The Human Project is a global research study focusing on youth and young millennials, examining their influence across six countries. It identifies a new generation characterized by unique values, behaviors, and a strong desire for social change, as well as their complex relationship with technology and brand identity. The study highlights the importance for brands to connect with this demographic by aligning with their values and providing personalized, authentic experiences.

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THE HUMAN PROJECT™
A global research study and strategic
methodology that connects brands and
organizations with people. In 2016, The
Human Project presents an intimate portrait
of global youth and young Millennials, a
generation of men and women who wield
powerful influence and are vastly different
than previous youth generations. The
challenge for brands and organizations to
swiftly connect with these influencers is large
and complex.
5183 Youth, Young Millennials and Parents
were studied across six countries:
US, UK, China, India, Australia and Canada

3. THE HUMAN PROJECT
A Global Study
POPULATION
STUDIED
US Canada China India Australia UK
1549 641 1033 798 593 569
Total Global Sample for Human Project 2016 = 5183
ZENO GROUP +
CEB ICONOCULTURE
3
1557
PARENTS with
children 13-18 years
old in the household
DEMOGRAPHICSMARKETS STUDIED
3626 YOUTH
interviewed
In most cases, USyouth were used asa benchmark to compare youthin Australia, Canada, China, India and the UK.

4. GLOBAL YOUTH = YOUTH + YOUNG MILLENNIALS
4
A large proportion work some
sort of job (> 40%)
The majority of Global Youth
are students (> 60%)
Born between 1991 and 2001
(14-25 YRS OLD)

5. WHY THEY MATTER
* Based on the most conservative projections for each country
2015 POPULATION PROJECTIONS*
14 TO 25-YEAR-OLDS
2.9M 4M 190M 234M 7.4M 42.9M
PERCENTAGE OF HOUSEHOLDS WITH KIDS AGE 13-21
THAT ARE UPPER MIDDLE CLASS OR HIGHER
65% 67% 71% 36%87% 55%
NOTE: In China and India, sample resemblesinternet populationand thus skews toward a more affluent demographic 5

6. Events Defining A Generation
2004 to 2015
2004 Madrid subway bombing; Facebook launches (worldwide 2005); tsunami; Web 2.0
2005 London transit suicide bombing; Angela Merkel becomes first female German
chancellor; YouTube launches; Hurricane Katrina
2006 Twitter launches; Saddam Hussein is executed
2007 Global economic downfall; iPhone and Kindle launch
2008 Barack Obama is elected US president
2009 Swine flu; Michael Jackson dies
2010 Chilean miners trapped; Wikileaks; BP oil spill
2011 Arab Spring; Occupy movement; Osama bin Laden killed; Fukushima Daiichi nuclear
disaster; Steve Jobs dies
2012 Michael Phelps/London Olympics; Hurricane Sandy
2013 Prince George born; Edward Snowden; LGBT rights; Pope Francis; Mandela dies
2014 World Cup; oil prices crash; Ebola; ISIS; Russia annexes Crimea
2015 Caitlyn Jenner; iWatch; California drought; Marriage Equality Act; Iran deal;
Charleston; Europe refugee crisis; earthquakes in Nepal; continued ISIS threat
Paris + CA bombings

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Global Youth &
Young Millennials:
Gen WE-Z

8. WE are
the change
WE want to seein the world.
8

9. Influencing disproportionately;
unprecedented openness/voice;
determined to change the world
9
UNIQUE
INFLUENTIAL
THEY ARE OUR FUTURE
Values/behaviors; born on the web,
masters of platform; first post-
globalization gen; multicultural, embrace
multiple perspectives.
By 2024, 50% of Gen WE will work in jobs
that don’t exist today. Worry current
economic conditions will spoil their
future.

10. UNIQUE:
Rapid Teaming (vs ‘Tribes’), More:
vocal/outspoken, experimental, curious/open
to new experiences + people with diverse
backgrounds, gender agnostic. Less: idealistic
CELEBRATE: INDIVIDUALITY NOT DIVERSITY
• Self-aware, savvy, creative,
compassionate, brave
• Inherited parent’s pragmatism
• Value aware: sense own family’s
economic power
• More committed to equal opportunity for
all + common person’s voice.
• Social responsibility is the new religion

11. WE values:
DIFFERENTIATED*
11

12. SUCCESS
HAPPINESS
AUTHENTICITY
PURPOSE
COURTESY
SHARING
COMFORT
FREEDOM
EQUALITYLOYALTY
12

13. Having “voice,” making a
mark, being unique,
making a difference
Success in life, creating
change, understanding
who they are in the larger
world
Being asked for and
sharing opinion
Raising awareness of
issues that affect kids
most
Having an outlet for
creativity, enriching
experiences
HOPES
Not being heard or taken
seriously
Their future; waiting until
adulthood to realize dreams,
boredom at work/stuck in
job
Bad economy will spoil their
future
Losing family/loved ones;
having a life that is not
better than parents
Not being connected/part
of the whole
FEARS
13

14. 14
Seven Global Truths

15. YOUTHWIELD POWERFUL INFLUENCE:
One Youth Voice = Unprecedented Change
THE NEWLEADERSHIPPARADIGM:
Redefining TheDefinition and Role of a Leader
FRIENDSHIPBUILTON VALUES:
FriendshipsDefined By Shared ValuesvsInterests
TECH + THELOVE/HATEPARADOX:
Youth Have A Unique Relationship With Tech
YOUTHAREHEALTHAWARE, GUIDEDBY BALANCE
“Otherwise I’mHealthy” Prevailing Attitude
HAPPINESS REDEFINED, THENEW WE/Z ‘HAPPY EQUATION’
Happiness= Balance + Success+ Purpose
A BRAND CALLED, “ME”
Youth vs Brand AsStatus Symbol
YOUTH + YOUNG MILLENNIALS:
Seven Global Truths
15
1
2
3
4
5
6
7

16. Global youth have unprecedented influence over family decisions
that were once exclusive to grownups; this is a defining behavior
of a new global generation.
CULTURAL NUANCE: Voice vs Vote
• Youth in Western markets accept this as a given.
• Youth in China and India highly stressed the importance of being included and consulted.
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TRUTH 1 – Youth Wield Powerful Influence:
One Youth Voice = Unprecedented Change
My kids are more
involved in ourfamily
decisionsthan I was
when I was a kid
78% 61%
My family spendsmore
time togetherhaving
fun than I did with my
family as a kid
67%
I’m closerwith my kids
than my parents were
with me

17. • Driven by distinct attributes: mature, gritty,
brave, creative, change agents
• Changing the dynamic of the family:
influence + family time
• India youth pushing up against tradition and
maintaining duty and pride
• New rules for brands
• One youth voice = millions of voices of
change
ON INFLUENCE
17

18. TRUTH 2 - The New Leadership Paradigm
Redefining The Definition And Role of a Leader
PARENTS:
• Jump to categorizing kids into leaders vs. followers.
YOUTH:
• New definition through positive encouragement and
guidance vs command and control: “A leader makes a
difference in the world.”
• Likely product of more collaborative parenting style.
# 65
# 75
# 70
# 68
# 76
1
92
RANK
18
Global youth reject traditional, top-down mode of leadership
in favor of a lead-by-example, collaborative model.
“A leader should have clarity and confidence on how to pursue goals.
A true leader is one who can face any kind of situation in life, have
strong problem-solving abilities and have the courage that will let
people look up to him/her.
- Gopika, female, 17, India

19. ON LEADERSHIP
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• Emphasis on what leadership should be
used for vs roles/positions
• Leader = stands up for personal principles,
acts ethically, effects social change, cares
for people, fights injustices
• “A leaders brings people together to get
things done, takes action, changes the world
for the better.”
• Today’s youth don’t see themselves as
“leaders”: spirit is individualistic, each youth
voice/action drives change

20. TRUTH 3 - A Friendship Built On Values
Friendships Defined By Shared Values vs Interests
WHAT DO YOUTH VALUE IN FRIENDSHIPS?
PARENTS SAY:KIDS SAY:
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CULTURAL NUANCE:
India family-centered culture elevates the importance of traditional family
values, even in friendships.
Parents perceive proximity, convenience, shared interests as key drivers;
youth build friendships through values, morals, ethics, beliefs and priorities.

21. • Friendship is evolving: deeper connections
around trust, honesty, loyalty, shared
success markers
• Strong sense of identity; the influence of
peer pressure is starting to fade
• No tolerance for intolerance
• Brands as ‘best friends’: connect through
shared values
ON FRIENDSHIP
21

22. TRUTH 4 – Tech + The Love/Hate Paradox
Youth Have A Unique Relationship With Tech
• Staying in touch
• Instant access to
information + education
• Multitasking + Time
management
• Time consuming
• Promotes FOMO
• Data streaming limitations
THINGS YOUTH LOVE ABOUT TECH THINGS YOUTH HATE ABOUT TECH
(BESIDES DISTRACTION)
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• Alwaysavailable and
versatile
• Instant entertainment
• Increasesproductivity
• Addictive
• Safety and privacy issues
• Interfereswith relationships
Tech empowers and enables… until it doesn’t. High awareness of when tech
is supporting larger goals and when it’s working against them.

23. • Doesn’t hold same “magic” vs other gens:
first post-tech gen to abandon tech for
other activities
• Make connection between overuse and
health (led from the East)
• Distraction biggest drawback: FOMO +
JOMO still exists (more prevalent outside
US)
• Parents feel pride in what tech brings to
household: no more pester power
ON TECHNOLOGY
23

24. TRUTH 5 – Youth Are Health Aware, Guided by Balance
“Otherwise, I’m Healthy” Prevailing Attitude
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SIGNIFICANT COUNTRY VARIATIONS:
• CHINA: Highest ranked value of 92
• INDIA: Top 10 value
• AUSTRALIA: Mid-range
• US, UK & CANADA: Lower resonance
“BOTH/AND”: Health is a key focus and indulgence still
characterizes youth.
“Unlike their parents, who focus on a promotion and a better salary,
young Chinese in cities value peace of mind, good sleep, a healthy
diet and a happy family more.”
- Si, CEB Iconculture cultural fluent, China
June 2015
1
92
RANK
#1
#24
#18
#10
#26
#30

25. • Worry about health + work hard to
maintain; fear of losing parents
• Expert in “both/and”: parents acknowledge
smart choices/maintaining balance
• “Otherwise, I’m Healthy” prevailing attitude
• Traditional “diets” out: fast food is guilt-free
favorite/not enough exercise but awareness
leads to action
ON HEALTH
25

26. *India the only outlier; balance defined differently
SUCCESS
I feel better about myself
when I achieve a goal
BALANCE
I define my own balance:
equal parts fun, work,
wellness
PURPOSE
I am driven to reach the
goals/dreams most
important in my life
+ +HAPPINESS =
TRUTH 6 – Happiness Redefined, The New WE/Z ‘Happy Equation’
Happiness = Balance + Success + Purpose
26
# 1
# 2
1
92
Rank
# 9
# 13
# 19
# 20
BALANCE
IS THE KEY TO HAPPINESS
*

27. • Feel happy when they succeed, but
success is balance: first youth gen to
expertly self-regulate
• Happy = informed + connected + achieving
goals + feeling good mind/body +
indulging + practicing prudence + choosing
own life of purpose
• Look at future through (more) practical,
less idealistic lens
ON HAPPINESS
27

28. YOUTH VALUES + BRAND VALUES
MEANINGFUL CONNECTION
TRUTH 7: A Brand Called “ME”
Youth vs Brand as Status Symbol
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• There is a major shift in attitude toward brands. Global youth are passionate for brands that help to
build/enhance/make better their OWN PERSONAL brand.
• “ARE YOU MY BEST FRIEND?”: brands/organizations must understand the mindset and personal goals
of this youth generation.

29. ON BRANDS
U.S. YOUTH GLOBAL YOUTH
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QUALITY AND PRICE “MAKES A BETTER ME” ETHICAL/SOCIAL PRACTICES
REASONS FOR CHOOSING (OR AVOIDING) A CERTAIN BRAND

30. • Amplify their voice: make them feel special,
help to make their life better, build their
personal ‘brand’
• Create a memorable, personal experience;
be there when it counts, know what your
promise is and deliver on it (be authentic)
• Acknowledge them as an influencer: involve
them, give them a job to do, let them be
your advocate
• Know what they’re interested in, what their
issues are, what they’re learning about
• Have a heart, be kind to them and their
friends
CONNECTING WITH GEN WE
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31. EMPLOYING THE HUMAN PROJECT™
The Brand Humanizer tool
helps brands articulate their
own values in a way that is
relevant to human values and
then provides an analysis of
where brand values and
human values converge and
diverge.
A signature Zeno approach
to solving clients’ pressing
business challenges with
research and insights at the
core of our process.
A personalized, values-based
approach to research that
uncovers insights that matter.
Fueled by communities,
custom primary + secondary
research analysis and
strategic/creative solutions.
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THE HUMAN PROJECT transcends traditional IP, employing tools that
deliver bespoke brand solutions.
BRAND HUMANIZER BRAINFOREST WORKSHOPSCUSTOM RESEARCH