Youth Hapiness

8/3/2019 Youth Hapiness

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MTV Research

& Strategic Insights

MTV Research & Strategic Insights


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Table of Contents


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Project Overview

PurposeConducted by Social Technologies on behalf of MTV to explore and understand what makes US

youth aged 1224 happy, not only today, but also to: understand how this is changing from previous generations understand what todays youth is doing to ensure future happiness develop a picture of what these future states of happiness may look like

Review and summary of theliterature on happiness

ST scanning of internalknowledgebase, plus deskresearch

Interviews with experts onhappiness

These streams of knowledge

were brought together in a seriesof hypotheses about youthhappiness now and in the future

Field research completed in 3markets (Philadelphia, Atlanta, and

Phoenix) using small-groupdiscussion format in a non-traditional setting using MTV agesegments of 1217 and 1824.

Quantitative survey, 1,200respondents by Knowledge

Networks on behalf of theAssociated Press and MTV (6001217 year olds and 600 1824year olds) conducted a study intowhat makes young people happyand how they see their happinessin the future

Adjust and add to hypothesesbased on Phase 2 findings and

solidify into Happiness Forecasts

Integrate findings in visualscenarios of states of happinessin the form of Future Personas

Phase 1:Hypothesis Formation

Phase 3:Creation of Happiness Forecasts and

Future Personas

Phase 2:Validation and Exploration of

Hypotheses via Field Researchand Quantitative Survey

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Happiness Defined

Insid

e

Out

Endowments

Pleasure

Engagement

Meaning

Engagement(Connections), which

relates to family, work,romance, and hobbies

Pleasure (Feels Good),which is purely aboutpleasure in-the-moment

Endowments (In The Genes),which relate to ones physical

status, e.g., health, genetics,age

Meaning (Bigger

Picture), which relates toapplying oneself to servea larger purpose

Happiness is from the inside out or the outside inthe combination of whatyoure born with, what you like to feel, how involved you are with people, andyour view of the bigger picture.

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Future Framework

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Society Individual

Revolutionary/Progressive

Evolutionary/Traditional

Endowments

Meaning

Pleasure

Engagement


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Where Are Youth Finding HappinessNow?

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Society Individual

Endowments

Meaning

Pleasure

Engagement

YouthAre

Here




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Happiness Forecasts

Thirteen happiness forecasts based on theprimary and secondary research and our analysis

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Forecast Descriptions

Forecasts were developed for this project to demonstrate what we believed wasgoing to be different about youth happiness in the future.

The forecasts were originally based on our research that produced the dozenPhase I hypotheses, which in turn were validated and/or augmented or appendedduring our Phase II Qualitative and Quantitative research.

In addition to a visual image representative of the forecast, the relevant values/driving forces/ accelerators/ obstacles, as well as quantitative data points andqualitative quotationsfrom the youth themselves and from our expert interviews have been included for the forecasts.

Values: The beliefs that the person mayhave about what is right and wrong andwhat is most important in life

Accelerators: What might increase thispersonas development in speed orintensity

Driving Forces: What may be drivingthe individual in a certain direction

Obstacles: What may change or block thepath the individual is on

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Quantitative Research is highlighted for each of the forecasts todemonstrate the impact of a particular finding among the Youthpopulation.

Quotations from our Qualitative Research areincluded to provide an expression or view of theforecast in Youths own terms.

Expert quotes are also included for some of the

forecasts as relevant.


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Keys to Future HappinessForecast Map

Society Individual

Endowments

Meaning

Pleasure

Engagement

UnpluggedMeltdown

UnpluggedMeltdown

No ChallengeToo Xtreme


Take ControlTake Control

Almost FamousAlmost Famous

Money MattersMoney MattersNo Bodys

Perfect

No BodysPerfect

Parents NeededParents Needed

My FamilyCommitment

My FamilyCommitment

Religion a laCarte

Religion a laCarte

BFFBFF

VirtualFriends & F2F


Tech MeTech MeUniquelyGeneric

UniquelyGeneric

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Society Individual


UnpluggedMeltdown

UnpluggedMeltdown





Money MattersMoney Matters

No Bodys

Perfect

No BodysPerfect

ParentsNeeded

ParentsNeeded

My FamilyCommitment

My FamilyCommitment

ReligionReligion

BFFBFF



Tech MeTech MeUniquelyGeneric

UniquelyGeneric

Future Framework

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Virtual Community Strong sense of virtual community

Pervasive in the lives of manypeople.

Progressive transition of what weknow today to what we willexperience.

Greater emphasis on traditionalvalues and the people around anygiven person.

Transitional Tradition

MyLife, MyTime, MyWay

Very focused on my life, mytime, and my way .

Many individuals dont think

much about others in their dailylives and endeavors.

All About Me

Continuation and developmentof what we know today

People are focused onthemselves.


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Future Happiness Forecast Map

Society Individual

No BodysPerfect

No BodysPerfectMy Family

Commitment

My FamilyCommitment

Religion a laCarte

Religion a laCarte

BFFBFF

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Society Individual

Transitional Tradition

Progressive transition of what

we know today to what we will

experience.

Greater emphasis ontraditional values and thepeople around any given

person.

Parents NeededParents Needed


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Friends are essential and will continue to be themost important relationship contributing toyouth happiness.

80% say that having lots of close friends is very orsomewhat important.

23% go out with friends to stop feeling unhappy.

67% say that going out with friends actually made themfeel frequently or occasionally happier.

Id be lost without them. My true friends give me respect,trust, and being there. They are my sistas. They are myfamily. Kiana E., 23 years old, Philadelphia

Having someone to talk to, without judgment,unconditional love, supportis HUGE."Marissa C., 22 years old, Phoenix

Values: Friend-focused, connectivity,commitment

Accelerators: Technology to connect

Driving Forces: Connectedness

Obstacles: Time compression

BFF

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Connections to people is key to being happy

Having a good relationships with


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Despite minor annoyances, youth willcontinue to depend on parents as a vitalsource of security and happiness.

73% say that their relationship with their parents makesthem happy.

80% of those who are very happy with their relationship

with parents are happier with life in general.

Nearly half of the respondents mentioned at least one oftheir parents as a hero.

They are the core of everything and can make

or break my life. Fred S., 19 years old,Philadelphia

My younger brother and my friends can really do things tomake me mad, but family is always family. Andrew M., 21 yearsold, Philadelphia

Values: Confident, career-minded,ambitious, family-oriented, intoperformance, security

Accelerators: Parents as managers

Driving Forces: Parental fear, smallerhousehold, competitiveness

Obstacles: Lack of jobs, parents declininghealth At 35, Ill have to take care of myparents!

Parents Needed

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Having a good relationships withparents makes for happy kids

Faith in God and a spiritual life gives


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Youth will increasingly seek happiness viaspirituality and faith.

Those who believe in a higher power tend to behappier65% are happy in the moment;

Those for whom religion and spirituality play abigger role also tend to wake up happy70% of

these say it is the single most important thing intheir life; 65% say it is very important.

61% say that living a religious life is very orsomewhat important.

Religion sticks with you your whole life whether yourealize it or not. It gives a sense of meaning and a path."Tanya S., 22 years old, Atlanta

Im not religious, but having spiritual life is

importantIve based my whole life around it. Thereneeds to be a purpose for life. If I didnt have it, I dontknow where Id be. Shapes my life. Steven B., 21

Values: Traditional, friend-focused,family-oriented, believe in commitment

Accelerators: Technology to connect,authenticity

Driving Forces: Uncertainty,connectedness, rising spirituality

Obstacles: Secularism, time compression,outsourcing

Religion a la Carte

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Faith in God and a spiritual life givesmeaning to happiness

A core family structure represents the


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A resurgence of interest among youth in familystructuresincluding their own future spousesand childrenwill gain momentum.

85% of those surveyed think that gettingmarried will make them happy

90% think it is likely that they will be married tothe same person their whole life.

56% say that having a family of their own is veryimportant.

78% of respondents said that talking with familymembers made them feel happier.

After I moved away from my family, it just made merealize that I wanna be in Atlanta near my family andfriends, and how important they are to me.Tanya S., 23 years old, Atlanta

Having a family will make me happy, kids,Id be unhappy if I didnt.Donja L., 20 years old, Philadelphia

Values: Traditional, family-oriented,believe in commitment

Accelerators: Shrinking populationthreat, conservative political gains

Driving Forces: Uncertainty,connectedness

Obstacles: Peer pressure, divorce

My Family Commitment

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A core family structure represents thefoundation of happiness

Living a healthy life is a key factor


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Body image and traditional routes to goodhealth will be important aspects of happinessfor many youth.

Values: Diversity, confidence, wellness

Accelerators: Authenticity (real peoplemarketing)

Driving Forces: New identity options,

changing physiology, backlash againstunrealistic media portrayals, growing socialacceptance of different body types

Obstacles: Proven health crisis,unchanging Hollywood/ fashion industry

87% say happiness makes people healthier.

82% say happy people are healthier.

64% say exercising and working out makespeople healthier

The girls wanna look good not fat, not anorexic.

- Nandi B., 15 years old, Atlanta

I work out and eat healthy.

- Karen M., 24 years old, Atlanta

No Bodys Perfect

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Living a healthy life is a key factoron the road to happiness


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Society Individual

Endowments

Meaning

Pleasure

Engagement



Tech MeTech Me

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Strong sense of virtual community .

Pervasive in the lives of manypeople.

Virtual Community

Redefining the meaning of friendship can


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Youth will make little distinction betweenface-to-face and virtual friendships; they willhave many friends they never meet face-to-face.

33% say they have friends online whom theyvenever met in person.

Only 25% make a distinction between friendsmade online only and those made in person

I couldnt live without it. Im very shy and havea hard time meeting people. Without the cell,

there would be no way to contact people foremergency/security.- David Y., 22 years old, Phoenix

Values: Virtual is real, friend-focused,tech-savvy, multitasking, impatient,digitally connected friendships

Accelerators: Boredom withneighborhood, restrictions on travel

Driving Forces: Virtual world, connectivity

Obstacles: Lack of authenticity,impersonations

Virtual Friends & F2F

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g g pbe rewarding and stressful

Technology facilitates connectivity to


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Technology will be important for staying intouch and for the pleasure-of-the-moment.

I exist through my cell phone.- Donja L., 20 years old, Philadelphia

The iPod is the greatest invention ever.

- Andrew M., 21 years old, Philadelphia

Half of respondents say that using the Internetactually made them feel happier.

61% say that technology makes it easier to makenew friends.

60% say that technology helps them to be closerto family and friends.

Values: Tech savvy, socially aware,multitasking, connectivity

Accelerators: Tech, tech, and more tech

Driving Forces: Immersive onlineexperiences, online personas, physical andreal worlds integrating, communities ofinterest

Obstacles: Lack of authenticity,impersonations

Tech Me

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gy yloved ones and happiness


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Society Individual

Endowments

Meaning

Pleasure

Engagement



UniquelyGeneric

UniquelyGeneric

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MyLife, MyTime, MyWay

Very focused on my life, mytime, and my way .

Many individuals dont thinkmuch about others in their dailylives and endeavors.

UnpluggedMeltdown

UnpluggedMeltdown

Technology makes you more unhappy


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Technology-dependent youth willexperience extreme stress... only when itis unavailable!

I get lost when my cell phone is broken. Icant get in touch with my parents and

sisters. Maria Z., 12 years old, Philadelphia

35% say that technology does not make themhappier.

46% never turn off their cell phone when theychoose to chill out.

42% think unplugging from technology would

add to stress.

Values: Multitasking, work-life balance,demanding, connectivity

Accelerators: Early/easy adoption oftech, high quality standards

Driving Forces: Digitally connectedfriendships, online recognition, technology-enabled freedom

Obstacles: Energy resources, helicopterparents

Unplugged Meltdown

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then happy, esp. when it goes down

Nothing they cant do, empowerment


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Youth see few obstacles in their pursuit ofhappiness that they will not overcome.

Concern for the future causes stress in only 20%of those 1317 and 40% of those 1824.

62% of those surveyed think that they will be

happier in the future.

Only 15% are happy with the way things are in theworld today.

Theres no reason not to be happy. Cameron B., 15years old, Atlanta

Kids are future-oriented, and see the future as happiermore often than older people. As we age, our focuson when things are great tends to change.

- Prof Steven Nock, University of Virginia

Values: Optimistic, confident,comfortable with change

Accelerators: Esteem-building,economic growth

Driving Forces: Increasing options,personalized media, economic stability,new identity options

Obstacles: Less success than parents,unanticipated unpleasantries

No Challenge Too Xtreme

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helps drive toward future happiness

Self expression with in the context ofl


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Growing youth individuality and self-expression will be tempered by the need to fitin rather than rebel.

83% of those surveyed said they would rather betheir own person than fit in with their peers.

2/3 of those surveyed said they are happier in agroup.

78% of those surveyed said that fitting in was eithervery important or somewhat important.

I love tattoos. Its a great way to express yourself.- David Y., 21 years old, Phoenix

Values: Self-expression, individuality,belonging, friend-focus

Accelerators: Have It Your Wayproducts and services

Driving Forces: New identity options, co-creation, personalization/customization,online recognition

Obstacles: Lack of belonging; isolation

Uniquely Generic

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your larger peer group


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Society Individual

Endowments

Meaning

Pleasure

Engagement



Money MattersMoney Matters

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All About Me Continuation and developmentof what we know today

People are focused onthemselves.

Money is an important means tohappiness but doesnt make you happy


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Money is increasingly seen by youth as ameans rather than an end, but they areguilty of comparing themselves to peers for

cues on wealth and status. If youve got it,spend it and show it.

Id take a little less money and do what I wanna do.- Tanya S., 22 years old, Atlanta

Those with the highest family incomes aregenerally happier with life, both in general and inthe moment.

69% say they want to be rich, but 51% say it is

not at all likely or not too likely that they willactually be rich.

Values: Financially savvy, belonging,work-life balance

Accelerators: Economic growth

Driving Forces: Economic stability, timepressure, communities of interest, youngand in debt

Obstacles: Peer groups are gettinglarger and more diverse how do I keepup?

Money Matters

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happiness, but doesn t make you happy

Moneys a luxury The focus isnt on the money;its a means to do things.- Karen M., 24 years old, Atlanta

The changing nature of Fame gives newmeaning to being famous among friends


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Youth, especially younger ones, fantasizeabout fame but are savvy enough to know it isunlikely and most will settle for a good career.

35% 1317 yr olds say they want to be famous

On in five think they will be famous.

56% of those surveyed said that their career willbe very important to their future happiness.

84% are confident that they will have a goodcareer.

I want to be famous or a skater or baseball player, but Idont think it will happen."- Nik O., 12 years old, Phoenix

Id like to live in the city, have a high-paying job, have

nice cars, and a good family.- Andrew M., 21 years old, Philadelphia

Values: Confidence, career-mindedness,ambition, self-expression

Accelerators: Narcissism, celebrityculture

Driving Forces: Economic stability, 15minutes of fame," democratization of luxury

Obstacles: Outsourcing; great grades;poor personal website = no job at all!

Almost Famous

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meaning to being famous among friends

Nothing they cant do, empowermenthelps drive toward future happiness


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Youth will take control of their own happiness byselectively choosing things that make them happy.

90% of those surveyed say they believe thereare things they can do to make themselves

happier. Being successful is very important to 57% ofthose surveyed.

Values: Confident, optimistic,demanding, comfortable with change,influential, opinionated

Accelerators: Psychological stability

Driving Forces: Economic stability,increased choices

Obstacles: Unfamiliar with handlingsetbacks

Take Control

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helps drive toward future happiness

People are on an eternal quest for happiness, but cant

quantify what will make them happy. We think we are incontrol. We see a number of messages. But even researchon lottery winners shows no dramatic change in lifehappiness after winning millions of dollars.- Professor Steven Nock, University of Virginia

You cant just decide to be happy, but you can work

toward it.- Cameron B., 15 years old, Atlanta


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Forecast Summary:Youth Will Pursue a Practical Approach to Happiness

3 strategies: happiness is pursued by a mix of pleasure of the moment,relationships with family and friends, and the long-term search for meaningand purpose.

Family, friends and faith: recognize they cant do it alone in an uncertain andrapidly changing world, thus they are highly reliant on friends, and perhaps morethan is recognized, on family, and perhaps a bit more surprising than that, onspirituality or faith

But dont forget pleasure: while recognizing the longer-term importance ofrelationships and a sense of purpose, they are not sacrificing the pleasure of themoment.

Practical slant: faith is not about an ardent conversion to religious causes; nor is

family about a wholesale return to traditional family values, but a keep whatworks and ignore the rest approach

How Practical shows up: With Big issues: care, but only give time where they can make a difference With friends. Self-express, but peek over shoulder With parents. Parent annoying, but useful .

with fame. Want to be famous, but see the odds with technology. Technology is a means, not an end. Comfortable and natural,

the leading edge makes little distinction between virtual and f2f.

Dont be fooled by appearances: youth may come across as overlyconcerned with cool or perhaps cynical accusations, but family, friends,

and faith is hardly the stuff of rebels.


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Futures Personas

Seven Future Personas bring the surveys findings to lifedepicting different aspects of youths future happiness

based on the happiness model and the forecasts.

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What Will They Look Like?


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Endowments

Meaning

Pleasure

Engagement

Society Individual

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BFF My Family CommitmentParents Needed Religion a la Carte

Take Control No Challenge too XtremeNo Bodys Perfect

Money Matters Tech Me

Take Control Uniquely Generic

Unplugged MeltdownVirtual Friends

Tech Me Virtual Friends

Almost Famous BFFNo Bodys Perfect Tech Me

Well Introduce You to 7 Future Personas.

Revolutionary/

Progressive



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thank you!


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Personas Descriptions

Personas were created to represent the overarching forecasts as they are likely toplay out in the future. They illustrate how these forecasts might manifest in a realrepresentative person.

The demographics of the personas correspond statistically to the originaldemographic distribution. And they are distributed representatively across thequadrants in the happiness circle.

In addition to a short vignette and picture and the representative demographics,the relevant values/ driving forces/ accelerators/ obstacles from the forecasts havebeen included. And there is a view of how the personas might be viewed throughthe lenses of define/ relate/ connect/ create/ consume/ destroy.

How the person defines themselves

How they relate to others

What they connect with

An example of something they wouldcreate

An example of something they would use

An example of something they mightundercut or dismantleeither on purpose orinadvertently

Values: The beliefs that the person mayhave about what is right and wrong andwhat is most important in life

Accelerators: What might increase thispersonas development in speed orintensity

Driving Forces: What may be drivingthe individual in a certain direction

Obstacles: What may change or block thepath the individual is on

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F t H i P M


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Future Happiness Persona Map

Endowments

Meaning

Pleasure

Engagement

Society

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Individual

I'm in control of my ownhappiness and I canchange anything thatmakes me unhappy.

I'm in control of my ownhappiness and I canchange anything thatmakes me unhappy.

Im happy when I have thefreedom to create, usingtechnology as an enabler for self-expression and connection.

Im happy when I have thefreedom to create, usingtechnology as an enabler for self-expression and connection.

I have the power to

change things Ibelieve in and thatwill make me happy.

I have the power to

change things Ibelieve in and thatwill make me happy.

Dont worry, be happyDont worry, be happy

I'm going to plan tobe happy and I'mgoing to succeed by

following my plan.

I'm going to plan tobe happy and I'mgoing to succeed by

following my plan.

Things happen for areason and we should be

thankful/ grateful for havinghad the experience.

Things happen for areason and we should be

thankful/ grateful for havinghad the experience.

Relationships are everything tome. I thrive in the newtechnology where I can greatlyexpand my social circles andhave the opportunity to havemultiple communicationdevices going at the same time.

Relationships are everything tome. I thrive in the newtechnology where I can greatlyexpand my social circles andhave the opportunity to havemultiple communicationdevices going at the same time.



Engagement MeaningMy Family Commitment Religion a la CarteBFF Parents Needed


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Charlotte SingsTradition Is Cool

Charlotte is everyones friend, the one you come to whenyou need someone to listen. Very active in her churchchoir and other church youth groups, she is considering ayear of missionary work or Peace Corps after she earnsher degree as an elementary school teacher. Charlottesfavorite times are when she is helping someone. She

claims her parents are her best friends but she has manyother close friends. She loves outdoor activities and timespent in quiet meditation. Her goal is to be like her mother,in a happy marriage with children.

Charlotte Sings

Age: 1821

Ethnicity: Caucasian

HHI: $40,00059,000

Education: College

Life stage: Student

Things happen for a reason and we should bethankful/grateful for having had the experience

Bridge buildercan work with every group; isencouraging, provides "counseling" to friends

Connects through traditional venues like church andschool functions

Youth Bible Study Group

Generic, value brands

Contribute to the decline of dual-income-no-kidshouseholds

Values: Traditional, close to parents, friend-focused, commitment

Driving Forces: Uncertainty, connectedness, risingspirituality, parental involvement

Accelerators: Parents as managers, technologyto connect

Obstacles: Secularism, taking care ofparents, others not meeting expectations

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My Family Commitment Religion a la CarteBFF Parents Needed

PleasureNo Challenge Too Xtreme No Bodys PerfectTake Control
http://viewmorepics.myspace.com/index.cfm?fuseaction=viewImage&friendID=179230182&albumID=106837&imageID=2633603


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Not Lost JackTaking Charge

Not Lost Jack

Age: 1215


HHI:


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Practical BettyPractical When Necessary

Betty is the student council president of her high school. Shehas mapped out a career in accounting that she is planning topursue at the local university. Happiness comes fromaccomplishing her goals, getting good grades, and beingrecognized for her contributions to her school and local

volunteer organizations. She has close friends, with whomshe enjoys outdoor activities. Home is central and shespends time with her parents and extended family. Shes ableto respond quickly to problems and doesnt get rattled byunjust positions.

Practical Betty

Age: 1517


HHI:


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Bono has made the saving the environment his chiefmission. Previously it was animal rights, and before that therights of the disabled in schools. This latter mission wasprompted by his brother, who has Downs syndrome. He isnot afraid to bend the rules in support of a just cause, and is

sometimes viewed as self-righteous. He is happiest when heis passionately involved in something he believes in.

Bono Esque

Age: 1821

Ethnicity: Asian

HHI: $100,000+

Education: College

Life stage: Student

I have the power to change things I believe in andthat will make me happy

Relates to those who share his values and/or areadvocates for the kind of things he is passionateabout

Connection can be online or F2F but is to a limitedgroup

Blogs, newsletters, protests, letters to authority/decision-makers

Diversity, eco-friendly, cause-related goods andservices

Society's view of traditional marriage; contributes tonew definition of (emerging alternative) lifestyles

Bono EsqueHear Me, Hear Me

Values: Strong opinions, influential, friend-focused,demanding, comfortable with diversity

Driving Forces: Personalization/ customization,online recognition, new identity options, new rites ofpassage

Accelerators: Have it Your Way products andservices, empowerment of younger ages

Obstacles: Lack of belonging, legalbarriers/ definitions

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q y

PleasureVirtual Friends & F2FUnplugged Meltdown


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Nanosecond NeoTechnology Is Key

Neo works as a programmer for a large high-tech developer.His evenings are spent either engaging in an MMO game,where he has reached very high levels of skill, or watchingthe latest movies with his friends on the large-screen HDTVhe recently purchased. Neo is never without his music: he

has a server dedicated to the 300,000 songs hes collectednot all legallyand he listens to these on his iPod, throughspeakers on his computer, or on his phone.

Nanosecond Neo

Age: 2224

Ethnicity: African-American

HHI: $40,00059,000

Education: Bachelors degree

Life stage: Single

I love to create and the Internet lets me rove the

online universe to interact and use limitlessdigital media

Relates through technology, art, and musicallon the Net

Main connection is through MMO games andvirtual worlds

Avatars, new uses for technology, shared musicand video files

Technology, Internet, games, computer art,online music and videos

IP rights and third-party brokers for media

Values: Virtual is real, tech-savvy, multitasking,digitally connected, technology-enabled freedom

Driving Forces: Virtual social lives, online personas,online religion, communities of interest

Accelerators: Early adoption of new tech, highquality standards

Obstacles: Lack of authenticity,energy resources, impersonations

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p gg

EngagementVirtual Friends & F2FTech Me
http://viewmorepics.myspace.com/index.cfm?fuseaction=viewImage&friendID=97898336&albumID=57467&imageID=9903926


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E. Ami

Age: 1517

Ethnicity: Hispanic

HHI: $60,000$99,000

Education: High School

Life stage: Student

E. AmiVirtual is the Real Thing

E. Ami is always talking to someone. She can have 10IMs going at one time, be on the phone, and have peopleall around her. The Internet has allowed her to findkindred spirits all over the world. She loves Skype, whereshe can actually chat or talk to them as well as email.Virtual friends have also helped give her confidence and

overcome her self-image concerns about being overweight. She has also been the source of several rumorsthat have not ended well. She delights in buildingconnections between her numerous circles of friends.

Values: Virtual is real, friend-focused, tech-savvy,

digitally connected, multitaskers, impatient

Driving Forces: Virtual world, digitally connectedfriendships, virtual social lives

My happiness comes from spending time talking,IM'ing, and sharing with friends all over the world

"Chat master"she is the one to share and spreadinformation, such as in chat rooms and blogs

Connects through online tools, such as IM'ing and chatrooms

Blogging leads to new friendships and circles of friends

Any communications media, especially services that letyou keep track of contacts and conversations

Anonymity on the Internet

Accelerators:Boredom with neighborhood, restricted travel

Obstacles:Lack of authenticity, impersonations

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PleasureAlmost Famous BFF No Bodys Perfect Tech Me


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Paris can often be found laughing with her friends in thehallways at school or, during the frequent times when shemisses class, at the local eatery. She is very aware of theattention she gets for her looks and makes sure to dress tohighlight her features and show her style. Shes decided thatthere is just too much going on in the world around her topay attention to any of it. It isnt that her heart isnt in theright place; its just too much work to do something about it.Dont worry, be happy, is Paris motto.

Paris Pouts

Age: 1317

Ethnicity: Cablanasian

HHI: $60,000$100,000

Education: High School

Life stage: Student

Life goes on regardless of what I do. I should makethe most of it and enjoy what and where I can.

Relates to those who like to do the same things andshow up at the same places

Through events, occasions, and people that canprovide service

Trends by showing up in a new fashion or using anew toy

Name-brand itemsthe more affluent the better

Enthusiasm to change whats wrong

Paris PoutsIndifferent and Happy

Values: Optimistic, ambitious, belonging, sociallyaware, individualistic, competitive

Driving Forces: Increased choices, personalizedmedia, 15 minutes of fame," democratization of luxury

Accelerators: Attention, success with newapproaches, increased connections

Obstacles: Competing trend leaders,competing demands for time/ attention,information overload

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What We Learned


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What We Learned

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Youth are generally happier than our original hypothesis.

Similarly, this study suggested that youth will take a more active view of their role in creating their ownhappiness both now and in the future than we initially suspected.

The quantitative research suggested youth are more practical than our initial hypothesis. They are quitecapable of delineating between fantasy and realityand still finding happiness.

We suspected youth were more annoyed with their helicopter parents than they actually are. While they dofind them annoying at times, they readily acknowledge that they want and need their parents.

We hypothesized that youth would increasingly use technology to find meaning in the future. The datasuggests they are not there yet, using technology primarily in the quest for pleasure and engagement with

friends.

While we saw how important technology was to youth, we learned that not being able to keep in touch viatechnology was a greater source of irritation and stress than we realized.

While our initial research did find that todays youth are more traditional than previous generations, we weresurprised to find the extent to which youth anticipate their own marriages and families with great joy.

We detected a sense of youth being indifferent about things they state make them unhappy choosing notto take action to solve larger problems that dont directly affect them. What we learned from the data, andfurther analysis, is that its not about apathy, but more of a sense of being practical about what they feel theyhave influence over, and not wasting time on areas where they feel they cannot make a difference. Thus weadded a new forecast on this topic.


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Appendices

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Phase 1 Original Hypotheses


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Phase 1 Original Hypotheses

Youth are not the happiest age cohort. Certain traits of being youngimpulsive, indestructible,

feeling angst and peer/parental pressureremain constant. Youth are optimistic and anticipate happiness as they age. Youth happiness is found in the moment. Youth seek pleasure as the primary route to happiness. What actually makes youth happy is often different than what they think will make them happy. Body image issues will remain significant for youth in the future. While todays youth enjoy the pursuit of excellence, they are in danger of being over-managed by

helicopter parents. Youth are in danger of getting caught in the hedonistic treadmill as they try to keep up with their

peers.

Technology will increasingly become an important tool for seeking meaning in the future. Expanding media and technology are sources of both fulfillment and stress. Changing nature of relationships in the digital age:

Expanding levels and platforms of communication create new nuanced complexities to relationships. Online/ virtual relationships will be just as important as face-to-face relationships to youth in the future.

Despite their commitment to digital lifestyles, todays young people will find happiness inunplugging at certain times.

They could be open to medicinal engineering of happiness.

Rising spirituality points to a return to traditional routes to happiness. Youth are seeking balanced lives, prioritizing what fits their goals, personalities, and livesnot

planning to live to work." Youth will be partial to ethical consumption, that is, their purchases will reflect their values. Youth appear likely to return to a more traditional view of marriage as a route to happiness.

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Phase 2 Findings


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Phase 2 Findings

Qualitative (field research) Objectives were: to test the

hypotheses developed in PhaseOne and to see what else youthmight have to say that was notcaptured by the originalhypotheses.

Four discussion groups per citywere conducted in three cities(Phoenix, Atlanta, Philadelphia).Each group comprised three to sixparticipants. A total of 59 peopleparticipated in the 12 groups.

Quantitative (AP survey) APs polling unit performed one of

the largest media polls ever ofyoung peopleinterviewing 1,280people aged 13 to 24 and engagingthem in what proved to be a 25-minute grilling about what makesthem happy. The questionnaire had101 items and the dataset has morethan 350 data points.

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Project Definitions


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j

Values are the beliefs people have aboutwhat is right and wrong and what is mostimportant in life, which in turn guide their

behavior/ actions.

DrivingForcesValue

s

ObstaclesAccelerators

Obstacles inhibit or block a forecast fromproceeding along its expected path.

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Accelerators move a forecast along its path

more rapidly than expected.

As defined in this project, drivers aretypically broad in scope and long-term innature, shaping the direction and evolution

of trends and events.

Happiness Values Inventory


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Happiness Values Inventory

Multiple Mentions Confident Multitasking Optimistic

Friend-focused Demanding Traditional Work-life balance Comfortable with change

Career-minded Committed Ambitious Self-expressed Family-oriented

Belonging Tech-savvy Strongly opinionated Influential Impatient

Connected Close to parents

Single Mentions Performance Security Diversity

Wellness Financially savvy Individuality Socially aware Virtual is real

Digitally connected friendships

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Happiness Driving Forces Inventory


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Happiness Driving Forces Inventory

Demography Smaller household Younger older/ older younger

Increasing options Changing physiology New rites of passage

Economic Economic stability Competitiveness Young & in debt Co-creation Democratization of luxury

Technology Technology-enabled freedom

Personalized media Online recognition Immersive online experiences Online personas Physical and real worlds integrating Digitally connected friendships Virtual world

Social New identity options 15 minutes of fame

Uncertainty Connectedness Rising spirituality Parental fear New identity options Time pressure

Communities of interest Personalization/ customization Increased choices Backlash against unrealistic media

portrayals

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Happiness Accelerators Inventory


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pp y

Technology

Technology to connect

Tech, tech, and more tech Early/ easy adoption of tech

High quality standards

Boredom with neighborhood

Travel restrictions

Economic

Economic growth

Have it your way productsand services

Parenting

Esteem-building

Shrinking population threat Narcissism

Parents as managers

Empowerment at younger

ages Psychological stability

Social

Celebrity culture Authenticity (real people

marketing)

Conservative political gains

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Happiness Obstacles Inventory


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app ess Obstac es e to y

Technology Great grades and poor public website Lack of authenticity

Impersonations Poor website = No job at all! Energy resources Information overload

Economic Less success than parents Lack of jobs Outsourcing Unanticipated unpleasantries

Parents Helicopter parents Divorce Parents declining health At 35, Ill

have to take care of my parents!

Unfamiliar with handling setbacks

Social Secularism Unchanging Hollywood/ fashion

industry Peer pressure Peer groups are getting larger and

more diverse how do I keep up? Lack of belonging

Isolation (Im so different, I dontbelong) Lack of authenticity Legal barriers and definitions Time compression Proven health crisis Others not meeting expectations Competing demands for time/ attention Competing trend leaders

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Happiness World Conditions Dynamics


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Nurture(Inward Facing)

Nature(Outward Facing)

Society Individual

HappinessFactors

Focus

Change Evolutionary Revolutionary

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Documents

Youth Hapiness