Engagement and Loyalty Among Latin American Millennials
What do engagement and loyalty mean to Millennials in Latin America?
To answer this question, MTV Knowing Youth commissioned a study of people ages 14 to 34 in Mexico, Colombia, and Argentina in October 2014. Here are key findings from that project:
Latin American Millennials believe loyalty is the foundation of any relationship—but they see cheating as prevalent.
- Being faithful means true love, respect for one’s partner, and commitment
- Though they feel loyalty is the basis of a good relationship, 1 in 5 believe they will be unfaithful
- They interpret cheating as being unsatisfied with one’s partner, and that it implies a lack of courage to be open and honest with that person
- Most believe it’s very difficult to maintain loyalty for a lifetime and that eventually you will cheat or be cheated upon
They’re loyal to family above all, followed by friends and romantic partners.
- Virtually all (97%) are loyal to family, while 86% are loyal to friends and 82% to romantic partners
- Areas of interest beyond their immediate social circles also inspire loyalty: ecological causes/movements (77%), their country (75%), and social causes (67%)
- Younger Millennials stress commitment to music and favorite bands, while those who are older (over 27) find more engagement with their work or significant others
- Also garnering engagement: technology, sports, famous role models, some clothing brands
Marriage is an important life goal for most.
- 75% say marriage is part of their life plan/goals
- Marriage implies commitment, a sense of responsibility, respect, sincerity
- While most Millennials believe in it, a smaller percentage feel it’s not necessary to formalize a relationship to demonstrate commitment
- Both genders generally see it as a project for the future–the perfect age for marriage is over 25, and then only after finding the ideal partner
They have little faith in politics.
- Young Latin Americans feel unrepresented by current policies and generally disillusioned
- Political parties have very low credibility
- They believe all politicians will be corrupted sooner or later
- At the same time, they believe that more young people are getting involved in and engaging with politics
Overall, honesty is the most important value in all of their relationships.
- Honesty is fundamental to their personal relationships (family, friends, romantic partners), as well as with brands
- They engage with things that appear to be genuine and honest: social causes, green actions/movements, sports, and some role models/heroes
- Technology invades their relationships—and authenticity is important in their online and offline lives
- Because they don’t trust politicians, they are less inclined to commit to political parties or organization