Having grown up in a globalized world, BRIC Millennials embrace an international mindset.
Millennials are the first truly global generation. Having grown up in a globalized world, connected and exposed to foreign cultures thanks to the Internet, their horizons are open, and they embrace an international mindset.
Our recent study on the BRIC Millennials found this mindset in clear evidence across Brazil, India and China. These 18- to 35-year-olds value an international education, for instance: Around 8 in 10 of the 1,640 Millennials we surveyed using SONAR™, JWT’s proprietary online tool, believe that study abroad improves one’s post-graduation prospects. Professionally, BRIC Millennials are also globally oriented: About two-thirds would consider moving to another place to work, and three-quarters feel there is more opportunity for social mobility abroad than in their country. Brazilians are the most open to moving away and the most likely to regard foreign soil as more conducive to upward mobility.
Russians, by contrast, are somewhat less globally minded: They were around 20 points behind other BRIC Millennials in saying that more peers are studying abroad and working for global companies. Generally considered a prerogative of elites, foreign study is not widespread among Russians, who strive instead for admission into universities in Moscow or St. Petersburg.