THE PURSUIT OF HAPPINESSCreating meaningful brand experiences for MILLENNIALS

GUY ABRAHAMS, GLOBAL STRATEGIC PLANNING DIRECTOR

HAPPINESS AND MILLENNIALS

WHAT’S DIFFERENT ABOUT MILLENNIALS?

THE HAPPINESS MANIFESTO

HAPPINESS AND MILLENNIALS

WHAT’S DIFFERENT ABOUT MILLENNIALS?

THE HAPPINESS MANIFESTO

RESEARCH COVERAGE: TEN COUNTRIES 50%+ GLOBAL WEALTH

4

Host City Of ZO Online Community “The Mug” EventTotal : 300 participants

Quantitative SurveyTotal : 5,800 respondents

Shanghai

Sydney

Mexico City

Buenos Aires

New York

Dubai

Moscow

Paris

Barcelona

London

GETTING UP CLOSE AND PERSONAL WITH MILLENNIALS

BOUDOIR CROWDSOURCING SITE

IMMERSION PROJECT

My ‘Live My Life’ Project 2014

WHO ARE MILLENNIALS & WHY SHOULD WE CARE?

HAPPINESS IS ABOUT MANAGING EXPECTATIONS

FREEDOM POWERED BY TECHNOLOGY

“I find technology generally makes things easier - it has

affected my life for the better.” Erin, 27, Sydney

EXPECTATIONS HAVE BEEN LIMITED“The economy affects employers’ ability to give raises. Millions of Americans are fighting to get by.” Ranessa, 27, New York

Pierre (Rennes), from Flickr.com

GROWING UP IN A PERIOD OF SLOW GROWTH

-6.0

-5.0

-4.0

-3.0

-2.0

-1.0

0.0

1.0

2.0

3.0

20

00

20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

Developed markets (%)

2000-2014 GDP GROWTH VARIATION FROM THE NORM (ACTUAL)

-6.0

-5.0

-4.0

-3.0

-2.0

-1.0

0.0

1.0

2.0

3.0

20

00

20

01

20

02

20

03

20

04

20

05

20

06

20

07

20

08

20

09

20

10

20

11

20

12

20

13

20

14

Developing markets (%)

1.9%Av.Growth

5.7%Av.Growth

GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT

88%

80%

89%

90%

94%95%

75%

93%95%

89%

Russia

China

Australia

North AmericaLatin America

IndiaJapan

South East AsiaMiddle East & Africa

Europe

GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT

86%

35%

76%

86%

93%91%

77%

89%90%

84%

Russia

China

Australia

North AmericaLatin America

IndiaJapan

South East AsiaMiddle East & Africa

Europe

GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT

49%

27%

75%

81%

89%89%

28%

85%81%

79%

Russia

China

Australia

North AmericaLatin America

IndiaJapan

South East AsiaMiddle East & Africa

Europe

GLOBALISATION: FOR THE MILLENNIALS THEIR WORLD IS MORE SIMILAR THAN DIFFERENT

29%

21%

25%

43%

47%56%

31%

47%61%

35%

Russia

China

Australia

North AmericaLatin America

IndiaJapan

South East AsiaMiddle East & Africa

Europe

HAPPINESS AND MILLENNIALS

WHAT’S DIFFERENT ABOUT MILLENNIALS?

THE HAPPINESS MANIFESTO

THE HAPPINESS FRAMEWORK

ExpressionPotential AdaptableSelf

Reliance

FREEDOM CONTROLHAPPINESS

I WILL FULFILL MY LIFE

POTENTIAL

“I don’t let peers influence me to do anything because I

am unique and I am my own person.”

Dora, 30, New York

APPROACHING WORK IN A NEW WAY

“When the crisis began, I found myself jobless, and I reinvented myself.”Joaquín, 28, Barcelona

CREATIVITY AND SELF-EXPRESSION

FUEL MEANINGFUL EXPERIENCES

SHARING STORIES

“I 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

martinak15, from Flickr.com

ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS

Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014

REACHING ACERTAIN AGE

24%

MOVE OUT OF PARENTS HOUSE

39%

HAVING CHILDREN

18%

GETTINGMARRIED

20%

ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS

HIGHEREDUCATION

20%

HAVING A CAREER

34%

BEING WELL TRAVELLED

9%

BUYING A HOUSE

17%

Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014

ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS

BEING DEPENDABLE

36%

BECOME A DECISION MAKER

59%

BECOME A PROBLEM SOLVER

47%

FINANCIAL INDEPENDENCE

60%

Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014

“We complain about working until midnight but at the same time it’s exciting and fun. It’s part of the game.” Aude, 23, Paris

GIVES THEM CONTROL IN WORK TO DELIVER HAPPINESS

MILLENNIALS WHO ARE IN CONTROL OF THEIR CAREER ARE 56% HAPPIER

CONTROL TO DELIVER HAPPINESS FROM EXPERIENCES

“I fell in love with fitness because it gave me something to work hard on and feel proud of the results.”Jonathan, 26, Chicago

MILLENNIALS IN CONTROL OF PASSIONS AND INTERESTS ARE55% HAPPIER

“Their friendship makes me feel loved and secure as I know they will never judge me for all the stupid things I do.”Nerys, 21, London

CONTROL SOCIALLY TO MAKE THEM HAPPIER

MILLENNIALS WHO ARE IN CONTROL OF THEIR SOCIAL LIFE ARE 35% HAPPIER

HAPPINESS AND MILLENNIALS

WHAT’S DIFFERENT ABOUT MILLENNIALS?

THE HAPPINESS MANIFESTO

HUMANISE THE BRAND

BRAND PURPOSEUSEFULNESSAUTHENTICITY

TOP ATTRIBUTES

DO SOMETHING TO

HELP

SERVE A PURPOSEEXEMPLIFY THEIR

VALUES

INNOVATE AND ARE

ORIGINAL

OFFER PERSONAL

EXPERIENCE

BRANDS THAT:

EDUCATIONAL ENTERTAINMENT

DETERMINE THE VALUE EXCHANGE

UTILITY REWARD

VIA PAID AND OWNED MEDIA CHANNELS

PERFORMANCE WINS – EXPONENTIAL DEMAND FOR CREATIVE ASSETS

‘VINEERS’Specialists in ultra-short form

APP DEVELOPERSCoding web, mobile, social

USERS THEMSELVESNearly everyone self-publishes now

BLOGGERSVerticals, Tumblr Stars

YOUTUBE TALENTCreators with true following

JOURNALISTSScaled armies ready to write

SEMI-PROSVideo, Animation, Image

MEDIA PARTNERSProfessional made-for-web editorial

DATA VISUALISERSInfographics, Tools

THE NEW CREATIVES

SOCIALISE: LET MILLENNIALS SHARE BRAND STORIES

When you experience something new, interesting,

funny or exciting, you would…

HAPPINESS AND MILLENNIALS

WHAT’S DIFFERENT ABOUT MILLENNIALS?

THE HAPPINESS MANIFESTO

THANK YOU