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The
Truth
about...
YOUTH
           1
| The Truth About Youth            | McCann Worldgroup                | May 2011




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

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



Quantitative research conducted in US, UK, China, India, Spain, Mexico
and Brazil.

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




                                                                                     2
| The Truth About Youth               | McCann Worldgroup                         | May 2011




Exploring
motivations

                                                                                                                          Contact
                                                                                                                        The need for emotional


            Justice                                   Flight                                    Order
          The need for so                         The need to release
                            cial or
                                              tranquillity / peace / quiet in a




                                                                                                                     Muscle
         Commune                                                                           Surge                      The need to exe rt
                                             Journeying                                The need for visceral
              relationships and




                                                                                                                      Gauntlet
 Authenticity
       The need to see                           Mutiny                              Membership                       The need to compete


                                                 The need to rebel                        The need to be in-the-
                                                and push against the




   Becoming                                                                                                        Assurance
    The need for personal                  Props                                     Cocoon                        The need to avoid mistakes

       independence an                  The need for personal                           The need for
                                                                                     safety and a feeling


                                                                                                                                                 3
| The Truth About Youth   | McCann Worldgroup   | May 2011




Global citizens

                      Commune
                                                                 Justice
                                                             the need fo
                                                                           r social or




                                      t ty
                               Authentoici
                                    ed see
                                     the ne




                                                                                         4
| The Truth About Youth        | McCann Worldgroup            | May 2011




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




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



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




                                                                                          5
| The Truth About Youth           | McCann Worldgroup       | May 2011




2. The Social
Economy



30%          How would you most like to be remembered?                       A. As a person who was loved by many people
                                                                             B. As a person who looked after their friends and family
                                                                             C. As a person who changed the world in a positive way
25%                                                                          D. As a person who made everyone laugh
                                                                             E. As a very generous person
                                                                             F.
20%                                                                          G. As a very powerful person
                                                                             H. As a very beautiful or attractive person


15%



10%



 5%



 0%
              A           B   C          D         E    F     G          H
| The Truth About Youth      | McCann Worldgroup           | May 2011




Experience Economy
versus Social Economy

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




The influence of friends




From belonging to
connecting; redefining
friendship in the Social
Economy



                                                                                        7
| The Truth About Youth         | McCann Worldgroup             | May 2011




The friends arms race



  To make you look more popular




Your audience awaits…
journey can cause anxiety because this is like being without one of your senses for
| The Truth About Youth         | McCann Worldgroup             | May 2011




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




Creativity and
competition




to mass self-expression and connectivity is the ability to continuously measure your own life
| The Truth About Youth                                | McCann Worldgroup                                          | May 2011




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




                    …Broadcast
                                                                                                                               …Manage their
                    …Share                                                                                                      connections
                        …Entertain                                                                                             …Beat their friends
                        …Make new                                                                                              …Narrate their lives
                         connections
                                                                                                                               …Be chameleons




45%

40%

35%                                                           Which of these values do you seek in a best friend?

30%

25%

20%

15%
                                                                                                                Approachable
                                                                  Open Minded




10%
                                                                                                                                                                               Adventurous




                                                                                                                                                                                                                       Spontaneous
                                                                                                                                                       Affectionate




                                                                                                                                                                                             Charismatic




                                                                                                                                                                                                                                     Motivated
                                                                                                                                Generous




                                                                                                                                                                                                           Energetic
                                                                                          Outgoing




                                                                                                                                           Talkative
                                                                                                     Credible
                         Genuine

                                   Sociable
             Truthful




                                                         Humble




                                                                                Helpful
                                              Mature




                                                                                                                                                                      Unique




 5%

 0%



                                                                                                                                                                                                                                          10
| The Truth About Youth         | McCann Worldgroup             | May 2011




5). HUMBLE –


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

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


3). SOCIABLE –



2) GENUINE –


1). TRUTHFUL –




                                                      “I’m actually friends with TopShop,
                                                          but I want to get rid of it as it does
                                                      my head in. I did it a few years ago
                                                              and they constantly send you
                                                           messages and come up
                                                                   on your homepage”
                                                                                          UK




                                                                                               11
| The Truth About Youth   | McCann Worldgroup   | May 2011




3. The Truth Hunters

Why is the truth so
very important to this
generation?



Idols come down to earth


When I grow up I want to
be…not famous




                                                             12
0%
                                                                                                         5%
                                                                                                              10%
                                                                                                                    15%
                                                                                                                          20%
                                                                                                                                25%
                                                                                                                                      30%
                                                                                                                                            35%
                                                                                                                                                  40%
                                                                                                                                                                                             45%
                                                                           To always be healthy
                                                                                                                                                                                                         | The Truth About Youth




                                                                   To be successful in my career


                                                                    To meet my mate/ stay with
                                                                    my current partner forever


                                                                         To look after my family


                                                                            To travel the world
                                                                                                                                                                                                         | McCann Worldgroup




     But even in the
                                                                                      To be rich


                                                                           To make the world a
                                                                         better place for others


                                                                      To start my own business
                                                                                                                                                                                                         | May 2011




                                                                              To have children /
                                                                                                                                                        Please choose three wishes from the list below




                                                                             have more children


                                                                          To have lots of friends




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



     ultimate celebrity cultures…
                                                                         To have a great sex life



                                                                                   To be famous


                                                                          To be more successful
                                                                                than my parents


                                                                                 To be beautiful




13
         McC
           ann
| The Truth About Youth         | McCann Worldgroup              | May 2011




 Brands of substance

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


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




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




                                                                                            14
2011
 A year of Social Justice
| The Truth About Youth        | McCann Worldgroup            | May 2011




4. Justice
Re-Imagined
                                                                                                        ce:
                                                                                         1. Social Justi
                                                                                                       do
                                                                                         The need to
                                                                                          what’s right
2011: A year of justice                                                                   for society




country around the world we see people joining groups and registering their discontent
                                                                                            2. Person
                                                                                                       al
                                                                                            Justice: T
                                                                                                      he
Social media and justice;                                                                   need to d
                                                                                           what’s rig
                                                                                                       o
a complex relationship                                                                     for me
                                                                                                      ht




                                                            New York Times
| The Truth About Youth                     | McCann Worldgroup   | May 2011




Re-imagining
personal justice
                                                                                                                                       eal
                                                                                                                        “I wouldn’t st uld
                                                                                                                                        o
                                                                                                                         a car but I w
                                                                                                                          sure as hell
                                                                                                                                         e
                                                                                                                          download on
                                                                                                                          if I could”
                                                                                                                                      roup
                                                                                                                         Facebook G




                          Older generations                                Younger generation
                           see as wrong….                                     see as right…
                                                                        Downloading isn’t stealing. they’ll download
                          Stealing is taking anything you
                                  haven’t earned                                 supporting artists they like



                                                                             It’s not where you take things from
                             Using someone else’s                                 it’s where you take things to
                              idea is plagiarism                          (Jim Jarmusch) - welcome to a world of
                                                                                rehashing, remashing, remixing.


                           Acting before you think                           Ask for forgiveness not permission
                            is a recipe for trouble                      (5 minutes late is 5 minutes too late- tweet
                                                                                       now think later)


                             Staring at a screen                                 Looking away from a screen
                            in company is rude                                     is rude to your friends



                           Not working at work                                   Work can be disrupted by play
                           is a disciplinary issue                             and play can be disrupted by work




                                                                                                                                         17
| The Truth About Youth        | McCann Worldgroup             | May 2011




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




Business beware




What is a justice brand?




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

1.                                                          2.
Technology
1.                                                          The
                                                            2.
as a
Technology                                                  Social
                                                            The
Fifth Sense
as a                                                        Economy
                                                            Social
Fifth Sense                                                 Economy
intrinsic and fundamental that half of young people would
sooner give up one of their human senses than give up




 3.                                                          4.
 The
 3.                                                          Justice
                                                             4.
 Truth
 The                                                         Re-
                                                             Justice
 Hunters
 Truth                                                       Imagined
                                                             Re-
 Hunters
with the truth when they exist in a world of curated
                                                             Imagined
                                                             Young people around the world are reinventing the



                                                             level young people believe they have a strong notion

and they are seeking substance from brands and               this is increasingly informed by the values of the

                                                             transform everything around us from the laws that
| The Truth About Youth   | McCann Worldgroup   | May 2011




Brought to
you by the
collective
genius of
McCann
Worldgroup                                                   20

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The truthaboutyouthmccannworldgroup

  • 2. | The Truth About Youth | McCann Worldgroup | May 2011 The Truth About Youth What motivates young people around the world today? Money? Fame? Justice? What makes them different from every generation that has come before? We asked 7000 young people around the world and harnessed the collective genius of Quantitative research conducted in US, UK, China, India, Spain, Mexico and Brazil. Qualitative research conducted in US, UK, China, India, Spain, Mexico, Brazil, Singapore, Malaysia, Chile, South Africa, Italy, Germany, Korea, Japan, Australia and Philippines. 2
  • 3. | The Truth About Youth | McCann Worldgroup | May 2011 Exploring motivations Contact The need for emotional Justice Flight Order The need for so The need to release cial or tranquillity / peace / quiet in a Muscle Commune Surge The need to exe rt Journeying The need for visceral relationships and Gauntlet Authenticity The need to see Mutiny Membership The need to compete The need to rebel The need to be in-the- and push against the Becoming Assurance The need for personal Props Cocoon The need to avoid mistakes independence an The need for personal The need for safety and a feeling 3
  • 4. | The Truth About Youth | McCann Worldgroup | May 2011 Global citizens Commune Justice the need fo r social or t ty Authentoici ed see the ne 4
  • 5. | The Truth About Youth | McCann Worldgroup | May 2011 1. Technology as a fifth sense those aged 23-30 would give up their own sense of smell if it meant they could keep an Youth see technology as Plah-Doh – something they use in an utterly malleable and deep relationship with technology that is shaping their attitudes towards community and 5
  • 6. | The Truth About Youth | McCann Worldgroup | May 2011 2. The Social Economy 30% How would you most like to be remembered? A. As a person who was loved by many people B. As a person who looked after their friends and family C. As a person who changed the world in a positive way 25% D. As a person who made everyone laugh E. As a very generous person F. 20% G. As a very powerful person H. As a very beautiful or attractive person 15% 10% 5% 0% A B C D E F G H
  • 7. | The Truth About Youth | McCann Worldgroup | May 2011 Experience Economy versus Social Economy capture not only the thing which consumers are placing more and more emphasis on when The influence of friends From belonging to connecting; redefining friendship in the Social Economy 7
  • 8. | The Truth About Youth | McCann Worldgroup | May 2011 The friends arms race To make you look more popular Your audience awaits… journey can cause anxiety because this is like being without one of your senses for
  • 9. | The Truth About Youth | McCann Worldgroup | May 2011 Pics or it didn’t happen possible result in social media for young people is when someone else uploads a photograph Creativity and competition to mass self-expression and connectivity is the ability to continuously measure your own life
  • 10. | The Truth About Youth | McCann Worldgroup | May 2011 Being socially useful The most successful brands have a deep understanding of what being social means to young …Broadcast …Manage their …Share connections …Entertain …Beat their friends …Make new …Narrate their lives connections …Be chameleons 45% 40% 35% Which of these values do you seek in a best friend? 30% 25% 20% 15% Approachable Open Minded 10% Adventurous Spontaneous Affectionate Charismatic Motivated Generous Energetic Outgoing Talkative Credible Genuine Sociable Truthful Humble Helpful Mature Unique 5% 0% 10
  • 11. | The Truth About Youth | McCann Worldgroup | May 2011 5). HUMBLE – of brands which clutter up their feeds with useless and inane information 4). MATURE – they value brands that are worthy of their respect and demonstrate a compelling and 3). SOCIABLE – 2) GENUINE – 1). TRUTHFUL – “I’m actually friends with TopShop, but I want to get rid of it as it does my head in. I did it a few years ago and they constantly send you messages and come up on your homepage” UK 11
  • 12. | The Truth About Youth | McCann Worldgroup | May 2011 3. The Truth Hunters Why is the truth so very important to this generation? Idols come down to earth When I grow up I want to be…not famous 12
  • 13. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% To always be healthy | The Truth About Youth To be successful in my career To meet my mate/ stay with my current partner forever To look after my family To travel the world | McCann Worldgroup But even in the To be rich To make the world a better place for others To start my own business | May 2011 To have children / Please choose three wishes from the list below have more children To have lots of friends In India, however, we see a different attitude to fame ultimate celebrity cultures… To have a great sex life To be famous To be more successful than my parents To be beautiful 13 McC ann
  • 14. | The Truth About Youth | McCann Worldgroup | May 2011 Brands of substance activity for any signs of ulterior motives and then decide according to real actions and This is a generation who pride themselves on their ability to distinguish right from “What corporate people want to do good? They don’t really care. They are only doing it to make them look good. It’s disgusting” Singapore 14
  • 15. 2011 A year of Social Justice
  • 16. | The Truth About Youth | McCann Worldgroup | May 2011 4. Justice Re-Imagined ce: 1. Social Justi do The need to what’s right 2011: A year of justice for society country around the world we see people joining groups and registering their discontent 2. Person al Justice: T he Social media and justice; need to d what’s rig o a complex relationship for me ht New York Times
  • 17. | The Truth About Youth | McCann Worldgroup | May 2011 Re-imagining personal justice eal “I wouldn’t st uld o a car but I w sure as hell e download on if I could” roup Facebook G Older generations Younger generation see as wrong…. see as right… Downloading isn’t stealing. they’ll download Stealing is taking anything you haven’t earned supporting artists they like It’s not where you take things from Using someone else’s it’s where you take things to idea is plagiarism (Jim Jarmusch) - welcome to a world of rehashing, remashing, remixing. Acting before you think Ask for forgiveness not permission is a recipe for trouble (5 minutes late is 5 minutes too late- tweet now think later) Staring at a screen Looking away from a screen in company is rude is rude to your friends Not working at work Work can be disrupted by play is a disciplinary issue and play can be disrupted by work 17
  • 18. | The Truth About Youth | McCann Worldgroup | May 2011 The more time young people spend living their lives online the more the culture of Business beware What is a justice brand? top ten demonstrates the importance of optimism and the spirit of carpe diem for
  • 19. Summary 1. 2. Technology 1. The 2. as a Technology Social The Fifth Sense as a Economy Social Fifth Sense Economy intrinsic and fundamental that half of young people would sooner give up one of their human senses than give up 3. 4. The 3. Justice 4. Truth The Re- Justice Hunters Truth Imagined Re- Hunters with the truth when they exist in a world of curated Imagined Young people around the world are reinventing the level young people believe they have a strong notion and they are seeking substance from brands and this is increasingly informed by the values of the transform everything around us from the laws that
  • 20. | The Truth About Youth | McCann Worldgroup | May 2011 Brought to you by the collective genius of McCann Worldgroup 20