The Truth about…Youth
Posted by Bert Maes on June 14, 2011
What motivates young people around the world today? Money? Fame? Justice?
McCann Worldgroup asked that question to 7000 young people around the world: US, UK, China, India, Spain, Mexico, Brazil, Singapore, Malaysia, Chile, South Africa, Italy, Germany, Korea, Japan, Australia and Philippines.
The same three motivations are ranked highly in every country.
And it is technology – most often their phone and laptop – which fuels the three motivations above. It is the deep relationship with technology that allows them to connect and to influence justice for a new era.
- The need for connection and community is the most fundamental motivation for young people. They want to connect, share and broadcast through digital cameras, cheap editing software, design programs and blogging platforms.
- For this reason: to be remembered, not for their beauty, their power or their influence, but simply by the quality of their human relationships and being loved by many people.
- Connecting to a broader network of friends has replaced the need to belong to a tight-knit group of friends.
- They long for new tools to broadcast, share, entertain, make new connections, beat their friends, and narrate their lives.
- They avoid all impositions, rigid rules and structures where they can’t negotiate.
- But these tools should come from people that really care. Youth is disgusted by corporate people doing good just to make themselves look good. From a young person’s point of view, the worst thing a brand can do us make a promise it doesn’t keep.
- Young people want to change the world. Social media allows them to share information, to join groups on a wide range of topics (everything from corruption in politics to freedom of speech or human rights abuses) and to build networks of support and encouragement.
- They believe technology brands like Google, Microsoft, Apple and Facebook will solve most of the problems the word faces today, from environmental issues to food shortages, from freedom of speech to privacy and terrorism.
I am wondering how these technology brands will save the world.
Have you got insights for me?