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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 1G'ERR;SVPH+VSYTXS½RHSYX-RE[SVPHE[EWL[MXLMRJSVQEXMSRERHQMWMRJSVQEXMSR [IJSYRHWSQI8698,7 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[ERXXSXVYP]YRHIVWXERHEKVSYTSJTISTPI SVMRXLMWGEWIEKIRIVEXMSR XLIR[I RIIHXSHMKMRXS[LEXVIEPP]QSXMZEXIWXLIQ;I´ZIMHIRXM½IHERHGPEWWM½IHLYQER QSXMZEXMSRWXLEXVERKIJVSQXLIQSVISYXIVHMVIGXIH PMOI198-2=ERH796+) XSXLI QSVIMRRIVHMVIGXIH PMOI'3'332ERH&)'31-2+ 8LIWIQSXMZEXMSRWTVSZMHIE TS[IVJYPJVEQI[SVOJSVFVERHWXLEX[MWLXSGSRRIGX[MXLTISTPI=SYXL[IVIEWOIHXS VEXIEWIVMIWSJZEPYIWXEXIQIRXW[LMGLEPPS[IHYWXSEWGIVXEMRXLIMRHMZMHYEPMQTSVXERGI SJIEGLQSXMZEXMSR

Contact Flight

Justice

The need to release TVIWWYVIERH½RH tranquillity / peace / quiet in a JEWXTEGIH[SVPH

The need for so cia TI VWSREPNYWXMGI l or XS [LEX´WV MKLXXSF HS I EREG XMZMWX 

Commune 8LIRIIHJSVGSRRIGXMS relationships and GSQQYRMX]

Authenticity The need to see XLMRKWEWXLI]EVI

Becoming The need for personal HIZIPSTQIRXKVIEXIV independence an

R

Journeying

8LIRIIHJS I\ TI VMQIRXE VI\TPSVEXMSR XMSRERHHMWG SZIV ]

Order

The need for emotional ERHTL]WMGEPGPSWIRIWW

SVKERMWI  8LIRIIHXS KSVMWI XI GE I PMW VEXMSRE

Surge The need for visceral I\GMXIQIRXERHVE[VYWL

Mutiny

Membership

The need to rebel and push against the WXEXYWUYS

The need to be in-theORS[ERMRWMHIVSVTEVX SJXLIGVS[H

Props

Cocoon

The need for personal VIGSKRMXMSREXXIRXMSR ERHEHQMVEXMSR

The need for safety and a feeling SJWIGYVMX]

Muscle The need to exe rt SP TS[IVSVI\IVXGSRXV

Gauntlet The need to compete ERH[MRXSGLEPPIRKI ]SYV WIPJXSTV SZI]SYV GETEFMPMXMIW

Assurance The need to avoid mistakes ERHTVIZIRXXVSYFPI

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| The Truth About Youth

| McCann Worldgroup

| May 2011

Global citizens ;I´ZIWIIRXLIIQIVKIRGISJEKIRIVEXMSR[MXLJYRHEQIRXEPGSQQSREPMXMIWXLEX XVERWGIRHFSVHIVW8LIWEQIXLVIIQSXMZEXMSRWEVIVEROIHLMKLP]MRIZIV]GSYRXV]

Commune

RRIG XMSR XLIRIIHJSVGS HGSQQYRMX ] VIPEXMSRWLMTWER

Justice

the need fo r social or TIV WSREPNY W XMGIXSHS [LEX´W V MKLXXSFI EREG XMZMW X

ticity Autheen d to see the ne ]EVI XLMRKWEWXLI

8IGLRSPSK]SJGSYVWIMWXLIKVIEXKPSFEPYRM½IVMXMWXLIKPYIXLEXFMRHWXLMWKIRIVEXMSR XSKIXLIVERHJYIPWXLIXLVIIQSXMZEXMSRWEFSZI'SQTEVIHMRXLITEWXXSERI\XVE ³PMQF´JSV]SYRKTISTPI[IFIPMIZIXIGLRSPSK]LEWFIGSQIIZIRQSVIJYRHEQIRXEP

4


| The Truth About Youth

| McCann Worldgroup

| May 2011

1. Technology as a fifth sense +MZIREPMWXSJXLMRKW MRGPYHMRKGSWQIXMGWXLIMVGEVXLIMVTEWWTSVXXLIMVTLSRIERHXLIMV WIRWISJWQIPP ERHXSPHXLI]GSYPHSRP]WEZIX[S SJXLSWIEKIHERH SJ those aged 23-30 would give up their own sense of smell if it meant they could keep an MXIQSJXIGLRSPSK] QSWXSJXIRXLIMVTLSRISVPETXST ;IEPPORS[LS[MQTSVXERX XIGLRSPSK]MWXS]SYRKTISTPIFYXE[MPPMRKRIWWXSWEGVM½GISRISJXLIMVLYQERWIRWIW XSOIITMXWLS[WNYWXLS[MRXVMRWMGMXLEWFIGSQI 4IVLETWMX´WRSXEPPXLEXWYVTVMWMRK[LIR]SYGSRWMHIVXLEXXIGLRSPSK]VITVIWIRXWEPPXLI JVMIRHW]SYGSYPHIZIV[ERXEPPXLIORS[PIHKI]SY[MPPIZIVRIIHERHEPPXLIIRXIVXEMRQIRX ]SYGSYPHHIWMVI*SV]SYRKTISTPIXIGLRSPSK]MWQSVIXLEREYWIJYP XSSPSVERIREFPIV-XMWXVYP]XLIMV½JXLWIRWI Youth see technology as Plah-Doh – something they use in an utterly malleable and MRWXMRGXMZI[E]3PHIVKIRIVEXMSRWWXEVX[MXL³[LEX[MPPXLMWFS\EPPS[QIXSHS#´[LIVIEW XLMWKIRIVEXMSRWXEVXW[MXL³[LEXHS-[ERXXSHS#;LIVIGERQ]MQEKMREXMSRXEOIQI#´ 8IGLRSPSK]IREFPIW]SYRKTISTPIXSWIRWIXLI[SVPHERHQEOIWIRWISJXLI[SVPH-XMWXLMW deep relationship with technology that is shaping their attitudes towards community and XVYXLERHEPPS[MRKXLIQXSVIMQEKMRINYWXMGIJSVERI[IVE

5


| The Truth About Youth

| McCann Worldgroup

| May 2011

2. The Social Economy '31192) XLIRIIHJSVGSRRIGXMSRERHGSQQYRMX] [EWVEXIHEWXLIQSWX JYRHEQIRXEPQSXMZEXMSRF]]SYRKTISTPI+PSFEPP]SZIV EKVIIERH WXVSRKP] EKVII[MXLWXEXIQIRXWVIPEXIHXSXLI'31192)QSXMZEXMSR ;LIREWOIHXSHVE[ETMGXYVIXSWYQYTXLIMVQSXMZEXMSRWE]SYRKTIVWSRMR1I\MGS HVI[XLI-R½RMX]W]QFSPWXEXMRKXLEXMXVITVIWIRXIH±YRPMQMXIHTSWWMFMPMXMIWERHMR½RMXI GSRRIGXMSRWXLVSYKLEPPI\TIVMIRGIWERHTISTPI²=SYRKTISTPIMR7SYXL%JVMGE WTSOISJXLIWTMVMXSJ9FYRXY EWIRWISJGSQQYRMX] ERHLS[XLIXVYITS[IVSJ XSKIXLIVRIWWLEW½REPP]FIIRYRPIEWLIHF]WSGMEPRIX[SVOMRKXIGLRSPSK] -J[I[ERXXSXVYP]KVEWTXLITS[IVSJGSRRIGXMSRJSVXLMWKIRIVEXMSR[IGERPSSO EXLS[XLI][ERXXSFIVIQIQFIVIH-XMWRSXJSVXLIMVFIEYX]XLIMVTS[IVSVXLIMV MR¾YIRGIFYXWMQTP]JSVXLIUYEPMX]SJXLIMVLYQERVIPEXMSRWLMTWERHXLIMVEFMPMX]XS PSSOEJXIVXLSWIEVSYRHXLIQ

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.%WEZIV]MR¾YIRXMEPTIVWSR 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 8LIXIVQ±)\TIVMIRGI)GSRSQ]²[EW½VWXGSMRIHMRE,EVZEVH&YWMRIWW6IZMI[EVXMGPI F].EQIW+MPQSVIERH.SWITL4MRI8LIXLISV]KSIWXLEXMRIGSRSQMIWSJQEWWEJ¾YIRGI TISTPIFIGSQIQSVIERHQSVIMRXIVIWXIHMRTE]MRKXSHSXLMRKWVEXLIVXLERTE]MRKXSS[R XLMRKW3YVVIWIEVGLMRHMGEXIWXLEXSYVIGSRSQ]MWQSZMRKMRXSERI[TLEWI[LIVIF]]SYRK TISTPIWIIOXSHI½RIXLIQWIPZIWRSXSRP]F][LEXXLI]S[RSV[LEXXLI]HSFYXTVMQEVMP] F]XLIMVEFMPMX]XSGSRRIGXXSWLEVIERHXSFVSEHGEWX8LIXIVQ³7SGMEP)GSRSQ]´LIPTWYWXS capture not only the thing which consumers are placing more and more emphasis on when MXGSQIWXSWIPJHI½RMXMSRFYXEPWSERMRWMKLXMRXSLEVHIGSRSQMGZEPYI7QEVXRI[FYWMRIWW ZIRXYVIWPMOI+VSYTSREVII\TPSMXMRKXLIRI[7SGMEP)GSRSQ] XSKVIEXIJJIGX 8LIIQIVKIRGISJXLI7SGMEP)GSRSQ]HSIWR´XMQTP]XLEXXLI1EXIVMEPSV)\TIVMIRGI )GSRSQMIWLEZIKSRIE[E]VEXLIVXLEXXLIWI)GSRSQMIWWLSYPHRS[FIZMI[IHXLVSYKL XLIPIRWSJXLI7SGMEP)GSRSQ]

The influence of friends %WER]]SYRKTIVWSR[MXLEGGIWWXSWSGMEPQIHME[MPPXIPP]SYXLIMVJVMIRHWEVIMRGVIEWMRKP] ³IZIVTVIWIRX´%]SYRKTIVWSRMR7SYXL%JVMGEVIPEXIHLS[LMWQSXLIVEWOIHLMQETIVJIGXP] FIRMKR FYXXSLMQWIIQMRKP]VMHMGYPSYW UYIWXMSR±,EZI]SYWTSOIRXS]SYVJVMIRHW XSHE]#²,MWVIWTSRWI[EW³PMOIHYL´ -RXIVIWXMRKP]MR'LMREERH-RHMEX[SXLMVHWSJ]SYRKTISTPIEHQMXXLEXXLIMVJVMIRHWLEZI QSVIMR¾YIRGISZIVXLIMVHIGMWMSRWXLERXLIMVJEQMP]HSIW LMKLIVXLEREPPSXLIVGSYRXVMIWMR XLIWXYH] -XMWMRXLIWIHIZIPSTMRKQEVOIXW[LIVI]SYRKTISTPIXVYP]EXXLIZERKYEVHSJ XIGLRSPSKMGEPGLERKIEVIQSWXHMJJIVIRXJVSQXLIMVTEVIRXW

From belonging to connecting; redefining friendship in the Social Economy %GGSVHMRKXS]SYRKTISTPIXLI[SVPHSZIVEXVYIJVMIRH[MPPEP[E]WFIHI½RIHMRXLIWEQI [E][LIXLIVMX´WXLITIVWSR[LSFEGOW]SYYTMRE½KLXXLITIVWSR[LSPMOIWXLIWEQI QYWMGEW]SYSVXLITIVWSR]SYGERXVYP]FI]SYVWIPJ[MXLXLIXLMRKWXLEXQEOIEJVMIRHE XVYIJVMIRHHSR´XGLERKI&YXEXEFVSEHIVPIZIPXLIHI½RMXMSRSJJVMIRHWLMTJSV]SYRKTISTPI MWFIMRKWXVIXGLIHWIKQIRXIHERHVIMRZIRXIH©

7


| The Truth About Youth

| McCann Worldgroup

| May 2011

3RGIYTSREXMQIXIIREKIVWLEHEWQEPPKVSYTSJJVMIRHW X]TMGEPP]TISTPI ERH XLIWI[IVISJXIRTISTPIQIXXLVSYKLWGLSSP;MXLMRXLMWKVSYT]SYRKTISTPIGSYPH I\TVIWWXLIMVMRHMZMHYEPMX]FYXMX[EWZMXEPXLEXXLI]FIPSRKIHXSXLIKVSYT,S[IZIV RS[EHE]WXLMRKWEVIQSVIGSQTPI\9WMRKWSGMEPQIHMEEX]TMGEPXIIREKIVMWPMOIP]XSQEREKI ERHQEMRXEMRQYPXMTPIMRXIVWIGXMRKKVSYTWSJJVMIRHW-RXLMWWIRWI³GSRRIGXMRK´XSEFVSEHIV RIX[SVOSJJVMIRHWLEWVITPEGIHXLIWMRKYPEVRIIHXS³FIPSRK´XSEXMKLXORMXKVSYTSJJVMIRHW

The friends arms race -RXLMWRI[[SVPHSJMR½RMXIGSRRIGXMSRWSRI´WUYERXMX]SJJVMIRHWFIGSQIWERMQTSVXERX MRHMGEXSV-R-RHME[IWIIEZMVXYEP³EVQWVEGI´EQSRKWX]SYRKTISTPILSTMRKXSEGGYQYPEXI QSVIJVMIRHWXLERER]SRIIPWI-RSXLIVQEVOIXWPMOIXLI9/LEZMRKXSSQER]JVMIRHWGERFI WIIREWEREGXSJHIWTIVEXMSRERHRIX[SVOWEVIEGXMZIP]GYPPIH8LIHS[RWMHIXSEQEWWMRK WSQER]³JVMIRHW´MWXLEX]SY´VIFSYRHXSTMGOYTEVEGOSJJEOIWEPSRKXLI[E]8LMWMWXVYP] EKPSFEPTLIRSQIRSRORS[REW³WXVERKIVJVMIRHW´MR-RHME³HMWTSWEFPIJVMIRHW´MR7MRKETSVI ³SFPMKEXMSRJVMIRHW´MR%YWXVEPMEERH³VIG]GPEFPIJVMIRHW´MR'LMPI 8LIWIRSRJVMIRHWEVIQEMRXEMRIHJSVERYQFIVSJVIEWSRW© To make you look more popular 8S³WT]´SR MI]SYHSR´XVIKEVHXLIQEWEVIEPJVMIRHFYX]SYPMOIXSGLIGOYTSR  XLIQIZIV]RS[ERHEKEMRXSGSQTEVIXLIMVPMJIXS]SYVW  8S³WLS[SJJ´XS MI]SYQMKLXRSX[ERXXSLERKSYX[MXLXLIQFYXXLI]WXMPPTVSZMHI  EREYHMIRGI  &IGEYWIWXVEXIKMGEPP]WTIEOMRK]SYQMKLXRIIHXLIQMRXLIJYXYVI ]SYHSR´XRIIH   XLIQRS[FYXEXWSQITSMRX]SYQMKLX[ERXXSFSPWXIVRYQFIVWEXELSYWITEVX]SV  RIIHXLIQXSVIGSQQIRH]SYJSVXLINSF]SY[ERX© 3JGSYVWIXLIHS[RWMHIXSQEMRXEMRMRKERHQEREKMRKWYGLEPEVKIRIX[SVOSJWSGEPPIH ³JVMIRHW´MWXLEXWSQIXMQIWMXFIGSQIWLEVHIVXS½KYVISYX[LS]SYVVIEPJVMIRHWEVI©

Your audience awaits… 3RGI]SY´ZIEQEWWIH]SYVEYHMIRGI©XLIGLEPPIRKIMWXSOIITXLIQGSRXMRYSYWP] MRXIVIWXIHMRERHIRXIVXEMRIHF]]SYVPMJI)ZIRKSMRKSREWLSVXYRHIVKVSYRHXVEMR journey can cause anxiety because this is like being without one of your senses for EWLSVXTIVMSH=SYXLJIEVQMWWMRKSYX SV³SYXSJGMVGYPEXMSR´EWMX[EWVIJIVVIHXS MR1EPE]WME FIGEYWIXLI][SVV]XLEXPEGOSJTVIWIRGIIZIRXIQTSVEVMP]GERMQTEGX XLIMVWSGMEPWXEXYW8LIRIIHJSVETTVSZEPMWXERKMFPI¯EWEXIIREKIVMR9/WEMH ±;LIR]SY´ZITYXEWXEXYWYTXLEX]SY´ZITYXEPSXSJIJJSVXMRXS]SY[ERXWSQISRI XSGSQQIRXSRMX;LIR]SYWIIRSGSQQIRXW]SY´VIPMOI(EQR²=SYRKTISTPI HIWGVMFIWMXXMRKMRJVSRXSJXLIPETXSTGSRXMRYSYWP]LMXXMRKVIJVIWL©[EMXMRKJSV WSQISRIWSQI[LIVIXSLMX³PMOI´©




| The Truth About Youth

| McCann Worldgroup

| May 2011

Pics or it didn’t happen -RXLI7SGMEP)GSRSQ]MX´WRSXKSSHIRSYKLXSWMQTP]HSWSQIXLMRK©]SYLEZIXSXIPP TISTPIEFSYXMXFIJSVIMXFIGSQIWVIEP-RSXLIV[SVHW©²TMGWSVMXHMHR´XLETTIR²8LIFIWX possible result in social media for young people is when someone else uploads a photograph SJ]SYPSSOMRKGSSPERHXLIRXEKW]SY-RXLMWWGIREVMS]SYKIXEPPXLIGVIHMX[MXLSYXPSSOMRK SZIVP]ZEMRSVJYPPSJ]SYVWIPJ

Creativity and competition %WOIHXSHVE[[LEXQSXMZEXIWXLIQE]SYRKTIVWSRMR+IVQER]HVE[WEHITMGXMSRSJ FIMRKGVIEXMZIE]SYRKTIVWSRMR/SVIEHVE[WERMQEKIXSVITVIWIRXXLIJIEVSJFIMRK WYVTEWWIHF]]SYVJVMIRHW©

-RQER][E]WXLMWMWEKIRIVEXMSR[LSHI½RIXLIQWIPZIWZMEXLIMVGVIEXMZMX]%JXIVEPPXLI] EVIXLI½VWXKIRIVEXMSRMRLMWXSV]XLEXLEHQEWWHIQSGVEXMGEGGIWWXSXLIXSSPWSJGVIEXMZMX] HMKMXEPGEQIVEWGLIETIHMXMRKWSJX[EVIHIWMKRTVSKVEQWERHFPSKKMRKTPEXJSVQW8LI¾MTWMHI to mass self-expression and connectivity is the ability to continuously measure your own life EGLMIZIQIRXWEKEMRWXXLSWI[MXLMR]SYVRIX[SVO2IZIVFIJSVILEZI]SYRKTISTPIJSYRH MXIEWMIVXSFIRGLQEVOXLIMVWYGGIWWIW SVPEGOSJ© %WXLI7SGMEP)GSRSQ]MRGVIEWIWMXW VIEGLGSYPH[I½RHERIRXMVIKIRIVEXMSRMQTEGXIHF]WSGMEPWXEXYWER\MIX]#




| The Truth About Youth

| McCann Worldgroup

| May 2011

Being socially useful 3JGSYVWIXLIVIEVIQER]FVERHWXLEXEMQXSXLVMZIMRXLI7SGMEP)GSRSQ] The most successful brands have a deep understanding of what being social means to young TISTPI7SGMEPP]YWIJYPFVERHW[MPPLIPT]SYRKTISTPIXS©

…Broadcast …Share

…Manage their connections …Beat their friends …Narrate their lives

…Entertain …Make new connections

…Be chameleons

8LIVI´WFIIREVYWLEQSRKWXFVERHWXSTSTYPEXIWSGMEPWTEGIWERHGSRRIGX[MXLXLI]SYRK TISTPI[LSPMZIXLIMVPMZIWXLIVI&YXXLIVI´WEHERKIVSJFVERHWJIIPMRKPMOINYWXERSXLIV³JEOI JVMIRH´-RSVHIVXSEGLMIZIEQSVIEYXLIRXMGVSPIMX´WLIPTJYPJSVFVERHWXSYRHIVWXERH[LEX ]SYRKTISTPIZEPYIMRXLIMV6)%0JVMIRHW

45% 40%

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

35% 30% 25% 20%

Motivated

Spontaneous

Energetic

Charismatic

Adventurous

Unique

Affectionate

9RWIP½WL

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

8LIXST½ZIZEPYIW]SYRKTISTPIWIIOMRXLIMVJVMIRHWTVSZMHIERMRXIVIWXMRKFPYITVMRXJSV LS[EFVERHWLSYPHFILEZIMREWSGMEPGSRXI\X MIWSGMEPQIHME 5). HUMBLE – 3RISJXLI[SVWXQMWXEOIWEFVERHGERQEOIMWXSSZIVTPE]MXWMQTSVXERGI MRXLIPMZIWSJ]SYRKTISTPI=SYRKTISTPIPSZIFVERHWMJXLI]EVIYWIJYPXMQIP]ERH  EPPS[XLIQXSI\TVIWWWSQIIPIQIRXSJXLIMVTIVWSREPMX]©]SYRKTISTPIXMVIUYMGOP]  of brands which clutter up their feeds with useless and inane information 4). MATURE –=SYRKTISTPIPSZILEZMRKSPHIVJVMIRHWXLEXXLI]GERPSSOYTXS7MQMPEVP] they value brands that are worthy of their respect and demonstrate a compelling and GSRWMWXIRXTSMRXSJZMI[ 3). SOCIABLE –&IMRKWSGMEFPIMWEFSYXFIMRKTVIWIRXEXXLIVMKLXXMQIERHMRXLIVMKLX  [E]*VMIRHW]SYPSZIXSWSGMEPM^I[MXLWLEVIGSSPXLMRKW[MXL]SYLEZIEHMEPSKYI[MXL ]SYERHLEZIEWX]PIXLEXWYMXWXLIMVTIVWSREPMX] 2) GENUINE –&IMRKKIRYMRIMWEFSYXFIMRK[SVXL]SJXVYWX-RZMXMRKEFVERHMRXS]SYV  TIVWSREPWTEGIVIUYMVIWXVYWXERHFVERHWWLSYPHFIQMRHJYPSJRSXEFYWMRKXLMWXVYWX 1). TRUTHFUL –8VYXLJYPRIWWMWQSVIXLERX[MGIEWMQTSVXERXEWMXWRIEVIWXGSQTIXMXSV 8LMWMWXLIGPIEV[MRRIVMRXIVQWSJZEPYIWXLEX]SYRKTISTPIWIIOMRXLIMVJVMIRHW 8LMWHIWMVIJSVXVYXLJYPJVMIRHWQEVVMIWYT[MXLXLIHIWMVIJSV%98,)28-'8=SRISJXLI LMKLIWXWGSVMRKQSXMZEXMSRWEXEKPSFEPPIZIP©QIIXXLI8VYXL,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

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| The Truth About Youth

| McCann Worldgroup

| May 2011

3. The Truth Hunters +PSFEPP]XLIFVERHXLEX]SYRKTISTPIWE]XLI]QSWX[ERXXS³LERKSYX[MXL´EW[IPPEWXLI FVERHXLI]QSWXEHQMVIMW+SSKPI+SSKPIMWTEVXSJXLIJEFVMGERHMRJVEWXVYGXYVISJXLIMV PMZIWERHMWWIIREWXLIVSYXIXSORS[PIHKIXSORS[LS[XSTVSFPIQWSPZMRKERHYPXMQEXIP]

XLI]FIPMIZI XSXVYXL

Why is the truth so very important to this generation? 8VYXLMWQSVIVEVIERHXLIVIJSVIQSVIZEPYIHMRE[SVPHSJ³JEOIJVMIRHW´ERHGYVEXIH MHIRXMXMIW1SVISZIVXLIHIQSGVEG]SJXLI-RXIVRIXLEWFVSYKLX[MXLMXEWIESJMRJSVQEXMSR STMRMSRXEPIRXERH³JEGXW´-RXLIGEGSTLSR]SJRSMWIMX´WXVMGOMIVXSEWGIVXEMR[LSQ]SY WLSYPHPMWXIRXSERH[LSQ]SYWLSYPHHVS[RSYX8LI]SYRKTISTPI[IQIXMR'LMPI TPEGIHEPSXSJIQTLEWMWSREYXLIRXMGMX]EWEQSXMZEXMSRFIGEYWIMRXLIMVZMI[RSXLMRKMW SVMKMREPER]QSVIIZIV]XLMRKRS[EHE]WMWEGST]SJEGST]SJEGST]

Idols come down to earth *SV]SYRKTISTPIXSHE]XLIMVMHSPWEVIQSVI³VIEP´ERHEGGIWWMFPIXLERIZIV8[MXXIVERH WSGMEPRIX[SVOMRKWMXIWLEZIFVSYKLXXLISRGI³YRXSYGLEFPI´GIPIFVMXMIW½VQP]HS[RXSIEVXL EWXLIWIXSSPWTVSZMHIEGGIWWXSXLIMRXMQEGMIWSJMHSPW´IZIV]HE]PMZIW

When I grow up I want to be…not famous -J[IKMZI]SYRKTISTPIXLVII[MWLIWJSVXLIMVJYXYVI[IWIIXLEXXLIMVEWTMVEXMSRWEVI EGXYEPP]TVIXX]KVSYRHIH;LMPWXQER][SYPHEWWYQIXLEX]SYRKTISTPIXLIWIHE]WEVIE KIRIVEXMSRSJEXXIRXMSRWIIOMRKJEQISFWIWWMZIW©SRP] KPSFEPP][IVIMRXIVIWXIHMR FIMRKJEQSYW8LIMVXST[MWLIWJSVXLIMVJYXYVIW[IVIXSQEMRXEMRKSSHLIEPXL  FI WYGGIWWJYPMRXLIMVGLSWIRGEVIIV  QIIXXLIMVWSYPQEXI  ERHPSSOEJXIVXLIMV JEQMP]   =SYRKTISTPIMRXLI97[IVIQSWXMRXIVIWXIHMR½RHMRKPSZI  ZIVWYW KPSFEP EZIVEKI ERH]SYRKTISTPIMR1I\MGSEVIQSWXMRXIVIWXIHMRWXEVXMRKXLIMVS[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]SYRKTISTPIEVIPMZMRKXLIMVPMZIWMR³GSRWXERXEYHMXMSRQSHI´FIGEYWIXLI]FIPMIZIJEQIMW NYWXEVSYRHXLIGSVRIV=SYXLVIEPMX]WLS[WLEZIWXEVXIHTPE]MRKEQENSVVSPIMRGVIEXMRK]SYXL PMRKS EXXMXYHI SJ]SYRKTISTPIMR-RHME[SYPHYWISRISJXLIMVXLVII[MWLIWXSFIJEQSYW

ZIVWYWNYWX SJ]SYRKTISTPIKPSFEPP] 7MQMPEVP] SJ-RHMER]SYRKWXIVW[SYPHPMOIXSFI VMGLZIVWYW SJXSXEPWEQTPI

But even in the ultimate celebrity cultures…

McC

=SYRKTISTPITYVTSVXXSTVIJIVWXEVWXLEXEVIGSRRIGXIHXSVIEPPMJIERHRSX³TVIEGL]´8LI] GPEMQXSWIIOWYFWXERGIEW[IPPEWWX]PITVIJIVVMRKGIPIFVMXMIW[LSLEZIEWXVSRK43:%QSRKWX XLIGIPIFVMXMIW]SYXLEHQMVIHXLIQSWX[IVI+ERHLM&MPP+EXIW1SXLIV8LIVIWE.IWYW1EVXMR 0YXLIV/MRK2IPWSR1ERHIPE&EVEGO3FEQE7XIZI.SFW1EVMI'YVMI%RKIPMRE.SPMIERH %PFIVX)MRWXIMR %PWSSJMRXIVIWXMWXLITVSTSVXMSR[LSREQIHXLIMVQSXLIVERHJEXLIV HIWTMXIFIMRK EWOIHJSVJEQSYWTISTPI -HSPWHSR´XGSQIQYGLQSVIHS[RXSIEVXLXLERXLEX

13

ann


| The Truth About Youth

| McCann Worldgroup

| May 2011

Brands of substance .YWXEW]SYRKTISTPIRS[EHE]WWIIOXVYXLERHWYFWXERGIJVSQXLIMVGIPIFVMXMIWXLI]EPWS WIIOMXJVSQXLIFVERHWXLEXTSTYPEXIXLIMV[SVPH8LI]VIWIVZIXLIMVQSWXWGEXLMRKEXXEGOW JSVFVERHWXLEXEVIR´XXVYIXSXLIQWIPZIWSVFVIEOTVSQMWIW;IWIITEVXMGYPEVWIRWMXMZMX] EVSYRHER]XLMRKTIVXEMRMRKXSIRZMVSRQIRXEPMWQSVGSVTSVEXIWSGMEPVIWTSRWMFMPMX]3YV ]SYRKMRXIVZMI[IIWMR.ETERHIWGVMFIHLS[XLI]WOITXMGEPP]I\EQMRIEGSQTER]´WWSGMEP activity for any signs of ulterior motives and then decide according to real actions and IZMHIRGIVEXLIVXLER ETVSNIGXIH MQEKI This is a generation who pride themselves on their ability to distinguish right from [VSRKERHLEZIEWXVSRKGSQQMXQIRXXS.978-') SRISJXLIXSTXLVIIHSQMRERXKPSFEP QSXMZEXMSRW 8LMWRI\XGLETXIVI\TPSVIWLS[]SYRKTISTPIEVIYWMRKXIGLRSPSK]XSGVIEXI XLIMVS[RZIVWMSRSJNYWXMGIERHGLERKIXLI[SVPHEPSRKXLI[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 .YWXFILMRH'31192).978-')[EWGLSWIRF]]SYRKTISTPIKPSFEPP]EWXLIWIGSRH LMKLIWXVEXIHQSXMZEXMSR .YWXMGIMWFVSEHP]MRXIVTVIXIHLIVIEW³HSMRKXLIVMKLXXLMRK´ERHXLIGSRGITXGERFIETTPMIH SRX[SHMJJIVIRXPIZIPW© 7SGMEP.YWXMGI8LIRIIHXSHS[LEX´WVMKLXJSVWSGMIX] 4IVWSREP.YWXMGI8LIRIIHXSHS[LEX´WVMKLXJSVQI

2011: A year of justice

ce: 1. Social Justi do The need to what’s right for society

-RXLI1MHHPI)EWX[IWIILS[WSGMEPQIHMELEWFIIRYWIHXSKVIEXIJJIGXEWEXSSPJSV GLERKI'SQQYRMXMIWEGVSWWFSVHIVWLEZILEVRIWWIHWSGMEPQIHMEXSVITSVXXSWLEVI MRJSVQEXMSRERHXSFYMPHRIX[SVOWSJWYTTSVXERHIRGSYVEKIQIRX8LMWMWR´XXSYRHIV IWXMQEXIXLIWMKRM½GERXMQTEGXSJXVEHMXMSREPQIHME %P.E^IIVEQSWXRSXEFP] SVXLIVSPI SJXLSWIMRHMZMHYEPWSRXLIWXVIIX[LSLEZIPMXXPISVRSMRXIVEGXMSR[MXLWSGMEPQIHME8LI WMXYEXMSRXLEXYRJSPHIHMR)K]TX[EWEKVIEXI\EQTPISJXLILEVQSRMWEXMSRSJSPHERHRI[ QIHME[SVOMRKWMHIF]WMHISRITVSZMHMRKJYIPERH³IZMHIRGI´SRXLIKVSYRHXLISXLIV TVSZMHMRKTVS½PIERHEREP]WMW %RHMXMWR´XNYWXMRXLI1MHHPI)EWXXLEX[I´ZIWIIRXLITSPMXMGM^EXMSRSJWSGMEPQIHME-RIZIV] country around the world we see people joining groups and registering their discontent SRE[MHIVERKISJXSTMGWIZIV]XLMRKJVSQGSVVYTXMSRMRTSPMXMGWXSJVIIHSQSJWTIIGLSV LYQERVMKLXWEFYWIW

Social media and justice; a complex relationship

2. Person al Justice: T he need to d o what’s rig ht for me

8LIVIPEXMSRWLMTFIX[IIRWSGMEPQIHMEERHEGXMZMWQMWR´XEWWXVEMKLXJSV[EVHEWMXQE]WSYRH -RSYVVIWIEVGL[ILIEVHXLEXJSVWSQI]SYRKTISTPIWSGMEPQIHMEGEREGXYEPP]QEOIMX LEVHIVXSTYX]SYVWIPJSYXXLIVI.YWXEWXLIVIEVILYRHVIHWSJTISTPIVIEH]XS³PMOI´]SYV [MXX]GSQQIRXWSVGSSPTLSXSWXLIVIEVIQER]TISTPIVIEH]XSNYHKI]SYSVIZIRFYPP] ]SY%WE]SYRKTIVWSRMR7TEMRGSQQIRXIH±8SFIEXVYIVIFIP]SYLEZIXSRSXGEVI[LEX SXLIVTISTPIXLMRO² *SPPS[MRKSR1EPGSPQ+PEH[IPP´WQYGLHIFEXIHEVXMGPIMRXLINew York Times±7QEPP 'LERKI;L]XLI6IZSPYXMSR;MPPRSXFI8[IIXIH²[LMGLUYIWXMSRIHXLIIJJIGXMZIRIWW SJWSGMEPQIHMEEWEKIRYMRIXSSPJSVGLERKISRISJSYVI\TIVXMRXIVZMI[IIWJVSQ1I\MGS QEHIEWMQMPEVTSMRX7SGMEPQIHMELEWQEHIEVQGLEMVEGXMZMWQ SV³WPEGOXMZMWQ´EWMXLEWFIIR GEPPIH EPPXSSIEW]XLIWIHE]W




| The Truth About Youth

| McCann Worldgroup

| May 2011

Re-imagining personal justice 4IVWSREPNYWXMGIMWHI½RIHF]]SYRKTISTPIEWHSMRKXLIVMKLXXLMRKJSV]SYVWIPJERHFIMRK XVIEXIHJEMVP]MR]SYVIZIV]HE]PMJI-XMWMRXIVIWXMRKXLEXKPSFEPP]XLIXLMRK]SYRKTISTPIEVI QSWXPMOIP]XSWE]XLI]´VIKSSHEXMW³ORS[MRKVMKLXJVSQ[VSRK´&YXHSXLI]HI½RI³VMKLX´ ERH³[VSRK´MRXLIWEQI[E]EWSXLIVKIRIVEXMSRW#;I´ZIWIIRIZMHIRGIXLEXXLI]EVI HIZIPSTMRKXLIMVS[RHMWXMRGXMZIQSVEPJVEQI[SVO[LMGLMWLIEZMP]MR¾YIRGIHF]XLI³PE[W´ SJXLIMRXIVRIXVEXLIVXLERXLIPE[WSJER]MRHMZMHYEPREXMSRWXEXI%WSYVVIWIEVGLXIEQ MR1I\MGSTSMRXIHSYX±=SYRKTISTPIEVIPSSOMRKJSVXLIMVS[RNYWXMGI©ERHXLEXQIERW EZSMHMRKMQTSWMXMSRWVMKMHVYPIWERHWXVYGXYVIW[LIVIXLI]GER´XRIKSXMEXI²

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 GSRXIRX³MPPIKEPP]´FYX½RHSXLIVW[E]WSJ 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 (5minutes 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[MPPMR¾YIRGIXLIMVQSVEPJVEQI[SVOERHRSXMSRSJEGGITXEFPIERH YREGGITXEFPIFILEZMSV )WWIRXMEPP]XLI]PMZIMRE[SVPH[LIVI© &SVHIVW[SR´XFIXSPIVEXIH1SVIXLERER]SXLIVKIRIVEXMSRXLMWKIRIVEXMSRHSIWR´XXLMROMR GSQTEVXQIRXW-J-GERLEZIXLEXLIVI[L]-GER´X-LEZIMXXLIVI#-JXLMWMW³VMKLX´LIVI[L]MW MX³[VSRK´XLIVI# 'SPPEFSVEXMSRMWLEVH[MVIH8LIXLMVHXLMRK]SYRKTISTPITVMHIXLIQWIPZIWSRMW³[SVOMRK MREKVSYTSVXIEQ´ERHSYXSJXLIXSTXLMRKWXLEX]SYRKTISTPIXLMROXLI]´VIKSSHEX GSZIVLS[XLI]VIPEXIXSSXLIVTISTPI 8LIGSRXI\XMWKPSFEP-X´WKIXXMRKLEVHIVERHLEVHIVJSVREXMSRWXEXIWXSQEMRXEMRXLIMVS[R QSVEPWMPS[LIR]SYRKTISTPIEVIQSVIE[EVISJLS[NYWXMGIMWHI½RIHIPWI[LIVI

Business beware -XMWSJXLMWWXVSRKWIRWISJ³TIVWSREPNYWXMGI´XLEXFYWMRIWWIWGERWSQIXMQIWYTWIX8LI QSQIRX]SYRKTISTPIJIIPLIQQIHMRMKRSVIHSVTIVWSREPP]LEVHHSRIF]XLI]EVIR´X EJVEMHXSWLSYXEFSYXMXSVREQIXLIMVTIVTIXVEXSV%[LSTTMRK KPSFEPP][SYPHQEOIE TSMRXSJXIPPMRKXLIMVJVMIRHWEFSYXYRNYWXFILEZMSVJVSQEFVERH *VSQE]SYRKTIVWSR´WTSMRXSJZMI[XLI[SVWXXLMRKEFVERHGERHSMWQEOIETVSQMWIMX HSIWR´XOIIT+MZIRXLIMVJSGYWSRXVYXLERHEYXLIRXMGMX]]SYXL[ERXFVERHWXSEHSTXE JSVQSJNYWXMGIXLEXMWE GVIHMFPIERHF XVYIXSXLIFVERH8LI][ERXFVERHWXSHSXLIVMKLX XLMRKMRE[E]XLEXWIIQWVMKLXJSVXLEXFVERH%R]XLMRKXLEXWIIQWG]RMGEPSVTMIGIQIEP[MPP FIUYMGOP]HMWQMWWIH

What is a justice brand? ;LIREWOIHXSREQI³NYWXMGIFVERHW´]SYRKTISTPIEPPSZIVXLI[SVPHTYXJSV[EVHEVMGL ERHHMZIVWIWIPIGXMSRSJFVERHW'SYRXPIWWWQEPPPSGEPMRMXMEXMZIW[IVIQIRXMSRIHJVSQFMK FVERHWERHWQEPPFVERHWSPHFVERHWERHRI[FVERHWXLIVIF]HIQSRWXVEXMRKXLEX]SYHSR´X LEZIXSQEOIWSQIFMKW[IITMRKGLERKIXSFIVIGSKRM^IH)ZIV]SRIGSYPHVIGSYRXWTIGM½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¾YIRGIXLIWLETISJKPSFEPNYWXMGIJVSQJVIIHSQSJWTIIGLXSTVMZEG]ERHXIVVSVMWQ -X´WMRXIVIWXMRKXLEX1MGVSWSJXXVYQTW%TTPIXSXLIRYQFIVX[SWTSXMXQE]RSXWGSVIUYMXI WSLMKLP]EWEFVERHXLEX]SYRKTISTPI[ERXXS³LERKSYX[MXL´XSHE]FYX]SYRKTISTPI IZIV][LIVIWIIQXSEGORS[PIHKIXLEX[I[SYPHR´XFI[LIVI[IEVIXSHE][MXLSYX 1MGVSWSJX-J%TTPILEWWIIRJYVXLIVMXMWFIGEYWIMXWXSSHSRXLIWLSYPHIVWSJ1MGVSWSJXE XVYIXIGLRSPSKMGEPKMERXSJSYVXMQIW8LITVIWIRGISJ'SGE'SPE(MWRI]ERH2MOIMRXLI top ten demonstrates the importance of optimism and the spirit of carpe diem for XLMWKIRIVEXMSR 


Summary

1. Technology 1. as a Technology Fifth as a Sense Fifth Sense

2. The 2. Social The Economy Social Economy

3YVXSTXLVIILMKLIWXVEXIHKPSFEPQSXMZEXMSRW '31192).978-')ERH %98,)28-'-8= TVSZMHIGSQTIPPMRKMRWMKLXMRXSXLIPMZIWSJ]SYRKTISTPIXSHE]

%PPXLVIISJXLIWIQSXMZEXMSRWEVIYRHIVTMRRIHF]ERH JYIPPIHF]XLIMVVIPEXMSRWLMT[MXLXIGLRSPSK]RS[WS intrinsic and fundamental that half of young people would sooner give up one of their human senses than give up XLIMVXIGLRSPSK]

3. The 3. Truth The Hunters Truth Hunters

8VYXLJYPMWXLIWMRKPIQSWXWSYKLXZEPYIMREJVMIRH ERH³%98,)28-'-8=´MWSRISJXLILMKLIWXVEXIH QSXMZEXMSRW0MXXPI[SRHIV]SYRKTISTPIEVISFWIWWIH with the truth when they exist in a world of curated MHIRXMXMIW*EGIFSSO[SVXL]PMZIWERHMRJSFIWMX] +SSKPIMWXLIMVRYQFIVSRIEPP]MRXLIUYIWXJSVXVYXL and they are seeking substance from brands and GIPIFVMXMIWEPMOI

=SYRKTISTPIRS[EHE]WI\MWXMRE7SGMEP)GSRSQ] [LIVIXLI]EVIMRGVIEWMRKP]HI½RMRKXLIQWIPZIWZME[LS XLI]GSRRIGX[MXLERH[LEXXLI]GSRRIGXTISTPIXS 9RWYVTVMWMRKP][I´ZIWIIREVYWLSJFVERHWMRXSXLIWSGMEP WTEGI,S[IZIVXSEZSMHJIIPMRKPMOINYWXERSXLIV³JEOI JVMIRH´FVERHWQYWXYRHIVWXERHXLIZEPYIW]SYRKTISTPI WIIOMRXLIMVXVYIJVMIRHW,YQFPI1EXYVI7SGMEFPI +IRYMRI8VYXLJYP©

4. Justice 4. ReJustice Imagined ReImagined

Young people around the world are reinventing the MHIESJ[LEXNYWXMGIMWERHLS[MX[SVOW7SGMEPQIHME MWLEZMRKETS[IVJYP ERHWSQI[LEXTEVEHS\MGEP VSPI MRXLIUYIWXJSVHSMRKXLIVMKLXXLMRK3RETIVWSREP level young people believe they have a strong notion SJXLIHMJJIVIRGIFIX[IIRVMKLXERH[VSRK©FYX this is increasingly informed by the values of the -RXIVRIX8LIMVRI[QSVEPJVEQI[SVO[MPPGSRXMRYIXS transform everything around us from the laws that KSZIVRSYVPMZIWXSSYV[SVOTPEGIW


| The Truth About Youth

| McCann Worldgroup

| May 2011

Brought to you by the collective genious of McCann Worldgroup

20

The Truth about...YOUTH - May 2011  

What motivates young people around the world today? Money? Fame? Justice? What makes them different from every generation that has come befo...

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