Three out of ten youngsters in the US want to be remembered as a ‘good friend’. Other characteristics such as friendly, honest, warm and smart (quoted by 1 on 5) are also considered to be very important. About a fifth of the 15-to-25-year olds also want to be remembered as a ‘zealous worker’. The US youth clearly score higher on work ethics than the other 15 countries included in the survey. They think it less important on the other hand to be remembered as cosmopolitan (1%), famous (2%) or popular (3%). These facts are based on a global research organised by InSites Consulting amongst youngsters in 16 countries.
Seven out of ten youngsters think they are unique: Clothing, profession, hobbies and music are part of the uniqueness
About 69% of the US youth think to be unique or even very unique. This US youth score puts them in the less modest group in the word. In countries such as Brazil, Romania, Russia, India and Italy no less than 7 to 8 youngsters out of 10 considered themselves to be unique.
US youngsters mainly want to be different for what they tell others (53%), for their clothing (51%), their hobbies (51%), their professional activity (50%) and the music they listen to (50%). The cities and countries they visit also represent important differentiating ways to youngsters (46%). The majority of youngsters does not want to differentiate by where or what they eat nor by their political ideals. The latter is deducted from the InSites Consulting survey as being important only in Italy and the BRIC countries. Body and looks are used relatively more frequently in Brazil, India and Eastern Europe as means to be unique compared with other youngsters.
The most striking thing to me in these results is that the company you work for and the job on your business card contribute a lot to the extent to which youngsters consider themselves to be ‘unique’. So it’s not just the tailor who makes the man. I think many employers – who are wondering today how to engage and motivate these Millennials or Generation Y – do not think enough about this. ‘Why would working for that company and having that function be a unique experience differentiating me from other youth’, that’s the bottom line.