Millennials are addicted to stimuli and are looking for immediate emotional and material satisfaction on the one hand, but they also want long-term happiness; connection and achieving success. About half of the Dutch Millennials find emotional satisfaction more important than material and 6 out of 10 would rather be happy for a long time than be intensely happy for a short time. Only 13% chooses material and short-term intense happiness.
Even though half of Dutch youngsters think New York is the coolest city in the world and for about costa rica phone number list 1 in 3 London, they still feel most connected to the city or town where they currently live. At number 2 comes the city or town where they were born and their country of birth closes the top 3.
If Millennials had their way, here are 5 issues they would tackle first:
lack of respect for fellow human beings: 37%
the economic crisis: 33%
hardening of society: 31%
racism and radicalism: 24%
global warming: 18%
Young people have a hard time with the fact that no one does anything for others out of kindness anymore . Marketers thought that the economic crisis would be higher on the agenda of today's youth. A nice recent marketing approach that plays on this fact is the Bacardi Together campaign .
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More than half of young people are convinced that the future will be better, although 1 in 3 is also somewhat worried. The latter is probably related to the economic crisis. For example, 64% of Millennials who are still studying are still convinced that there are many opportunities to achieve something, compared to 'only' 50% of working young people in the Netherlands. Seven out of ten know that anything is possible if you work hard enough for it. Incidentally, the work ethic and ambition of Dutch young people was greatly underestimated by marketers.