Bulletin - - Credit Suisse Youth Barometer - Steven F. Althaus, Head Global Mar­ket­ing & Brand Com­mu­ni­ca­tions

“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.

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