Uit een onderzoek naar jongeren in Europa, Euro RSCG Worldwide’s Prosumer Report – “Millennials: The Challenger Generation”, blijkt dat in elk land, buiten Frankrijk, ouders op de eerste plaats komen als vertrouwde bron van informatie:
- While their boomer parents and grandparents defined youth as being against -against bourgeois values, against authority figures, against the social mores of older generations—the Millennials share much the same values and views as their elders and count on older generations’ wisdom to shine light on an uncertain world.
- With all the resources available to them, Millennials in every market but France still chose their parents as their most trusted source of information, above the Internet, traditional media, friends, and especially above political and religious leaders.
Verder blijken ze toch nog steeds behoorlijk nuchter en optimistisch:
- Millennials are keenly aware of the issues the world faces and will continue to face – more than 7 in 10 think the world will be more dangerous, less peaceful, and more polluted in 20 years. Nevertheless, they are optimistic about their own prospects and satisfied overall with the lives they’re leading.
- More than two-thirds (68%) consider themselves happy, and 43% (including a majority in India and the U.S.) think they are even happier than most of their peers.
Over werk, ook al vrij goed nieuws:
- Despite having grown up in a world of superficiality and instant fame, Millennials consider “hard work” the surest path to success. Yet they are not willing to sacrifice quality of life for a bigger paycheck.
- When asked to choose the single most important factor in accepting a job, just 28% chose “salary,” while 37% cited “the ability to balance work and life.” Another 23% chose “work atmosphere” – further evidence that, for this generation, money is not a sufficient counterbalance to misery.
(bron)