A BRAND CALLED “ME”7
Top brands Youth identify with to build their own personal brand.
HAPPINESS=BALANCE + SUCCESS + PURPOSE
THE NEW WE/Z ‘HAPPINESS EQUATION’
MOST HEALTH AWARE GENERATION
GUIDED BY BALANCE
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.
FRIENDSHIP BUILT ON VALUES3
Youth friendships built on shared values vs interests.
THE NEW LEADERSHIP PARADIGM
GLOBAL YOUTH ARE REDEFINING LEADERSHIP
VALUE OF TRADITIONAL
LEADERSHIP VALUE OF
USA CanadaAustralia UK
YOUTH WIELD POWERFUL INFLUENCE1
of parents plan major
around their kids.
The Seven Global Truths
FEARLESS PURSUIT OF THE UNEXPECTED
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.