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The Euro RSCG Millennial Survey surveyed 2,500 Millennials aged 18 to 24 in China, France, India, the UK and the US in 2010. The respondents were surveyed online evenly split between men and women. The report suggests that because they grew up with the uncertainty of the threat of terrorist attacks, wars, and religious conflicts, they value flexibility over long-range planning: “long-range planning has grown obsolete.” Only 13% don’t consider themselves happy, despite the economic and other problems they face: Most believe that in 20 years the world will be more polluted (79%), more dangerous (74%), less peaceful (63%), and less equality between the rich and poor (52% overall with Chinese and Indians predicting the world will be richer and more equal). However, 82% believe their generation has the power to help build a better future with the exception of the French pessimists (although 68% share this faith in their generation). This “post-ideological” generation believes in the “soft power” of individuals working together as in an NGO or charity over government’s ability to change. They emphasize “creativity, collaboration, and community” over politics. Most of them consider it very important to have faith in themselves (93%). They have more faith in women’s ability to lead change than men’s.

They share basic values and pastimes with their parents who brought wanted children into the world, unlike youth in the 60s who rebelled against authority. They look to their parents for advice and guidance and their most trusted source of information, despite their access to the Internet. They trust their parents but not politicians or religious leaders. Only 16% said religion will be a more important part of their life than it was for their parents. More than two-thirds (67%) think the world will be less religious in 2030 than it is today.

“Millennial: The Challenge Generation,” Prosumer Report, Europe RSCG worldwide, Vol 11, 2011. The Euro RSCG Millennial Survey surveyed 2,500 Millennials aged 18 to 24 in China, France, India, the UK and the US in 2010.

http://www.prosumer-report.com/blog/wp-content/uploads/2011/04/MGv16no%20crops.pdf

 

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