1. Is There A New World Teen? & What Do They Look Like? From Lecture by Elissa Moses (Harvard Summer School 2004 & 2005) The $100 Billion Allowance: How to Get Your Share of the Global Teen Market

2. How Many? Population 15-19-years-olds: millions... – India101.3- Russia11.7 – China 97.7 - Mexico10.7 – Indonesia 22.3- Vietnam 8.5 – US 19.7- Philippines 8.4 – Brazil 17.8- Japan 7.7 Under 25: 50% Latin America, 66% of Asia

3. Core Value Segments Boot Straps 14% Upholders 16% Resigned 14% Thrills & Chills 17%Quiet Achievers 15%World Savers 12%

4. Driven by Pleasure Fun Friends Irreverence Sensation Brazil: 17% USA: 28% W. Europe: 29% Japan: 24% China: 5% Thrills & Chills Global Incidence 18%

5. Driven by Bold Ambition Achievement Individualism Optimism Determination Power Brazil: 15% USA: 26% W. Europe: 8% Japan: 4% China: 8% Boot Straps Global Incidence 14%

6. Quiet Achievers Global Incidence 15% Success Anonymity Anti-Individual Social Optimism Brazil: 12% USA: 10% W. Europe: 7% Japan: 9% China: 44% Success Anonymity Anti-Individual Social Optimism Brazil: 12% USA: 10% W. Europe: 7% Japan: 9% China: 44% Driven by: Success with Humility

7. Driven by: m o m e n t s Friends Fun Family Low Expectations Brazil: 8% USA: 9% W. Europe: 21% Japan: 38% China: 3% Resigneds Global Incidence 14%

8. Tradition Driven by: Tradition Family Custom Tradition Respect Individuals Brazil: 10% USA: 7% W. Europe: 10% Japan: 7% China: 29% Upholders Global Incidence 16%

9. World Saver Global Incidence 12% Driven by: Joy of Life Environment Humanism Fun Friends Brazil: 24% USA: 9% W. Europe: 15% Japan: 4% China: 4%

10. Backdrop: Attitudes “ T he world will improve in my lifetime.” 26%

11. Backdrop: Attitudes “ It’s up to me to get what I want in life.” 85%

12. LIFE EXPECTATIONS  Complete my education85%  Have a job that I like83%  Succeed in my career78%  Find someone to love75%  Be a happy adult74% Global Top Five

13. LIFE EXPECTATIONS  Live in my country of birth43%  Be rich42%  Be famous30%  Live in my current hometown27%  Be part of government12% Bottom Five Global