Viacom’s Christian Kurz presented YOUTH IN FLUX, the latest study from the Viacom Global Consumer Insights group, to industry professionals at MIPTV, a leading international TV industry event taking place in Cannes right now.
The research examined the new reality of youth around the world, their individual and collective goals, and the life strategies they use to survive and thrive in a difficult world.
— EurodataTV Worldwide (@EurodataTV) April 2, 2017
After speaking with more than 7,000 individuals ranging from 16 to 24 years old across 14 countries, including Australia, South Africa, Malaysia, Mexico, Singapore and the United States, the group released its findings about how youth see themselves in the world today. Here are some of their findings:
It’s not easy being young: An incredible 93 percent of youth aged 16 to 24 feel it’s hard to be young today.
What makes it so hard?
For one, only one-fifth (21 percent) of youth have no trouble blocking out bad news, and half (53 percent) say they have a love/hate relationship with social media. This means they understand social media doesn’t accurately reflect reality, but just can’t seem to quit.
Youth are uniquely themselves – and they love it: The vast majority (96 percent) of youth surveyed globally say feeling comfortable in their own skin is important, and most (95 percent) also believe in following their heart versus their head.
Youth are optimistic about a more inclusive future…but also realistic: Almost all (97 percent) of those surveyed are guided by the words, ‘live and let live.’