The Truthabout...
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YOUTH
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| The Truth About Youth | McCann Worldgroup | May 2011
The Truth About Youth
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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.
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| The Truth About Youth | McCann Worldgroup | May 2011
Exploring motivations
ContactThe need for emotional
JusticeThe need for social or
FlightThe need to release
tranquillity / peace / quiet in a
Order
Communerelationships and
JourneyingSurge
The need for visceral
AuthenticityThe need to see Mutiny
The need to rebel and push against the
MembershipThe need to be in-the-
GauntletThe need to compete
BecomingThe need for personal
independence an
PropsThe need for personal
CocoonThe need for
safety and a feeling
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AssuranceThe need to avoid mistakes
MuscleThe need to exert
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| The Truth About Youth | McCann Worldgroup | May 2011
Global citizens
Commune Justice the need for social or
Authenticity the need to see
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| The Truth About Youth | McCann Worldgroup | May 2011
1. Technology as a fi fth sensethose aged 23-30 would give up their own sense of smell if it meant they could keep an
Youth see technology as Plah-Doh – something they use in an utterly malleable and
deep relationship with technology that is shaping their attitudes towards community and
| The Truth About Youth | McCann Worldgroup | May 2011
2. The Social Economy
30%
25%
20%
15%
10%
5%
0%
How would you most like to be remembered? A. As a person who was loved by many people
B. As a person who looked after their friends and family
C. As a person who changed the world in a positive way
D. As a person who made everyone laugh
E. As a very generous person
F.
G. As a very powerful person
H. As a very beautiful or attractive person
A B C D E F G H
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| 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
| 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 happenpossible result in social media for young people is when someone else uploads a photograph
Creativity and competition
to mass self-expression and connectivity is the ability to continuously measure your own life
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| The Truth About Youth | McCann Worldgroup | May 2011
1010
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Trut
hful
Gen
uine
Soci
able
Mat
ure
Hum
ble
Ope
n M
inde
d
Hel
pful
Out
goin
g
Cre
dibl
e
App
roac
habl
e
Gen
erou
s
Talk
ativ
e
Affe
ctio
nate
Uni
que
Adv
entu
rous
Cha
rism
atic
Ener
geti
c
Spon
tane
ous
Mot
ivat
ed
Being socially usefulThe most successful brands have a deep understanding of what being social means to young
Which of these values do you seek in a best friend?
…Broadcast
…Share
…Entertain
…Make new connections
…Manage their connections…Beat their friends …Narrate their lives…Be chameleons
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| The Truth About Youth | McCann Worldgroup | May 2011
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5). HUMBLE –
of brands which clutter up their feeds with useless and inane information
4). MATURE – they value brands that are worthy of their respect and demonstrate a compelling and
3). SOCIABLE –
2) GENUINE –
1). TRUTHFUL –
“I’m actually friends with TopShop, but I want to get rid of it as it does
my head in. I did it a few years ago and they constantly send you
messages and come up on your homepage”
UK
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| The Truth About Youth | McCann Worldgroup | May 2011
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Why is the truth so very important to this generation?
Idols come down to earth
When I grow up I want to be…not famous
3. The Truth Hunters
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| The Truth About Youth | McCann Worldgroup | May 2011
To a
lway
s be
hea
lthy
To b
e su
cces
sful
in m
y ca
reer
To m
eet
my
mat
e/ s
tay
wit
h m
y cu
rren
t pa
rtne
r fo
reve
r
To lo
ok a
fter
my
fam
ily
To t
rave
l the
wor
ld
To b
e ri
ch
To m
ake
the
wor
ld a
be
tter
pla
ce fo
r ot
hers
To s
tart
my
own
busi
ness
To h
ave
child
ren
/ ha
ve m
ore
child
ren
To h
ave
lots
of f
rien
ds
To h
ave
a gr
eat
sex
life
To b
e fa
mou
s
To b
e m
ore
succ
essf
ul t
han
my
pare
nts
To b
e be
auti
ful
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
To a
lway
s be
hea
lthy
To b
e su
cces
sful
in m
y ca
reer
To m
eet
my
mat
e/ s
tay
wit
h m
y cu
rren
t pa
rtne
r fo
reve
rTo
mee
t m
y m
ate/
sta
y w
ith
my
curr
ent
part
ner
fore
ver
To m
eet
my
mat
e/ s
tay
wit
h
To lo
ok a
fter
my
fam
ily
To t
rave
l the
wor
ld
To b
e ri
ch
To m
ake
the
wor
ld a
be
tter
pla
ce fo
r ot
hers
To s
tart
my
own
busi
ness
To h
ave
child
ren
/ ha
ve m
ore
child
ren
To h
ave
lots
of f
rien
ds
To h
ave
a gr
eat
sex
life
To b
e fa
mou
s
To b
e m
ore
succ
essf
ul t
han
my
pare
nts
To b
e be
auti
ful
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
In India, however, we see a different attitude to fame
But even in the ultimate celebrity cultures…
Please choose three wishes from the list below
McCann Worldgroup 38
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| 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
A year of Social Justice
2011
| The Truth About Youth | McCann Worldgroup | May 2011
2011: A year of justice
country around the world we see people joining groups and registering their discontent
Social media and justice; a complex relationship
New York Times
1. Social Justice:
The need to do
what’s right for society
2. Personal Justice: The need to do what’s right for me
4. Justice Re-Imagined
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| The Truth About Youth | McCann Worldgroup | May 2011
Re-imagining personal justice
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Younger generation see as right…
Downloading isn’t stealing. they’ll download
supporting artists they like
It’s not where you take things from it’s where you take things to
(Jim Jarmusch) - welcome to a world of rehashing, remashing, remixing.
Ask for forgiveness not permission (5 minutes late is 5 minutes too late- tweet
now think later)
Looking away from a screen is rude to your friends
Older generationssee as wrong….
Stealing is taking anything you haven’t earned
Using someone else’s idea is plagiarism
Acting before you think is a recipe for trouble
Staring at a screen in company is rude
Not working at workis a disciplinary issue
Work can be disrupted by playand play can be disrupted by work
“I wouldn’t steal
a car but I would
sure as hell download one
if I could”Facebook Group
| The 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
1. Technology as a Fifth Sense
2. The SocialEconomy
4. JusticeRe-Imagined
3. The TruthHunters
1. Technology as a Fifth Sense
2. The SocialEconomy
4. JusticeRe-Imagined
3. The TruthHunters
with the truth when they exist in a world of curated
and they are seeking substance from brands and
Young people around the world are reinventing the
level young people believe they have a strong notion
this is increasingly informed by the values of the
transform everything around us from the laws that
intrinsic and fundamental that half of young people would sooner give up one of their human senses than give up
Summary
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| The Truth About Youth | McCann Worldgroup | May 2011
Brought to you by the collective genius of McCann Worldgroup