MSLGROUP revealed some key findings of the survey conducted in 16 countries, interviewing 8000 millennials to explore and understand what active citizenship means to them at the Sustainable Brands 2014 Summit in San Diego. Both global findings and country per country insights are very interesting. We wanted to explore what active citizenship means to Millennials across the globe: - What do they want it to stand for? What does it actually mean to/for them? What resonates? What doesn’t? - How does this differ by country? - How will this change in the future and impact businesses? This is crucial for the short-term (the system is at stake) and even more so for the near future: Millennials will represent 70% of the workforce in 15 years from now. They already play a growing political and economic role today. They’re fully empowered by the digital & social reinvention of everything. Disintermediation, our new norm, is a given for them: day after day, they develop their own ecosystem, based on collaboration, peer to peer information and decision-making processes, sharing and accessing, more than owning. Businesses need to catch up, transform, and partner with people, if they want to survive.

1. Scott Beaudoin
MSLGroup, New York
Prihodnost
poslovnega
državljanstva
Globalna raziskava generacije Y
(Millennials) 2014

2. Future of Business
Citizenship
Global Millennial Study 2014

3. Why MillennialsMatter
3
1 The Millennial Survey 2014, Deloitte Touche Tohmatsu Limited, 2014
2,3 Global Mobile Media Consumption: Reaching Millennials, InMobi, February 2013

4. 4
Methodology:
Online (15 minute) survey using Research Now Global Panel
– Personal Attitudes and Beliefs, Outlook on life, Active Citizenship
Meaning, Responsibility, Activation, Personal Responsibility
N=8,000 Millenials (1977-1994) in 17 countries

5. 5

6. 6
53%
rank inflation & high
prices top concern
82%
believe business can
have a greater impact
69%
want business to make
it easier to get involved

7. Why Business? 2.
Q1. How much you agree or disagree from these statement – Top 3 Boxes
I want companies/
organizations to get
more active in
solving the problems
we are all facing
83% Governments can’t
solve the problems
we are facing by
themselves
73%
7

8. 8

9. Where to Focus: Millennials’ Concerns

10. 10

11. 11

12. 12

13. 13

14. If businesses are NOT where they are expected to be –
They are NOWHERE
Q45. Which types of companies would you expect to get involved in the following issues
Environment
&
Economy
AUTOMOTIVE
& AIRLINES
International
Affairs &
Education
BANKING
Health &
Environment
CPG
Economy
&
Education
TECHNOLOGY
Environment
&
Economy
ENERGY
14

15. Roadmap Around The Millennial Mindset
Sustainability Rules Future Focus, But Kindness In The World is Biggest Change
Current Involvement Future Involvement % change
Protecting the environment 44% 71% 27%
Expanding use of renewable energy sources 46% 70% 24%
Sustainability of the planet 42% 69% 27%
Fair worker rights for those working in factories in developing countries 31% 69% 38%
Environmental pollution 44% 68% 24%
The impact of large corporations on small business 39% 67% 28%
Current Involvement Future Involvement % change
The lack of kindness in the world 16% 57% 41%
Fair worker rights for those working in factories in developing countries 31% 69% 38%
Growing inequality in society 17% 53% 36%
Helping raise people’s self esteem 23% 59% 36%
Protecting workers’ rights in my country 25% 61% 36%
Affordability of healthy food 28% 63% 35%
15

16. 16

17. 17

18. 18

19. Select Country
Highlights
19

20. 20
A closer look at the Netherlands

21. 21
A closer look at Germany

22. 22
A closer look at France

23. 23
A closer look at the UK

24. 24
A closer look at the United States

25. 25
A closer look at China

26. 26
A closer look at India

27. 27
Thank You
scott.beaudoin@mslgroup.com