Professional Documents
Culture Documents
MILLENNIALS
September 2013
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.
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.
RUSSIA
INDIA
CHINA
TOTAL POPULATION
201 million
142.5 million
1.2 billion
1.3 billion
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.
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%
EMPLOYED
FULL-TIME
48%
GOOGLE+
10%
FREELANCE/
SELFEMPLOYED
61%
YOUTUBE
39%
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%
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%
EMPLOYED
FULL-TIME
44%
YOUTUBE
8%
FREELANCE/
SELFEMPLOYED
54%
GOOGLE+
42%
ORKUT
37%
37%
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
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
13
BULLISH
ABOUT
PERSONALCHARTS
FINANCES
APPENDIX:
ADDITIONAL
FIGURE 1A:
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
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
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.
16
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.
17
18
MONEY MATTERS
FIGURE 1B:
Money-mindedness
Percentage of BRIC Millennials who agree
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%
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:
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.):
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
22
Uncertain employment
Percentage of BRIC Millennials who agree
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
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
Generation Go
Percentage of BRIC Millennials who agree
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%
68
72
62
75
71%
74
24
GABRIEL BENARROS, 24
TALLIS GOMES, 26
EDUARDO LHOTELLIER, 28
PAVEL DUROV, 28
OSKAR HARTMANN, 30
ELENA MASOLOVA, 29
25
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%
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.
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:
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
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
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.
30
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
32
31%
OF BRAZILIAN,
RUSSIAN AND INDIAN
MILLENNIALS TRUST
THEIR POLITICAL
LEADERS
33
FIGURE 2B:
Russia
India
91
83%
78
82
91
75
79
81%
34
35
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.
36
Russia
India
China
79
My country
must improve
nationally
in order to
become a world
leader
87
88
87%
92
92
70
87
84%
89
83
My country can
effect change in
the world
75
84
82%
88
37
BRIC
NATIONAL
PRIDE
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 2D:
National pride
Percentage of BRIC Millennials who agree
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
86%
87
89
69
87
80%
76
38
39
ILL
NEVER ADDITIONAL
BE LIKE MY PARENTS
APPENDIX:
CHARTS
FIGURE 3A:
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
41
NO
NOSTALGIA
FOR BRAZILIANS
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 3B:
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
Choosing
whom to
marry
Choosing
your social
circle
Choosing
when to get
married
Choosing
your
profession
42
NOSTALGIA
A LESS COMPLICATED
APPENDIX:FOR
ADDITIONAL
CHARTS LIFE
FIGURE 3C:
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:
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:
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
46
TRADITIONS
ENDURE FOR MOST
APPENDIX: ADDITIONAL
CHARTS
FIGURE 3F:
Holding on to tradition
Percentage of BRIC Millennials who agree
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
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
48
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.
49
TRADITIONS
WORTH SAVING
APPENDIX: ADDITIONAL
CHARTS
FIGURE 3G:
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
51
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.
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
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
55
LIVING
IN ANADDITIONAL
INTERCONNECTED
WORLD
APPENDIX:
CHARTS
FIGURE 3I:
Benefits of globalization
Percentage of BRIC Millennials who agree
Brazil
Russia
India
China
64
65
77
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
41
64
58%
52%
51
56
38
68
59%
74
56
57
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
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
61
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.
62
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.
63
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.
64
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.
65
THE
DOUBLE-EDGED
SWORD
OF THE CITY
APPENDIX:
ADDITIONAL
CHARTS
FIGURE 4B:
FIGURE 4C:
Brazil
Russia
India
China
Brazil
Russia
India
88
91
Life in cities
offers much
more opportunity
88
73
90%
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
67
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.
68
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.
69
70
GENDER
EQUALITY
WITHINCHARTS
REACH
APPENDIX:
ADDITIONAL
FIGURE 5A:
FIGURE 5B:
Male
Female
Male
87
86
84
97
93
94
My significant other
and I split household
chores evenly
65
89
89
77
72
90
92
84
87
72
82
71
Female
85
88
87
82
80
69
71
GENDER
EQUALITY
WITHINCHARTS
REACH (contd.)
APPENDIX:
ADDITIONAL
FIGURE 5C:
FIGURE 5D:
Male
Female
Male
87
87
85
88
88
86
93
91
74
88
86
82
80
96
97
77
Female
88
95
72
54
85
83
86
91
72
73
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.
74
Gender redefined
Percentage of BRIC Millennials who agree
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
flexible than it has
been in the past
Gender doesnt
define a person as
much as it used to
Gender is more
flexible than it has
been in the past
92
79
84
Gender is more
flexible than it has
been in the past
85
Gender doesnt
define a person as
much as it used to
86
92
93
75
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.
76
77
EXTENDING
SINGLE CHARTS
YEARS
APPENDIX: THEIR
ADDITIONAL
FIGURE 6A:
Marriage Optional?
Percentage of BRIC Millennials who agree
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
78
79
FRIENDS
AS FAMILY
APPENDIX:
ADDITIONAL CHARTS
FIGURE 6B:
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
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
Percentage of BRIC Millennials who agree
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
62%
41
56
71
77
65%
Ive converted to a
different religion
14
37
31%
34
81
82
RACE
RELATIONS
APPENDIX:
ADDITIONAL CHARTS
FIGURE 6D:
A raceless generation
Percentage of BRIC Millennials who agree
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
74%
67
70
86
69
89
81%
78
91
55
81
72%
65
84
I view race
differently than
my parents
generation does
65
80
76%
76
83
84
LGBT
ISSUESADDITIONAL CHARTS
APPENDIX:
FIGURE 6E:
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
86
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.
87
SOCIAL GOOD
88
HEAL
THE WORLD
APPENDIX:
ADDITIONAL CHARTS
FIGURE 7A:
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
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
90
DIY ACTIVISM
FIGURE 7B:
Civic activism
Percentage of BRIC Millennials who agree
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
91
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.
92
SOCIAL MEDIA
93
BROADCASTING
THE CURATED
SELF
APPENDIX: ADDITIONAL
CHARTS
FIGURE 8A:
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
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
Percentage of BRIC Millennials who agree
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
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
75%
51%
96
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.
97
SHARE
NO MORE
APPENDIX:
ADDITIONAL CHARTS
FIGURE 8C:
Sharers remorse
Percentage of BRIC Millennials who agree
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
59
Sometimes I feel
like my life is overly
documented
42
60
53%
52
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
74
54
Getting married
prevents people from
living the life they
want to live
52
35
59
49
40
I would be willing to
pursue parenthood
without a spouse
46
61
62
Marriage is an
antiquated institution
55
65
40
40
25
36
39
60
100
APPENDIX:
CHARTS
APPENDIX:ADDITIONAL
ADDITIONAL
CHARTS
FIGURE 6G:
Marriage Optional?
Percentage of Russian Millennials who agree
Male
Female
Marriage should be
celebrated; its still
an important societal
institution
75
84
77
Im in no rush
to get married
67
72
Im comfortable
with the idea of not
getting married
70
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
80
63
Getting married
prevents people from
living the life they
want to live
I think its preferable
to be in a long-term,
committed relationship
without being married
I would be willing to
pursue parenthood
without a spouse
Marriage is an
antiquated institution
41
46
26
46
31
38
42
43
35
36
35
62
53
101
APPENDIX:
CHARTS
APPENDIX:ADDITIONAL
ADDITIONAL
CHARTS
FIGURE 6H:
Marriage Optional?
Percentage of Indian Millennials who agree
Male
Female
Marriage should be
celebrated; its still
an important societal
institution
83
83
74
Im in no rush
to get married
72
64
70
58
Im comfortable
with the idea of not
getting married
58
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
63
Getting married
prevents people from
living the life they
want to live
I think its preferable
to be in a long-term,
committed relationship
without being married
I would be willing to
pursue parenthood
without a spouse
67
63
61
46
56
44
63
Marriage is an
antiquated institution
60
48
47
59
48
102
APPENDIX:
CHARTS
APPENDIX:ADDITIONAL
ADDITIONAL
CHARTS
FIGURE 6I:
Marriage Optional?
Percentage of Chinese Millennials who agree
Male
Female
Marriage should be
celebrated; its still
an important societal
institution
90
91
79
Im in no rush
to get married
75
73
57
41
Marriage is an
antiquated institution
50
I feel my biological
clock ticking, but Im
not ready to settle
down and get hitched*
Getting married
prevents people from
living the life they
want to live
59
45
39
34
25
43
31
31
24
30
28
55
51
103
THANK YOU
466 Lexington Avenue
New York, NY 10017
www.jwt.com | @JWT_Worldwide
www.jwtintelligence.com | @JWTIntelligence
www.anxietyindex.com | @AnxietyIndex
3
4
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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