We have just completed an in-depth investigation that defines significant behavioral dynamics associated with decisions and how people view themselves.

We just completed a large study (sample size of 33,000 18-29 year olds, with 51% female) in the US.  The results were compared to a similar study completed in 1985.

There are consistencies with how this demographic views themselves.  Relative to the world around them, they have a slightly greater sense of freedom, individuality and control.  Their desire to be leaders, making smart choices and pride is also slightly greater.

The big change however, is that this group of 18-29 year olds, have significantly less trust in their relationships and experiences today.

So what does this mean?

They trust themselves (internal). They don’t want to be sold (external).

Companies will do well that have problem solving vs selling styles, two way relationships where the customer feels like they are considered in decision making, brands that “inspire” versus provide a creative solution…….

StrategicVision Worldwide ValueCentered Study Youth June 2010.

~ Margo