What motivates young people? Money? Celebrity? The number of likes they get on Facebook? 🙂
To find out the truth about the motivations of the present’s generation, McCann Worldgroup spoke with 7000 young people from worldwide and presented the findings of their approach in the study “The Truth about… Youth”.
The result was an interesting picture that reflects the characteristics of the young generation and its needs. It is a generation for whom the geographical boundaries are becoming finer and the world is transforming into a highly interconnected system. Regardless the country of origin, the young people mentioned three motivations among the most important:
- Commune – the need for connection, relationships and community
- Justice – the need for social and personal justice, to do what’s right
- Authenticity – the need to see things as they are
Technology is the unifier that brings together the members of this generation and creates a strong bond, offering support for all three motivations. It is not just a tool, but a “fifth sense”, as the McCann study shows. 53% of those aged between 16 and 22 and 48% of those aged 23 to 30 said they would prefer to give up their sense of smell rather than a personal gadget (phone or laptop). For them, not being connected or staying away from social networks is like being deprived of an essential sense.
The present’s generation is defined by creativity, being the first who has mass access to performant technologies which can easily capture pieces of reality and share them with others: digital cameras, editing software, free blogging platforms, social networking etc. “Pics or it didn’t happen” – this seems to be the motto of the young generation. On the other hand, they are trapped in a virtual world competition, in which they measure success by reference to those in their network. The need to be accepted is more visible than ever. Paradoxically, young people don’t want to be famous, but to be appreciated and loved by others.
Active and involved, the young people are more willing to pay to experience, to do things, rather than to hold things.
Thanks to the Internet and to the many social platforms, young people focus on the interaction with several groups of friends, at the expense of belonging to one group, as previous generations. The number of friends is carefully managed and everyone wants to have a wide network of acquaintances. Unfortunately, in this context it becomes difficult for young people to say who the real friends are.
No wonder that Google is one of the most popular brands among young people. In this deafening full of pseudo-friends internet democracy, the truth becomes extremely rare and therefore valuable. Thus, Google becomes a landmark to find the answers to problems, to have access to know-how and, ultimately, to the truth.
Read here more about the McCann study “The Truth about… Youth”.