German teenagers get rather serious and – whisper! – Maybe even deadly touches are boring, according to a new study. “It seems that the pleasure of youth has been lost,” he said.
Sinus Youth Study 2020, published every four years and runs up to 400 comprehensive pages, finds: “Glamor, pleasure, or fulfillment of consumer desires play a less important role in the lives of participants than they did a few years ago.”
Although the word ‘pleasure’ often appears throughout the report, the authors note that hedonistic pleasure has been replaced by “pleasure while learning” and “pleasure at work”. Values such as family enthusiasm, loyalty, tolerance, and assistance are all highly valued among those surveyed. Role models are far more likely to be parents – and, specifically, their mothers – than sports stars or entertainers.
The researchers emphasize that the study was not fully representative because only 72 people were surveyed. But they believe that long and in-depth interviews provide insight into the thinking of the next generation of German adults.
Research director Marc Calmbach said the study showed a greater desire to make a positive influence on society and embrace careers with work-life balance rather than high salaries. “It’s no longer a pleasant society like it was in the 90s,” Mr Calmbach said. “We are actually facing a big challenge today, and they are considered sensitive.”
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