Well, yes – according to new research “The Zero Report” conducted by Coca Cola. You are the most optimistic in Europe.
The brand collaborated with Jamie Sweeney (pictured above) the director of Sister Pseudo, a global cultural insights agency as part of their “Just Add Zero” campaign which is all about experiencing greater things. SO when you add zero, things get bigger and better; one idea to 10 ideas, 10 mates to 100 mates… you get the idea.
The report found that we Britons are shunning monetary riches to live a ‘richer’ life with four out of five of 18 to 30 year olds stating life experiences over money, possessions and education in terms of personal importance.
In such times of economic uncertainty it is really refreshing to hear that young British adults are the most optimistic in Europe. Read on for your daily measure of positivity!
drum roll… The key findings are…:
- If given £10k, YBAs are the most likely in Europe to start their own business.
- According to a Europe-wide study of the attitudes and aspirations of 18-30 year olds by Coke Zero, four out of five believe that experiences (83%) and time (81%) are more important than material possessions or money.
- Instead the research reveals the attitudes and aspirations of ‘experience hunters’ the biggest marker of success is the freedom to do something you love (35%).
- The shift has also seen a change in perceptions of how to be successful and achieve goals. This is a generation drilled in the importance of exams, qualifications and letters after their name but today many (81%) believe the school of life could also offer their route to success.
- Despite challenging times when it comes to outlook young Brits are the most likely to describe themselves as ‘optimistic – always positive’ (41%) compared to the average for rest of Europe (31%). The prevalent national attitude is one of ‘realism’ (45%) with only a small number (14%) describing themselves as pessimistic.
- Independent Brit entrepreneurs – if given £10k young Brits are most likely in Europe to pursue freedom in work and start their own business (22%) compared to Finns (7%) or the French (9%).
- Family inspiration – The biggest inspiration for young Brits is ‘my family’ (44%) compared to celebrities (8%) and sports stars (3%).
- Zero for our leaders – 0% of Brits were most inspired by a politician – with a European average of 1% Making my own rules – a fifth (22%) of YBAs named themselves as their biggest inspiration.
Jamie Sweeney comments on the research:
“There is an entrepreneurial streak and DIY mentality that runs through this generation. They have come of age as the likes of Kickstarter have provided platforms to enable them to turn their passions into careers. This generation are empowering themselves, collectively. It’s about collaboration rather than singularity.
The fear of failure is less evident with this generation, and they are willing to roll the dice and see what happens. They are encouraged to defy conventions, to dare, to create, to challenge, and to veer away from the more linear road to success adopted by previous generations.
They have increased access to knowledge, a desire to be informed, and are extremely pro-active online. It’s no longer ‘cool’ to have a cavalier attitude. It’s about access rather than ownership, and experience rather than materialism. It’s not about saving for a rainy day, it’s about experiencing and living rich now. By placing rich and meaningful experiences as a higher priority than financial gain, they are able to circumnavigate the quagmire created by turbulent economic times and reevaluate their priorities in life.”
Jamie continues, “Of course, they are willing to work hard to earn money, but their disposable income is less inclined to be spent on unnecessary and luxury material goods. In fact, there’s a real abhorrence to waste and ostentatious behavior amongst this generation. They want education through experience, doing things first hand. It’s a fearless and gonzo approach. It’s not that they’re breaking the rules, it’s that they are living by their own rules, defining their own generation as opposed to settling for an inherited system.”
neon asked Jamie these two questions which he kindly answered…:
How do you think the government should help to nurture this new generation of entrepreneurs?
“This generation no longer view their employment as the sole symbol of their status and success. They are choosing life experience over material gain and thus redefining what ‘success’ means to them. The government should offer as much support, funding and platforms as possible for young people to turn their passions into careers. According to a Europe-wide study of the attitudes and aspirations of 18-30 year olds by Coke Zero, 0% of those surveyed cited political leaders as the most inspirational figures, while celebs also come way down the list. This generation pay a lot more respect and draw a lot more inspiration from their peers. Peer-to-peer mentoring schemes should be out into place. Young Brits already use their ingenuity to educate themselves online, whether that be through Youtube tutorials or TED talks, the government should have platforms like this in place to offer guidance, education and support in disciplines that are not traditionally covered in a standard school syllabus.”
Why do you think we are more optimistic than our European neighbours?
“Against the backdrop of economic turbulence and uncertainty, rising unemployment, this generation of British youth are perhaps surprisingly optimistic. They’re more optimistic because this generation are more self-motivated, open and inclusive than their European neighbours. There is an entrepreneurial streak and DIY mentality that runs through them. To them, it’s about collaboration rather than singularity, operating peer-to-peer, in a heterarchical structure rather than hierarchical. The fear of failure is less evident with this generation. They are far more able to roll the dice and see what happens with less risk. This has the effect of giving them the courage to dare, to create, to challenge, and to veer away from the more linear road to success adopted by previous generations. Although it can be difficult to thrive, they are being creative, using ingenuity, wit and guile in order to thrive.”
