Around the world, youth value inclusion and equality – and want to feel comfortable in their own skin as well.
Youth today want to make the world a more accepting place, according to Viacom Global Consumer Insights’ new study of over 7,000 young people aged 16-24 in 14 countries*. This research revealed that 95% of global youth feel their generation believes in inclusion and equality. They celebrate diversity and feel inspired by those who are able to break free from outdated perceptions of gender, race, religion and demographics.
For most, the journey starts within – 96% of youth globally say that feeling comfortable in their own skin is important.
In fact, authenticity and self-acceptance have become the ultimate personal goals for youth around the world today. As Franciszek, an 18 year old from Poland, put it: “I think the most important thing in life is to be okay with yourself, to be honest and to trust other people. As long as I am okay with myself, I know I won’t have to worry about anything else.”
Youth aspire to move past restrictive notions of who they should be. But do they believe that in the long run, they’ll actually be less judgmental than previous generations?
As it turns out, they’re not so sure…
* This project employed a range of qualitative methods (video diaries, ethnographic interviews, an online community and a co-creation ‘pajama party’), as well as a survey of almost 7,471 people aged 16-24 across 14 countries: Australia, Brazil, France, Germany, Italy, Malaysia, Mexico, Netherlands, Poland, Singapore, South Africa, Spain, UK, USA.