ASIA-PACIFIC – SHANGHAI, CHINA, MAY 31, 2011 – Chinese Millennials are highly optimistic, feel freedom equals happiness, are duty-bound to change the world, and want to be recognized rather than criticized. These are some of the key findings from the latest global Prosumer Report by Euro RSCG Worldwide called “Millennials: The Challenger Generation.
Born from the mid 1980s to 1990s, Millennials share some broadly similar experiences across the globe. They live in an ultra-connected world in which constraints of time and space have all but disappeared. They also live in a time of uncertainty and shifting geopolitical balance – but they are far from alike.
The study surveyed a total of 3,000 respondents across China, France, India, the United Kingdom, and the United States, exploring the habits and perspectives of the millennial generation with regard to the workplace, consumerism, family, and views of the future – and Chinese respondents differed from their global counterparts in significant ways.
Chinese Millennials have the following strong beliefs:
-Freedom Creates Happiness: Chinese youth were more likely than any other nation surveyed to agree with the idea that Freedom = Happiness.
-Duty and Power to Change the World: An incredible 97% of Chinese Millennials agree that “My generation has the duty to change the world,” – the highest of all markets surveyed.
-A Sense of Optimism: A significant majority of Millennials that in the next 20 years, the world will become more peaceful, rich, and egalitarian.
-Want to be Recognized, not Criticized: Millennials were often criticized as a passive, irresponsible generation. Consequently they are more likely to crave recognition – from their colleagues, parents, and brands.
“What we have found is a generation that, contrary to popular opinion, is not only highly engaged with the world around them, but also intent on creating meaningful social change that benefits society – with social media the enabler to creating that change,” said Edward Su, Managing Director, Euro RSCG China. “Among other findings, in China, more Millennials agree that ‘Social media is the new power of youth’ than any other market – and this has a number of implications for marketers.”
Prosumer Reports are a series of thought leadership publications by Euro RSCG Worldwide. For more information about Prosumer Reports and to download the latest research, “Millennials: The Challenger Generation,” please visit http://www.prosumer-report.com.
