The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.

1. A BRAND CALLED “ME”7
Top brands Youth identify with to build their own personal brand.
6
HAPPINESS=BALANCE + SUCCESS + PURPOSE
HAPPINESS REDEFINED:
THE NEW WE/Z ‘HAPPINESS EQUATION’
the equation
MOST HEALTH AWARE GENERATION
GUIDED BY BALANCE
5
Gen WE/Z
Youth read food nutrition labels:
Health is the #1 value
among youth in China
73% USA 78% Canada
83% China 84% India
63% Australia 69% UK
TECH + THE LOVE/HATE PARADOX4
NEARLY A QUARTER
of global youth unplug from
tech to maintain physical health.
24%
FRIENDSHIP BUILT ON VALUES3
Youth friendships built on shared values vs interests.
THE NEW LEADERSHIP PARADIGM
GLOBAL YOUTH ARE REDEFINING LEADERSHIP
2
65th
68th
70th
75th
76th
USA
Canada
Australia
UK
China
India
DECLINING
VALUE OF TRADITIONAL
LEADERSHIP VALUE OF
MORE IMPORTANT
EQUALITY
#2
#7
#13
USA CanadaAustralia UK
China
India
YOUTH WIELD POWERFUL INFLUENCE1
of parents plan major
purchase descisions
around their kids.
78%
The Seven Global Truths
FEARLESS PURSUIT OF THE UNEXPECTED
www.zenogroup.com
The Human Project™ used a combination of primary and secondary research and to provide an intimate portrait of youth and young
Millennials born between 1991 and 2001, or currently 14 – 25 year-olds. Zeno Group divides the term “Global Youth” into two generations:
“Gen WE” and “Gen Z.” We identify those between the ages of 14-20 as “Gen WE,” and younger Millennials, those 21 – 25 year olds, as “Gen
Z.” The Human Project 2016 was conducted in China, United States, Australia, Canada, United Kingdom and India.