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The
 
Truthabout...
 
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YOUTH 
 
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| The Truth About Youth | McCann Worldgroup | May 2011
The TruthAbout Youth
 What motivates young people around the world today? Money? Fame? Justi
 
ce? What makes them different from every generation that has come before? We asked 7000 young people around the world and harnessed the collective genius of 
McCann Worldgroup to nd out. In a world awash with information and misinformation, wefound some TRUTHS.
Quantitative research conducted in US, UK, China, India, Spain, Mexicoand Brazil. Qualitative research conducted in US, UK, China, India, Spain, Mexico,Brazil, Singapore, Malaysia, Chile, South Africa, Italy, Germany, Korea, Japan, Australia and Philippines.
 
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| The Truth About Youth | McCann Worldgroup | May 2011
Exploringmotivations
If we want to truly understand a group of people (or in this case a generation), then weneed to dig into what really motivates them. We’ve identied and classied 16 humanmotivations that range from the more outer-directed (like MUTINY and SURGE) to themore inner-directed (like COCOON and BECOMING). These motivations provide apowerful framework for brands that wish to connect with people. Youth were asked torate a series of value statements, which allowed us to ascertain the individual importanceof each motivation.
Contact
The need for emotional
and physical closeness.
J us t ic e 
T he need f or  social or  
per sonal just ice, t o do w hat ’ s r ig ht ,t o be an act iv ist ..
Flight
The need to release
pressure and nd
 tranquillity / peace / quiet in a
fast paced world..
 O r d e r
 T he need  to org an ise, ra t iona l ise, ca teg or ise.
C o m m u n e
 The need  f or  connec tion,
r ela tionships and 
communi t y..
J o ur n e y in g 
T he need  f or  ex plor at ion, ex per iment at ion and  d isc ov er y .
Surge
The need for visceral
excitement and raw rush.
Authenticity
The need to see
 things as they are.
Mutiny
The need to rebeland push against the
status quo.
Membership
 The need  to bein- the-
know, aninsider or partof thecr o wd.
Ga untlet
T he need to compete 
and w in, to challeng e y our self , to pr ov e y our  capabilities.
Becoming
The need for personal
development, greater 
independence an
Props
The need for personal
recognition, attentionand admiration.
Cocoon
The need for safety and a feeling
of security.
Assurance
The need to avoid mistakes
and prevent trouble.
 
 M us c l e
 The need  to e xer  t 
po wer  or  e xer  t con tr ol.
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