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THE HUMAN PROJECT™A global research study and strategic methodology that connects brands and organizations with people. In 2016, The Human Project presents an intimate portrait of global youth and young Millennials, a generation of men and women who wield powerful influence and are vastly different than previous youth generations. The challenge for brands and organizations to swiftly connect with these influencers is large and complex.

5183 Youth, Young Millennials and Parents were studied across six countries: US, UK, China, India, Australia and Canada

THE HUMAN PROJECTA Global Study

POPULATIONSTUDIED

US Canada China India Australia UK

1549 641 1033 798 593 569Total Global Sample for Human Project 2016 = 5183

ZENO GROUP +CEB ICONOCULTURE

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1557 PARENTS with children 13-18 years old in the household

DEMOGRAPHICSMARKETS STUDIED

3626 YOUTHinterviewed

In most cases, US youth were used as a benchmark to compare youth in Australia, Canada, China, India and the UK.

GLOBAL YOUTH = YOUTH + YOUNG MILLENNIALS

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A large proportion work some sort of job (> 40%)

The majority of Global Youth are students (> 60%)

Born between 1991 and 2001 (14-25 YRS OLD)

WHY THEY MATTER

* Based on the most conservative projections for each country

2015 POPULATION PROJECTIONS*14 TO 25-YEAR-OLDS

2.9M 4M 190M 234M 7.4M 42.9M

PERCENTAGE OF HOUSEHOLDS WITH KIDS AGE 13-21 THAT ARE UPPER MIDDLE CLASS OR HIGHER

65% 67% 71% 36%87% 55%

NOTE: In China and India, sample resembles internet population and thus skews toward a more affluent demographic 5

Events Defining A Generation 2004 to 2015

2004 Madrid subway bombing; Facebook launches (worldwide 2005); tsunami; Web 2.0

2005 London transit suicide bombing; Angela Merkel becomes first female German chancellor; YouTube launches; Hurricane Katrina

2006 Twitter launches; Saddam Hussein is executed

2007 Global economic downfall; iPhone and Kindle launch

2008 Barack Obama is elected US president

2009 Swine flu; Michael Jackson dies

2010 Chilean miners trapped; Wikileaks; BP oil spill

2011 Arab Spring; Occupy movement; Osama bin Laden killed; Fukushima Daiichi nuclear disaster; Steve Jobs dies

2012 Michael Phelps/London Olympics; Hurricane Sandy

2013 Prince George born; Edward Snowden; LGBT rights; Pope Francis; Mandela dies

2014 World Cup; oil prices crash; Ebola; ISIS; Russia annexes Crimea

2015 Caitlyn Jenner; iWatch; California drought; Marriage Equality Act; Iran deal; Charleston; Europe refugee crisis; earthquakes in Nepal; continued ISIS threatParis + CA bombings

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Global Youth & Young Millennials:

Gen WE-Z

WE arethe change

WE want to seein the world.

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Influencing disproportionately; unprecedented openness/voice; determined to change the world

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UNIQUE

INFLUENTIAL

THEY ARE OUR FUTURE

Values/behaviors; born on the web, masters of platform; first post-

globalization gen; multicultural, embrace multiple perspectives.

By 2024, 50% of Gen WE will work in jobs that don’t exist today. Worry current economic conditions will spoil their

future.

UNIQUE: Rapid Teaming (vs ‘Tribes’), More: vocal/outspoken, experimental, curious/open to new experiences + people with diverse backgrounds, gender agnostic. Less: idealistic

CELEBRATE: INDIVIDUALITY NOT DIVERSITY

• Self-aware, savvy, creative, compassionate, brave

• Inherited parent’s pragmatism

• Value aware: sense own family’s economic power

• More committed to equal opportunity for all + common person’s voice.

• Social responsibility is the new religion

WE values:DIFFERENTIATED*

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SUCCESSHAPPINESS

AUTHENTICITY

PURPOSE

COURTESY

SHARING

COMFORT FREEDOM

EQUALITYLOYALTY12

Having “voice,” making a mark, being unique, making a difference

Success in life, creating change, understanding who they are in the larger world

Being asked for and sharing opinion

Raising awareness of issues that affect kids most

Having an outlet for creativity, enriching experiences

HOPESNot being heard or taken seriously

Their future; waiting until adulthood to realize dreams, boredom at work/stuck in job

Bad economy will spoil their future

Losing family/loved ones; having a life that is not better than parents

Not being connected/part of the whole

FEARS

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Seven Global Truths

YOUTH WIELD POWERFUL INFLUENCE:One Youth Voice = Unprecedented Change

THE NEW LEADERSHIP PARADIGM:Redefining The Definition and Role of a Leader

FRIENDSHIP BUILT ON VALUES:Friendships Defined By Shared Values vs Interests

TECH + THE LOVE/HATE PARADOX:Youth Have A Unique Relationship With Tech

YOUTH ARE HEALTH AWARE, GUIDED BY BALANCE“Otherwise I’m Healthy” Prevailing Attitude

HAPPINESS REDEFINED, THE NEW WE/Z ‘HAPPY EQUATION’Happiness = Balance + Success + Purpose

A BRAND CALLED, “ME”Youth vs Brand As Status Symbol

YOUTH + YOUNG MILLENNIALS: Seven Global Truths

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Global youth have unprecedented influence over family decisions that were once exclusive to grownups; this is a defining behavior of a new global generation.

CULTURAL NUANCE: Voice vs Vote• Youth in Western markets accept this as a given.• Youth in China and India highly stressed the importance of being included and consulted.

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TRUTH 1 – Youth Wield Powerful Influence:One Youth Voice = Unprecedented Change

My kids are more involved in our family decisions than I was when I was a kid

78% 61%My family spends more time together having fun than I did with my family as a kid

67%I’m closer with my kids than my parents were with me

• Driven by distinct attributes: mature, gritty, brave, creative, change agents

• Changing the dynamic of the family: influence + family time

• India youth pushing up against tradition and maintaining duty and pride

• New rules for brands

• One youth voice = millions of voices of change

ON INFLUENCE

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TRUTH 2 - The New Leadership ParadigmRedefining The Definition And Role of a Leader

PARENTS:• Jump to categorizing kids into leaders vs. followers.

YOUTH:• New definition through positive encouragement and

guidance vs command and control: “A leader makes a difference in the world.”

• Likely product of more collaborative parenting style.

# 65

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Global youth reject traditional, top-down mode of leadership in favor of a lead-by-example, collaborative model.

“A leader should have clarity and confidence on how to pursue goals. A true leader is one who can face any kind of situation in life, have strong problem-solving abilities and have the courage that will let people look up to him/her.

- Gopika, female, 17, India

ON LEADERSHIP

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• Emphasis on what leadership should be used for vs roles/positions

• Leader = stands up for personal principles, acts ethically, effects social change, cares for people, fights injustices

• “A leaders brings people together to get things done, takes action, changes the world for the better.”

• Today’s youth don’t see themselves as “leaders”: spirit is individualistic, each youth voice/action drives change

TRUTH 3 - A Friendship Built On ValuesFriendships Defined By Shared Values vs Interests

WHAT DO YOUTH VALUE IN FRIENDSHIPS?

PARENTS SAY:KIDS SAY:

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CULTURAL NUANCE: India family-centered culture elevates the importance of traditional family values, even in friendships.

Parents perceive proximity, convenience, shared interests as key drivers; youth build friendships through values, morals, ethics, beliefs and priorities.

• Friendship is evolving: deeper connections around trust, honesty, loyalty, shared success markers

• Strong sense of identity; the influence of peer pressure is starting to fade

• No tolerance for intolerance

• Brands as ‘best friends’: connect through shared values

ON FRIENDSHIP

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TRUTH 4 – Tech + The Love/Hate ParadoxYouth Have A Unique Relationship With Tech

• Staying in touch• Instant access to

information + education• Multitasking + Time

management

• Time consuming• Promotes FOMO• Data streaming limitations

THINGS YOUTH LOVE ABOUT TECH THINGS YOUTH HATE ABOUT TECH(BESIDES DISTRACTION)

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• Always available and versatile

• Instant entertainment• Increases productivity

• Addictive• Safety and privacy issues• Interferes with relationships

Tech empowers and enables… until it doesn’t. High awareness of when tech is supporting larger goals and when it’s working against them.

• Doesn’t hold same “magic” vs other gens: first post-tech gen to abandon tech for other activities

• Make connection between overuse and health (led from the East)

• Distraction biggest drawback: FOMO + JOMO still exists (more prevalent outside US)

• Parents feel pride in what tech brings to household: no more pester power

ON TECHNOLOGY

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TRUTH 5 – Youth Are Health Aware, Guided by Balance“Otherwise, I’m Healthy” Prevailing Attitude

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SIGNIFICANT COUNTRY VARIATIONS:• CHINA: Highest ranked value of 92• INDIA: Top 10 value• AUSTRALIA: Mid-range• US, UK & CANADA: Lower resonance

“BOTH/AND”: Health is a key focus and indulgence still characterizes youth.

“Unlike their parents, who focus on a promotion and a better salary, young Chinese in cities value peace of mind, good sleep, a healthy diet and a happy family more.”

- Si, CEB Iconculture cultural fluent, ChinaJune 2015

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• Worry about health + work hard to maintain; fear of losing parents

• Expert in “both/and”: parents acknowledge smart choices/maintaining balance

• “Otherwise, I’m Healthy” prevailing attitude

• Traditional “diets” out: fast food is guilt-free favorite/not enough exercise but awareness leads to action

ON HEALTH

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*India the only outlier; balance defined differently

SUCCESSI feel better about myself

when I achieve a goal

BALANCEI define my own balance:

equal parts fun, work, wellness

PURPOSEI am driven to reach the

goals/dreams most important in my life

+ +HAPPINESS =

TRUTH 6 – Happiness Redefined, The New WE/Z ‘Happy Equation’Happiness = Balance + Success + Purpose

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k

# 9

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BALANCEIS THE KEY TO HAPPINESS

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• Feel happy when they succeed, but success is balance: first youth gen to expertly self-regulate

• Happy = informed + connected + achieving goals + feeling good mind/body + indulging + practicing prudence + choosing own life of purpose

• Look at future through (more) practical, less idealistic lens

ON HAPPINESS

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YOUTH VALUES + BRAND VALUES MEANINGFUL CONNECTION

TRUTH 7: A Brand Called “ME”Youth vs Brand as Status Symbol

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• There is a major shift in attitude toward brands. Global youth are passionate for brands that help to build/enhance/make better their OWN PERSONAL brand.

• “ARE YOU MY BEST FRIEND?”: brands/organizations must understand the mindset and personal goals of this youth generation.

ON BRANDS

U.S. YOUTH GLOBAL YOUTH

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QUALITY AND PRICE “MAKES A BETTER ME” ETHICAL/SOCIAL PRACTICES

REASONS FOR CHOOSING (OR AVOIDING) A CERTAIN BRAND

• Amplify their voice: make them feel special, help to make their life better, build their personal ‘brand’

• Create a memorable, personal experience; be there when it counts, know what your promise is and deliver on it (be authentic)

• Acknowledge them as an influencer: involve them, give them a job to do, let them be your advocate

• Know what they’re interested in, what their issues are, what they’re learning about

• Have a heart, be kind to them and their friends

CONNECTING WITH GEN WE

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EMPLOYING THE HUMAN PROJECT™

The Brand Humanizer tool helps brands articulate their own values in a way that is

relevant to human values and then provides an analysis of

where brand values and human values converge and

diverge.

A signature Zeno approach to solving clients’ pressing business challenges with

research and insights at the core of our process.

A personalized, values-based approach to research that

uncovers insights that matter. Fueled by communities,

custom primary + secondary research analysis and

strategic/creative solutions.

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THE HUMAN PROJECT transcends traditional IP, employing tools that deliver bespoke brand solutions.

BRAND HUMANIZER BRAINFOREST WORKSHOPSCUSTOM RESEARCH