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1、,Genie?激励一代,A study about people, not consumers! 这是一个关于人的研究, 而非消费者研究 20-29 year olds urban educated elite in South, East & South East Asia 针对东亚,南亚,东南亚的20-29岁城市菁英而作 A study about understanding their psyche 这个研究欲探索这群年轻一代心里的想法 their values not behavior and attitudes unlike other studies 不同于其他的研究调查, 只针对
2、他们的价值观, 而非行为与态度,Scale And Scope Of The Study 研究的规模与范围,Full-scale Qualitative Research 66 extended creativity groups in 14 cities 大规模的质化调查, 横跨14个城市, 66场座谈会 Full-scale Quantitative Research 7,000 interviews in 9 key markets 大规模的量化调查-9个主要市场中的7000个受访者 Trend Guru Interviews 27 respected opinion-formers i
3、n 9 key markets 趋势专家的专访-9个主要市场的27位重要的专家,Genie?激励一代,The GENeration who Independently Engage in society 一个独立地融入参与社会的一代 Independence Engagement,独立 融入参与,Genie 激励一代 Engage in society while asserting independence and desire controlled freedom 在主张独立的同时, 也融入参与社会之中, 他们要的是一种有限制的自由 Asian亚洲,Genie(激励一代) Engage i
4、n society while asserting independence and desire controlled freedom 在主张独立的同时, 也融入参与社会之中, 他们要的是一种有限制的自由 Asian 亚洲,Generation X(X一代) Disengage from society by creating tribal culture and desire total freedom 透过创造自我族群的文化 来与社会脱离, 他们追求的是完全的自由 Western 西方,揃eing self-centred should coexist with the values o
5、f the whole society? (Beijing male) 撛非笞晕业耐? 应该同时 融入整个社会的价值观?(来自一位北京男性的意见),6 Rules Of Engagement 激励一代参与社会的六项方式,Genie,Machine System = treadmill of success 社会机制-为了成功 而单调的工作,6 Rules Of Engagement,Genie,Machine System = treadmill of success 社会机制-为了成功 而单调的工作,Mask The front I have to put on 面具-必要的防卫,6 Rul
6、es Of Engagement,Genie,Machine System = treadmill of success 社会机制-为了成功 而单调的工作,Mask The front I have to put on 面具-必要的防卫,Marriage My destiny 婚姻-必要的过程,6 Rules Of Engagement,Genie,Machine System = treadmill of success 社会机制-为了成功 而单调的工作,Mask The front I have to put on 面具-必要的防卫,Marriage My destiny 婚姻-必要的过程
7、,Money Buys opportunity 钱-可以买到机会,6 Rules Of Engagement,Genie,Machine System = treadmill of success 社会机制-为了成功 而单调的工作,Mask The front I have to put on 面具-必要的防卫,Marriage My destiny 婚姻-必要的过程,Money Buys opportunity 钱-可以买到机会,Mindset Balance between self fulfillment and family obligation 心态, 一种自我实现 与家庭责任的平衡
8、,6 Rules Of Engagement,Genie,Machine System = treadmill of success 社会机,Mask The front I have to put on 面具,Marriage My destiny 婚姻,Money Buys opportunity 钱,Mindset Balance between self fulfillment and family obligation 心态,Mutuality Of respect - between system & me 相互依存-一种自我 与社会的相互尊重,It is all too easy
9、 for the real me to remain bottled up . 真正的自我仍未被发掘 Uncorking the Genie 探索激励一代,The Outer Me,Conservative 保守的,Businesslike 条理的,Ambitious 野心的,Confident 自信的,Fun-loving 爱玩的,Fanciful (female) 幻想的(女性),Humble 谦虚的,Respectful 有礼的,Dutiful 负责的,Frustrated 失意的,Thoughtful 谨慎的,Considerate 体贴的,I am 我是,The Inner Me,I
10、ndependent 独立的,Efficient 效率的,Successful 成功的,Bold 大胆的,Liberated 自由的,Carefree 无忧的,Attractive 有魅力的,Respected 受人尊敬的,Admirable 令人钦佩的,Demanding 敢有所要求,Creative 创意的,Caring 关心的,I want to be 我想要变成,A Pattern Emerges 这一切所呈现的是,Outer Me 外在的我 What I need 我需要什么 Attributes 我的特点 Input 我对社会机制的投入 Task 任务,Inner Me 内在的我
11、What I want 我想要什么 Benefits 利益点 Output 我由社会机制中得到什么 Reward 回报,Debunking Some Myths 揭穿几个谜思,Myth #1 第一个谜思,There is no such thing as an Asian youth, there are too many cultural differences 并没有所谓的 亚洲年轻一代 因为文化间的差异太多了!,Myth # 1 第一个谜思,Ignoring universal truths about people restricts the scope of brand-consum
12、er relationships 如果忽略了有关人的共通事实, 将会局限品牌与消费者之间的关系.,! DANGER 注意,Myth #2 第二个谜思,There is an Asian 揋enerasian X?emerging, unhappy and increasingly feeling cut-off from the rest of society 一群不愉快，而且日益与社会疏离的 亚洲X一代出现了。,Myth # 2 第二个谜思,A 揋enerasian X?does not exist; indeed they do not see themselves as part of
13、a distinct 揼eneration?in the same way as young people in the West 亚洲并没有一代； 他们并不认为自己像是西方年轻人那般 自认为属于一个明显不同的一代。,! DANGER 注意,Myth #3 第三个谜思,Young people in Asia are totally consumed by materialism. They don抰 care about society. 亚洲的年轻一代, 完全被物质主义所驾驭, 他们不关心社会。,Our trend gurus also support this myth . 我们所访问的
14、趋势专家, 也支持这样的谜思。,Self-Centred Approach To Life 以自我为中心的生活方式,揟hey only care about self-interest, or self preservation? (Guru - Singapore) 撍峭蛔庾约旱男巳 维护自我?新加坡的专家),揈veryone is practical and realistic. No one will help others for nothing (Guru - Taiwan) 懨扛鋈硕冀簿渴导? 没有人会无条件的帮助他人 (台湾的专家),揟hey belong to the hype
15、r-warp-speed-to-success generation. The I-want-it-now-yesterday generation?(Guru - Malaysia) 他们是讲究快逸速食文化的一代 (马来西亚的专家),揟hey believe that to profit in life is to really enjoy it (Guru - Thailand) 撍窍嘈懦浞窒硎懿拍苁股罘岣粩 (泰国的专家),Superficial Approach to Acquiring Things/Experiences 获得事情或经验的表面方式,揟hey have high am
16、bitions and tend to spend their limited money on fashionable and trendy items (Guru-China) 撍呛苡幸靶? 而且, 他们 将有限的金钱都花在流行与 时尚的东西上?大陆的专家),揈at well, drink well and being able to have fun - this is the first priority?Guru - HK) 摮院玫? 喝好的, 有乐趣的, 是他们的第一优先. (香港的专家),揟hey define themselves by what they have, what brands they have, what they have acquired, where they live? (Guru -Philippines) 撍且运撬涤械亩? 所拥有的品牌, 所获得的东西与 所
