CB Youth 20 Somethings Presentation Final

The 20 something’s…

They’ve just spent the best part of 20 years living with their parents and
educating themselves in preparation for their entry into the ‘real world’.

During their time in their 20s many New Zealanders will graduate from
University and have to get their first ‘real’ job, start contemplating
marriage and children, come to terms with new responsibilities and
many will realise the real world is tougher, more competitive and less
forgiving than they had imagined.

Needless to say, a lot of change goes on in these 10 years – which
makes this such a fascinating topic to research.

© Colmar Brunton 2010 2

The 20 something’s…

The current breed of 20 something's were born between 1982, the year
Michael Jackson released Thriller, and 1991 the final year the first Gulf
War.

This generation was brought up in a dynamic and ever changing world
with the widespread proliferation of new media, the dissolution of the
Soviet Union, Dolly the Sheep, The Fresh Prince of Bel-Air, Mariah
Carey, Nirvana, Super Mario Brothers and Chernobyl.

So with this background, what is important to this current group of 20
something’s? What can we learn from them? How can we reach them?
Are there any sub currents running through this age group? CB Youth
thought we’d have a look…


…but first, housekeeping

Project was in field between
SAMPLE
18th January and 1st February
493 Interviews
2011
52% Female / 48% Male
Average length respondents
All Aged 20 – 29
took to complete was 12
(40% 20 – 24 / 60% 25 – 29)
minutes

Methodology
Survey completed online
Respondents incentivised
with the FlyBuys reward
system


For our 20 something’s being rewarded in the work place, be it by being
given a pay rise or simply by being complimented at work, is enjoyed more
so than sporting victories. Professional endorsement is far more important
for young women than young men.
Not Fussed Like it Love it

6.1
Getting paid

5.9 6.3

Getting a
5.2
compliment
at work
4.9 5.5

Getting a pay
6.3
rise

Winning when you
4.7
play sport

Watching your
3.9
favourite
sports team win
3.5 4.4

Base: New Zealanders aged 20-29 years old (n=493); Males (n=236); Females (n=257) © Colmar Brunton 2010 5

First dates and partying are more of a younger 20’s thing than the older
twenties, maybe suggesting maturity levels changing in the mid to late
twenties.


Having sex 5.8

Those in full time study
enjoy getting out of class
and going on a first date
significantly more, so do
our ethnic minorities
Going on a 3.1
first date
Partying rated significantly
higher amongst our 20-24yo
respondents

Partying 4.0

Meeting up
5.6
with
friends
5.3 5.9


Females being more home bodies is evident in these questions, which
combined with their professional drivers and stronger love for positive
affirmation may suggest that young Kiwi females are working harder at
achieving a work life balance than young males.


5.7
Relaxing
at home
5.5 6.0
Significantly higher amongst
Maori and Pacific Islanders

Seeing Mum 5.0
/Dad

4.6 5.5

Playing with
younger 4.1
family
members
3.8 4.5

Base: New Zealanders aged 20-29 years old (n=493); Males (n=236); Females (n=257)

Top 5 ‘love’ moments of 20 something's….

Getting a pay
6.3
rise

6.1
Getting paid

Having sex 5.8

Relaxing 5.7
at home

Meeting up
5.6
with
friends

Kiwi 20 something's rank getting financially rewarded for work better
than sex, in fact chilling on the couch is just as good
Base: New Zealanders aged 20-29 years old (n=493); Males (n=236); Females (n=257)

Making the effort to do the right thing…

Some research suggests that youth care about a raft of
social issues such as the
environment, government, community, family etc.

The following questions ask HOW much they care. Do
they actively participate and make an effort or do they
just care when asked.

We’ve tried to look beyond the attitude and examine
the behaviour.

Base: New Zealanders aged 20-29 years old (n=493) © Colmar Brunton 2010 9

One third of our respondents stated they consciously change their
behaviour to do whatever they can for the environment!

The Environment
64%

Significantly higher
33% amongst South
Islanders (excluding
CHC) (12%)

4%

I care a lot and I do the basics like I don’t think about
consciously change recycle but ultimately it, it’s not a topic I’m
my behaviour to do I don’t go out of my concerned about
whatever I can way to change my
behaviour


Males and ethnic minorities are more actively engaged in government and
politics than females

Government and Politics
67%
59%
51%

amongst ethnic
minorities (44%) 33%

23%
18% 16% 19%
14%

I care a lot and actively I vote and listen to current I’m not bothered, I
try to understand policies affairs but I’m not going wouldn’t be concerned
and what’s going on out of my way to find out about not voting

Total
Males
Significantly higher than total at 95%
Females
Significantly lower than total at 95%


Local government and councils don’t actively engage the 20s something’s!
This is even worse in Wellington of all places!

Local Government and Councils
55%

33%
amongst ethnic
minorities (29%)

12% Significantly higher
amongst
Wellingtonians (48%)

I care a lot and I vote and read about I’m not bothered, I did
actively try to local issues but I’m not not vote in the last
understand policies going out of my way local govt elections
and what’s going on to find out


The 20 something's are hospitable but do not actively get to know their
neighbours. Regional influences play a large part in this equation with South
Islanders more likely to be actively involved with their community's and
Wellingtonians not bothered

Community
68%

Significantly higher Significantly higher
amongst South amongst
Islanders (excluding Wellingtonians (48%)
CHC) (33%)
20%
11%

I always make an effort to I say hello to my I don’t know my
get to know my neighbours but don’t neighbours and I’m cool
neighbours and feel part know them and I don’t go with that
of the local community out of my way to get
involved in community
events


7 in 10 of our 20 something's put their family first, this is primarily driven by
young females…check out the males, 41% of whom admit to ‘rather being
doing my own thing”

Family Significantly higher
amongst those with
80% higher incomes ($60-
$80K) (46%)
69%

57%

41%
30%
19%

1% 2% 1%

I regularly visit and make I like seeing my family but I put in very little effort, I
contact with my family. sometimes I’d rather be leave it up to others to
Family comes first doing my own thing and I arrange stuff
don’t always make an
effort

Total
Males
Females Significantly higher than total at 95%
Significantly lower than total at 95%


6 out of 10 20 something's have a degree, does this mean the bar has been
raised in terms of getting a degree to some professional advantage?

59% have a 81% work, or
degree or other
intend to work, in
tertiary
the field to which
qualification
their degree or
20% are qualification is
currently relevant
working on
amongst our 25- it
29yo respondents
(67%) while
68% are happy
Our ethnic minorities
significantly more of
our 20-24yo’s are still
with the choice aren’t as happy with
in class (33%) they made in their choices so far
and significantly
regards to their more wish they had
Not surprisingly, those currently studying chosen a different
were significantly more likely to state degree/qualificati degree/qualification
that they are intending to work in the on or career path (29%)
field their degree is relevant to (96%)
and that they are happy with their
choices so far (79%)

Base: New Zealanders aged 20-29 years old (n=493); New Zealanders aged 20-29 years
old who have a degree or tertiary qualification (n=390) © Colmar Brunton 2010 15

Our happiness scale…

The importance of making good Now that’s the (community) spirit.
decisions. Our respondents who earlier
Those who wish they had chosen a stated they always make an effort
different career path (6.9) or to get to know their neighbours
degree (6.8) are significantly less are significantly happier (7.9)
likely to rate themselves ‘happy’

1 2 3 4 5 6 7 8 9 10
Mean
7.5

Just alright Very Happy


Things you want to achieve and by when…..

Before 35 Next 2-3 Years
Most
Important Buy a new car Be recognised as a leader or
expert in my field
Learn something new Make my parents even more
proud of me
Those aged 20-24 are Be recognised as a leader Learn something new
less likely to want to
or expert in my field
travel for a minimum
of 3 months (5.4 v 6.3 Make my parents even Buy a new car
for 25-29yo) more proud of me Those aged 20-24
Have children are more likely to
Travel for a minimum of 3
want to get married
months (5.2), have children
Travel for a minimum of 3 (6.6), and less likely
Be happier than I am now
months to want to travel for
a minimum of 3
Have children Buy a house months (4.6 v 5.9 for
25-29yo). 25-29yo on
the other hand are
Buy a house Be happier than I am now less likely to want to
have children (5.4).
Double current salary Get / stay married

Less
Get / stay married Double current salary
Important


Females seem to be much more focused on achieving a smaller number
of goals in the next 2 to 3 years and there is a strong focus on earning
respect. There is an obvious friction between the desire of fatherhood and
female priorities
Before 35 Next 2-3 Years
Buy a new car Have children

Make my parents even more proud of me Make my parents even more proud of me

Travel for a minimum of 3 months Buy a new car
Learn something new Be recognised as a leader or expert in my field
Be recognised as a leader or expert in my field Learn something new
Have children Buy a house
Buy a house Travel for a minimum of 3 months
Get / stay married
Double current salary
Get / stay married
Double current salary

Be recognised as a leader or expert in my field
Be recognised as a leader or expert in my field

Learn something new Make my parents even more proud of me

Buy a new car Learn something new

Make my parents even more proud of me Buy a new car

Travel for a minimum of 3 months Have children

Be happier than I am now Travel for a minimum of 3 months

Double current salary Buy a house

Buy a house Be happier than I am now

Have children Double current salary

Get / stay married Get / stay married


The $10,000 question…what would you spend $10k on?
(Not allowed to say debt)

49% would
spend some of it
27% would spend
on a holiday or 18% would some of it on a new
house, or
travel spend some of it
improvements to
on a new car or
their current house
improvements to
their current car
Those with low
incomes are
significantly more
likely to donate 17% of New
some of the money Zealanders with
to charity Our ethnic minorities Maori or Pacific
Only 1 female in are more likely to Island heritage
our entire sample spend some of the would give gift
stated that she cash on education some of it to family
would invest some and investments while and friends
of the money, while only 27% would
16 males said they spend some on a
would holiday or travel


What brands do they love and what brands do they like……the first surprise
is the lack of premium high end, aspirational brands in the love lists, the
second surprise is the similarity between the love and like lists

Love Like
20-24 25-29 20-24 25-29
1 Sony Apple Sony Sony

2 Apple Sony Adidas Apple

3 Coca Cola Coca Cola Nike Nike

4 Cadbury Adidas Coca Cola Adidas

5 Nike Cadbury Apple Samsung

6 Adidas Nike Glassons Nokia

7 Nokia Toyota Billabong Watties

8 Samsung Holden Nokia Coca Cola

9 Billabong Samsung Samsung Cadbury

10 Toyota Audi Hewlett Packard Toyota


Is this a case of growing up and love no longer being mystical, its now
about relationships and 20 something's want a relationship with a brand, or
at least an attachment

…how else does Wattie’s
and Homebrand appear
on the same list as Apple
and Karen Walker


The like list shows brands they are in touch with, the ones that are there
and making a connection…


Summary

• 20 something's are the perfect example of why we don’t treat
youth (15 – 30) as one group, the love / like brand study
should be evidence of that

• When managing Gen Y in the work place, it maybe worth
considering breaking with PC rules and acknowledging that
men and women are different, not so in their need for financial
recognition, but in their response to encouragement

• Youth will also say the right thing, but doing is another matter.
Brands or organisations that help facilitate such as better
environmental behaviour, will win favour because you’re
helping their ‘intentions’


Summary

• Education is becoming challenging and expensive, a degree
is no longer a unique achievement and some companies are
looking for Masters or Post Grads. This is potentially a game
changer and may contribute to the hunger or appearance
that they feel they deserve more

• The disparity in attitude between Baby Boomers and Gen Y in
the work place maybe better understood when we think Gen
Y find getting paid a better feeling than sex – they’re
desperate for the reward they feel they deserve / need

• Females seem to be much more focused on achieving a
smaller number of goals in the next 2 to 3 years and there is a
strong focus on earning respect. The friction between the male
desire for fatherhood and female priorities could be
challenging


For further information please contact:

Spencer Willis

Colmar Brunton, a Millward Brown Company
Level 1, Colmar Brunton House
6-10 The Strand
Takapuna, Auckland 0622
PO Box 3622, Auckland 0740

Phone (09) 919 9238 | Mobile 021 455 297
www.colmarbrunton.co.nz


CB Youth 20 Somethings Presentation Final

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