The Human Project - Zeno Group

Zeno Group
Zeno GroupPublic Relations, Digital
The Human Project - Zeno Group
2
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
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.
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)
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
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
7
Global Youth &
Young Millennials:
Gen WE-Z
WE are
the change
WE want to seein the world.
8
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.
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
WE values:
DIFFERENTIATED*
11
SUCCESS
HAPPINESS
AUTHENTICITY
PURPOSE
COURTESY
SHARING
COMFORT
FREEDOM
EQUALITYLOYALTY
12
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
Seven Global Truths
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
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.
16
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
• 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
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
ON LEADERSHIP
19
• 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
TRUTH 3 - A Friendship Built On Values
Friendships Defined By Shared Values vs Interests
WHAT DO YOUTH VALUE IN FRIENDSHIPS?
PARENTS SAY:KIDS SAY:
20
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.
• 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
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)
22
• 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.
• 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
TRUTH 5 – Youth Are Health Aware, Guided by Balance
“Otherwise, I’m Healthy” Prevailing Attitude
24
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
• 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
*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
*
• 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
YOUTH VALUES + BRAND VALUES
MEANINGFUL CONNECTION
TRUTH 7: A Brand Called “ME”
Youth vs Brand as Status Symbol
28
• 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.
ON BRANDS
U.S. YOUTH GLOBAL YOUTH
29
QUALITY AND PRICE “MAKES A BETTER ME” ETHICAL/SOCIAL PRACTICES
REASONS FOR CHOOSING (OR AVOIDING) A CERTAIN BRAND
• 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
30
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.
31
THE HUMAN PROJECT transcends traditional IP, employing tools that
deliver bespoke brand solutions.
BRAND HUMANIZER BRAINFOREST WORKSHOPSCUSTOM RESEARCH
1 of 31

Recommended

WeChat mini programs in China 2020 report by daxue consulting by
WeChat mini programs in China 2020 report by daxue consultingWeChat mini programs in China 2020 report by daxue consulting
WeChat mini programs in China 2020 report by daxue consultingDaxue Consulting
52.2K views65 slides
Mapping Manulife's Direct to Consumer Path-to-Purchase by
Mapping Manulife's Direct to Consumer Path-to-PurchaseMapping Manulife's Direct to Consumer Path-to-Purchase
Mapping Manulife's Direct to Consumer Path-to-PurchaseDelvinia
12.3K views28 slides
The Art of the Minimum Viable Product (MVP) by
The Art of the Minimum Viable Product (MVP)The Art of the Minimum Viable Product (MVP)
The Art of the Minimum Viable Product (MVP)Movel
5.9K views44 slides
Socio economic classification in nig by
Socio economic classification in nigSocio economic classification in nig
Socio economic classification in nigEmmanuel Jaitto-Jeffrey
13.1K views2 slides
Consumer Analyst Group of New York (CAGNY) Conference 2023 by
Consumer Analyst Group of New York (CAGNY) Conference 2023Consumer Analyst Group of New York (CAGNY) Conference 2023
Consumer Analyst Group of New York (CAGNY) Conference 2023Sysco_Investors
42.5K views46 slides
China Chic - The Emergence of Chinese Luxury Brands Report by daxue consulting by
China Chic  - The Emergence of Chinese Luxury Brands Report by daxue consultingChina Chic  - The Emergence of Chinese Luxury Brands Report by daxue consulting
China Chic - The Emergence of Chinese Luxury Brands Report by daxue consultingDaxue Consulting
23.6K views54 slides

More Related Content

What's hot

PMAX x BrandsVietnam.pdf by
PMAX x BrandsVietnam.pdfPMAX x BrandsVietnam.pdf
PMAX x BrandsVietnam.pdfssuser609133
2.2K views33 slides
Startup Business Models by
Startup Business ModelsStartup Business Models
Startup Business ModelsMustafa Kuğu
2K views32 slides
2023 brand & digital marketing Trends by
2023 brand & digital marketing Trends2023 brand & digital marketing Trends
2023 brand & digital marketing TrendsAldridge Christian Seubelan
363 views10 slides
Digital ecosystem: how to manage your paid, owned and earned media by
Digital ecosystem: how to manage your paid, owned and earned mediaDigital ecosystem: how to manage your paid, owned and earned media
Digital ecosystem: how to manage your paid, owned and earned mediaReading Room Singapore
14.1K views55 slides
Tata neu.pdf by
Tata neu.pdfTata neu.pdf
Tata neu.pdfBhavikPrajapati46
194 views21 slides
Social Media Trends 2023 - MarketingTrips.pdf by
Social Media Trends 2023 - MarketingTrips.pdfSocial Media Trends 2023 - MarketingTrips.pdf
Social Media Trends 2023 - MarketingTrips.pdfMarketingTrips
2K views93 slides

What's hot(20)

PMAX x BrandsVietnam.pdf by ssuser609133
PMAX x BrandsVietnam.pdfPMAX x BrandsVietnam.pdf
PMAX x BrandsVietnam.pdf
ssuser6091332.2K views
Digital ecosystem: how to manage your paid, owned and earned media by Reading Room Singapore
Digital ecosystem: how to manage your paid, owned and earned mediaDigital ecosystem: how to manage your paid, owned and earned media
Digital ecosystem: how to manage your paid, owned and earned media
Social Media Trends 2023 - MarketingTrips.pdf by MarketingTrips
Social Media Trends 2023 - MarketingTrips.pdfSocial Media Trends 2023 - MarketingTrips.pdf
Social Media Trends 2023 - MarketingTrips.pdf
MarketingTrips 2K views
150 Growth Leaders You Must Follow on Twitter by Faisal Al-Khalidi
150 Growth Leaders You Must Follow on Twitter150 Growth Leaders You Must Follow on Twitter
150 Growth Leaders You Must Follow on Twitter
Faisal Al-Khalidi45.4K views
Marketing FY15 AOP FINAL ELT PRESENTATION PDF 5.14 by Rob Borella
Marketing FY15 AOP FINAL ELT PRESENTATION PDF 5.14Marketing FY15 AOP FINAL ELT PRESENTATION PDF 5.14
Marketing FY15 AOP FINAL ELT PRESENTATION PDF 5.14
Rob Borella598 views
Webinar: How to a Build A Social Media Plan by Hootsuite
Webinar: How to a Build A Social Media PlanWebinar: How to a Build A Social Media Plan
Webinar: How to a Build A Social Media Plan
Hootsuite41.1K views
Personal Brand.pdf by GiorgiaVela
Personal Brand.pdfPersonal Brand.pdf
Personal Brand.pdf
GiorgiaVela343 views
Online Higher Education & Lifelong learning – 10x Growth Potential - A $5B Op... by RedSeer
Online Higher Education & Lifelong learning – 10x Growth Potential - A $5B Op...Online Higher Education & Lifelong learning – 10x Growth Potential - A $5B Op...
Online Higher Education & Lifelong learning – 10x Growth Potential - A $5B Op...
RedSeer2.5K views
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet) by Petra Neiger
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)
Petra Neiger13.3K views
Online grocery: What brands need to know? by RedSeer
Online grocery: What brands need to know?Online grocery: What brands need to know?
Online grocery: What brands need to know?
RedSeer3.6K views
Digitising Consumers in India - BCG & Matrix Study by ssuserf1f48a
Digitising Consumers in India - BCG & Matrix StudyDigitising Consumers in India - BCG & Matrix Study
Digitising Consumers in India - BCG & Matrix Study
ssuserf1f48a133 views
Digital Marketing Trends for 2022 by Vbout.com
Digital Marketing Trends for 2022Digital Marketing Trends for 2022
Digital Marketing Trends for 2022
Vbout.com3K views
Meaningfully Different Brands by Kantar
Meaningfully Different BrandsMeaningfully Different Brands
Meaningfully Different Brands
Kantar4.7K views
Gen Z: 2022 Trends, Analysis and Consumer Insights by Zeno Group
Gen Z: 2022 Trends, Analysis and Consumer InsightsGen Z: 2022 Trends, Analysis and Consumer Insights
Gen Z: 2022 Trends, Analysis and Consumer Insights
Zeno Group1.5K views
Brand Partnerships: Why They Matter for D2C Brands by AdRoll
Brand Partnerships: Why They Matter for D2C BrandsBrand Partnerships: Why They Matter for D2C Brands
Brand Partnerships: Why They Matter for D2C Brands
AdRoll1.9K views

Similar to The Human Project - Zeno Group

ROLE OF YOUTH IN COMMUNITY DEVELOPMENT & SUSTAINABLE DEVELOPMENT by
ROLE  OF  YOUTHIN COMMUNITY  DEVELOPMENT& SUSTAINABLE  DEVELOPMENTROLE  OF  YOUTHIN COMMUNITY  DEVELOPMENT& SUSTAINABLE  DEVELOPMENT
ROLE OF YOUTH IN COMMUNITY DEVELOPMENT & SUSTAINABLE DEVELOPMENTarunillam2000
865 views49 slides
Generations: A Perspective to Employee Engagement by
Generations:  A Perspective to Employee EngagementGenerations:  A Perspective to Employee Engagement
Generations: A Perspective to Employee Engagementsbasu_71
669 views11 slides
Challenges and opportunities for adolescent by
Challenges and opportunities for adolescentChallenges and opportunities for adolescent
Challenges and opportunities for adolescentbongsir
7.1K views63 slides
How to successfully parent college-age kids by
How to successfully parent college-age kidsHow to successfully parent college-age kids
How to successfully parent college-age kidsJeanette C. Patindol
148 views12 slides
Generational influences on academic dentistry by
Generational influences on academic dentistryGenerational influences on academic dentistry
Generational influences on academic dentistryRusty Tippetts
204 views76 slides
ETHICS-FINALS-Part-2.pdf by
ETHICS-FINALS-Part-2.pdfETHICS-FINALS-Part-2.pdf
ETHICS-FINALS-Part-2.pdfJoyceAnneDomino
34 views6 slides

Similar to The Human Project - Zeno Group(20)

ROLE OF YOUTH IN COMMUNITY DEVELOPMENT & SUSTAINABLE DEVELOPMENT by arunillam2000
ROLE  OF  YOUTHIN COMMUNITY  DEVELOPMENT& SUSTAINABLE  DEVELOPMENTROLE  OF  YOUTHIN COMMUNITY  DEVELOPMENT& SUSTAINABLE  DEVELOPMENT
ROLE OF YOUTH IN COMMUNITY DEVELOPMENT & SUSTAINABLE DEVELOPMENT
arunillam2000865 views
Generations: A Perspective to Employee Engagement by sbasu_71
Generations:  A Perspective to Employee EngagementGenerations:  A Perspective to Employee Engagement
Generations: A Perspective to Employee Engagement
sbasu_71669 views
Challenges and opportunities for adolescent by bongsir
Challenges and opportunities for adolescentChallenges and opportunities for adolescent
Challenges and opportunities for adolescent
bongsir7.1K views
Generational influences on academic dentistry by Rusty Tippetts
Generational influences on academic dentistryGenerational influences on academic dentistry
Generational influences on academic dentistry
Rusty Tippetts204 views
Young People and the Future of Emerging Markets by Young Lives Oxford
Young People and the Future of Emerging MarketsYoung People and the Future of Emerging Markets
Young People and the Future of Emerging Markets
Young Lives Oxford1.2K views
Lex Chamber Presentation 3 4 2015 by Frank Fletcher
Lex Chamber Presentation 3 4 2015Lex Chamber Presentation 3 4 2015
Lex Chamber Presentation 3 4 2015
Frank Fletcher595 views
ENGLISH ALS PROJECT.pptx by TannuGupta25
ENGLISH ALS PROJECT.pptxENGLISH ALS PROJECT.pptx
ENGLISH ALS PROJECT.pptx
TannuGupta254.1K views
Creating Something Out of Nothing: Social Media in the Nonprofit Sector by Rebecca Gordon
Creating Something Out of Nothing: Social Media in the Nonprofit SectorCreating Something Out of Nothing: Social Media in the Nonprofit Sector
Creating Something Out of Nothing: Social Media in the Nonprofit Sector
Rebecca Gordon812 views
The Future of Millennial Giving: Wheels of Engagement by Graeme Byrd
The Future of Millennial Giving: Wheels of EngagementThe Future of Millennial Giving: Wheels of Engagement
The Future of Millennial Giving: Wheels of Engagement
Graeme Byrd1.1K views
(connectivity + relationships + engagement) / generations by Graeme Byrd
(connectivity + relationships + engagement) / generations(connectivity + relationships + engagement) / generations
(connectivity + relationships + engagement) / generations
Graeme Byrd502 views
Making the most of millennial talent webinar final (1) by Lynn Miller
Making the most of millennial talent webinar final (1)Making the most of millennial talent webinar final (1)
Making the most of millennial talent webinar final (1)
Lynn Miller1.1K views

More from Zeno Group

Using Audience Intelligence to Architect a Content Strategy by
Using Audience Intelligence to Architect a Content StrategyUsing Audience Intelligence to Architect a Content Strategy
Using Audience Intelligence to Architect a Content StrategyZeno Group
225 views7 slides
How to Reach B2B Buyers with Influencer Marketing in 2020 by
How to Reach B2B Buyers with Influencer Marketing in 2020How to Reach B2B Buyers with Influencer Marketing in 2020
How to Reach B2B Buyers with Influencer Marketing in 2020Zeno Group
414 views9 slides
A Historic Moment: The Values Shift in Pandemic America by
A Historic Moment: The Values Shift in Pandemic AmericaA Historic Moment: The Values Shift in Pandemic America
A Historic Moment: The Values Shift in Pandemic AmericaZeno Group
1.1K views14 slides
COVID 19 Media Analysis & Audience Intelligence by
COVID 19 Media Analysis & Audience IntelligenceCOVID 19 Media Analysis & Audience Intelligence
COVID 19 Media Analysis & Audience IntelligenceZeno Group
577 views6 slides
Audience Analysis: Blockchain 2020 by
Audience Analysis: Blockchain 2020Audience Analysis: Blockchain 2020
Audience Analysis: Blockchain 2020Zeno Group
218 views4 slides
Forbes Contributors Audience Analysis 2020 by
Forbes Contributors Audience Analysis 2020Forbes Contributors Audience Analysis 2020
Forbes Contributors Audience Analysis 2020Zeno Group
264 views4 slides

More from Zeno Group(20)

Using Audience Intelligence to Architect a Content Strategy by Zeno Group
Using Audience Intelligence to Architect a Content StrategyUsing Audience Intelligence to Architect a Content Strategy
Using Audience Intelligence to Architect a Content Strategy
Zeno Group225 views
How to Reach B2B Buyers with Influencer Marketing in 2020 by Zeno Group
How to Reach B2B Buyers with Influencer Marketing in 2020How to Reach B2B Buyers with Influencer Marketing in 2020
How to Reach B2B Buyers with Influencer Marketing in 2020
Zeno Group414 views
A Historic Moment: The Values Shift in Pandemic America by Zeno Group
A Historic Moment: The Values Shift in Pandemic AmericaA Historic Moment: The Values Shift in Pandemic America
A Historic Moment: The Values Shift in Pandemic America
Zeno Group1.1K views
COVID 19 Media Analysis & Audience Intelligence by Zeno Group
COVID 19 Media Analysis & Audience IntelligenceCOVID 19 Media Analysis & Audience Intelligence
COVID 19 Media Analysis & Audience Intelligence
Zeno Group577 views
Audience Analysis: Blockchain 2020 by Zeno Group
Audience Analysis: Blockchain 2020Audience Analysis: Blockchain 2020
Audience Analysis: Blockchain 2020
Zeno Group218 views
Forbes Contributors Audience Analysis 2020 by Zeno Group
Forbes Contributors Audience Analysis 2020Forbes Contributors Audience Analysis 2020
Forbes Contributors Audience Analysis 2020
Zeno Group264 views
Data Scientist Audience Analysis 2020 by Zeno Group
Data Scientist Audience Analysis 2020Data Scientist Audience Analysis 2020
Data Scientist Audience Analysis 2020
Zeno Group384 views
Audience Analysis: Artificial Intelligence 2020 by Zeno Group
Audience Analysis: Artificial Intelligence 2020Audience Analysis: Artificial Intelligence 2020
Audience Analysis: Artificial Intelligence 2020
Zeno Group153 views
2019 Audience Intelligence: IT Decision Makers by Zeno Group
2019 Audience Intelligence: IT Decision Makers2019 Audience Intelligence: IT Decision Makers
2019 Audience Intelligence: IT Decision Makers
Zeno Group483 views
Hyperconverged Infrastructure - 2018 Media & Influencer Analysis by Zeno Group
Hyperconverged Infrastructure - 2018 Media & Influencer AnalysisHyperconverged Infrastructure - 2018 Media & Influencer Analysis
Hyperconverged Infrastructure - 2018 Media & Influencer Analysis
Zeno Group1.4K views
Unified Communications: 2018 Media & Influencer Analysis by Zeno Group
Unified Communications: 2018 Media & Influencer AnalysisUnified Communications: 2018 Media & Influencer Analysis
Unified Communications: 2018 Media & Influencer Analysis
Zeno Group369 views
Meeting Solutions: 2018 Media & Influencer Analysis by Zeno Group
Meeting Solutions: 2018 Media & Influencer AnalysisMeeting Solutions: 2018 Media & Influencer Analysis
Meeting Solutions: 2018 Media & Influencer Analysis
Zeno Group179 views
SIEM Security: 2018 Media & Influencer Analysis by Zeno Group
SIEM Security: 2018 Media & Influencer AnalysisSIEM Security: 2018 Media & Influencer Analysis
SIEM Security: 2018 Media & Influencer Analysis
Zeno Group537 views
Automation & Robotics: 2018 Media & Influencer Analysis by Zeno Group
Automation & Robotics: 2018 Media & Influencer AnalysisAutomation & Robotics: 2018 Media & Influencer Analysis
Automation & Robotics: 2018 Media & Influencer Analysis
Zeno Group236 views
Managed Security Services: 2018 Media & Influencer Analysis by Zeno Group
Managed Security Services: 2018 Media & Influencer AnalysisManaged Security Services: 2018 Media & Influencer Analysis
Managed Security Services: 2018 Media & Influencer Analysis
Zeno Group317 views
Future of Work: 2018 Media & Influencer Analysis by Zeno Group
Future of Work: 2018 Media & Influencer AnalysisFuture of Work: 2018 Media & Influencer Analysis
Future of Work: 2018 Media & Influencer Analysis
Zeno Group306 views
Enterprise Network Firewalls: 2018 Media & Influencer Analysis by Zeno Group
Enterprise Network Firewalls: 2018 Media & Influencer AnalysisEnterprise Network Firewalls: 2018 Media & Influencer Analysis
Enterprise Network Firewalls: 2018 Media & Influencer Analysis
Zeno Group271 views
Digital Transformation: 2018 Media & Influencer Analysis by Zeno Group
Digital Transformation: 2018 Media & Influencer AnalysisDigital Transformation: 2018 Media & Influencer Analysis
Digital Transformation: 2018 Media & Influencer Analysis
Zeno Group333 views
Data Science: 2018 Media & Influencer Analysis by Zeno Group
Data Science: 2018 Media & Influencer AnalysisData Science: 2018 Media & Influencer Analysis
Data Science: 2018 Media & Influencer Analysis
Zeno Group261 views
Cloud Access Security Broker CASB: 2018 Media & Influencer Analysis by Zeno Group
Cloud Access Security Broker CASB: 2018 Media & Influencer AnalysisCloud Access Security Broker CASB: 2018 Media & Influencer Analysis
Cloud Access Security Broker CASB: 2018 Media & Influencer Analysis
Zeno Group195 views

Recently uploaded

Year in Review by
Year in ReviewYear in Review
Year in ReviewRebecca731061
33 views11 slides
Branding Proposal for Company.pptx by
Branding Proposal for Company.pptxBranding Proposal for Company.pptx
Branding Proposal for Company.pptxDSOMGuy
5 views10 slides
Monetizing Your Newsletter with Affiliate Marketing by
Monetizing Your Newsletter with Affiliate MarketingMonetizing Your Newsletter with Affiliate Marketing
Monetizing Your Newsletter with Affiliate MarketingDavid Clayton
8 views7 slides
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdf by
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdfTurning Business Challenges into Testable Ideas - 29 Nov '23.pdf
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdfVWO
52 views27 slides
How to leverage E-E-A-T to boost your international expansion by
How to leverage E-E-A-T to boost your international expansionHow to leverage E-E-A-T to boost your international expansion
How to leverage E-E-A-T to boost your international expansionGemma Fontane
6 views117 slides
Matthew-case-study-v2.pdf by
Matthew-case-study-v2.pdfMatthew-case-study-v2.pdf
Matthew-case-study-v2.pdfkowsikpirabhusr1
22 views23 slides

Recently uploaded(20)

Branding Proposal for Company.pptx by DSOMGuy
Branding Proposal for Company.pptxBranding Proposal for Company.pptx
Branding Proposal for Company.pptx
DSOMGuy5 views
Monetizing Your Newsletter with Affiliate Marketing by David Clayton
Monetizing Your Newsletter with Affiliate MarketingMonetizing Your Newsletter with Affiliate Marketing
Monetizing Your Newsletter with Affiliate Marketing
David Clayton8 views
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdf by VWO
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdfTurning Business Challenges into Testable Ideas - 29 Nov '23.pdf
Turning Business Challenges into Testable Ideas - 29 Nov '23.pdf
VWO52 views
How to leverage E-E-A-T to boost your international expansion by Gemma Fontane
How to leverage E-E-A-T to boost your international expansionHow to leverage E-E-A-T to boost your international expansion
How to leverage E-E-A-T to boost your international expansion
Gemma Fontane6 views
Unlocking Growth in the Digital Age - A Digital Marketing Plan for SMEs in 2024 by Partha Dutta
Unlocking Growth in the Digital Age - A Digital Marketing Plan for SMEs in 2024Unlocking Growth in the Digital Age - A Digital Marketing Plan for SMEs in 2024
Unlocking Growth in the Digital Age - A Digital Marketing Plan for SMEs in 2024
Partha Dutta6 views
The evolution of internet.pptx by ssuser520a351
The evolution of internet.pptxThe evolution of internet.pptx
The evolution of internet.pptx
ssuser520a3516 views
Kate Fuad - Marketing Portfolio by katherinefuad
Kate Fuad - Marketing PortfolioKate Fuad - Marketing Portfolio
Kate Fuad - Marketing Portfolio
katherinefuad6 views
Marketing Stories 2023 - Year in Review.pdf by Digital Uncovered
Marketing Stories 2023 - Year in Review.pdfMarketing Stories 2023 - Year in Review.pdf
Marketing Stories 2023 - Year in Review.pdf
Growth strategies for SaaS MRR $10,000 (by TheBootstrappedWay.com) by Daniel Pirciu
Growth strategies for SaaS MRR $10,000 (by TheBootstrappedWay.com)Growth strategies for SaaS MRR $10,000 (by TheBootstrappedWay.com)
Growth strategies for SaaS MRR $10,000 (by TheBootstrappedWay.com)
Daniel Pirciu9 views
The Canvas of Creative Mastery Newsletter_November 2023 by AmirYakdi
The Canvas of Creative Mastery Newsletter_November 2023The Canvas of Creative Mastery Newsletter_November 2023
The Canvas of Creative Mastery Newsletter_November 2023
AmirYakdi107 views
GDPR Compliant Growth Hacks (TheBootstrappedWay.com) by Daniel Pirciu
GDPR Compliant Growth Hacks (TheBootstrappedWay.com)GDPR Compliant Growth Hacks (TheBootstrappedWay.com)
GDPR Compliant Growth Hacks (TheBootstrappedWay.com)
Daniel Pirciu5 views
Weekly Media Update_28_11_2023.pdf by BalmerLawrie
Weekly Media Update_28_11_2023.pdfWeekly Media Update_28_11_2023.pdf
Weekly Media Update_28_11_2023.pdf
BalmerLawrie15 views
7 Benefits of Child Welfare Management Software by jeremyray18
7 Benefits of Child Welfare Management Software7 Benefits of Child Welfare Management Software
7 Benefits of Child Welfare Management Software
jeremyray188 views
E-commerce Marketing by Nabil Abidi
E-commerce MarketingE-commerce Marketing
E-commerce Marketing
Nabil Abidi66 views

The Human Project - Zeno Group

  • 2. 2 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
  • 7. 7 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
  • 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
  • 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. 16 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 19 • 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: 20 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) 22 • 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 24 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 28 • 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 29 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 30
  • 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. 31 THE HUMAN PROJECT transcends traditional IP, employing tools that deliver bespoke brand solutions. BRAND HUMANIZER BRAINFOREST WORKSHOPSCUSTOM RESEARCH