Marketing In An Era Of Selfishness

M&C Saatchi market research agency The Source conducted a global study exploring the views, attitudes and behaviours of the post-millennial generation. Moray MacLennan shares the key findings from Risk, Realism and Ritalin.

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The moon landing, the assassination of JFK, the Saatchi split – certain events you remember where you were. For me, Brexit was Cannes and Trump was Cape Town. The scene of those two mornings was similar to the opening of Four Weddings and a Funeral – “f***”, “f***”, “f***” – followed by wondering what was really going on and what would happen next.

What tripped up Remainers and the Democrats was a belief that the usual rules would apply and that people would behave as they always had – that is, rationally: “It’s the economy, stupid.” But they didn’t and it wasn’t. To determine the way the world is going, it’s best not to focus on media habits, read books, talk to futurologists or consult scientists. The best way is to listen to people – and not just any old people but those who will shape the world over the next 30 years: the post-millennials (people born in this century). It is important to understand that they are different. After all, they will soon make up a third of the world’s population.

Living in a perma-crisis