Viacom International Media Networks has publicly unveiled for the first time some of the findings of MTV's research into the attitudes of the Millennial generation.
The research was presented by VIMN vice president of research and insights, Christian Kurz Tuesday during Promaxbda Europe.
The study included interviews with 6,000 17- to 24-year-olds in 34 countries that discussed how they see the world now and what they expect for the year 2020.
VIMN discovered that this is a generation that links together with technology and, as a result, thinks together.
Kurz reported "far greater similarities than differences in the attitudes and thinking across the 34 countries. Eighty-eight percent describe themselves as ‘curious about the world’ and ‘eager to explore it,’ and they have friends across the globe to prove it. Despite this, the number of 'core friends' is about the same as with previous generations, but this core is wrapped in a much greater number of looser friendships. Fifty-five percent fingered being part of a loving family as central to their idea of happiness, while 75 percent rated satisfaction with their employment as of greater significance to being happy than material gain. And when it comes to employment, a significant majority expects to have a 'portfolio career' in which they will have many different employment experiences. This might explain why, as a generation, they are overwhelmingly optimistic, with 84 percent believing their generation will change the world for the better.”
Kurz concluded that, in order to resonate with Millennials, brands needed to be more positive, less earnest and demonstrate a greater degree of collective responsibility.