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@Joeri_InSites
// COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY
STUDY in 16 COUNTRIES WORLDWIDE 4.056 consumers (15 – 25 y.o.), representative total country population. Data collected on proprietary research panels from InSites Consulting. To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure. Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.
IN THIS INTERNATIONAL STUDY WE’VE FOCUSSED ON HAPPINESS In this report you’ll find out everything you need to know about what Happiness means for Generation Y. In the coming months we’ll focus on other Gen Y related topics separately. So follow us on Twitter, read the updates on our website and watch our SlideShare for new presentations. Saw some cool stuff you want to discuss? Contact us! [email protected] But above all, start listening to Generation Y!
THIS REPORT SHARES THE DETAILED RESULTS FOR
- United States - United Kingdom - The Netherlands - Sweden - Spain - Russia - Romania - Poland
- Italy - India - Germany - France - Denmark - China - Brazil - Belgium
//GLOBAL
Gen Y, a.k.a. the millennial generation, boys and girls between 15-30, is increasingly entering the job market. Since they are globally a bigger cohort than their predecessors (Gen X), their influence on society, politics and business the next decades will be higher and comparable to the influential Babyboomer generation. But this new active generation feels that they are not taken serious at this point. Not only by politicians and the government but also by corporations and brands.
// Hot takeaways The majority of Yers in the world are feeling happy. Around the globe at least more than half of Millennials are expressing they feel happy. Especially Dutch (65%), Swedish (66%), Brazilian (69%), Chinese (66%) and Indian (68%) Millennials are the most happy youth groups. A relatively larger amount of UK youth (almost 1 out of 5) is feeling unhappy. Together with Italian and French Gen Y’ers, they are the most unhappy nations. To most Gen Y’ers around the world holidays, having sex and being challenged and achieving something are the top 3 sources of happiness. Connecting with friends & family and listening to music are also frequently mentioned. Graduating, getting a driver’s license, meeting the love of your life are all remarkable moments in youth’s life leading to happiness. Divorcing parents, diseases and broken relationships make them sad. For many Millennials cool brands know how to tap into the emotion of happiness. Especially Coca-Cola and technology brands like Apple, Microsoft, Samsung and Nintendo are connecting with this generation’s emotional mindset.
//UNITED STATES
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 251 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 38%19-21 27%22-25 35%I’m still studying 54%No job, not looking for one 4%No job, looking for on 13%Job, < 1 year working experience 9%Job, 1 year working experience 6%Job, 2 years working experience 5%Job, 3 years working experience 2%Job, > 3 years working experience 8%Single, no kids 80%Single, kids 3%Partner, no kids 11%Partner, kids 6%
Private situation
ProfessionalSituation
Age
Gender
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
57% of the American Y’rs considers themselves to be a happy person.
N = 251 / F = No / / % represent the amount of people that (completely) agrees with this statement
USA Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 251 / F = No
Day Week Year
The extent to which American Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably
on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
USA AVERAGE
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 251 / F = No
Gen Yers’ happiness is maximized listening to good music and when being challenged and succeed in something. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Their happiness is least maximised when being at work, at the hairdresser or at a wellness centre
74
73
71
71
70
70
70
69
67
62
61
60
59
55
51
44
43
42
- 10 20 30 40 50 60 70 80 90 100
When I’m enjoying good music
When I’m challenged andsucceed in achieving something
When I’m with friends/family
When I’ve learned to master a new skill
When I’m having sex
When I’m on holiday
When I’m in bed
When I’m enjoying good food/drink
When I’m at the beach / sea-side
When I’m home
When I’m in a naturalenvironment (e.g. a forest)
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m shopping
When I’m in the mountains
When I’m sporting
When I’m at work
When I’m at the hairdresser
When I’m in a wellness centre
0
33%
33%
29%
26%
25%
18%
18%
16%
16%
13%
10%
9% 8% 7% 7%
0%10
%20
%30
%40
%50
%60
%70
%
Surfi
ng o
n th
e in
tern
et
Han
ging
out
with
frie
nds
List
enin
g to
mus
ic
Wat
chin
g tel
evis
ion
Gam
ing
(com
pute
r / c
onso
le)
Hav
ing
sex
Rea
ding
(boo
ks, n
ewsp
aper
s...)
Shop
ping
Spor
ting
/ Exe
rcis
ing
Han
ging
out
, doi
ng n
othi
ng
Goi
ng to
the
cine
ma
Che
ckin
g my
soci
al n
etwo
rks
Coo
king
Cha
tting
/ tel
epho
ning
Goi
ng o
ut (b
ar, d
isco
...)
USA Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 251 / F = No
No moments 1 moment2 moments 3 moments
N = 181 / F = If 1st moment
N = 125 / F = If 2nd moment
N = 96 / F = If 3rd moment
55% 11% 11% 6% 14% 4%
40% 18% 18% 8% 14% 2%
32% 17% 9% 9% 23% 9%
1 out of 4 American Yers has never expe r i enced an unforge t tab le moment in their life! 50% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have experienced 3 unforgettable moments, chances become high that they mention at least 1 moment of sadness or disgust.
0%
20%
40%
60%
80%United States AVERAGE
28%
22%
12%
38%
N = 251 / F = No
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (2/2)
N represents the number of moments mentioned across respondents Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
Happiness
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love of my life
Becoming a sport champion
My first kiss
Extreme experience (e.g. Skydiving, mount climbing)
Parents got divorced
New school
Encountered aggression
When I was dumped by my
partner
Dead of a person close to me
Was diagnosed with a serious
illness
Got in a fight
Watching 9/11 on television
Graduated
Got my driving license
Discovered my partner cheated
on me
N = 180
N = 58
N = 29
N = 19
N = 66
N = 50
Getting married
Almost lost my job
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 251 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like M&M’s and iPhone which score high on other
CRUSH values as well, can surprise youngsters and make them happy.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
USA AVERAGE
0%
20%
40%
60%
80%M&M’s
Coca-ColaMicrosoft
SonyNintendo
Doritos
Apple
H&M
Dove
Levi’s
Nivea
Puma
HPDell
AdidasSamsung
NikeL’Oreal
PepsiC. AllstarsGilette
iPhone
Mars
T. Hilfiger
McDonald’s
Diesel
A&F
Zara
S. EricssonNokiaAxe / Lynx
Red Bull
0%
20%
40%
60%
80%Zara
DieselS. Ericsson
AppleAxe / Lynx
Red Bull
C. Allstars
iPhone
Mars
Adidas
T. Hilfiger
H&M
PumaL’Oreal
NikeGilette
NiveaM&M’s
SamsungMicrosoftNokia
Nintendo
McDonald’s
Levi’s
Pepsi
Sony
A&F
Doritos
DoveDell
Coca-ColaHP
// Hot takeaways 57% of American Yers consider themselves to be a happy person. The extent to which American Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when enjoying good music, when being challenged and having achieved something or when on a holiday. Spontaneously, these American Yers refer to meeting the love of their life (with all the ins and outs) and graduating as one of the happiest moments of their lives!
//UNITED KINGDOM
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 37%19-21 27%22-25 36%I’m still studying 53%No job, not looking for one 3%No job, looking for on 10%Job, < 1 year working experience 11%Job, 1 year working experience 6%Job, 2 years working experience 4%Job, 3 years working experience 3%Job, > 3 years working experience 9%Single, no kids 76%Single, kids 4%Partner, no kids 15%Partner, kids 5%
ProfessionalSituation
Private situation
Age
Gender
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
55% of the UK Y’rs considers themselves to be a happy person but... 18% is feeling unhappy
N = 249 / F = No / / % represent the amount of people that (completely) agrees with this statement
UK Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 249 / F = No
Day Week Year
The extent to which UK Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
UK
Average cross studied countries
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
75
75
75
74
71
71
69
69
67
66
64
62
60
59
55
53
50
49
- 10 20 30 40 50 60 70 80 90 100
When I’m having sex
When I’m on holiday
When I’m challenged andsucceed in achieving something
When I’m enjoying good music
When I’m with friends/family
When I’ve learned to master a new skill
When I’m enjoying good food/drink
When I’m at the beach / sea-side
When I’m in bed
When I’m home
When I’m in a naturalenvironment (e.g. a forest)
When I’m sporting
When I’m in the mountains
When I’m shopping
When I’m in a wellness centre
When I’m at work
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m at the hairdresser
0
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 249 / F = No
Gen Yers’ happiness is maximized when when having sex and when on a holiday. Millennials are also happy when challenged or enjoying good music. A visit to the hairdresser and looking at art is not maximizing the happiness of UK Yers at all.
34%
32%
27%
22%
20%
18%
17%
17%
15%
15%
14%
11%
9% 7% 7%
0%10
%20
%30
%40
%50
%60
%70
%
Surfi
ng o
n th
e in
tern
et
Han
ging
out
with
frie
nds
List
enin
g to
mus
ic
Wat
chin
g te
levi
sion
Spor
ting
/ Exe
rcis
ing
Rea
ding
(boo
ks, n
ewsp
aper
s...)
Gam
ing
(com
pute
r / c
onso
le)
Shop
ping
Hav
ing
sex
Che
ckin
g m
y so
cial
net
wor
ks
Goi
ng o
ut (b
ar, d
isco
...)
Goi
ng to
the
cine
ma
Han
ging
out
, doi
ng n
othi
ng
Visi
t fam
ily
Mak
ing
mus
ic (D
J, in
stru
men
t...)
UK Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 249 / F = No
N = 168 / F = If 1st moment
N = 109 / F = If 2nd moment
N = 85/ F = If 3rd moment
59% 15% 8% 4% 14% 1%
43% 16% 13% 6% 18% 4%
40% 12% 12% 19% 11% 6%
1 out of 3 UK Yers has never expe r i enced an unforge t tab le moment in their life! 26% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of happiness or sadness.
No moments 1 moment2 moments 3 moments
33%
24%
10%
34%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (2/2)
N represents the number of moments mentioned across respondents Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
Happiness
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love of my life
Becoming a sport champion
My first kiss
Parents got divorced
New school
Encountered aggression
When I was dumped by my
partner
Dead of a person close to me
Was diagnosed with a serious
illness
Found out my mom was sleeping with an
other man
Graduated
Got my driving license
Being dumped by my boy/girl
friend
N = 181
N =57
N = 20
N = 12
N = 54
N = 38
Getting married
Enjoying a holiday abroad
Being robed
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 249 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise
youngsters and make them happy.
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
UK
Average cross studied countries
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
// Hot takeaways Half of the UK Yers consider themselves to be a happy person. The extent to which UK Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when having sex, or in success when being challenged. Spontaneously, these UK Yers refer to their first kiss & getting their drivers license.
//THE NETHERLANDS
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 254 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 37%19-21 27%22-25 37%I’m still studying 70%No job, not looking for one 2%No job, looking for on 4%Job, < 1 year working experience 6%Job, 1 year working experience 5%Job, 2 years working experience 2%Job, 3 years working experience 4%Job, > 3 years working experience 8%Single, no kids 66%Single, kids 3%Partner, no kids 28%Partner, kids 3%
Age
Gender
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
65% of the Dutch Y’rs considers themselves to be a happy person.
N = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement
The Netherlands Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 254 / F = No
Day Week Year
The extent to which Dutch Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
NETHERLANDSAverage cross studied countries
75
75
75
74
71
71
69
69
67
66
64
62
60
59
55
53
50
49
- 10 20 30 40 50 60 70 80 90 100
When I’m having sex
When I’m on holiday
When I’m challenged andsucceed in achieving something
When I’m enjoying good music
When I’m with friends/family
When I’ve learned to master a new skill
When I’m enjoying good food/drink
When I’m at the beach / sea-side
When I’m in bed
When I’m home
When I’m in a naturalenvironment (e.g. a forest)
When I’m sporting
When I’m in the mountains
When I’m shopping
When I’m in a wellness centre
When I’m at work
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m at the hairdresser
0
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 254 / F = No
Gen Yers’ happiness is maximized when having sex and when on a holiday. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Working is pernicious for the Gen Yer’s happiness...not a surprise if you know that ‘sloth’ is their biggest sin!
31%
28%
28%
27%
23%
22%
19%
18%
17%
15%
9% 9% 8% 8% 7%
0%10
%20
%30
%40
%50
%60
%70
%
Han
ging
out
with
frie
nds
List
enin
g to
mus
ic
Wat
chin
g te
levi
sion
Spor
ting
/ Exe
rcis
ing
Surfi
ng o
n th
e in
tern
et
Gam
ing
(com
pute
r / c
onso
le)
Goi
ng o
ut (b
ar, d
isco
...)
Hav
ing
sex
Rea
ding
(boo
ks, n
ewsp
aper
s...)
Shop
ping
Mak
ing
mus
ic (D
J, in
stru
men
t...)
Che
ckin
g m
y so
cial
net
wor
ks
Coo
king
Visi
t fam
ily
Cha
tting
/ te
leph
onin
g
NETHERLANDS Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 254 / F = No
N = 163 / F = If 1st moment
N = 101 / F = If 2nd moment
N = 66 / F = If 3rd moment
48% 6% 10% 3% 31% 3%
40% 12% 8% 12% 24% 4%
40% 12% 12% 19% 11% 6%
1 out of 3 Dutch Yers has never experienced an unforgettable moment in their life! 26% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have experienced 3 unforgettable moments, chances become high that they mention at least 1 moment of sadness or disgust.
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
36%
24%
14%
26%
No moments 1 moment2 moments 3 moments
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (2/2)
N represents the number of moments mentioned across respondents Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
Happiness
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love of my life
Enjoying a holiday abroad
First kiss
Parents got divorced
Future
Encountered aggression
When I was dumped by my
partner
Dead of a person close to me
Was diagnosed with a serious
illness
When I got in a fight
Moved
Graduated
Got my driving license
Being dumped by my boy/girl
friend
N = 144
N =30
N = 30
N = 13
N = 81
N = 32
Getting married
Becoming a mother
Been fired
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 254 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise
youngsters and make them happy.
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
NETHERLANDSAverage cross studied countries
// Hot takeaways 2 out of 3 of the Dutch Yers consider themselves to be a happy person. The extent to which Dutch Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when having sex, or when being challenged and having achieved something. Spontaneously, these Dutch Gen Yers refer to meeting the love of their life (with all the ins and outs) and graduating.
//SWEDEN
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 257 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 38%19-21 26%22-25 36%I’m still studying 57%No job, not looking for one 4%No job, looking for on 12%Job, < 1 year working experience 8%Job, 1 year working experience 6%Job, 2 years working experience 1%Job, 3 years working experience 4%Job, > 3 years working experience 9%Single, no kids 66%Single, kids 2%Partner, no kids 27%Partner, kids 6%
ProfessionalSituation
Private situation
Age
Gender
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
66% of the Swedish Y’rs considers themselves to be a happy person.
N = 257 / F = No / / % represent the amount of people that (completely) agrees with this statement
Sweden Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 257 / F = No
Day Week Year
The extent to which Swedish Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
SWEDEN AVERAGE
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 257 / F = No
Gen Yers’ happiness is maximized when being on a holiday and when having sex. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. The Gen Yer’s happiness is least maximised when be at the hairdresser or when being at work.
75
70
68
67
66
66
65
64
61
59
56
52
52
43
42
40
39
38
- 10 20 30 40 50 60 70 80 90 100
When I’m on holiday
When I’m with friends/family
When I’m having sex
When I’ve learned to master a new skill
When I’m challenged andsucceed in achieving something
When I’m enjoying good music
When I’m at the beach / sea-side
When I’m enjoying good food/drink
When I’m in bed
When I’m home
When I’m sporting
When I’m in a naturalenvironment (e.g. a forest)
When I’m shopping
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m in the mountains
When I’m in a wellness centre
When I’m at the hairdresser
When I’m at work
0
21%
21%
15%
14%
14%
13%
12%
9% 8% 5% 5% 5% 5% 5% 4% 4% 21%
7%
0%10
%20
%30
%40
%50
%60
%70
%
My
mus
cles
in g
ener
alM
y be
lly /
stom
ach
My
mou
th /
teet
hM
y ch
est
My
skin
My
priv
ate
parts
My
hair
My
uppe
r leg
sM
y fa
ce in
gen
eral
My
back
My
butto
cks
My
eyes
My
arm
sM
y to
esM
y an
kles
My
finge
rs / n
ails
My
hand
s / w
rists
My
shou
lder
sM
y ne
ckM
y fe
etM
y ea
rsM
y lo
wer
legs
My
chee
ksM
y be
lly b
utto
nM
y br
east
s / c
leav
age
Som
ethi
ng e
lse,
ple
ase
spec
ify:
None
of t
he a
bove
I wou
ld lik
e to
cha
nge
ever
ythi
ng!
Sw eden AVERAGE
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 257 / F = No
No moments 1 moment2 moments 3 moments
N = 171 / F = If 1st moment
N = 115 / F = If 2nd moment
N = 84 / F = If 3rd moment
62% 7% 9% 2% 17% 3%
42% 16% 12% 6% 19% 4%
34% 13% 24% 10% 17% 2%
1 out of 3 Swedish Yers has never expe r i enced an unforge t tab le moment in their life! 45% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of fear
33%
22%
12%
33%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%Sweden AVERAGE
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 257 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like iPhone and Sony which score high on other CRUSH values as well, can surprise
youngsters and make them happy.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
SWEDEN AVERAGE
0%
20%
40%
60%
80%Nintendo
Coca-ColaNikeT. Hilfiger
Sony
iPhone
S. Ericsson
Mars
H&M
Puma
Adidas
Zara
AppleHP
C. AllstarsNiveaPepsi
GiletteA&FDiesel
Microsoft
Samsung
Nokia
L’Oreal
Dove
M&M’s
Red Bull
McDonald’s
Levi’sAxe / Lynx
DellDoritos
0%
20%
40%
60%
80%iPhone
AppleA&FDell
Sony
Samsung
HP
Levi’s
Dove
H&M
Adidas
L’Oreal
DieselNintendo
DoritosZaraNivea
C. AllstarsT. HilfigerNokia
Puma
Gilette
Microsoft
Nike
S. Ericsson
Axe / Lynx
M&M’s
Mars
PepsiMcDonald’s
Red BullCoca-Cola
// Hot takeaways 66% of Swedish Gen Yers consider themselves to be a happy person. The extent to which Swedish Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when meeting friends/family, having sex completes the happiness top 3.
//SPAIN
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 30%19-21 27%22-25 43%I’m still studying 68%No job, not looking for one 0%No job, looking for on 13%Job, < 1 year working experience 4%Job, 1 year working experience 3%Job, 2 years working experience 3%Job, 3 years working experience 2%Job, > 3 years working experience 6%Single, no kids 78%Single, kids 0%Partner, no kids 18%Partner, kids 4%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
54% of the Spanish Y’rs considers themselves to be a happy person.
N = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement
Spanish Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 249 / F = No
Day Week Year
The extent to which Spanish Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 22:00 and 24:00, preferably on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
SPAIN AVERAGE
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 249 / F = No
Gen Yers’ happiness is maximized when being on a holiday and when having sex. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Working is pernicious for the Gen Yer his/her happiness...Th at is not surprising if you know that ‘sloth’ is their biggest sin!
78
78
74
74
72
72
71
68
66
61
60
59
57
57
56
50
45
44
- 10 20 30 40 50 60 70 80 90 100
When I’m on holiday
When I’m having sex
When I’m with friends/family
When I’m challenged andsucceed in achieving something
When I’ve learned to master a new skill
When I’m in bed
When I’m enjoying good music
When I’m enjoying good food/drink
When I’m at the beach / sea-side
When I’m in a naturalenvironment (e.g. a forest)
When I’m home
When I’m in the mountains
When I’m sporting
When I’m in a wellness centre
When I’m shopping
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m at work
When I’m at the hairdresser
0
37%
35%
28%
27%
22%
21%
20%
19%
14%
13%
10%
8% 8% 6% 4%
0%10
%20
%30
%40
%50
%60
%70
%
Han
ging
out
with
frie
nds
Surfi
ng o
n th
e in
tern
et
Hav
ing
sex
Goi
ng o
ut (b
ar, d
isco
...)
List
enin
g to
mus
ic
Spor
ting
/ Exe
rcis
ing
Gam
ing
(com
pute
r / c
onso
le)
Rea
ding
(boo
ks, n
ewsp
aper
s...)
Shop
ping
Wat
chin
g tel
evis
ion
Goi
ng to
the
cine
ma
Cha
tting
/ tel
epho
ning
Che
ckin
g my
soci
al n
etwo
rks
Goi
ng to
a c
once
rt
Coo
king
SPAIN Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 249 / F = No
No moments 1 moment2 moments 3 moments
N = 176 / F = If 1st moment
N = 132 / F = If 2nd moment
N = 103 / F = If 3rd moment
60% 9% 10% 3% 18% 2%
39% 18% 11% 6% 22% 5%
38% 11% 10% 14% 20% 9%
1 out of 3 Spanish Yers has never expe r i enced an unforge t tab le moment in their life! 53% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of anger or disgust.
29%
18%12%
41%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%Spain AVERAGE
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 249 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like iPhone and HP which score high on other CRUSH values as well, can surprise
youngsters and make them happy.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
SPAIN AVERAGE
0%
20%
40%
60%
80%Nintendo
SonyCoca-Cola
ZaraL’Oreal
Doritos
iPhone
McDonald’s
M&M’s
Nivea
Dove
Apple
HPNike
NokiaS. Ericsson
AdidasMicrosoftMars
DieselGilette
Dell
Axe / Lynx
Puma
C. Allstars
Levi’s
Samsung
A&F
H&MRed Bull
PepsiT. Hilfiger
0%
20%
40%
60%
80%iPhone
Axe / LynxSamsung
C. AllstarsApple
Dell
M&M’s
HP
Pepsi
A&F
S. Ericsson
Red Bull
H&MDoritos
NiveaSony
MarsGilette
PumaNokia
Microsoft
Levi’s
Diesel
T. Hilfiger
Adidas
Dove
Coca-Cola
McDonald’s
NikeNintendo
L’OrealZara
// Hot takeaways More than 1 out of 2 Spanish Yers consider themselves to be a happy person. The extent to which Spanish Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 22:00 and 24:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when having sex, or when being challenged and having achieved something.
//RUSSIA
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 254 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 29%19-21 27%22-25 44%I’m still studying 41%No job, not looking for one 2%No job, looking for on 8%Job, < 1 year working experience 13%Job, 1 year working experience 8%Job, 2 years working experience 9%Job, 3 years working experience 7%Job, > 3 years working experience 13%Single, no kids 65%Single, kids 1%Partner, no kids 23%Partner, kids 11%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
63% of the Russian Y’rs considers themselves to be a happy person.
N = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement
Russia Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 254 / F = No
Day Week Year
The extent to which Russian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 18:00 and 24:00, preferably on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
RussiaAverage cross studied countries
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 254 / F = No
77
75
74
73
73
70
70
67
66
61
58
58
57
55
54
51
43
37
- 10 20 30 40 50 60 70 80 90 100
When I’m having sex
When I’m on holiday
When I’m with friends/family
When I’m at the beach / sea-side
When I’m challenged andsucceed in achieving something
When I’m enjoying good music
When I’m in bed
When I’m enjoying good food/drink
When I’m in a naturalenvironment (e.g. a forest)
When I’m shopping
When I’m in the mountains
When I’m home
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m sporting
When I’ve learned to master a new skill
When I’m in a wellness centre
When I’m at the hairdresser
When I’m at work
0
Gen Yers’ happiness is maximized when having sex and when on a holiday. Millennials are also happy when with friends or family or when at the beach. A visit to the hairdresser and at work is not maximizing Russian Yers at all.
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 254 / F = No
N = 175 / F = If 1st moment
N = 120 / F = If 2nd moment
N = 79/ F = If 3rd moment
70% 10% 6% 4% 8% 2%
52% 9% 11% 6% 20% 2%
44% 18% 15% 6% 10% 6%
1 out of 3 Russian Yers has never expe r i enced an unforge t tab le moment in their life! 16% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of happiness or sadness.
No moments 1 moment2 moments 3 moments
31%
22%
16%
31%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 254 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Nokia which score high on other CRUSH values as well, can surprise youngsters
and make them happy.
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
RussiaAverage cross studied countries
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
// Hot takeaways More than 3 out of 5 Russian Yers consider themselves to be a happy person. The extent to which Russian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 18:00 and 24:00, preferably on a Midsummer Saturday. Their happiness is maximized when having sex, being on a holiday and when meeting friends & family.
//ROMANIA
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 258 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 37%19-21 25%22-25 38%I’m still studying 61%No job, not looking for one 0%No job, looking for on 8%Job, < 1 year working experience 9%Job, 1 year working experience 4%Job, 2 years working experience 5%Job, 3 years working experience 5%Job, > 3 years working experience 8%Single, no kids 75%Single, kids 0%Partner, no kids 22%Partner, kids 3%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
59% of the Romanian Y’rs considers themselves to be a happy person.
N = 258 / F = No / / % represent the amount of people that (completely) agrees with this statement
Romania Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 258 / F = No
Day Week Year
The extent to which Romanian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
RomaniaAverage cross studied countries
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 258 / F = No
80
79
78
77
73
72
72
70
70
64
63
62
58
58
56
46
41
38
- 10 20 30 40 50 60 70 80 90 100
When I’m on holiday
When I’m challenged andsucceed in achieving something
When I’m having sex
When I’m with friends/family
When I’m enjoying good music
When I’m at the beach / sea-side
When I’ve learned to master a new skill
When I’m in the mountains
When I’m in a naturalenvironment (e.g. a forest)
When I’m enjoying good food/drink
When I’m in bed
When I’m home
When I’m shopping
When I’m sporting
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m in a wellness centre
When I’m at the hairdresser
When I’m at work
0
Gen Yers’ happiness is maximized when on a holiday and when challenged. Millennials are also happy when having sex or when with friends and family. A visit to the hairdresser and work is not maximizing Romanian Yers at all.
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 258 / F = No
N = 168 / F = If 1st moment
N = 120 / F = If 2nd moment
N = 8/ F = If 3rd moment
72% 5% 10% 1% 11% 2%
47% 12% 10% 5% 20% 6%
27% 14% 20% 12% 16% 13%
1 out of 3 Romanian Yers has never experienced an unforgettable moment in their life! 13% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of happiness or sadness.
No moments 1 moment2 moments 3 moments
35%
19%
13%
34%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 258 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Nokia and Dove which score high on other CRUSH values as well, can surprise
youngsters and make them happy.
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
// Hot takeaways Almost 3 out of 5 Romanian Yers consider themselves to be a happy person. The extent to which Romanian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when being challenged and having achieved something, or when having sex.
//POLAND
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 253 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 35%19-21 29%22-25 36%I’m still studying 66%No job, not looking for one 5%No job, looking for on 8%Job, < 1 year working experience 4%Job, 1 year working experience 4%Job, 2 years working experience 8%Job, 3 years working experience 3%Job, > 3 years working experience 3%Single, no kids 60%Single, kids 1%Partner, no kids 33%Partner, kids 6%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
61% of the Polish Y’rs considers themselves to be a happy person.
N = 253 / F = No / / % represent the amount of people that (completely) agrees with this statement
Poland Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 253 / F = No
Day Week Year
The extent to which Polish Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
PolandAverage cross studied countries
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 253 / F = No
81
78
76
74
73
73
72
67
65
62
60
60
57
50
46
46
40
38
- 10 20 30 40 50 60 70 80 90 100
When I’m challenged andsucceed in achieving something
When I’m having sex
When I’m on holiday
When I’ve learned to master a new skill
When I’m in bed
When I’m enjoying good music
When I’m with friends/family
When I’m at the beach / sea-side
When I’m enjoying good food/drink
When I’m in a naturalenvironment (e.g. a forest)
When I’m in the mountains
When I’m home
When I’m sporting
When I’m shopping
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m in a wellness centre
When I’m at the hairdresser
When I’m at work
0
Gen Yers’ happiness is maximized when challenged and when having sex. Millennials are also happy when on a holiday. A visit to the hairdresser and at art is not maximizing Polish Yers at all.
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 253 / F = No
N = 162 / F = If 1st moment
N = 97 / F = If 2nd moment
N = 59/ F = If 3rd moment
57% 7% 9% 5% 20% 3%
53% 7% 17% 7% 12% 4%
29% 12% 20% 19% 11% 6%
1 out of 3 Poland Yers has never expe r i enced an unforge t tab le moment in their life! 23% of the Millennials has already experienced 3days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of happiness or sadness.
No moments 1 moment2 moments 3 moments
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
36%
26%
15%
23%
57% 7% 9% 5% 20% 3%
53% 7% 17%
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 253 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Apple which score high on other CRUSH values as well, can surprise youngsters
and make them happy.
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
PolandAverage cross studied countries
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
// Hot takeaways More than 6 out of 10 Polish Yers consider themselves to be a happy person. The extent to which Polish Gen Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being challenged and having achieved something, when having sex, or when on a holiday.
//ITALY
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 252 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 33%19-21 27%22-25 40%I’m still studying 69%No job, not looking for one 1%No job, looking for on 11%Job, < 1 year working experience 3%Job, 1 year working experience 4%Job, 2 years working experience 6%Job, 3 years working experience 2%Job, > 3 years working experience 5%Single, no kids 69%Single, kids 2%Partner, no kids 25%Partner, kids 4%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
54% of the Italian Y’rs considers themselves to be a happy person.
N = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement
Italy Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 252 / F = No
Day Week Year
The extent to which Italian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a August Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
ITALY AVERAGE
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 252 / F = No
Gen Yers’ happiness is maximized when having sex or when being challenged and succeed in achieving something Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Working and being at the hairdresser is pernicious for the Gen Yer his/her happiness..
76
75
75
66
66
65
64
63
62
59
58
53
52
51
51
50
41
39
- 10 20 30 40 50 60 70 80 90 100
When I’m having sex
When I’m challenged andsucceed in achieving something
When I’m on holiday
When I’m with friends/family
When I’m enjoying good music
When I’m enjoying good food/drink
When I’ve learned to master a new skill
When I’m at the beach / sea-side
When I’m in bed
When I’m in a naturalenvironment (e.g. a forest)
When I’m shopping
When I’m sporting
When I’m home
When I’m in a wellness centre
When I’m in the mountains
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m at work
When I’m at the hairdresser
0
32%
31%
30%
28%
23%
22%
19%
18%
16%
15%
13%
9% 7% 7% 6%
0%10
%20
%30
%40
%50
%60
%70
%
Surfi
ng o
n th
e in
tern
et
Han
ging
out
with
frie
nds
Rea
ding
(boo
ks, n
ewsp
aper
s...)
List
enin
g to
mus
ic
Hav
ing
sex
Spor
ting
/ Exe
rcis
ing
Shop
ping
Gam
ing
(com
pute
r / c
onso
le)
Goi
ng to
the
cine
ma
Wat
chin
g tel
evis
ion
Goi
ng o
ut (b
ar, d
isco
...)
Che
ckin
g my
soci
al n
etwo
rks
Coo
king
Mak
ing
mus
ic (D
J, in
stru
men
t...)
Cha
tting
/ tel
epho
ning
ITALY Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 252 / F = No
No moments 1 moment2 moments 3 moments
N = 171 / F = If 1st moment
N = 131 / F = If 2nd moment
N = 91 / F = If 3rd moment
66% 16% 6% 4% 7% 1%
40% 18% 13% 8% 18% 3%
30% 15% 21% 11% 18% 6% 0%
20%
40%
60%
80%
1 out of 3 Italian Yers has never expe r i enced an unforge t tab le moment in their life! 52% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforget table moments , chances decrease that this were feelings of happiness.
32%
16%
16%
36%
0%
20%
40%
60%
80%Italy AVERAGE
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 252 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Coca-Cola and Apple which score high on other CRUSH values as well, can
surprise youngsters and make them happy.
0%
20%
40%
60%
80%Nintendo
Coca-ColaNokia
Levi’sAdidas
M&M’s
Sony
Mars
HP
L’Oreal
Pepsi
H&M
ZaraNike
SamsungA&F
NiveaDove
DieselT. Hilfiger
Microsoft
C. Allstars
iPhone
Apple
Gilette
S. Ericsson
Puma
McDonald’s
DoritosDellRed Bull
Axe / Lynx
0%
20%
40%
60%
80%Doritos
AppleMicrosoft
iPhoneAxe / Lynx
Dell
Puma
HP
Samsung
A&F
Nike
Sony
GilettePepsi
NokiaZara
NiveaAdidas
NintendoH&M
T. Hilfiger
S. Ericsson
Dove
C. Allstars
Levi’s
M&M’s
Mars
Diesel
Coca-ColaMcDonald’s
L’OrealRed Bull
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
ITALY AVERAGE
// Hot takeaways More than half of Italian Yers consider themselves to be a happy person. The extent to which Italian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on an august Saturday. Their happiness is maximized when having sex, being challenged and having achieved something, or when on a holiday.
//INDIA
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 38%19-21 27%22-25 34%I’m still studying 57%No job, not looking for one 4%No job, looking for on 8%Job, < 1 year working experience 9%Job, 1 year working experience 7%Job, 2 years working experience 7%Job, 3 years working experience 2%Job, > 3 years working experience 6%Single, no kids 90%Single, kids 1%Partner, no kids 7%Partner, kids 2%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
68% of the Indian Y’rs considers themselves to be a happy person.
N = 249 / F = No / / % represent the amount of people that (completely) agrees with this statement
India Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 249 / F = No
Day Week Year
The extent to which Indian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer (November-February)
Saturday or Sunday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
IndiaAverage cross studied countries
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 249 / F = No
73
72
72
71
70
68
67
65
65
64
63
63
63
61
60
56
51
50
- 10 20 30 40 50 60 70 80 90 100
When I’m challenged andsucceed in achieving something
When I’m with friends/family
When I’m enjoying good music
When I’m on holiday
When I’m at the beach / sea-side
When I’ve learned to master a new skill
When I’m in a naturalenvironment (e.g. a forest)
When I’m enjoying good food/drink
When I’m in bed
When I’m in the mountains
When I’m having sex
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m shopping
When I’m home
When I’m sporting
When I’m at work
When I’m in a wellness centre
When I’m at the hairdresser
0
Gen Yers’ happiness is maximized when challenged and with friends and family. Millennials are also happy when enjoying good music. A visit to the wellness centre and when at the hairdresser is not maximizing Indian Yers at all.
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 249 / F = No
N = 153 / F = If 1st moment
N = 125 / F = If 2nd moment
N = 108/ F = If 3rd moment
59% 12% 9% 3% 14% 3%
33% 28% 13% 6% 18% 3%
22% 22% 20% 8% 24% 7%
More than 1 out of 3 Indian Yers h a s n e v e r e x p e r i e n c e d a n unforgettable moment in their life! 7% of the Mi l lenn ia ls has a l ready experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of happiness or sadness.
No moments 1 moment2 moments 3 moments
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
38%
11%7%
44%
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N =153/ F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Apple which score high on other CRUSH values as well, can surprise youngsters
and make them happy.
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
IndiaAverage cross studied countries
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
// Hot takeaways Almost 7 out of 10 Indian Yers consider themselves to be a happy person. The extent to which Indian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer (November-February) Saturday or Sunday. Their happiness is maximized when being challenged and having achieved something, when with friends/family or when enjoying good music.
//GERMANY
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 256 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 36%19-21 27%22-25 37%I’m still studying 59%No job, not looking for one 3%No job, looking for on 4%Job, < 1 year working experience 9%Job, 1 year working experience 7%Job, 2 years working experience 5%Job, 3 years working experience 5%Job, > 3 years working experience 8%Single, no kids 63%Single, kids 1%Partner, no kids 35%Partner, kids 1%
Private situation
ProfessionalSituation
Age
Gender
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
55% of the German Y’rs considers themselves to be a happy person.
N = 256 / F = No / / % represent the amount of people that (completely) agrees with this statement
Germany Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 256 / F = No
Day Week Year
The extent to which German Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
GERMANY AVERAGE
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 251 / F = No
Gen Yers’ happiness is maximized when being on a holiday and when having sex. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Working is pernicious for the Gen Yer his/her happiness...not a coincidence if you know that ‘sloth’ is their biggest sin!
74
73
71
69
68
67
66
64
63
56
54
53
53
50
44
42
39
38
- 10 20 30 40 50 60 70 80 90 100
When I’m on holiday
When I’m having sex
When I’m at the beach / sea-side
When I’m with friends/family
When I’m enjoying good music
When I’m challenged andsucceed in achieving something
When I’m enjoying good food/drink
When I’ve learned to master a new skill
When I’m in bed
When I’m home
When I’m in a naturalenvironment (e.g. a forest)
When I’m sporting
When I’m in a wellness centre
When I’m shopping
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m in the mountains
When I’m at the hairdresser
When I’m at work
0
33%
30%
29%
24%
20%
19%
18%
17%
14%
14%
10%
9% 9% 8% 8%
0%10
%20
%30
%40
%50
%60
%70
%
Han
ging
out
with
frie
nds
Surfi
ng o
n th
e in
tern
et
List
enin
g to
mus
ic
Rea
ding
(boo
ks, n
ewsp
aper
s...)
Hav
ing
sex
Goi
ng o
ut (b
ar, d
isco
...)
Spor
ting
/ Exe
rcis
ing
Wat
chin
g tel
evis
ion
Gam
ing
(com
pute
r / c
onso
le)
Goi
ng to
the
cine
ma
Che
ckin
g my
soci
al n
etwo
rks
Visi
t fam
ily
Coo
king
Taki
ng c
are/
play
ing w
ith m
y pe
t(s)
Cha
tting
/ tel
epho
ning
GERMANY Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
No moments 1 moment2 moments 3 moments
N = 178 / F = If 1st moment
N = 103 / F = If 2nd moment
N = 73 / F = If 3rd moment
56% 11% 7% 5% 21% 1%
43% 17% 17% 4% 18% 3%
36% 8% 14% 14% 25% 4%
1 out of 3 German Yers has never expe r i enced an unforge t tab le moment in their life! 41% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of sadness or anger.
30%
29%
12%
29%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%Germany AVERAGE
N = 256 / F = No
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 256 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like M&M’s and Apple which score high on other CRUSH values as well, can surprise
youngsters and make them happy.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
GERMANY AVERAGE
0%
20%
40%
60%
80%Nivea
DoveC. AllstarsNike
Nintendo
M&M’s
H&M
Coca-Cola
Sony
Apple
Mars
Adidas
A&FPuma
Levi’sMcDonald’sL’Oreal
PepsiGiletteAxe / Lynx
Zara
T. Hilfiger
S. Ericsson
Samsung
Red Bull
Dell
iPhone
Doritos
MicrosoftDiesel
HPNokia
0%
20%
40%
60%
80%Axe / Lynx
NintendoZaraMicrosoft
HP
Dell
Doritos
Gilette
iPhone
Sony
Mars
M&M’s
T. HilfigerA&F
AppleS. EricssonDiesel
H&MPepsiAdidas
Levi’s
Samsung
Red Bull
Nokia
Nivea
Puma
Coca-Cola
L’Oreal
NikeDove
C. AllstarsMcDonald’s
// Hot takeaways Half of the German Yers consider themselves to be a happy person. The extent to which german Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when having sex, or when being surrounded by friends and family.
//FRANCE
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 251 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 37%19-21 27%22-25 36%I’m still studying 59%No job, not looking for one 2%No job, looking for on 6%Job, < 1 year working experience 9%Job, 1 year working experience 7%Job, 2 years working experience 6%Job, 3 years working experience 5%Job, > 3 years working experience 7%Single, no kids 72%Single, kids 2%Partner, no kids 21%Partner, kids 4%
Private situation
ProfessionalSituation
Age
Gender
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
54% of the French Y’rs considers themselves to be a happy person.
N = 251 / F = No / / % represent the amount of people that (completely) agrees with this statement
France Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 251 / F = No
Day Week Year
The extent to which French Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
FRANCE AVERAGE
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 251 / F = No
Gen Yers’ happiness is maximized when being on a holiday and when having sex. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Working is pernicious for the Gen Yer his/her happiness...!
78
76
76
72
70
69
68
65
64
60
58
58
56
56
53
47
46
42
- 10 20 30 40 50 60 70 80 90 100
When I’m on holiday
When I’m with friends/family
When I’m having sex
When I’m enjoying good music
When I’m in bed
When I’m enjoying good food/drink
When I’m at the beach / sea-side
When I’ve learned to master a new skill
When I’m home
When I’m in a naturalenvironment (e.g. a forest)
When I’m challenged andsucceed in achieving something
When I’m in a wellness centre
When I’m shopping
When I’m in the mountains
When I’m sporting
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m at the hairdresser
When I’m at work
0
40%
28%
25%
25%
20%
18%
17%
16%
16%
14%
12%
10%
10%
10%
8%
0%10
%20
%30
%40
%50
%60
%70
%
Surfi
ng o
n th
e in
tern
et
Han
ging
out
with
frie
nds
List
enin
g to
mus
ic
Wat
chin
g tel
evis
ion
Hav
ing
sex
Goi
ng to
the
cine
ma
Gam
ing
(com
pute
r / c
onso
le)
Spor
ting
/ Exe
rcis
ing
Shop
ping
Rea
ding
(boo
ks, n
ewsp
aper
s...)
Goi
ng o
ut (b
ar, d
isco
...)
Coo
king
Che
ckin
g my
soci
al n
etwo
rks
Han
ging
out
, doi
ng n
othi
ng
Visi
t fam
ily
FRANCE Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 251 / F = No
No moments 1 moment2 moments 3 moments
N = 150 / F = If 1st moment
N = 106 / F = If 2nd moment
N = 65 / F = If 3rd moment
56% 9% 9% 3% 22% 1%
43% 12% 12% 7% 19% 8%
28% 15% 17% 8% 22% 11%
2 out of 5 French Yers has never expe r i enced an unforge t tab le moment in their life! 42% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of fear or disgust.
40%
18%
16%
26%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%France AVERAGE
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 251 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Coca-Nintendo and iPhone which score high on other CRUSH values as well,
can surprise youngsters and make them happy.
0%
20%
40%
60%
80%Coca-Cola
M&M’sZaraDove
Nintendo
Levi’s
Sony
Samsung
Apple
H&M
Nivea
S. Ericsson
L’OrealMcDonald’s
MicrosoftiPhoneC. Allstars
MarsA&FAdidas
Diesel
Nike
Nokia
T. Hilfiger
Puma
Pepsi
Gilette
HP
Axe / LynxDellDoritosRed Bull
0%
20%
40%
60%
80%iPhone
Axe / LynxAppleT. Hilfiger
Red Bull
Dell
Nivea
HP
Nintendo
Gilette
Diesel
Sony
MicrosoftMars
SamsungC. AllstarsNokia
PumaS. EricssonZara
A&F
L’Oreal
H&M
Doritos
Nike
Coca-Cola
Levi’s
Adidas
DoveMcDonald’s
PepsiM&M’s
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
FRANCE AVERAGE
// Hot takeaways Half of the French Yers consider themselves to be a happy person. The extent to which French Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when having sex, or when being surrounded by friends and family
//DENMARK
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 262 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 36%19-21 26%22-25 38%I’m still studying 68%No job, not looking for one 4%No job, looking for on 8%Job, < 1 year working experience 8%Job, 1 year working experience 3%Job, 2 years working experience 5%Job, 3 years working experience 2%Job, > 3 years working experience 2%Single, no kids 67%Single, kids 1%Partner, no kids 27%Partner, kids 5%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
54% of the Danish Y’rs considers themselves to be a happy person.
N = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement
Belgium Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 262 / F = No
Day Week Year
The extent to which Danish Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 18:00 and 22:00, preferably on a July Saturday.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
DENMARK AVERAGE
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 262 / F = No
Gen Yers’ happiness is maximized when being on a holiday and when being challenged and succeed in achieving something. Millennials can be themselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Only 1 out of 3 says his / her luck is being maximised at the hairdresser.
70
69
67
65
62
62
61
59
57
56
53
52
45
43
43
41
39
37
- 10 20 30 40 50 60 70 80 90 100
When I’m on holiday
When I’m with friends/family
When I’m challenged andsucceed in achieving something
When I’m having sex
When I’ve learned to master a new skill
When I’m enjoying good music
When I’m enjoying good food/drink
When I’m in bed
When I’m at the beach / sea-side
When I’m home
When I’m sporting
When I’m in a naturalenvironment (e.g. a forest)
When I’m in a wellness centre
When I’m at work
When I’m in the mountains
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m shopping
When I’m at the hairdresser
0
38%
30%
25%
22%
20%
20%
20%
15%
14%
13%
12%
10%
9% 8% 8%
0%10
%20
%30
%40
%50
%60
%70
%
Han
ging
out
with
frie
nds
Spor
ting
/ Exe
rcis
ing
Wat
chin
g tel
evis
ion
Hav
ing
sex
Surfi
ng o
n th
e in
tern
et
List
enin
g to
mus
ic
Gam
ing
(com
pute
r / c
onso
le)
Visi
t fam
ily
Shop
ping
Goi
ng o
ut (b
ar, d
isco
...)
Che
ckin
g my
soci
al n
etwo
rks
Rea
ding
(boo
ks, n
ewsp
aper
s...)
Han
ging
out
, doi
ng n
othi
ng
Goi
ng to
the
cine
ma
Coo
king
DENMARK Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 262 / F = No
No moments 1 moment2 moments 3 moments
N = 177 / F = If 1st moment
N = 114 / F = If 2nd moment
N = 77 / F = If 3rd moment
56% 7% 11% 5% 18% 3%
41% 12% 18% 5% 20% 3%
33% 12% 16% 16% 18% 5%
1 out of 3 Danish Yers has never expe r i enced an unforge t tab le moment in their life! 40% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforget table moments , chances decrease that this were moments of happiness.
32%
24%
14%
30%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%Denmark AVERAGE
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 262 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Samsung and Microsoft which score high on other CRUSH values as well, can
surprise youngsters and make them happy.
0%
20%
40%
60%
80%C. Allstars
M&M’sSamsungiPhone
T. Hilfiger
Nike
Coca-Cola
H&M
Microsoft
A&F
Levi’s
Doritos
SonyL’Oreal
ApplePepsiGilette
DieselDoveZara
Mars
Nivea
Nokia
Nintendo
S. Ericsson
Puma
Adidas
Red Bull
McDonald’sHP
Axe / Lynx Dell
0%
20%
40%
60%
80%Nivea
S. EricssonHPDiesel
Samsung
Puma
Apple
Microsoft
Levi’s
Sony
Zara
H&M
L’OrealiPhone
NokiaNintendoAdidas
NikeM&M’sRed Bull
C. Allstars
T. Hilfiger
Coca-Cola
A&F
Dove
Gilette
Dell
Doritos
MarsPepsiAxe / LynxMcDonald’s
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June
July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
DENMARK AVERAGE
// Hot takeaways Half of the Danish Yers consider themselves to be a happy person. The extent to which Danish Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 18:00 and 22:00, preferably on a Saturday in July. Their happiness is maximized when being on a holiday, when being surrounded by friends and family or when being challenged and having achieved something
//CHINA
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 261 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 33%19-21 27%22-25 40%I’m still studying 49%No job, not looking for one 1%No job, looking for on 5%Job, < 1 year working experience 9%Job, 1 year working experience 10%Job, 2 years working experience 10%Job, 3 years working experience 6%Job, > 3 years working experience 10%Single, no kids 82%Single, kids 0%Partner, no kids 13%Partner, kids 5%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
66% of the Chinese Y’rs considers themselves to be a happy person.
N = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement
China Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 261 / F = No
Day Week Year
The extent to which Chinese Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 06:00, preferably on a Saturday. They have no preferable month.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
ChinaAverage cross studied countries
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 261 / F = No
76
72
72
70
70
70
69
69
68
68
65
63
62
62
57
49
48
47
- 10 20 30 40 50 60 70 80 90 100
When I’m challenged andsucceed in achieving something
When I’m on holiday
When I’ve learned to master a new skill
When I’m with friends/family
When I’m enjoying good food/drink
When I’m in a naturalenvironment (e.g. a forest)
When I’m at the beach / sea-side
When I’m enjoying good music
When I’m having sex
When I’m in bed
When I’m home
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m shopping
When I’m in the mountains
When I’m sporting
When I’m in a wellness centre
When I’m at work
When I’m at the hairdresser
0
Gen Yers’ happiness is maximized when challenged and when on a holiday. Millennials are also happy when enjoying good music. A visit to the hairdresser and working is not maximizing Chinese Yers happiness at all.
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 261 / F = No
N = 196 / F = If 1st moment
N = 133 / F = If 2nd moment
N = 104/ F = If 3rd moment
57% 8% 11% 4% 18% 2%
38% 12% 11% 11% 26% 2%
28% 10% 15% 15% 26% 6%
1 out of 4 Chinese Yers has never expe r i enced an unforge t tab le moment in their life! 40% of the Millennials has already experienced 3 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of happiness or sadness.
No moments 1 moment2 moments 3 moments
25%
24%12%
40%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 261 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Nokia which score high on other CRUSH values as well, can surprise youngsters
and make them happy. Coca-Cola scores remarkably less.
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
ChinaAverage cross studied countries
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
// Hot takeaways 66% of the Chinese Yers consider themselves to be a happy person. The extent to which Chinese Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 06:00, preferably on a Saturday. Their happiness is maximized when they are challenged, being on a holiday or when they learned to master a new skill.
//BRASIL
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 254 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 36%19-21 27%22-25 37%I’m still studying 38%No job, not looking for one 2%No job, looking for on 11%Job, < 1 year working experience 16%Job, 1 year working experience 9%Job, 2 years working experience 9%Job, 3 years working experience 5%Job, > 3 years working experience 11%Single, no kids 85%Single, kids 2%Partner, no kids 9%Partner, kids 5%
Gender
Age
ProfessionalSituation
Private situation
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
69% of the Brazilian Y’rs considers themselves to be a happy person.
N = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement
Brazil Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 254 / F = No
Day Week Year
The extent to which Brazilian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Saturday in December or January.
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
April
May
June July
Augu
st
Sept
embe
r
Oct
ober
Nov
embe
r
Dec
embe
r
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
BrazilAverage cross studied countries
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 254 / F = No
46%
33%
29%
24%
21%
18%
18%
16%
14%
14%
12%
10%
8% 6% 5%
0%10
%20
%30
%40
%50
%60
%70
%
Surfi
ng o
n th
e in
tern
et
Han
ging
out
with
frie
nds
List
enin
g to
mus
ic
Hav
ing
sex
Rea
ding
(boo
ks, n
ewsp
aper
s...)
Wat
chin
g te
levi
sion
Goi
ng to
the
cine
ma
Gam
ing
(com
pute
r / c
onso
le)
Spor
ting
/ Exe
rcis
ing
Che
ckin
g m
y so
cial
net
wor
ks
Goi
ng o
ut (b
ar, d
isco
...)
Shop
ping
Han
ging
out
, doi
ng n
othi
ng
Goi
ng to
a c
once
rt
Taki
ng c
are/
play
ing
with
my
pet(s
)
Brazil Average cross studied countries
83
80
79
78
78
78
76
73
73
68
67
65
62
61
55
53
52
52
- 10 20 30 40 50 60 70 80 90 100
When I’m on holiday
When I’m challenged andsucceed in achieving something
When I’m with friends/family
When I’m having sex
When I’ve learned to master a new skill
When I’m enjoying good music
When I’m enjoying good food/drink
When I’m in bed
When I’m at the beach / sea-side
When I’m shopping
When I’m in a naturalenvironment (e.g. a forest)
When I’m home
When I’m sporting
When I’m in the mountains
When I’m in a wellness centre
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m at the hairdresser
When I’m at work
0
Brazilian Yers are in general happier than their fellow Gen Yers. Their happiness is maximized when on a holiday and when challenged. Millennials are also happy when with friends and family or while having sex. A visit to the hairdresser and looking at art is not maximizing Brazilian Yers happiness at all.
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/2)
N = 254 / F = No
N = 197 / F = If 1st moment
N = 157 / F = If 2nd moment
N = 114/ F = If 3rd moment
75% 6% 8% 2% 8% 2%
45% 14% 12% 5% 20% 4%
37% 13% 22% 5% 17% 6%
1 out of 4 Brazilian Yers has never expe r i enced an unforge t tab le moment in their life! 17% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of happiness or sadness.
No moments 1 moment2 moments 3 moments
22%
16%17%
45%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 254 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Coca-Cola and H&M which score high on other CRUSH values as well, can
surprise youngsters and make them happy.
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
BrazilAverage cross studied countries
0%
20%
40%
60%
80%Pepsi
McDonald’sA&FRed Bull
T. Hilfiger
Nike
Dell
Puma
S. Ericsson
Adidas
Mars
Apple
DoritosDove
DieseliPhoneHP
Coca-ColaH&ML’Oreal
Samsung
Nokia
C. Allstars
Axe / Lynx
M&M’s
Zara
Sony
Levi’s
NintendoMicrosoft
NiveaGilette
// Hot takeaways 7 out of 10 Brazilian Yers consider themselves to be a happy person. The extent to which Brazilian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday, when they feel challenged or when being surrounded by friends and family. Unforgettable moments are above all linked to feelings of happiness.
//BELGIUM
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 261 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Flanders 60%Walloon Regions 40%Male 51%Female 49%15-18 35%19-21 27%22-25 38%I’m still studying 69%No job, not looking for one 2%No job, looking for on 4%Job, < 1 year working experience 7%Job, 1 year working experience 5%Job, 2 years working experience 3%Job, 3 years working experience 4%Job, > 3 years working experience 6%Single, no kids 67%Single, kids 3%Partner, no kids 25%Partner, kids 6%
Private situation
ProfessionalSituation
Age
Gender
Region
Q: I consider myself to be a happy person. // HAPPY PEOPLE
100%
75%
50%
25%
54% of the Belgian Y’rs considers themselves to be a happy person.
N = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement
Belgium Average cross studied countries
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months?
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
N = 261 / F = No
20
30
40
50
60
70
80
90
100
06:0
0 –
08:0
0
08:0
0 –
10:0
0
10:0
0 –
12:0
0
12:0
0 –
14:0
0
14:0
0 –
16:0
0
16:0
0 –
18:0
0
18:0
0 –
20:0
0
20:0
0 –
22:0
0
22:0
0 –
24:0
0
24:0
0 –
02:0
0
02:0
0 –
04:0
0
04:0
0 –
06:0
0
Mon
day
Tues
day
Wed
nesd
ay
Thur
sday
Frid
ay
Satu
rday
Sund
ay
Janu
ary
Febr
uary
Mar
ch
Apr
il
May
June July
Aug
ust
Sept
embe
r
Oct
ober
Nove
mbe
r
Dece
mbe
r
Day Week Year
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
BelgiumAverage cross studied countries
The extent to which Belgian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.
Q: How happy are you in each of these situations and places? // MAXIMIZE THEIR HAPPINESS
N = 261 / F = No
74
74
71
70
68
67
65
64
64
62
60
58
57
54
52
47
43
41
- 10 20 30 40 50 60 70 80 90 100
When I’m on holiday
When I’m having sex
When I’m w ith friends/family
When I’m enjoying good music
When I’ve learned to master a new skill
When I’m in bed
When I’m enjoying good food/drink
When I’m challenged andsucceed in achieving something
When I’m at the beach / sea-side
When I’m home
When I’m in a naturalenvironment (e.g. a forest)
When I’m in a w ellness centre
When I’m sporting
When I’m shopping
When I’m in the mountains
When I’m looking atbeautiful buildings, pieces of art, etc.
When I’m at w ork
When I’m at the hairdresser
0
Gen Yers’ happiness is maximized when being on a holiday and when having sex. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Working is pernicious for the Gen Yer his/her happiness...not a coincidence if you know that ‘sloth’ is their biggest sin!
32%
28%
28%
23%
20%
19%
18%
18%
17%
13%
12%
10%
8% 8% 7% 6% 5% 4% 3% 2% 2%
0%10
%20
%30
%40
%50
%60
%70
%
Surf
ing
on th
e in
tern
et
Wat
chin
g te
levi
sion
Hang
ing
out w
ith fr
iend
s
List
enin
g to
mus
ic
Shop
ping
Spor
ting
/ Exe
rcis
ing
Play
ing
gam
es o
n a
com
pute
r or c
onso
le
Read
ing
(boo
ks, n
ewsp
aper
s...)
Goi
ng o
ut (b
ar, d
isco
...)
Havi
ng s
ex
Upd
atin
g/ch
eckin
g m
y so
cial
net
wor
ks
Cook
ing
Goi
ng to
the
cine
ma
Takin
g ca
re/p
layi
ng w
ith m
y pe
t(s)
Mak
ing
mus
ic (D
J, in
stru
men
t...)
Visi
t fam
ily
Yout
h m
ovem
ent
Hang
ing
out,
doin
g no
thin
g
Chat
ting
/ tel
epho
ning
Goi
ng to
a c
once
rt
Follo
win
g a
cour
se (a
rt, p
hoto
grap
hy...
)
Belgium Average cross studied countries
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (1/3)
34%
27%
13%
27%
N = 261 / F = No
No moments 1 moment2 moments 3 moments
N = 172 / F = If 1st moment
N = 103 / F = If 2nd moment
N = 70 / F = If 3rd moment
50% 8% 8% 2% 28% 4%
48% 14% 11% 4% 21% 2%
30% 15% 7% 8% 33% 7%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
0%
20%
40%
60%
80%
32%
28%
28%
23%
20%
19%
18%
18%
17%
13%
12%
10%
8% 8% 7% 6% 5% 4% 3% 2% 2%
0%10
%20
%30
%40
%50
%60
%70
%
Surf
ing
on th
e in
tern
et
Wat
chin
g te
levi
sion
Hang
ing
out w
ith fr
iend
s
List
enin
g to
mus
ic
Shop
ping
Spor
ting
/ Exe
rcis
ing
Play
ing
gam
es o
n a
com
pute
r or c
onso
le
Read
ing
(boo
ks, n
ewsp
aper
s...)
Goi
ng o
ut (b
ar, d
isco
...)
Havi
ng s
ex
Upd
atin
g/ch
eckin
g m
y so
cial
net
wor
ks
Cook
ing
Goi
ng to
the
cine
ma
Takin
g ca
re/p
layi
ng w
ith m
y pe
t(s)
Mak
ing
mus
ic (D
J, in
stru
men
t...)
Visi
t fam
ily
Yout
h m
ovem
ent
Hang
ing
out,
doin
g no
thin
g
Chat
ting
/ tel
epho
ning
Goi
ng to
a c
once
rt
Follo
win
g a
cour
se (a
rt, p
hoto
grap
hy...
)
Belgium Average cross studied countries
1 out of 3 Belgian Yers has never expe r i enced an unforge t tab le moment in their life! 40% of the Millennials has already experienced 2 days they’ll never forget. In case Yers have exper ienced 3 unforgettable moments, chances become high that they mention at least 1 moment of sadness or disgust.
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment?
// I WILL NEVER FORGET THE DAY… (2/3)
Happiness
Surprise
Fear
Anger
Sadness
Disgust
Meeting the love of my life
Becoming a sport champion
My first kiss
Extreme experience (e.g. Skydiving, mount climbing)
Parents got divorced
New school
Encountered aggression
When I was duped by my
partner
Dead of a person close to me
Was diagnosed with a serious
illness
When I got in a fight
Discovered I had no real friends when I
needed them the most Moved
Graduated
Got my driving license
Being dumped by my boy/girl
friend N represents the number of moments mentioned across respondents Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
N = 156
N = 40
N = 13
N = 14
N = 93
N = 30
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? // BRAND EMOTIONALITY
N = 261 / F = No
Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Coca-Cola and Apple which score high on other CRUSH values as well, can
surprise youngsters and make them happy.
0%
20%
40%
60%
80%Coca-Cola
MicrosoftNokiaL’Oreal
Nintendo
Sony
Samsung
Levi’s
M&M’s
Nivea
Doritos
Mars
C. AllstarsApple
GiletteH&MAdidas
DoveHPAxe / Lynx
Zara
A&F
McDonald’s
Red Bull
S. Ericsson
iPhone
Nike
Diesel
PumaT. Hilfiger
DellPepsi
0%
20%
40%
60%
80%Apple
iPhoneH&MNintendo
Dell
M&M’s
Red Bull
Nivea
Zara
HP
Samsung
S. Ericsson
DoveSony
Axe / LynxNikePepsi
T. HilfigerNokiaDoritos
Diesel
Microsoft
Levi’s
Coca-Cola
Puma
Mars
Gilette
A&F
C. AllstarsAdidas
L’OrealMcDonald’s
-2,0
-1,5
-1,0
-0,5
0,0
0,5
1,0
1,5
2,0
BelgiumAverage cross studied countries
// Hot takeaways Half of the Belgian Yers consider themselves to be a happy person. The extent to which Belgian Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when having sex, or when being surrounded by friends and family.
//GLOBAL
Next to these country-specific reports, we also created press releases for (click the country icon to read the country-specific press release)
- United States - United Kingdom - Belgium NL FR - The Netherlands
// How Cool Brands Stay Hot The book is about connecting with a new generation (Generation Y) which will determine how society and the consumer markets will evolve in the next 3 decades. The book is based on 5 years of intense new market research and insights and case studies of MTV teams from all over the world, and offers insights in the psychology and behaviour of “the Millennials” as consumers. The book describes the five main characteristics of successful youth brands and will help companies get in touch with this new generation of consumers by understanding their preferences and dislikes. The book is interspersed with case studies and interviews with global marketing executives at international brands such as H&M, Coca-Cola, Levi’s, Nike, Nokia and Jack & Jones. It presents creative ideas to its readers about how to position, develop and promote brands and how to make them relevant for Generation Y. More info and updates on: http://www.howcoolbrandsstayhot.com The book has just won the ‘Marketing Book of The Year 2011’ award. A professional and international jury nominated it as one of the 10 best books of 2011. Afterwards 2,153 marketers from 85 countries voted ‘How Cool Brands Stay Hot’ as best marketing book of the past year. More info on this award on: http://www.marketingbookoftheyear.org