According to a report by McCann WorldGroup, “The Truth About Youth”, millennials live in a new “social economy” in which recommending and sharing brands is front and center in their daily lives. The April study was conducted in seven countries: the United States, United Kingdom, China, Brazil, Spain, India, and Mexico. It explored the motivations of 16- to 30-year-olds with the goal of uncovering how they differ from previous generations in terms of brand interaction. According to the study, this group emphasizes public self-definition — they broadcast and narrate their lives via blogging, photos, and inexpensive design and editing software. Some country-specific insights also emerged — respondents in China, Brazil, and India, where emerging consumers are just beginning to build brand loyalties, feel the most strongly about sharing brands they like with friends.