Cool today, Gone tomorrow? (by Generation Y around the world)
 

Cool today, Gone tomorrow? (by Generation Y around the world)

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This global InSites Consulting Gen Y research report shares insights into what Coolness means for Generation Y. The full report offers results for over 15 countries on cool cities, people and ...

This global InSites Consulting Gen Y research report shares insights into what Coolness means for Generation Y. The full report offers results for over 15 countries on cool cities, people and brands.

Globally Gen Yers perceive Apple as the coolest brand. Favorite city to visit is New York, followed by London and Paris and they perceive sports(wo)men less cool than pop artists and actors/actresses.

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    Cool today, Gone tomorrow? (by Generation Y around the world) Cool today, Gone tomorrow? (by Generation Y around the world) Presentation Transcript

    • @Joeri_InSites   @Pieterdvuyst  
    • // COUNTRIES INVOLVED IN THE GLOBAL COOLNESS STUDY STUDY in 16 COUNTRIES WORLDWIDE 4.056 consumers (15 – 25 y.o.), representative total country population. Data collected on proprietary research panels from InSites Consulting. To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure. Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.
    • IN THIS INTERNATIONAL STUDY WE’VEFOCUSSED ON COOLNESSIn this report you’ll find out everything youneed to know about what Coolness meansfor Generation Y.In the coming months we’ll focus on other GenY related topics separately. So follow us onTwitter, read the updates on our website andwatch our SlideShare for new presentations.Saw some cool stuff you want to discuss?Contact us! Joeri.vandenbergh@insites.euBut above all, start listening to Generation Y!
    • THIS REPORT SHARES THE DETAILED RESULTSFOR-  United States -  Italy-  United Kingdom -  India-  The Netherlands -  Germany-  Sweden -  France-  Spain -  Denmark-  Russia -  China-  Romania -  Brazil-  Poland -  Belgium
    • //GLOBAL
    • Gen Y, a.k.a. the millennial generation, boys andgirls between 15-30, is increasingly entering thejob market. Since they are globally a biggercohort than their predecessors (Gen X), theirinfluence on society, politics and business thenext decades will be higher and comparable tothe influential Babyboomer generation.But this new active generation feels that they arenot taken serious at this point. Not only bypoliticians and the government but also bycorporations and brands.
    • // Hot takeawaysGen Yers find themselves cool. Especially Indian (67%),Russian (61%) and French (58%) Millennials seethemselves as cool persons.Gen Yers like to visit New York especially. Across theglobe, London and Paris are runners up. National citiesare very popular among inhabitants of that country(Amsterdam among Dutch (21%), St Petersburg amongRussians (37%), etc.).It’s clear that sports(wo)men are less cool than popartists and actors/actresses. Although Gen Yers are notfond of politics at all, charismatic politicians like Obamaand Mandela are still seen as cool people – especially inDenmark. Bill Gates, founder of Microsoft, is worshippedin India (43%). Brazilian Yers focus remarkably more onidols like Lady Gaga, Johnny Depp and Madonna.Among brands, Apple is perceived as the coolest brand,though less outspoken in the Lower Countries and theScandinavian countries. Coca-Cola is runner-up. InPoland, Romania, China and India, Pepsi is perceived asat least equally cool though!
    • //UNITEDSTATES
    • // 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 Gender Male 50% Female 50% •  Survey of 20 minutes 15-18 38% Age 19-21 27% 22-25 35% I’m still studying 54% No job, not looking for one 4% No job, looking for on 13% Professional Job, < 1 year working experience 9% Situation 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% Private situation Partner, no kids 11% Partner, kids 6%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 43 100% 75% 50% 25% % of the American Y’rs think they’re cool! USA Average cross studied countriesN = 251 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Compared to other countries. The European cities London and Paris are also popular cities among American Y’ers. 1 out of 3 sees them as a cool place. 0% 20% 40% 60% New York 49% London 33% Tokyo 32% Paris 32% Los Angeles 26% San Francisco 15% Amsterdam 14% Barcelona 11% Sydney 10% Milan 10% USA Average cross studied countriesN = 251 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Richard Gere 31° 50° 45° 1° 40° Barack Obama 35° Angela Merkel 16° 0° 30° 25° 20° 15° Lady Gaga Richard Branson 16° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 251 / F = No
    • // …AND THE RESTQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 31% Bono Barack Obama 16% Mark Zuckerberg Lady Gaga 16% Tiger Woods Sandra Bullock 14% Cristiano Ronaldo Bill Gates 14% The Pope Jessica Alba 14% George W. Bush Angelina Jolie 13% Madonna Leonardo DiCaprio 13% Serena Williams Oprah Winfrey 12% Demi Moore Brad Pitt 12% Paris Hilton George Clooney 8% Kate Moss Steve Jobs 7% Nicolas Sarkozy David Beckham 6% Herman Van Rompuy Nelson Mandela 6% Richard Gere Pink 6% Richard Branson Lance Armstrong 6% Angela MerkelN = 251 / F = No USA Average cross studied countries
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing H&M Levi’s A&F Diesel Zara T. Hilfiger Across categories, Apple, its Sports C. Allstars Nike mobile phone brand iPhone, Adidas Puma Converse Allstars and Food & Drinks Coca-Cola Sony are the coolest brands. More Doritos M&M’s than 2 out of 3 Gen Yers agree Pepsi McDonald’s with this. Red Bull This is perfectly reflected in the Mars U.S.A., where these brands are Apple Technology Sony even cooler than average Nintendo Microsoft Dell Personal Care brands are HP perceived as less cool. Only Axe Personal Care Axe / Lynx is seen as cool by half of the Nivea Gilette population. L’Oreal Dove Mobile iPhone Samsung Sony Eric. Nokia Belgium U.S.A. Averagecross studied countiries Average cross studied countriesN = 251 / F = No
    • // Hot takeaways4 out of 10 US Yers believe they’re cool! They loveEuropean cities like London (33%), Paris (32%), andAmsterdam (14%). Within the US, New York (49%), LosAngeles (26%) and San Francisco (15%) are seen ascool places. Across categories, Apple, its mobile phonebrand iPhone and Converse Allstars are the coolestbrands. More than 2 out of 3 Gen Yers agree with this.Personal Care brands are perceived as less cool.Compared to other countries, “H&M” gets a high score oncoolness.
    • //UNITEDKINGDOM
    • // 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 Male 51% Gender Questionnaire Female 49% •  Survey of 20 minutes Age 15-18 19-21 37% 27% 22-25 36% I’m still studying 53% No job, not looking for one 3% No job, looking for on 10% Professional Job, < 1 year working experience 11% Situation 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% Private situation Partner, no kids 15% Partner, kids 5%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 39 100% 75% 50% 25% % of the UK Y’rs think they’re cool! UK Average cross studied countriesN = 249 / F = No
    • //COOLEST PLACES ON EARTH Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. UK youngsters are also rather proud of their capital city. 31% thinks Londen is the coolest place on earth. 0% 20% 40% 60% New York 51% London 31% Los Angeles 27% Tokyo 23% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% Paris 21% Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Sydney 15% Dubai 14% Barcelona 14% Amsterdam 13% Milan 13% UK Average cross studied countries N = 249 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Richard Gere 38° 50° 45° 1° 40° David Beckham 35° Herman van Rompuy 19° 1° 30° 25° 20° 15° Lady GaGa George W. Bush 17° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 249 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, although Gen Yers in the UK are fan of David Beckham. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 38% Steve Jobs David Beckham 19% Lance Armstrong Lady Gaga 17% Madonna Barack Obama 14% Cristiano Ronaldo Leonardo DiCaprio 14% Oprah Winfrey Angelina Jolie 13% Paris Hilton Brad Pitt 12% The Pope 20% 17% 15%22% 18% 17% 15% 14% 11% Jessica Alba 11% Bono 9% 7% 7% Pink 10% Tiger Woods Shopping Going to the cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Bill Gates 9% Angela Merkel George Clooney 8% Serena Williams Richard Branson 7% Demi Moore Mark Zuckerberg 6% Nicolas Sarkozy Sandra Bullock 6% Herman Van Rompuy Nelson Mandela 6% Richard Gere Kate Moss 6% George W. Bush UK Average cross studied countries N = 249/ F = No
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Diesel Levi’s A&F T. Hilfiger Zara H&M Sports C. Allstars Nike Adidas Puma Food & Drinks Coca-Cola Across categories, iPhone, Red Bull Doritos Apple, Coca Cola and Pepsi Mars Converse Allstars are the M&M’s McDonald’s coolest brands. Technology Apple Personal Care brands are Nintendo Sony Microsoft perceived as less cool. Dell HP Personal Care Gilette Axe / Lynx Nivea L’Oreal Dove Mobile iPhone Samsung Nokia Sony Eric. Belgium UK Averagecross studied countiries Average cross studied countriesN = 249 / F = No
    • // Hot takeaways4 out of 10 UK Yers believe they’re cool! They’re fond ofAnglo-Saxon cities like New York (51%) and Los Angeles(24%). Y’ers are also proud of their capital city. London isseen by almost 1 out of 3 youngsters as a cool place.Across categories, Apple, its mobile phone brand iPhoneand Converse Allstars are the coolest brands. More than2 out of 3 Gen Yers agree with this. Personal Carebrands are perceived as less cool. The clothing brandsDiesel, Levi’s and A&F are perceived as pretty cool aswell.
    • //THENETHERLANDS
    • // 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 Male 51% Gender Female 49% Questionnaire 15-18 37% •  Survey of 20 minutes Age 19-21 27% 22-25 37% I’m still studying 70% No job, not looking for one 2% No job, looking for on 4% Professional Job, < 1 year working experience 6% Situation 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% Private situation Partner, no kids 28% Partner, kids 3%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 38 100% 75% 50% 25% % of the Dutch Y’rs think they’re cool! Netherlands Average cross studied countriesN = 254 / F = No
    • //COOLEST PLACES ON EARTH Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Dutch youngsters are also rather proud of their capital city. 21% thinks Amsterdam is the coolest place on earth. 0% 20% 40% 60% New York 52% London 23% Los Angeles 21% Amsterdam 21%28% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7% Paris 20% Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...) Making music (DJ, instrument...)Watching television Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) Tokyo 17% Barcelona 17% Dubai 17% San Francisco 11% Sydney 10% NETHERLANDS Average cross studied countries N = 254 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Nicolas Sarkozy 30° 50° 45° 1° 40° Barack Obama 35° Herman van Rompuy 19° 1° 30° 25° 20° 15° Lady GaGa Demi More 16° 1° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 254 / F = No
    • // …AND THE RESTQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?50% Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people.40% 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 30% Madonna Barack Obama 19% Cristiano Ronaldo30% Lady Gaga 16% Bono Angelina Jolie 16% Kate Moss20% Nelson Mandela 14% George W. Bush Brad Pitt 14% Mark Zuckerberg Pink 11% Paris Hilton10% Oprah Winfrey 9% The Pope Bill Gates 8% Richard Branson 31% 28% 28% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7%0%Leonardo DiCaprio 8% Angela Merkel Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...) Making music (DJ, instrument...) Watching television Visit family Hanging out with friends Listening to music Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) Steve Jobs 8% Tiger Woods David Beckham 7% Serena Williams Lance Armstrong 7% Richard Gere George Clooney 7% Nicolas Sarkozy Sandra Bullock 6% Herman Van Rompuy Jessica Alba 5% Demi Moore N = 254/ F = No NETHERLANDS Average cross studied countries
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 0% 10% 10% 20% 20% 30% 30% 40% 40% 50% 50% 60% 60% 70% 70% 80% 80% 90% 90% 100% 100% Diesel Clothing Diesel A&F A&F Zara Zara T. Hilfiger T. Hilfiger Levi’s Levi’s H&M H&M Sports C. Allstars C. Allstars Adidas Adidas Nike Nike Puma Puma Across categories, iPhone, Coca-Cola Food & Drinks Coca-Cola Red Bull Red Bull Apple, Coca Cola and M&M’s M&M’s Mars Mars Converse Allstars are the McDonald’s McDonald’s coolest brands. Doritos Doritos Pepsi Pepsi Apple Personal Care brands are Technology Apple Sony Sony perceived as less cool. Only Axe Nintendo Nintendo Microsoft Microsoft is seen as cool by half of the HP HP population. Dell Dell Personal Care Axe / Lynx Axe / Lynx Gilette Gilette L’Oreal L’Oreal Nivea Nivea Dove Dove Mobile iPhone iPhone Samsung Samsung Sony Eric. Sony Eric. Nokia Nokia The Netherlands Belgium Average cross studied countries Average cross studied countiriesN = 254 / F = No
    • // Hot takeaways4 out of 10 Dutch Yers believe they’re cool which is at thesame level of Belgium (35%) and Germany (37%).They’re fond of Anglo-Saxon cities like New York (52%),London (23%) and Los Angeles (21%). Dutch Y’ers arealso proud of their capital city (21%). Across categories,Apple, its mobile phone brand iPhone, Coca-Cola andConverse Allstars are the coolest brands. More than halfof the Gen Yers agree with this. Personal Care brandsare perceived as less cool. Only Axe is seen as cool by 4out of 10.
    • //BELGIUM
    • // 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 Flanders 60% Region Walloon Regions 40% Male 51% Questionnaire Gender Female 49% •  Survey of 20 minutes Age 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% Professional Job, < 1 year working experience 7% Situation 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% Private situation Partner, no kids 25% Partner, kids 6%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 35 100% 75% 50% 25% % of the Belgian Y’rs think they’re cool! Belgium Average cross studied countriesN = 261 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Compared to other countries, Belgian Y’ers are less proud of their capital city. Brussels is seen by only 1 out of 10 youngsters as a cool place. 0% 20% 40% 60% New York 51% London 36% Paris 24% Los Angeles 23% Barcelona 21% Tokyo 13% Dubai 13% Milan 12% Sydney 11% Brussels 8% Belgium Average cross studied countriesN = 261 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp G.W. Bush 32° 50° 45° 1° 40° Lady Gaga 35° Angela Merkel 22° 1° 30° 25° 20° 15° Barack Obama Richard Gere 17° 1° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 261 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 32% Sandra Bullock Lady Gaga 22% Madonna Barack Obama 17% Lance Armstrong George Clooney 15% Nicolas Sarkozy Brad Pitt 13% The Pope Angelina Jolie 13% Paris Hilton Pink 12% Herman Van Rompuy Nelson Mandela 11% Tiger Woods Jessica Alba 8% Kate Moss Bono 7% Richard Branson Mark Zuckerberg 7% Demi Moore Cristiano Ronaldo 7% Serena Williams Steve Jobs 7% Bill Gates Oprah Winfrey 6% George W. Bush Leonardo DiCaprio 6% Angela Merkel David Beckham 6% Richard Gere70% N = 261 / F = No Belgium Average cross studied countries0%
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Diesel Clothing A&F Levi’s H&M T. Hilfiger Zara Sports C. Allstars Nike Adidas Puma Across categories, Apple, its mobile phone brand iPhone and Converse Coca-Cola Food & Drinks Red Bull Allstars are the coolest brands. More M&M’s McDonald’s than 2 out of 3 Gen Yers agree with Doritos this. Mars Pepsi Coca-Cola, the best known brand in Belgium, follows. Apple Technology Nintendo Sony Personal Care brands are Microsoft HP perceived as less cool. Only Axe is Dell seen as cool by half of the population. Personal Care Axe / Lynx Gilette Nivea Dove L’Oreal Mobile iPhone Samsung Sony Eric. Nokia Belgium Belgium Averagecross studied countiries Average cross studied countriesN = 261 / F = No
    • // Hot takeaways1 out of 3 Belgian Yers believe they’re cool which is at thesame level of The Netherlands (38%) and Germany(37%). They’re fond of cities like New York (51%),London (36%) and Paris (24%). Compared to othercountries, Belgian Y’ers are less proud of their capitalcity. Brussels is seen by only 1 out of 10 youngsters as acool place. Across categories, Apple, its mobile phonebrand iPhone and Converse Allstars are the coolestbrands. More than 2 out of 3 Gen Yers agree with this.Personal Care brands are perceived as less cool. OnlyAxe is seen as cool by half of the population.
    • //SWEDEN
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 257 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Female 49% 15-18 38% Questionnaire Age 19-21 26% •  Survey of 20 minutes 22-25 36% I’m still studying 57% No job, not looking for one 4% No job, looking for on 12% Professional Job, < 1 year working experience 8% Situation 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% Private situation Partner, no kids 27% Partner, kids 6%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 35 100% 75% 50% 25% % of the Swedish Y’rs think they’re cool! Sweden Average cross studied countriesN = 257 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Compared to other countries, Swedish Y’ers are less proud of their capital city. Stockholm is seen by less than 1 out of 10 youngsters as a cool place. 0% 20% 40% 60% New York 53% Tokyo 34% Los Angeles 33% London 22% Paris 19% Dubai 18% San Francisco 15% Barcelona 14% Amsterdam 11% Sydney 10% SWEDEN Average cross studied countriesN = 257 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Nicolas Sarkozy 40° 50° 45° 0° 40° Angelina Jolie 35° Angela Merkel 18° 0° 30° 25° 20° 15° Brad Pitt Herman van Rompuy 17° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 257 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 40% Lance Armstrong Angelina Jolie 18% Madonna Brad Pitt 17% Paris Hilton Nelson Mandela 16% Richard Branson Jessica Alba 15% Cristiano Ronaldo Barack Obama 14% Steve Jobs Lady Gaga 14% Kate Moss Bill Gates 11% Tiger Woods Oprah Winfrey 11% George W. Bush Pink 11% Richard Gere George Clooney 10% The Pope Leonardo DiCaprio 9% Demi Moore David Beckham 6% Serena Williams Mark Zuckerberg 5% Nicolas Sarkozy Sandra Bullock 4% Herman Van Rompuy Bono 4% Angela Merkel70% N = 257 / F = No SWEDEN Average cross studied countries0%
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Diesel Clothing Levi’s T. Hilfiger Zara H&M A&F Sports C. Allstars Adidas Nike Across categories, Apple, its Puma mobile phone brand iPhone, Food & Drinks Coca-Cola Red Bull Converse Allstars and Doritos Pepsi Sony are the coolest brands. More M&M’s Mars than 2 out of 3 Gen Yers agree McDonald’s with this. Apple Technology Sony Nintendo Personal Care brands are Microsoft perceived as less cool. Only 1 out Dell HP of 4 youngsters thinks there are some cool Personal Care brands. Personal Care Axe / Lynx L’Oreal Gilette Nivea Dove Mobile iPhone Sony Eric. Samsung Nokia Belgium Sweden Averagecross studied countiries Average cross studied countriesN = 257 / F = No
    • // Hot takeaways35% of Swedish Yers believe they’re cool which is at thesame level of Belgium (35%) and Germany (37%).They’re fond of Anglo-saxon cities like New York (53%),Los Angeles (33%) and London (23%), but Tokyo is alsonot to be underestimated in terms of coolness. SwedishY’ers are not big fans of their capital city. Stockholm isseen as a cool place by less then 1 out of 10 Gen Y’ers.Across categories, Apple, its mobile phone brand iPhoneand Converse Allstars are the coolest brands. More than2 out of 3 Gen Yers agree with this. Personal Carebrands are perceived as less cool.
    • //SPAIN
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 249 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Gender Male Female 51% 49% 15-18 30% Age Questionnaire 19-21 22-25 27% 43% •  Survey of 20 minutes I’m still studying 68% No job, not looking for one 0% No job, looking for on 13% Professional Job, < 1 year working experience 4% Situation 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% Private situation Partner, no kids 18% Partner, kids 4%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 34 100% 75% 50% 25% % of the Spanish Y’rs think they’re cool! Spain Average cross studied countriesN = 249 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Compared to other countries, Spanish Y’ers are less proud of their capital city. Barcelona does better and is seen by 1 out of 4 youngsters as a cool place. 0% 20% 40% 60% New York 54% Paris 30% London 29% Los Angeles 28% Barcelona 24% Tokyo 23% Amsterdam 20% Dubai 13% San Francisco 8% Berlin 7% SPAIN Average cross studied countriesN = 249 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Serena Williams 28° 50° 45° 1° 40° Lady Gaga 35° Angela Merkel 21° 1° 30° 25° 20° 15° Angelina Jolie Lance Armstrong 21° 1° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 249 / F = No
    • // …AND THE RESTQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 28% Pink Lady Gaga 21% Steve Jobs Angelina Jolie 21% Sandra Bullock Brad Pitt 17% Richard Gere Cristiano Ronaldo 13% Oprah Winfrey Jessica Alba 12% Kate Moss George Clooney 11% Demi Moore Nelson Mandela 11% Herman Van Rompuy David Beckham 10% Nicolas Sarkozy Paris Hilton 9% The Pope Leonardo DiCaprio 9% Richard Branson Madonna 9% Tiger Woods Barack Obama 8% George W. Bush Bill Gates 6% Angela Merkel Bono 6% Serena Williams Mark Zuckerberg 6% Lance ArmstrongN = 249 / F = No SPAIN Average cross studied countries
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Diesel Levi’s T. Hilfiger Zara A&F H&M Sports C. Allstars Nike Puma Adidas Across categories, Apple, its Coca-Cola mobile phone brand iPhone and Food & Drinks Doritos M&M’s Converse Allstars are the Red Bull coolest brands. More than 2 out of McDonald’s Pepsi Mars 3 Gen Yers agree with this. Apple Technology Sony Personal Care brands are Nintendo Microsoft perceived as less cool. Only Axe HP is seen as cool by half of the Dell population. Personal Care Axe / Lynx L’Oreal Dove Nivea Gilette Mobile iPhone Nokia Sony Eric. Samsung Belgium Spain Averagecross studied countiries Average cross studied countriesN = 249 / F = No
    • // Hot takeaways34% of Spanish Yers believe they’re cool which is at thesame level of Belgium (35%), Sweden (35%) andGermany (37%). They’re fond of Anglo-saxon cities likeNew York (54%), London (29%) and Los Angeles (28%).Spanish Yers are not big fans of Madrid, but 1 out of 4thinks Barcelona is a cool place. Across categories,Apple, its mobile phone brand iPhone and ConverseAllstars are the coolest brands. More than 2 out of 3 GenYers agree with this. Personal Care brands are perceivedas less cool.
    • //RUSSIA
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 254 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 50% Gender Female 50% Questionnaire 15-18 29% •  Survey of 20 minutes Age 19-21 27% 22-25 44% I’m still studying 41% No job, not looking for one 2% No job, looking for on 8% Professional Job, < 1 year working experience 13% Situation 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% Private situation Partner, no kids 23% Partner, kids 11%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 61 100% 75% 50% 25% % of the Russian Y’rs think they’re cool! Russia Average cross studied countriesN = 254 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth, however not for Russian youngsters. Russian youngsters are rather proud on their city. 37% thinks St.Petersburg is the coolest place on earth. 0% 20% 40% 60% Paris 42% St Petersburg 37% New York 33% London 30% 23% 19% 19%23% 20% 19% 17% 16% 9% 9% 7% 6% Tokyo 20% Shopping Going to the cinemaGaming (computer / console) Watching television Going out (bar, disco...) Hanging out, doing nothing Hanging out with friends Visit family Listening to music Sporting / Exercising Checking my social networks Taking care/playing with my pet(s) Los Angeles 18% Milan 15% Barcelona 15% Dubai 14% Amsterdam 14% Russia Average cross studied countries N = 254 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Richard Branson 31° 50° 45° 1° 40° The Pope 35° George W. Bush 28° 0° 30° 25° 20° 15° Angelina Jolie Herman van Rompuy 21° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 254 / F = No
    • // …AND THE RESTQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in Russia are fan of Johnny Depp & the pope. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 31% Barack Obama The Pope 28% Paris Hilton Angelina Jolie 21% Demi Moore Bill Gates 14% Lance Armstrong Leonardo DiCaprio 13% Pink Madonna 13% Kate Moss Jessica Alba 13% Bono 23% 19% 19%23% 20% 19% 17% 16% David Beckham 11% Nelson Mandela 9% 9% 7% 6% Brad Pitt 11% Angela Merkel Shopping Going to the cinemaGaming (computer / console) Watching television Going out (bar, disco...) Hanging out, doing nothing Hanging out with friends Visit family Listening to music Sporting / Exercising Checking my social networks Taking care/playing with my pet(s) Lady Gaga 11% Tiger Woods Steve Jobs 8% Serena Williams Cristiano Ronaldo 8% Oprah Winfrey George Clooney 8% Nicolas Sarkozy Richard Gere 7% Richard Branson Mark Zuckerberg 6% George W. Bush Sandra Bullock 6% Herman Van Rompuy Russia Average cross studied countries N = 254/ F = No
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Zara Clothing T. Hilfiger Levi’s A&F H&M Diesel Sports Adidas Nike C. Allstars Puma Food & Drinks Coca-Cola Across categories, Zara, Adidas, M&M’s Pepsi Coca cola, Microsoft, Mars Doritos iPhone and Nokia are the McDonald’s Red Bull coolest brands. Technology Microsoft Apple Personal Care brands are Sony HP perceived as less cool. Dell Nintendo Personal Care Gilette L’Oreal Nivea Dove Axe / Lynx Mobile iPhone Nokia Sony Eric. Samsung Belgium Russia Averagecross studied countiries Average cross studied countriesN = 254 / F = No
    • // Hot takeaways6 out of 10 Russian Yers believe they’re cool which is atthe same level of India (67%), and Poland (64%).Moscou is not seen as a cool place, but they are proud ofSint-Petersburg (37%). Paris (42%) is seen as thecoolest place on earth. Russian Yers are the biggestPope fans of the world, since the holy Father is seen asthe second coolest person on earth! Across categories,Nokia, Apple, its mobile phone brand iPhone and Adidasare the coolest brands. Personal Care brands are stillperceived as least cool, but they score remarkably higherthan in other countries.
    • //ROMANIA
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 258 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Female 49% Questionnaire 15-18 37% •  Survey of 20 minutes Age 19-21 22-25 25% 38% I’m still studying 61% No job, not looking for one 0% No job, looking for on 8% Professional Job, < 1 year working experience 9% Situation 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% Private situation Partner, no kids 22% Partner, kids 3%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 42 100% 75% 50% 25% % of the Romanian Y’rs think they’re cool! Romania Average cross studied countriesN = 258 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Romanian Gen Y’ers like various places across the globe. 0% 20% 40% 60% New York 49% Paris 44% Dubai 31% London 30% 26% 15% 13%28% 16% 14% 11% 8% 7% 7% 6% 6% Tokyo 21% Shopping Youth movement Going to the cinemaGoing out (bar, disco...) Watching television Gaming (computer / console) Hanging out, doing nothing Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) Los Angeles 16% Barcelona 14% Amsterdam 14% Sydney 9% Milan 8% Romania Average cross studied countriesN = 258 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Bill Gates Nicholas Sarkozy 36° 50° 45° 1° 40° Johnny Depp 35° Richard Branson 24° 1° 30° 25° 20° 15° Angelina Jolie Herman van Rompuy 20° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 258 / F = No
    • // …AND THE RESTQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in Romania are fan of Bill Gates. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Bill Gates 36% Steve Jobs Johnny Depp 24% George Clooney Angelina Jolie 20% Bono Nelson Mandela 15% David Beckham Jessica Alba 14% Demi Moore Lance Armstrong 13% Richard Gere Oprah Winfrey 13% Angela Merkel Sandra Bullock 12% Tiger Woods 26% 15% 13%28% 16% 14% 11% 8% 7% 7% 6% 6% The Pope 11% Cristiano Ronaldo Shopping Youth movement Going to the cinemaGoing out (bar, disco...) Watching television Gaming (computer / console) Hanging out, doing nothing Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) Barack Obama 11% Paris Hilton Leonardo DiCaprio 10% Serena Williams Madonna 9% George W. Bush Brad Pitt 9% Kate Moss Lady Gaga 8% Nicolas Sarkozy Mark Zuckerberg 7% Richard Branson Pink 6% Herman Van Rompuy Romania Average cross studied countriesN = 258/ F = No
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% H&M Clothing T. Hilfiger Zara Levi’s Diesel A&F Sports Nike Adidas C. Allstars Puma Coca-Cola Food & Drinks Pepsi Across categories, iPhone, M&M’s Mars Apple, Coca Cola, Nike and McDonald’s Red Bull H&M are the coolest brands. Doritos Technology Apple Microsoft Personal Care brands are Sony perceived as less cool. HP Dell Nintendo Personal Care Nivea Dove Gilette L’Oreal Axe / Lynx Mobile Nokia iPhone Samsung Sony Eric. Belgium Romania Averagecross studied countiries Average cross studied countriesN = 258 / F = No
    • // Hot takeaways4 out of 10 Romanian Yers believe they’re cool which isat the same level of the USA (43%), and the UK (39%).Bucharest is not seen as a cool place. New York (49%),Paris (44%) and Dubai (31%) are the cities that matter.Romanian Yers ranked Bill Gates (36%) as the coolestperson on earth. Gates only scores higher in India (43%).Across categories, Apple, its mobile phone brand iPhoneand Microsoft are the coolest brands. Personal Carebrands are still perceived as least cool, but they scoreremarkably higher than in other countries.
    • //POLAND
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 253 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Female 49% Questionnaire 15-18 35% Age 19-21 29% •  Survey of 20 minutes 22-25 36% I’m still studying 66% No job, not looking for one 5% No job, looking for on 8% Professional Job, < 1 year working experience 4% Situation 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% Private situation Partner, no kids 33% Partner, kids 6%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 64 100% 75% 50% 25% % of the Polish Y’rs think they’re cool! Poland Average cross studied countriesN = 253 / F = No
    • //COOLEST PLACES ON EARTH Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Polish youngsters like various places across the world. 0% 20% 40% 60% New York 38% Paris 33% London 28% Los Angeles 23% 24% 19% 16%26% 20% 17% 13% 12% 11% 11% 6% 4% Barcelona 22% Shopping Cooking Going to the cinema Gaming (computer / console) Watching television Going out (bar, disco...) Hanging out, doing nothing Having sex Sporting / Exercising Going to a concert Checking my social networksReading (books, newspapers...) Dubai 20% Tokyo 20% Amsterdam 14% Sydney 14% Milan 10% Poland Average cross studied countries N = 253 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Serena Williams 30° 50° 45° 1° 40° Angelina Jolie 35° Richard Branson 19° 1° 30° 25° 20° 15° Bill Gates Herman van Rompuy 17° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 253 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in Poland are fan of Johnny Depp. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Oprah Winfrey Johnny Depp 30% Madonna Angelina Jolie 19% Leonardo DiCaprio Bill Gates 17% Kate Moss Brad Pitt 16% Barack Obama Jessica Alba 15% Demi Moore Sandra Bullock 13% Mark Zuckerberg Pink 12% Steve Jobs 24% 19% 16%26% 20% 17% 13% 12% 11% 11% The Pope 6% 4% 10% Nicolas Sarkozy Lady Gaga 9% Shopping Cooking Going to the cinema Gaming (computer / console) Watching television Going out (bar, disco...) Hanging out, doing nothing Having sex Sporting / Exercising Going to a concert Checking my social networksReading (books, newspapers...) Paris Hilton George Clooney 9% George W. Bush Nelson Mandela 9% Tiger Woods Cristiano Ronaldo 8% Angela Merkel Bono 8% Serena Williams Lance Armstrong 7% Richard Branson David Beckham 6% Herman Van Rompuy Richard Gere 6% Poland Average cross studied countries N = 253/ F = No
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% H&M Clothing Zara T. Hilfiger A&F Levi’s Diesel Nike Sports Adidas Puma C. Allstars Coca-Cola Food & Drinks Pepsi Across categories, H&M, Nike, M&M’s Mars M&M’s. Sony Apple and McDonald’s Red Bull Nokia, are the coolest brands. Doritos Technology Sony Apple Personal Care brands are Dell perceived as less cool. HP Microsoft Nintendo Personal Care Nivea Gilette L’Oreal Axe / Lynx Dove Mobile Nokia iPhone Sony Eric. Samsung Belgium Poland Averagecross studied countiries Average cross studied countriesN = 253 / F = No
    • // Hot takeaways64% of Polish Yers believe they’re cool which is at thesame level of India (67%), and Russia (61%). Warsaw isnot seen as a cool place. Polish youngsters dream ofNew York (38%), Paris (33%) and London (28%). Acrosscategories, Sony, Apple and Nokia are the coolestbrands. Personal Care brands are still perceived as leastcool, but they score remarkably higher than in othercountries.
    • //ITALY
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 252 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Gender Male Female 51% 49% 15-18 33% Age 19-21 27% Questionnaire 22-25 40% •  Survey of 20 minutes I’m still studying 69% No job, not looking for one 1% No job, looking for on 11% Professional Job, < 1 year working experience 3% Situation 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% Private situation Partner, no kids 25% Partner, kids 4%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 34 100% 75% 50% 25% % of the Italian Y’rs think they’re cool! Italy Average cross studied countriesN = 252 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Compared to other countries, Italian Y’ers are less proud of their capital city. Rome is not seen as a cool place by youngsters. 0% 20% 40% 60% New York 66% London 35% Paris 27% Los Angeles 24% Barcelona 24% Dubai 22% Tokyo 18% Milan 16% Amsterdam 13% Berlin 8% ITALY Average cross studied countriesN = 252 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Lance Armstrong 37° 50° 45° 1° 40° Lady Gaga 35° Nicolas Sarkozy 26° 1° 30° 25° 20° 15° Angelina Jolie Serena Williams 22° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 252 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 37% Kate Moss Lady Gaga 26% Sandra Bullock Angelina Jolie 22% Bill Gates Barack Obama 18% Leonardo DiCaprio Brad Pitt 14% The Pope George Clooney 14% Richard Gere Madonna 11% Richard Branson David Beckham 11% Oprah Winfrey Paris Hilton 10% Tiger Woods Steve Jobs 10% Demi Moore Bono 9% Herman Van Rompuy Cristiano Ronaldo 9% George W. Bush Mark Zuckerberg 9% Angela Merkel Jessica Alba 8% Lance Armstrong Nelson Mandela 8% Nicolas Sarkozy Pink 7% Serena Williams70% N = 252 / F = No ITALY Average cross studied countries60%
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% A&F Clothing H&M Levi’s Diesel Zara T. Hilfiger Sports C. Allstars Nike Adidas Puma Across categories, Apple, its Coca-Cola mobile phone brand iPhone and Food & Drinks Red Bull McDonald’s A&F are the coolest brands. More Pepsi M&M’s than 2 out of 3 Gen Yers agree Mars with this. Doritos Technology Apple Sony Personal Care brands are Nintendo HP perceived as less cool. Only Dell L’Oreal is seen as cool by half of the Microsoft population. Personal Care L’Oreal Gilette Axe / Lynx Nivea Dove Mobile iPhone Nokia Samsung Sony Eric. Belgium italy Averagecross studied countiries Average cross studied countriesN = 252 / F = No
    • // Hot takeaways34% of Italian Yers believe they’re cool which is at thesame level of Belgium (35%), Spain (34%), and Sweden(35%). Rome is not seen as a cool place, but 16% thinksMilan is pretty cool. New York (66%), london (35%) andParis (27%) are thé places to be. Across categories,Apple, its mobile phone brand iPhone and A&F are thecoolest brands. Personal Care brands are perceived asless cool.
    • //INDIA
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 249 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 50% Gender Questionnaire Female 50% 15-18 38% •  Survey of 20 minutes Age 19-21 27% 22-25 34% I’m still studying 57% No job, not looking for one 4% No job, looking for on 8% Professional Job, < 1 year working experience 9% Situation 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% Private situation Partner, no kids 7% Partner, kids 2%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 67 100% 75% 50% 25% % of the Indian Y’rs think they’re cool! India Average cross studied countriesN = 249 / F = No
    • //COOLEST PLACES ON EARTH Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Indian youngsters are also rather proud of their capital city. 25% thinks Mumbai is the coolest place on earth. 0% 20% 40% 60% Paris 39% New York 37% London 35% Singapore 28% 24% 18% 13%26% 20% 16% 12% 9% 6% 5% 5% 4% Mumbai 25% Shopping Cooking Chatting / telephoning Going to the cinema Youth movement Gaming (computer / console) Hanging out, doing nothing Hanging out with friends Having sex Checking my social networks Sporting / ExercisingReading (books, newspapers...) Los Angeles 19% Dubai 19% Sydney 12% Amsterdam 12% Tokyo 9% India Average cross studied countries N = 249 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Bill Gates Angela Merkel 43° 50° 45° 2° 40° Angelina Jolie 35° Bono 30° 1° 30° 25° 20° 15° Barack Obama Herman van Rompuy 21° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 249 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in India are fan of Bill Gates. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Bill Gates 43% Oprah Winfrey Angelina Jolie 30% The Pope Barack Obama 21% Lady Gaga Brad Pitt 17% Serena Williams David Beckham 15% Pink Nelson Mandela 14% Richard Gere Cristiano Ronaldo 13% Richard Branson Johnny Depp 13% George Clooney 24% 18% 13%26% 20% 16% 12% 9% 6% 5% 5% 4% Madonna 11% Lance Armstrong Shopping Cooking Chatting / telephoning Going to the cinema Youth movement Gaming (computer / console) Hanging out, doing nothing Hanging out with friends Having sex Checking my social networks Sporting / ExercisingReading (books, newspapers...) Steve Jobs 9% Nicolas SarkozyLeonardo DiCaprio 8% Kate Moss Tiger Woods 7% Sandra Bullock Paris Hilton 6% Demi Moore Mark Zuckerberg 6% Angela Merkel George W. Bush 6% Bono Jessica Alba 6% Herman Van Rompuy India Average cross studied countries N = 249/ F = No
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% T. Hilfiger Clothing Levi’s Diesel A&F Zara H&M Nike Sports Adidas Puma C. Allstars McDonald’s Food & Drinks Coca-Cola Across categories T. Hilfiger, Pepsi Mars Nike, McDonalds, Apple M&M’s Doritos and Nokia are the coolest brands. Red Bull Technology Apple Sony Personal Care brands are Dell Microsoft perceived as less cool. HP Nintendo Personal Care L’Oreal Dove Axe / Lynx Gilette Nivea Mobile Nokia iPhone Samsung Sony Eric. Belgium India Averagecross studied countiries Average cross studied countriesN = 249 / F = No
    • // Hot takeaways67% of Indian Yers believe they’re cool which is at thesame level of Poland (64%), and Russia (61%). IndianGen Yers are proud of their capital city, 1 out of 4 thinksMumbai is a cool place. But, the coolest place on earth isParis (39%). Bill Gates (43%) is elected as the coolestperson on earth. Across categories, Apple, their mobilephone brand iPhone and Levi’s are the coolest brands.Food & drinks brands are perceived as less cool.
    • //GERMANY
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 256 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Gender Male Female 51% 49% 15-18 36% Age 19-21 27% Questionnaire 22-25 37% •  Survey of 20 minutes I’m still studying 59% No job, not looking for one 3% No job, looking for on 4% Professional Job, < 1 year working experience 9% Situation 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% Private situation Partner, no kids 35% Partner, kids 1%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 37 100% 75% 50% 25% % of the German Y’rs think they’re cool! German Average cross studied countriesN = 256 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. German Y’ers are quite proud of their capital city. Berlin is seen by 1 out of 5 youngsters as a cool place. 0% 20% 40% 60% New York 53% Los Angeles 26% London 24% Berlin 22% Dubai 18% Tokyo 16% Paris 15% Barcelona 13% Amsterdam 13% San Francisco 13%GERMANY Average cross studied countriesN = 256 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Nicolas Sarkozy 41° 50° 45° 1° 40° Barack Obama 35° Herman van Rompuy 20° 1° 30° 25° 20° 15° George Clooney Serena Williams 18° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 256 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 41% Steve Jobs Barack Obama 20% Angela Merkel George Clooney 18% Madonna Pink 17% Paris Hilton Brad Pitt 15% Bono Angelina Jolie 14% Richard Branson Nelson Mandela 14% Lance Armstrong Lady Gaga 13% Tiger Woods Bill Gates 13% Richard Gere Jessica Alba 10% George W. Bush Sandra Bullock 8% The Pope Leonardo DiCaprio 7% Kate Moss Cristiano Ronaldo 7% Demi Moore David Beckham 7% Nicolas Sarkozy Oprah Winfrey 6% Herman Van Rompuy Mark Zuckerberg 5% Serena Williams70% N = 256 / F = No GERMANY Average cross studied countries0%
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing H&M Levi’s Diesel A&F Zara T. Hilfiger Sports Nike Across categories, Apple, its Adidas C. Allstars mobile phone brand iPhone, Puma Converse Allstars and Coca-Cola Food & Drinks Red Bull Sony are the coolest brands. More McDonald’s M&M’s than 2 out of 3 Gen Yers agree Mars with this. Pepsi Doritos In France, Nike and Adidas beat Apple Converse Allstars in its coolness. Technology Sony Nintendo Microsoft Dell Personal Care brands are HP perceived as less cool. Only Axe Personal Care Axe / Lynx is seen as cool by more than half of Nivea the population. Gilette Dove L’Oreal Mobile iPhone Sony Eric. Samsung Nokia Belgium Germany Averagecross studied countiries Average cross studied countriesN = 256 / F = No
    • // Hot takeaways1 out of 3 German Yers believe they’re cool which is atthe same level of The Netherlands (38%) and Belgium(35%). They’re fond of Anglo-Saxon cities like New York(53%), Los Angeles (26) and London (24%). GermanY’ers are also proud of their capital city. Berlin is seen asa cool place by 1 out of 5 youngsters. Across categories,Apple, its mobile phone brand iPhone are the coolestbrands. Nike and Adidas beat Converse Allstars as thecoolest sport brand. More than half of the Gen Yers agreewith this. Personal Care brands are perceived as lesscool. Only Axe is seen as cool by half of the population.
    • //FRANCE
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 251 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Gender Male Female 51% 49% 15-18 37% Age 19-21 27% Questionnaire 22-25 36% •  Survey of 20 minutes I’m still studying 59% No job, not looking for one 2% No job, looking for on 6% Professional Job, < 1 year working experience 9% Situation 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% Private situation Partner, no kids 21% Partner, kids 4%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 58 100% 75% 50% 25% % of the French Y’rs think they’re cool! France Average cross studied countriesN = 251 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Compared to other countries, French Y’ers are proud of their capital city. Paris is seen by 1 out of 3 youngsters as a cool place. 0% 20% 40% 60% New York 54% Los Angeles 32% Paris 30% Barcelona 25% London 22% Amsterdam 17% Tokyo 17% Dubai 15% San Francisco 9% Milan 6% FRANCE Average cross studied countriesN = 251 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp G.W. Bush 36° 50° 45° 0° 40° Lady Gaga 35° Angela Merkel 25° 1° 30° 25° 20° 15° George Clooney Herman van Rompuy 19° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 251 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 36% Kate Moss Lady Gaga 25% David Beckham George Clooney 19% Bono Brad Pitt 18% The Pope Barack Obama 18% Tiger Woods Jessica Alba 14% Richard Gere Pink 14% Demi Moore Angelina Jolie 12% Paris Hilton Leonardo DiCaprio 11% Lance Armstrong Nelson Mandela 10% Sandra Bullock Bill Gates 6% Richard Branson Oprah Winfrey 5% Serena Williams Mark Zuckerberg 5% Nicolas Sarkozy Cristiano Ronaldo 5% Angela Merkel Steve Jobs 5% George W. Bush Madonna 4% Herman Van Rompuy70% N = 251 / F = No FRANCE Average cross studied countries0%
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Zara A&F Diesel Levi’s T. Hilfiger H&M Sports C. Allstars Across categories, Apple, its Adidas Nike mobile phone brand Puma iPhone,Converse Allstars Food & Drinks Coca-Cola M&M’s and Sony are the coolest brands. McDonald’s Red Bull More than 2 out of 3 Gen Yers Mars agree with this. Pepsi Doritos Coca-Cola, the best known brand Apple in France, follows. Technology Sony Nintendo Microsoft Personal Care brands are Dell HP perceived as less cool. Only Axe is seen as cool by almost half of the Personal Care Axe / Lynx L’Oreal population. Dove Nivea Gilette Mobile iPhone Samsung Sony Eric. Nokia Belgium France Averagecross studied countiries Average cross studied countriesN = 251 / F = No
    • // Hot takeaways6 out of 10 French Yers believe they’re cool which is a lotmore compared to other countries. They’re fond of citieslike New York (54%), Los Angeles (32%) and their owncapital city Paris (30%). London, perceived as a coolplace in most countries, only comes in 5th place (22%).Across categories, Apple, its mobile phone brand iPhoneand Coca-Cola are the coolest brands. About 2 out of 3Gen Yers agree with this. Personal Care brands areperceived as less cool. Only Axe is seen as cool byalmost half of the population.
    • //DENMARK
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 262 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Gender Male Female 51% 49% 15-18 36% Age 19-21 26% Questionnaire 22-25 38% •  Survey of 20 minutes I’m still studying 68% No job, not looking for one 4% No job, looking for on 8% Professional Job, < 1 year working experience 8% Situation 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% Private situation Partner, no kids 27% Partner, kids 5%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 39 100% 75% 50% 25% % of the Danish Y’rs think they’re cool! Denmark Average cross studied countriesN = 262 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Compared to other countries, Danish Y’ers are less proud of their capital city. Copenhagen is not seen as a cool place by youngsters. 0% 20% 40% 60% New York 60% London 30% Los Angeles 24% Paris 22% Tokyo 21% Dubai 15% Barcelona 15% Berlin 14% San Francisco 11% Amsterdam 8% DENMARK Average cross studied countriesN = 262 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Johnny Depp Angela Merkel 31° 50° 45° 2° 40° Barack Obama 35° G.W. Bush 28° 1° 30° 25° 20° 15° Nelson Mandela Herman van Rompuy 25° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 262 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Johnny Depp 31% Sandra Bullock Barack Obama 28% Jessica Alba Nelson Mandela 25% Steve Jobs Bill Gates 12% Richard Branson Leonardo DiCaprio 11% The Pope Angelina Jolie 10% Madonna Pink 10% Demi Moore George Clooney 10% Paris Hilton Lady Gaga 9% Richard Gere Oprah Winfrey 9% Kate Moss Cristiano Ronaldo 9% Tiger Woods Lance Armstrong 7% Serena Williams David Beckham 7% Nicolas Sarkozy Brad Pitt 7% Angela Merkel Bono 6% George W. Bush Mark Zuckerberg 6% Herman Van Rompuy70% N = 262 / F = No DENMARK Average cross studied countries0%
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Diesel T. Hilfiger Levi’s A&F H&M Zara Sports C. Allstars Nike Puma Adidas Across categories, Apple, its Coca-Cola mobile phone brand iPhone and Food & Drinks Red Bull M&M’s Converse Allstars are the Pepsi coolest brands. More than 2 out of Mars McDonald’s Doritos 3 Gen Yers agree with this. Apple Technology Sony Personal Care brands are Nintendo Microsoft perceived as less cool. Less than HP 1 out of 3 think there are some cool Dell personal health care brands. Personal Care Gilette L’Oreal Dove Axe / Lynx Nivea Mobile iPhone Sony Eric. Samsung Nokia Belgium Denmark Averagecross studied countiries Average cross studied countriesN = 262 / F = No
    • // Hot takeaways39% Danish Yers believe they’re cool which is at thesame level of The Netherlands (38%) and Germany(37%). They’re fond of cities like New York (60%),London (30%) and Los Angeles (24%). Compared toother countries, Danish Y’ers are less proud of theircapital city. Copenhagen is not seen as a cool place byyoungsters. Across categories, Apple, its mobile phonebrand iPhone and Converse Allstars are the coolestbrands. Personal Care brands are perceived as less cool.
    • //CHINA
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 261 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 50% Gender Female 50% Questionnaire 15-18 33% •  Survey of 20 minutes Age 19-21 27% 22-25 40% I’m still studying 49% No job, not looking for one 1% No job, looking for on 5% Professional Job, < 1 year working experience 9% Situation 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% Private situation Partner, no kids 13% Partner, kids 5%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 30 100% 75% 50% 25% % of the Chinese Y’rs think they’re cool! China Average cross studied countriesN = 261 / F = No
    • //COOLEST PLACES ON EARTHQ: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Chinese youngsters are also rather proud of their cities. 23% thinks Shanghai is the coolest place on earth and 21% thinks Beijing is the coolest place on earth. 0% 20% 40% 60% Paris 36% New York 34% Dubai 30% Shanghai 23% 22% 18% 14%24% 19% 16% 10% 9% 7% 7% 6% 5% Beijing 21% Shopping Cooking Chatting / telephoning Going to the cinemaGaming (computer / console) Watching television Going out (bar, disco...) Hanging out, doing nothing Hanging out with friends Sporting / Exercising Following a course (art, photography...) Checking my social networks London 19% Singapore 15% Tokyo 15% Los Angeles 15% Milan 12% China Average cross studied countries N = 261 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Bill Gates Richard Gere 30° 50° 45° 3° 40° Lady GaGa 35° Sandra Bullock 26° 2° 30° 25° 20° 15° The Pope Herman van Rompuy 20° 1° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 261 / F = No
    • // …AND THE RESTQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, remarkable is the fact that Gen Yers in China are fan of the Pope. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Bill Gates 30% Lance Armstrong Lady Gaga 26% Serena Williams The Pope 20% Kate Moss David Beckham 14% Nicolas Sarkozy Johnny Depp 10% Jessica Alba Madonna 10% Brad Pitt Pink 9% George Clooney Steve Jobs 7% Richard Branson 22% 18% 14%24% 19% 16% 10% 9% 7% 7% 6% 5% George W. Bush 7% Oprah Winfrey Shopping Cooking Chatting / telephoning Going to the cinemaGaming (computer / console) Watching television Going out (bar, disco...) Hanging out, doing nothing Hanging out with friends Sporting / Exercising Following a course (art, photography...) Checking my social networks Tiger Woods 7% Demi Moore Angelina Jolie 6% Bono Barack Obama 6% Nelson Mandela Angela Merkel 6% Mark Zuckerberg Cristiano Ronaldo 5% Richard Gere Paris Hilton 5% Sandra Bullock Leonardo DiCaprio 5% Herman Van Rompuy China Average cross studied countries N = 261/ F = No
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Levi’s Clothing Zara A&F T. Hilfiger Diesel H&M Adidas Sports Nike C. Allstars Puma Mars Food & Drinks Pepsi Across categories, Levi’s, M&M’s Coca-Cola Adidas, Mars, Apple and Doritos Red Bull iPhone are the coolest brands. McDonald’s Technology Apple Sony Personal Care brands are Microsoft Nintendo perceived as less cool. Dell HP Personal Care L’Oreal Dove Axe / Lynx Gilette Nivea Mobile Nokia iPhone Samsung Sony Eric. Belgium China Averagecross studied countiries Average cross studied countriesN = 261 / F = No
    • // Hot takeawaysAlmost 1 out of 3 Chinese Yers believe they’re cool.They’re fond of cities like Paris (36%), New York (34%)and Dubai (30%). Compared to other countries, ChineseY’ers are proud of their capital city. According to 21% ofthe Chinese Yers Beijing is the coolest place on earth.Chinese Gen Yers are huge fans of Bill Gates (30%),Lady Gaga (26%) and the pope (20%)! Acrosscategories, Apple, its mobile phone brand iPhone andSony are the coolest brands. More than 70% of Gen Yersagree with this. Personal Care brands are perceived asless cool.
    • //BRASIL
    • // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 254 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Questionnaire Male 50% Gender •  Survey of 20 minutes Female 50% 15-18 36% Age 19-21 27% 22-25 37% I’m still studying 38% No job, not looking for one 2% No job, looking for on 11% Professional Job, < 1 year working experience 16% Situation 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% Private situation Partner, no kids 9% Partner, kids 5%
    • // COOL Gen YersQ: First of all we would like to know how cool you find yourself? I am... 50 100% 75% 50% 25% % of the Brazilian Y’rs think they’re cool! Brazil Average cross studied countriesN = 254 / F = No
    • //COOLEST PLACES ON EARTH Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool? Across countries, New York is by far the coolest place on earth. Brazilian youngsters are not so proud of their capital city. 20% thinks Sao Paolo is the coolest place on earth. 0% 20% 40% 60% New York 45% Paris 35% London 32% Los Angeles 29% 21% 18% 14%24% 18% 16% 14% 12% 10% 8% 6% 5% Tokyo 26% Shopping Going to the cinema Watching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothingHaving sex Sporting / Exercising Going to a concert Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) Amsterdam 25% Sao Paolo 20% Dubai 18% Milan 17% Barcelona 12% Brazil Average cross studied countries N = 254 / F = No
    • // THE (UN)COOLEST PEOPLE ON EARTHQ: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Lady GaGa Lance Armstrong 35° 50° 45° 0° 40° Angelina Jolie 35° Angela Merkel 27° 0° 30° 25° 20° 15° Johnny Depp Herman van Rompuy 26° 0° 10° 5° 0°Details for all famous people questioned can be found on the next pageThe degrees (°) represent the % of people that find that person ‘cool’N = 254 / F = No
    • // …AND THE REST Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool? Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in Brazil are more fond of famous women than famous men. 0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50% Lady Gaga 35% Nelson Mandela Angelina Jolie 27% Leonardo DiCaprio Johnny Depp 26% Jessica Alba Madonna 20% Richard Gere Paris Hilton 16% Kate Moss David Beckham 15% Demi Moore Pink 14% Mark Zuckerberg 21% 18% 14%24% 18% 16% 14% 12% 10% Brad Pitt 14% The Pope 8% 6% 5% Bill Gates 12% Serena Williams Shopping Going to the cinema Watching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothingHaving sex Sporting / Exercising Going to a concert Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) Barack Obama 12% Richard Branson Sandra Bullock 11% Nicolas Sarkozy Oprah Winfrey 11% Tiger Woods Bono 10% George W. Bush Steve Jobs 10% Lance Armstrong Cristiano Ronaldo 7% Angela Merkel George Clooney 5% Herman Van Rompuy Brazil Average cross studied countries N = 254/ F = No
    • //COOLEST BRANDS ON EARTHQ: And how cool do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Levi’s Clothing Diesel A&F Zara T. Hilfiger H&M Nike Sports C. Allstars Puma Adidas Coca-Cola Food & Drinks Doritos Across categories, Levi’s, Nike, Red Bull Pepsi Coca Cola, Apple and McDonald’s M&M’s iPhone, are the coolest brands. Mars Technology Apple Sony Personal Care brands are Nintendo Dell perceived as less cool. Microsoft HP Personal Care Gilette Dove L’Oreal Axe / Lynx Nivea Mobile Nokia iPhone Samsung Sony Eric. Belgium Brazil Averagecross studied countiries Average cross studied countriesN = 254 / F = No
    • // Hot takeaways50% of the Brazilian Gen Yers think they’re cool. They’refond of cities like New York (45%), Paris (35%) andLondon (32%). Across categories, Apple, its mobilephone brand iPhone, Nike and Levi’s are the coolestbrands. More than 2 out of 3 Gen Yers agree with this.Personal Care brands are perceived as less cool. OnlyGilette is seen as cool by half of the population.
    • How Cool Brands Stay HotThe book is about connecting with a new generation (Generation Y)which will determine how society and the consumer markets willevolve in the next 3 decades. The book is based on 5 years of intensenew market research and insights and case studies of MTV teamsfrom all over the world, and offers insights in the psychology andbehaviour of “the Millennials” as consumers. The book describes thefive main characteristics of successful youth brands and will helpcompanies get in touch with this new generation of consumers byunderstanding their preferences and dislikes. The book is interspersedwith case studies and interviews with global marketing executives atinternational brands such as H&M, Coca-Cola, Levi’s, Nike, Nokia andJack & Jones. It presents creative ideas to its readers about how toposition, develop and promote brands and how to make them relevantfor Generation Y. More info and updates on:http://www.howcoolbrandsstayhot.comThe book has just won the ‘Marketing Book of The Year 2011’ award.A professional and international jury nominated it as one of the 10 bestbooks 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
    • Joeri Van den BerghGen Y expert and author of ‘How Cool Brands Stay Hot’Hear the key take-aways first hand from authorJoeri Van den Bergh in a workshop or presentation.More information onwww.howcoolbrandsstayhot.com/speech +32 496 232 919   joeri@insites-consulting.com   @joeri_insites   www.linkedin.com/in/joerivandenbergh
    • Next to these country-specificreports, we also created pressreleases for(click the country icon to read the country-specific pressrelease)-  United States-  Belgium NL FR-  The Netherlands//GLOBAL