33
Coca-Cola 2010 Happiness Barometer – Key insights
Coca-Cola 2010 Happiness Barometer
– Key insights
What we did • 16 CountriesFranceItaly SpainUK Belgium Bulgaria Romania Turkey Russia S. Africa China Philippines Argentina Brazil Mexico US
• 500-1000 consumers per country• Aged 15+• Phone survey• Fielded in December, 2009
Global Study
Why we did it
• Throughout history, Coca-Cola has expressed a refreshingly positive view of the world. Our global campaign, Open Happiness, builds on that heritage, recognizing that even with the difficulties and stress of modern day life, there are still opportunities, every day, to find a moment for life’s simple pleasures.
• As an insight led brand, we set out to understand what happiness means to our consumers Specifically:
– How happy are people in general?
– What brings happiness?
– Where are people happiest?
Key insight: No matter how you say it, happiness is driven by social contact
They may sometimes drive us crazy, but our nearest and dearest are also our biggest source of happiness
4
6
8
8
15
77
Sports
Music
Leisure
Work/studies
Friends
Family/partner
Sources of personal happiness
Q2 Thinking about happiness overall, what contributes most to your personal happiness?
Socializing is the highlight of our day
10
11
14
17
22
39
Putting feet up
Listening to music
Watching TV
Chatting during day
Eating
Catching up in evening
6 happiest moments of the day
Q3 What are the happiest moments of the day for you?
7
15
18
20
29
38
Eat a treat
Go shopping
Give/receive hug
Listen to music
Go out with friends
Top 5 ways to cheer up
When we need cheering up, we turn to our friends
Q4. When you want to cheer yourself up, what are you most likely to do…?
Key Global insight – Youth is a key driver of happiness
Satisfaction with life varies around the world, with highest levels in Mexico
50555656
5961
6363
677070
737475
8691
BulgariaRussiaFranceTurkeyChina
ItalySpainBrazil
BelgiumUK
ArgentinaRomaniaS. Africa
USPhilippines
Mexico
Satisfaction with life – top 3 box
Q1. Agreement with statement ‘I am satisfied with my life’ –Scale 1-10
Happiness can also be viewed as an index
• The index is taken from a series of statements, which are a representative sub-set of those measured by the Coca-Cola Happiness Institute in Spain
• It is calculated as the sum of the answers, with the scores for the one negative statement reversed (‘My life is generally full of unpleasant experiences and moments’)
• The sum is then rescaled to have a range of 1 to100
I am satisfied with my life
I feel I have the energy to fulfill my daily tasks
I feel my life is useful and valuable
I feel proud of the way I am
My life is full of learning and challenges that make me grow
I feel very close to people around me
I feel effective and competent in my day to day life
All of my days are full of good moments
I feel that what’s important in life is that I can live the life I want
My life is generally full of unpleasant experiences and moments
I feel I live in a community/society that allows me to develop and grow as a person
Calculation of Happiness Index
Statements
No pattern of economic
development
Based on the Happiness index, people inMexico and the Philippines are happiest
72.373.974.274.4
75.375.4
7677.777.877.8
79.679.78080
86.487.7
FranceBulgaria
TurkeyChina
BelgiumRussia
ItalyUK
SpainBrazil
USRomaniaS. Africa
ArgentinaPhilippines
Mexico
Happiness Index
Except in China and Turkey!
Gender does not drive happiness
68
70
Satisfaction with life – top 3 boxSatisfaction with Life – top 3 box
Q1. Agreement with statement ‘I am satisfied with my life’ –Scale 1-10
Neither does the sun!
Mexico
US Brazil
Philippines
Arg
S. Africa
Bulgaria France
Italy
RomRussia Spain
ChinaTurkeyBelg
UK
Ave temp*
Happiness index
*During fieldwork
Youth appears to be key to happiness!
50
55
60
65
70
75
15-19 20-24 25-39 40+
Satisfaction with Life – top 3 box
Age
Global data neutralizes the age effect
China is the only exception
Key Insight - Teen happiness revolves around friendship
Teens rely more on friends and less on family for happiness
15
15
17
7
54
57
4
6
8
8
15
77
Sports
Music
Leisure
Work/studies
Friends
Family/partner
Sources of personal happiness
Gen population
Teens
Q2 Thinking about happiness overall, what contributes most to your personal happiness?
Eating more of a
focus as we age
Teen highlights of the day also include chatting and listening to music
6
22
10
28
13
33
10
11
14
17
22
39
Putting feet up
Listening to music
Watching TV
Chatting during day
Eating
Catching up in evening
6 happiest moments of the day
Gen population
Teens
Q3 What are the happiest moments of the day for you?
Hugging and
eating come
with age
18
9
16
12
36
56
15
18
20
29
38
Eat a treat
Go shopping
Give/receive hug
Listen to music
Go out with friends
Top 5 ways to cheer up
Gen population
Teens
Teens are even more likely to turn to friends when they need cheering up
Q4. When you want to cheer yourself up, what are you most likely to do…?
Key insight – Retail therapy is officially female
20
15
10
17
33
39
21
25
20
31
33
Eat a treat
Go shopping
Give/receive hug
Listen to music
Go out with friends
Top 5 ways to cheer up
Females Males
When they need cheering up, females are more likely to shop
Q4. When you want to cheer yourself up, what are you most likely to do…?
Key insight – Consumers agree that the taste of Coca-Cola delivers happiness
It’s official – taste is king!
56
18
12
8
8
Source of happiness from drinking Coca-Cola
Taste
Feeling after swallow
Bubbles
Uplift
Sound of bottle opening
Q8 . Finally thinking about when you drink a Coca-Cola, which of the following, if any, makes you
most happy?
* % based on those who expressed a view
Country Snippets
Which country is most likely to hug?• Belgium
• Bulgaria
• France
• Italy
• Romania
• Spain
• UK
• South Africa
• US
• Mexico
• Turkey
• Russia
• Brazil
• Argentina
• China
• Philippines
Which country is most likely to comfort eat?
• Belgium
• Bulgaria
• France
• Italy
• Romania
• Spain
• UK
• South Africa
• US
• Mexico
• Turkey
• Russia
• Brazil
• Argentina
• China
• Philippines
Which country derives most pleasure from music ?• Belgium
• Bulgaria
• France
• Italy
• Romania
• Spain
• UK
• South Africa
• US
• Mexico
• Turkey
• Russia
• Brazil
• Argentina
• China
• Philippines
Which country is most likely to indulge in retail therapy?• Belgium
• Bulgaria
• France
• Italy
• UK
• South Africa
• US
• Mexico
• Turkey
• Russia
• Brazil
• Argentina
• China
• Philippines
Appendix
Females count more on family for happiness
9
9
9
13
25
81
3
8
9
10
24
88
Sports
Music
Leisure
Work/studies
Friends
Family/partner
Sources of personal happiness
Females
Males
Q2 Thinking about happiness overall, what contributes most to your personal happiness?
Males and females share the same happy moments
9
12
15
16
16
39
11
11
16
16
15
42
Putting feet up
Listening to music
Watching TV
Chatting during day
Eating
Catching up in evening
6 happiest moments of the day
Females
Males
Q3 What are the happiest moments of the day for you?
Family and partners matter most in Brazil, Argentina and the Philippines ,
while Europeans value friendship
Total FR UK SP IT BEL ROM BUL SA US MEX TU RU BR ARG CH PHIL
Family/partner 77 77 77 79 63 76 78 72 64 75 78 85 81 91 89 67 87
Friends 15 26 28 32 18 27 13 31 6 7 5 6 9 5 7 13 5
Work 8 14 16 12 15 13 8 13 8 2 4 2 3 1 1 6 3
Leisure 8 15 21 15 12 13 10 15 3 6 2 4 5 2 1 6 2
Music 6 7 12 10 8 9 8 9 13 2 5 1 1 0 1 5 2
Sports 4 7 8 10 6 8 5 5 5 1 3 1 1 0 1 3 1
Catching up with others is especially important in Russia, Argentina and China
Total FR UK SP IT BEL ROM BUL SA US MEX TU RU BR ARG CH PHIL
Catching up in evening 39 35 41 41 24 25 38 28 39 43 42 44 52 42 56 56 15
Eating 22 33 25 38 38 31 38 28 9 5 8 15 9 19 14 10 34
Chatting during day 17 19 19 24 17 11 8 22 22 11 13 24 21 13 17 23 10
Watching TV 14 11 9 7 7 13 15 16 24 7 9 12 19 30 10 11 29
Putting feet up 10 12 20 10 15 10 8 6 10 12 10 15 13 10 6 4 6
Listening to music 11 9 10 11 6 4 8 11 22 8 14 12 10 13 11 10 10
While going out with friends is a key way to cheer up, in S.Africa and Brazil, music is also important
Total FR UK SP IT BEL ROM BUL SA US MEX TU RU BR ARG CH PHIL
Go out with friends 38 47 40 54 34 33 23 53 43 27 32 51 39 25 26 48 25
Listen to music 29 26 25 28 18 25 27 28 43 26 33 33 25 41 35 32 24
Hug 20 21 31 24 16 24 16 26 16 19 22 8 24 22 20 8 23
Go shopping 18 19 21 17 22 23 15 12 26 9 11 24 19 6 9 35 20
Eat a treat 15 13 12 12 16 15 4 2 13 7 13 6 30 28 24 17 24
