has been in the past 85 Gender doesn’t define a person as much as it used to 86 88 92 RUSSIA 87 Gender doesn’t define a person as much as it used to 87 88 85 CHINA 86 Gender is more flexible than it has been in the past Gender doesn’t define a person as much as it used to Gender is more flexible than it has been in the past 92 79 84 Gender is more flexible than it has been in the past 85 Gender doesn’t define a person as much as it used to 86 92 93 75
  • 76. CHANGING GENDER ROLES (cont’d.) CASE STUDY: HERO MOTOCORP “WHY SHOULD BOYS HAVE ALL THE FUN?” , Many Indian Millennials—both male and female—have embraced gender equality. But most Indian families still believe young women are better off at home after sunset, in part because of the assumption that they’re not safe. Hero MotoCorp aimed to break down this notion with advertising for its female-targeted scooter brand Pleasure. A TV commercial opens with a free-spirited, confident young woman about to take off on her bike at night when her young male neighbor says her father won’t be happy seeing her step out so late. She dismisses him and is soon joined by friends on their bikes. The spot ends with her dancing at a party along with her father and the line, “Why should boys have all the fun?” Hero MotoCorp taps into a relevant social issue that hampers women but without hurting the sentiments of the older generation. Image credits: Hero MotoCorp 76
  • 77. RELATIONSHIPS, RELIGION AND SOCIETY Image credit: adl21 77
  • 78. EXTENDING ADDITIONAL YEARS APPENDIX: THEIR SINGLE CHARTS FIGURE 6A: Marriage Optional? Percentage of BRIC Millennials who agree Brazil Russia India China 79 Marriage should be celebrated; it’s still an important societal institution 80 83% 83 90 76 72 I’m in no rush to get married 75% 73 77 My parents were married by the time they were my age and expect me to get married soon 51 76 67 63% 64 61 I’m comfortable with the idea of not getting married 66 58 46 58% 55 I feel my biological clock ticking, but I’m not ready to settle down and get hitched* 41 63 I think it’s preferable to be in a long-term, committed relationship without being married 56% 40 49 59 57 53 33 56% 38 Marriage is an antiquated institution 53 62 41% 27 44 36 35 65 47% 36 There are no good men out there to marry* 42 48 38% 30 54 37 53 29 42% 37 63 There is no real difference between being in a longterm, committed relationship and being married Getting married prevents people from living the life they want to live 40 I would be willing to pursue parenthood without a spouse 39 44% 35 There are no good women out there to marry** 47 38% 28 *Asked only of women **Asked only of men 78
  • 79. EXTENDING THEIR SINGLE YEARS (cont’d.) While marriage is still valued among many young people in the BRIC markets, this cohort doesn’t necessarily see it as essential, especially in the near future. Almost 6 in 10 are comfortable with the idea of not getting married, and 56% believe there’s no real difference between a long-term, committed relationship and marriage. More than 4 in 10 are open to pursuing parenthood without a spouse. And as many as three-quarters say they’re in no rush to tie the knot. Millennial men across all markets are especially tepid on marriage. In some instances, there’s a substantial gap in mindset between the genders: For instance, 50% of the men surveyed believe a long-term, committed relationship is preferable to marriage, compared with 38% of women. (See Appendix, Figures 6F-I.) With many Millennials extending their single years, there’s evidence of generational conflict—63% of Millennials say they’re at an age when their parents were already married, and they’re expected to get married soon. More than three-quarters of Russian Millennials agreed with this statement. Although Millennials aren’t making marriage a top priority, only a minority (4 in 10) believe marriage is an antiquated concept. And 83% say it should be celebrated as an important social institution. This is especially true among Chinese Millennials (90%). In India, marriage is big and fashionable, and most Millennials look forward to this hallmark—at the same time, however, a majority say marriage is an antiquated institution and feel reluctant to give up their individual pursuits for new responsibilities (almost two-thirds believe marriage prevents people from living the life they want to live). 79
  • 80. FRIENDS AS ADDITIONAL CHARTS APPENDIX: FAMILY FIGURE 6B: Relationships with friends Percentage of BRIC Millennials who agree Brazil Russia India China 76 My generation has a closer relationship with friends than my parents’ generation 47 82 67% 63 46 49 My friends are my main support system 70 With young people moving to cities and living together on their own, and as nuclear families become less close knit, friends are the new family. Many Millennials believe they have a closer relationship with friends than their parents’ generation (67% say as much), especially in Brazil and India. Similarly, Brazilian and Indian youth are far more likely than Russian and Chinese Millennials to say their friends have become a surrogate family. Indian Millennials are the most likely to see their friends as their main support system (70%, compared with an overall average of 57%). 57% 59 64 32 My friends have become a surrogate family for me 65 46% 21 80
  • 81. RELIGION AND YOUNG PEOPLE APPENDIX: ADDITIONAL CHARTS FIGURE 6C: Religion today Percentage of BRIC Millennials who agree Brazil Russia India China 67 56 79 I would say I am more “spiritual” than religious 77 77% 70 I believe in religion but I do not actively practice 71 83 47 63 48 78 I practice the same religion as my family 83 68% 51 I don’t really practice any specific religion 66 52 73 53 82 67% Religious ideologies have done the world more harm than good 52 65 52% 36 57 57 I think religion has lost its relevance today 54% 52 45 I value religion for its ability to build community 62% 41 56 71 77 65% I’ve converted to a different religion 14 37 31% 34 81
  • 82. RELIGION AND YOUNG PEOPLE (cont’d.) Of all the BRIC markets, Indian Millennials are the most religious. Religion remains a key part of the Indian identity, helping to define who these young people are and dictating whom they will marry. While 7 in 10 claim they don’t actively practice a religion, most young Indians carry the same faith as their parents (83%, notably higher than the overall average of 68%). Indians are also the most likely to value religion for its ability to build community (82% vs. an overall average of 67%). Conversely, Chinese Millennials are the most likely to say they don’t really practice any specific religion (66% compared with an overall average of 54%) and to identify as “spiritual” more than religious (83% vs. an overall average of 77%). In Russia, where the government promotes and defends its ideas via the Russian Orthodox Church, Millennials mostly demonstrate independent views. 82
  • 83. RACE RELATIONS APPENDIX: ADDITIONAL CHARTS FIGURE 6D: A raceless generation Percentage of BRIC Millennials who agree Brazil Russia India China 90 My generation is accepting of people from different racial backgrounds 81 84 86 86% 64 I would date outside my race 74% 69 90 77 88 I think race matters much less now than it did in the past 74 88 82% 81 I would marry outside my race 56 86 I wish I had more friends who have different racial backgrounds than me 74% 67 70 86 69 89 81% 78 91 I have friends who have different racial backgrounds than me 55 81 72% 65 84 I view race differently than my parents’ generation does 65 80 76% 76 83
  • 84. RACE RELATIONS (cont’d.) BRIC Millennials regard their generation as one that’s accepting of racial differences, setting themselves apart from their parents on this issue. For this cohort, race seems to matter significantly less than it did in the past. Seven in 10 Millennials report having friends of different racial backgrounds, and a higher percentage (81%) say they wish they had more racially diverse friends. Beyond friendship, three-quarters would date or marry outside their race. Millennials in Brazil, the most racially mixed country in the BRIC group, are most open to interracial relationships. In India, where caste is the chief social differentiator, social acceptance of inter-caste marriage is slowly rising. 84
  • 85. LGBT ISSUES APPENDIX: ADDITIONAL CHARTS FIGURE 6E: Lesbian, gay, bisexual and transgender issues Percentage of BRIC Millennials who agree Brazil Russia India China 91 People are exploring their sexuality more than in the past 87 80 82 85% 44 I know people who are openly gay/lesbian 83 39 70 59 Being gay/lesbian isn’t really a big deal anymore 63 62% 60 53% 48 58 I’m comfortable with the idea of homosexuality 36 52% 50 59 64 I think same sex couples have the right to be married 32 54% 55 67 85
  • 86. LGBT ISSUES (cont’d.) When it comes to homosexuality, Brazilian Millennials are the most open and accepting: 70% feel that being gay or lesbian isn’t really a big deal anymore compared with the overall average of 62%. And while just over half of all BRIC Millennials report feeling comfortable with the idea of homosexuality, 63% of Brazilians say they are comfortable with it. Familiarity helps to breed comfort: Brazilians are much more likely to know openly gay or lesbian people: 82% compared with an overall average of 53%. When it comes to same-sex marriage, Millennials in Brazil (where gay marriage is legal) and China are most supportive. Indeed, these cohorts are both twice as likely to support gay marriage as Russians, with only 32% of this cohort in favor of the idea. (For more on the topic of homosexuality in Russia, see page 55.) 86
  • 87. LGBT ISSUES (cont’d.) CASE STUDY: FASTRACK, “THE CLOSET” In our survey, slightly fewer than half of young Indians said they know people who are openly gay or lesbian. Most of India’s gay community is too scared to come out of the closet—homosexual intercourse was considered a criminal offense as recently as 2009, and the subject itself is taboo in Indian society. But attitudes are changing, with more depictions of homosexuality in both movies and media. Youth watches and accessories brand Fastrack urges its Millennial consumers to “come out of the closet” with a suggestive commercial that shows a young woman emerging from one side of a hot pink wardrobe, followed by a second woman exiting from the other door. The brand gives a push to this generation to stop accepting societal shackles and display their individuality with pride. Image credits: Fastrack 87
  • 89. HEAL THE WORLD APPENDIX: ADDITIONAL CHARTS FIGURE 7A: For the greater good Percentage of BRIC Millennials who agree Brazil Russia India China 90 It’s important to leave a legacy of goodwill 90 82 88% 91 I feel it’s my responsibility to make the world a better place for future generations 88 82 84 86% 89 My generation tends to care more about improving the world than other generations People my age are thinking less about “me” and more about what “we” can do together to address global issues 75 40 69% 80 83 58 50 68% 73 90 90 There’s a need to balance out inequalities around the world 81 83 84% 84 89
  • 90. HEAL THE WORLD (cont’d.) Most BRIC Millennials believe they must leave a legacy of goodwill and help forge a better world for future generations. They also acknowledge a need to address inequalities around the globe, with Brazilians most inclined to agree. When it comes to collective action aimed at serving the greater good, close to 8 in 10 Millennials in Brazil, India and China believe they care more about improving the world than other generations. And a majority in these three markets believe their peers are focused less on themselves and more on what they can do together to address global issues; Chinese respondents over-index here, with 9 in 10 believing this is true. Russia is a notable exception, with these Millennials not nearly as inclined as others to see their generation as one that’s uniquely focused on collective ways to improve the world. Less dependent on the state and social programs than previous generations, young Russians feel as though they’ve been left in charge of taking care of all their own needs. As a result, their paradigm is more “me” than “we,” a contrast with previous generations inspired by Soviet collectivist ideas. 90
  • 91. DIY ACTIVISM FIGURE 7B: Civic activism Percentage of BRIC Millennials who agree Brazil Russia India China 92 We have the communication tools in our hands to make a difference in the world 75 87 85% 86 79 My generation isn’t afraid to take up a cause and “do-itourselves” if higher powers fail to act quickly/adequately 61 81 75% 78 77 Liking a cause on a social network does not count as taking real action 43 68% 71 81 Today’s young adults feel empowered to bring about change. Eight in 10 Millennials in Brazil, India and China say their generation isn’t afraid to take up a cause and “do it ourselves” if the establishment doesn’t act quickly or adequately. Empowered by technology, this cohort (and especially young Brazilians) widely believes they have the communication tools to make a difference. At the same time, most young Brazilians, Indians and Chinese reject “slacktivism,” believing that “liking” a cause doesn’t equate with real action. Russians stand apart here—they are significantly less likely to believe they can bring about dramatic change in their nation, especially after recent opposition attempts. In addition to technology, economic growth is helping to drive awareness and action in these markets. One of our Indian planners points out: “This generation is the most confident, opinionated, resourced with money, technology and optimism, which drives them towards social activism. They aren’t struggling like their parents—they have the time and resources, so they take up issues.” 91
  • 92. DIY ACTIVISM (cont’d.) CASE STUDY: ONCE AGAIN, “TAGGING DRIVE” Once Again, a Bangalore-based charity, sought to turn donating from a boring chore into a fun activity for a generation that seeks to improve the lives of others. To encourage Indians to donate used goods, Facebook users could cull through friends’ old photos and tag worn-out items as “Once Again.” The tags drove people to the charity’s Facebook page, where they saw a reminder that “Someone, somewhere needs your old stuff more than you.” This modern donation drive resulted in more than 50,000 items handed over to Once Again. Image credits: Once Again 92
  • 93. SOCIAL MEDIA Image credit: World Bank Photo Collection 93
  • 94. BROADCASTING THE CURATED SELF APPENDIX: ADDITIONAL CHARTS FIGURE 8A: Social media and self-image Percentage of BRIC Millennials who agree Brazil Russia India China 74 It’s important that my social media profile conveys a certain image of me 44 80 66% 64 Because of social networks, I have become more self-aware of the image I put out both online and offline Because any photo can be automatically uploaded to social networks, I’ve become more concerned about always looking my best in case those “photo opportunities” arise 63 33 76 60% 68 I have gone somewhere or done something based on how cool it would sound to my online social network If I post something on Facebook and it’s not shared, liked or commented on, I tend to feel bad about myself 46 19 66 48% 59 41 20 58 43% 51 59 41 67 57% 62 Thanks to social media, many in this generation have developed a hyper-self-awareness, a sophisticated ability to craft a public image and an unprecedented dependence on peer validation. In the BRIC markets, this trend is most evident in India, followed by China and then Brazil. In Russia, only a minority of Millennials feel similarly affected by social media. 94
  • 95. SOCIAL MEDIA-DRIVEN FOMO APPENDIX: ADDITIONAL CHARTS FIGURE 8B: Life in overdrive Percentage of BRIC Millennials who agree Brazil Russia I get uneasy/ nervous when I learn through social media that some of my friends or peers are doing something I’m not China 58 I am overwhelmed by the amount of information I need to digest to stay up to speed Any fear of missing out (on special events, new products, etc.) I have has been amplified by social media India 56 72 60% 53 48 21 69 48% 51 49 29 62 49% 56 45 I often squeeze myself too thin for fear of missing out 25 61 46% 53 95
  • 96. SOCIAL MEDIA-DRIVEN FOMO (cont’d.) Across markets and generations, social media is driving an uneasy and sometimes all-consuming fear of missing out. Consumers fear that their peers are in the know about, doing or in possession of more or something better than them. In the BRIC markets, Indian Millennials are again the most affected by this trend, followed by Chinese and then Brazilian respondents. FOMO is far less prevalent among Russian Millennials. 75% FEEL PEOPLE USE SOCIAL MEDIA TO BRAG ABOUT THEIR LIVES 51% SAY SITES LIKE FACEBOOK BRING OUT THE STALKER IN THEM 96
  • 97. SOCIAL MEDIA-DRIVEN FOMO (cont’d.) CASE STUDY: FIAT, “SOCIAL DRIVE” Brazilian Internet users are highly engaged with social networks, and almost 6 in 10 Brazilian Millennials in our sample agreed they are overwhelmed by the amount of information they need to digest to stay up to speed. Last year, Fiat added a feature to its Punto line that lets drivers safely check their networks while on the road. Social Drive syncs with Bluetooth-enabled phones, with drivers able to use voice commands to hear text-to-speech updates on the friends they’re most interested in keeping tabs on. In the first month that Social Drive was on the market, sales increased by 96% over the previous month. Image credits: Fiat 97
  • 98. SHARE NO MORE APPENDIX: ADDITIONAL CHARTS FIGURE 8C: Sharer’s remorse Percentage of BRIC Millennials who agree Brazil Russia India 62 It’s strange to be able to see my entire social history in one place online (e.g., Facebook Timeline) 45 74 60% 56 China The radical transparency that social media helps to enable has driven some remorse and resistance among the generation that has most enthusiastically embraced the urge to share online. With Indian Millennials the most caught up in social media among BRIC’s youth, they are also the most apt to second-guess their relationship with social media. Conversely, Russians are least caught up in social media and are least apt to feel sharers’ remorse. 59 Sometimes I feel like my life is overly documented 42 60 53% 52 I hate that I can never “live down” embarrassing moments in my life because they seem to live on forever online 53 37 64 50% 42 98
  • 100. APPENDIX: ADDITIONAL CHARTS APPENDIX:ADDITIONAL CHARTS FIGURE 6F: Marriage Optional? Percentage of Brazilian Millennials who agree Male Female Marriage should be celebrated; it’s still an important societal institution 79 79 78 I’m in no rush to get married My parents were married by the time they were my age and expect me to get married soon I’m comfortable with the idea of not getting married I feel my biological clock ticking, but I’m not ready to settle down and get hitched* There is no real difference between being in a long-term, committed relationship and being married 74 54 Getting married prevents people from living the life they want to live 52 35 I think it’s preferable to be in a long-term, committed relationship without being married 59 49 40 I would be willing to pursue parenthood without a spouse 46 61 62 Marriage is an antiquated institution There are no good men out there to marry* 55 65 There are no good women out there to marry** 40 40 25 36 39 60 *Asked only of women **Asked only of men 100
  • 101. APPENDIX: ADDITIONAL CHARTS APPENDIX:ADDITIONAL CHARTS FIGURE 6G: Marriage Optional? Percentage of Russian Millennials who agree Male Female Marriage should be celebrated; it’s still an important societal institution 75 84 77 I’m in no rush to get married 67 My parents were married by the time they were my age and expect me to get married soon 72 I’m comfortable with the idea of not getting married 70 I feel my biological clock ticking, but I’m not ready to settle down and get hitched* There is no real difference between being in a long-term, committed relationship and being married 80 63 Getting married prevents people from living the life they want to live I think it’s preferable to be in a long-term, committed relationship without being married I would be willing to pursue parenthood without a spouse Marriage is an antiquated institution There are no good men out there to marry* 41 There are no good women out there to marry** 46 26 46 31 38 42 43 35 36 35 62 53 *Asked only of women **Asked only of men 101
  • 102. APPENDIX: ADDITIONAL CHARTS APPENDIX:ADDITIONAL CHARTS FIGURE 6H: Marriage Optional? Percentage of Indian Millennials who agree Male Female Marriage should be celebrated; it’s still an important societal institution 83 83 74 I’m in no rush to get married 72 My parents were married by the time they were my age and expect me to get married soon 64 70 58 I’m comfortable with the idea of not getting married 58 I think it’s preferable to be in a long-term, committed relationship without being married I would be willing to pursue parenthood without a spouse 67 63 61 46 56 44 63 Marriage is an antiquated institution 60 63 There are no good men out there to marry* 48 There are no good women out there to marry** I feel my biological clock ticking, but I’m not ready to settle down and get hitched* There is no real difference between being in a long-term, committed relationship and being married Getting married prevents people from living the life they want to live 47 59 48 *Asked only of women **Asked only of men 102
  • 103. APPENDIX: ADDITIONAL CHARTS APPENDIX:ADDITIONAL CHARTS FIGURE 6I: Marriage Optional? Percentage of Chinese Millennials who agree Male Female Marriage should be celebrated; it’s still an important societal institution 90 91 79 I’m in no rush to get married 75 My parents were married by the time they were my age and expect me to get married soon I’m comfortable with the idea of not getting married 73 57 41 There is no real difference between being in a long-term, committed relationship and being married I think it’s preferable to be in a long-term, committed relationship without being married I would be willing to pursue parenthood without a spouse Marriage is an antiquated institution 50 I feel my biological clock ticking, but I’m not ready to settle down and get hitched* Getting married prevents people from living the life they want to live 45 39 34 25 43 31 31 24 There are no good men out there to marry* 30 There are no good women out there to marry** 59 28 55 51 *Asked only of women **Asked only of men 103
  • 104. THANK YOU MEET THE BRIC MILLENNIALS Cover Credits: 1. Andrey Slepchenko 2. Bhaskar Thakur 3. iPandastudio 4. Andrey Slepchenko 5. Juliana Maaz; Luiza Madeira 6. bo1982 7. Bhaskar Thakur 1 4 5 6 7 Marian Berelowitz Ann M. Mack Trends strategist 3 Ann M. Mack Director of trendspotting 2 Jessica Vaughn Editor www.jwt.com | @JWT_Worldwide www.jwtintelligence.com | @JWTIntelligence www.anxietyindex.com | @AnxietyIndex CONTACT Written by 466 Lexington Avenue New York, NY 10017 Nicholas Ayala Contributors Robert Esnard Jenny Lo Juliana Maaz Luiza Madeira Andrey Slepchenko Bhaskar Thakur SONAR™ Elizabeth Burns Karen Montecuollo Design Peter Mullaney 212-210-7378 ann.mack@jwt.com @annmmack Jessica Vaughn jessica.vaughn@jwt.com @jess_vaughn © 2013 J. Walter Thompson Company. All Rights Reserved. JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, KimberlyClark, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide. JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundant information and constant innovation—finding quality amid the quantity. We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of multinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care.