November 1, 2013
Data point: BRIC Millennials balance global mindset with strong ties to tradition
As outlined in our recent trend report, “Meet the BRIC Millennials,” the Millennial generation is the most global yet, embracing a more international orientation and sharing more commonalities than any before them. (And as we’ve noted, many look abroad for both education and work.) At the same time, according to our research, this group retains a loyalty to their traditions. They believe in preserving national customs as well as family traditions, despite the rapid changes in society over the past few decades.
Our survey covered a total of 1,640 Millennials (ages 18-35) in Brazil, Russia, China and India and was conducted using SONAR™, JWT’s proprietary online tool. It showed that China and Russia are the most bound to family traditions—around 9 in 10 Russian and Chinese Millennials feel that holding on to family traditions is important. But fewer than half of Russians say their generation cares a lot about preserving traditions, and they are most apt to worry that traditions are getting lost in a globalized world. Brazilians are the least committed to tradition across the board.
Russians understand that it’s impossible to reap all the benefits of modernization without sacrificing some traditions—and as a result, they’re questioning how to keep the traditional way of life alive. Brazil stands out among the BRICs as having a shorter history, and it’s also seen waves of immigration over the centuries, meaning that its traditions are less entrenched and constantly morphing.