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THE PURSUIT OF HAPPINESS
Creating 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” Event
Total : 300 participants
Quantitative Survey
Total : 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
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
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
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
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 America
Latin America
India
Japan
South East Asia
Middle 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 America
Latin America
India
Japan
South East Asia
Middle 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 America
Latin America
India
Japan
South East Asia
Middle 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 America
Latin America
India
Japan
South East Asia
Middle East & Africa
Europe
HAPPINESS AND
MILLENNIALS
WHAT’S DIFFERENT
ABOUT MILLENNIALS?
THE HAPPINESS
MANIFESTO
THE HAPPINESS FRAMEWORK
ExpressionPotential Adaptable
Self
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 A
CERTAIN AGE
24%
MOVE OUT OF
PARENTS HOUSE
39%
HAVING
CHILDREN
18%
GETTING
MARRIED
20%
ACHIEVE THIS, THEY PUT GREATER VALUE ON
LIFE SKILLS
HIGHER
EDUCATION
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 ARE
55% 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 PURPOSE
EXEMPLIFY 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 DEVELOPERS
Coding web, mobile, social
USERS THEMSELVES
Nearly everyone self-
publishes now
BLOGGERS
Verticals, Tumblr Stars
YOUTUBE TALENT
Creators with true following
JOURNALISTS
Scaled armies ready to write
SEMI-PROS
Video, Animation, Image
MEDIA PARTNERS
Professional made-for-web
editorial
DATA VISUALISERS
Infographics, Tools
THE NEW CREATIVES
SOCIALISE: LET MILLENNIALS SHARE BRAND
STORIES
When you experience
something new, interesting,
funny or exciting, you would…
The Pursuit of Happiness
HAPPINESS AND
MILLENNIALS
WHAT’S DIFFERENT
ABOUT MILLENNIALS?
THE HAPPINESS
MANIFESTO
THANK YOU

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The Pursuit of Happiness

  • 1. THE PURSUIT OF HAPPINESS Creating meaningful brand experiences for MILLENNIALS GUY ABRAHAMS, GLOBAL STRATEGIC PLANNING DIRECTOR
  • 2. HAPPINESS AND MILLENNIALS WHAT’S DIFFERENT ABOUT MILLENNIALS? THE HAPPINESS MANIFESTO
  • 3. HAPPINESS AND MILLENNIALS WHAT’S DIFFERENT ABOUT MILLENNIALS? THE HAPPINESS MANIFESTO
  • 4. RESEARCH COVERAGE: TEN COUNTRIES 50%+ GLOBAL WEALTH 4 Host City Of ZO Online Community “The Mug” Event Total : 300 participants Quantitative Survey Total : 5,800 respondents Shanghai Sydney Mexico City Buenos Aires New York Dubai Moscow Paris Barcelona London
  • 5. GETTING UP CLOSE AND PERSONAL WITH MILLENNIALS BOUDOIR CROWDSOURCING SITE IMMERSION PROJECT My ‘Live My Life’ Project 2014
  • 6. WHO ARE MILLENNIALS & WHY SHOULD WE CARE?
  • 8. FREEDOM POWERED BY TECHNOLOGY “I find technology generally makes things easier - it has affected my life for the better.” Erin, 27, Sydney
  • 9. 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
  • 10. 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 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 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 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Developing markets (%) 1.9% Av.Growth 5.7% Av.Growth
  • 11. 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 America Latin America India Japan South East Asia Middle East & Africa Europe
  • 12. 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 America Latin America India Japan South East Asia Middle East & Africa Europe
  • 13. 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 America Latin America India Japan South East Asia Middle East & Africa Europe
  • 14. 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 America Latin America India Japan South East Asia Middle East & Africa Europe
  • 15. HAPPINESS AND MILLENNIALS WHAT’S DIFFERENT ABOUT MILLENNIALS? THE HAPPINESS MANIFESTO
  • 16. THE HAPPINESS FRAMEWORK ExpressionPotential Adaptable Self Reliance FREEDOM CONTROLHAPPINESS
  • 17. 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
  • 18. APPROACHING WORK IN A NEW WAY “When the crisis began, I found myself jobless, and I reinvented myself.” Joaquín, 28, Barcelona
  • 20. 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
  • 21. ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014 REACHING A CERTAIN AGE 24% MOVE OUT OF PARENTS HOUSE 39% HAVING CHILDREN 18% GETTING MARRIED 20%
  • 22. ACHIEVE THIS, THEY PUT GREATER VALUE ON LIFE SKILLS HIGHER EDUCATION 20% HAVING A CAREER 34% BEING WELL TRAVELLED 9% BUYING A HOUSE 17% Source: ZenithOptimedia ‘The Pursuit of Happiness’ Study 2014
  • 23. 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
  • 24. “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
  • 25. 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 ARE 55% HAPPIER
  • 26. “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
  • 27. HAPPINESS AND MILLENNIALS WHAT’S DIFFERENT ABOUT MILLENNIALS? THE HAPPINESS MANIFESTO
  • 28. HUMANISE THE BRAND BRAND PURPOSEUSEFULNESSAUTHENTICITY
  • 29. TOP ATTRIBUTES DO SOMETHING TO HELP SERVE A PURPOSE EXEMPLIFY THEIR VALUES INNOVATE AND ARE ORIGINAL OFFER PERSONAL EXPERIENCE BRANDS THAT:
  • 30. EDUCATIONAL ENTERTAINMENT DETERMINE THE VALUE EXCHANGE UTILITY REWARD VIA PAID AND OWNED MEDIA CHANNELS
  • 31. PERFORMANCE WINS – EXPONENTIAL DEMAND FOR CREATIVE ASSETS ‘VINEERS’ Specialists in ultra-short form APP DEVELOPERS Coding web, mobile, social USERS THEMSELVES Nearly everyone self- publishes now BLOGGERS Verticals, Tumblr Stars YOUTUBE TALENT Creators with true following JOURNALISTS Scaled armies ready to write SEMI-PROS Video, Animation, Image MEDIA PARTNERS Professional made-for-web editorial DATA VISUALISERS Infographics, Tools THE NEW CREATIVES
  • 32. SOCIALISE: LET MILLENNIALS SHARE BRAND STORIES When you experience something new, interesting, funny or exciting, you would…
  • 34. HAPPINESS AND MILLENNIALS WHAT’S DIFFERENT ABOUT MILLENNIALS? THE HAPPINESS MANIFESTO