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150 Millennials (15-32) across
Northern, Eastern and Central
Europe (10 countries) who gave
us an outlook on their lives and
how they connect with brands and
the Viacom channels:
• June & July 2013
• online & mobile community +
individual personal blog
• Total of 2820 community posts
+ 322 blog posts
CELEBRATING YOUTH COMMUNITY
WHAT IS 2020 VISION?
BACKGROUND AND METHODOLOGY
2020 Vision sought to explore young people’s outlook on the world and their visions for the future across 32 countries
Online survey with 6,800+ 15-24s
across 32 countries
Qual work in 17 markets with 72
participants, involving 51 interviews,
over 80 hours of footage and 5
hours of user-generated,
ethnographic film
Eurofound (2014), Social situation of young people in Europe,
Publications Office of the European Union, Luxembourg.
Eurofound (2014), Social situation of young people in Europe,
Publications Office of the European Union, Luxembourg.
DESCRIBED THEMSELVES AS ‘VERY HAPPY’, DESPITE TROUBLED ECONOMIES AND FEARS FOR THE JOB MARKET
Our Millennials have an optimistic outlook on the future, focussing on aspiring to happiness over achievement72%
DEFINE SUCCESS AS‘BEING HAPPY’
We saw success being defined by this generation as synonymous with happiness rather than achievement74%
THEIR OWN FUTURE
MILLENNIALS ARE OVERALL OPTIMISTIC ABOUT THEIR OWN FUTURE, WHICH THEY TAKE RESPONSIBILITY FOR
They are motivated to work hard to get
where they want to be and are excited by
the wealth of opportunities they hope will
be open to them
IS THE ULTIMATE AIM WITH MONEY LESS OF A MOTIVATOR
Whatever young people do, they want it to be something they enjoy and brings
meaning to their life
A FULFILLING JOB
IS BECOMING MORE SOUGHT AFTER AS MILLENNIALS PREPARE TO MAKE THEIR CAREERS THEIR OWN
Young people recognise this as a key difference between them and their parents, who
had been in the same career all their life. It’s a way of making the most out of their
creativity and adaptability
A PORTFOLIO CAREER
Page 20
OVERALL, THE FUTURE FEELS...
More
compe-
titive
Less
secure
Full of
more
oppor-
tunity
…than in my parents’ day
SAY ‘BEING PART OF A LOVING FAMILY’ IS A KEY DEFINITION OF SUCCESS
We found friends and family are vital in providing comfort and direction in a confusing world54%
Low
#selfiesteem?
LEADS TO A FULLER LIFE AND HAS BECOME A TRULY MEANINGFUL ASPIRATION
The hyper-connected Millennial generation are constantly aspiring to broaden their
networks and learn more about life through the different people they meet
MEETING NEW PEOPLE
@Joeri_InSites
joerivandenbergh
www.howcoolbrandsstayhot.com
Co-founder, Gen Y expert & marketing author InSites Consulting
Joeri Van den Bergh
John Conlon
VP Director of Research UK, Australia, Eastern Europe
Viacom International Media Networks
@VIMNInsights
vimninsights.viacom.com
