“Teens around the world today are re-defining the good life,” says Chip Walker, executive vice president and director of planning at Energy BBDO. “They view money as a means to an end rather than as an end in itself.”
The study’s findings suggest that teens’ financial ambition is a practical means to protecting their families and creating security. Their top five global personal values include: 1) protecting the family: 65%; 2) freedom: 55%; 3) enjoying life: 54%; 4) stable personal relationships: 54%; and 5) having fun: 51%.
Only 34% of teens cited ambition and aspiring to get ahead as personal values, and 78% disagree that in seeking a job, money is more important than personal fulfillment.
“Companies today must address these new teens who are ambitious and craving a well-rounded life,” explained Mr. Walker. “To do so they need to recognize the nuance, sophistication and many goals of teen life.Unlike their predecessors, many teens today have their eyes on a higher prize: balance and enjoyment in life,” he said.