2019年千禧一代调查报告.pdf

The Deloitte Global Millennial Survey 2019 Societal discord and technological transformation create a “generation disrupted”The Deloitte Global Millennial Survey 2019 2 Table of contents Executive summary 1A generation disrupted Survey methodology 3 Altered aspirations 5View of the world Bleak expectations for the economy Social/political downturn; doubt in traditional pillars of trust Lack of social progressThe unfulfilled promise of government 10Millennials on business: The good, the bad, the ugly 11The impact of Industry 4.0 Disrupted, but also disrupting 14In the workplace The gig alternative Consumerismwalking the talk Social media: Friend or foe 20 The MillZ Mood Monitor 22 Conclusion: The roadmap for business 26 References 28The Deloitte Global Millennial Survey 2019 1 Executive summary In business, disruption can promote innovation, growth, and agility. That, in turn, creates powerful and progressive business models, economic systems, and social structures. But unbridled disruption also has a downside, one thats apparent in the 2019 Millennial Survey results. Notwithstanding current global economic expansion and opportunity, millennials and Generation Z are expressing uneasiness and pessimismabout their careers, their lives in general, and the world around them. They appear to be struggling to find their safe havens, their beacons of trust. As a result, these younger, especially unsettled generations are instigating their own brand of disruption, both inadvertently and intentionally. Among this years key findings: Economic and social/political optimism is at record lows. Respondents express a strong lack of faith in traditional societal institutions, including mass media, and are pessimistic about social progress. Millennials and Gen Zs are disillusioned. Theyre not particularly satisfied with their lives, their financial situations, their jobs, government and business leaders, social media, or the way their data is used. Millennials value experiences. They aspire to travel and help their communities more than starting families or their own businesses. Millennials are skeptical of businesss motives. Respondents do not think highly of leaders impact on society, their commitment to improving the world, or their trustworthiness. They let their wallets do the talking (and walking). Millennials and Gen Zs, in general, will patronize and support companies that align with their values; many say they will not hesitate to lessen or end relationships when they disagree with companies business practices, values, or political leanings.“We have less trust in employers because so many of our parents did lose their jobs, and they had been loyal to companies. We have less trust in the stock market because it crashed. And I think that a lot of us are worried that it is going to happen again. We are either putting off big life moments and keeping money in our savings accounts, or were saying, You know what? It could fall apart again tomorrow. Lets travel the world.“ Laura Banks, American millennial 1The Deloitte Global Millennial Survey 2019 2 A generation disrupted Why are these young generations filled with distrust instead of optimism? Perhaps its because theyre perpetually caught in the crossfire of social, political, and economic commotion. Chief among the influencing factors is likely the economic recession of the late 2000s. At one end of the spectrum are older millennials who were entering the job market as the crisis unfolded. At the other end are Gen Zs, many of whom have spent half their lives in a post-crash world. Studies suggest that entering the labor market during a recession has long-term negative effects on subsequent wages and career paths. 2 In the United States, millennials who entered the labor market around the recession, or during the years of slow growth that followed, experienced less economic growth in their first decade of work than any other generation. They have lower real incomes and fewer assets than previous generations at comparable ages, as well as higher levels of debt. 3The cumulative effect has altered a wide variety of financial decisions. The complete impact goes deeper than economics. Unlike the postwar 1950swhich were characterized by international cooperation, a baby boom, and economic expansion that benefited mostthe past decade has been marked by a steep rise in economic inequality, a reduction in societal safety nets, insular and dysfunctional governments, increased tribalism fueled by social media, radical changes in the contract between employers and employees, Industry 4.0 technologies that are redefining the workplace, and personal technologies that make people both more connected and more isolated. The impact of myriad, radical changes to our daily lives has hit younger generations hardeconomically, socially, and perhaps psychologically. Through this survey, this “generation disrupted” is telling us that continuous change and upheaval have created a population that is different at its core. But, theyre also providing valuable clues about how societys institutions can respond to those differences in mutually beneficial ways that could increase trust, generate positive societal impact, and meet their high expectations. The Deloitte Global Millennial Survey 2019 3 Survey methodology The 2019 report is based on the views of 13,416 millennials questioned across 42 countries and 3,009 Gen Zs from 10 countries. Millennials included in the study were born between January 1983 and December 1994. In a departure from previous surveyswhich focused on millennials with college or university degrees who were employed full time and worked predominantly in large, private-sector organizationsthis years survey embraced a more diverse group of respondents to generate a more comprehensive perspective of the generation as a whole. For example, 31 percent of respondents did not have full-time employment status, and 34 percent did not have a college or university degree. Whenever this years survey results are compared to those from previous years, readers should consider the broader respondent base. The report will note instances in which 2019 results include only respondents whose profiles are similar to millennials surveyed in previous years. This report also includes responses from 3,009 Gen Z respondents in 10 countries. Gen Z respondents were born between January 1995 and December 2002. In addition to surveying students who have completed or are pursuing degrees, as well as those with full- and part-time employment, this years survey includes input from Gen Z respondents who are participating in the gig economy, are unemployed or doing unpaid work, have completed or plan to complete vocational studies, and are in secondary school and may or may not pursue higher education. The answers provided by millennials and Gen Z respondents often were remarkably similar. For that reason, this report focuses on the millennial response and notes Gen Z responses only when theyre distinctly different. The overall sample size of 16,425 represents the largest survey of millennials and Gen Zs completed in the eight years Deloitte Global has published this report. The Deloitte Global Millennial Survey 2019 4 The 2019 report is based on the views of 13,416 millennials questioned across 42 countries and 3,009 Gen Zs from 10 countries. Millennials Gen Zs Key Argentina 300 Australia 500 Austria 300 Belgium 301 Brazil 301 Canada 500 Chile 302 China 500 Colombia 301 Czech Republic 300 Denmark 202 Finland 200 France 500 Germany 500 Hong Kong 300 India 300 Indonesia 300 Republic of Ireland 300 Israel 200 Italy 301 Japan 500 Australia 301 Canada 302 China 300 France 301 Germany 301 India 301 Italy 301 Japan 301 The UK 301 The USA 300 Malaysia 201 Mexico 300 The Netherlands 300 New Zealand 300 Nigeria 300 Norway 200 Peru 301 The Philippines 301 Poland 300 Russia 301 Saudi Arabia 301 Singapore 200 South Africa 300 South Korea 302 Spain 301 Sweden 200 Switzerland 300 Thailand 200 The UK 500 The US 500 Turkey 300 MILLENNIAL RESPONDENTS Interviews conducted: 13,416 GEN Z RESPONDENTS Interviews conducted: 3,009The Deloitte Global Millennial Survey 2019 5 Priorities and aspirations of millennials and Gen Zs have evolved 57 57 39 45 52 56 49 52 Earn high salaries/ be wealthy 46 47 Make positive impacts on community/society Buy homes of their own Have children/ start families See/travel the world Millennials Gen Zs Percent indicating they have the following ambitions: Altered aspirations Every generation is shaped by its circumstances, and millennials are no exception. Theyre no less ambitious than previous generations: More than half want to earn high salaries and be wealthy. But their priorities have evolved, or at least been delayed by financial or other constraints. Having children, buying homes, and other traditional signals of adulthood “success markers” do not top their list of ambitions. Instead, travel and seeing the world was at the top of the list (57 percent) of aspirations, while slightly fewer than half said they wanted to own a home (49 percent). They also were more attracted to making a positive impact in their communities or society at large (46 percent) than having children and starting families (39 percent). 4Interestingly, women (62 percent) are more interested in seeing the world than are men (51 percent). Earning a high salary and being wealthy ranked second (52 percent) among ambitions, but came in last when respondents were asked whether their ambitions were achievable; 60 percent saw it as a possibility. Generally, though, millennials believe their ambitions are within reach. Two-thirds who want to reach senior levels in their careers believe its attainable. Seven in 10 who want to see the world think its possible. Three-quarters who want to buy homes are confident theyll be able to. And 83 percent of those desiring families dont believe barriers will prevent it. Figure 1 Q22a. Please indicate if you have any of the following ambitions. Base: All millennials 13,416, all Gen Zs 3,009. Millennials in junior roles 2,706, senior roles 4,101, parents 6,036, not parents 7,380. Gen Zs in junior roles 773, mid-level roles 444, parents 268, not parents 2,741The Deloitte Global Millennial Survey 2019 6 View of the world Each year, we ask millennials about global societal challenges and their personal concerns to see how theyre trending. This year, were seeing a palpable deterioration of optimism and a wide variety of both macroeconomic and day-to- day anxieties weighing on their minds. Among 20 challenges facing society that most concern respondents on a personal level, climate change/protecting the environment/natural disasters topped the list. And it wasnt close. Twenty-nine percent cited it as a worry, seven points more than the next-highest concern, income inequality/distribution of wealth. Millennials Gen Zs Income inequality/ distribution of wealth Climate change/ protecting the environment/ natural disasters Climate change/ protecting the environment/ natural disasters Income inequality/ distribution of wealth 22 29 29 21 20 20 19 18 17 17 19 19 16 16 - employment - employment Crime/ personal safety Crime/ personal safety Terrorism Terrorism Corruption within business or politics Political instability/ wars/ conicts between countries Diversity/ equality of opportunity/ discrimination based on personal characteristics Education, skills, and training Climate/environment is both generations top concern Percent personally concerned about: Figure 2 Q1. Thinking about the challenges facing societies around the world (including your own), which three of the following issues are you personally most concerned about? Please select up to three issues. Base: All millennials 13,416, all Gen Zs 3,009The Deloitte Global Millennial Survey 2019 7 Its worth noting that terrorism, crime, and war all placed in the top seven, suggesting that personal safety is a top-of-mind concern. Its also interesting that theres a correlation between education and whether millennials concerns are more personal or societal. High school graduates were more likely to select unemployment, personal safety, and health care than university graduates, and less likely to choose political instability, climate change, and cybersecurity. When interpreting the data, its useful to understand that when respondents are asked to choose three topics from 20, legitimate concerns may look understated. A good example is protection of personal data: It landed in the bottom quartile of the list with 9 percent, but more-targeted questions revealed it to be quite worrisome. Nearly four in five (79 percent) millennials fear being the victims of online fraud, and almost as many are concerned about identity theft. Theyre also apprehensive about the security of personal data held by businesses (73 percent) and public bodies (70 percent).The Deloitte Global Millennial Survey 2019 8 Bleak expectations for the economy Positive economic sentiment among millennials is at its lowest in the six years we have been recording it. Only 26 percent of respondents said they expect the economic situations in their countries to improve in the coming year. 5That figure has never been lower than 40 percent and stood at 45 percent the past two years. As it has been annually, sentiment in emerging countries is higher than in mature marketsbut even the most hopeful group has seen a dramatic decrease. In developing areas, 36 percent of millennials expect improvement in the next 12 months, a drop of 21 points in just two years. In developed markets, the figure stands at only 18 percent, down from 37 percent last year. From a personal perspective, slightly more than half of millennials think their personal financial situations will worsen or stay the same, while 43 percent anticipate an improvement in the next year. The expectation that financial burdens will exceed any raises or moves to better-paying jobs is yet another indication of millennials post-recession struggles. Social/political downturn; doubt in traditional pillars of trust Positivity regarding the social/political climate is also tracking downward. This year, fewer than a quarter (22 percent) of millennials said they expect improvement in their countries in the next yeara drop from 33 percent last year. The trend is consistent in emerging markets (30 percent, down nine points) and mature markets (16 percent, down eleven points). Consistent with past surveys, millennials exp