The research examines the motivations of young people and seeks to uncover what makes them both similar to and different from previous generations.
What emerged was a view of the first truly global generation, fuelled and empowered by technology and motivated by the same three fundamental needs: commune (the need for connection, relationships and community), justice (the need for social or personal justice, to do what's right, to be an activist), and authenticity (the need to see things as they are). These motivations drive behaviour that transcends borders.
Laura Simpson, global IQ director for McCann Worldgroup, said of the study: "What we saw is that technology is the great global unifier. It is the glue that binds this generation together and fuels the motivations that define them."
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