文本描述
Genie?激励一代
A study about people, not consumers!
这是一个关于人的研究, 而非消费者研究
20-29 year olds
urban educated elite
in South, East & South East Asia
针对东亚,南亚,东南亚的20-29岁城市菁英而作
A study about understanding their psyche
这个研究欲探索这群年轻一代心里的想法
their values
not behavior and attitudes
unlike other studies
不同于其他的研究调查, 只针对他们的价值观, 而非行为与态度
Scale And Scope Of The Study 研究的规模与范围
Full-scale Qualitative Research
66 extended creativity groups in 14 cities
大规模的质化调查, 横跨14个城市, 66场座谈会
Full-scale Quantitative Research
7,000 interviews in 9 key markets
大规模的量化调查-9个主要市场中的7000个受访者
Trend Guru Interviews
27 respected opinion-formers in 9 key markets
趋势专家的专访-9个主要市场的27位重要的专家
Genie?激励一代
The GENeration who Independently Engage in society
一个独立地融入参与社会的一代
Independence Engagement
独立 融入参与
Genie 激励一代
Engage in society
while
asserting independence
and
desire controlled freedom
在主张独立的同时, 也融入参与社会之中, 他们要的是一种有限制的自由
Asian亚洲
Genie(激励一代)
Engage in society while
asserting independence
and
desire controlled freedom
在主张独立的同时, 也融入参与社会之中, 他们要的是一种有限制的自由
Asian 亚洲
Generation X(X一代)
Disengage from society by
creating tribal culture
and
desire total freedom
透过创造自我族群的文化
来与社会脱离, 他们追求的是完全的自由
Western 西方
揃eing self-centred should coexist with the values of the whole society? (Beijing male)
撛非笞晕业耐? 应该同时 融入整个社会的价值观?(来自一位北京男性的意见)
6 Rules Of Engagement 激励一代参与社会的六项方式
Genie
Machine
System = treadmill
of success
社会机制-为了成功
而单调的工作
6 Rules Of Engagement
Genie
Machine
System = treadmill
of success
社会机制-为了成功
而单调的工作
Mask
The front I have
to put on
面具-必要的防卫
6 Rules Of Engagement
Genie
Machine
System = treadmill
of success
社会机制-为了成功
而单调的工作
Mask
The front I have
to put on
面具-必要的防卫
Marriage
My destiny
婚姻-必要的过程
6 Rules Of Engagement
Genie
Machine
System = treadmill
of success
社会机制-为了成功
而单调的工作
Mask
The front I have
to put on
面具-必要的防卫
Marriage
My destiny
婚姻-必要的过程
Money
Buys opportunity
钱-可以买到机会
6 Rules Of Engagement
Genie
Machine
System = treadmill
of success
社会机制-为了成功
而单调的工作
Mask
The front I have
to put on
面具-必要的防卫
Marriage
My destiny
婚姻-必要的过程
Money
Buys opportunity
钱-可以买到机会
Mindset
Balance between self
fulfillment and
family obligation
心态, 一种自我实现
与家庭责任的平衡
6 Rules Of Engagement
Genie
Machine
System = treadmill
of success
社会机
Mask
The front I have
to put on
面具
Marriage
My destiny
婚姻
Money
Buys opportunity
钱
Mindset
Balance between self
fulfillment and
family obligation
心态
Mutuality
Of respect - between
system & me
相互依存-一种自我
与社会的相互尊重
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