The

Truth
about...

YOUTH
 THE TRUTH ABOUT YOUTH

Introduction 3

Exploring Motivation 4

Global Citizens 5

I. Technology As A Fifth Sense 6 III. The Truth Hunters 14

II. The Social Economy 7 Why Is The Truth So Very Important 14

To This Generation?
Experience Economy 8
vs Social Economy Idols Come Down To Earth 14

The Influence Of Friends 8 When I Grow Up I Want To Be 15

Not Famous
From Belonging To Connecting: 9
Redefining Friendship In In India, However, We See A Different 16
The Social Economy Attitude To Fame

The Friends Arms Race 9 But Even In The Ultimate 16

Celebrity Cultures
Your Audience Awaits 10
Brands Of Substance 17
Pics Or It Didn’t Happen 10
A Year of Social Justice 18
Creativity And Competition 11
IV. Justice Re-Imagined 19
Being Socially Useful 12
Re-Imagining Personal Justice 20

Business Beware 21

What Is A Justice Brand? 22

Summary 23
THE TRUTH ABOUT YOUTH

INTRODUCTION
What motivates young people around the
world today? Money? Fame? Justice?
What makes them different from every
generation that has come before?
We asked 7,000 young people around the
world and harnessed the collective genius of
McCann Worldgroup to find out. In a world
awash z information and misinformation, we
found some TRUTHS.

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

3
 THE TRUTH ABOUT YOUTH

Exploring Motivations

If we want to truly understand a group of These motivations provide a powerful

people (or in this case a generation), then we framework for brands that wish to connect
need to dig into what really motivates them. with people. Youth were asked to rate a
We’ve identified and classified 16 human series of value statements, which allowed
motivations that range from the more outer- us to ascertain the individual importance of
directed (like Mutiny and Surge) to the more each motivation.
inner-directed (like Cocoon and Becoming).

Flight
Justice
The need to release
Order Contact
The need for organise,
social or pressure and find The need to The need for emotional
personal justic categorise.
e, to do tranquillity / peace / rationalise, and physical closeness.
what’s right,
to be quiet in a
an ac tivist .. fast paced world..

Commune Surge Muscle

Journeyin The need for visceral
The need for connectio
n,
g excitement and raw rush. The need to exert
trol.
relationships and The need fo
r expl power or exert con
community.. experimenta oration ,
tion and
discover y.

Authenticity Gauntlet
The need to see Mutiny Membership
The need to compete
things as they are. The need to rebel The need to be in-the- and win, to challenge
and push against the know, an insider or part yourself, to prove your
status quo. of the crowd.
capabilitie s.

Becoming
The need for personal Props Cocoon Assurance
development, greater
The need for personal The need for The need to avoid
independence an
recognition, attention safety and a feeling mistakes
and admiration. of security. and prevent trouble.

4
THE TRUTH ABOUT YOUTH

Global Citizens

We’ve seen the emergence of a generation with fundamental commonalities that transcend
borders. The same three motivations are ranked highly in every country:

Commune
the ne ed for co
nnec tion, Justic e
hi ps an d com munity. the ne ed fo
re lations pe rsonal ju r social or
stice , to do
right, to be w hat ’s
an ac ti vist
.

ticity
Autheednto se e
the ne
ar e.
things as they

Technology, of course, is the great global Compared in the past to an extra ‘limb’ for
unifier; it is the glue that binds this young people, we believe technology has
generation together and fuels the three become even more fundamental.
motivations above.

5
 THE TRUTH ABOUT YOUTH

1. Technology As A Fifth Sense

Given a list of things (including cosmetics, Youth see technology as Plah–Doh—

their car, their passport, their phone and something they use in an utterly malleable
their sense of smell) and told they could only and instinctive way. Older generations start
save two, 53% of those aged 16–22 and 48% with “what will this box allow me to do?”
of those aged 23–30 would give up their own Whereas this generation starts with “what
sense of smell if it meant they could keep an do I want to do? Where can my imagination
item of technology (most often their phone take me?” Technology enables young
or laptop). We all know how important people to sense the world and make sense
technology is to young people, but a of the world. It is this deep relationship with
willingness to sacrifice one of their human technology that is shaping their attitudes
senses to keep it shows just how intrinsic it towards community and truth and allowing
has become. them to re-imagine justice for a new era.
Perhaps it’s not all that surprising when
you consider that technology represents
all the friends you could ever want, all the
knowledge you will ever need, and all the
entertainment you could desire. For young
people, technology is more than a useful tool
or an enabler. It is truly their fifth sense.

6
THE TRUTH ABOUT YOUTH

2. The Social Economy

Commune (the need for connection If we want to truly grasp the power of
and community) was rated as the most connection for this generation, we can look
fundamental motivation by young people. at how they want to be remembered. It is
Globally, over 90% agree and 55% strongly not for their beauty, their power, or their
agree with statements related to the influence, but simply for the quality of their
Commune motivation. human relationships and their ability to look
after those around them.
When asked to draw a picture to sum up
their motivations, a young person in Mexico
drew the Infinity symbol, stating that it
represented “unlimited possibilities and
infinite connections through all experiences
and people.” Young people in South Africa
spoke of the spirit of Ubuntu (a sense of
community) and how the true power of
togetherness has finally been unleashed by
social networking technology.

How Would You Most Like To Be Remembered?

30%

A. As a person who was loved by many people

25% 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
20%
E. As a very generous person
F. As a very influential person
G. As a very powerful person
15%
H. As a very beautiful or attractive person

10%

5%

0%
A B C D E F G H

7
 THE TRUTH ABOUT YOUTH

Experience Economy vs Social Economy

The term “Experience Economy” was first helps us to capture not only the thing which
coined in a 1998 Harvard Business Review consumers are placing more and more
article by James Gilmore and Joseph Pine. emphasis on when it comes to self-definition
The theory goes that in economies of mass but also an insight into hard economic value.
affluence, people become more and more Smart new business ventures like Groupon
interested in paying to do things, rather than are exploiting the new Social Economy to
paying to own things. great effect.
Our research indicates that our economy is The emergence of the Social Economy
moving into a new phase whereby young doesn’t imply that the Material or Experience
people seek to define themselves not only Economies have gone away, rather that
by what they own or what they do but these Economies should now be viewed
primarily by their ability to connect, to share through the lens of the Social Economy.
and to broadcast. The term ‘Social Economy’

The Influence Of Friends

As any young person with access to social Interestingly, in China and India two-thirds of
media will tell you, their friends are increasingly young people admit that their friends have
‘ever-present’. A young person in South Africa more influence over their decisions than their
related how his mother asked him a perfectly family does (higher than all other countries
benign (but to him, seemingly ridiculous) in the study). It is in these developing
question: “Have you spoken to your friends markets where young people, truly at the
today?” His response was ‘like duh!’ vanguard of technological change, are most
different from their parents.

8
THE TRUTH ABOUT YOUTH

From Belonging To Connecting:

Redefining Friendship In The Social Economy

According to young people the world over, a and these were often people met through
true friend will always be defined in the same school. Within this group young people could
way; whether it’s the person who backs you express their individuality, but it was vital
up in a fight, the person who likes the same that they belonged to the group. However,
music as you, or the person you can truly be nowadays things are more complex. Using
yourself with, the things that make a friend a social media, a typical teenager is likely to
true friend don’t change. But at a broader level, manage and maintain multiple, intersecting
the definition of friendship for young people is groups of friends. In this sense, ‘connecting’
being stretched, segmented and reinvented… to a broader network of friends has replaced
the singular need to ‘belong’ to a tight-knit
Once upon a time, teenagers had a small
group of friends.
group of friends (typically 4–7 people),

The Friends Arms Race

In this new world of infinite connections, These non-friends are maintained for a
one’s quantity of friends becomes an number of reasons:
important indicator. In India we see a virtual 1. To make you look more popular
‘arms race’ amongst young people hoping
2. To ‘spy’ on (i.e. you don’t regard them as a
to accumulate more friends than anyone
else. In other markets like the UK, having real friend, but you like to check up on them
too many friends can be seen as an act every now and again to compare their life to
of desperation, and networks are actively yours)
culled. The downside to amassing so many 3. To ‘show off’ to (i.e. you might not want to hang
‘friends’ is that you’re bound to pick up a rack out with them, but they still provide an audience)
of fakes along the way. This is truly a global 4. Because, strategically-speaking, you might
phenomenon, known as ‘stranger friends’ need them in the future (you don’t need them
in India, ‘disposable friends’ in Singapore, now, but at some point you might want to bolster
‘obligation friends’ in Australia and ‘recyclable numbers at a house party or need them to
friends’ in Chile. recommend you for the job you want)

9
 THE TRUTH ABOUT YOUTH

Of course the downside to maintaining and managing such a large network of so-called
‘friends’ is that sometimes it becomes harder to figure out who your real friends are…

Your Audience Awaits

Once you’ve amassed your audience…the The need for approval is tangible – as a
challenge is to keep them continuously teenager in UK said “When you’ve put a
interested in and entertained by your life. Even status up that you’ve put a lot of effort into,
going on a short underground train journey you want someone to comment on it. When
can cause anxiety because this is like being you see no comments, you’re like, Damn!”
without one of your senses for a short period. Young people describe sitting in front of the
Youth fear missing out (or ‘out of circulation’ laptop continuously hitting refresh…waiting
as it was referred to in Malaysia) because they for someone somewhere to hit ‘like’…
worry that lack of presence, even temporarily,
can impact their social status.

Pics Or It Didn’t Happen

In the Social Economy it’s not good enough

to simply do something…you have to tell
people about it before it becomes real. In other
words…”pics or it didn’t happen!” The best
possible result in social media for young people
is when someone else uploads a photograph of
you looking cool and then tags you.
In this scenario you get all the credit without
looking overly vain or full of yourself.

10
THE TRUTH ABOUT YOUTH

Creativity And Competition

Asked to draw what motivates them, a editing software, design programs and
young person in Germany draws a depiction blogging platforms. The flipside to mass
of being creative, a young person in Korea self-expression and connectivity is the
draws an image to represent the fear of ability to continuously measure your own
being surpassed by your friends… life achievements against those within your
network. Never before have young people
In many ways this is a generation who
found it easier to benchmark their successes
define themselves via their creativity. After
(or lack of). As the Social Economy increases
all, they are the first generation in history
its reach, could we find an entire generation
that had mass democratic access to the
impacted by social status anxiety?
tools of creativity: digital cameras, cheap

11
 THE TRUTH ABOUT YOUTH

Being Socially Useful

Of course there are many brands that aim to thrive in the Social Economy.
The most successful brands have a deep understanding of what being social means to young
people. Socially useful brands will help young people to…

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

There’s been a rush amongst brands to

populate social spaces and connect with the
young people who live their lives there. But
there’s a danger of brands feeling like just
another ‘fake friend’.
In order to achieve a more authentic role, it’s “I’m actually frien
ds with TopShop,
helpful for brands to understand what young but I want to ge
my head in. I di t rid of it as it do
people value in their REAL friends. d it a few years es
and they consta ago
nt
messages and co ly send you
me up
on your homepag
e”
—Anonymous,
United Kingd om

12
THE TRUTH ABOUT YOUTH

45% Which Of These Values Do You Seek In A Best Friend?

40%

35%

30%

25%

20%

15%

Approachable
Open Minded

Spontaneous
Adventurous
Affectionate
10%

Charismatic

Motivated
Generous

Energetic
Outgoing

Unselfish
Talkative
Sociable

Credible
Genuine
Truthful

Humble

Helpful

Unique
Mature

5%

0%

The top five values young people seek in their friends provide an interesting blueprint for how a
brand should behave in a social context (i.e. social media):
5. Humble—One of the worst mistakes a brand can make is to overplay its importance in the
lives of young people. Young people love brands if they are useful, timely and allow them to
express themselves…young people tire quickly of brands which clutter up their feeds with
useless information.
4. Mature—Young people love having older friends that they can look up to. Similarly, they
value brands that are worthy of their respect and demonstrate a compelling and consistent
point of view.
3. Sociable—Being sociable is about being present at the right time and in the right way.
Friends you love to socialize with share cool things with you, have a dialogue with you, and
have a style that suits their personality.
2. Genuine—Being genuine is about being worthy of trust. Inviting a brand into your personal
space requires trust, and brands should be mindful of not abusing this trust.
1. Truthful—Truthfulness is more than twice as important as its nearest competitor. This is the
clear winner in terms of values that young people seek in their friends.

This desire for truthful friends marries up with the desire for Authenticity, one of the highest
scoring motivations at a global level…meet the Truth-Hunters.

13
 THE TRUTH ABOUT YOUTH

3. The Truth Hunters

Globally, the brand that young people say Google is part of the fabric and
they most want to ‘hang out with,’ as well as infrastructure of their lives and is seen
the brand they most admire, is Google. as the route to knowledge, to know-how,
to problem-solving and ultimately (they
believe) to truth.

Why Is The Truth So Very Important To This Generation?

Truth is more rare and therefore more valued The young people we met in Chile placed
in a world of ‘fake friends’ and curated a lot of emphasis on authenticity as a
identities. Moreover, the democracy of motivation because, in their view, nothing is
the Internet has brought with it a sea of original anymore; everything nowadays is a
information, opinion, talent and ‘facts’. In the copy of a copy of a copy.
cacophony of noise it’s trickier to ascertain
whom you should listen to and whom you
should drown out.

Idols Come Down To Earth

For young people today, their idols are more
‘real’ and accessible than ever. Twitter and
social networking sites have brought the
once ‘untouchable’ celebrities firmly down
to earth as these tools provide access to the
intimacies of idols’ everyday lives.

14
THE TRUTH ABOUT YOUTH

When I Grow Up I Want To Be…Not Famous

If we give young people three wishes for Young people in the U.S. were most
their future, we see that their aspirations interested in finding love (44% versus 36%
are actually pretty grounded. Whilst many global average), and young people in Mexico
would assume that young people these are most interested in starting their own
days are a generation of attention-seeking businesses (30% versus 18%).
fame obsessives…only 6.3% globally were
interested in being famous. Their top wishes
for their futures were to maintain good
health (40%), be successful in their chosen
career (40%), meet their soul mate (36%)
and look after their family (34%).

Please Choose Three Wishes From The List Below

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
my current partner forever
To always be healthy

To be successful in my career

To travel the world

than my parents
To meet my mate/ stay with

To look after my family

To be rich

To make the world a

better place for others

To have children /
have more children

To have a great sex life

To be more successful

To be beautiful
To start my own business

To have lots of friends

To be famous

15
 THE TRUTH ABOUT YOUTH

In India, However, We See A Different Attitude To Fame

Here, young people are living their lives

in ‘constant audition mode’ because they
believe fame is just around the corner. Youth
reality shows have started playing a major
role in creating youth lingo & attitude.
18% of young people in India would use one
of their three wishes to be famous (versus
just 6% of young people globally). Similarly,
32% of Indian youngsters would like to be
rich, versus 23% of total sample.

McCann
Worldgroup
38

But Even In The Ultimate Celebrity Cultures…

Young people purport to prefer stars that Also of interest is the proportion who named
are connected to real life and not ‘preachy’. their mother and father (despite being asked
They claim to seek substance as well as style; for famous people). Idols don’t come much
preferring celebrities who have a strong more down to earth than that!
POV. Amongst the celebrities youth admired
the most were: Gandhi, Bill Gates, Mother
Theresa, Jesus, Martin Luther King, Nelson
Mandela, Barack Obama, Steve Jobs, Marie
Curie, Angelina Jolie and Albert Einstein.

16
THE TRUTH ABOUT YOUTH

Brands Of Substance

Just as young people nowadays seek truth This is a generation who pride themselves on
and substance from their celebrities, they their ability to distinguish right from wrong
also seek it from the brands that populate and have a strong commitment to JUSTICE
their world. They reserve their most (one of the top three dominant global
scathing attacks for brands that aren’t motivations). This next chapter explores how
true to themselves or break promises. We young people are using technology to create
see particular sensitivity around anything their own version of justice and change the
pertaining to environmentalism or corporate world along the way.
social responsibility. Our young interviewees
in Japan described how they skeptically
examine a company’s social activity for any
signs of ulterior motives and then decide
according to real actions and evidence rather
than (a projected) image.

“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”
—Anonymous, Singapore

17
2011
A Year of Social Justice
1
THE TRUTH ABOUT YOUTH

4. Justice Re-Imagined
1. Social
Just behind Commune, Justice was chosen Justice:
do
by young people globally as the second The need to
what’s righ t
highest rated motivation.
for society
Justice is broadly interpreted here as ‘doing
the right thing’, and the concept can be
applied on two different levels:
1. Social Justice: The need to do what’s right
for society
2. Personal Justice: The need to do what’s 2. Person
al
right for me Justice: T
he
need to d
o
what’s rig
ht
for me

2011: A Year Of Justice

In the Middle East we see how social media And it isn’t just in the Middle East that we’ve
has been used to great effect as a tool for seen the politicization of social media. In
change. Communities across borders have every country around the world we see
harnessed social media to report, to share people joining groups and registering
information and to build networks of support their discontent on a wide range of topics,
and encouragement. This isn’t to under- everything from corruption in politics to
estimate the significant impact of traditional freedom of speech or human rights abuses.
media (Al Jazeera most notably) or the role
of those individuals on the street who have
little or no interaction with social media. The
situation that unfolded in Egypt was a great
example of the harmonisation of old and new
media; working side by side, one providing
fuel and ‘evidence’ on the ground, the other
providing profile and analysis.

19
 THE TRUTH ABOUT YOUTH

Re-Imagining Personal Justice

Personal justice is defined by young people

as doing the right thing for yourself and
being treated fairly in your everyday life. It
is interesting that globally the thing young
eal
people are most likely to say they’re good at “I wouldn’t st uld
o
is ‘knowing right from wrong’. But do they a car but I w
define ‘right’ and ‘wrong’ in the same way as sure a s he ll
e
other generations? download on
We’ve seen evidence that they are if I cou ld ”
oup
developing their own distinctive moral Facebook Gr

framework, which is heavily influenced by the

‘laws’ of the internet rather than the laws of
any individual nation state. As our research
team in Mexico pointed out, “Young people
are looking for their own justice…and that
means avoiding impositions, rigid rules and
structures where they can’t negotiate.”

Older Generations Younger Generations

See As Wrong See As Right

Stealing is taking anything you Downloading isn’t stealing. they’ll

haven’t earned download content ‘illegally’ but find
others ways of supporting artists they like

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

Acting before you think is a Ask for forgiveness not permission

recipe for trouble (5 minutes late is 5 minutes too late-
tweet now think later)

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

is rude your friends

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

disciplinary issue can be disrupted by work

20
THE TRUTH ABOUT YOUTH

The more time young people spend living

their lives online the more the culture of the
Internet will influence their moral framework
and notion of acceptable and unacceptable
behavior.
Essentially they live in a world where…
Borders won’t be tolerated. More than any
other generation this generation doesn’t
think in compartments. If I can have that
here, why I can’t I have it there? If this is
‘right’ here, why is it ‘wrong’ there?
Collaboration is hardwired. The third
thing young people pride themselves on
is ‘working in a group or team’, and 8 out
of the top 10 things that young people
think they’re good at cover how they
relate to other people.
The context is global. It’s getting harder and
harder for nation states to maintain their
own moral silo when young people are more
aware of how justice is defined elsewhere.

Business Beware

It is of this strong sense of ‘personal justice’ From a young person’s point of view, the worst
that businesses can sometimes upset. The thing a brand can do is make a promise it doesn’t
moment young people feel hemmed in, keep. Given their focus on truth and authenticity,
ignored or personally hard done by, they youth want brands to adopt a form of justice
aren’t afraid to shout about it or name their that is a) credible and b) true to the brand. They
perpetrator. A whopping 90% globally would want brands to do the right thing in a way that
make a point of telling their friends about seems right for that brand. Anything that seems
unjust behavior from a brand. cynical or piecemeal will be quickly dismissed.

21
 THE TRUTH ABOUT YOUTH

What Is A Justice Brand?

When asked to name ‘justice brands’, young It’s interesting that Microsoft trumps Apple
people all over the world put forward a rich to the number two spot; it may not score
and diverse selection of brands. Countless quite so highly as a brand that young people
small, local initiatives were mentioned from want to ‘hang out with’ today, but young
big brands and small brands, old brands and people everywhere seem to acknowledge
new brands, thereby demonstrating that that we wouldn’t be where we are today
you don’t have to make some big sweeping without Microsoft. If Apple has seen further,
change to be recognized. Everyone could it is because it stood on the shoulders of
recount specific actions associated with Microsoft, a true technological giant of our
these brands that had caught their attention. times. The presence of Coca Cola, Disney
and Nike in the top ten demonstrates the
But when asked to choose the brands that
importance of optimism and the spirit of
have made the most positive difference
carpe diem for this generation.
to our lives from a list of the biggest
global brands, technology brands (Google,
Microsoft, Apple, Facebook) are the clear
winners of the day. Young people place
a huge amount of faith in these brands,
believing that technology brands will solve
most of the problems the world faces
today, from environmental issues to food
shortages. Which is just as well given that it
is these brands (that transcend borders like
no government can) that will increasingly
influence the shape of global justice, from
freedom of speech to privacy and terrorism.

22
 Summary
Our top three highest rated global motivations (Commune, Justice and
Authenticity) provide compelling insight into the lives of young people today

Technology As The
A Fifth Sense Social Economy
All three of these motivations are underpinned Young people nowadays exist in a Social
by, and fuelled by, their relationship with Economy where they are increasingly defining
technology, now so intrinsic and fundamental themselves via who they connect with and what
that half of young people would sooner give up they connect people to. Unsurprisingly, we’ve
one of their human senses than give up their seen a rush of brands into the social space.
technology. However, to avoid feeling like just another ‘fake
friend’, brands must understand the values
young people seek in their true friends: Humble,
Mature, Sociable, Genuine, Truthful…

The Justice
Truth Hunters Re-Imagined
Truthful is the single most sought value in Young people around the world are reinventing
a friend, and ‘AUTHENTICITY’ is one of the the idea of what justice is and how it works.
highest rated motivations. Little wonder young Social media is having a powerful (and
people are obsessed with the truth when they somewhat paradoxical) role in the quest for
exist in a world of curated identities, Facebook- doing the right thing. On a personal level
worthy lives and infobesity! Google is their young people believe they have a strong
number one ally in the quest for truth, and notion of the difference between right and
they are seeking substance from brands and wrong…but this is increasingly informed
celebrities alike. by the values of the Internet. Their new
moral framework will continue to transform
everything around us from the laws that
govern our lives to our workplaces.