‘The Pursuit of Happiness’ study is a global Active Understanding initiative to discover valuable local insights about Millennials.
We initiated this study to find out what truly matters to today’s young adults, the Millennials, focusing on how they achieve happiness. This is the age when their personalities are being shaped and their lives are being defined. Companies that best understand how this generation thinks and behaves, and adapt their business
accordingly, stand to gain both now and in the long term.