The Pursuit of Happiness

Download The Pursuit of Happiness

Post on 15-Jul-2015

5.896 views

Category:

Marketing

4 download

Embed Size (px)

TRANSCRIPT

<p>Slide 1</p> <p>GUY ABRAHAMS, GLOBAL STRATEGIC PLANNING DIRECTOR</p> <p>THE PURSUIT OF HAPPINESSCreating meaningful brand experiences for MILLENNIALS1HAPPINESS AND MILLENNIALSWHATS DIFFERENT ABOUT MILLENNIALS?THE HAPPINESS MANIFESTO</p> <p>2HAPPINESS AND MILLENNIALSWHATS DIFFERENT ABOUT MILLENNIALS?THE HAPPINESS MANIFESTO</p> <p>3RESEARCH COVERAGE: TEN COUNTRIES 50%+ GLOBAL WEALTH4Host City Of ZO Online Community The Mug EventTotal : 300 participantsQuantitative SurveyTotal : 5,800 respondentsShanghaiSydneyMexico CityBuenos AiresNew YorkDubaiMoscowParisBarcelonaLondon4GETTING UP CLOSE AND PERSONAL WITH MILLENNIALS</p> <p>BOUDOIR</p> <p>CROWDSOURCING SITE IMMERSION PROJECT</p> <p>My Live My Life Project 20145WHO ARE MILLENNIALS &amp; WHY SHOULD WE CARE?</p> <p>6HAPPINESS IS ABOUT MANAGING EXPECTATIONS</p> <p>7</p> <p>FREEDOM POWERED BY TECHNOLOGYI find technology generally makes things easier - it has affected my life for the better. Erin, 27, Sydney8EXPECTATIONS HAVE BEEN LIMITEDThe economy affects employers ability to give raises. Millions of Americans are fighting to get by. Ranessa, 27, New York</p> <p>Pierre (Rennes), from Flickr.com9GROWING UP IN A PERIOD OF SLOW GROWTH2000-2014 GDP GROWTH VARIATION FROM THE NORM (ACTUAL)1.9%Av.Growth5.7%Av.Growth10GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT</p> <p>88%80%89%90%94%95%75%93%95%89%RussiaChinaAustraliaNorth AmericaLatin AmericaIndiaJapanSouth East AsiaMiddle East &amp; AfricaEurope11</p> <p>GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT86%35%76%86%93%91%77%89%90%84%RussiaChinaAustraliaNorth AmericaLatin AmericaIndiaJapanSouth East AsiaMiddle East &amp; AfricaEurope12</p> <p>GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT49%27%75%81%89%89%28%85%81%79%RussiaChinaAustraliaNorth AmericaLatin AmericaIndiaJapanSouth East AsiaMiddle East &amp; AfricaEurope13GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT29%21%25%43%47%56%31%47%61%35%</p> <p>RussiaChinaAustraliaNorth AmericaLatin AmericaIndiaJapanSouth East AsiaMiddle East &amp; AfricaEurope14HAPPINESS AND MILLENNIALSWHATS DIFFERENT ABOUT MILLENNIALS?THE HAPPINESS MANIFESTO</p> <p>15THE HAPPINESS FRAMEWORK ExpressionPotentialAdaptableSelfReliance</p> <p>FREEDOMCONTROLHAPPINESS16</p> <p>I WILL FULFILL MY LIFE POTENTIALI dont let peers influence me to do anything because I am unique and I am my own person. Dora, 30, New York17</p> <p>APPROACHING WORK IN A NEW WAYWhen the crisis began, I found myself jobless, and I reinvented myself.Joaqun, 28, Barcelona18</p> <p>CREATIVITY AND SELF-EXPRESSION FUEL MEANINGFUL EXPERIENCES19</p> <p>SHARING STORIESI share photos of moments I've spent with friends, images of thought or reflection, music videos and things written by me or others.Julio, 31, Mexico City</p> <p>martinak15, from Flickr.com20ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLSSource: ZenithOptimedia The Pursuit of Happiness Study 2014REACHING ACERTAIN AGE24%</p> <p>MOVE OUT OF PARENTS HOUSE39%</p> <p>HAVING CHILDREN18%</p> <p>GETTINGMARRIED20%</p> <p>21ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS</p> <p>HIGHEREDUCATION20%HAVING A CAREER34%</p> <p>BEING WELL TRAVELLED9%BUYING A HOUSE17%Source: ZenithOptimedia The Pursuit of Happiness Study 201422ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLSBEING DEPENDABLE36%</p> <p>BECOME A DECISION MAKER59%</p> <p>BECOME A PROBLEM SOLVER47%</p> <p>FINANCIAL INDEPENDENCE60%</p> <p>Source: ZenithOptimedia The Pursuit of Happiness Study 201423We complain about working until midnight but at the same time its exciting and fun. Its part of the game. Aude, 23, ParisGIVES THEM CONTROL IN WORK TO DELIVER HAPPINESSMILLENNIALS WHO ARE IN CONTROL OF THEIR CAREER ARE 56% HAPPIER</p> <p>24</p> <p>CONTROL TO DELIVER HAPPINESS FROM EXPERIENCESI fell in love with fitness because it gave me something to work hard on and feel proud of the results.Jonathan, 26, ChicagoMILLENNIALS IN CONTROL OF PASSIONS AND INTERESTS ARE55% HAPPIER25Their friendship makes me feel loved and secure as I know they will never judge me for all the stupid things I do.Nerys, 21, LondonCONTROL SOCIALLY TO MAKE THEM HAPPIERMILLENNIALS WHO ARE IN CONTROL OF THEIR SOCIAL LIFE ARE 35% HAPPIER</p> <p>26HAPPINESS AND MILLENNIALSWHATS DIFFERENT ABOUT MILLENNIALS?THE HAPPINESS MANIFESTO</p> <p>27HUMANISE THE BRANDBRAND PURPOSE</p> <p>USEFULNESSAUTHENTICITY28TOP ATTRIBUTESDO SOMETHING TO HELPSERVE A PURPOSEEXEMPLIFY THEIR VALUESINNOVATE AND ARE ORIGINALOFFER PERSONAL EXPERIENCEBRANDS THAT:29</p> <p>EDUCATIONAL</p> <p>ENTERTAINMENTDETERMINE THE VALUE EXCHANGEUTILITYREWARDVIA PAID AND OWNED MEDIA CHANNELS30PERFORMANCE WINS EXPONENTIAL DEMAND FOR CREATIVE ASSETSVINEERSSpecialists in ultra-short formAPP DEVELOPERSCoding web, mobile, socialUSERS THEMSELVESNearly everyone self-publishes nowBLOGGERSVerticals, Tumblr StarsYOUTUBE TALENTCreators with true followingJOURNALISTSScaled armies ready to writeSEMI-PROSVideo, Animation, ImageMEDIA PARTNERSProfessional made-for-web editorialDATA VISUALISERSInfographics, ToolsTHE NEW CREATIVES31SOCIALISE: LET MILLENNIALS SHARE BRAND STORIES</p> <p>When you experience something new, interesting, funny or exciting, you would32</p> <p>33HAPPINESS AND MILLENNIALSWHATS DIFFERENT ABOUT MILLENNIALS?THE HAPPINESS MANIFESTO</p> <p>34THANK YOU35</p>