WHO DO YOU THINK WE ARE?

WHO DO YOU THINK WE ARE? We ve been called narcissistic, apathetic and lazy - but we prefer words like thoughtful, passionate and optimistic (we re determined to make our mark on the world, so don t underestimate us). Our lives and aspirations are a tangle of contradictions - if you unpick them with care you ll discover a narrative that we ourselves only comprehend in glimpses. We don t even see the world through our own eyes. Our stories are complex fusions of sense, impulse, information and anticipation. We capture, preserve and communicate our lives in fragments, snippets, moments - the sum is a blur of fact and fiction, truth and lies, the fleeting and the fixed. If you try to pin us down you ll find we ve already moved on. Catch us if you can - we are the people who will decide the fate of many of the world s top brands. We are the Millennials 02

It is a strange one because we have the best of everything but also the worst - Female (22, UK)

ONE WE ARE THE MOST ADVANTAGED AND DISADVANTAGED GENERATION We re constantly being told that life has never been so comfortable and easy - we have access to everything everywhere, and anything is possible. We never had all that you have - I wish I d had your opportunities Why aren t you making more of it? You can do anything Think about the pressure that brings. Real pressure. Real expectation. Real guilt. Sometimes it feels overwhelming. Sometimes it is simply easier to do nothing. That way we feel like we haven t failed and let everyone down. Cut us some slack. If this world of opportunity is new and we are the first beneficiaries of it, then let us experience it in new ways too, without the weight of the old expectations upon us. (And no, technology doesn t have all the answers - but we ll come to that later ) The pressure has been on us from an early age, we have had to make decisions that affect the rest of our life really early on Male (19, USA) We can do anything! That s what we re told, anyway Male (17, Brazil) It is overwhelming how much choice and opportunity we now have - where do you even start? Male (18, USA) There is a real weight of expectation that we need to live up to Female (19, China) 04

I will make the biggest impact when I have discovered what to do - Male (21, Japan)

TWO WE HAVE OUR GOALS, WE JUST DON T HAVE A ROADMAP We see people achieving, doing the things we d like to do, and we want it too. We are ambitious. We want to feel like we have made it, or that success is a real possibility. But sometimes we lack the motivation, encouragement and confidence to make it happen. With so many opportunities out there, it s impossible to know where to begin. Technology has given us so many tools and opportunities, but it has given them equally to everyone, meaning the competition is fiercer than ever. We are competing on a global scale. We reject the popular claim that we are lazy and unfocused - you mistake our efficiency for laziness and lack of focus - we are digitally native and we have the skills to use technology to take the right short cuts so we can focus on what is important to us. We might not know exactly what we want, but we know what we don t want. We know we need a plan; that we need to get ready for the reals and prepared for the fight. If we don t have a plan, someone else will take our place and get there first. But we need help. Independence is scary but exciting - once you are fully independent, then you have made it Female (19, USA) If I am lazy it s because I am being made to do something I don t want to. Give me something I enjoy and I will show you the opposite of lazy Male (17, UK) I know what I don t want, that s for sure - working in an office 9-5 Female (23, UK) 48.6% of Millennials say their future is in their own hands 45.2% of Millennials look to their parents for valued advice. 41.7% of Millennials attribute success to their parents. 06

The biggest impact I can make is in the area of hard work. By working hard, I can encourage other people to work hard - Male (24, China)

THREE WE NEED BETTER ROLE MODELS IF WE ARE TO BECOME THE ROLE MODELS WE WANT TO BE We want to give back and inspire others in the same ways that we have been inspired. But our role models are different to yours. The old role models have let us down. Superstar heroes do not exist for us like they did for our parents; athletes, politicians, movie stars and musicians have been well and truly knocked off their pedestal, exposed through social media. They are role models for us only in so far as we are learning from their mistakes. Our role models embody values which are most relevant to us - they taught us something, gave us something tangible, made an impact directly and personally - our teachers, siblings, grandparents, and school sports coaches. These are the people who have influenced us most, they have given back and made a difference to us, our families and communities - we respect that and we want to do the same. We feel let down by the system. That s why we remember those individuals who took notice and went that extra mile for us. We want to be like them and help others so we can inspire the next generation. Social media has brought us closer to our heroes but at the same time removes their hero status as you see them for what they really are Male (21, USA) My maths teacher really went out of his way to help me. He still does. I want to help others like I have been helped Female (22, UK) Friends - supportive, yes - but they also provide you with a constant comparison for how well you should be doing Male (21, UK) 34.7% of Millennials say their parents are their inspiration or role model 15.6% Say it s their friends 11.5% Say it is their teacher. 08

Future happiness for me will be about being surrounded by people I love - Female (21, USA)

FOUR WE THINK WE WILL BE HAPPIER IN THE FUTURE, BUT WE ARE FEARFUL OF WHAT THE FUTURE MIGHT BRING We believe that the future will bring us happiness, but we do not judge happiness on what we see on the outside; it is not material things, it is how you feel on the inside, doing what you enjoy, that really matters. We want the same things that people have always wanted - to be healthy, to put down roots, to be part of a loving family, and to start a family of our own - to be content within ourselves and within our closest relationships. The threats to those things seem to be all around us. Some of us GLOBAL RANKING OF HOPES AND FEARS FOR THE FUTURE Having children My health and wellbeing Long term finances Health of my loved ones Being close to my roots Employment The environment are growing up in economies that cannot support us. Some of us are fearful of the power of our governments, our over-reliance on technology and the way that technology can be used against us. We all fear the effects of war and terrorism, and of the world our children will inherit. We wish we could feel in greater control of our own destinies, but often it seems that we are controlled by our own fears. Short term finances Being alone Politics & government Respect of online privacy Population overcrowding Traditions and values Terrorism It s not about what you can see on the outside - bankers might look like they have it all but I bet they are pretty miserable Male (19, UK) Happiness is about being successful on the inside Female (22, UK) I just worry for what the world is going to be like for our kids Female (23, Japan) I am scared of technology taking over. Soon technology will be controlling us, not the other way round - that is terrifying Female (21, USA) 73.3% of Millennials agree they are happy 68.2% of Millennials agree they are excited by the future MOST HOPEFUL MOST FEARFUL 10

Just what is real? I don t know anymore. You can pick and choose what you believe to suit yourself - Male (23, Brazil)

FIVE WE DO NOT LIVE IN THE REAL WORLD, YET STILL WE PURSUE AUTHENTICITY AND TRUST Sometimes it is hard to know what is true, because the internet offers so many variations on the truth. The internet is a kind of unpredictable information and culture platform, where what is real is often indistinguishable from what is fake. Fakeness is everywhere - fake friends, fake bodies, fake food, fake relationships. We see through the fakeness but crave it too. We know that fake friends have no real value, yet those fake friends confirm our popularity and give us a platform for self-expression. We know how easy it is to manipulate images, situations and identities - so to us selfies feel more authentic than photos of us out with friends (where we are just playing a part). With so much fakeness going on, our friends often don t believe us when we have been somewhere without them. We need to prove it, because if it was not recorded it did not happen. This makes the demands for trust and authenticity even stronger - we seek it from everyone (even when experience has taught us that we rarely get it) - from parents, friends, teachers, managers, companies and brands. Our generation is a beautiful disaster - what is on the outside isn t the same as the inside Female (21, USA) Selfies are pictures which are a true reflection of yourself; pictures with friends and stuff - they are less real as you are not just yourself Female (19, UK) I don t see anything wrong in using a plastic surgery app on pictures of yourself - it shows the real me Male (19, UK) I read there are 20% more profiles on social media than there are actual people Male (17, Japan) Fake everything, fake everywhere - the world is fake Female (21, USA) 12

Things were just so much lighter before; social media plays on everyone s insecurities - (Female 20, Japan)

SIX WE ARE SO CONNECTED, WE HAVE BEGUN TO FEAR BEING ALONE Communicating with people has never been easier or more accessible - we can connect with people around the world from wherever we are, at any time; we can hook up; we can get to know people intimately without ever meeting them - we have re-defined how relationships are formed and then dissolved. It s hard to imagine being connected to a much bigger or wider group. And yet we are so scared of being alone. Social media fuels our social insecurities. We feel loved and on top of the world when our picture gets multiple likes and comments, but we are left out in the cold when our tag is missed from a status. The social triumphs and emotional setbacks we have experienced on social media have taught us to understand and appreciate the high value of our relationships with family and friends. The love they give us sets the benchmarks for all relationships. Our quest for happiness and security in our relationships has created a complicated sub layer of guilt, rejection and desire to please, as we seek to protect ourselves from loneliness now and in the future. When I feel down, I know I have my phone. Just a few messages can make me feel liked again Female (21, Brazil) We all think the best thing in his life [a friend] is that he has a girlfriend - he s lucky as he always has someone there for him Male (17, UK) My mate is in a relationship with a girl on Facebook, but they are not actually together Male (18, UK) I want what my parents have. I hope to have a family like our family growing up Female (24, China) I know it s a bit sad, but I can see why people buy likes on social media Female (20, UK) 14

People don t make eye contact any more, they only communicate through screens. Even friends hanging out don t seem to be looking at each other - Female (20, USA)

SEVEN WE CANNOT LIVE WITHOUT OUR PHONE, BUT FEEL TRAPPED INSIDE THE SCREEN We do not remember life without our phones. We take them everywhere. They are a part of who we are - we can use some of their functions in our sleep. We crave always on internet access like a basic human need. We talk about how our life is over when our phone battery dies and we re only half joking. We recognise that this addiction to connected technology is not always healthy. Indeed, we often feel trapped by having lives that are so exposed by, and reliant on, mobile internet. Part of us wants to break free. We know that good times can still happen when we are without our phone - we have experienced those moments and we have felt happy and liberated within them - but still we are unable to leave our phones behind for fear of missing out. We crave spending time together away from the screen, in the real world, but we need inspiration on how to achieve that - some of us have forgotten how; some never knew. My phone is dead, does anyone have a charger I can borrow? I take a charger everywhere with me so this never happens UK Males (17/18) I haven t checked my phone for over an hour, what if I have an urgent Snapchat? Male (18, UK) Being online you can control what people know and think about you Female (23, Brazil) The best thing about my life right now is hanging out with my friends. We try and do something like go out for dinner Male (17, China) 63.2% of Millennials agree they cannot be without technology 16

I set up a new clothing line as I didn t want to wear the same clothes as everyone else [he was wearing the same top as someone else in the group] - Male (18, UK)

EIGHT WE ARE PROUD OF OUR INDIVIDUALITY, BUT WORRY ABOUT OUR ABILITY TO BELONG We see ourselves as individuals. We are unique, and we want to make our own mark in the world. We are happiest when we can be ourselves. And yet our individuality breeds a kind of anxiety. We strive to conform, to fit in and belong. We feel greater self-worth and validation when we are part of a group - we have proved ourselves, we have been accepted. This tension can lead to a crisis over identity. We hide our true feelings from others, we use selfies to portray who we are to others, we post photos and ideas and updates that will win the approval of our peers. We are always looking for new channels for self expression, yet we fear having the real us exposed on social media and becoming vulnerable to judgement or criticism. This is why many of us are leaving Facebook behind. We grew up on it - it has become a repository of many things we wish we could hide or leave behind, a lifetime of baggage and insecurities. And yet we are still reluctant to delete Facebook for fear of missing out. We were happiest in our senior year at high school. You knew you were leaving so you just relaxed and were able to be yourself Male (20, USA) We made this new guy in our WhatsApp chat group go through an initiation ceremony - we had to make sure he added something to the group! Male (22, UK) It s all about the group. There is no better feeling than being part of something Female (24, Japan) You act a certain way on social media. You have to, you have to portray a certain image of yourself Female (19, Brazil) 18

I copied it all from scratch - Male (18, UK)

NINE WE ARE PASSIONATE ABOUT OUR BELIEFS, EVEN THOUGH WE HAVE CONCOCTED THEM FROM THE BELIEFS OF OTHERS Information of all kinds comes down on us from above, via the internet. It bores us. It is just part of the accepted narrative. It has nothing to do with us - we have seen it all before. We have become adept at finishing and interpreting this information on our own terms: adapting, customising, editing, refining and then sharing. The possibilities are endless. What we create ends up validating ourselves. We see it as making not stealing. We feel empowered by this ability as this is where we can make our mark on the world. Technology has given us the tools to do this, to craft our beliefs so we can express ourselves and cut through what we think is generic. It puts us in the driving seat. It s where we feel we will thrive. I thought the Three cat advert was rubbish, so I made my own - I used the same song though Male (25, UK) Me and my mate make this thing called Kitty Weekly. It s where we get all these cat pictures people post and just make them better then publish it and share with our friends. We have about fifteen editions already Male (23, UK) It s all about creating, you can make anything you want! Male (21, Brazil) Because of Twitter I can choose what I want to think or share Female (23, UK) 20

If you don t like a picture, you delete it and start again; it s like it didn t happen - Female (18, China)

TEN WE CHOOSE TO RE-CREATE THE PAST SO WE CAN SHAPE OUR FUTURE Through technology and social media, we now choose to create multiple versions of the same moment in time. These tools and platforms allow us to re-create the past so it represents how we want to remember it. If we don t like it, we can simply start again. What we no longer need, we can dispose of it - it is as though it never happened. We share our recreations with who we want, when we want, and we decide when it becomes permanent. We choose how our past and present are defined, informing the future we want to have. You can create photos so they are truly of the moment Female (19, UK) I like to look back on the past as it confirms what makes me happy Male (20, Japan) You choose how you look and then try again if it s not right - so you show to the world who you are Female (16, Brazil) Selfies differ to group photos cause you re in control of the photograph, you can represent yourself exactly the way you want to Female (22, USA) OVER 2/3 of Millennials prefer to share content with their friends through channels which save their activity, e.g. Facebook, rather than channels that dispose of it, e.g. Snapchat. 22

CONNECT WITH MILLENNIALS ONE Be there when Millennials begin their journey into the unknown. Provide support, guidance and flexibility - help them turn their opportunities into reality. TWO Help Millennials get on their chosen path by ensuring they are fully armed with the tools they need to be successful - then stand back and watch them surprise you! THREE Give Millennials ways to inspire the next generation. Let them be role models. Turn I want to make a difference into I can make a difference. FOUR Fear of the future is simply fear of the unknown. Provide solutions, strategies, and action plans so they feel more in control and better prepared for their journey. FIVE Your brand story will appear fake if you don t encourage Millennials to own it and tell it their way. Offer platforms for the co-creation of some of your brand narratives. SIX Be a catalyst for coming together. Help Millennials find ways to connect and engage in real and meaningful ways. SEVEN Real world experiences have great value to Millennials, but they can feel scarce too. Create them. Offer them. Provide safety nets, reassurance, and encouragement to enjoy certain precious moments without their phone or away from social media. EIGHT Encourage self-expression - Give Millennials permission to find themselves and celebrate their uniqueness within their group. NINE Give Millennials platforms and outlets for sharing their beliefs and creativity. TEN Understand how Millennials conceive the past and you could become a part of their future. 24

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