Over 88% of the girls aged 15 to 25 in the US would change something to their body if that was easily feasible. The share amongst boys is slightly lower, but still strikingly high (73%). The body parts girls are least happy with are their belly (46%), thighs (29%), bottom (19%) and breasts (18%). Boys would love to improve their belly and muscles (18%), chest, mouth and cheeks (14%). But not all of them would consider plastic surgery. An InSites Consulting survey revealed about 15% of the US youth consider doing so.
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Based on conversations (in an InSites Consulting research community) with millennials from 15 different cities around the globe we were able to gather 10 interesting evolutions describing the daily lives of Generation Y. This youth generation is the most marketing savvy generation ever. On a global scale, this new consumer cohort is much larger than the previous generation X and their impact on society will soon surpass the Babyboomer’s largely documented influence. But what drives this fickle generation and how can global brands really connect with youth worldwide?
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This global Gen Y research report by InSites Consulting shares insights into what uniqueness means for Generation Y. The full report offers results for over 15 countries worldwide. Some hot take-aways: The big majority of Millennials find themselvers unique. Russian, Romanian and especially Brazilian Yers are absolutely convinced that they’re truly unique. This perception is mainly driven by the things they say to others, the clothes they wear and the music they’re listening to. In the BRIC countries, the (future) profession is as important to be unique. In India and Russia, brands one uses, are important to be distinctive as well. Across the globe, besides being a good friend, values like kindness, reliability and honesty are very important. In Brazil, Poland and Romania, being smart is as least as important!
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It sounds rather like a commercial study, but researchers at the Medical Center of Rochester University investigated how ‘cool’ evolved through time. Would we still consider Miles Davis or James Dean to be cool? Researcher Dan Nimrod clearly says no: “James Dean is no longer the epitome of cool. The much darker version of what coolness is still there, but it is not the main focus. The main thing is: Do I like this person? Is this person nice to people, attractive, confident and successful? That’s cool today, at least among young mainstream individuals.”
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There are a lot of interesting perspectives on youth. Brain development, trends, psychology… The combination is the best, but also the hardest. I know that picking just one element out of the complex world is very limited, but the strange thing is that the element of demographics seldom is an element when discussing Gen Y. Of course we know that all around the world Gen Y is one of the biggest generations ever, but there are huge regional differences.
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Posted in Gen Y DNA
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