The

Truth
about...
YOUTH
1
| The Truth About Youth | McCann Worldgroup | May 2011

The Truth
About Youth
What motivates young people around the world today? Money? Fame? Justice?
What makes them different from every generation that has come before?

We asked 7000 young people around the world and harnessed the collective genius of
1G'ERR;SVPHKVSYTXSRHSYX-RE[SVPHE[EWL[MXLMRJSVQEXMSRERHQMWMRJSVQEXMSR[I
JSYRHWSQI8698,7

Quantitative research conducted in US, UK, China, India, Spain, Mexico

and Brazil.

Qualitative research conducted in US, UK, China, India, Spain, Mexico,

Brazil, Singapore, Malaysia, Chile, South Africa, Italy, Germany, Korea, Japan,
Australia and Philippines.

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| The Truth About Youth | McCann Worldgroup | May 2011

Exploring
motivations
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RIIHXSHMKMRXS[LEXVIEPP]QSXMZEXIWXLIQ;IZIMHIRXMIHERHGPEWWMIHLYQER
QSXMZEXMSRWXLEXVERKIJVSQXLIQSVISYXIVHMVIGXIHPMOI198-2=ERH796+) XSXLI
QSVIMRRIVHMVIGXIHPMOI'3'332ERH&)'31-2+ 8LIWIQSXMZEXMSRWTVSZMHIE
TS[IVJYPJVEQI[SVOJSVFVERHWXLEX[MWLXSGSRRIGX[MXLTISTPI=SYXL[IVIEWOIHXS
VEXIEWIVMIWSJZEPYIWXEXIQIRXW[LMGLEPPS[IHYWXSEWGIVXEMRXLIMRHMZMHYEPMQTSVXERGI
SJIEGLQSXMZEXMSR

Contact
The need for emotional

Order
ERHTL]WMGEPGPSWIRIWW

Justice Flight
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The need to release 8LIRIIHXS KSVMWI
The need for so PMW I GE XI
cia TVIWWYVIERHRH VEXMSRE
TI VWSREPNYWXMGI l or
XS tranquillity / peace / quiet in a
[LEXWV MKLXXSF HS
I JEWXTEGIH[SVPH
EREG XMZMWX 

Muscle
Commune Surge The need to exe rt

8LIRIIHJSVGSRRIGXMS
R
Journeying The need for visceral
TS[IVSVI\IVXGSRXV
SP

I\GMXIQIRXERHVE[VYWL
relationships and 8LIRIIHJS
GSQQYRMX] I\ TI VMQIRXE VI\TPSVEXMSR
XMSRERHHMWG
SZIV ]

Gauntlet
Authenticity
The need to see Mutiny Membership The need to compete
ERH[MRXSGLEPPIRKI
]SYV WIPJXSTV SZI]SYV
XLMRKWEWXLI]EVI The need to be in-the- GETEFMPMXMIW
The need to rebel
and push against the ORS[ERMRWMHIVSVTEVX
WXEXYWUYS SJXLIGVS[H

Becoming Assurance
The need for personal Props Cocoon The need to avoid mistakes
HIZIPSTQIRXKVIEXIV ERHTVIZIRXXVSYFPI
independence an The need for personal The need for
VIGSKRMXMSREXXIRXMSR safety and a feeling
ERHEHQMVEXMSR SJWIGYVMX]

3
| The Truth About Youth | McCann Worldgroup | May 2011

Global citizens
;IZIWIIRXLIIQIVKIRGISJEKIRIVEXMSR[MXLJYRHEQIRXEPGSQQSREPMXMIWXLEX
XVERWGIRHFSVHIVW8LIWEQIXLVIIQSXMZEXMSRWEVIVEROIHLMKLP]MRIZIV]GSYRXV]

Commune
XLIRIIHJSVGS
RRIG XMSR Justice
HGSQQYRMX ]
VIPEXMSRWLMTWER the need fo
r social or
TIV WSREPNY
W XMGIXSHS
V MKLXXSFI [LEXW
EREG XMZMW X

Autheen ticity
d to see
the ne
]EVI
XLMRKWEWXLI

8IGLRSPSK]SJGSYVWIMWXLIKVIEXKPSFEPYRMIVMXMWXLIKPYIXLEXFMRHWXLMWKIRIVEXMSR
XSKIXLIVERHJYIPWXLIXLVIIQSXMZEXMSRWEFSZI'SQTEVIHMRXLITEWXXSERI\XVE
PMQFJSV]SYRKTISTPI[IFIPMIZIXIGLRSPSK]LEWFIGSQIIZIRQSVIJYRHEQIRXEP

4
| The Truth About Youth | McCann Worldgroup | May 2011

1. Technology
as a fifth sense
+MZIREPMWXSJXLMRKWMRGPYHMRKGSWQIXMGWXLIMVGEVXLIMVTEWWTSVXXLIMVTLSRIERHXLIMV
WIRWISJWQIPP ERHXSPHXLI]GSYPHSRP]WEZIX[S SJXLSWIEKIHERH SJ
those aged 23-30 would give up their own sense of smell if it meant they could keep an
MXIQSJXIGLRSPSK]QSWXSJXIRXLIMVTLSRISVPETXST ;IEPPORS[LS[MQTSVXERX
XIGLRSPSK]MWXS]SYRKTISTPIFYXE[MPPMRKRIWWXSWEGVMGISRISJXLIMVLYQERWIRWIW
XSOIITMXWLS[WNYWXLS[MRXVMRWMGMXLEWFIGSQI

4IVLETWMXWRSXEPPXLEXWYVTVMWMRK[LIR]SYGSRWMHIVXLEXXIGLRSPSK]VITVIWIRXWEPPXLI
JVMIRHW]SYGSYPHIZIV[ERXEPPXLIORS[PIHKI]SY[MPPIZIVRIIHERHEPPXLIIRXIVXEMRQIRX
]SYGSYPHHIWMVI*SV]SYRKTISTPIXIGLRSPSK]MWQSVIXLEREYWIJYP
XSSPSVERIREFPIV-XMWXVYP]XLIMVJXLWIRWI

Youth see technology as Plah-Doh something they use in an utterly malleable and
MRWXMRGXMZI[E]3PHIVKIRIVEXMSRWWXEVX[MXL[LEX[MPPXLMWFS\EPPS[QIXSHS#;LIVIEW
XLMWKIRIVEXMSRWXEVXW[MXL[LEXHS-[ERXXSHS#;LIVIGERQ]MQEKMREXMSRXEOIQI#
8IGLRSPSK]IREFPIW]SYRKTISTPIXSWIRWIXLI[SVPHERHQEOIWIRWISJXLI[SVPH-XMWXLMW
deep relationship with technology that is shaping their attitudes towards community and
XVYXLERHEPPS[MRKXLIQXSVIMQEKMRINYWXMGIJSVERI[IVE

5
| The Truth About Youth | McCann Worldgroup | May 2011

2. The Social
Economy
'31192)XLIRIIHJSVGSRRIGXMSRERHGSQQYRMX] [EWVEXIHEWXLIQSWX
JYRHEQIRXEPQSXMZEXMSRF]]SYRKTISTPI+PSFEPP]SZIV EKVIIERH WXVSRKP]
EKVII[MXLWXEXIQIRXWVIPEXIHXSXLI'31192)QSXMZEXMSR

;LIREWOIHXSHVE[ETMGXYVIXSWYQYTXLIMVQSXMZEXMSRWE]SYRKTIVWSRMR1I\MGS
HVI[XLI-RRMX]W]QFSPWXEXMRKXLEXMXVITVIWIRXIHYRPMQMXIHTSWWMFMPMXMIWERHMRRMXI
GSRRIGXMSRWXLVSYKLEPPI\TIVMIRGIWERHTISTPI=SYRKTISTPIMR7SYXL%JVMGE
WTSOISJXLIWTMVMXSJ9FYRXYEWIRWISJGSQQYRMX] ERHLS[XLIXVYITS[IVSJ
XSKIXLIVRIWWLEWREPP]FIIRYRPIEWLIHF]WSGMEPRIX[SVOMRKXIGLRSPSK]

-J[I[ERXXSXVYP]KVEWTXLITS[IVSJGSRRIGXMSRJSVXLMWKIRIVEXMSR[IGERPSSO
EXLS[XLI][ERXXSFIVIQIQFIVIH-XMWRSXJSVXLIMVFIEYX]XLIMVTS[IVSVXLIMV
MRYIRGIFYXWMQTP]JSVXLIUYEPMX]SJXLIMVLYQERVIPEXMSRWLMTWERHXLIMVEFMPMX]XS
PSSOEJXIVXLSWIEVSYRHXLIQ

30% How would you most like to be remembered? A. As a person who was loved by many people
B. As a person who looked after their friends and family
C. As a person who changed the world in a positive way
25% D. As a person who made everyone laugh
E. As a very generous person
F.%WEZIV]MRYIRXMEPTIVWSR
20% G. As a very powerful person
H. As a very beautiful or attractive person

15%

10%

5%

0%
A B C D E F G H

| The Truth About Youth | McCann Worldgroup | May 2011

Experience Economy
versus Social Economy
8LIXIVQ)\TIVMIRGI)GSRSQ][EWVWXGSMRIHMRE,EVZEVH&YWMRIWW6IZMI[EVXMGPI
F].EQIW+MPQSVIERH.SWITL4MRI8LIXLISV]KSIWXLEXMRIGSRSQMIWSJQEWWEJYIRGI
TISTPIFIGSQIQSVIERHQSVIMRXIVIWXIHMRTE]MRKXSHSXLMRKWVEXLIVXLERTE]MRKXSS[R
XLMRKW3YVVIWIEVGLMRHMGEXIWXLEXSYVIGSRSQ]MWQSZMRKMRXSERI[TLEWI[LIVIF]]SYRK
TISTPIWIIOXSHIRIXLIQWIPZIWRSXSRP]F][LEXXLI]S[RSV[LEXXLI]HSFYXTVMQEVMP]
F]XLIMVEFMPMX]XSGSRRIGXXSWLEVIERHXSFVSEHGEWX8LIXIVQ7SGMEP)GSRSQ]LIPTWYWXS
capture not only the thing which consumers are placing more and more emphasis on when
MXGSQIWXSWIPJHIRMXMSRFYXEPWSERMRWMKLXMRXSLEVHIGSRSQMGZEPYI7QEVXRI[FYWMRIWW
ZIRXYVIWPMOI+VSYTSREVII\TPSMXMRKXLIRI[7SGMEP)GSRSQ]
XSKVIEXIJJIGX

8LIIQIVKIRGISJXLI7SGMEP)GSRSQ]HSIWRXMQTP]XLEXXLI1EXIVMEPSV)\TIVMIRGI
)GSRSQMIWLEZIKSRIE[E]VEXLIVXLEXXLIWI)GSRSQMIWWLSYPHRS[FIZMI[IHXLVSYKL
XLIPIRWSJXLI7SGMEP)GSRSQ]

The influence of friends

%WER]]SYRKTIVWSR[MXLEGGIWWXSWSGMEPQIHME[MPPXIPP]SYXLIMVJVMIRHWEVIMRGVIEWMRKP]
IZIVTVIWIRX%]SYRKTIVWSRMR7SYXL%JVMGEVIPEXIHLS[LMWQSXLIVEWOIHLMQETIVJIGXP]
FIRMKRFYXXSLMQWIIQMRKP]VMHMGYPSYW UYIWXMSR,EZI]SYWTSOIRXS]SYVJVMIRHW
XSHE]#,MWVIWTSRWI[EWPMOIHYL

-RXIVIWXMRKP]MR'LMREERH-RHMEX[SXLMVHWSJ]SYRKTISTPIEHQMXXLEXXLIMVJVMIRHWLEZI
QSVIMRYIRGISZIVXLIMVHIGMWMSRWXLERXLIMVJEQMP]HSIWLMKLIVXLEREPPSXLIVGSYRXVMIWMR
XLIWXYH] -XMWMRXLIWIHIZIPSTMRKQEVOIXW[LIVI]SYRKTISTPIXVYP]EXXLIZERKYEVHSJ
XIGLRSPSKMGEPGLERKIEVIQSWXHMJJIVIRXJVSQXLIMVTEVIRXW

From belonging to
connecting; redefining
friendship in the Social
Economy
%GGSVHMRKXS]SYRKTISTPIXLI[SVPHSZIVEXVYIJVMIRH[MPPEP[E]WFIHIRIHMRXLIWEQI
[E][LIXLIVMXWXLITIVWSR[LSFEGOW]SYYTMREKLXXLITIVWSR[LSPMOIWXLIWEQI
QYWMGEW]SYSVXLITIVWSR]SYGERXVYP]FI]SYVWIPJ[MXLXLIXLMRKWXLEXQEOIEJVMIRHE
XVYIJVMIRHHSRXGLERKI&YXEXEFVSEHIVPIZIPXLIHIRMXMSRSJJVMIRHWLMTJSV]SYRKTISTPI
MWFIMRKWXVIXGLIHWIKQIRXIHERHVIMRZIRXIH

7
| The Truth About Youth | McCann Worldgroup | May 2011

3RGIYTSREXMQIXIIREKIVWLEHEWQEPPKVSYTSJJVMIRHWX]TMGEPP]TISTPI ERH

XLIWI[IVISJXIRTISTPIQIXXLVSYKLWGLSSP;MXLMRXLMWKVSYT]SYRKTISTPIGSYPH
I\TVIWWXLIMVMRHMZMHYEPMX]FYXMX[EWZMXEPXLEXXLI]FIPSRKIHXSXLIKVSYT,S[IZIV
RS[EHE]WXLMRKWEVIQSVIGSQTPI\9WMRKWSGMEPQIHMEEX]TMGEPXIIREKIVMWPMOIP]XSQEREKI
ERHQEMRXEMRQYPXMTPIMRXIVWIGXMRKKVSYTWSJJVMIRHW-RXLMWWIRWIGSRRIGXMRKXSEFVSEHIV
RIX[SVOSJJVMIRHWLEWVITPEGIHXLIWMRKYPEVRIIHXSFIPSRKXSEXMKLXORMXKVSYTSJJVMIRHW

The friends arms race

-RXLMWRI[[SVPHSJMRRMXIGSRRIGXMSRWSRIWUYERXMX]SJJVMIRHWFIGSQIWERMQTSVXERX
MRHMGEXSV-R-RHME[IWIIEZMVXYEPEVQWVEGIEQSRKWX]SYRKTISTPILSTMRKXSEGGYQYPEXI
QSVIJVMIRHWXLERER]SRIIPWI-RSXLIVQEVOIXWPMOIXLI9/LEZMRKXSSQER]JVMIRHWGERFI
WIIREWEREGXSJHIWTIVEXMSRERHRIX[SVOWEVIEGXMZIP]GYPPIH8LIHS[RWMHIXSEQEWWMRK
WSQER]JVMIRHWMWXLEX]SYVIFSYRHXSTMGOYTEVEGOSJJEOIWEPSRKXLI[E]8LMWMWXVYP]
EKPSFEPTLIRSQIRSRORS[REWWXVERKIVJVMIRHWMR-RHMEHMWTSWEFPIJVMIRHWMR7MRKETSVI
SFPMKEXMSRJVMIRHWMR%YWXVEPMEERHVIG]GPEFPIJVMIRHWMR'LMPI

8LIWIRSRJVMIRHWEVIQEMRXEMRIHJSVERYQFIVSJVIEWSRW

To make you look more popular

8SWT]SRMI]SYHSRXVIKEVHXLIQEWEVIEPJVMIRHFYX]SYPMOIXSGLIGOYTSR 
XLIQIZIV]RS[ERHEKEMRXSGSQTEVIXLIMVPMJIXS]SYVW 
8SWLS[SJJXSMI]SYQMKLXRSX[ERXXSLERKSYX[MXLXLIQFYXXLI]WXMPPTVSZMHI 
EREYHMIRGI 
&IGEYWIWXVEXIKMGEPP]WTIEOMRK]SYQMKLXRIIHXLIQMRXLIJYXYVI]SYHSRXRIIH 
 XLIQRS[FYXEXWSQITSMRX]SYQMKLX[ERXXSFSPWXIVRYQFIVWEXELSYWITEVX]SV 
RIIHXLIQXSVIGSQQIRH]SYJSVXLINSF]SY[ERX

3JGSYVWIXLIHS[RWMHIXSQEMRXEMRMRKERHQEREKMRKWYGLEPEVKIRIX[SVOSJWSGEPPIH
JVMIRHWMWXLEXWSQIXMQIWMXFIGSQIWLEVHIVXSKYVISYX[LS]SYVVIEPJVMIRHWEVI

Your audience awaits

3RGI]SYZIEQEWWIH]SYVEYHMIRGIXLIGLEPPIRKIMWXSOIITXLIQGSRXMRYSYWP]
MRXIVIWXIHMRERHIRXIVXEMRIHF]]SYVPMJI)ZIRKSMRKSREWLSVXYRHIVKVSYRHXVEMR
journey can cause anxiety because this is like being without one of your senses for
EWLSVXTIVMSH=SYXLJIEVQMWWMRKSYXSVSYXSJGMVGYPEXMSREWMX[EWVIJIVVIHXS
MR1EPE]WME FIGEYWIXLI][SVV]XLEXPEGOSJTVIWIRGIIZIRXIQTSVEVMP]GERMQTEGX
XLIMVWSGMEPWXEXYW8LIRIIHJSVETTVSZEPMWXERKMFPIEWEXIIREKIVMR9/WEMH
;LIR]SYZITYXEWXEXYWYTXLEX]SYZITYXEPSXSJIJJSVXMRXS]SY[ERXWSQISRI
XSGSQQIRXSRMX;LIR]SYWIIRSGSQQIRXW]SYVIPMOI(EQR=SYRKTISTPI
HIWGVMFIWMXXMRKMRJVSRXSJXLIPETXSTGSRXMRYSYWP]LMXXMRKVIJVIWL[EMXMRKJSV
WSQISRIWSQI[LIVIXSLMXPMOI


| The Truth About Youth | McCann Worldgroup | May 2011

Pics or it didnt happen

-RXLI7SGMEP)GSRSQ]MXWRSXKSSHIRSYKLXSWMQTP]HSWSQIXLMRK]SYLEZIXSXIPP
TISTPIEFSYXMXFIJSVIMXFIGSQIWVIEP-RSXLIV[SVHWTMGWSVMXHMHRXLETTIR8LIFIWX
possible result in social media for young people is when someone else uploads a photograph
SJ]SYPSSOMRKGSSPERHXLIRXEKW]SY-RXLMWWGIREVMS]SYKIXEPPXLIGVIHMX[MXLSYXPSSOMRK
SZIVP]ZEMRSVJYPPSJ]SYVWIPJ

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

-RQER][E]WXLMWMWEKIRIVEXMSR[LSHIRIXLIQWIPZIWZMEXLIMVGVIEXMZMX]%JXIVEPPXLI]
EVIXLIVWXKIRIVEXMSRMRLMWXSV]XLEXLEHQEWWHIQSGVEXMGEGGIWWXSXLIXSSPWSJGVIEXMZMX]
HMKMXEPGEQIVEWGLIETIHMXMRKWSJX[EVIHIWMKRTVSKVEQWERHFPSKKMRKTPEXJSVQW8LIMTWMHI
to mass self-expression and connectivity is the ability to continuously measure your own life
EGLMIZIQIRXWEKEMRWXXLSWI[MXLMR]SYVRIX[SVO2IZIVFIJSVILEZI]SYRKTISTPIJSYRH
MXIEWMIVXSFIRGLQEVOXLIMVWYGGIWWIWSVPEGOSJ %WXLI7SGMEP)GSRSQ]MRGVIEWIWMXW
VIEGLGSYPH[IRHERIRXMVIKIRIVEXMSRMQTEGXIHF]WSGMEPWXEXYWER\MIX]#


| The Truth About Youth | McCann Worldgroup | May 2011

Being socially useful

3JGSYVWIXLIVIEVIQER]FVERHWXLEXEMQXSXLVMZIMRXLI7SGMEP)GSRSQ]

The most successful brands have a deep understanding of what being social means to young
TISTPI7SGMEPP]YWIJYPFVERHW[MPPLIPT]SYRKTISTPIXS

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

8LIVIWFIIREVYWLEQSRKWXFVERHWXSTSTYPEXIWSGMEPWTEGIWERHGSRRIGX[MXLXLI]SYRK
TISTPI[LSPMZIXLIMVPMZIWXLIVI&YXXLIVIWEHERKIVSJFVERHWJIIPMRKPMOINYWXERSXLIVJEOI
JVMIRH-RSVHIVXSEGLMIZIEQSVIEYXLIRXMGVSPIMXWLIPTJYPJSVFVERHWXSYRHIVWXERH[LEX
]SYRKTISTPIZEPYIMRXLIMV6)%0JVMIRHW

45%

40%

35% Which of these values do you seek in a best friend?

30%

25%

20%

15%
Approachable
Open Minded

10%
Adventurous

Spontaneous
Affectionate

Charismatic

Motivated
Generous

Energetic
Outgoing

9RWIPWL
Talkative
Credible
Genuine

Sociable
Truthful

Humble

Helpful
Mature

Unique

5%

0%

10
| The Truth About Youth | McCann Worldgroup | May 2011

8LIXSTZIZEPYIW]SYRKTISTPIWIIOMRXLIMVJVMIRHWTVSZMHIERMRXIVIWXMRKFPYITVMRXJSV
LS[EFVERHWLSYPHFILEZIMREWSGMEPGSRXI\XMIWSGMEPQIHME

5). HUMBLE 3RISJXLI[SVWXQMWXEOIWEFVERHGERQEOIMWXSSZIVTPE]MXWMQTSVXERGI

MRXLIPMZIWSJ]SYRKTISTPI=SYRKTISTPIPSZIFVERHWMJXLI]EVIYWIJYPXMQIP]ERH 
EPPS[XLIQXSI\TVIWWWSQIIPIQIRXSJXLIMVTIVWSREPMX]]SYRKTISTPIXMVIUYMGOP] 
of brands which clutter up their feeds with useless and inane information

4). MATURE =SYRKTISTPIPSZILEZMRKSPHIVJVMIRHWXLEXXLI]GERPSSOYTXS7MQMPEVP]

they value brands that are worthy of their respect and demonstrate a compelling and
GSRWMWXIRXTSMRXSJZMI[

3). SOCIABLE &IMRKWSGMEFPIMWEFSYXFIMRKTVIWIRXEXXLIVMKLXXMQIERHMRXLIVMKLX 

[E]*VMIRHW]SYPSZIXSWSGMEPM^I[MXLWLEVIGSSPXLMRKW[MXL]SYLEZIEHMEPSKYI[MXL
]SYERHLEZIEWX]PIXLEXWYMXWXLIMVTIVWSREPMX]

2) GENUINE &IMRKKIRYMRIMWEFSYXFIMRK[SVXL]SJXVYWX-RZMXMRKEFVERHMRXS]SYV 

TIVWSREPWTEGIVIUYMVIWXVYWXERHFVERHWWLSYPHFIQMRHJYPSJRSXEFYWMRKXLMWXVYWX

1). TRUTHFUL 8VYXLJYPRIWWMWQSVIXLERX[MGIEWMQTSVXERXEWMXWRIEVIWXGSQTIXMXSV

8LMWMWXLIGPIEV[MRRIVMRXIVQWSJZEPYIWXLEX]SYRKTISTPIWIIOMRXLIMVJVMIRHW

8LMWHIWMVIJSVXVYXLJYPJVMIRHWQEVVMIWYT[MXLXLIHIWMVIJSV%98,)28-'-8=SRISJXLI
LMKLIWXWGSVMRKQSXMZEXMSRWEXEKPSFEPPIZIPQIIXXLI8VYXL,YRXIVW

Im actually friends with TopShop,

but I want to get rid of it as it does
my head in. I did it a few years ago
and they constantly send you
messages and come up
on your homepage
UK

11
| The Truth About Youth | McCann Worldgroup | May 2011

3. The Truth Hunters

+PSFEPP]XLIFVERHXLEX]SYRKTISTPIWE]XLI]QSWX[ERXXSLERKSYX[MXLEW[IPPEWXLI
FVERHXLI]QSWXEHQMVIMW+SSKPI+SSKPIMWTEVXSJXLIJEFVMGERHMRJVEWXVYGXYVISJXLIMV
PMZIWERHMWWIIREWXLIVSYXIXSORS[PIHKIXSORS[LS[XSTVSFPIQWSPZMRKERHYPXMQEXIP]
XLI]FIPMIZI XSXVYXL

Why is the truth so

very important to this
generation?
8VYXLMWQSVIVEVIERHXLIVIJSVIQSVIZEPYIHMRE[SVPHSJJEOIJVMIRHWERHGYVEXIH
MHIRXMXMIW1SVISZIVXLIHIQSGVEG]SJXLI-RXIVRIXLEWFVSYKLX[MXLMXEWIESJMRJSVQEXMSR
STMRMSRXEPIRXERHJEGXW-RXLIGEGSTLSR]SJRSMWIMXWXVMGOMIVXSEWGIVXEMR[LSQ]SY
WLSYPHPMWXIRXSERH[LSQ]SYWLSYPHHVS[RSYX8LI]SYRKTISTPI[IQIXMR'LMPI
TPEGIHEPSXSJIQTLEWMWSREYXLIRXMGMX]EWEQSXMZEXMSRFIGEYWIMRXLIMVZMI[RSXLMRKMW
SVMKMREPER]QSVIIZIV]XLMRKRS[EHE]WMWEGST]SJEGST]SJEGST]

Idols come down to earth

*SV]SYRKTISTPIXSHE]XLIMVMHSPWEVIQSVIVIEPERHEGGIWWMFPIXLERIZIV8[MXXIVERH
WSGMEPRIX[SVOMRKWMXIWLEZIFVSYKLXXLISRGIYRXSYGLEFPIGIPIFVMXMIWVQP]HS[RXSIEVXL
EWXLIWIXSSPWTVSZMHIEGGIWWXSXLIMRXMQEGMIWSJMHSPWIZIV]HE]PMZIW

When I grow up I want to

benot famous
-J[IKMZI]SYRKTISTPIXLVII[MWLIWJSVXLIMVJYXYVI[IWIIXLEXXLIMVEWTMVEXMSRWEVI
EGXYEPP]TVIXX]KVSYRHIH;LMPWXQER][SYPHEWWYQIXLEX]SYRKTISTPIXLIWIHE]WEVIE
KIRIVEXMSRSJEXXIRXMSRWIIOMRKJEQISFWIWWMZIWSRP] KPSFEPP][IVIMRXIVIWXIHMR
FIMRKJEQSYW8LIMVXST[MWLIWJSVXLIMVJYXYVIW[IVIXSQEMRXEMRKSSHLIEPXL FI
WYGGIWWJYPMRXLIMVGLSWIRGEVIIV QIIXXLIMVWSYPQEXI ERHPSSOEJXIVXLIMV
JEQMP] 

=SYRKTISTPIMRXLI97[IVIQSWXMRXIVIWXIHMRRHMRKPSZI ZIVWYW KPSFEP

EZIVEKI ERH]SYRKTISTPIMR1I\MGSEVIQSWXMRXIVIWXIHMRWXEVXMRKXLIMVS[R
FYWMRIWWIW ZIVWYW 

12
| The Truth About Youth | McCann Worldgroup | May 2011

45%
Please choose three wishes from the list below
40%

35%

30%

25%

20%

15%

10%

5%

0%
To always be healthy

To be rich

To make the world a

To have children /
To be successful in my career

To meet my mate/ stay with

my current partner forever

To travel the world

To start my own business

have more children

To have a great sex life

To be famous
To look after my family

better place for others

To have lots of friends

To be more successful
than my parents

To be beautiful
In India, however, we see
a different attitude to fame
,IVI]SYRKTISTPIEVIPMZMRKXLIMVPMZIWMRGSRWXERXEYHMXMSRQSHIFIGEYWIXLI]FIPMIZIJEQIMW
NYWXEVSYRHXLIGSVRIV=SYXLVIEPMX]WLS[WLEZIWXEVXIHTPE]MRKEQENSVVSPIMRGVIEXMRK]SYXL
PMRKS
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But even in the

ultimate celebrity cultures McC
ann

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13
 | The Truth About Youth | McCann Worldgroup | May 2011

Brands of substance
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]SYRKMRXIVZMI[IIWMR.ETERHIWGVMFIHLS[XLI]WOITXMGEPP]I\EQMRIEGSQTER]WWSGMEP
activity for any signs of ulterior motives and then decide according to real actions and
IZMHIRGIVEXLIVXLERETVSNIGXIH MQEKI

This is a generation who pride themselves on their ability to distinguish right from
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What corporate people want

to do good? They dont really
care. They are only doing it
to make them look good. Its
disgusting
Singapore

14
2011
A year of Social Justice
| The Truth About Youth | McCann Worldgroup | May 2011

4. Justice
Re-Imagined
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whats right
2011: A year of justice for society
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country around the world we see people joining groups and registering their discontent
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| The Truth About Youth | McCann Worldgroup | May 2011

Re-imagining
personal justice
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Older generations Younger generation

see as wrong. see as right
Downloading isnt stealing. theyll download
Stealing is taking anything you GSRXIRXMPPIKEPP]FYXRHSXLIVW[E]WSJ
havent earned supporting artists they like

Its not where you take things from

Using someone elses its where you take things to
idea is plagiarism (Jim Jarmusch) - welcome to a world of
rehashing, remashing, remixing.

Acting before you think Ask for forgiveness not permission

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

Staring at a screen Looking away from a screen

in company is rude is rude to your friends

Not working at work Work can be disrupted by play

is a disciplinary issue and play can be disrupted by work

17
| The Truth About Youth | McCann Worldgroup | May 2011

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What is a justice brand?

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top ten demonstrates the importance of optimism and the spirit of carpe diem for
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 Summary

1. 2.
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Technology
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2.
as a
Technology Social
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as a Sense Economy
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3. 4.
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with the truth when they exist in a world of curated
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and they are seeking substance from brands and
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level young people believe they have a strong notion
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this is increasingly informed by the values of the
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transform everything around us from the laws that
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| The Truth About Youth | McCann Worldgroup | May 2011

Brought to
you by the
collective
genius of
McCann
Worldgroup 20