下一代領(lǐng)袖介紹+Next+Gen+Leaders

PRIVATEANDCONFIDENTIAL|2022

2021Updates

NEXTGEN

LEADERS

2022

BUSINESS*NOLONGER*ASUSUAL

PRIVATEANDCONFIDENTIAL|2022

AnonlinesurveytoVICEMediaGroup’syouthaudiencearoundtheworld.

EUROPE

25%

COMPOSITION

MARKETS

GLOBAL

N=1,174

AGE

GENDER

50%Female

45%Male

40%GenZ-

OTHER

1%

APAC

39%

45%GenY

15%GenX

OBJECTIVE

UNDERSTANDTHEVALUESANDASPIRATIONSOFTHENEXTGENERATIONOFBUSINESS

LEADERSTOFORECASTTHEFUTUREOFWORK

N.AMERICA

35%

5%Nonbinary

PRIVATEANDCONFIDENTIAL|2022

GENZISTHE

FUTUREOFTHE

WORKFORCE

PRIVATEANDCONFIDENTIAL|2022

GENZ’SCURRENTWORKSTATUS

40%

24%

GENZISENTERING

THEWORKFORCE

INDROVES

12%

7%

SELF-

MPLOYED

WORKING

PARTTIME

FULLTIME

STUDENT

FULLTIME

EMPLOYED

PRIVATEANDCONFIDENTIAL|2022

THEYARE

59%

OFTEN/ALWAYS

INFLUENCING

STRATEGIC

18%

SOMETIMES

BUSINESS

Q:

Howoftendoyou

contributetothe

strategicbusiness

DIRECTIONS

decisionmakingof

yourworkplace

(i.e.choicesthat

impactthedirectionor

growthofthe

organization)?

23%

RARELY/NEVER

PRIVATEANDCONFIDENTIAL|2022

PRIVATEANDCONFIDENTIAL|2022

MANYARESTARTING

THEIROWNBUSINESSES

9in10

LEAST

GENZHAVEAT

:THOUGHTABOUTSTARTINGTHEIR:

:OWNBUSINESS:,IFTHEY

HAVEN'TALREADY.

1in5

GENZHAVEALREADY

:STARTEDTHEIROWN:

BUSINESS:

WHATWOULDWORK

LOOKLIKEIFITWERE

BUILTBYGENZ?

THEPREFACE:

Whetheryouhavealreadystartedyourown

business,havejustthoughtaboutit,or

haveneverthoughtaboutituntilnow,we

wantyoutoimagineyouarestartingthe

idealcompanyorplaceofwork.

Pleasecompletethefollowingquestions

basedonhowyou’ddesignanewbusiness

ifitwere(oris)completelyuptoyou.

01

CREATIVITY

02

VISION

03

CONNECTION

04

BALANCE

01:CREATIVITY

CREATIVITY

WILLBETHE

COREOFGENZ

WORKCULTURE

PRIVATEANDCONFIDENTIAL|2022

GENZHASBEENSHAPEDBYFORCESOFCREATIVITY

THEY’VEREINVENTEDSOCIALNORMS

JUST22%

OfGenZuselabelssuchasfemale,queer,multiracial,etc.toexpresstheiridentity.

THEY’VECATALYZEDCREATIVEENDEAVORS

68%

OfGenZgotmorecreativethroughoutthepandemic(learnedanewskill,experimentedwithrecipes,tookupahobby)

THEYSEEK

ENDLESSDISCOVERY

79%

OfGenZsaytheyneedmore

knowledge/educationinordertolivea

happyandhealthylife.

+12pptsfromMarch2020toJune2021

SOURCE:VICEYouthCensus,Global,2022;VICEYouthinPandemic,Global,2021

PRIVATEANDCONFIDENTIAL|2022

CREATIVE

(34%)

OPEN-MINDED

(34%)

COMPETITIVE

(29%)

AMBITIOUS

(29%)

SELFISH

(27%)

INDEPENDENT

(25%)

OUTSPOKEN

(23%)

PROGRESSIVE

(22%)

PESSIMISTIC

(21%)

OPTIMISTIC

(20%)

ENVIRONMENTALLYCONSCIOUS(20%)

RISK-TAKERS

(20%)

CLOSED-MINDED

(19%)

EMPATHETIC

(18%)

ENTREPRENEURIAL

(16%)

CONSERVATIVE

(13%)

RESERVED

(13%)

PRAGMATIC

(9%)

‘CREATIVITY’ISNOTJUSTASKILL,BUTADEFININGCHARACTERISTICOFTHISGENERATION

Q:Howwouldyoudescribemostpeopleyourage?

FUNNY

(35%)

CURIOUS

(30%)

LAZY

(27%)

INNOVATIVE

(21%)

POLITICALLYACTIVE

(19%)

SOURCE:VICEYouthCensus,Global,2022

PRIVATEANDCONFIDENTIAL|2022

GENZBUSINESSESWILLFLOURISHINCREATIVE

FIELDS

1in2

GenZare

inspired/motivatedtostart

theirownbusinessforthe

:creativeexpression:

Q:Whatfielddoes/wouldyour

businessfallinto?

18%

ART/DESIGN/DIY

CONTENT/MEDIA/ENTERTAINMENT

25%

+4pptsvs.GenY

+9pptsvs.GenX

+7pptsvs.GenY

+13pptsvs.GenX

ADVERTISING/MARKETING17%

FOOD/BEVERAGE/RESTAURANTS16%

CONSUMERPRODUCTS15%

TECHNOLOGY/SOFTWARE13%

EDUCATION12%

AGRICULTURE11%

TRAVEL/HOSPITALITY10%

RETAIL10%

PRIVATEANDCONFIDENTIAL|2022

INVENTION

GENZWILLBUILDWORKCULTURESTHATFOSTERINNOVATION

Q:Whatwouldthecultureof

yourcompanybelike?

Thecultureofmybusiness

wouldberootedin…

CREATIVITY

#1

The#1thingGenZsaystheir

companyculturewouldbe

rootedinis‘creativity.’

1in3

GenZsaytheircompany

culturewouldberootedin

‘invention’

+6pptsvs.GenY

PRIVATEANDCONFIDENTIAL|2022

Y

X

THEYWILLHIRE

CREATIVEMINDS

Q:Whatskillsorqualitieswouldbecritical

foryouremployeestodemonstrate?

COMMUNICATION

vs.Gen

CREATIVITY61%

PASSION60%

PROBLEMSOLVING52%

RESPECT46%

VISION45%

ADAPTABILITY45%

SELF-AWARENESS43%

INTERPERSONALSKILLS43%

INTEGRITY40%

COLLABORATION38%

+5pptsvs.GenY

+13pptsvs.GenX

+3ppts

+6ppts

vs.Gen

63%

PRIVATEANDCONFIDENTIAL|2022

PRIVATEANDCONFIDENTIAL|2022

THEYWILLPARTNER

WITHTHOSEWHOTHINK

OUTSIDETHEBOX

#1

VISION/ABILITYTOINNOVATE

isthe#1elementGenZconsiderswhenchoosing

partnersorvendorstoworkwith(assumingthe

product/solutionmeetstheirneeds)

#2isPRICE

02:VISION

GENZWILL

HAVEACLEAR

VISIONFOR

WHATTHEY’RE

CREATINGAT

WORK

PRIVATEANDCONFIDENTIAL|2022

GENZISLIVINGINTHEMOSTCOMPLEXANDINTERELIANTVERSIONOFTHEWORLD

THEY’REOPERATINGASA

GLOBALVILLAGE

81%

OfGenZareconcernedwiththestateoftheworld.

vs.59%concernedwiththestateoftheircommunity

THEY’RERECONSTRUCTING

THE“NEWNORMAL”

70%

OfGenZsay“Thepandemicchangedmyperspectiveonwhat’simportanttomeinlife.”

THEY’REEMERGING

ALONGSIDETHEMETAVERSE

52%

OfGenZwanttoexperiencemakingmoneyintheMetaverse.

vs.41%GenX

SOURCE:VICEYouthCensus,Global,2022;VICEYouthinPandemic,Global,2021;VICEandRazorfish,IntotheMetaverse,US,2022

PRIVATEANDCONFIDENTIAL|2022

PRIVATEANDCONFIDENTIAL|2022

43%

Q:

Whatwouldbe

yourguidinglight

whenmakingdayto

daydecisionsfor

yourbusiness?

21%

Thewellbeing/happinessof

thecompany'semployees

:THECOMPANY’S

MISSION/PURPOSE:

→33%GenY

14%

Yourpersonalvision

forthecompany

→20%GenY

→23%GenX

14%

8%

?nancialsuccess

THEMISSIONOFTHEIRWORKWILLBETHEIRGUIDINGLIGHT

Thecompany’s

Thecompany’s

GenX

→21%

environmental

impact

GENZWILLMEASURESUCCESSBYIMPACT,

NOTINCOME

Q:Ifyourcompanywasknownforits

successinonething,whatwouldyouwantittobe?

26%25%

20%

11%

“Youreallyneedtoknowwhyyou’re

doingit,whatmotivatesyou.

3xlessthanimpactoncommunity

7%

Theanswercan’tbemoney.”

-GENZ,MALE,NA

BESTPRODUCT/SERVICE

BESTPLACETOWORK

MOST

INNOVATIVE

COMPANY

HIGHEST

REVENUE/

PROFIT

BIGGEST

IMPACTONITS

COMMUNITY

PRIVATEANDCONFIDENTIAL|2022

54%

GENZ

43%

GENY

32%

GENX

THEIRBUSINESSESWILLIMPACTTHEGLOBE

Q:Wouldyourbusinessbe…

GLOBAL

LOCAL

BIG

SMALL

53%

38%

16%

PRIVATEANDCONFIDENTIAL|2022

THEYWILLHIRE

LEADERSWITHTHE

ABILITYTONAVIGATE

UNCHARTED

TERRITORIES

“[AdviceIhaveforotherswantingto

starttheirownbusiness:]

Neverdoubtyourself.Ifyouhavea

choicebetweeneithertakingriskor

regret,thenalwayschooserisk.”

-GENZ,FEMALE,APAC

Q:Whatskillsorqualitieswouldbecritical

foryourleaderstodemonstrate?

COMMUNICATION

PROBLEM-SOLVING

RESPECT

PASSION

VISION

COURAGE

CREATIVITY

EMPATHY

ADAPTABILITY

SELFAWARENESS

INTEGRITY

48%→41%GenY

44%

48%

46%

60%

54%

54%

43%

45%

53%

53%

PRIVATEANDCONFIDENTIAL|2022

ALIGNINGUNDERONE

VISIONWILLMAKE

COMMUNICATIONKEY

68%

skill/qualityboth

employeesandleaders

mustdemonstrateis

OfGenZsaycultureisabout

:sharedgoalsandvalues:

#1-COMMUNICATION-

SOURCE:VICEYouthinPandemic,Global,2021

03:CONNECTION

GENZWILL

WORKFORGOOD

COMPANIES

WITHGOOD

COMPANY

PRIVATEANDCONFIDENTIAL|2022

GENZCARESDEEPLYABOUTTHEPEOPLE

AROUNDTHEM

THEYADVOCATEFOR

INCLUSIVITY

83%

OfGenZvalueinclusivityjustasmuchorevenmoresincethepandemic

THEYSEEKASENSEOF

COMMUNITY

80%

OfGenZfocusontheirsenseof

communitywhenitcomestocreatingasuccessfullife

THEYPRIORITIZE

RELATIONSHIPS

#1

The#1aspectoftheirlivesGenZ

planstoindulgeinmoremovingforward

istheirrelationships&lovedones

SOURCE:VICEYouthinPandemic,Global,2021

SOURCE:YOUTHINPANDEMICI-V,2020-2021

PRIVATEANDCONFIDENTIAL|2022

Thecompany’smission/purpose

8%

NEXTTOTHE

21%

MISSION,GENZ

WILLMAKE

THEWELLBEING/HAPPINESS

43%

OFTHECOMPANY’S

EMPLOYEES

DECISIONSTHAT

SUPPORTTHE

WELLBEINGOF

Q:

Whatwouldbe

yourguidinglight

THEIREMPLOYEES

14%

whenmakingdayto

Yourpersonalvision

daydecisionsfor

yourbusiness?

forthecompany

14%

Thecompany’s?nancialsuccess

Thecompany’s

environmental

impact

PRIVATEANDCONFIDENTIAL|2022

GENZWILLBUILDWORKCULTURETHAT

SUPPORTSTHEPEOPLEWITHINTHEIRWALLS

TOP5THINGSTHEIRBUSINESSCULTUREWOULDBEROOTEDIN

54%

48%

47%

44%

41%

CREATIVITY

WORKLIFEBALANCE

LEARNING/

GROWTH

MISSION

(DOINGWORK

THATMATTERS)

FLEXIBILITY

PRIVATEANDCONFIDENTIAL|2022

THEYWILLHIRELEADERS

WITHBUSINESSHUMANSKILLS

AMONGGENZ’STOP10MOSTSOUGHTSKILLS/QUALITIESINLEADERSHIP

RESPECT

54%OFGENZ

willhireleaderswho

demonstraterespect

EMPATHY

46%OFGENZ

willhireleaderswho

demonstrateempathy

SELF-AWARENESS

44%OFGENZ

willhireleaderswho

demonstrateself-awareness

AMONGGENZ’SBOTTOM10SOUGHTSKILLS/QUALITIESINLEADERSHIP

DELEGATIONEDUCATIONINTHEFIELDCOMPUTER/TECHPROFICIENCY

PRIVATEANDCONFIDENTIAL|2022

THEYWILLCONSIDER

HOWVENDORSTREAT

PEOPLEBEFORETHEY

PARTNERWITHTHEM

OVER

HALF

OfGenZchoose

vendors/partnersbasedon

:howtheytreattheiremployees:

PRIVATEANDCONFIDENTIAL|2022

04:BALANCE

GENZ’SWORK

IDENTITYWILL

DEFINETHEIR

IDENTITYWORK

PRIVATEANDCONFIDENTIAL|2022

PERSONALITY

64%

52%

46%

30%

AGE

GENDER/

SEXUALITY

GENZDEFINES

HOBBIES/PASSIONS

THEMSELVESBY

INTERNAL(VS.

VALUES/MORALCODE

EXTERNAL)

QUALITIES

Whatcreatesyouridentity?

31%

24%

ETHNICITY

SOURCE:VICEYouthCensus,Global,2022

PRIVATEANDCONFIDENTIAL|2022

PRIVATEANDCONFIDENTIAL|2022

GENZWILLNOTLETTHEIRJOBDEFINEWHO

THEYARE

ONLY

29%

OfGenZsaytheirjob/career

helpscreatetheiridentity

-5pptssince2018

SOURCE:VICEYouthCensus,Global,2018&2022

PRIVATEANDCONFIDENTIAL|2022

PRIVATEANDCONFIDENTIAL|2022

9%

Incommunalspaces(e.g.co?eeshops)

GENZ

GENX

cruxof

.

THEYWILLLETWHOTHEYARE

DEFINETHEIRJOB

Mypersonality/identity…

GENY

…isthe

mybusiness

…contributejustpartially

tomybusiness

*Askedofthosewho’vestartedabusiness

THEYWILLDRAWALINE

BETWEENTHEIRWORKANDPERSONALLIFE

Q:Doyoukeepyour

workseparatefrom

yourpersonallife,

orarethetwo

blended?

68%

SEPARATE

+5pptsvs.GenY

+10pptsvs.GenX

32%

BLENDED

GenZis2xmorelikelythan

GenY&Xtosaytheirwork

andpersonallifearenot

blendedbychoice

PRIVATEANDCONFIDENTIAL|2022

PRIVATEANDCONFIDENTIAL|2022

THEYWILLUSE

PHYSICALSPACETOSEPARATE‘WORK’

FROM‘LIFE’

2in5

GenZsaytheabilitytoseparatetheir

workfromtheirpersonallifehas

beenachallengeofworkingremotely.

SOURCE:YOUTHINPANDEMICIV:THEFUTUREOFWORK,2021

PRIVATEANDCONFIDENTIAL|2022

GENZWILLTAKETHEIRWORKTOPLACESTHAT

INSPIRETHEMPERSONALLYANDPROFESSIONALLY

22%

ATHOME

-6pptsvs.GenY

-10pptsvs.GenX

30%

INADESIGNATEDWORK

SPACE(E.G.OFFICE)

OnParwithGenY

OnParwithGenX

Q:

Wherewould

you/youremployees

domostofyour

work?

48%

SOMEWHEREELSE

15%AROUNDTHEWORLD

(I.E.WHILETRAVELING)

14%INASHAREDWORKSPACE

(E.G.WEWORK)

11%INAVIRTUALWORKSPACE

(E.G.DECENTRALAND)

9%INCOMMUNALSPACES

(E.G.COFFEESHOPS)

PRIVATEANDCONFIDENTIAL|2022

HOWBRANDSCANSUPPORTNEXTGENLEADERS

TAKEAWAYS&

PROVOCATIONS

02

VISION

03

CONNECTION

04

BALANCE

01

CREATIVITY

PROVIDETHETOOLS,RESOURCES,ANDENVIRONMENTTOUNLOCKCREATIVE

POTENTIAL

?Whatcreativeelementscanyouaddtotheirworkspace,

environment,oratmosphere

inspirenewwaysofthinking?

?Whattoolscanyouprovidetoinspireartistic