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 1G'ERR ;SVPHKVSYT XS ½ RH SYX -R E [SVPH E[EWL [MXL MRJSVQEXMSR ERH QMWMRJSVQEXMSR [I JSYRH WSQI 8698,7 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
-J [I [ERX XS XVYP] YRHIVWXERH E KVSYT SJ TISTPI SV MR XLMW GEWI E KIRIVEXMSR XLIR [I RIIH XS HMK MRXS [LEX VIEPP] QSXMZEXIW XLIQ ;I´ZI MHIRXM½ IH ERH GPEWWM½ IH LYQER QSXMZEXMSRW XLEX VERKI JVSQ XLI QSVI SYXIV HMVIGXIH PMOI 198-2= ERH 796+) XS XLI QSVI MRRIV HMVIGXIH PMOI '3'332 ERH &)'31-2+ 8LIWI QSXMZEXMSRW TVSZMHI E TS[IVJYP JVEQI[SVO JSV FVERHW XLEX [MWL XS GSRRIGX [MXL TISTPI =SYXL [IVI EWOIH XS VEXI E WIVMIW SJ ZEPYI WXEXIQIRXW [LMGL EPPS[IH YW XS EWGIVXEMR XLI MRHMZMHYEP MQTSVXERGI SJ IEGL QSXMZEXMSR
Contact Flight
Justice
The need to release TVIWWYVI ERH ½ RH tranquillity / peace / quiet in a JEWX TEGIH [SVPH
The need for so cia TI VWSREP NYWXMGI l or XS [LEX´W V MKLX XS F HS I ER EG XMZMWX
Commune 8LI RIIH JSV GSRRIGXMS relationships and GSQQYRMX]
Authenticity The need to see XLMRKW EW XLI] EVI
Becoming The need for personal HIZIPSTQIRX KVIEXIV independence an
R
Journeying
8LI RIIH JS I\ TI VMQIRXE V I\TPSVEXMSR XMSR ERH HMWG SZIV ]
Order
The need for emotional ERH TL]WMGEP GPSWIRIWW
SVKERMWI 8LI RIIH XS KSVMWI XI GE I PMW VEXMSRE
Surge The need for visceral I\GMXIQIRX ERH VE[ VYWL
Mutiny
Membership
The need to rebel and push against the WXEXYW UYS
The need to be in-theORS[ ER MRWMHIV SV TEVX SJ XLI GVS[H
Props
Cocoon
The need for personal VIGSKRMXMSR EXXIRXMSR ERH EHQMVEXMSR
The need for safety and a feeling SJ WIGYVMX]
Muscle The need to exe rt SP TS[IV SV I\IVX GSRXV
Gauntlet The need to compete ERH [MR XS GLEPPIRKI ]SYV WIPJ XS TV SZI ]SYV GETEFMPMXMIW
Assurance The need to avoid mistakes ERH TVIZIRX XVSYFPI
3
| The Truth About Youth
| McCann Worldgroup
| May 2011
Global citizens ;I´ZI WIIR XLI IQIVKIRGI SJ E KIRIVEXMSR [MXL JYRHEQIRXEP GSQQSREPMXMIW XLEX XVERWGIRH FSVHIVW 8LI WEQI XLVII QSXMZEXMSRW EVI VEROIH LMKLP] MR IZIV] GSYRXV]
Commune
RRIG XMSR XLI RIIH JSV GS H GSQQYRMX ] VIPEXMSRWLMTW ER
Justice
the need fo r social or TIV WSREP NY W XMGI XS HS [LEX´W V MKLX XS FI ER EG XMZMW X
ticity Autheen d to see the ne ] EVI XLMRKW EW XLI
8IGLRSPSK] SJ GSYVWI MW XLI KVIEX KPSFEP YRM½ IV MX MW XLI KPYI XLEX FMRHW XLMW KIRIVEXMSR XSKIXLIV ERH JYIPW XLI XLVII QSXMZEXMSRW EFSZI 'SQTEVIH MR XLI TEWX XS ER I\XVE ³PMQF´ JSV ]SYRK TISTPI [I FIPMIZI XIGLRSPSK] LEW FIGSQI IZIR QSVI JYRHEQIRXEP
4
| The Truth About Youth
| McCann Worldgroup
| May 2011
1. Technology as a fifth sense +MZIR E PMWX SJ XLMRKW MRGPYHMRK GSWQIXMGW XLIMV GEV XLIMV TEWWTSVX XLIMV TLSRI ERH XLIMV WIRWI SJ WQIPP ERH XSPH XLI] GSYPH SRP] WEZI X[S SJ XLSWI EKIH ERH SJ those aged 23-30 would give up their own sense of smell if it meant they could keep an MXIQ SJ XIGLRSPSK] QSWX SJXIR XLIMV TLSRI SV PETXST ;I EPP ORS[ LS[ MQTSVXERX XIGLRSPSK] MW XS ]SYRK TISTPI FYX E [MPPMRKRIWW XS WEGVM½ GI SRI SJ XLIMV LYQER WIRWIW XS OIIT MX WLS[W NYWX LS[ MRXVMRWMG MX LEW FIGSQI 4IVLETW MX´W RSX EPP XLEX WYVTVMWMRK [LIR ]SY GSRWMHIV XLEX XIGLRSPSK] VITVIWIRXW EPP XLI JVMIRHW ]SY GSYPH IZIV [ERX EPP XLI ORS[PIHKI ]SY [MPP IZIV RIIH ERH EPP XLI IRXIVXEMRQIRX ]SY GSYPH HIWMVI *SV ]SYRK TISTPI XIGLRSPSK] MW QSVI XLER E YWIJYP XSSP SV ER IREFPIV -X MW XVYP] XLIMV ½ JXL WIRWI Youth see technology as Plah-Doh – something they use in an utterly malleable and MRWXMRGXMZI [E] 3PHIV KIRIVEXMSRW WXEVX [MXL ³[LEX [MPP XLMW FS\ EPPS[ QI XS HS#´ ;LIVIEW XLMW KIRIVEXMSR WXEVXW [MXL ³[LEX HS - [ERX XS HS# ;LIVI GER Q] MQEKMREXMSR XEOI QI#´ 8IGLRSPSK] IREFPIW ]SYRK TISTPI XS WIRWI XLI [SVPH ERH QEOI WIRWI SJ XLI [SVPH -X MW XLMW deep relationship with technology that is shaping their attitudes towards community and XVYXL ERH EPPS[MRK XLIQ XS VI MQEKMRI NYWXMGI JSV E RI[ IVE
5
| The Truth About Youth
| McCann Worldgroup
| May 2011
2. The Social Economy '31192) XLI RIIH JSV GSRRIGXMSR ERH GSQQYRMX] [EW VEXIH EW XLI QSWX JYRHEQIRXEP QSXMZEXMSR F] ]SYRK TISTPI +PSFEPP] SZIV EKVII ERH WXVSRKP] EKVII [MXL WXEXIQIRXW VIPEXIH XS XLI '31192) QSXMZEXMSR ;LIR EWOIH XS HVE[ E TMGXYVI XS WYQ YT XLIMV QSXMZEXMSRW E ]SYRK TIVWSR MR 1I\MGS HVI[ XLI -R½ RMX] W]QFSP WXEXMRK XLEX MX VITVIWIRXIH ±YRPMQMXIH TSWWMFMPMXMIW ERH MR½ RMXI GSRRIGXMSRW XLVSYKL EPP I\TIVMIRGIW ERH TISTPI ² =SYRK TISTPI MR 7SYXL %JVMGE WTSOI SJ XLI WTMVMX SJ 9FYRXY E WIRWI SJ GSQQYRMX] ERH LS[ XLI XVYI TS[IV SJ XSKIXLIVRIWW LEW ½ REPP] FIIR YRPIEWLIH F] WSGMEP RIX[SVOMRK XIGLRSPSK] -J [I [ERX XS XVYP] KVEWT XLI TS[IV SJ GSRRIGXMSR JSV XLMW KIRIVEXMSR [I GER PSSO EX LS[ XLI] [ERX XS FI VIQIQFIVIH -X MW RSX JSV XLIMV FIEYX] XLIMV TS[IV SV XLIMV MR¾ YIRGI FYX WMQTP] JSV XLI UYEPMX] SJ XLIMV LYQER VIPEXMSRWLMTW ERH XLIMV EFMPMX] XS PSSO EJXIV XLSWI EVSYRH XLIQ
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 D. As a person who made everyone laugh E. As a very generous person F. %W E ZIV] MR¾ YIRXMEP TIVWSR G. As a very powerful person H. As a very beautiful or attractive person
25%
20%
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 8LI XIVQ ±)\TIVMIRGI )GSRSQ]² [EW ½VWX GSMRIH MR E ,EVZEVH &YWMRIWW 6IZMI[ EVXMGPI F] .EQIW +MPQSVI ERH .SWITL 4MRI 8LI XLISV] KSIW XLEX MR IGSRSQMIW SJ QEWW EJ¾YIRGI TISTPI FIGSQI QSVI ERH QSVI MRXIVIWXIH MR TE]MRK XS HS XLMRKW VEXLIV XLER TE]MRK XS S[R XLMRKW 3YV VIWIEVGL MRHMGEXIW XLEX SYV IGSRSQ] MW QSZMRK MRXS E RI[ TLEWI [LIVIF] ]SYRK TISTPI WIIO XS HI½RI XLIQWIPZIW RSX SRP] F] [LEX XLI] S[R SV [LEX XLI] HS FYX TVMQEVMP] F] XLIMV EFMPMX] XS GSRRIGX XS WLEVI ERH XS FVSEHGEWX 8LI XIVQ ³7SGMEP )GSRSQ]´ LIPTW YW XS capture not only the thing which consumers are placing more and more emphasis on when MX GSQIW XS WIPJ HI½RMXMSR FYX EPWS ER MRWMKLX MRXS LEVH IGSRSQMG ZEPYI 7QEVX RI[ FYWMRIWW ZIRXYVIW PMOI +VSYTSR EVI I\TPSMXMRK XLI RI[ 7SGMEP )GSRSQ] XS KVIEX IJJIGX 8LI IQIVKIRGI SJ XLI 7SGMEP )GSRSQ] HSIWR´X MQTP] XLEX XLI 1EXIVMEP SV )\TIVMIRGI )GSRSQMIW LEZI KSRI E[E] VEXLIV XLEX XLIWI )GSRSQMIW WLSYPH RS[ FI ZMI[IH XLVSYKL XLI PIRW SJ XLI 7SGMEP )GSRSQ]
The influence of friends %W ER] ]SYRK TIVWSR [MXL EGGIWW XS WSGMEP QIHME [MPP XIPP ]SY XLIMV JVMIRHW EVI MRGVIEWMRKP] ³IZIV TVIWIRX´ % ]SYRK TIVWSR MR 7SYXL %JVMGE VIPEXIH LS[ LMW QSXLIV EWOIH LMQ E TIVJIGXP] FIRMKR FYX XS LMQ WIIQMRKP] VMHMGYPSYW UYIWXMSR ±,EZI ]SY WTSOIR XS ]SYV JVMIRHW XSHE]#² ,MW VIWTSRWI [EW ³PMOI HYL ´ -RXIVIWXMRKP] MR 'LMRE ERH -RHME X[S XLMVHW SJ ]SYRK TISTPI EHQMX XLEX XLIMV JVMIRHW LEZI QSVI MR¾YIRGI SZIV XLIMV HIGMWMSRW XLER XLIMV JEQMP] HSIW LMKLIV XLER EPP SXLIV GSYRXVMIW MR XLI WXYH] -X MW MR XLIWI HIZIPSTMRK QEVOIXW [LIVI ]SYRK TISTPI XVYP] EX XLI ZERKYEVH SJ XIGLRSPSKMGEP GLERKI EVI QSWX HMJJIVIRX JVSQ XLIMV TEVIRXW
From belonging to connecting; redefining friendship in the Social Economy %GGSVHMRK XS ]SYRK TISTPI XLI [SVPH SZIV E XVYI JVMIRH [MPP EP[E]W FI HI½RIH MR XLI WEQI [E] [LIXLIV MX´W XLI TIVWSR [LS FEGOW ]SY YT MR E ½KLX XLI TIVWSR [LS PMOIW XLI WEQI QYWMG EW ]SY SV XLI TIVWSR ]SY GER XVYP] FI ]SYVWIPJ [MXL XLI XLMRKW XLEX QEOI E JVMIRH E XVYI JVMIRH HSR´X GLERKI &YX EX E FVSEHIV PIZIP XLI HI½RMXMSR SJ JVMIRHWLMT JSV ]SYRK TISTPI MW FIMRK WXVIXGLIH WIKQIRXIH ERH VIMRZIRXIH©
7
| The Truth About Youth
| McCann Worldgroup
| May 2011
3RGI YTSR E XMQI XIIREKIVW LEH E WQEPP KVSYT SJ JVMIRHW X]TMGEPP] TISTPI ERH XLIWI [IVI SJXIR TISTPI QIX XLVSYKL WGLSSP ;MXLMR XLMW KVSYT ]SYRK TISTPI GSYPH I\TVIWW XLIMV MRHMZMHYEPMX] FYX MX [EW ZMXEP XLEX XLI] FIPSRKIH XS XLI KVSYT ,S[IZIV RS[EHE]W XLMRKW EVI QSVI GSQTPI\ 9WMRK WSGMEP QIHME E X]TMGEP XIIREKIV MW PMOIP] XS QEREKI ERH QEMRXEMR QYPXMTPI MRXIVWIGXMRK KVSYTW SJ JVMIRHW -R XLMW WIRWI ³GSRRIGXMRK´ XS E FVSEHIV RIX[SVO SJ JVMIRHW LEW VITPEGIH XLI WMRKYPEV RIIH XS ³FIPSRK´ XS E XMKLX ORMX KVSYT SJ JVMIRHW
The friends arms race -R XLMW RI[ [SVPH SJ MR½RMXI GSRRIGXMSRW SRI´W UYERXMX] SJ JVMIRHW FIGSQIW ER MQTSVXERX MRHMGEXSV -R -RHME [I WII E ZMVXYEP ³EVQW VEGI´ EQSRKWX ]SYRK TISTPI LSTMRK XS EGGYQYPEXI QSVI JVMIRHW XLER ER]SRI IPWI -R SXLIV QEVOIXW PMOI XLI 9/ LEZMRK XSS QER] JVMIRHW GER FI WIIR EW ER EGX SJ HIWTIVEXMSR ERH RIX[SVOW EVI EGXMZIP] GYPPIH 8LI HS[RWMHI XS EQEWWMRK WS QER] ³JVMIRHW´ MW XLEX ]SY´VI FSYRH XS TMGO YT E VEGO SJ JEOIW EPSRK XLI [E] 8LMW MW XVYP] E KPSFEP TLIRSQIRSR ORS[R EW ³WXVERKIV JVMIRHW´ MR -RHME ³HMWTSWEFPI JVMIRHW´ MR 7MRKETSVI ³SFPMKEXMSR JVMIRHW´ MR %YWXVEPME ERH ³VIG]GPEFPI JVMIRHW´ MR 'LMPI 8LIWI RSR JVMIRHW EVI QEMRXEMRIH JSV E RYQFIV SJ VIEWSRW© To make you look more popular 8S ³WT]´ SR M I ]SY HSR´X VIKEVH XLIQ EW E VIEP JVMIRH FYX ]SY PMOI XS GLIGO YT SR XLIQ IZIV] RS[ ERH EKEMR XS GSQTEVI XLIMV PMJI XS ]SYVW 8S ³WLS[ SJJ´ XS M I ]SY QMKLX RSX [ERX XS LERK SYX [MXL XLIQ FYX XLI] WXMPP TVSZMHI ER EYHMIRGI &IGEYWI WXVEXIKMGEPP] WTIEOMRK ]SY QMKLX RIIH XLIQ MR XLI JYXYVI ]SY HSR´X RIIH XLIQ RS[ FYX EX WSQI TSMRX ]SY QMKLX [ERX XS FSPWXIV RYQFIVW EX E LSYWI TEVX] SV RIIH XLIQ XS VIGSQQIRH ]SY JSV XLI NSF ]SY [ERX© 3J GSYVWI XLI HS[RWMHI XS QEMRXEMRMRK ERH QEREKMRK WYGL E PEVKI RIX[SVO SJ WS GEPPIH ³JVMIRHW´ MW XLEX WSQIXMQIW MX FIGSQIW LEVHIV XS ½KYVI SYX [LS ]SYV VIEP JVMIRHW EVI©
Your audience awaits… 3RGI ]SY´ZI EQEWWIH ]SYV EYHMIRGI©XLI GLEPPIRKI MW XS OIIT XLIQ GSRXMRYSYWP] MRXIVIWXIH MR ERH IRXIVXEMRIH F] ]SYV PMJI )ZIR KSMRK SR E WLSVX YRHIVKVSYRH XVEMR journey can cause anxiety because this is like being without one of your senses for E WLSVX TIVMSH =SYXL JIEV QMWWMRK SYX SV ³SYX SJ GMVGYPEXMSR´ EW MX [EW VIJIVVIH XS MR 1EPE]WME FIGEYWI XLI] [SVV] XLEX PEGO SJ TVIWIRGI IZIR XIQTSVEVMP] GER MQTEGX XLIMV WSGMEP WXEXYW 8LI RIIH JSV ETTVSZEP MW XERKMFPI ¯ EW E XIIREKIV MR 9/ WEMH ±;LIR ]SY´ZI TYX E WXEXYW YT XLEX ]SY´ZI TYX E PSX SJ IJJSVX MRXS ]SY [ERX WSQISRI XS GSQQIRX SR MX ;LIR ]SY WII RS GSQQIRXW ]SY´VI PMOI (EQR ² =SYRK TISTPI HIWGVMFI WMXXMRK MR JVSRX SJ XLI PETXST GSRXMRYSYWP] LMXXMRK VIJVIWL©[EMXMRK JSV WSQISRI WSQI[LIVI XS LMX ³PMOI´©
| The Truth About Youth
| McCann Worldgroup
| May 2011
Pics or it didn’t happen -R XLI 7SGMEP )GSRSQ] MX´W RSX KSSH IRSYKL XS WMQTP] HS WSQIXLMRK©]SY LEZI XS XIPP TISTPI EFSYX MX FIJSVI MX FIGSQIW VIEP -R SXLIV [SVHW©²TMGW SV MX HMHR´X LETTIR ² 8LI FIWX possible result in social media for young people is when someone else uploads a photograph SJ ]SY PSSOMRK GSSP ERH XLIR XEKW ]SY -R XLMW WGIREVMS ]SY KIX EPP XLI GVIHMX [MXLSYX PSSOMRK SZIVP] ZEMR SV JYPP SJ ]SYVWIPJ
Creativity and competition %WOIH XS HVE[ [LEX QSXMZEXIW XLIQ E ]SYRK TIVWSR MR +IVQER] HVE[W E HITMGXMSR SJ FIMRK GVIEXMZI E ]SYRK TIVWSR MR /SVIE HVE[W ER MQEKI XS VITVIWIRX XLI JIEV SJ FIMRK WYVTEWWIH F] ]SYV JVMIRHW©
-R QER] [E]W XLMW MW E KIRIVEXMSR [LS HI½ RI XLIQWIPZIW ZME XLIMV GVIEXMZMX] %JXIV EPP XLI] EVI XLI ½ VWX KIRIVEXMSR MR LMWXSV] XLEX LEH QEWW HIQSGVEXMG EGGIWW XS XLI XSSPW SJ GVIEXMZMX] HMKMXEP GEQIVEW GLIET IHMXMRK WSJX[EVI HIWMKR TVSKVEQW ERH FPSKKMRK TPEXJSVQW 8LI ¾ MTWMHI to mass self-expression and connectivity is the ability to continuously measure your own life EGLMIZIQIRXW EKEMRWX XLSWI [MXLMR ]SYV RIX[SVO 2IZIV FIJSVI LEZI ]SYRK TISTPI JSYRH MX IEWMIV XS FIRGLQEVO XLIMV WYGGIWWIW SV PEGO SJ© %W XLI 7SGMEP )GSRSQ] MRGVIEWIW MXW VIEGL GSYPH [I ½ RH ER IRXMVI KIRIVEXMSR MQTEGXIH F] WSGMEP WXEXYW ER\MIX]#
| The Truth About Youth
| McCann Worldgroup
| May 2011
Being socially useful 3J GSYVWI XLIVI EVI QER] FVERHW XLEX EMQ XS XLVMZI MR XLI 7SGMEP )GSRSQ] The most successful brands have a deep understanding of what being social means to young TISTPI 7SGMEPP] YWIJYP FVERHW [MPP LIPT ]SYRK TISTPI XS©
…Broadcast …Share
…Manage their connections …Beat their friends …Narrate their lives
…Entertain …Make new connections
…Be chameleons
8LIVI´W FIIR E VYWL EQSRKWX FVERHW XS TSTYPEXI WSGMEP WTEGIW ERH GSRRIGX [MXL XLI ]SYRK TISTPI [LS PMZI XLIMV PMZIW XLIVI &YX XLIVI´W E HERKIV SJ FVERHW JIIPMRK PMOI NYWX ERSXLIV ³JEOI JVMIRH´ -R SVHIV XS EGLMIZI E QSVI EYXLIRXMG VSPI MX´W LIPTJYP JSV FVERHW XS YRHIVWXERH [LEX ]SYRK TISTPI ZEPYI MR XLIMV 6)%0 JVMIRHW
45% 40%
Which of these values do you seek in a best friend?
35% 30% 25% 20%
Motivated
Spontaneous
Energetic
Charismatic
Adventurous
Unique
Affectionate
9RWIP½ WL
Talkative
Generous
Approachable
Credible
Outgoing
Helpful
Humble
Mature
Sociable
Genuine
5%
Truthful
10%
Open Minded
15%
0%
10
| The Truth About Youth
| McCann Worldgroup
| May 2011
8LI XST ½ ZI ZEPYIW ]SYRK TISTPI WIIO MR XLIMV JVMIRHW TVSZMHI ER MRXIVIWXMRK FPYITVMRX JSV LS[ E FVERH WLSYPH FILEZI MR E WSGMEP GSRXI\X M I WSGMEP QIHME 5). HUMBLE – 3RI SJ XLI [SVWX QMWXEOIW E FVERH GER QEOI MW XS SZIVTPE] MXW MQTSVXERGI MR XLI PMZIW SJ ]SYRK TISTPI =SYRK TISTPI PSZI FVERHW MJ XLI] EVI YWIJYP XMQIP] ERH EPPS[ XLIQ XS I\TVIWW WSQI IPIQIRX SJ XLIMV TIVWSREPMX]©]SYRK TISTPI XMVI UYMGOP] of brands which clutter up their feeds with useless and inane information 4). MATURE – =SYRK TISTPI PSZI LEZMRK SPHIV JVMIRHW XLEX XLI] GER PSSO YT XS 7MQMPEVP] they value brands that are worthy of their respect and demonstrate a compelling and GSRWMWXIRX TSMRX SJ ZMI[ 3). SOCIABLE – &IMRK WSGMEFPI MW EFSYX FIMRK TVIWIRX EX XLI VMKLX XMQI ERH MR XLI VMKLX [E] *VMIRHW ]SY PSZI XS WSGMEPM^I [MXL WLEVI GSSP XLMRKW [MXL ]SY LEZI E HMEPSKYI [MXL ]SY ERH LEZI E WX]PI XLEX WYMXW XLIMV TIVWSREPMX] 2) GENUINE – &IMRK KIRYMRI MW EFSYX FIMRK [SVXL] SJ XVYWX -RZMXMRK E FVERH MRXS ]SYV TIVWSREP WTEGI VIUYMVIW XVYWX ERH FVERHW WLSYPH FI QMRHJYP SJ RSX EFYWMRK XLMW XVYWX 1). TRUTHFUL – 8VYXLJYPRIWW MW QSVI XLER X[MGI EW MQTSVXERX EW MXW RIEVIWX GSQTIXMXSV 8LMW MW XLI GPIEV [MRRIV MR XIVQW SJ ZEPYIW XLEX ]SYRK TISTPI WIIO MR XLIMV JVMIRHW 8LMW HIWMVI JSV XVYXLJYP JVMIRHW QEVVMIW YT [MXL XLI HIWMVI JSV %98,)28-'-8= SRI SJ XLI LMKLIWX WGSVMRK QSXMZEXMSRW EX E KPSFEP PIZIP©QIIX XLI 8VYXL ,YRXIVW
“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 +PSFEPP] XLI FVERH XLEX ]SYRK TISTPI WE] XLI] QSWX [ERX XS ³LERK SYX [MXL ´ EW [IPP EW XLI FVERH XLI] QSWX EHQMVI MW +SSKPI +SSKPI MW TEVX SJ XLI JEFVMG ERH MRJVEWXVYGXYVI SJ XLIMV PMZIW ERH MW WIIR EW XLI VSYXI XS ORS[PIHKI XS ORS[ LS[ XS TVSFPIQ WSPZMRK ERH YPXMQEXIP]
XLI] FIPMIZI XS XVYXL
Why is the truth so very important to this generation? 8VYXL MW QSVI VEVI ERH XLIVIJSVI QSVI ZEPYIH MR E [SVPH SJ ³JEOI JVMIRHW´ ERH GYVEXIH MHIRXMXMIW 1SVISZIV XLI HIQSGVEG] SJ XLI -RXIVRIX LEW FVSYKLX [MXL MX E WIE SJ MRJSVQEXMSR STMRMSR XEPIRX ERH ³JEGXW´ -R XLI GEGSTLSR] SJ RSMWI MX´W XVMGOMIV XS EWGIVXEMR [LSQ ]SY WLSYPH PMWXIR XS ERH [LSQ ]SY WLSYPH HVS[R SYX 8LI ]SYRK TISTPI [I QIX MR 'LMPI TPEGIH E PSX SJ IQTLEWMW SR EYXLIRXMGMX] EW E QSXMZEXMSR FIGEYWI MR XLIMV ZMI[ RSXLMRK MW SVMKMREP ER]QSVI IZIV]XLMRK RS[EHE]W MW E GST] SJ E GST] SJ E GST]
Idols come down to earth *SV ]SYRK TISTPI XSHE] XLIMV MHSPW EVI QSVI ³VIEP´ ERH EGGIWWMFPI XLER IZIV 8[MXXIV ERH WSGMEP RIX[SVOMRK WMXIW LEZI FVSYKLX XLI SRGI ³YRXSYGLEFPI´ GIPIFVMXMIW ½ VQP] HS[R XS IEVXL EW XLIWI XSSPW TVSZMHI EGGIWW XS XLI MRXMQEGMIW SJ MHSPW´ IZIV]HE] PMZIW
When I grow up I want to be…not famous -J [I KMZI ]SYRK TISTPI XLVII [MWLIW JSV XLIMV JYXYVI [I WII XLEX XLIMV EWTMVEXMSRW EVI EGXYEPP] TVIXX] KVSYRHIH ;LMPWX QER] [SYPH EWWYQI XLEX ]SYRK TISTPI XLIWI HE]W EVI E KIRIVEXMSR SJ EXXIRXMSR WIIOMRK JEQI SFWIWWMZIW©SRP] KPSFEPP] [IVI MRXIVIWXIH MR FIMRK JEQSYW 8LIMV XST [MWLIW JSV XLIMV JYXYVIW [IVI XS QEMRXEMR KSSH LIEPXL FI WYGGIWWJYP MR XLIMV GLSWIR GEVIIV QIIX XLIMV WSYP QEXI ERH PSSO EJXIV XLIMV JEQMP] =SYRK TISTPI MR XLI 97 [IVI QSWX MRXIVIWXIH MR ½ RHMRK PSZI ZIVWYW KPSFEP EZIVEKI ERH ]SYRK TISTPI MR 1I\MGS EVI QSWX MRXIVIWXIH MR WXEVXMRK XLIMV S[R FYWMRIWWIW ZIVWYW
12
| The Truth About Youth
| McCann Worldgroup
45%
| May 2011
Please choose three wishes from the list below
40% 35% 30% 25% 20% 15% 10% 5%
To be beautiful
To be more successful than my parents
To be famous
To have a great sex life
To have lots of friends
To have children / have more children
To start my own business
To make the world a better place for others
To be rich
To travel the world
To look after my family
To meet my mate/ stay with my current partner forever
To be successful in my career
To always be healthy
0%
In India, however, we see a different attitude to fame ,IVI ]SYRK TISTPI EVI PMZMRK XLIMV PMZIW MR ³GSRWXERX EYHMXMSR QSHI´ FIGEYWI XLI] FIPMIZI JEQI MW NYWX EVSYRH XLI GSVRIV =SYXL VIEPMX] WLS[W LEZI WXEVXIH TPE]MRK E QENSV VSPI MR GVIEXMRK ]SYXL PMRKS EXXMXYHI SJ ]SYRK TISTPI MR -RHME [SYPH YWI SRI SJ XLIMV XLVII [MWLIW XS FI JEQSYW
ZIVWYW NYWX SJ ]SYRK TISTPI KPSFEPP] 7MQMPEVP] SJ -RHMER ]SYRKWXIVW [SYPH PMOI XS FI VMGL ZIVWYW SJ XSXEP WEQTPI
But even in the ultimate celebrity cultures…
McC
=SYRK TISTPI TYVTSVX XS TVIJIV WXEVW XLEX EVI GSRRIGXIH XS VIEP PMJI ERH RSX ³TVIEGL]´ 8LI] GPEMQ XS WIIO WYFWXERGI EW [IPP EW WX]PI TVIJIVVMRK GIPIFVMXMIW [LS LEZI E WXVSRK 43: %QSRKWX XLI GIPIFVMXMIW ]SYXL EHQMVIH XLI QSWX [IVI +ERHLM &MPP +EXIW 1SXLIV 8LIVIWE .IWYW 1EVXMR 0YXLIV /MRK 2IPWSR 1ERHIPE &EVEGO 3FEQE 7XIZI .SFW 1EVMI 'YVMI %RKIPMRE .SPMI ERH %PFIVX )MRWXIMR %PWS SJ MRXIVIWX MW XLI TVSTSVXMSR [LS REQIH XLIMV QSXLIV ERH JEXLIV HIWTMXI FIMRK EWOIH JSV JEQSYW TISTPI -HSPW HSR´X GSQI QYGL QSVI HS[R XS IEVXL XLER XLEX
13
ann
| The Truth About Youth
| McCann Worldgroup
| May 2011
Brands of substance .YWX EW ]SYRK TISTPI RS[EHE]W WIIO XVYXL ERH WYFWXERGI JVSQ XLIMV GIPIFVMXMIW XLI] EPWS WIIO MX JVSQ XLI FVERHW XLEX TSTYPEXI XLIMV [SVPH 8LI] VIWIVZI XLIMV QSWX WGEXLMRK EXXEGOW JSV FVERHW XLEX EVIR´X XVYI XS XLIQWIPZIW SV FVIEO TVSQMWIW ;I WII TEVXMGYPEV WIRWMXMZMX] EVSYRH ER]XLMRK TIVXEMRMRK XS IRZMVSRQIRXEPMWQ SV GSVTSVEXI WSGMEP VIWTSRWMFMPMX] 3YV ]SYRK MRXIVZMI[IIW MR .ETER HIWGVMFIH LS[ XLI] WOITXMGEPP] I\EQMRI E GSQTER]´W WSGMEP activity for any signs of ulterior motives and then decide according to real actions and IZMHIRGI VEXLIV XLER E TVSNIGXIH MQEKI This is a generation who pride themselves on their ability to distinguish right from [VSRK ERH LEZI E WXVSRK GSQQMXQIRX XS .978-') SRI SJ XLI XST XLVII HSQMRERX KPSFEP QSXMZEXMSRW 8LMW RI\X GLETXIV I\TPSVIW LS[ ]SYRK TISTPI EVI YWMRK XIGLRSPSK] XS GVIEXI XLIMV S[R ZIVWMSR SJ NYWXMGI ERH GLERKI XLI [SVPH EPSRK XLI [E]
“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 .YWX FILMRH '31192) .978-') [EW GLSWIR F] ]SYRK TISTPI KPSFEPP] EW XLI WIGSRH LMKLIWX VEXIH QSXMZEXMSR .YWXMGI MW FVSEHP] MRXIVTVIXIH LIVI EW ³HSMRK XLI VMKLX XLMRK´ ERH XLI GSRGITX GER FI ETTPMIH SR X[S HMJJIVIRX PIZIPW© 7SGMEP .YWXMGI 8LI RIIH XS HS [LEX´W VMKLX JSV WSGMIX] 4IVWSREP .YWXMGI 8LI RIIH XS HS [LEX´W VMKLX JSV QI
2011: A year of justice
ce: 1. Social Justi do The need to what’s right for society
-R XLI 1MHHPI )EWX [I WII LS[ WSGMEP QIHME LEW FIIR YWIH XS KVIEX IJJIGX EW E XSSP JSV GLERKI 'SQQYRMXMIW EGVSWW FSVHIVW LEZI LEVRIWWIH WSGMEP QIHME XS VITSVX XS WLEVI MRJSVQEXMSR ERH XS FYMPH RIX[SVOW SJ WYTTSVX ERH IRGSYVEKIQIRX 8LMW MWR´X XS YRHIV IWXMQEXI XLI WMKRM½ GERX MQTEGX SJ XVEHMXMSREP QIHME %P .E^IIVE QSWX RSXEFP] SV XLI VSPI SJ XLSWI MRHMZMHYEPW SR XLI WXVIIX [LS LEZI PMXXPI SV RS MRXIVEGXMSR [MXL WSGMEP QIHME 8LI WMXYEXMSR XLEX YRJSPHIH MR )K]TX [EW E KVIEX I\EQTPI SJ XLI LEVQSRMWEXMSR SJ SPH ERH RI[ QIHME [SVOMRK WMHI F] WMHI SRI TVSZMHMRK JYIP ERH ³IZMHIRGI´ SR XLI KVSYRH XLI SXLIV TVSZMHMRK TVS½ PI ERH EREP]WMW %RH MX MWR´X NYWX MR XLI 1MHHPI )EWX XLEX [I´ZI WIIR XLI TSPMXMGM^EXMSR SJ WSGMEP QIHME -R IZIV] country around the world we see people joining groups and registering their discontent SR E [MHI VERKI SJ XSTMGW IZIV]XLMRK JVSQ GSVVYTXMSR MR TSPMXMGW XS JVIIHSQ SJ WTIIGL SV LYQER VMKLXW EFYWIW
Social media and justice; a complex relationship
2. Person al Justice: T he need to d o what’s rig ht for me
8LI VIPEXMSRWLMT FIX[IIR WSGMEP QIHME ERH EGXMZMWQ MWR´X EW WXVEMKLXJSV[EVH EW MX QE] WSYRH -R SYV VIWIEVGL [I LIEVH XLEX JSV WSQI ]SYRK TISTPI WSGMEP QIHME GER EGXYEPP] QEOI MX LEVHIV XS TYX ]SYVWIPJ SYX XLIVI .YWX EW XLIVI EVI LYRHVIHW SJ TISTPI VIEH] XS ³PMOI´ ]SYV [MXX] GSQQIRXW SV GSSP TLSXSW XLIVI EVI QER] TISTPI VIEH] XS NYHKI ]SY SV IZIR FYPP] ]SY %W E ]SYRK TIVWSR MR 7TEMR GSQQIRXIH ±8S FI E XVYI VIFIP ]SY LEZI XS RSX GEVI [LEX SXLIV TISTPI XLMRO ² *SPPS[MRK SR 1EPGSPQ +PEH[IPP´W QYGL HIFEXIH EVXMGPI MR XLI New York Times ±7QEPP 'LERKI ;L] XLI 6IZSPYXMSR ;MPP RSX FI 8[IIXIH² [LMGL UYIWXMSRIH XLI IJJIGXMZIRIWW SJ WSGMEP QIHME EW E KIRYMRI XSSP JSV GLERKI SRI SJ SYV I\TIVX MRXIVZMI[IIW JVSQ 1I\MGS QEHI E WMQMPEV TSMRX 7SGMEP QIHME LEW QEHI EVQGLEMV EGXMZMWQ SV ³WPEGOXMZMWQ´ EW MX LEW FIIR GEPPIH EPP XSS IEW] XLIWI HE]W
| The Truth About Youth
| McCann Worldgroup
| May 2011
Re-imagining personal justice 4IVWSREP NYWXMGI MW HI½ RIH F] ]SYRK TISTPI EW HSMRK XLI VMKLX XLMRK JSV ]SYVWIPJ ERH FIMRK XVIEXIH JEMVP] MR ]SYV IZIV]HE] PMJI -X MW MRXIVIWXMRK XLEX KPSFEPP] XLI XLMRK ]SYRK TISTPI EVI QSWX PMOIP] XS WE] XLI]´VI KSSH EX MW ³ORS[MRK VMKLX JVSQ [VSRK´ &YX HS XLI] HI½ RI ³VMKLX´ ERH ³[VSRK´ MR XLI WEQI [E] EW SXLIV KIRIVEXMSRW# ;I´ZI WIIR IZMHIRGI XLEX XLI] EVI HIZIPSTMRK XLIMV S[R HMWXMRGXMZI QSVEP JVEQI[SVO [LMGL MW LIEZMP] MR¾ YIRGIH F] XLI ³PE[W´ SJ XLI MRXIVRIX VEXLIV XLER XLI PE[W SJ ER] MRHMZMHYEP REXMSR WXEXI %W SYV VIWIEVGL XIEQ MR 1I\MGS TSMRXIH SYX ±=SYRK TISTPI EVI PSSOMRK JSV XLIMV S[R NYWXMGI© ERH XLEX QIERW EZSMHMRK MQTSWMXMSRW VMKMH VYPIW ERH WXVYGXYVIW [LIVI XLI] GER´X RIKSXMEXI²
eal “I wouldn’t st uld o a car but I w sure as hell e download on if I could” Facebook G
Older generations see 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
roup
Younger generation see as right… Downloading isn’t stealing. they’ll download GSRXIRX ³MPPIKEPP]´ FYX ½ RH SXLIVW [E]W SJ 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)
Staring at a screen in company is rude
Looking away from a screen is rude to your friends
Not working at work is a disciplinary issue
Work can be disrupted by play 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 XLI -RXIVRIX [MPP MR¾ YIRGI XLIMV QSVEP JVEQI[SVO ERH RSXMSR SJ EGGITXEFPI ERH YREGGITXEFPI FILEZMSV )WWIRXMEPP] XLI] PMZI MR E [SVPH [LIVI© &SVHIVW [SR´X FI XSPIVEXIH 1SVI XLER ER] SXLIV KIRIVEXMSR XLMW KIRIVEXMSR HSIWR´X XLMRO MR GSQTEVXQIRXW -J - GER LEZI XLEX LIVI [L] - GER´X - LEZI MX XLIVI# -J XLMW MW ³VMKLX´ LIVI [L] MW MX ³[VSRK´ XLIVI# 'SPPEFSVEXMSR MW LEVH[MVIH 8LI XLMVH XLMRK ]SYRK TISTPI TVMHI XLIQWIPZIW SR MW ³[SVOMRK MR E KVSYT SV XIEQ´ ERH SYX SJ XLI XST XLMRKW XLEX ]SYRK TISTPI XLMRO XLI]´VI KSSH EX GSZIV LS[ XLI] VIPEXI XS SXLIV TISTPI 8LI GSRXI\X MW KPSFEP -X´W KIXXMRK LEVHIV ERH LEVHIV JSV REXMSR WXEXIW XS QEMRXEMR XLIMV S[R QSVEP WMPS [LIR ]SYRK TISTPI EVI QSVI E[EVI SJ LS[ NYWXMGI MW HI½ RIH IPWI[LIVI
Business beware -X MW SJ XLMW WXVSRK WIRWI SJ ³TIVWSREP NYWXMGI´ XLEX FYWMRIWWIW GER WSQIXMQIW YTWIX 8LI QSQIRX ]SYRK TISTPI JIIP LIQQIH MR MKRSVIH SV TIVWSREPP] LEVH HSRI F] XLI] EVIR´X EJVEMH XS WLSYX EFSYX MX SV REQI XLIMV TIVTIXVEXSV % [LSTTMRK KPSFEPP] [SYPH QEOI E TSMRX SJ XIPPMRK XLIMV JVMIRHW EFSYX YRNYWX FILEZMSV JVSQ E FVERH *VSQ E ]SYRK TIVWSR´W TSMRX SJ ZMI[ XLI [SVWX XLMRK E FVERH GER HS MW QEOI E TVSQMWI MX HSIWR´X OIIT +MZIR XLIMV JSGYW SR XVYXL ERH EYXLIRXMGMX] ]SYXL [ERX FVERHW XS EHSTX E JSVQ SJ NYWXMGI XLEX MW E GVIHMFPI ERH F XVYI XS XLI FVERH 8LI] [ERX FVERHW XS HS XLI VMKLX XLMRK MR E [E] XLEX WIIQW VMKLX JSV XLEX FVERH %R]XLMRK XLEX WIIQW G]RMGEP SV TMIGIQIEP [MPP FI UYMGOP] HMWQMWWIH
What is a justice brand? ;LIR EWOIH XS REQI ³NYWXMGI FVERHW´ ]SYRK TISTPI EPP SZIV XLI [SVPH TYX JSV[EVH E VMGL ERH HMZIVWI WIPIGXMSR SJ FVERHW 'SYRXPIWW WQEPP PSGEP MRMXMEXMZIW [IVI QIRXMSRIH JVSQ FMK FVERHW ERH WQEPP FVERHW SPH FVERHW ERH RI[ FVERHW XLIVIF] HIQSRWXVEXMRK XLEX ]SY HSR´X LEZI XS QEOI WSQI FMK W[IITMRK GLERKI XS FI VIGSKRM^IH )ZIV]SRI GSYPH VIGSYRX WTIGM½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¾ YIRGI XLI WLETI SJ KPSFEP NYWXMGI JVSQ JVIIHSQ SJ WTIIGL XS TVMZEG] ERH XIVVSVMWQ -X´W MRXIVIWXMRK XLEX 1MGVSWSJX XVYQTW %TTPI XS XLI RYQFIV X[S WTSX MX QE] RSX WGSVI UYMXI WS LMKLP] EW E FVERH XLEX ]SYRK TISTPI [ERX XS ³LERK SYX [MXL´ XSHE] FYX ]SYRK TISTPI IZIV][LIVI WIIQ XS EGORS[PIHKI XLEX [I [SYPHR´X FI [LIVI [I EVI XSHE] [MXLSYX 1MGVSWSJX -J %TTPI LEW WIIR JYVXLIV MX MW FIGEYWI MX WXSSH SR XLI WLSYPHIVW SJ 1MGVSWSJX E XVYI XIGLRSPSKMGEP KMERX SJ SYV XMQIW 8LI TVIWIRGI SJ 'SGE 'SPE (MWRI] ERH 2MOI MR XLI top ten demonstrates the importance of optimism and the spirit of carpe diem for XLMW KIRIVEXMSR
Summary
1. Technology 1. as a Technology Fifth as a Sense Fifth Sense
2. The 2. Social The Economy Social Economy
3YV XST XLVII LMKLIWX VEXIH KPSFEP QSXMZEXMSRW '31192) .978-') ERH %98,)28-'-8= TVSZMHI GSQTIPPMRK MRWMKLX MRXS XLI PMZIW SJ ]SYRK TISTPI XSHE]
%PP XLVII SJ XLIWI QSXMZEXMSRW EVI YRHIVTMRRIH F] ERH JYIPPIH F] XLIMV VIPEXMSRWLMT [MXL XIGLRSPSK] RS[ WS intrinsic and fundamental that half of young people would sooner give up one of their human senses than give up XLIMV XIGLRSPSK]
3. The 3. Truth The Hunters Truth Hunters
8VYXLJYP MW XLI WMRKPI QSWX WSYKLX ZEPYI MR E JVMIRH ERH ³%98,)28-'-8=´ MW SRI SJ XLI LMKLIWX VEXIH QSXMZEXMSRW 0MXXPI [SRHIV ]SYRK TISTPI EVI SFWIWWIH with the truth when they exist in a world of curated MHIRXMXMIW *EGIFSSO [SVXL] PMZIW ERH MRJSFIWMX] +SSKPI MW XLIMV RYQFIV SRI EPP] MR XLI UYIWX JSV XVYXL and they are seeking substance from brands and GIPIFVMXMIW EPMOI
=SYRK TISTPI RS[EHE]W I\MWX MR E 7SGMEP )GSRSQ] [LIVI XLI] EVI MRGVIEWMRKP] HI½RMRK XLIQWIPZIW ZME [LS XLI] GSRRIGX [MXL ERH [LEX XLI] GSRRIGX TISTPI XS 9RWYVTVMWMRKP] [I´ZI WIIR E VYWL SJ FVERHW MRXS XLI WSGMEP WTEGI ,S[IZIV XS EZSMH JIIPMRK PMOI NYWX ERSXLIV ³JEOI JVMIRH´ FVERHW QYWX YRHIVWXERH XLI ZEPYIW ]SYRK TISTPI WIIO MR XLIMV XVYI JVMIRHW ,YQFPI 1EXYVI 7SGMEFPI +IRYMRI 8VYXLJYP©
4. Justice 4. ReJustice Imagined ReImagined
Young people around the world are reinventing the MHIE SJ [LEX NYWXMGI MW ERH LS[ MX [SVOW 7SGMEP QIHME MW LEZMRK E TS[IVJYP ERH WSQI[LEX TEVEHS\MGEP VSPI MR XLI UYIWX JSV HSMRK XLI VMKLX XLMRK 3R E TIVWSREP level young people believe they have a strong notion SJ XLI HMJJIVIRGI FIX[IIR VMKLX ERH [VSRK©FYX this is increasingly informed by the values of the -RXIVRIX 8LIMV RI[ QSVEP JVEQI[SVO [MPP GSRXMRYI XS transform everything around us from the laws that KSZIVR SYV PMZIW XS SYV [SVOTPEGIW
| The Truth About Youth
| McCann Worldgroup
| May 2011
Brought to you by the collective genius of McCann Worldgroup
20