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A BRAND CALLED “ME”7
Top brands Youth identify with to build their own personal brand.
6
HAPPINESS=BALANCE + SUCCESS + PUR...
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The Human Project Infographic - 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.

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The Human Project Infographic - Zeno Group

  1. 1. A BRAND CALLED “ME”7 Top brands Youth identify with to build their own personal brand. 6 HAPPINESS=BALANCE + SUCCESS + PURPOSE HAPPINESS REDEFINED: THE NEW WE/Z ‘HAPPINESS EQUATION’ the equation MOST HEALTH AWARE GENERATION GUIDED BY BALANCE 5 Gen WE/Z Youth read food nutrition labels: Health is the #1 value among youth in China 73% USA 78% Canada 83% China 84% India 63% Australia 69% UK TECH + THE LOVE/HATE PARADOX4 NEARLY A QUARTER of global youth unplug from tech to maintain physical health. 24% FRIENDSHIP BUILT ON VALUES3 Youth friendships built on shared values vs interests. THE NEW LEADERSHIP PARADIGM GLOBAL YOUTH ARE REDEFINING LEADERSHIP 2 65th 68th 70th 75th 76th USA Canada Australia UK China India DECLINING VALUE OF TRADITIONAL LEADERSHIP VALUE OF MORE IMPORTANT EQUALITY #2 #7 #13 USA CanadaAustralia UK China India YOUTH WIELD POWERFUL INFLUENCE1 of parents plan major purchase descisions around their kids. 78% The Seven Global Truths FEARLESS PURSUIT OF THE UNEXPECTED www.zenogroup.com The Human Project™ used a combination of primary and secondary research and to provide an intimate portrait of youth and young Millennials born between 1991 and 2001, or currently 14 – 25 year-olds. Zeno Group divides the term “Global Youth” into two generations: “Gen WE” and “Gen Z.” We identify those between the ages of 14-20 as “Gen WE,” and younger Millennials, those 21 – 25 year olds, as “Gen Z.” The Human Project 2016 was conducted in China, United States, Australia, Canada, United Kingdom and India.

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