MEET THE BRIC

MILLENNIALS

September 2013
INTRODUCTION
A dozen years after the term BRIC was coined, we decided to zone in on the generation that will be defining t...
TOPLINE FINDINGS
•	Like their counterparts around the world, BRIC Millennials
are optimistic on most counts; uniquely reso...
TOPLINE FINDINGS (cont’d.)
•	BRIC Millennials feel responsible for leaving the world in

•	While marriage is still valued ...
METHODOLOGY
This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence througho...
WHO ARE THE BRIC MILLENNIALS?
In each of these markets, our sample is
representative of the Internet users in each nation....
BRAZIL MILLENNIAL CHARTS
APPENDIX: ADDITIONALPROFILE

25%

SOME
COLLEGE

24%

IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER

L...
RUSSIA MILLENNIAL CHARTS
APPENDIX: ADDITIONALPROFILE

25%

SOME
COLLEGE

56%

IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER

L...
INDIA ADDITIONAL CHARTS
APPENDIX: MILLENNIAL PROFILE
48%

6%

SOME
COLLEGE

IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER

LIV...
CHINA MILLENNIAL PROFILE
APPENDIX: ADDITIONAL CHARTS

8%

SOME
COLLEGE

65%

IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER

LI...
MEET THE BRIC MILLENNIALS
Note: For more on the BRIC Millennials, please visit www.jwtintelligence.com to download the ful...
THANK YOU
MEET THE BRIC MILLENNIALS

Cover Credits: 1. Andrey
Slepchenko 2. Bhaskar Thakur
3. iPandastudio 4. Andrey
Slepc...
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Meet the BRIC Millennials (September 2013)

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This wide-ranging report examines the generation that will define the future of the dominant emerging markets. It spotlights findings from a July 2013 survey of 18- to 35-year-olds conducted in Brazil, Russia, India and China using SONAR™, JWT’s proprietary online tool.

“Meet the BRIC Millennials” explores themes we’ve examined in the context of Millennials globally—including personal finances and employment, stress, changing gender roles, social good and social media—as well as issues especially relevant to BRIC nations, including tradition vs. modernization, urbanization and national pride. The report includes case studies that show how brands in BRIC markets are responding to these increasingly influential young consumers.

For more on the BRIC Millennials, please visit http://www.jwtintelligence.com to download the full report at no cost.

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Meet the BRIC Millennials (September 2013)

  1. 1. MEET THE BRIC MILLENNIALS September 2013
  2. 2. INTRODUCTION A dozen years after the term BRIC was coined, we decided to zone in on the generation that will be defining the future of these markets, which together comprise around 40% of the global population. Millennials in Brazil, Russia, India and China have come of age during a unique time, during which their countries have experienced both unprecedented growth and the repercussions of a worldwide slowdown, globalization and the digital revolution. This generation will call on their distinct set of experiences and tools as they help to shape the future of nations that, as one bullish forecast suggests, could together overtake the G7 economies in less than 15 years. More conservative forecasters don’t foresee the BRIC group hitting this milestone until at least 2050; growth has slowed—with some warning of hard landings ahead—and a range of enduring challenges are proving intractable. But there’s still plenty of optimism surrounding these markets, and rich potential for growth. This study focuses in on some themes we’ve examined in the context of Millennials in the developed world, including personal finances and employment, stress, changing gender roles, social good and social media. We’ve also focused on issues that are especially relevant to Millennials in BRIC nations, in particular tradition vs. modernization, urbanization and national pride. Millennials are regarded as the first global generation, with more overlapping values and shared experiences than any before them. As our wide-ranging study details, in some respects Millennials across BRIC markets are very closely aligned, while in others they diverge wildly in their outlook thanks to unique national conditions and traditions. Here, we spotlight those commonalities and differences, along with some case studies that show how brands are responding to these increasingly influential young consumers. 3
  3. 3. TOPLINE FINDINGS • Like their counterparts around the world, BRIC Millennials are optimistic on most counts; uniquely resourceful and entrepreneurial, using technology as a steppingstone; and civic-minded by nature. • Millennials around the world have felt the sting of economic uncertainty, and young BRIC citizens are no exception. But they’re upbeat about their economic future and have adjusted their outlook to today’s economic realities, with many feeling that spending wisely is more important than earning a lot of money. • Accustomed to voicing their opinions on social media, Millennials in Brazil, Russia and India want to express their views on social problems and their government, and to engage with their leaders. This is especially true in Brazil. Indians are relatively the most positive about their government and political leaders. • This generation sees many life choices (choosing what to study and where, choosing where to live, etc.) as being more complicated today than they were in the 1960s, with Brazilian Millennials as the exception. • As the BRIC markets become more globalized, many long-standing cultural norms are being upended. Russian, Chinese and Indian Millennials are looking to preserve their cultural traditions; they feel traditions hold society together. Brazilians, by contrast, seem to have the most progressive mindset. Indeed, this cohort has far fewer taboos than their counterparts in Russia, India and China. • BRIC Millennials identify with cultures around the globe. More than half say they have friends from all over the world. Many appreciate the influence of other cultures on their way of life, and almost 6 in 10 see themselves as a global citizen first and a citizen of their homeland second. • Life is getting more stressful for these Millennials, with 53% saying their stress level has increased over the past year. Their finances and the cost of living are the chief stressors, and the highly competitive job market is also a key concern in Brazil, India and China. Pollution, food safety and climate change stand out as major concerns in China. 4
  4. 4. TOPLINE FINDINGS (cont’d.) • BRIC Millennials feel responsible for leaving the world in • While marriage is still valued among many young people better shape for future generations, and a wide majority feels there’s a need to balance out the inequalities of the world. in the BRIC markets, this cohort doesn’t necessarily see it as essential, especially in the near future. Almost 6 in 10 are comfortable with the idea of not getting married. More than 4 in 10 are open to pursuing parenthood without a spouse. • When it comes to homosexuality, Brazilian Millennials are the most open and accepting. But Chinese respondents slightly surpass Brazilians in acceptance of same-sex marriage. • Indian Millennials are the most engaged with social media, followed by Chinese and Brazilians; Russians are by far the least engaged. 5
  5. 5. METHODOLOGY This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. Specifically for this report, we conducted quantitative surveys in Brazil, Russia, India and China using SONAR™, JWT’s proprietary online tool, from July 3-8, 2013. We surveyed a total of 1,640 Millennials aged 18-35 (385 Brazilians, 416 Russians, 455 Indians and 384 Chinese). Data is weighted to be representative of Internet users in each market. We also received input from JWT planners and researchers in each market surveyed. 6
  6. 6. WHO ARE THE BRIC MILLENNIALS? In each of these markets, our sample is representative of the Internet users in each nation. BRAZIL RUSSIA INDIA CHINA TOTAL POPULATION 201 million 142.5 million 1.2 billion 1.3 billion MEDIAN AGE OF POPULATION, IN YEARS 30.3 38.8 26.7 36.3 MILLENNIALS AS PERCENTAGE OF TOTAL POPULATION 30% 27% 30% 28% MILLENNIALS AS PERCENTAGE 54% 61% 75% 58% OF TOTAL INTERNET USERS* See the following four pages for demographic details on our Millennial respondents. *15-34-year-olds, as of October 2011 Sources: CIA World Factbook, U.S. Census Bureau, eMarketer and comScore 7
  7. 7. BRAZIL MILLENNIAL CHARTS APPENDIX: ADDITIONALPROFILE 25% SOME COLLEGE 24% IN A RELATIONSHIP BUT NOT LIVING TOGETHER LIVING WITH IMMEDIATE FAMILY 34% 29% HIGH SCHOOL GRADUATE 15% LIVING IN A HOME OR APARTMENT ON THEIR OWN 35% MARRIED 53% 15% 56% COLLEGE GRADUATE IN A RELATIONSHIP AND LIVING TOGETHER 80% FACEBOOK EMPLOYED FULL-TIME 48% GOOGLE+ 10% FREELANCE/ SELFEMPLOYED 61% YOUTUBE 39% TWITTER 48% ORKUT 8
  8. 8. RUSSIA MILLENNIAL CHARTS APPENDIX: ADDITIONALPROFILE 25% SOME COLLEGE 56% IN A RELATIONSHIP BUT NOT LIVING TOGETHER LIVING WITH IMMEDIATE FAMILY 14% 33% HIGH SCHOOL GRADUATE 15% LIVING IN A HOME OR APARTMENT ON THEIR OWN 57% MARRIED 57% 7% 58% COLLEGE GRADUATE IN A RELATIONSHIP AND LIVING TOGETHER 71% VK EMPLOYED FULL-TIME 53% FACEBOOK 4% FREELANCE/ SELFEMPLOYED 67% MAIL.RU 59% 34% GOOGLE+ ODNOKLASSNIKI.RU 34% YOUTUBE 9
  9. 9. INDIA ADDITIONAL CHARTS APPENDIX: MILLENNIAL PROFILE 48% 6% SOME COLLEGE IN A RELATIONSHIP BUT NOT LIVING TOGETHER LIVING WITH IMMEDIATE FAMILY 39% 22% GRADUATE/ POST-GRADUATE (GENERAL) 2% LIVING IN A HOME OR APARTMENT ON THEIR OWN 48% MARRIED 59% 8% 57% GRADUATE/ POST-GRADUATE (PROFESSIONAL) IN A RELATIONSHIP AND LIVING TOGETHER 74% FACEBOOK EMPLOYED FULL-TIME 44% YOUTUBE 8% FREELANCE/ SELFEMPLOYED 54% GOOGLE+ 42% ORKUT 37% TWITTER 37% LINKEDIN 10
  10. 10. CHINA MILLENNIAL PROFILE APPENDIX: ADDITIONAL CHARTS 8% SOME COLLEGE 65% IN A RELATIONSHIP BUT NOT LIVING TOGETHER LIVING WITH IMMEDIATE FAMILY 3% 15% HIGH SCHOOL GRADUATE 6% LIVING IN A HOME OR APARTMENT ON THEIR OWN 47% MARRIED 76% 9% 60% COLLEGE GRADUATE IN A RELATIONSHIP AND LIVING TOGETHER 78% TENCENT QZONE EMPLOYED FULL-TIME 57% 43% PENGYOU RENREN 3% FREELANCE/ SELFEMPLOYED 68% TENCENT WEIBO 75% SINA WEIBO 43% KAIXIN001 32% DOUBAN 11
  11. 11. MEET THE BRIC MILLENNIALS Note: For more on the BRIC Millennials, please visit www.jwtintelligence.com to download the full report at no cost. PERSONAL FINANCES AND EMPLOYMENT • Bullish about personal finances • Money matters • Investing in the future • “It’s not fair” • “I’ll pave my own way” • Working for more than a paycheck • Tech empowers • The grass is always greener GOVERNMENT, ACTIVISM AND NATIONAL PRIDE • Wary of government • Making their voices heard • BRICs on the world stage • BRIC national pride TRADITION VS. MODERNIZATION • “I’ll never be like my parents” • No nostalgia for Brazilians • Nostalgia for a less complicated life • Traditions endure for most • Traditions worth saving • Because society says no • Living in an interconnected world STRESS AND URBANIZATION • Living a stressful life • The double-edged sword of the city CHANGING GENDER ROLES • Gender equality within reach • Changing gender roles RELATIONSHIPS, RELIGION AND SOCIETY • Extending their single years • Friends as family • Religion and young people • Race relations • LGBT issues SOCIAL GOOD • Heal the world • DIY activism SOCIAL MEDIA • Broadcasting the curated self • Social media-driven FOMO • Share no more 12
  12. 12. THANK YOU MEET THE BRIC MILLENNIALS Cover Credits: 1. Andrey Slepchenko 2. Bhaskar Thakur 3. iPandastudio 4. Andrey Slepchenko 5. Juliana Maaz; Luiza Madeira 6. bo1982 7. Bhaskar Thakur 1 4 5 6 7 Marian Berelowitz Ann M. Mack Trends strategist 3 Ann M. Mack Director of trendspotting 2 Jessica Vaughn Editor www.jwt.com | @JWT_Worldwide www.jwtintelligence.com | @JWTIntelligence www.anxietyindex.com | @AnxietyIndex CONTACT Written by 466 Lexington Avenue New York, NY 10017 Nicholas Ayala Contributors Robert Esnard Jenny Lo Juliana Maaz Luiza Madeira Andrey Slepchenko Bhaskar Thakur SONAR™ Elizabeth Burns Karen Montecuollo Design Peter Mullaney 212-210-7378 ann.mack@jwt.com @annmmack Jessica Vaughn jessica.vaughn@jwt.com @jess_vaughn © 2013 J. Walter Thompson Company. All Rights Reserved. JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, KimberlyClark, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide. JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundant information and constant innovation—finding quality amid the quantity. We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of multinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care.

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