JWT releases report on ‘BRIC millennials’

Advertising agency JWT has released a piece of research on ‘BRIC Millenials’ – young people in Brazil, Russia, India and China born on and after the year 2000.

Chinese millennials are referred to as ‘Modern Traditionalists’, while those from India have been dubbed ‘Tech Savvy Traditionalists’.

The survey’s topline finding from JWT:


  • Marriage is one tradition in flux across all four markets: While still valued among many young people, this cohort doesn’t see it as essential, especially in the near future. Almost 6 in 10 are comfortable with the idea of not getting married, and more than 4 in 10 are open to pursuing parenthood without a spouse.
  • BRIC Millennials identify with cultures around the globe. More than half say they have friends from around the world and 6 in 10 see themselves as a global citizen first and a citizen of their homeland second.
  • Feeling the sting of global economic uncertainty, BRIC Millennials are still upbeat about their futures and are adjusting their outlooks to today’s economic realities. 80% agree spending wisely is more important than earning a log of money according to BRIC Millennials.
  • Like their counterparts around the world, BRIC Millennials are optimistic on most counts; uniquely resourceful and entrepreneurial, using technology as a steppingstone; and civic-minded by nature.
  • BRIC Millennials feel invested in shaping their nations’ futures and believe they have the power to change things. This is especially true of Brazilians—89% believe they have the power to transform life in Brazil.
  • Life is getting more stressful for these Millennials, with 53% saying their stress level has increased over the past year. Their finances and the cost of living are the chief stressors, and the highly competitive job market is also a key concern in Brazil, India and China. Pollution, food safety and climate change stand out as major concerns in China.
  • Millennials in Brazil, Russia and India want to express their views on social problems and their government, and to engage with their leaders. This is especially true in Brazil.
  • Chinese Millennials – “Modern Traditionalists”

o   Influenced by the increase in college graduates in China outpacing professional jobs, a competitive job market was among the major stressors for Chinese Millennials. Chinese Millennial stand out when it comes to concerns about pollution with 80% citing it as a stress factor, as well as food safety (79%)

o   An active generation, 90% of Chinese Millennials agree: “People my age are thinking less about ‘me’ and more about what ‘we’ can do together to address global issues.”

o   Reflecting a wider cultural view, Chinese respondents were more likely to see luxury and designer goods as worthwhile investments.

o   Tied to their roots, 9 in 10 Chinese Millennials feel holding onto family traditions is important.

  • Brazilian Millennials – “The Progressives”

o   As peers in the other BRIC markets look to preserve cultural traditions, Brazilians seem to have the most progressive mindset. Comparatively, they have fewer taboos than their counterparts in Russia, India and China.

o   Brazilians are especially hyper-connected in an already digitally savvy generation. 62% of them see the Internet as a good investment.

o   Over indexing, young Brazilians are taking part in social change. 91% agree people their age are looking for ways to voice opinions about social problems, and about the government.

o   On homosexuality, Brazilian Millennials are the most open and accepting: 70% feel that being gay or lesbian isn’t really a big deal compared to the overall average of 62%.

  • Russian Millennials – “The Outlier”

o   Unlike the others, homosexuality is still quite taboo in Russia. Only 36% agree they are comfortable with the idea of homosexuality and 32% think same sex couples have the right to be married

o   87% of Russian Millennials believe their country must improve nationally in order to become a world leader.

o   Millennials in Brazil and Russia were more dissatisfied with their leaders with fewer than 3 in 10 believing that government acts promptly to help people.

o   Russian Millennials are holding on to tradition. They were the most likely to feel traditional holds society together (81%), and 83% worry that aspects of culture and tradition are getting lost as the world becomes more interconnected.

  • Indian Millennials – “Tech Savvy Traditionalists”

o   Indian Millennials are the most engaged with social media, followed by Chinese and Brazilians; Russians are the least engaged.

o   82% of Indian Millennials surveyed agreed: “People my age are actively looking for ways to voice opinions about social problems.”

o   Invested in tech, Indian Millennials were more likely to see devices such as a tablet/laptop (44%) and smartphones (45%) as smart investments.

o   The family unit remains a pillar in India, where multigenerational households are the rule and moving out of the family home upon adulthood is not a mainstream phenomenon.

Source: press release


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