A BRAND CALLED “ME”7

Top brands Youth identify with to build their own personal brand.

6

HAPPINESS= BALANCE + SUCCESS + PURPOSE

HAPPINESS REDEFINED:THE NEW WE/Z ‘HAPPINESS EQUATION’

the equation

MOST HEALTH AWARE GENERATIONGUIDED BY BALANCE5

Gen WE/ZYouth read food nutrition labels:

Health is the #1 value among youth in China

73% USA 78% Canada

83% China 84% India

63% Australia 69% UK

TECH + THE LOVE/HATE PARADOX4

NEARLY A QUARTERof global youth unplug from tech to maintain physical health.24%

FRIENDSHIP BUILT ON VALUES3

Youth friendships built on shared values vs interests.

THE NEW LEADERSHIP PARADIGMGLOBAL YOUTH ARE REDEFINING LEADERSHIP2

65th 68th 70th 75th

76thUSA

Canada

Australia

UK

China

India

DECLINING

VALUE OF TRADITIONAL LEADERSHIP VALUE OF

MORE IMPORTANTEQUALITY

#2 #7 #13

USA CanadaAustralia UK

China

India

YOUTH WIELD POWERFUL INFLUENCE1

of parents plan major purchase descisions

around their kids.

78%

The Seven Global Truths

FEARLESS PURSUIT OF THE UNEXPECTEDwww.zenogroup.com

The Human Project™ used a combination of primary and secondary research and to provide an intimate portrait of youth and young Millennials born between 1991 and 2001, or currently 14 – 25 year-olds. Zeno Group divides the term “Global Youth” into two generations: “Gen WE” and “Gen Z.” We identify those between the ages of 14-20 as “Gen WE,” and younger Millennials, those 21 – 25 year olds, as “Gen Z.” The Human Project 2016 was conducted in China, United States, Australia, Canada, United Kingdom and India.