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The Human Project - Zeno Group

The Human Project - Zeno Group

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The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.

The Human Project is a multi-generational study of the minds of the most digitally intuitive generation yet. We’ve uncovered insights into how brands can stay relevant with the ever changing Gen Z.

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The Human Project - Zeno Group

  1. 1. 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
  2. 2. 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.
  3. 3. 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)
  4. 4. 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
  5. 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
  6. 6. 7 Global Youth & Young Millennials: Gen WE-Z
  7. 7. WE are the change WE want to seein the world. 8
  8. 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.
  9. 9. 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
  10. 10. WE values: DIFFERENTIATED* 11
  11. 11. SUCCESS HAPPINESS AUTHENTICITY PURPOSE COURTESY SHARING COMFORT FREEDOM EQUALITYLOYALTY 12
  12. 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
  13. 13. 14 Seven Global Truths
  14. 14. 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
  15. 15. 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
  16. 16. • 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
  17. 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
  18. 18. 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
  19. 19. 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.
  20. 20. • 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
  21. 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.
  22. 22. • 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
  23. 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
  24. 24. • 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
  25. 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 *
  26. 26. • 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
  27. 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.
  28. 28. 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
  29. 29. • 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
  30. 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

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