The real story... behind what motivates Japan's youth

Dave McCaughan

What motivates young people in Japan today? There has been much talk about the growth of "freeters" - a lost generation of young people who are no longer interested in building, buying and challenging life.

The real story… behind what motivates Japan's youth

Dave McCaughanMcCann Worldgroup Asia Pacific

It's a question every parent and every marketer ask: "what motivates young people today."

In Japan there has been a great deal of angst in the last two decades about the growth of "freeters", of talk of a lost generation of youth, of young people who are no longer interested in building, buying and challenging life.

To help answer these questions early in 2011 McCann Worldgroup undertook research across seventeen countries to understand "the truth about youth." The study involved reviewing work done with a...

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