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Don't worry be happy (results from an international youth study by InSites Consulting)

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Page 1: Don't worry be happy (results from an international youth study by InSites Consulting)

@Joeri_InSites

Page 2: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 3: Don't worry be happy (results from an international youth study by InSites Consulting)

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!

Page 4: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 5: Don't worry be happy (results from an international youth study by InSites Consulting)

//GLOBAL

Page 6: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 7: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 8: Don't worry be happy (results from an international youth study by InSites Consulting)

//UNITED STATES

Page 9: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 10: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 11: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 12: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 13: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 14: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 15: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 16: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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!

Page 17: Don't worry be happy (results from an international youth study by InSites Consulting)

//UNITED KINGDOM

Page 18: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 19: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 20: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 21: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 22: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 23: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 24: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 25: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 26: Don't worry be happy (results from an international youth study by InSites Consulting)

//THE NETHERLANDS

Page 27: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 28: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 29: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 30: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 31: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 32: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 33: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 34: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 35: Don't worry be happy (results from an international youth study by InSites Consulting)

//SWEDEN

Page 36: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 37: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 38: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 39: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 40: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 41: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 42: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 43: Don't worry be happy (results from an international youth study by InSites Consulting)

//SPAIN

Page 44: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 45: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 46: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 47: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 48: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 49: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 50: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 51: Don't worry be happy (results from an international youth study by InSites Consulting)

//RUSSIA

Page 52: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 53: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 54: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 55: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 56: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 57: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 58: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 59: Don't worry be happy (results from an international youth study by InSites Consulting)

//ROMANIA

Page 60: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 61: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 62: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 63: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 64: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 65: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 66: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 67: Don't worry be happy (results from an international youth study by InSites Consulting)

//POLAND

Page 68: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 69: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 70: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 71: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 72: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 73: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 74: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 75: Don't worry be happy (results from an international youth study by InSites Consulting)

//ITALY

Page 76: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 77: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 78: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 79: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 80: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 81: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 82: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 83: Don't worry be happy (results from an international youth study by InSites Consulting)

//INDIA

Page 84: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 85: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 86: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 87: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 88: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 89: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 90: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 91: Don't worry be happy (results from an international youth study by InSites Consulting)

//GERMANY

Page 92: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 93: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 94: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 95: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 96: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 97: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 98: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 99: Don't worry be happy (results from an international youth study by InSites Consulting)

//FRANCE

Page 100: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 101: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 102: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 103: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 104: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 105: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 106: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 107: Don't worry be happy (results from an international youth study by InSites Consulting)

//DENMARK

Page 108: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 109: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 110: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 111: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 112: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 113: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 114: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 115: Don't worry be happy (results from an international youth study by InSites Consulting)

//CHINA

Page 116: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 117: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 118: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 119: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 120: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 121: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 122: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 123: Don't worry be happy (results from an international youth study by InSites Consulting)

//BRASIL

Page 124: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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

Page 125: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 126: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 127: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 128: Don't worry be happy (results from an international youth study by InSites Consulting)

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%

Page 129: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 130: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 131: Don't worry be happy (results from an international youth study by InSites Consulting)

//BELGIUM

Page 132: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 133: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 134: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 135: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 136: Don't worry be happy (results from an international youth study by InSites Consulting)

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.

Page 137: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 138: Don't worry be happy (results from an international youth study by InSites Consulting)

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

Page 139: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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.

Page 140: Don't worry be happy (results from an international youth study by InSites Consulting)

//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

Page 141: Don't worry be happy (results from an international youth study by InSites Consulting)

// 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


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