The Human Project 2016: The New Playbook for our Future Generation

At Zeno Group, we’re passionate about understanding people — their behaviors, values and attitudes – and how they relate to brands. To keep in touch with the changing lifestyles and lifestages of each generation, we created a multi-generational study designed to uncover how brands can make a deep connection with the people they want to reach. This is the Human Project™.

Today, people expect brands to deliver a different experience. They want them to act more human – to behave like a best friend. Not surprisingly, the values people assign to their deepest relationships are the same values they desire from the products they choose.

From international CMOs to election strategists, everyone is seeking the attention and support of today’s Global Youth (ages 14-25).  This year, The Human Project reveals an intimate and insightful portrait of this generation of men and women who are vastly different and more complex than previous youth generations.  The study, conducted in partnership with CEB Iconoculture Consumer Insights, gathered data from more than 5,000 individuals in the United States, Canada, China, India, Australia and the United Kingdom. The study defines “Global Youth” as those born between 1991 and 2001 and divides them into two distinct groups “Gen WE” (14-20) and “Gen Z” (21-25).

Seven Global Truths

Examining the nuances into how youth think, act and behave is the imperative for companies and brands as they look to maintain relevance with today’s most digitally intuitive generation. They are masters of platform; more self-aware, success-driven, socially-responsible and globally-minded than any generation before them. They are shaping the global conversation and the workforce of the future. Now is the time to embrace their influence.

The Human Project 2016 uncovered seven global truths shaping the way youth see the world.