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MEET THE BRIC
MILLENNIALS
September 2013
3
INTRODUCTION
A dozen years after the term BRIC was coined, we decided to zone in on the generation that will be defining the future of
these markets, which together comprise around 40% of the global population. Millennials in Brazil, Russia, India and China
have come of age during a unique time, during which their countries have experienced both unprecedented growth and the
repercussions of a worldwide slowdown, globalization and the digital revolution.
This generation will call on their distinct set of experiences and tools as they help to shape the future of nations that,
as one bullish forecast suggests, could together overtake the G7 economies in less than 15 years. More conservative
forecasters don’t foresee the BRIC group hitting this milestone until at least 2050; growth has slowed—with some warning
of hard landings ahead—and a range of enduring challenges are proving intractable. But there’s still plenty of optimism
surrounding these markets, and rich potential for growth.
This study focuses in on some themes we’ve examined in the context of Millennials in the developed world, including
personal finances and employment, stress, changing gender roles, social good and social media. We’ve also focused on
issues that are especially relevant to Millennials in BRIC nations, in particular tradition vs. modernization, urbanization and
national pride.
Millennials are regarded as the first global generation, with more overlapping values and shared experiences than any
before them. As our wide-ranging study details, in some respects Millennials across BRIC markets are very closely aligned,
while in others they diverge wildly in their outlook thanks to unique national conditions and traditions. Here, we spotlight
those commonalities and differences, along with some case studies that show how brands are responding to these
increasingly influential young consumers.
4
TOPLINE FINDINGS
•	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.
•	Millennials around the world have felt the sting of
economic uncertainty, and young BRIC citizens are no
exception. But they’re upbeat about their economic
future and have adjusted their outlook to today’s
economic realities, with many feeling that spending wisely
is more important than earning a lot of money.
•	Accustomed to voicing their opinions on social media,
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. Indians are relatively the most positive about their
government and political leaders.
•	This generation sees many life choices (choosing what to
study and where, choosing where to live, etc.) as being
more complicated today than they were in the 1960s,
with Brazilian Millennials as the exception.
•	As the BRIC markets become more globalized, many
long-standing cultural norms are being upended. Russian,
Chinese and Indian Millennials are looking to preserve
their cultural traditions; they feel traditions hold society
together. Brazilians, by contrast, seem to have the most
progressive mindset. Indeed, this cohort has far fewer
taboos than their counterparts in Russia, India and China.
•	BRIC Millennials identify with cultures around the globe.
More than half say they have friends from all over the
world. Many appreciate the influence of other cultures on
their way of life, and almost 6 in 10 see themselves as a
global citizen first and a citizen of their homeland second.
•	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.
5
TOPLINE FINDINGS (cont’d.)
•	BRIC Millennials feel responsible for leaving the world in
better shape for future generations, and a wide majority
feels there’s a need to balance out the inequalities of
the world.
•	When it comes to homosexuality, Brazilian Millennials
are the most open and accepting. But Chinese
respondents slightly surpass Brazilians in acceptance of
same-sex marriage.
•	While marriage is still valued among many young people
in the BRIC markets, this cohort doesn’t necessarily see
it as essential, especially in the near future. Almost 6 in
10 are comfortable with the idea of not getting married.
More than 4 in 10 are open to pursuing parenthood
without a spouse.
•	Indian Millennials are the most engaged with social media,
followed by Chinese and Brazilians; Russians are by far the
least engaged.
6
METHODOLOGY
This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year.
Specifically for this report, we conducted quantitative surveys in Brazil, Russia, India and China using SONAR™, JWT’s
proprietary online tool, from July 3-8, 2013. We surveyed a total of 1,640 Millennials aged 18-35 (385 Brazilians, 416
Russians, 455 Indians and 384 Chinese). Data is weighted to be representative of Internet users in each market.
We also received input from JWT planners and researchers in each market surveyed.
7
WHO ARE THE BRIC MILLENNIALS?
In each of these markets, our sample is
representative of the Internet users in each nation.
BRAZIL RUSSIA INDIA CHINA
TOTAL POPULATION 	 201 million	 142.5 million	 1.2 billion	 1.3 billion
MEDIAN AGE OF POPULATION, 	 30.3 	 38.8	 26.7	 36.3
IN YEARS
MILLENNIALS AS PERCENTAGE	 30% 	 27% 	 30% 	 28%
OF TOTAL POPULATION
MILLENNIALS AS PERCENTAGE 	 54% 	 61% 	 75% 	 58%
OF TOTAL INTERNET USERS*				
*15-34-year-olds, as of October 2011
Sources: CIA World Factbook, U.S. Census Bureau, eMarketer and comScore
See the following four pages for demographic details on our Millennial respondents.
APPENDIX: ADDITIONAL CHARTS
8
BRAZIL MILLENNIAL PROFILE
COLLEGE
GRADUATE
24%
SOME
COLLEGE
25%
HIGH
SCHOOL
GRADUATE
34%
LIVING
WITH
IMMEDIATE
FAMILY
56% IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER
15%
LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN
29%
IN A
RELATIONSHIP
AND LIVING
TOGETHER
15%
FREELANCE/
SELF-
EMPLOYED
10%
EMPLOYED
FULL-TIME
53% FACEBOOK
80%
GOOGLE+
48% TWITTER
39%
ORKUT
48%
YOUTUBE
61%
MARRIED
35%
APPENDIX: ADDITIONAL CHARTS
9
HIGH
SCHOOL
GRADUATE
14%
LIVING
WITH
IMMEDIATE
FAMILY
58% IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER
7%
LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN
33%
IN A
RELATIONSHIP
AND LIVING
TOGETHER
15%
FREELANCE/
SELF-
EMPLOYED
4%
EMPLOYED
FULL-TIME
57%
MARRIED
57%
VK
71%
GOOGLE+
34%
FACEBOOK
53%
YOUTUBE
34%
MAIL.RU
67% ODNOKLASSNIKI.RU
59%
RUSSIA MILLENNIAL PROFILE
SOME
COLLEGE
25% COLLEGE
GRADUATE
56%
APPENDIX: ADDITIONAL CHARTS
10
GRADUATE/
POST-GRADUATE
(GENERAL)
39%
GRADUATE/
POST-GRADUATE
(PROFESSIONAL)
48%
LIVING
WITH
IMMEDIATE
FAMILY
57% IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER
8%
LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN
22%
IN A
RELATIONSHIP
AND LIVING
TOGETHER
2%
FREELANCE/
SELF-
EMPLOYED
8%
EMPLOYED
FULL-TIME
59% FACEBOOK
74%
TWITTER
37%
YOUTUBE
44%
LINKEDIN
37%
GOOGLE+
54% ORKUT
42%
INDIA MILLENNIAL PROFILE
SOME
COLLEGE
6%
MARRIED
48%
APPENDIX: ADDITIONAL CHARTS
11
HIGH
SCHOOL
GRADUATE
3%
LIVING
WITH
IMMEDIATE
FAMILY
60% IN A
RELATIONSHIP
BUT NOT LIVING
TOGETHER
9%
LIVING IN
A HOME OR
APARTMENT
ON THEIR
OWN
15%
IN A
RELATIONSHIP
AND LIVING
TOGETHER
6%
FREELANCE/
SELF-
EMPLOYED
3%
EMPLOYED
FULL-TIME
76%
TENCENT
QZONE
78%
PENGYOU
43%
TENCENT
WEIBO
68%
RENREN
57%
DOUBAN
32%
SINA WEIBO
75% KAIXIN001
43%
CHINA MILLENNIAL PROFILE
SOME
COLLEGE
8% COLLEGE
GRADUATE
65%
MARRIED
47%
12
MEET THE BRIC MILLENNIALS
CHANGING GENDER ROLES
	 •	Gender equality within
reach
	 •	Changing gender roles
RELATIONSHIPS, RELIGION
AND SOCIETY
	 •	Extending their
single years
	•	Friends as family
	 •	Religion and young
people
	 •	Race relations
	 •	LGBT issues
SOCIAL GOOD
	 •	Heal the world
	 •	DIY activism
SOCIAL MEDIA
	 •	Broadcasting the curated self
	 •	Social media-driven FOMO
	 •	Share no more
PERSONAL FINANCES AND
EMPLOYMENT
	 •	Bullish about personal finances
	 •	Money matters
	 •	Investing in the future
	 •	“It’s not fair”
	 •	“I’ll pave my
own way”
	 •	Working for more than a
paycheck
	 •	Tech empowers
	 •	The grass is always greener
GOVERNMENT, ACTIVISM AND
NATIONAL PRIDE
	 •	Wary of government
	 •	Making their voices heard
	 •	BRICs on the world stage
	 •	BRIC national pride
	
TRADITION VS. MODERNIZATION
	 •	“I’ll never be like my parents”
	 •	No nostalgia for Brazilians
	 •	Nostalgia for a less
complicated life
	 •	Traditions endure for most
	 •	Traditions worth saving
	 •	Because society says no
	 •	Living in an interconnected
world
	
STRESS AND URBANIZATION
	 •	Living a stressful life
	 •	The double-edged sword
of the city
Note: For more on the BRIC Millennials, please visit www.jwtintelligence.com to download the full report at no cost.
THANK YOU
466 Lexington Avenue
New York, NY 10017
www.jwt.com | @JWT_Worldwide
www.jwtintelligence.com | @JWTIntelligence
www.anxietyindex.com | @AnxietyIndex
Written by	 Jessica Vaughn
Editor	 Marian Berelowitz
Director of trendspotting	 Ann M. Mack
Trends strategist	 Nicholas Ayala
Contributors	 Robert Esnard
	 Jenny Lo
	 Juliana Maaz
	 Luiza Madeira
	 Andrey Slepchenko
	 Bhaskar Thakur
SONAR™	 Elizabeth Burns
	 Karen Montecuollo
Design 	 Peter Mullaney
Ann M. Mack
212-210-7378
ann.mack@jwt.com
@annmmack
Jessica Vaughn
jessica.vaughn@jwt.com
@jess_vaughn
JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices
in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues
a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning
branded content today. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with
international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-
Clark, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP
(NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide.
JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundant
information and constant innovation—finding quality amid the quantity.
We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of
multinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care.
© 2013 J. Walter Thompson Company.
All Rights Reserved.
MEET THE BRIC MILLENNIALS CONTACT
Cover Credits: 1. Andrey
Slepchenko 2. Bhaskar Thakur
3. iPandastudio 4. Andrey
Slepchenko 5. Juliana Maaz;
Luiza Madeira 6. bo1982
7. Bhaskar Thakur
1 2 3
4
5 6 7

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Meet the BRIC Millennials (September 2013)

  • 2. 3 INTRODUCTION A dozen years after the term BRIC was coined, we decided to zone in on the generation that will be defining the future of these markets, which together comprise around 40% of the global population. Millennials in Brazil, Russia, India and China have come of age during a unique time, during which their countries have experienced both unprecedented growth and the repercussions of a worldwide slowdown, globalization and the digital revolution. This generation will call on their distinct set of experiences and tools as they help to shape the future of nations that, as one bullish forecast suggests, could together overtake the G7 economies in less than 15 years. More conservative forecasters don’t foresee the BRIC group hitting this milestone until at least 2050; growth has slowed—with some warning of hard landings ahead—and a range of enduring challenges are proving intractable. But there’s still plenty of optimism surrounding these markets, and rich potential for growth. This study focuses in on some themes we’ve examined in the context of Millennials in the developed world, including personal finances and employment, stress, changing gender roles, social good and social media. We’ve also focused on issues that are especially relevant to Millennials in BRIC nations, in particular tradition vs. modernization, urbanization and national pride. Millennials are regarded as the first global generation, with more overlapping values and shared experiences than any before them. As our wide-ranging study details, in some respects Millennials across BRIC markets are very closely aligned, while in others they diverge wildly in their outlook thanks to unique national conditions and traditions. Here, we spotlight those commonalities and differences, along with some case studies that show how brands are responding to these increasingly influential young consumers.
  • 3. 4 TOPLINE FINDINGS • 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. • Millennials around the world have felt the sting of economic uncertainty, and young BRIC citizens are no exception. But they’re upbeat about their economic future and have adjusted their outlook to today’s economic realities, with many feeling that spending wisely is more important than earning a lot of money. • Accustomed to voicing their opinions on social media, 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. Indians are relatively the most positive about their government and political leaders. • This generation sees many life choices (choosing what to study and where, choosing where to live, etc.) as being more complicated today than they were in the 1960s, with Brazilian Millennials as the exception. • As the BRIC markets become more globalized, many long-standing cultural norms are being upended. Russian, Chinese and Indian Millennials are looking to preserve their cultural traditions; they feel traditions hold society together. Brazilians, by contrast, seem to have the most progressive mindset. Indeed, this cohort has far fewer taboos than their counterparts in Russia, India and China. • BRIC Millennials identify with cultures around the globe. More than half say they have friends from all over the world. Many appreciate the influence of other cultures on their way of life, and almost 6 in 10 see themselves as a global citizen first and a citizen of their homeland second. • 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.
  • 4. 5 TOPLINE FINDINGS (cont’d.) • BRIC Millennials feel responsible for leaving the world in better shape for future generations, and a wide majority feels there’s a need to balance out the inequalities of the world. • When it comes to homosexuality, Brazilian Millennials are the most open and accepting. But Chinese respondents slightly surpass Brazilians in acceptance of same-sex marriage. • While marriage is still valued among many young people in the BRIC markets, this cohort doesn’t necessarily see it as essential, especially in the near future. Almost 6 in 10 are comfortable with the idea of not getting married. More than 4 in 10 are open to pursuing parenthood without a spouse. • Indian Millennials are the most engaged with social media, followed by Chinese and Brazilians; Russians are by far the least engaged.
  • 5. 6 METHODOLOGY This report is the result of quantitative, qualitative and desk research conducted by JWTIntelligence throughout the year. Specifically for this report, we conducted quantitative surveys in Brazil, Russia, India and China using SONAR™, JWT’s proprietary online tool, from July 3-8, 2013. We surveyed a total of 1,640 Millennials aged 18-35 (385 Brazilians, 416 Russians, 455 Indians and 384 Chinese). Data is weighted to be representative of Internet users in each market. We also received input from JWT planners and researchers in each market surveyed.
  • 6. 7 WHO ARE THE BRIC MILLENNIALS? In each of these markets, our sample is representative of the Internet users in each nation. BRAZIL RUSSIA INDIA CHINA TOTAL POPULATION 201 million 142.5 million 1.2 billion 1.3 billion MEDIAN AGE OF POPULATION, 30.3 38.8 26.7 36.3 IN YEARS MILLENNIALS AS PERCENTAGE 30% 27% 30% 28% OF TOTAL POPULATION MILLENNIALS AS PERCENTAGE 54% 61% 75% 58% OF TOTAL INTERNET USERS* *15-34-year-olds, as of October 2011 Sources: CIA World Factbook, U.S. Census Bureau, eMarketer and comScore See the following four pages for demographic details on our Millennial respondents.
  • 7. APPENDIX: ADDITIONAL CHARTS 8 BRAZIL MILLENNIAL PROFILE COLLEGE GRADUATE 24% SOME COLLEGE 25% HIGH SCHOOL GRADUATE 34% LIVING WITH IMMEDIATE FAMILY 56% IN A RELATIONSHIP BUT NOT LIVING TOGETHER 15% LIVING IN A HOME OR APARTMENT ON THEIR OWN 29% IN A RELATIONSHIP AND LIVING TOGETHER 15% FREELANCE/ SELF- EMPLOYED 10% EMPLOYED FULL-TIME 53% FACEBOOK 80% GOOGLE+ 48% TWITTER 39% ORKUT 48% YOUTUBE 61% MARRIED 35%
  • 8. APPENDIX: ADDITIONAL CHARTS 9 HIGH SCHOOL GRADUATE 14% LIVING WITH IMMEDIATE FAMILY 58% IN A RELATIONSHIP BUT NOT LIVING TOGETHER 7% LIVING IN A HOME OR APARTMENT ON THEIR OWN 33% IN A RELATIONSHIP AND LIVING TOGETHER 15% FREELANCE/ SELF- EMPLOYED 4% EMPLOYED FULL-TIME 57% MARRIED 57% VK 71% GOOGLE+ 34% FACEBOOK 53% YOUTUBE 34% MAIL.RU 67% ODNOKLASSNIKI.RU 59% RUSSIA MILLENNIAL PROFILE SOME COLLEGE 25% COLLEGE GRADUATE 56%
  • 9. APPENDIX: ADDITIONAL CHARTS 10 GRADUATE/ POST-GRADUATE (GENERAL) 39% GRADUATE/ POST-GRADUATE (PROFESSIONAL) 48% LIVING WITH IMMEDIATE FAMILY 57% IN A RELATIONSHIP BUT NOT LIVING TOGETHER 8% LIVING IN A HOME OR APARTMENT ON THEIR OWN 22% IN A RELATIONSHIP AND LIVING TOGETHER 2% FREELANCE/ SELF- EMPLOYED 8% EMPLOYED FULL-TIME 59% FACEBOOK 74% TWITTER 37% YOUTUBE 44% LINKEDIN 37% GOOGLE+ 54% ORKUT 42% INDIA MILLENNIAL PROFILE SOME COLLEGE 6% MARRIED 48%
  • 10. APPENDIX: ADDITIONAL CHARTS 11 HIGH SCHOOL GRADUATE 3% LIVING WITH IMMEDIATE FAMILY 60% IN A RELATIONSHIP BUT NOT LIVING TOGETHER 9% LIVING IN A HOME OR APARTMENT ON THEIR OWN 15% IN A RELATIONSHIP AND LIVING TOGETHER 6% FREELANCE/ SELF- EMPLOYED 3% EMPLOYED FULL-TIME 76% TENCENT QZONE 78% PENGYOU 43% TENCENT WEIBO 68% RENREN 57% DOUBAN 32% SINA WEIBO 75% KAIXIN001 43% CHINA MILLENNIAL PROFILE SOME COLLEGE 8% COLLEGE GRADUATE 65% MARRIED 47%
  • 11. 12 MEET THE BRIC MILLENNIALS CHANGING GENDER ROLES • Gender equality within reach • Changing gender roles RELATIONSHIPS, RELIGION AND SOCIETY • Extending their single years • Friends as family • Religion and young people • Race relations • LGBT issues SOCIAL GOOD • Heal the world • DIY activism SOCIAL MEDIA • Broadcasting the curated self • Social media-driven FOMO • Share no more PERSONAL FINANCES AND EMPLOYMENT • Bullish about personal finances • Money matters • Investing in the future • “It’s not fair” • “I’ll pave my own way” • Working for more than a paycheck • Tech empowers • The grass is always greener GOVERNMENT, ACTIVISM AND NATIONAL PRIDE • Wary of government • Making their voices heard • BRICs on the world stage • BRIC national pride TRADITION VS. MODERNIZATION • “I’ll never be like my parents” • No nostalgia for Brazilians • Nostalgia for a less complicated life • Traditions endure for most • Traditions worth saving • Because society says no • Living in an interconnected world STRESS AND URBANIZATION • Living a stressful life • The double-edged sword of the city Note: For more on the BRIC Millennials, please visit www.jwtintelligence.com to download the full report at no cost.
  • 12. THANK YOU 466 Lexington Avenue New York, NY 10017 www.jwt.com | @JWT_Worldwide www.jwtintelligence.com | @JWTIntelligence www.anxietyindex.com | @AnxietyIndex Written by Jessica Vaughn Editor Marian Berelowitz Director of trendspotting Ann M. Mack Trends strategist Nicholas Ayala Contributors Robert Esnard Jenny Lo Juliana Maaz Luiza Madeira Andrey Slepchenko Bhaskar Thakur SONAR™ Elizabeth Burns Karen Montecuollo Design Peter Mullaney Ann M. Mack 212-210-7378 ann.mack@jwt.com @annmmack Jessica Vaughn jessica.vaughn@jwt.com @jess_vaughn JWT: JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries, employing nearly 10,000 marketing professionals. JWT consistently ranks among the top agency networks in the world and continues a dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content today. JWT embraces a WORLDMADE philosophy, making things inspired by the world through blending technological innovation with international imagination. JWT has forged deep relationships with clients including Bayer, Diageo, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly- Clark, Macy’s, Mondelez, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone, Vonage and many others. JWT’s parent company is WPP (NASDAQ: WPPGY). For more information, please visit www.jwt.com and follow us @JWT_Worldwide. JWTIntelligence: JWTIntelligence is a center for provocative thinking that is a part of JWT. We make sense of the chaos in a world of hyper-abundant information and constant innovation—finding quality amid the quantity. We focus on identifying changes in the global zeitgeist so as to convert shifts into compelling opportunities for brands. We have done this on behalf of multinational clients across several categories including pharmaceuticals, cosmetics, food, and home and personal care. © 2013 J. Walter Thompson Company. All Rights Reserved. MEET THE BRIC MILLENNIALS CONTACT Cover Credits: 1. Andrey Slepchenko 2. Bhaskar Thakur 3. iPandastudio 4. Andrey Slepchenko 5. Juliana Maaz; Luiza Madeira 6. bo1982 7. Bhaskar Thakur 1 2 3 4 5 6 7