October 25, 2013
Data point: BRIC Millennials strive for geopolitical clout
During the decade-plus since the BRIC moniker was coined, Brazil, Russia, India and China have become more powerful players on the geopolitical stage, disrupting traditional centers of power. A March trade accord between Brazil and China, for example, moved significant amounts of money out of the U.S. dollar zone. Our recent study on Millennials in the BRIC markets found clear sentiment among 18- to 35-year-olds that the time has come for their country to make a global impact. We surveyed a total of 1,640 Millennials using SONAR™, JWT’s proprietary online tool.
Russian Millennials stand out for their below-average enthusiasm here. Much of this can be attributed to the nation’s current position in comparison with its Soviet past. Although mostly too young to remember firsthand, Millennials can see that all cultural icons of national pride are linked with the past—scientific advancement, the space program, military forces and so on—while the prevailing attitude is that there’s not much to be proud of in present-day Russia.
Notably, almost 9 in 10 Millennials believe their country has some way to go before it can achieve these global aspirations. Cases in point: Brazil’s recent uproar over the expensive preparations for the 2014 FIFA World Cup and Russian outcry over the 2014 Winter Olympics in Sochi, which have devolved from symbolizing a rebirth of national pride to yet another example of corruption and scandal.