Financial security and employment are top concerns for teens worldwide, with 70 percent of teens in 13 countries polled by Energy BBDO citing financial security and making their parents proud as top life expectations; over half of teens surveyed for the "GenWorld Teen Study" expect to be rich in their lifetime, and half expect to own a business.
The study findings suggest that teens' financial ambition is not an end in itself but a means to protect their families and ensure personal freedom. The top 5 personal values cited as extremely important were protecting the family (65 percent); having freedom in action and thought (55 percent); enjoying life (54 percent); having stable personal relationships (54 percent); doing fun things (51 percent).
Only 34 percent of teens cited ambition and aspiring to get ahead as personal values, and 78 percent disagree that in seeking a job money is more important than personal fulfillment.
Among the top life expectations cited by teens: Make my family proud, 71 percent; be financially secure, 70 percent; travel the world, 64 percent; lead a stable life, 63 percent; get married, 58 percent; be better off financially than my parents, 55 percent; be a parent, 52 percent; be rich, 52 percent; speak a foreign language, 51 percent; find a soul mate, 50 percent; own a business, 50 percent.
The GenWorld Teen Study commissioned by Energy BBDO gauged the lifestyle, values attitudes and brand perceptions of 3,322 teens age 13-18 in 13 countries: the U.S., Mexico, Brazil, the U.K., France, Germany, Spain, Australia, Russia, Poland, China, Taiwan, and India.