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THE PURSUIT OF HAPPINESSCreating meaningful brand experiences for MILLENNIALS
GUY ABRAHAMS, GLOBAL STRATEGIC PLANNING DIRECTOR
RESEARCH COVERAGE: TEN COUNTRIES 50%+ GLOBAL WEALTH
4
Host City Of ZO Online Community “The Mug” EventTotal : 300 participants
Quantitative SurveyTotal : 5,800 respondents
Shanghai
Sydney
Mexico City
Buenos Aires
New York
Dubai
Moscow
Paris
Barcelona
London
GETTING UP CLOSE AND PERSONAL WITH MILLENNIALS
BOUDOIR CROWDSOURCING SITE
IMMERSION PROJECT
My ‘Live My Life’ Project 2014
FREEDOM POWERED BY TECHNOLOGY
“I find technology generally makes things easier - it has
affected my life for the better.” Erin, 27, Sydney
EXPECTATIONS HAVE BEEN LIMITED“The economy affects employers’ ability to give raises. Millions of Americans are fighting to get by.” Ranessa, 27, New York
Pierre (Rennes), from Flickr.com
GROWING UP IN A PERIOD OF SLOW GROWTH
-6.0
-5.0
-4.0
-3.0
-2.0
-1.0
0.0
1.0
2.0
3.0
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
20
14
Developed markets (%)
2000-2014 GDP GROWTH VARIATION FROM THE NORM (ACTUAL)
-6.0
-5.0
-4.0
-3.0
-2.0
-1.0
0.0
1.0
2.0
3.0
20
00
20
01
20
02
20
03
20
04
20
05
20
06
20
07
20
08
20
09
20
10
20
11
20
12
20
13
20
14
Developing markets (%)
1.9%Av.Growth
5.7%Av.Growth
GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT
88%
80%
89%
90%
94%95%
75%
93%95%
89%
Russia
China
Australia
North AmericaLatin America
IndiaJapan
South East AsiaMiddle East & Africa
Europe
GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT
86%
35%
76%
86%
93%91%
77%
89%90%
84%
Russia
China
Australia
North AmericaLatin America
IndiaJapan
South East AsiaMiddle East & Africa
Europe
GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT
49%
27%
75%
81%
89%89%
28%
85%81%
79%
Russia
China
Australia
North AmericaLatin America
IndiaJapan
South East AsiaMiddle East & Africa
Europe
GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT
29%
21%
25%
43%
47%56%
31%
47%61%
35%
Russia
China
Australia
North AmericaLatin America
IndiaJapan
South East AsiaMiddle East & Africa
Europe
I WILL FULFILL MY LIFE
POTENTIAL
“I don’t let peers influence me to do anything because I
am unique and I am my own person.”
Dora, 30, New York
APPROACHING WORK IN A NEW WAY
“When the crisis began, I found myself jobless, and I reinvented myself.”Joaquín, 28, Barcelona
SHARING STORIES
“I share photos of moments I've spent with friends, images of thought or reflection, music videos and things written by me or others.”Julio, 31, Mexico City
martinak15, from Flickr.com
ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS
Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014
REACHING ACERTAIN AGE
24%
MOVE OUT OF PARENTS HOUSE
39%
HAVING CHILDREN
18%
GETTINGMARRIED
20%
ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS
HIGHEREDUCATION
20%
HAVING A CAREER
34%
BEING WELL TRAVELLED
9%
BUYING A HOUSE
17%
Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014
ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS
BEING DEPENDABLE
36%
BECOME A DECISION MAKER
59%
BECOME A PROBLEM SOLVER
47%
FINANCIAL INDEPENDENCE
60%
Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014
“We complain about working until midnight but at the same time it’s exciting and fun. It’s part of the game.” Aude, 23, Paris
GIVES THEM CONTROL IN WORK TO DELIVER HAPPINESS
MILLENNIALS WHO ARE IN CONTROL OF THEIR CAREER ARE 56% HAPPIER
CONTROL TO DELIVER HAPPINESS FROM EXPERIENCES
“I fell in love with fitness because it gave me something to work hard on and feel proud of the results.”Jonathan, 26, Chicago
MILLENNIALS IN CONTROL OF PASSIONS AND INTERESTS ARE55% HAPPIER
“Their friendship makes me feel loved and secure as I know they will never judge me for all the stupid things I do.”Nerys, 21, London
CONTROL SOCIALLY TO MAKE THEM HAPPIER
MILLENNIALS WHO ARE IN CONTROL OF THEIR SOCIAL LIFE ARE 35% HAPPIER
TOP ATTRIBUTES
DO SOMETHING TO
HELP
SERVE A PURPOSEEXEMPLIFY THEIR
VALUES
INNOVATE AND ARE
ORIGINAL
OFFER PERSONAL
EXPERIENCE
BRANDS THAT:
EDUCATIONAL ENTERTAINMENT
DETERMINE THE VALUE EXCHANGE
UTILITY REWARD
VIA PAID AND OWNED MEDIA CHANNELS
PERFORMANCE WINS – EXPONENTIAL DEMAND FOR CREATIVE ASSETS
‘VINEERS’Specialists in ultra-short form
APP DEVELOPERSCoding web, mobile, social
USERS THEMSELVESNearly everyone self-publishes now
BLOGGERSVerticals, Tumblr Stars
YOUTUBE TALENTCreators with true following
JOURNALISTSScaled armies ready to write
SEMI-PROSVideo, Animation, Image
MEDIA PARTNERSProfessional made-for-web editorial
DATA VISUALISERSInfographics, Tools
THE NEW CREATIVES
SOCIALISE: LET MILLENNIALS SHARE BRAND STORIES
When you experience something new, interesting,
funny or exciting, you would…