SERIOUS, CONSCIENTIOUS AND ANXIOUS
“Don’t let them get you down. Be cheeky and wild and wonderful,” said Astrid Lindgren, author of Pippi Longstocking. When you’re young, you can be wild and make mistakes. You should cast aside your inhibitions and enjoy yourself. This was a common opinion in the 20th century; people would refer to the “privilege of youth.” Today, when we talk about a “generation” and its “privilege,” we’re more likely to be talking about the baby boomers – a generation that has never had to worry much about jobs, and one that is now receiving full pensions.
Today’s young people are facing enormous challenges, with technological advances bringing constant change to the labor market. According to the 2018 Youth Barometer, a large percentage of 16to 25-year-olds in the United States, Brazil and Singapore are anxious and worry that their jobs may not even exist in the future (in Switzerland, the situation is viewed somewhat less pessimistically). So they are putting their money into savings accounts, dreaming of buying a home rather than taking a trip around the world, and avoiding drugs. It is striking to note that membership in groups like clubs and youth organizations is on the decline.
“Millennial values” is one of Credit Suisse’s supertrends – one of what we have identified as the five most important social changes of our time. United Nations data shows that people born after 1980 make up nearly 30 percent of the world’s population. If we want to sell to them, hire them or simply hold a civilized conversation with them, we need to understand their concerns. The eighth Youth Barometer provides the necessary information. I hope you will find this publication both informative and enjoyable.