LONDON – March 25, 2014 – Viacom International Media Networks, a division of Viacom(NASDAQ: VIAB, VIA) today unveiled the results of “MTV Knowing Youth: 2020 Vision” at the Promax BDA conference in London.
The study, which covers a sample of more than 6,800 15-24 year olds across 34 countries*, revealed that overall, the future, as viewed by today’s youth, is more competitive, less secure, but full of opportunity.
“Our objective with this latest research study was to dive deeper into how Millennials think with a particular emphasis on their outlook for the future, especially the year 2020," said Christian Kurz, Vice President of Research, Insights & Reporting for VIMN. “At Viacom, we're committed to investing our resources to better understand and ultimately better serve this key demographic.We’ve talked to more than 60,000 Millennials over the past year all over the world about all aspects of their lives and know this audience better than anyone else.It allows us to keep our finger on the pulse and our MTV brand as fresh and evolving as possible.”
Notes to Editors: 2020 Vision: Key Findings
Millennials today are happy and motivated to change the world for the better.
Despite the troubled economic situation and fears around the job market, Millennials still describe themselves as ‘very happy.’Happiness is more important to them than wealth; indeed, they define success as ‘being happy’ and ‘being part of a loving family.’ They feel their generation ‘has the potential to change the world for the better’, and they are motivated to make that change themselves.
They have a sense of responsibility that is a key differentiator for this generation. They recognise the level of competition out there and the need to fight for what they want in order to succeed. They take the attitude you have to make the most of what you’ve got. This feels like a daunting yet exciting challenge, and one they are keen to rise to.
A fulfilling job is the ultimate motivator, more so than money, to ensure they are happy. That may well result in a portfolio career, making the most of their creativity and adaptability. Millennials recognize this as a key difference between them and their parents, who have been in the same career all their life. They see this as a positive as it means more freedom of choice and in control.
They carry a strong ‘desire to inspire’- 84% said their generation has the potential to change the world for the better. While they aren’t clear on how to individually contribute in making the world a better place on a macro level, they put their energy into helping individuals on a micro level, e.g. through volunteer work. If they do this, they feel they are contributing to the bigger picture. If everyone does this, then there is hope to make a difference overall.
Young people are excited about the future and the opportunities it holds – things can only get better.
They are socially rather than politically minded, although the two are interlinked. Changes to society are at the heart of improving the economic and political issues they observe today. They expect the world to become fairer and the economy to get better, and for everyone to “do their bit” for the greater good.
They are also an eco-minded generation, having been brought up with the realities of a planet running out of natural resources. Many of them want to see a world that takes better care of the environment.
They want and expect advances in science and technology to make life easier and faster in the future, but they are not naïve about this and don’t want to see a world ruled by robots. They place a high value on human-to-human contact and want technology to be something that facilitates rather than jeopardizes this above all.
Finally, because of their open-mindedness and global view on nearly everything, the Millennial generation are ever more incomprehensive of global conflict. They are perhaps not set apart from previous generations in their desire for peace, but it is nonetheless a strong theme for them, and their connectedness makes it feel like an even more personal mission for them into the future.
Young people today are true global citizens – 80% describe themselves as curious about the world
Travel is high up on the wish list and comes with a sense of necessity to be a rounded citizen. Driven by their inherent need to connect and share, they are constantly aspiring to broaden their networks and learn more about life through the different people they meet.
This desire to keep meeting new people also acknowledges their innate expectation for change. They appreciate the challenges that change brings, and see life as constantly evolving to bring them new people, places and experiences. Even if they ultimately end up in the same place they are now, they want to travel the world and experience different cultures in the meantime. This is a rite of passage in becoming a rounded, global citizen.
Overall, the future – as seen by today’s global youth – is:
For more insights from Viacom International Media Networks, please visit http://VIMNinsights.viacom.com.
*Countries:Argentina, Australia, Brazil, Canada, China, Egypt, France, Germany, Greece, Hungary, India, Italy, Japan, Malaysia, Mexico, Morocco, Netherlands, New Zealand, Nigeria, Philippines, Poland, Portugal, Russia, Saudi Arabia, Singapore, South Africa, Spain, Sweden, Thailand, Turkey, UK, US + Finland and Belgium