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Brief Published: 6 Jun 2014

Disruptive Millennials


A new global study, entitled The Disruptive Mindset of Millennials Around the Globe, has found that millennials (those born between 1981 and 1994) are more competitive, global-minded and anxious than previous generations.

The study, which surveyed 48,000 respondents across 20 countries, was conducted between December 2013 and January 2014 by Dutch market research firm Motivaction International.

Almost one-third (32%) of those surveyed claimed that competing with colleagues produced better results than working collaboratively, while for almost half, happiness depends on their career.

Their broadminded attitudes led 41% to describe their social network as containing many people from different backgrounds, and 49% said they liked to surround themselves with things from other cultures. However, millennials are anxious about the future, with 39% agreeing with the statement "I sometimes feel that the future holds nothing for me".

The report highlighted differences between emerging-market millennials and their Western counterparts. Those in upcoming economies are more family, community and status-oriented than Western millennials, who are characterised as open-minded, active and postmodern.

Millennials have already made their mark on the film, music and media industries, and the report highlighted their potential to disrupt the financial sector as well. The report shows that they are more open to peer-to-peer finance models than previous generations, and revealed they would also consider trusting large, non-financial companies such as internet giant Google to provide basic financial services.

For more on the attitudes, habits and lifestyles of millennials around the world, see Understanding the Millennial Consumers, Brazil's Young Millennials and Gen Y: A Force for Change (part of our Macro Trend, The Austerity Opportunity). In addition, look out for our upcoming report on millennials from The Future of Consumer Intelligence event, held in California last month.