Meet The Bric Millennials PDF

MEET THE BRIC
MILLENNIALS
September 2013
WHAT WELL COVER

Introduction
Topline Findings
Methodology
Who Are the BRIC Millennials?

Brazil Millennial Profile

Russia Millennial Profile
India Millennial Profile
China Millennial Profile
Meet the BRIC Millennials

Personal finances and employment

Government, activism and national pride

Tradition vs. modernization
Stress and urbanization
Changing gender roles
Relationships, religion and society
Social good
Social media
Appendix: Additional Charts

A note to readers: To make the report easy to navigate, weve added hyperlinks to this page and the Meet the BRIC Millennials page so you can
jump immediately to the items that most interest you (or, alternatively, you can read the material straight through).
This is a report from JWTIntelligence. Go to JWTIntelligence.com to download this and other trend research.
INTRODUCTION
A dozen years after the term BRIC was coined, we decided to zone in on the generation that will be defining the future of
these markets, which together comprise around 40% of the global population. Millennials in Brazil, Russia, India and China
have come of age during a unique time, during which their countries have experienced both unprecedented growth and the
repercussions of a worldwide slowdown, globalization and the digital revolution.
This generation will call on their distinct set of experiences and tools as they help to shape the future of nations that,
as one bullish forecast suggests, could together overtake the G7 economies in less than 15 years. More conservative
forecasters dont foresee the BRIC group hitting this milestone until at least 2050; growth has slowedwith some warning
of hard landings aheadand a range of enduring challenges are proving intractable. But theres still plenty of optimism
surrounding these markets, and rich potential for growth.
This study focuses in on some themes weve examined in the context of Millennials in the developed world, including
personal finances and employment, stress, changing gender roles, social good and social media. Weve also focused on
issues that are especially relevant to Millennials in BRIC nations, in particular tradition vs. modernization, urbanization and
national pride.
Millennials are regarded as the first global generation, with more overlapping values and shared experiences than any
before them. As our wide-ranging study details, in some respects Millennials across BRIC markets are very closely aligned,
while in others they diverge wildly in their outlook thanks to unique national conditions and traditions. Here, we spotlight
those commonalities and differences, along with some case studies that show how brands are responding to these
increasingly influential young consumers.
TOPLINE FINDINGS
Like their counterparts around the world, BRIC Millennials
are optimistic on most counts; uniquely resourceful and
entrepreneurial, using technology as a steppingstone; and
civic-minded by nature.
Millennials around the world have felt the sting of

economic uncertainty, and young BRIC citizens are no
exception. But theyre upbeat about their economic
future and have adjusted their outlook to todays
economic realities, with many feeling that spending wisely
is more important than earning a lot of money.
Accustomed to voicing their opinions on social media,

Millennials in Brazil, Russia and India want to express
their views on social problems and their government, and
to engage with their leaders. This is especially true in
Brazil. Indians are relatively the most positive about their
government and political leaders.
This generation sees many life choices (choosing what to

study and where, choosing where to live, etc.) as being
more complicated today than they were in the 1960s,
with Brazilian Millennials as the exception.
As the BRIC markets become more globalized, many

long-standing cultural norms are being upended. Russian,
Chinese and Indian Millennials are looking to preserve
their cultural traditions; they feel traditions hold society
together. Brazilians, by contrast, seem to have the most
progressive mindset. Indeed, this cohort has far fewer
taboos than their counterparts in Russia, India and China.
BRIC Millennials identify with cultures around the globe.

More than half say they have friends from all over the
world. Many appreciate the influence of other cultures on
their way of life, and almost 6 in 10 see themselves as a
global citizen first and a citizen of their homeland second.
Life is getting more stressful for these Millennials, with 53%

saying their stress level has increased over the past year.
Their finances and the cost of living are the chief stressors,
and the highly competitive job market is also a key concern
in Brazil, India and China. Pollution, food safety and climate
change stand out as major concerns in China.
TOPLINE FINDINGS (contd.)

BRIC Millennials feel responsible for leaving the world in
While marriage is still valued among many young people
better shape for future generations, and a wide majority

feels theres a need to balance out the inequalities of
the world.
in the BRIC markets, this cohort doesnt necessarily see

it as essential, especially in the near future. Almost 6 in
10 are comfortable with the idea of not getting married.
More than 4 in 10 are open to pursuing parenthood
without a spouse.
When it comes to homosexuality, Brazilian Millennials

are the most open and accepting. But Chinese
respondents slightly surpass Brazilians in acceptance of
same-sex marriage.
Indian Millennials are the most engaged with social media,

followed by Chinese and Brazilians; Russians are by far the
least engaged.
METHODOLOGY
This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year.
Specifically for this report, we conducted quantitative surveys in Brazil, Russia, India and China using SONAR, JWTs
proprietary online tool, from July 3-8, 2013. We surveyed a total of 1,640 Millennials aged 18-35 (385 Brazilians, 416
Russians, 455 Indians and 384 Chinese). Data is weighted to be representative of Internet users in each market.
We also received input from JWT planners and researchers in each market surveyed.
WHO ARE THE BRIC MILLENNIALS?

In each of these markets, our sample is
representative of the Internet users in each nation.
BRAZIL
RUSSIA
INDIA
CHINA
TOTAL POPULATION
201 million
142.5 million
1.2 billion
1.3 billion
MEDIAN AGE OF POPULATION,

IN YEARS
30.3
38.8
26.7
36.3
MILLENNIALS AS PERCENTAGE
OF TOTAL POPULATION
30%
27%
30%
28%
MILLENNIALS AS PERCENTAGE
54%
61%
75%
58%
OF TOTAL INTERNET USERS*
See the following four pages for demographic details on our Millennial respondents.
*15-34-year-olds, as of October 2011

Sources: CIA World Factbook, U.S. Census Bureau, eMarketer and comScore
BRAZILADDITIONAL
MILLENNIAL PROFILE
APPENDIX:
CHARTS
25%
SOME
COLLEGE
24%
IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER
LIVING
WITH
IMMEDIATE
FAMILY
34%
29%
HIGH
SCHOOL
GRADUATE
15%
LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN
35%
MARRIED
53%
15%
56%
COLLEGE
GRADUATE
IN A
RELATIONSHIP
AND LIVING
TOGETHER
80%
FACEBOOK
EMPLOYED
FULL-TIME
48%
GOOGLE+
10%
FREELANCE/
SELFEMPLOYED
61%
YOUTUBE
39%
TWITTER
48%
ORKUT
RUSSIAADDITIONAL
MILLENNIAL PROFILE
APPENDIX:
CHARTS
25%
SOME
COLLEGE
56%
IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER
LIVING
WITH
IMMEDIATE
FAMILY
14%
33%
HIGH
SCHOOL
GRADUATE
15%
LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN
57%
MARRIED
57%
7%
58%
COLLEGE
GRADUATE
IN A
RELATIONSHIP
AND LIVING
TOGETHER
71%
VK
EMPLOYED
FULL-TIME
53%
FACEBOOK
4%
FREELANCE/
SELFEMPLOYED
67%
MAIL.RU
59%
34%
GOOGLE+
ODNOKLASSNIKI.RU
34%
YOUTUBE
INDIA MILLENNIAL
PROFILE
APPENDIX:
ADDITIONAL
CHARTS
48%
6%
SOME
COLLEGE
IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER
LIVING
WITH
IMMEDIATE
FAMILY
39%
22%
GRADUATE/
POST-GRADUATE
(GENERAL)
2%
LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN
48%
MARRIED
59%
8%
57%
GRADUATE/
POST-GRADUATE
(PROFESSIONAL)
IN A
RELATIONSHIP
AND LIVING
TOGETHER
74%
FACEBOOK
EMPLOYED
FULL-TIME
44%
YOUTUBE
8%
FREELANCE/
SELFEMPLOYED
54%
GOOGLE+
42%
ORKUT
37%
TWITTER
37%
LINKEDIN
10
CHINA ADDITIONAL
MILLENNIAL PROFILE
APPENDIX:
CHARTS
8%
SOME
COLLEGE
65%
IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER
LIVING
WITH
IMMEDIATE
FAMILY
3%
15%
HIGH
SCHOOL
GRADUATE
6%
LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN
47%
MARRIED
76%
9%
60%
COLLEGE
GRADUATE
IN A
RELATIONSHIP
AND LIVING
TOGETHER
78%
TENCENT
QZONE
EMPLOYED
FULL-TIME
57%
43%
PENGYOU
RENREN
3%
FREELANCE/
SELFEMPLOYED
68%
TENCENT
WEIBO
75%
SINA WEIBO
43%
KAIXIN001
32%
DOUBAN
11
MEET THE BRIC MILLENNIALS
PERSONAL FINANCES AND

EMPLOYMENT
Bullish about personal finances
Money matters
Investing in the future
Its not fair
Ill pave my
own way
Working for more than a
paycheck
Tech empowers
The grass is always greener
GOVERNMENT, ACTIVISM AND

NATIONAL PRIDE
Wary of government
Making their voices heard
BRICs on the world stage
BRIC national pride

TRADITION VS. MODERNIZATION

Ill never be like my parents
No nostalgia for Brazilians
Nostalgia for a less
complicated life
Traditions endure for most
Traditions worth saving
Because society says no
Living in an interconnected
world

STRESS AND URBANIZATION

Living a stressful life
The double-edged sword
of the city
CHANGING GENDER ROLES

Gender equality within
reach
Changing gender roles
RELATIONSHIPS, RELIGION
AND SOCIETY
Extending their
single years
Friends as family
Religion and young
people
Race relations
LGBT issues
SOCIAL GOOD
Heal the world
DIY activism
SOCIAL MEDIA
Broadcasting the curated self
Social media-driven FOMO
Share no more
12
PERSONAL FINANCES AND EMPLOYMENT
Image credit: kenteegardin
13
BULLISH
ABOUT
PERSONALCHARTS
FINANCES
APPENDIX:
ADDITIONAL
FIGURE 1A:
Outlook on personal finances

Percentage of BRIC Millennials who agree
Brazil
Russia
India
China
91
87
It is important that I am
financially independent
85
89%
93
88
75
I think my finances
will improve in the
next six months
86
83%
83
56
The stress of managing my
finances is exhausting
36
55
48%
43
32
If my financial situation
were to worsen, I would
consider moving back
in with my parents*
33
55
37%
27
*Asked only among those living in a home/apartment on their own or living at school
14
BULLISH ABOUT PERSONAL FINANCES (contd.)

Financial independence is a near-universal desire, with almost 9 in 10 BRIC Millennials saying it is important
for them. Pointing to the relentless optimism of this generation, some 83% feel confident their finances will
improve in the next six months. Russian Millennials are slightly less bullish than the rest, with 3 out of 4 optimistic about
their financial future. This optimism isnt blindalmost half of Millennials feel exhausted by the stress of managing their
finances, and more than half of Brazilian and Indian respondents.
SPOTLIGHT ON BRAZIL
Brazilians stress around managing finances (see Figure 1A) stems from the fact that Millennials are the first generation to see
financial management as providing the groundwork for a future with more freedom and flexibility. Brazilian youth are just
beginning to embrace saving and financial planningto strive for financial literacy.
Years of inflation prevented a saving culture from taking hold among previous generationsthe hyperinflation of the 80s
made any investment seem like a bad idea. At the same time, rampant spending was risky as it was impossible to predict how
much ones money would be worth in the near future.
Millennials have come of age during a decadelong period of economic stabilization and growth. Theres a prevailing sense
of optimism around financesMillennials feel that if they spend now, they can simply earn back the money in a few months.
And since the future seems bright, there is less guilt in fulfilling todays wishes in spite of tomorrows duties; young Brazilians
believe more in investing in themselves than saving for a theoretical future problem (see Figure 1B on page 19).
15

CASE STUDY: HSBC, IPAD 360
To help inspire young Brazilians to think about smart financial planning, an HSBC Wealth Management campaign for the iPad
illustrated a future with more options. JWT created an app that asked, Where do you want to be in the future? and then
showed 360-degree environments of potential locations, including a Paris penthouse and, from a scuba divers perspective,
an undersea paradise. Users could navigate through these scenarios as if they were really there. The message: Wherever
you want to be in the future, you can count on the help of HSBC Wealth Management.
Image credits: JWT
16

CASE STUDY: ITA, FUN TRADE
Last year, Brazilian bank Ita introduced Fun Trade, a Facebook gaming app designed to teach participants about the stock
market. Players were encouraged to buy and sell shares of companies, represented by their friends and other players. To
start, players published an IPO on their Facebook wall. Shares changed in value depending on supply and demand and as
players received more interactions.
Image credits: Ita; Contagious
17

SPOTLIGHT ON INDIA
Indian Millennials living away from home fall well above the average (37%) when asked if financial reasons might prompt
them to consider moving back in with their parents: 55% are in agreement. (See Figure 1A.) The family unit remains a
cultural pillar in India, where multigenerational households are the rule and moving out of the family home upon adulthood
is not a mainstream phenomenon.
Young Indians take pride in caring for and giving back to their parents; 86% agreed that It is important to me that Im able
to provide financial support for my parents compared with an overall average of 79%.
18
MONEY MATTERS
FIGURE 1B:
Money-mindedness
Brazil
Russia
India
81
Spending
wisely is more
important than
earning a lot
of money
72
86
80
51
Saving money is
more important
to my parents
generation
than to my
generation
I buy more
things (clothing,
furniture,
electronics)
used/secondhand
than I did two
years ago
China
54
67
60%
80%
Spending wisely doesnt equate with penny-pinching for

these consumers, especially in India and China. BRIC Millennials are more
inclined to spend than their parents, with 6 in 10 saying that saving money is
more important to their parents generation than to their own.
Eight in 10 agreed that spending wisely is more important than earning a lot,
with Indian Millennials most likely to agree. This cohort has also taken to
buying used or secondhand items in the recent past (56% of Indian Millennials
compared with 32% of BRIC Millennials overall). eBay and websites including
Quikr and OLX have popularized the buying and selling of secondhand goods,
taking advantage of Indians tendency not to toss out older items but to
mend or find new uses for them. Young, cash-strapped Indians prefer buying
high-end used goods to lower-end new products.
65
27
19
56
25
33%
In Russia, where only a slim majority agree that saving money is more important
to their parents generation, the collapse of the Soviet Union drove a wave
of spending, thanks to an influx of new goods into the market. An era of easy
credit, especially for young people, followed in the early 00s. The economic
crisis has shifted consumer behaviorafter nearly two decades of wild
consumerism, the market has experienced some stabilization. Loans are taken
wisely, if at all, and Millennials are much more rational in their spending.
19
INVESTING
THE FUTURECHARTS
APPENDIX:INADDITIONAL
FIGURE 1C:
What constitutes a good investment?

Percentage of BRIC Millennials who believe each of the following would be a good investment
Brazil
Russia
India
China
62
82
74
Education
71
71%
Internet
access
49%
50
58
75
64
68%
51
44
54
Hobbies
(playing a
sport, learning
to play an
instrument,
learning to
paint)
44%
35
An international
vacation
34
49
61%
An
apprenticeship
59
35
27
31
41%
12
A mobile
phone/
smartphone
23
45
60
75
54
58%
40
67
A car/scooter
42
27
33%
32
52
41
33%
20
70
77
34%
45
32
54
Learning
a language
26
31
67
Starting a
business
A tablet/laptop
45
81
A home
32
37
42
41%
A vacation
within my
country
20
31%
27
36
CHART CONTINUES
20
INVESTING
THE FUTURECHARTS
(contd.)
APPENDIX:INADDITIONAL
FIGURE 1C
(contd.):
What constitutes a good investment?

Percentage of BRIC Millennials who believe each of the following would be a good investment
Brazil
Russia
India
China
37
Gym
membership
24
27%
24
28
17
Luxury/designer
goods
18
21
25
20
25%
29
Magazine/ 4
newspaper
subscriptions
19
23
20
19%
Long-term
travel/a
gap year
10
26
24
Tickets (concert,
movies, sporting
events)
14
19
18
16%
11
21
25%
18%
19
19
29
42
18
22
21
An internship
Dining out
26
31
New clothing
21%
12
19%
Cosmetic
surgery
6
7
8%
21
INVESTING IN THE FUTURE (contd.)

As they settle into their lives, BRIC Millennials feel that spending on themselves in a range of ways will
help provide security for the future. Brazilian Millennials consider the widest range of factors a smart investment, thanks
to overall national optimism (and a culture that leans toward optimism), still-rising economic prospects and an emerging
middle class with disposable income.
Across the BRIC markets, Millennials see home ownership and factors related to career advancementeducation, starting
a business and learning a languageas the most worthwhile investments. Russians are most beholden to the idea of
entrepreneurialism, with 77% agreeing that starting a business is a good investment compared with 61% overall.
This digitally savvy generation also tends to see Internet access as a good investment (49%), especially the hyperconnected Brazilians (62%). By contrast, only about 1 in 5 BRIC Millennials views newspaper or magazine subscriptions as a
good investment. Indians are most likely to see tech devicestablets or laptops and mobile phonesas smart investments.
Luxury and designer goods, which fall relatively low on the list of worthwhile investments, are most valued by Chinese
Millennials and least valued by Brazilians. Chinese respondents were also most likely to see the investment value in longterm travel or a gap year.
22
ITS NOT FAIR

FIGURE 1D:
Uncertain employment
Brazil
Russia
China
68
My generation
is being dealt
an unfair
blow because
of global
economic
uncertainty
61
76
70%
76
75
Generally,
people
my age are
struggling to
find a job
People my
age often
balance
multiple jobs
to get by
India
65
70%
71
Despite long-term economic expansion in their markets, BRIC

Millennials, like many of their counterparts around the world, feel negatively
affected by the global downturn. Seven in 10 agree that their generation is
being dealt an unfair blow because of global economic uncertainty and that
people their age are struggling to find jobs.
These Millennials are confronting fiercely competitive conditions. In
China, for instance, the number of college graduates has quadrupled over
the last decade, but professional jobs havent grown nearly as fast. A
2012 government study cited in Businessweek found that unemployment
among 21- to 25-year-old graduates was 16%, four times the official urban
unemployment rate. Some Chinese women are going to extremes to find
jobs, turning to plastic surgery to achieve a more European or younger look.
68
Patchwork earnings are most prevalent among Indian and Russian Millennials,
with 8 in 10 saying that people their age balance multiple jobs to get by.
65
80
79
68%
45
23
ILL PAVE MY OWN WAY

FIGURE 1E:
Generation Go
Brazil
Russia
India
89
Technology has
put so many
professional
and entrepreneurial opportunities in
front of me
My friends
are doing
entrepreneurial things to
make more
money
If I lose/
have trouble
finding a
job, Ill just
start my own
business
China
89
89%
87
93
72
67
75
71%
While Millennials around the world feel theyve been dealt an

unfair hand, many are finding opportunity in economic adversity, ushering in
an unprecedented entrepreneurial mindset. Entrepreneurialism offers this
generation a berth at the starting line and a sense of direct control over
their future.
Among BRIC Millennials, 7 in 10 say they would start their own business
if they lose or have trouble finding a job and see their peer group doing
entrepreneurial things to boost their earnings.
Technologywhich obliterates traditional barriers to entryis a steppingstone
for this uniquely resourceful generation. Nine in 10 agree that technology has
put an array of professional and entrepreneurial opportunities before them.
68
72
62
75
71%
74
24
ILL PAVE MY OWN WAY (contd.)

Millennial entrepreneurs between 18 and 29 outnumber those aged 35-plus in Brazil and Russia. A few
notable examples of young people in these markets who are rewriting the rules of the game:
GABRIEL BENARROS, 24
TALLIS GOMES, 26
EDUARDO LHOTELLIER, 28
Founder of Ingresse, a social platform for selling tickets

online that helps users discover events and serves
as not only a channel for ticket sales but a publicity
platform for the event organizer. Ingresse was invited
to join Dave McClures incubator 500 Startups.
Founder of Easy Taxi, a mobile app similar to Uber

that connects taxi drivers with nearby users in need of
a ride. The company operates in 10 Brazilian and nine
foreign cities, and has ambitious plans for expansion.
Founder of GetNinjas, an online platform that

connects service providers with customers. The
company received $3 million in Series A financing
earlier this year.
PAVEL DUROV, 28
OSKAR HARTMANN, 30
ELENA MASOLOVA, 29
A colorful and sometimes controversial character,

Durov founded VK, a social networking site that claims
100 million active users and has a goal of capturing
70% of Russias social media market. According to
some reports, however, the site is regarded as a major
hub of pirated music and video, as well as porn.
Founder and CEO of KupiVIP, a flash sale discount

club. The company raised around $100 million in
venture financing in the past two years and will be
seeking $125 million in a 2014 IPO.
Founder of Darberry, an online coupon company

acquired by Groupon; CEO of Pixonic, a social
network game publisher; and investment
director at AddVenture, an angel fund.
25
WORKING FOR MORE THAN A PAYCHECK

FIGURE 1F:
Doing meaningful work

Brazil
Russia
India
China
88
The best
measure
of wealth
is having a
job you like
85
84
87%
90
83
A job
should help
me pursue
my passion
80
86
85
A lot of
people my
age are
seeking
jobs that
give back
to society
83%
Hand in hand with their entrepreneurial mindset, Millennials

view a job as more than a paycheck. Instead, it should be satisfying and, as
83% of our sample believe, a vehicle for pursuing passions. Close to 9 in 10
respondents say having a job one likes is the best measure of wealth.
Self-fulfillment isnt the only goal: Many in this generation are looking
to make a positive social impact, with nearly two-thirds saying that
a lot of their peers are looking for jobs that give back to society. In
India, for example, some graduates from top universities are forgoing
traditional positions in investment, banking or consulting in favor of social
entrepreneurship efforts. And a PwC study found that three-quarters of
Brazilian and Russian Millennials actively seek out employers whose corporate
responsibility efforts reflect their personal values. This was followed by 69%
of Indians and 58% of young Chinese employees.
65
59
71
65%
63
26
TECH
EMPOWERS
APPENDIX:
ADDITIONAL CHARTS
When it comes to social mobility, jobs centered around technology are seen as offering a path forward, as
do jobs in media and entertainment. The more traditional jobsin health care, engineering, consulting and lawfall much
lower on the scale, perhaps because of the cool factor associated with the tech, media and entertainment industries and
the highly competitive nature of the other well-paid professions.
WHICH CAREERS OFFER THE MOST SOCIAL MOBILITY?

(Top 5 responses by country)
BRAZIL
43%
TECHNOLOGY
29%
HEALTH
CARE
INDIA
27%
ENGINEERING
25%
INTERNET
COMPANY
24%
EDUCATION
RUSSIA
35%
ENTREPRENEUR
30%
ADVERTISING
38%
EDUCATION
30%
MEDIA/
ENTERTAINMENT
29%
TECHNOLOGY
29%
BANKING
25%
SOFTWARE
DEVELOPMENT
CHINA
29%
MEDIA/
ENTERTAINMENT
28%
BANKING
26%
SOFTWARE
DEVELOPMENT
39%
MEDIA/
ENTERTAINMENT
34%
RETAIL/
WHOLESALE
33%
INTERNET
COMPANY
30%
ADVERTISING
27%
REAL
ESTATE
27
THE
GRASS IS
ALWAYS GREENER
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 1G:
Greener pastures overseas

Brazil
Russia
India
China
85
It seems like more
people are going to
university abroad
than in the past
78
62
86
81%
There is more
opportunity for social
mobility abroad than
in my country
92
74
72
59
84
Going to university
abroad improves
your prospects after
graduation
73
80
71%
75
79%
78
I would consider
moving to another
place to work
59
72
65%
55
83
More and more
people my age are
working for global
companies
60
84
76%
76
28
THE GRASS IS ALWAYS GREENER (contd.)

For Brazilian, Indian and Chinese Millennials, an international education carries perceived professional
benefits, and more of them are pursuing degrees abroad. Young Russians are the least likely to agree that going to
university abroad improves ones job prospects and that their peers are working for global companies.Studying abroad,
generally considered a prerogative of elites, is not widespread among Russians, who strive instead for admission into
universities in Moscow or St. Petersburg.
This generation is also ready to venture away from home to follow opportunityalmost two-thirds said they would consider
moving elsewhere to find work. For many, these moves are motivated by the notion that social mobility is more easily
accomplished abroad. Brazilians are the most open to moving away and the most likely to regard foreign soil as more
conducive to upward mobility.
58%
OF BRIC MILLENNIALS
WOULD PREFER
TO STUDY ABROAD
THAN IN THEIR HOME
COUNTRY
57%
OF BRIC MILLENNIALS
WOULD PREFER
TO WORK ABROAD
THAN IN THEIR HOME
COUNTRY
29
THE GRASS IS ALWAYS GREENER (contd.)

CASE STUDY: TENCENT QQ, YOUR COMPANION OF 12 YEARS
A spot from leading Chinese social network Tencent QQ demonstrates how its offerings keep distant family members in
close contact. A boy displays typical annoyance toward his loving motherirritation when she repeatedly asks for help with
the television remote and when she greets him at the door. After he leaves home for school in America to fulfill his dreams,
his mother learns how to use QQ so they can stay in touch. Once the two of them are on opposite sides of the earth,
he matures and finally starts to understand his mother; their hearts grow closer. The young man goes on to get a job in
America but acknowledges that no matter how far away his mother is, shes always in reach with the click of a button.
Image credits: Tencent QQ
30
GOVERNMENT, ACTIVISM AND NATIONAL PRIDE
Image credit: Semilla Luz
31
WARY
OF GOVERNMENT
APPENDIX:
ADDITIONAL CHARTS
FIGURE 2A:
Government effectiveness
Percentage of Brazilian, Russian and
Indian Millennials who agree*
Brazil
Government leaders
in my country are in
touch with the needs
of everyday people
India
37
I think my country is
developing in a way
that offers equality
for all citizens
Our government
acts promptly to
help the people
Russia
46%
34
64
27
33%
23
48
28
32%
26
40
*Note: Not asked in China
32
WARY OF GOVERNMENT (contd.)

Indian Millennials are relatively positive about their government and political leaders. Nearly half believe
the government acts promptly to help people, and 4 in 10 see the government as being in touch with the needs of citizens.
As many as 64% believe India is developing in a way that offers equality for all. Still, with the general public frustrated by
Indias stalled development and government corruption, this does not translate to widespread optimism and satisfaction
with the status quo.
Millennials in Brazil and Russia, however, are much more dissatisfied with
their leaders. Fewer than 3 in 10 believe their government acts promptly to
help people and that their leaders are in touch with the peoples needs. Not
too many more feel positively about the direction of national development
just over a third see their nation as developing in a way that offers equality
for all citizens.
31%
OF BRAZILIAN,
RUSSIAN AND INDIAN
MILLENNIALS TRUST
THEIR POLITICAL
LEADERS
33
MAKING THEIR VOICES HEARD

Accustomed to broadcasting their opinions on social media,
this generation feels strongly about making their voices heard when it comes to
social and political issues.
FIGURE 2B:
Activism and social change

Percentage of Brazilian, Russian and
Indian Millennials who agree*
Brazil
People my age
are actively
looking for ways
to voice their
opinions about
social problems
People my age
are actively
looking for ways
to voice their
opinions about
the government
Russia
India
91
83%
78
82
91
75
79
81%
Digital connectivity has driven awareness and engagement. Chinese Millennials

use blogs, as well as social networks such as the microblogging platform
Weibo, to express views on social matters. In India, citizens can post questions
to politicians via the website Oursay; these are then voted on and posed to
relevant leaders. Oursay has hosted two forums with government leaders this
year, and other Indian leaders have expressed interest in participating.
Brazilian Millennials over-index here, perhaps due to the survey coinciding
with nationwide demonstrations focused on public spending and government
corruption. Young Brazilians didnt take to the streets as a rejection of politics,
wrote former president Luiz da Silva in a New York Times op-ed, but rather
thanks to the drive to increase the reach of democracy, to encourage people to
take part more fully.
*Note: Not asked in China
34
MAKING THEIR VOICES HEARD (contd.)

SPOTLIGHT ON RUSSIA
Russian Millennials are somewhat less likely to say theyre actively seeking ways to effect
change. While unhappy with the government, this cohort is generally socially and politically
passive, feeling helpless to change the nations political situation.
One exception is the creative classwhite-collar professionals in creative jobswho have
helped drive opposition to the Putin regime. They were among the main forces behind
demonstrations on Moscows Bolotnaya Square earlier this year. The protests had little effect,
however, and the government was careful to not let the situation get out of control both in
the streets and in the digital sphere.
Image credit: sime simon
35
MAKING THEIR VOICES HEARD (contd.)

CASE STUDY: THE TIMES OF INDIA, I LEAD INDIA
The Times of India dramatized the spirit of Millennials in its recent I Lead India initiative. An advertisement shows young
people from all over India standing up from their chairs and charging forward with a determination to take on the nations
biggest challenges. The passion of the generation culminates in a massive bonfire that torches all the comfortable seats
the idea is not to take things sitting down. The Times of India challenges youth to be the change they want to see, sending
the message that You are your own leader.
Image credits: The Times of India
36
BRICS ON THE WORLD STAGE

FIGURE 2C:
BRICs step out

Brazil
Russia
India
China
79
My country
must improve
nationally
in order to
become a world
leader
87
88
87%
92
92
Its time for our

citizens to make
their mark on
the world
70
87
84%
89
83
My country can
effect change in
the world
75
84
82%
As the BRICs raise their profiles on the world stage, Millennials

in these markets acknowledge that theres work to be done at home before
their country can become a world leadera compelling prospect, with
more than 8 in 10 saying its time to make a mark on the world. A similar
proportion believe their country can effect global change.
Russian Millennials stand out for their below-average enthusiasm over their
people and nation making a global impact. Much of this can be attributed
to the nations current position in comparison with its Soviet past. Although
too young to remember firsthand, Millennials can see the pride, patriotism
and nationalism their nation once had from Soviet-era films and hear about
it from older generations. All cultural icons of national pride are linked
with the pastscientific advancement, the space program, military forces
and so onwhile the prevailing attitude is that theres not much to be
proud of in present-day Russia. Case in point: the 2014 Winter Olympics in
Sochi, which have devolved from a symbol of the rebirth of national pride
to yet another example of corruption and scandal.
88
37
BRIC
NATIONAL
PRIDE
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 2D:
National pride
Brazil
Russia
India
90
Its my
generations
responsibility
to shape the
future of my
country
My generation
has the power
to transform
life in my
country
China
83
87
This generation of young people feels invested in shaping

their nations futuresand believe they have the power to shake things up.
This is especially true for Brazilians. Russians, by contrast, feel somewhat
less empowered to transform life in their homeland, largely because of the
states heavy-handed influence and a dearth of ways to influence social and
political life in the country.
86%
87
89
69
87
80%
76
38
TRADITION VS. MODERNIZATION
Image credit: Safoora K Ali
39
ILL
NEVER ADDITIONAL
BE LIKE MY PARENTS
APPENDIX:
CHARTS
FIGURE 3A:
Forging a new life path

How BRIC Millennials rank the direction of their life path in comparison to their parents
Brazil
Russia
India
China
50%
40%
30%
20%
10%
0%
1
My life path will be
very similar to that
of my parents
5
My life path will be
very different from
that of my parents
40
ILL NEVER BE LIKE MY PARENTS (contd.)

While many young people imagine forging a different path than their parents followed, BRIC Millennials are
seeing many long-standing cultural norms get upended as their markets develop. Some even have difficulty seeing their
parents as role models. So its not surprising that they tend to envision their own lives being quite different from that of
their parents.
Millennials in China and Brazil are feeling the cultural shift most acutely. Thanks largely to economic reforms that got
under way when the oldest Millennials were born, this generation has grown up in a very different China. In Brazil, rapid
economic growth, lower inflation and an optimistic outlook play a big role in the professional and personal life choices that
young people may consider.
Indian Millennials, on the other hand, are least likely to expect that their lives will be drastically different from those of
the previous generation. While young Indians are embracing the prosperity ushered in by globalization, they tend to fit the
changes that growth has brought into existing social structures and norms.
41
NO
NOSTALGIA
FOR BRAZILIANS
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 3B:
Life seems less complicated today

Percentage of Brazilian Millennials who say each factor is less complicated today than it was 50 years ago minus the
percentage who say it is more complicated
30%
29%
28%
26%
23%
22%
20%
8%
10%
8%
6%
0%
-10%
-3%
-4%
-6%
Choosing
where
to live
Choosing
the role you
play in your
family
Choosing
when to
have kids
-20%
-30%
-40%
Choosing
which
university
to attend
Choosing
whom to
date
Choosing
what to
study at
university
Choosing
your lifestyle
This was more complicated in the 1960s
Choosing
whom to
marry
Choosing
your social
circle
Choosing
when to get
married
Choosing
your
profession
This was less complicated in the 1960s
42
NOSTALGIA
A LESS COMPLICATED
APPENDIX:FOR
ADDITIONAL
CHARTS LIFE
FIGURE 3C:
Life seems more complex today

Percentage of Russian Millennials who say each factor is less complicated today than it was 50 years ago minus the
30%
25%
20%
22%
12%
10%
0%
-3%
-10%
-4%
-4%
-6%
-8%
-20%
-14%
-23%
-30%
-40%
-37%
Choosing
whom to
date
Choosing
Choosing
your lifestyle when to get
married
Choosing
your social
circle
Choosing
what to
study at
university
Choosing
when to
have kids
Choosing
the role you
play in your
family
Choosing
whom to
marry
Choosing
where
to live
Choosing
which
university
to attend
Choosing
your
profession
43
NOSTALGIA
A LESS COMPLICATED
APPENDIX:FOR
ADDITIONAL
CHARTS LIFE (contd.)
FIGURE 3D:

Percentage of Indian Millennials who say each factor is less complicated today than it was 50 years ago minus the
30%
20%
10%
4%
0%
-2%
-10%
-13%
-20%
-14%
-14%
-16%
-16%
-17%
-19%
-20%
Choosing
when to
have kids
Choosing
which
university
to attend
-30%
-24%
-40%
Choosing
whom to
date
Choosing
whom to
marry
Choosing
Choosing
when to get your lifestyle
married
Choosing
what to
study at
university
Choosing
your social
circle
Choosing
your
profession
Choosing
the role you
play in your
family
Choosing
where
to live
44
NOSTALGIA
A LESS COMPLICATED
APPENDIX:FOR
ADDITIONAL
CHARTS LIFE (contd.)
FIGURE 3E:

Percentage of Chinese Millennials who say each factor is less complicated today than it was 50 years ago minus the
30%
20%
12%
10%
7%
4%
0%
-2%
-10%
-3%
-4%
-7%
-10%
-20%
-13%
-18%
-30%
-22%
-40%
Choosing
when to
have kids
Choosing
when to get
married
Choosing
your
profession
Choosing
whom to
marry
Choosing
your social
circle
Choosing
what to
study at
university
Choosing
your lifestyle
Choosing
where
to live
Choosing
the role you
play in your
family
Choosing
which
university
to attend
Choosing
whom to
date
45
NOSTALGIA FOR A LESS COMPLICATED LIFE (contd.)

Navigating emerging social and cultural norms and a new array of life choices is confusing and stressful
for Millennials in Russia, India and China. While this generation is reaping the benefit of new opportunities and rising
acceptance of nontraditional lifestyles, the downside is greater pressure to succeed and a fear of making the wrong
choices. They see many life choices (choosing what to study and where, choosing where to live, etc.) as being more
complicated today than they were in the 1960s.
Notably, decisions around dating and marriage are seen as easier today, but some aspects remain complex for Millennials:
choosing whom to date, in China; whom to marry, in Russia; and when to marry, in India.
The overall exception here is Brazil, where Millennials believe that many major life choices are easier to make today than
they were 50-some years ago. The only ones that seem harder today are choosing where to live, what role to play in your
family and when to have kids.
46
TRADITIONS
ENDURE FOR MOST
APPENDIX: ADDITIONAL
CHARTS
FIGURE 3F:
Holding on to tradition
Brazil
Russia
India
China
79
71
84
Im proud of my
national traditions
and customs
87
85%
88
Traditions hold
society together
88
75
69
89
Its important I
hold on to my
family traditions
86
84%
91
Today there are lots

of moral questions
that never would
have come up in
the past
79
75
82%
83
91
81%
86
I worry that
aspects of our
culture and
traditions are
getting lost
as the world
becomes more
interconnected
My generation
cares a lot
about preserving
our cultures
traditions
74
83
75
75%
66
51
43
71
59%
69
47
TRADITIONS ENDURE FOR MOST (contd.)

Even while modern life has changed so substantially in just a few decadesor perhaps because its shifted so
quicklyMillennials are strongly invested in preserving their national customs, as well as their familys traditions.
In China, family has always had a primary place in society, and this still rings true: 9 in 10 Chinese Millennials feel that
holding on to family traditions is important. Russian and Indian Millennials are most apt to believe that traditions hold
society together. Fewer than half of Russians, however, say their generation cares a lot about preserving traditions, and
they are most apt to worry that traditions are getting lost in a globalized world. Russians understand that its impossible to
reap all the benefits of modernization without sacrificing some traditionsas a result, theyre questioning how to keep the
traditional way of life alive.
Across the board, Brazilian Millennials rate below average in their enthusiasm for tradition. Many in Brazil define tradition via
their nuclear families. And in this very heterogeneous nation, culture is constantly evolving thanks to an openness to blending
new elements into existing customs and traditions.
48
TRADITIONS ENDURE FOR MOST (contd.)

CASE STUDY: METERSBONWE, NATIONAL PRODUCT
A mixed-media spot from Chinese apparel retailer Metersbonwe encourages youth to embrace both the nations traditional
products and goods representative of the modern era. The commercial takes viewers for a ride in Chinas iconic Red Flag
limo along a timeline of famous products that have come out of China over the past century, reminding young consumers
that the nation continues to create new emblematic products. The spot goes on to show some traditional Chinese figures
remixed with modern culture on T-shirts, in video games and so on. Chinas youth are encouraged to Walk a different
path and Copy the glory of the nation.
Image credits: Metersbonwe
49
TRADITIONS
WORTH SAVING
CHARTS
FIGURE 3G:
Ill never let go

Percentage of BRIC Millennials who would want to keep each of the following
aspects of tradition despite globalization
Brazil
Russia
India
China
69
43
86
Language
72
77%
71
Religious
observations/
celebrations
83
64
58
48
78
Recipes
69%
58
47
Dance
47
59
56
70
44
61%
45
Sport
43
60
59
61
62
47%
46
73
Songs/music
49%
55
83
Stories/
folklore
61%
64
34
61%
Dress
36
62
47%
52
50
TRADITIONS WORTH SAVING (contd.)

When it comes to specific aspects of culture and tradition that Millennials are concerned about preserving
in the face of globalization, the basics of language and food are closest to the heart, especially among Chinese and
Russian respondents.
Indians stand out for their interest in preserving traditional dress. Russians vow to remain faithful to their religious
observations and celebrations. And not surprisingly, Brazilians stand out for dedication to their national sport, with
our planners making the argument that football is one of the few touchstones that unify all Brazilians. Indeed, among
Brazilians and Indians, regional traditions are generally more important than national ones.
51
TRADITIONS WORTH SAVING (contd.)

CASE STUDY: MOHAN MUSIC PALACE, HARMONIUM LOVE BANNER
In India, theres a drive to maintain traditional values and customs as the nation becomes more globalized and adopts new
practicesfor instance, some youth have been learning to play Western instruments like the keyboard and guitar. Mohan
Music Palace, a 70-year-old shop in New Delhi, sought to bring the joy of the traditional Indian harmonium into a modern
context. A Web banner application turned any laptop into a harmonium via keyboard strokes and moving the screen. The
initiative managed to use modern technology to reinforce the importance of maintaining tradition.
Image credits: Mohan Music Palace
52
BECAUSE
SOCIETY
SAYS NOCHARTS
APPENDIX:
ADDITIONAL
FIGURE 3H:
Cultural taboos
Percentage of BRIC Millennials who believe society considers each of the following very or somewhat taboo
Russia
Brazil
India
China
67
35
88
Taking drugs
78%
69
28
59
Swearing
50
90
17
63
80
65
65%
Public displays
of affluence
39
36
45%
53
Wearing revealing
clothing
58
43
25
64
62%
64
74
42%
38
31
64
42%
59
31
49
Gambling
Living with your

partner out
of wedlock
58
63
Homosexuality
50%
44
49
Smoking
cigarettes
54
41
44%
Tattoos
36
49
41%
35
CHART CONTINUES
53
BECAUSE
SOCIETY
SAYS NOCHARTS
(contd.)
APPENDIX:
ADDITIONAL
FIGURE 3H
(contd.):
Cultural taboos
Percentage of BRIC Millennials who believe society considers each of the following very or somewhat taboo
Russia
Brazil
India
China
27
29
48
Drinking alcohol
39%
56
24
Marrying
outside
your race
21
53
A woman working
outside the home
11
34
37%
65
Marrying outside
your social class
31
15
13
49
29%
A woman
attending school
14
29
11
34
61
37%
16
A woman living
on her own
17
13
44
10
17%
7
24
36
19%
8
39
20
Public displays of
affection
30%
11
28
Sex before marriage
20
24%
A woman using
the Internet
7
34
17%
41
34
Piercings
50
36%
15
54
BECAUSE SOCIETY SAYS NO (contd.)

As cultures become more globalized, many longstanding social taboos are starting to weaken, but in some
markets they persevere among a majority of people.
Indians have many taboos around dating and sex, with clear majorities saying society considers it taboo to live with
a partner out of wedlock, to engage in premarital sex and even to publicly display affection, all well above the BRIC
average. Modesty also remains important, more so than in the other countries surveyed, with 64% of Indian Millennials
saying it is taboo to wear revealing clothing. Given the importance of family among this cohort, its those taboos that dont
impact parents or the family structure that are most likely to fade away.
In China and Russia, taking drugs is very much taboo.
Homosexuality is still quite taboo in Russia, as recent demonstrations and global headlines have spotlighted. Although
homosexuality was decriminalized in 1993, the governments current campaign for traditional family values has spurred
legislation that bans propaganda on nontraditional sexual relationships. This is widely understood as an effort to
suppress homosexuality and Russias fledgling gay rights movement, as The New York Times reports. While urban centers
are more tolerant and generally feature a visible LGBT nightlife scene, Russia remains a country where discrimination and
even violence against gay people are widely tolerated. By contrast, the taboo has weakened considerably in China.
Across the board, Brazilians seem to have few strict taboos.
55
LIVING
IN ANADDITIONAL
INTERCONNECTED
WORLD
APPENDIX:
CHARTS
FIGURE 3I:
Benefits of globalization
Brazil
Russia
India
China
64
65
77
People are more alike

around the world than
they are different
75
I appreciate the
influence of other
cultures on my
countrys way of life
72%
47
69
73
51
74
53
50
81
70%
76
I feel I have more
in common with
young people in
other countries
than I do with older
people from my own
country
I see myself as a
global citizen first
and a citizen of my
homeland second
I have friends from

all over the world
41
64
58%
52%
51
56
38
68
59%
74
56
LIVING IN AN INTERCONNECTED WORLD (contd.)

Having grown up in an interconnected world, BRIC Millennials feel connected to cultures around the globe.
More than 7 in 10 agree that People around the world are more alike than different, while 6 in 10 say they have more
in common with young people in other countries than older people at home. This feeling of connection is more than
theoretical: Half our respondents (and as many as 64% of Indian Millennials) say they have friends from all over the world.
As the BRICs play a larger role on the world stage, the influence of outside cultures becomes stronger at homea trend
that most Millennials embrace. Seven in 10 said they appreciate the influence of other cultures on their countrys way
of life. Connecting with other cultures, however, doesnt necessarily translate to a weakening of national identity. While
around two-thirds of Indians and Brazilians say they see themselves as global citizens first and citizens of their homeland
second, only about half of Chinese and Russian youth concur.
Lacking a well-established pattern of studying, traveling and working abroad, Russians are the least connected to outside
cultures. They are less likely than the other Millennials surveyed to have friends around the world and much less apt to
feel significant commonalities with young people beyond their borders. Theyre also much less enthusiastic about the
influence of other cultures on their way of life. There is much discussion in Russia today regarding global influences on
local culture.
57
STRESS AND URBANIZATION
Image credit: Eric.Parker
58
LIVING
A STRESSFUL
LIFE CHARTS
APPENDIX:
ADDITIONAL
FIGURE 4A:
Stress factors
Factors that contribute to stress among BRIC Millennials
Brazil
Russia
India
China
85
84
My finances
78
71
81%
Pollution
63
75
77
81
78
79%
76
My familys
job security
69
78
76%
77
76
71
69
71%
Difficulty
achieving
a work-life
balance
62
72
70%
70
Family life
69%
70
65
70
The current state
of the economy
69%
71
70
66
74%
69%
72
69
Crime in my
community
70
72
72
74
75
My job
60
68
74
77
Traffic
71
76
Making the right

life decisions
72%
80
82
Cost of living
74
60
73
75
57
69%
Food safety
66
68%
70
79
CHART CONTINUES
59
LIVING
A STRESSFUL
LIFE (contd.)
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 4A (contd.):
Stress factors
Factors that contribute to stress among BRIC Millennials
Brazil
Russia
India
China
73
The highly
competitive
job market
51
77
61
68%
57
70
My current
job security
67
73
72
68%
58
My countrys
political situation
70
61
73
67%
58
Romantic
relationships
71
65
63
52%
45
Retirement
39
53
46%
48
58
71
58
53
The threat of
terrorism
53
59%
56
72
Noise
66%
65
62
Diet and health
37
64
67
54%
54
55
74
64
52
Nonromantic
relationships
71
66
Social life
67%
51
67%
Climate change
45
67
58%
67
60
LIVING A STRESSFUL LIFE (contd.)

Life is getting more stressful for Millennials, in line with one of our 10 Trends for 2013, the Super Stress Era:
53% say their stress level has increased over the past year. A wide range of factors is driving this stress, with economic
concerns the most prominent. Indeed, even retirementnormally a worry thats not pressing among young adultswas
cited as a stress factor by close to half of Millennials (46%). Eight in 10 said their finances and the cost of living contribute
to stress in their lives, and 7 in 10 are stressed about their familys job security and the state of the economy.
The highly competitive job market worries Millennials in Brazil, India and China, with more than 7 in 10 citing it as a stress
factor, compared with half of Russians. One driver in China is the increase in college graduates, which is outpacing the rise
in professional jobs. While a degree is becoming a prerequisite for a wide range of jobs, its no longer the differentiator it
was just a few years ago. In India, many graduates are lacking the professional skills to be hired.
Chinese Millennials stand out when it comes to concerns about pollution (80% cite it as a stress factor) and food safety
(79%). With near-daily reports of food scandals and frequent stories about worsening pollution, Chinese Millennials feel
both alarmed and powerless to change the situation.
Chinese and Indian Millennials are notably concerned about climate change (67%). By contrast, Russians are more focused
on factors that impact them personally on a day-to-day basisjob security, personal financeswhile more abstract or longterm concerns, such as pollution, climate change and even political and economic issues, fall lower on the radar.
61

CASE STUDY: DONSTROY, LUCKYLIKE
With apartments in Moscow among the most expensive in the world, the cost of living is one of the biggest stressors for
Russian Millennials. And not surprisingly, real estate companies are increasingly unpopular. Real estate developer Donstroy
tapped into these frustrations by creating a contest to win a free apartment in Moscow. A website, Luckylike, showed
windows of 1 million virtual apartments; the winning apartment was hidden behind one of them. Players could click on a
window, then make a lucky like via Facebook to enter. Each like carried a unique message about Donstroy in the news
feed, and inviting friends to play granted participants additional attempts. The campaign earned the company about a
million social media mentions.
Image credits: Donstroy
62

CASE STUDY: FORD, ECOSPORT
Fords EcoSport adopted a straightforward approach to openly address Chinese Millennials social and economic anxieties.
In an online video, a young man talks honestly about his pressure from family and work, and his anxiety over being short
of money. He mocks the aspirational attitude of most youth brands, stating simply that his dream car is one that
balances the expectations of his parents, girlfriend and boss, on a budget. Rather than promising a far-fetched dream, a
common approach in Chinas car market, the campaign acknowledges the target consumers imperfect reality and positions
the small SUV as a pragmatic solution.
Image credits: Ford
63

CASE STUDY: KUONI, PAPER PLANE
Indian travel agency Kuoni addresses Millennials concern about achieving work-life balance in a competitive job market
with a TV spot that shows an excited boy preparing for a holiday. He looks over photos from previous trips, packs his
suitcase, poses in the mirror with aviator sunglasses and a scarf, and so on. The next morning, he runs into what looks to
be his parents office, but viewers soon learn the boy is actually an adult employeethe happy kid we saw was his inner
child. His boss says an important meeting may take place soon and asks if the guy has to take his holiday now. The man
stands firm, responding, Yes, sir, I have to. On-screen text reads, Dont let your holiday spirit die.
Image credits: Kuoni
64

CASE STUDY: CAF COFFEE DAY, SIT DOWN
Responding to the highly stressed lives of its Millennial customers, Indias largest caf chain, Caf Coffee Day, launched a
campaign based around its role as a youth hangout spot. The message was simple: Sit down. People were encouraged to
take their time, connect face-to-face with friends and also share those experiences online. The chain was positioned as a
place where great things happen because customers can sit and relax.
Image credits: Caf Coffee Day
65
THE
DOUBLE-EDGED
SWORD
OF THE CITY
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 4B:
FIGURE 4C:
The perks of living in a city
The ills of urbanization
Brazil
Russia
India
China
Brazil
Russia
India
88
91
Life in cities
offers much
more opportunity
88
73
90%
Life was easier

when people lived
in smaller towns
all together
71
85
83
79
86
87
87%
84
Life seems
unhealthy
in cities
77
90
81
91
80
76%
65
68
85
I like the
freedom that
comes with
living in the city
77%
80
92
Living in a city
vastly expanded my
worldview
China
85%
Urbanization has
had a negative
impact on family
relationships
57
72
63%
52
66
THE DOUBLE-EDGED SWORD OF THE CITY (contd.)

A key consequence of the booming growth that BRIC markets have experienced is rapid urbanization and the
expansion of cities. Millennials see both the pros and the cons of city life.
On the positive side, wide majorities say they like the freedom that comes with city living (especially Indians), believe that
city living has vastly expanded their worldview, and generally regard cities as centers of opportunity. In India, migrating to
cities is an aspiration for young people and seen as the means to upward mobility.
On the negative side, more than three-quarters of Millennials believe life was easier in small towns when families lived
together and feel that city living seems unhealthy. Some 63% also acknowledge that urbanization has had a negative impact
on family relationships, a downside that resonates most among Indians. In China, where cities are regarded as laden with
opportunity, migrants from small towns face social pressure to succeed from those back homeand Chinese respondents
rank above average in saying that life was easier when people lived in smaller towns.
A resourceful cohort, Millennials frequently take it upon themselves to improve urban life. In Rio de Janeiro and So Paulo,
for example, young Brazilians are spearheading vertical gardening projects to help reduce noise, curb global warming and
even grow food.
67

CASE STUDY: CREDITEASE, BELIEVE IN YOURSELF, BELIEVE IN LOVE
In a spot for CreditEase, a young couple arrives at his parents rural home for Chinese New Year. The elderly mother dotes
on her daughter-in-law, making sure shes warm when the power goes out, giving her meat from her own plate and bonding
over a heart-to-heart conversation. The son says they wont be able to visit again for Chinese New Year because he has
to work overtime in the city. When the spot flashes forward to the next celebration, with the families eating in their
respective homes, viewers cant help but feel sad that the two generations arent together. But the daughter-in-law pulls
out a booklet outlining CreditEases services and suggests they can buy a bigger home that will accommodate the parents.
The spot concludes with the line, Managing your finances and your happiness comes naturally.
Image credits: CreditEase
68

CASE STUDY: THE NORTH FACE, GO WILD
For white-collar workers in Chinese megacities, the drive to succeed has led to intense pressure, long working hours and
the type of sedentary day jobs that can be spiritually suffocating. A campaign from outdoor brand The North Face urged
people to escape to natureif only for a weekend.
Set to racing drums, a humorous manifesto spot includes scenes of a man smashing an alarm clock and an office worker
shoving files into the arms of a colleague before strolling out. As the commercial spotlights various urban stressors, the
drums and voiceover climb to a crescendo; then, finally, a cut to scenes of nature and the sound of a deep exhale. Your
life deserves another possibility, the voiceover says. To discover. To release. To gain. Go wild.
Image credits: The North Face
69
Image credit: Lokibaho
70
GENDER
EQUALITY
WITHINCHARTS
REACH
APPENDIX:
ADDITIONAL
FIGURE 5A:
FIGURE 5B:
Gender equality at work and at home
Percentage of Brazilian Millennials who agree
Percentage of Russian Millennials who agree
Male
Female
Male
A woman has the right

to choose whether she
wants to be a housewife
or have a career
87
I dont see anything

wrong with women
working outside the
home full time
86
I dont see anything wrong

with men taking on jobs
that were once dominated
by women or vice versa
84
I think men and

women are treated
equally in the
workplace
97
93
94
My significant other
and I split household
chores evenly
65
89
89
77
72

or have a career
90
92
I dont see anything

wrong with women
working outside the
home full time
84
87
72
82
I think men and

women are treated
equally in the
workplace
71
Men and women are

pretty equal today; in
general, no one has it
better than the other
Female
85
88
Men and women are

chores evenly
87
82
80
69
71
GENDER
EQUALITY
WITHINCHARTS
REACH (contd.)
APPENDIX:
ADDITIONAL
FIGURE 5C:
FIGURE 5D:
Percentage of Indian Millennials who agree
Percentage of Chinese Millennials who agree
Male
Female
Male

or have a career
87
87
I dont see anything

wrong with women
working outside the
home full time
85
88

I think men and
women are treated
equally in the
workplace
Men and women are
chores evenly
88
86

or have a career
93
I dont see anything

wrong with women
working outside the
home full time
91
74
88
86
82
80
96
97

I think men and
women are treated
equally in the
workplace
77
Female
Men and women are

chores evenly
88
95
72
54
85
83
86
91
72
GENDER EQUALITY WITHIN REACH (contd.)

A wide majority (86%) of BRIC Millennials believe men and women are basically equal today and that, in general,
neither has it better than the other. And men and women are on par when it comes to managing household responsibilities, with
8 in 10 saying they split chores evenly with their significant other. Still, there is some disconnect between the sexes, especially
in regard to workplace equality.
Across all four markets, 76% of Millennial men vs. 70% of women believe the genders are treated equally in the workplace.
Theres a similar gender gap when it comes to support for women working full-time outside the home, with 87% of Millennial
men and 92% of Millennial women finding it acceptable. While 9 in 10 Millennial women dont see anything wrong with men
taking on jobs once dominated by women or vice versa, fewer men (83%) feel the same
In China, where a low 54% of Millennial women believe women and men get equal treatment at work, the conversation has
centered around the glass ceiling and the hurdles women face in getting to the top.
In Brazil, workplace rights for women were only added to the constitution in 1988; today, some 65% of women feel that theres
workplace equality. A high of 97% of Brazilian women say a woman has the right to choose between being a housewife or a
career woman. Millennials in Brazil saw their mothers grappling with the choice, in a culture that had a cavalier attitude toward
sexual harassment. Today, the conversation around gender equality is front and center and entering into law.
In Russia, theres an 11-point gap between men who believe they split household chores evenly with their partner (80%) and
women who believe this (69%). Russian men are the least likely to accept the idea of men doing traditionally female work and
vice versa (72%). Russiaas well as the other markets surveyedhas long had a patriarchal culture. For decades, Russian women
had many more household responsibilities than men, although its commonplace for Russian women to work outside the home.
While working women have been making strides in gaining equal rights and opportunities in a number of industries, and the
gender gap has been narrowing, Russia lacks a strong cultural or political drive to promote gender equality and other human
rights issues.
73
GENDER EQUALITY WITHIN REACH (contd.)

CASE STUDY: TATA TEA, SMALL BEGINNING
In India, a spot for Tata Tea takes the stance of not just putting women on par with men but ahead. Bollywood icon Shah
Rukh Khan walks the walk by pledging to feature female co-stars ahead of his name in the title credits. Khan is seen
being interviewed by a young journalist, telling her women shouldnt be equal to menrather, they should be ahead in
every field, mentioning education, medicine, politics, engineering and media. The journalist counters that male film stars
are always billed before female counterparts. Khan calls for a retake of the shot and announces that from now on, hell
get second billing to his female stars. A voiceover says, For a big change, everyone must make a small start, and Khan
concludes, We have more to do. Ahead.
Image credits: Tata Tea
74

Globally, gender is becoming more fluid as women rise in the workplace and men get more involved at homea
trend that looks familiar to BRIC Millennials. Close to 9 in 10 say gender is more flexible than it has been in the past and believe
that gender doesnt define a person as much as it used to.
FIGURE 5E:
Gender redefined
Male
Female
BRAZIL
INDIA
Gender is more
flexible than it has
been in the past
85
Gender doesnt
define a person as
much as it used to
86
88
92
RUSSIA
87
Gender doesnt
define a person as
much as it used to
87
88
85
CHINA
86
Gender is more
been in the past
Gender doesnt
define a person as
much as it used to
Gender is more
been in the past
92
79
84
Gender is more
been in the past
85
Gender doesnt
define a person as
much as it used to
86
92
93
75
CHANGING GENDER ROLES (contd.)

CASE STUDY: HERO MOTOCORP, WHY SHOULD BOYS HAVE ALL THE FUN?
Many Indian Millennialsboth male and femalehave embraced gender equality. But most Indian families still believe
young women are better off at home after sunset, in part because of the assumption that theyre not safe. Hero MotoCorp
aimed to break down this notion with advertising for its female-targeted scooter brand Pleasure.
A TV commercial opens with a free-spirited, confident young woman about to take off on her bike at night when her
young male neighbor says her father wont be happy seeing her step out so late. She dismisses him and is soon joined
by friends on their bikes. The spot ends with her dancing at a party along with her father and the line, Why should
boys have all the fun? Hero MotoCorp taps into a relevant social issue that hampers women but without hurting the
sentiments of the older generation.
Image credits: Hero MotoCorp
76
RELATIONSHIPS, RELIGION AND SOCIETY
Image credit: adl21
77
EXTENDING
SINGLE CHARTS
YEARS
APPENDIX: THEIR
ADDITIONAL
FIGURE 6A:
Marriage Optional?
Brazil
Russia
India
China
79
Marriage should
be celebrated; its
still an important
societal institution
80
83%
83
90
76
72
Im in no rush to
get married
75%
73
77
My parents were
married by the time
they were my age
and expect me to
get married soon
51
76
67
63%
64
61
Im comfortable
with the idea
of not getting
married
66
58
46
58%
55
I feel my
biological clock
ticking, but Im
not ready to
settle down and
get hitched*
41
63
I think its
preferable to be
in a long-term,
committed
relationship
without being
married
56%
40
49
59
57
53
33
56%
38
Marriage is an
antiquated
institution
53
62
41%
27
44
36
35
65
47%
36
There are no
good men out
there to marry*
42
48
38%
30
54
37
53
29
42%
37
63
There is no real
difference between
being in a longterm, committed
relationship and
being married
Getting married
prevents people
from living the
life they want
to live
40
I would be
willing to pursue
parenthood
without a spouse
39
44%
35
There are no
good women out
there to marry**
47
38%
28
*Asked only of women

**Asked only of men
78
EXTENDING THEIR SINGLE YEARS (contd.)

While marriage is still valued among many young people in the BRIC markets, this cohort doesnt necessarily
see it as essential, especially in the near future. Almost 6 in 10 are comfortable with the idea of not getting married, and 56%
believe theres no real difference between a long-term, committed relationship and marriage. More than 4 in 10 are open to
pursuing parenthood without a spouse. And as many as three-quarters say theyre in no rush to tie the knot.
Millennial men across all markets are especially tepid on marriage. In some instances, theres a substantial gap in mindset
between the genders: For instance, 50% of the men surveyed believe a long-term, committed relationship is preferable to
marriage, compared with 38% of women. (See Appendix, Figures 6F-I.)
With many Millennials extending their single years, theres evidence of generational conflict63% of Millennials say theyre at an
age when their parents were already married, and theyre expected to get married soon. More than three-quarters of Russian
Millennials agreed with this statement.
Although Millennials arent making marriage a top priority, only a minority (4 in 10) believe marriage is an antiquated concept.
And 83% say it should be celebrated as an important social institution. This is especially true among Chinese Millennials (90%). In
India, marriage is big and fashionable, and most Millennials look forward to this hallmarkat the same time, however, a majority
say marriage is an antiquated institution and feel reluctant to give up their individual pursuits for new responsibilities (almost
two-thirds believe marriage prevents people from living the life they want to live).
79
FRIENDS
AS FAMILY
APPENDIX:
ADDITIONAL CHARTS
FIGURE 6B:
Relationships with friends

Brazil
Russia
India
China
76
My generation has a
closer relationship
with friends
than my parents
generation
47
82
67%
63
46
49
My friends are
my main support
system
70
With young people moving to cities and living

together on their own, and as nuclear families become less
close knit, friends are the new family. Many Millennials believe
they have a closer relationship with friends than their parents
generation (67% say as much), especially in Brazil and India.
Similarly, Brazilian and Indian youth are far more likely than
Russian and Chinese Millennials to say their friends have become
a surrogate family. Indian Millennials are the most likely to see
their friends as their main support system (70%, compared with
an overall average of 57%).
57%
59
64
32
My friends have
become a surrogate
family for me
65
46%
21
80
RELIGION
AND
YOUNG PEOPLE
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 6C:
Religion today
Brazil
Russia
India
China
67
56
79
I would say I am
more spiritual
than religious
77
77%
70
I believe in religion
but I do not
actively practice
71
83
47
63
48
78
I practice the
same religion
as my family
83
68%
51
I dont really
practice any
specific religion
66
52
73
53
82
67%
Religious ideologies
have done the
world more harm
than good
52
65
52%
36
57
57
I think religion has
lost its relevance
today
54%
52
45
I value religion for

its ability to build
community
62%
41
56
71
77
65%
Ive converted to a
different religion
14
37
31%
34
81
RELIGION AND YOUNG PEOPLE (contd.)

Of all the BRIC markets, Indian Millennials are the most religious. Religion remains a key part of the Indian
identity, helping to define who these young people are and dictating whom they will marry. While 7 in 10 claim they dont
actively practice a religion, most young Indians carry the same faith as their parents (83%, notably higher than the overall
average of 68%). Indians are also the most likely to value religion for its ability to build community (82% vs. an overall average
of 67%).
Conversely, Chinese Millennials are the most likely to say they dont really practice any specific religion (66% compared with
an overall average of 54%) and to identify as spiritual more than religious (83% vs. an overall average of 77%).
In Russia, where the government promotes and defends its ideas via the Russian Orthodox Church, Millennials mostly
demonstrate independent views.
82
RACE
RELATIONS
APPENDIX:
ADDITIONAL CHARTS
FIGURE 6D:
A raceless generation
Brazil
Russia
India
China
90
My generation is
accepting of people
from different
racial backgrounds
81
84
86
86%
64
I would date
outside my race
74%
69
90
77
88
I think race
matters much
less now than it
did in the past
74
88
82%
81
I would marry
outside my race
56
86
I wish I had more

friends who have
different racial
backgrounds
than me
74%
67
70
86
69
89
81%
78
91
I have friends who

have different
racial backgrounds
than me
55
81
72%
65
84
I view race
differently than
my parents
generation does
65
80
76%
76
83
RACE RELATIONS (contd.)

BRIC Millennials regard their generation as one thats accepting of racial differences, setting themselves apart
from their parents on this issue. For this cohort, race seems to matter significantly less than it did in the past.
Seven in 10 Millennials report having friends of different racial backgrounds, and a higher percentage (81%) say they wish they
had more racially diverse friends. Beyond friendship, three-quarters would date or marry outside their race. Millennials in Brazil,
the most racially mixed country in the BRIC group, are most open to interracial relationships.
In India, where caste is the chief social differentiator, social acceptance of inter-caste marriage is slowly rising.
84
LGBT
ISSUESADDITIONAL CHARTS
APPENDIX:
FIGURE 6E:
Lesbian, gay, bisexual and transgender issues

Brazil
Russia
India
China
91
People are
exploring their
sexuality more
than in the past
87
80
82
85%
44
I know people
who are openly
gay/lesbian
83
39
70
59
Being gay/lesbian
isnt really a
big deal anymore
63
62%
60
53%
48
58
Im comfortable
with the idea of
homosexuality
36
52%
50
59
64
I think same sex
couples have the
right to be married
32
54%
55
67
85
LGBT ISSUES (contd.)

When it comes to homosexuality, Brazilian Millennials are the most open and accepting: 70% feel that being
gay or lesbian isnt really a big deal anymore compared with the overall average of 62%. And while just over half of all BRIC
Millennials report feeling comfortable with the idea of homosexuality, 63% of Brazilians say they are comfortable with it.
Familiarity helps to breed comfort: Brazilians are much more likely to know openly gay or lesbian people: 82% compared with an
overall average of 53%.
When it comes to same-sex marriage, Millennials in Brazil (where gay marriage is legal) and China are most supportive. Indeed,
these cohorts are both twice as likely to support gay marriage as Russians, with only 32% of this cohort in favor of the idea. (For
more on the topic of homosexuality in Russia, see page 55.)
86
LGBT ISSUES (contd.)

CASE STUDY: FASTRACK, THE CLOSET
In our survey, slightly fewer than half of young Indians said they know people who are openly gay or lesbian. Most of
Indias gay community is too scared to come out of the closethomosexual intercourse was considered a criminal offense
as recently as 2009, and the subject itself is taboo in Indian society. But attitudes are changing, with more depictions of
homosexuality in both movies and media. Youth watches and accessories brand Fastrack urges its Millennial consumers to
come out of the closet with a suggestive commercial that shows a young woman emerging from one side of a hot pink
wardrobe, followed by a second woman exiting from the other door. The brand gives a push to this generation to stop
accepting societal shackles and display their individuality with pride.
Image credits: Fastrack
87
SOCIAL GOOD
Image credit: binabina
88
HEAL
THE WORLD
APPENDIX:
ADDITIONAL CHARTS
FIGURE 7A:
For the greater good

Brazil
Russia
India
China
90
Its important to
leave a legacy of
goodwill
90
82
88%
91
I feel its my
responsibility
to make the
world a better
place for future
generations
88
82
84
86%
89
My generation
tends to care more
about improving the
world than other
generations
People my age are

thinking less about
me and more
about what we
can do together to
address global issues
75
40
69%
80
83
58
50
68%
73
90
90
Theres a need
to balance out
inequalities around
the world
81
83
84%
84
89
HEAL THE WORLD (contd.)

Most BRIC Millennials believe they must leave a legacy of goodwill and help forge a better world for future
generations. They also acknowledge a need to address inequalities around the globe, with Brazilians most inclined to agree.
When it comes to collective action aimed at serving the greater good, close to 8 in 10 Millennials in Brazil, India and China
believe they care more about improving the world than other generations. And a majority in these three markets believe
their peers are focused less on themselves and more on what they can do together to address global issues; Chinese
respondents over-index here, with 9 in 10 believing this is true.
Russia is a notable exception, with these Millennials not nearly as inclined as others to see their generation as one thats
uniquely focused on collective ways to improve the world. Less dependent on the state and social programs than previous
generations, young Russians feel as though theyve been left in charge of taking care of all their own needs. As a result,
their paradigm is more me than we, a contrast with previous generations inspired by Soviet collectivist ideas.
90
DIY ACTIVISM
FIGURE 7B:
Civic activism
Brazil
Russia
India
China
92
We have the
communication tools
in our hands to make a
difference in the world
75
87
85%
86
79
My generation isnt
afraid to take up a
cause and do-itourselves if higher
powers fail to act
quickly/adequately
61
81
75%
78
77
Liking a cause on a
social network does
not count as taking
real action
43
68%
71
81
Todays young adults feel empowered to bring

about change. Eight in 10 Millennials in Brazil, India and
China say their generation isnt afraid to take up a cause and
do it ourselves if the establishment doesnt act quickly
or adequately. Empowered by technology, this cohort (and
especially young Brazilians) widely believes they have the
communication tools to make a difference. At the same
time, most young Brazilians, Indians and Chinese reject
slacktivism, believing that liking a cause doesnt equate
with real action.
Russians stand apart herethey are significantly less likely to
believe they can bring about dramatic change in their nation,
especially after recent opposition attempts.
In addition to technology, economic growth is helping to
drive awareness and action in these markets. One of our
Indian planners points out: This generation is the most
confident, opinionated, resourced with money, technology and
optimism, which drives them towards social activism. They
arent struggling like their parentsthey have the time and
resources, so they take up issues.
91
DIY ACTIVISM (contd.)

CASE STUDY: ONCE AGAIN, TAGGING DRIVE
Once Again, a Bangalore-based charity, sought to turn donating from a boring chore into a fun activity for a generation that
seeks to improve the lives of others. To encourage Indians to donate used goods, Facebook users could cull through friends
old photos and tag worn-out items as Once Again. The tags drove people to the charitys Facebook page, where they saw
a reminder that Someone, somewhere needs your old stuff more than you. This modern donation drive resulted in more
than 50,000 items handed over to Once Again.
Image credits: Once Again
92
SOCIAL MEDIA
Image credit: World Bank Photo Collection
93
BROADCASTING
THE CURATED
SELF
CHARTS
FIGURE 8A:
Social media and self-image

Brazil
Russia
India
China
74
Its important that
my social media
profile conveys a
certain image of me
44
80
66%
64
Because of social
networks, I have become
more self-aware of the
image I put out both
online and offline
Because any photo can be

automatically uploaded to
social networks, Ive become
more concerned about always
looking my best in case those
photo opportunities arise
63
33
76
60%
68
I have gone
somewhere or done
something based on
how cool it would
sound to my online
social network
If I post something
on Facebook and its
not shared, liked
or commented on,
I tend to feel bad
about myself
46
19
66
48%
59
41
20
58
43%
51
59
41
67
57%
62
Thanks to social media, many in this generation have developed a hyper-self-awareness, a sophisticated ability to craft a
public image and an unprecedented dependence on peer validation. In the BRIC markets, this trend is most evident in India,
followed by China and then Brazil. In Russia, only a minority of Millennials feel similarly affected by social media.
94
SOCIAL
MEDIA-DRIVEN
FOMO
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 8B:
Life in overdrive
Brazil
Russia
I get uneasy/
nervous when I
learn through social
media that some
of my friends or
peers are doing
something Im not
China
58
I am overwhelmed
by the amount
of information I
need to digest to
stay up to speed
Any fear of missing

out (on special
events, new
products, etc.)
I have has been
amplified by social
media
India
56
72
60%
53
48
21
69
48%
51
49
29
62
49%
56
45
I often squeeze
myself too thin for
fear of missing out
25
61
46%
53
95
SOCIAL MEDIA-DRIVEN FOMO (contd.)

Across markets and generations, social media is driving an uneasy and sometimes all-consuming fear of
missing out. Consumers fear that their peers are in the know about, doing or in possession of more or something better
than them. In the BRIC markets, Indian Millennials are again the most affected by this trend, followed by Chinese and then
Brazilian respondents. FOMO is far less prevalent among Russian Millennials.
75%
FEEL PEOPLE USE

SOCIAL MEDIA TO
BRAG ABOUT THEIR
LIVES
51%
SAY SITES LIKE

FACEBOOK BRING
OUT THE STALKER
IN THEM
96
SOCIAL MEDIA-DRIVEN FOMO (contd.)

CASE STUDY: FIAT, SOCIAL DRIVE
Brazilian Internet users are highly engaged with social networks, and almost 6 in 10 Brazilian Millennials in our sample
agreed they are overwhelmed by the amount of information they need to digest to stay up to speed. Last year, Fiat
added a feature to its Punto line that lets drivers safely check their networks while on the road. Social Drive syncs with
Bluetooth-enabled phones, with drivers able to use voice commands to hear text-to-speech updates on the friends theyre
most interested in keeping tabs on. In the first month that Social Drive was on the market, sales increased by 96% over the
previous month.
Image credits: Fiat
97
SHARE
NO MORE
APPENDIX:
ADDITIONAL CHARTS
FIGURE 8C:
Sharers remorse
Brazil
Russia
India
62
Its strange to be
able to see my
entire social history
in one place online
(e.g., Facebook
Timeline)
45
74
60%
56
China
The radical transparency that social media

helps to enable has driven some remorse and resistance
among the generation that has most enthusiastically
embraced the urge to share online. With Indian Millennials
the most caught up in social media among BRICs youth, they
are also the most apt to second-guess their relationship with
social media. Conversely, Russians are least caught up in
social media and are least apt to feel sharers remorse.
59
Sometimes I feel
like my life is overly
documented
42
60
53%
52
I hate that I can

never live down
embarrassing
moments in my life
because they seem to
live on forever online
53
37
64
50%
42
98
APPENDIX:
ADDITIONAL CHARTS
APPENDIX:
CHARTS
APPENDIX:ADDITIONAL
ADDITIONAL
CHARTS
FIGURE 6F:
Marriage Optional?
Percentage of Brazilian Millennials who agree
Male
Female
Marriage should be
celebrated; its still
an important societal
institution
79
79
78
Im in no rush
to get married
My parents were married

by the time they were my
age and expect me to get
married soon
Im comfortable
with the idea of not
getting married
I feel my biological
clock ticking, but Im
not ready to settle
down and get hitched*
There is no real difference
between being in a long-term,
committed relationship
and being married
74
54
Getting married
prevents people from
living the life they
want to live
52
35
I think its preferable

to be in a long-term,
without being married
59
49
40
I would be willing to
pursue parenthood
without a spouse
46
61
62
Marriage is an
antiquated institution
There are no good men

out there to marry*
55
65
There are no good women

out there to marry**
40
40
25
36
39
60

**Asked only of men
100
APPENDIX:
CHARTS
APPENDIX:ADDITIONAL
ADDITIONAL
CHARTS
FIGURE 6G:
Marriage Optional?
Percentage of Russian Millennials who agree
Male
Female
Marriage should be
institution
75
84
77
Im in no rush
to get married
67

married soon
72
Im comfortable
getting married
70
not ready to settle
and being married
80
63
Getting married
want to live
pursue parenthood
without a spouse
Marriage is an

out there to marry*
41

46
26
46
31
38
42
43
35
36
35
62
53

**Asked only of men
101
APPENDIX:
CHARTS
APPENDIX:ADDITIONAL
ADDITIONAL
CHARTS
FIGURE 6H:
Marriage Optional?
Percentage of Indian Millennials who agree
Male
Female
Marriage should be
institution
83
83
74
Im in no rush
to get married
72

married soon
64
70
58
Im comfortable
getting married
58
not ready to settle
and being married
63
Getting married
want to live
pursue parenthood
without a spouse
67
63
61
46
56
44
63
Marriage is an
60

out there to marry*
48

47
59
48

**Asked only of men
102
APPENDIX:
CHARTS
APPENDIX:ADDITIONAL
ADDITIONAL
CHARTS
FIGURE 6I:
Marriage Optional?
Percentage of Chinese Millennials who agree
Male
Female
Marriage should be
institution
90
91
79
Im in no rush
to get married
75

married soon
Im comfortable
getting married
73
57
41

and being married

pursue parenthood
without a spouse
Marriage is an
50
not ready to settle
Getting married
want to live
59
45
39
34
25
43
31
31
24

out there to marry*
30

28
55
51

**Asked only of men
103
THANK YOU
466 Lexington Avenue
New York, NY 10017
www.jwt.com | @JWT_Worldwide
www.jwtintelligence.com | @JWTIntelligence
www.anxietyindex.com | @AnxietyIndex
Cover Credits: 1. Andrey

Slepchenko 2. Bhaskar Thakur
3. iPandastudio 4. Andrey
Slepchenko 5. Juliana Maaz;
Luiza Madeira 6. bo1982
7. Bhaskar Thakur
3
4
MEET THE BRIC MILLENNIALS
CONTACT
Written by
Jessica Vaughn
Ann M. Mack
Editor
Marian Berelowitz
Director of trendspotting
Ann M. Mack
Trends strategist
Nicholas Ayala
Contributors

Robert Esnard
Jenny Lo
Juliana Maaz
Luiza Madeira
Andrey Slepchenko
Bhaskar Thakur
SONAR

Elizabeth Burns
Karen Montecuollo
Design
Peter Mullaney
212-210-7378
ann.mack@jwt.com
@annmmack
Jessica Vaughn
jessica.vaughn@jwt.com
@jess_vaughn
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MEET THE BRIC

WHAT WELL COVER

Brazil Millennial Profile

Meet the BRIC Millennials

Government, activism and national pride

Appendix: Additional Charts

Millennials around the world have felt the sting of

Accustomed to voicing their opinions on social media,

This generation sees many life choices (choosing what to

As the BRIC markets become more globalized, many

BRIC Millennials identify with cultures around the globe.

Life is getting more stressful for these Millennials, with 53%

TOPLINE FINDINGS (contd.)

While marriage is still valued among many young people

better shape for future generations, and a wide majority

in the BRIC markets, this cohort doesnt necessarily see

When it comes to homosexuality, Brazilian Millennials

Indian Millennials are the most engaged with social media,

WHO ARE THE BRIC MILLENNIALS?

MEDIAN AGE OF POPULATION,

*15-34-year-olds, as of October 2011

MEET THE BRIC MILLENNIALS

PERSONAL FINANCES AND

GOVERNMENT, ACTIVISM AND

TRADITION VS. MODERNIZATION

STRESS AND URBANIZATION

CHANGING GENDER ROLES

PERSONAL FINANCES AND EMPLOYMENT

Image credit: kenteegardin

Outlook on personal finances

BULLISH ABOUT PERSONAL FINANCES (contd.)

BULLISH ABOUT PERSONAL FINANCES (contd.)

Image credits: JWT

BULLISH ABOUT PERSONAL FINANCES (contd.)

Image credits: Ita; Contagious

BULLISH ABOUT PERSONAL FINANCES (contd.)

Spending wisely doesnt equate with penny-pinching for

What constitutes a good investment?

What constitutes a good investment?

INVESTING IN THE FUTURE (contd.)

ITS NOT FAIR

Despite long-term economic expansion in their markets, BRIC

ILL PAVE MY OWN WAY

While Millennials around the world feel theyve been dealt an

ILL PAVE MY OWN WAY (contd.)

Founder of Ingresse, a social platform for selling tickets

Founder of Easy Taxi, a mobile app similar to Uber

Founder of GetNinjas, an online platform that

A colorful and sometimes controversial character,

Founder and CEO of KupiVIP, a flash sale discount

Founder of Darberry, an online coupon company

WORKING FOR MORE THAN A PAYCHECK

Doing meaningful work

Hand in hand with their entrepreneurial mindset, Millennials

WHICH CAREERS OFFER THE MOST SOCIAL MOBILITY?

Greener pastures overseas

THE GRASS IS ALWAYS GREENER (contd.)

THE GRASS IS ALWAYS GREENER (contd.)

Image credits: Tencent QQ

GOVERNMENT, ACTIVISM AND NATIONAL PRIDE

Image credit: Semilla Luz

*Note: Not asked in China