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

@Joeri_InSites

// COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY STUDY in 16 COUNTRIES WORLDWIDE 4.056 consumers (15 – 25 y.o.), representative total country population. Data collected on proprietary research panels from InSites Consulting. To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure. Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.

IN THIS INTERNATIONAL STUDY WE’VEFOCUSSED ON HAPPINESSIn this report you’ll find out everything youneed to know about what Happiness 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 takeawaysThe majority of Yers in the world are feeling happy.Around the globe at least more than half of Millennialsare expressing they feel happy. Especially Dutch (65%),Swedish (66%), Brazilian (69%), Chinese (66%) andIndian (68%) Millennials are the most happy youthgroups. A relatively larger amount of UK youth (almost 1out of 5) is feeling unhappy. Together with Italian andFrench Gen Y’ers, they are the most unhappy nations.To most Gen Y’ers around the world holidays, having sexand being challenged and achieving something are thetop 3 sources of happiness. Connecting with friends &family and listening to music are also frequentlymentioned. Graduating, getting a driver’s license,meeting the love of your life are all remarkable momentsin youth’s life leading to happiness. Divorcing parents,diseases and broken relationships make them sad.For many Millennials cool brands know how to tap intothe emotion of happiness. Especially Coca-Cola andtechnology brands like Apple, Microsoft, Samsung andNintendo are connecting with this generation’s emotionalmindset.

//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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 57 % of the American Y’rs considers themselves to be a happy person. USA Average cross studied countriesN = 251 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 Monday Wednesday Tuesday Thursday November Friday April October August June Sunday January September Saturday March December February July 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 May 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 USA AVERAGEN = 251 / F = No

// MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? happiness is maximized listening to good music and when being challenged and Gen Yers’ 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 -0 10 20 30 40 50 60 70 80 90 100 When I’m enjoying good music 74 When I’m challenged and succeed in achieving something 73 When I’m with friends/family 71 When I’ve learned to master a new skill 71 When I’m having sex 70 When I’m on holiday 70 When I’m in bed 70 When I’m enjoying good food/drink 69 When I’m at the beach / sea-side 67 When I’m home 62 When I’m in a natural environment (e.g. a forest) 61 When I’m looking at beautiful buildings, pieces of art, etc. 60 When I’m shopping 59 When I’m in the mountains 55 When I’m sporting 51 When I’m at work 44 When I’m at the hairdresser 43 When I’m in a wellness centre 4270% N = 251 / F = No USA Average cross studied countries0%

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment? N = 181 / F = If 1st moment1 out of 4 American Yers has never 80%experienced an unforgettable 60%moment in their life! 50% of the 40%Millennials has already experienced 2 daysthey’ll never forget. In case Yers have 20%experienced 3 unforgettable moments, 0%chances become high that they mention at 55% 11% 11% 6% 14% 4%least 1 moment of sadness or disgust. N = 125 / F = If 2nd moment 80% 60% 40% 22% 20% 12% 0% 40% 18% 18% 8% 14% 2% 28% N = 96 / F = If 3rd moment 80% 38% 60% 40% 20% No moments 1 moment 0% 2 moments 3 moments 32% 17% 9% 9% 23% 9% N = 251 / F = No United States AVERAGE

// I WILL NEVER FORGET THE DAY… (2/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment? Extreme experience (e.g. When I was Skydiving, mount climbing) dumped by my Graduated partner Meeting the love of my life Becoming a Surprise sport champion Dead of a person N = 58 close to me Happiness Anger My first kiss N = 180 N = 29 Getting married Got my driving license Got in a fight Fear Disgust New school N = 50 N = 19 Watching 9/11 Sadness on television Almost lost my N = 66 job Encountered Was diagnosed Discovered my aggression Parents got with a serious partner cheated divorced illness on meN represents the number of moments mentioned across respondentsBased 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.

// BRAND EMOTIONALITYQ: 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? 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. Zara HP 80% Diesel Coca-Cola S. Ericsson M&M’s Red Bull Coca-Cola Dell Apple Axe / Lynx 80% Microsoft Dove 60% Axe / Lynx Nokia Sony S. Ericsson 60% Nintendo Doritos Red Bull 40% Zara Doritos A&F C. Allstars 40% A&F Apple Sony 20% iPhone Diesel 20% H&M Pepsi 0% Mars McDonald’s 0% Dove Levi’s Adidas T. Hilfiger Levi’s McDonald’s T. Hilfiger Mars Nivea Nintendo H&M iPhone Puma Nokia Puma Gilette HP Microsoft L’Oreal C. Allstars Dell Samsung Nike M&M’s Gilette Pepsi Adidas Nivea L’Oreal Samsung Nike USA AVERAGEN = 251 / F = No

// Hot takeaways57% of American Yers consider themselves to be ahappy person. The extent to which American Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a MidsummerSaturday. Their happiness is maximized when enjoyinggood music, when being challenged and havingachieved something or when on a holiday.Spontaneously, these American Yers refer to meeting thelove of their life (with all the ins and outs) and graduatingas one of the happiest moments of their lives!

//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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 55 50% 25% % of the UK Y’rs considers themselves to be a happy person but... 18% is feeling unhappy UK Average cross studied countriesN = 249 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL 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? The extent to which UK Yers feel happy clearly differs from time to time. As a brand you want to be in touch with2,0 the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday.1,5 Day Week Year 1001,0 90 800,5 70 600,0 50 40-0,5 30-1,0 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December-1,5-2,0 UK Average cross studied countries N = 249 / F = No

// MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? 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. - 10 20 30 40 50 60 70 80 90 100 0 When I’m having sex 75 When I’m on holiday 75 When I’m challenged and succeed in achieving something 75 When I’m enjoying good music 74 When I’m with friends/family 71 When I’ve learned to master a new skill 71 When I’m enjoying good food/drink 69 When I’m at the beach / sea-side 69 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% When I’m in bed 67 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...) When I’m home 66 When I’m in a natural environment (e.g. a forest) 64 When I’m sporting 62 When I’m in the mountains 60 When I’m shopping 59 When I’m in a wellness centre 55 When I’m at work 53 When I’m looking at beautiful buildings, pieces of art, etc. 50 UK Average cross studied countries When I’m at the hairdresser 49 N = 249 / F = No

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 3 UK Yers has never 80% N = 168 / F = If 1st momentexperienced an unforgettable 60%moment in their life! 26% of the 40%Millennials has already experienced 2 daysthey’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 59% 15% 8% 4% 14% 1%high that they mention at least 1 moment ofhappiness or sadness. N = 109 / F = If 2nd moment 80% 60% 40% 24% 20% 0% 10% 43% 16% 13% 6% 18% 4% 33% N = 85/ F = If 3rd moment 80% 34% 60% 40% 20% 0% No moments 1 moment 2 moments 3 moments 40% 12% 12% 19% 11% 6% N = 249 / F = No

// I WILL NEVER FORGET THE DAY… (2/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment? When I was Graduated dumped by my partner Meeting the love of my life Becoming a sport champion Surprise Dead of a person N =57 close to me Enjoying a holiday abroad Happiness Anger N = 181 N = 20 My first kiss Getting married Got my driving license Being robed Fear Disgust N = 38 N = 12 New school Found out my mom Sadness was sleeping with an N = 54 other man Encountered aggression Was diagnosed Being dumped Parents got with a serious by my boy/girl divorced illness friendN represents the number of moments mentioned across respondentsBased 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.

// BRAND EMOTIONALITY 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? Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when2,0 thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise youngsters and make them happy.1,51,00,5 Pepsi Pepsi Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull0,0 Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell-0,5 20% Zara 20% Puma Zara Puma M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson-1,0 Axe / Lynx Adidas Axe / Lynx Adidas C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple-1,5 Samsung Doritos Samsung Doritos L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP-2,0 UK Average cross studied countries N = 249 / F = No

// Hot takeawaysHalf of the UK Yers consider themselves to be a happyperson. The extent to which UK Yers feel happy clearlydiffers from time to time. As a brand you want to be intouch with the Millennials in the evening between 20:00and 22:00, preferably on a Midsummer Saturday. Theirhappiness is maximized when being on a holiday andwhen having sex, or in success when being challenged.Spontaneously, these UK Yers refer to their first kiss &getting their drivers license.

//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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 65 % of the Dutch Y’rs considers themselves to be a happy person. The Netherlands Average cross studied countriesN = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL 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? 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.2,0 Day Week Year1,5 100 901,0 80 700,5 600,0 50 40-0,5 30 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December-1,0-1,5-2,0 NETHERLANDS Average cross studied countries N = 254 / F = No

// MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? 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! - 10 20 30 40 50 60 70 80 90 100 0 When I’m having sex 75 When I’m on holiday 75 When I’m challenged and succeed in achieving something 75 When I’m enjoying good music 74 When I’m with friends/family 71 When I’ve learned to master a new skill 71 When I’m enjoying good food/drink 69 When I’m at the beach / sea-side 69 When I’m in bed 6728% 27% 23% 22% 19% 18% 17% 15% 66 9% 9% 8% 8% 7% When I’m home When I’m in a natural 64 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...) environment (e.g. a forest) When I’m sporting 62 When I’m in the mountains 60 When I’m shopping 59 When I’m in a wellness centre 55 When I’m at work 53 When I’m looking at beautiful buildings, pieces of art, etc. 50 When I’m at the hairdresser 49 NETHERLANDS Average cross studied countries N = 254 / F = No

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 3 Dutch Yers has never 80% N = 163 / F = If 1st momentexperienced an unforgettable 60%moment in their life! 26% of the 40%Millennials has already experienced 2 20%days they’ll never forget. 0%In case Yers have experienced 3 48% 6% 10% 3% 31% 3%unforgettable moments , chancesbecome high that they mention at least 1 N = 101 / F = If 2nd moment 80%moment of sadness or disgust. 60% 40% 20% 24% 0% 40% 12% 8% 12% 24% 4% 36% 14% N = 66 / F = If 3rd moment 80% 60% 26% 40% 20% 0% No moments 1 moment 40% 12% 12% 19% 11% 6% 2 moments 3 moments N = 254 / F = No

// I WILL NEVER FORGET THE DAY… (2/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment? First kiss Been fired When I was dumped by my Graduated partner Meeting the love of my life Surprise Becoming a Dead of a person N =30 mother close to me Happiness Anger Enjoying a N = 144 N = 30 holiday abroad Getting married Got my driving license When I got in a fight Fear Disgust N = 32 N = 13 Future Sadness N = 81 Moved Encountered aggression Was diagnosed Being dumped Parents got with a serious by my boy/girl divorced illness friendN represents the number of moments mentioned across respondentsBased 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.

// BRAND EMOTIONALITY 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? 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 surprise2,0 youngsters and make them happy.1,51,0 Pepsi Pepsi0,5 Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger0,0 Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell Zara 20% Puma Zara 20% Puma-0,5 M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson Axe / Lynx Adidas Axe / Lynx Adidas-1,0 C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple Samsung Doritos Samsung Doritos-1,5 L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP-2,0 NETHERLANDS Average cross studied countries N = 254 / F = No

// Hot takeaways2 out of 3 of the Dutch Yers consider themselves to be ahappy person. The extent to which Dutch Yers feel happyclearly differs from time to time. As a brand you want tobe in touch with the Millennials in the evening between20:00 and 22:00, preferably on a Midsummer Saturday.Their happiness is maximized when being on a holidayand when having sex, or when being challenged andhaving achieved something. Spontaneously, these DutchGen Yers refer to meeting the love of their life (with all theins and outs) and graduating.

//SWEDEN

// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 257 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age 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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 66 % of the Swedish Y’rs considers themselves to be a happy person. Sweden Average cross studied countriesN = 257 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 Monday Wednesday Tuesday Thursday November Friday April October August June Sunday January September Saturday March December February July 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 May 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 SWEDEN AVERAGEN = 257 / F = No

// MAXIMIZE THEIR HAPPINESSQ: How happy are you in each of these situations and places?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. -0 10 20 30 40 50 60 70 80 90 100 When I’m on holiday 75 When I’m with friends/family 70 When I’m having sex 68 When I’ve learned to master a new skill 67 When I’m challenged and succeed in achieving something 66 When I’m enjoying good music 66 When I’m at the beach / sea-side 65 When I’m enjoying good food/drink 64 When I’m in bed 61 When I’m home 59 When I’m sporting 56 When I’m in a natural environment (e.g. a forest) 52 When I’m shopping 52 When I’m looking at beautiful buildings, pieces of art, etc. 43 When I’m in the mountains 42 When I’m in a wellness centre 40 When I’m at the hairdresser 39 When I’m at work 38N = 257 / F = No Sw eden AVERAGE

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 3 Swedish Yers has never N = 171 / F = If 1st moment 80%experienced an unforgettable 60%moment in their life! 45% of theMillennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 62% 7% 9% 2% 17% 3%high that they mention at least 1 moment offear N = 115 / F = If 2nd moment 80% 60% 40% 22% 20% 0% 12% 42% 16% 12% 6% 19% 4% 33% N = 84 / F = If 3rd moment 80% 33% 60% 40% 20% No moments 1 moment 0% 2 moments 3 moments 34% 13% 24% 10% 17% 2% N = 257 / F = No Sweden AVERAGE

// BRAND EMOTIONALITYQ: 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? Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked whenthinking of brands. Brands like iPhone and Sony which score high on other CRUSH values as well, can surprise youngsters and make them happy. Nintendo iPhone Doritos Coca-Cola Coca-Cola Apple Dell 80% Nike Red Bull 80% A&F Axe / Lynx T. Hilfiger McDonald’s Dell Levi’s 60% Sony Pepsi 60% Sony McDonald’s iPhone Mars Samsung 40% 40% Red Bull S. Ericsson M&M’s HP M&M’s 20% Mars 20% Axe / Lynx Levi’s Dove 0% H&M S. Ericsson 0% Dove L’Oreal Puma Nike H&M Nokia Adidas Microsoft Adidas Samsung Zara Gilette L’Oreal Microsoft Apple Puma Diesel Diesel HP Nokia Nintendo A&F C. Allstars T. Hilfiger Doritos Gilette Nivea C. Allstars Zara Pepsi Nivea SWEDEN AVERAGEN = 257 / F = No

// Hot takeaways66% of Swedish Gen Yers consider themselves to be ahappy person. The extent to which Swedish Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a MidsummerSaturday. Their happiness is maximized when being on aholiday and when meeting friends/family, having sexcompletes the happiness top 3.

//SPAIN

// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 249 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age 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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 54 % of the Spanish Y’rs considers themselves to be a happy person. Spanish Average cross studied countriesN = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 Monday Wednesday Tuesday Thursday November Friday April October August June Sunday January September Saturday March December February July 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 May 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 SPAIN AVERAGEN = 249 / F = No

// MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? 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! -0 10 20 30 40 50 60 70 80 90 100 When I’m on holiday 78 When I’m having sex 78 When I’m with friends/family 74 When I’m challenged and succeed in achieving something 74 When I’ve learned to master a new skill 72 When I’m in bed 72 When I’m enjoying good music 71 When I’m enjoying good food/drink 68 When I’m at the beach / sea-side 66 When I’m in a natural environment (e.g. a forest) 61 When I’m home 60 When I’m in the mountains 59 When I’m sporting 57 When I’m in a wellness centre 57 When I’m shopping 56 When I’m looking at beautiful buildings, pieces of art, etc. 50 When I’m at work 45 When I’m at the hairdresser 4470% N = 249 / F = No SPAIN Average cross studied countries0%

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 3 Spanish Yers has never N = 176 / F = If 1st momentexperienced an unforgettable 80%moment in their life! 53% of the 60%Millennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3unforgettable moments, chances become 0% 60% 9% 10% 3% 18% 2%high that they mention at least 1 moment ofanger or disgust. N = 132 / F = If 2nd moment 80% 60% 40% 18% 20% 12% 0% 39% 18% 11% 6% 22% 5% 29% N = 103 / F = If 3rd moment 80% 41% 60% 40% 20% No moments 1 moment 0% 2 moments 3 moments 38% 11% 10% 14% 20% 9% N = 249 / F = No Spain AVERAGE

// BRAND EMOTIONALITYQ: 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? 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. Nintendo iPhone T. Hilfiger 80% Sony Zara 80% Axe / Lynx Pepsi Coca-Cola L’Oreal Samsung Red Bull Zara Nintendo C. Allstars H&M 60% L’Oreal Nike 60% Apple A&F Doritos McDonald’s Dell 40% 40% Samsung iPhone Coca-Cola M&M’s Levi’s 20% McDonald’s Dove 20% HP C. Allstars 0% M&M’s Adidas 0% Pepsi Puma Nivea T. Hilfiger A&F Axe / Lynx Dove Diesel S. Ericsson Dell Apple Levi’s Red Bull Gilette HP Microsoft H&M Diesel Nike Nokia Doritos Mars Nokia Puma Nivea Microsoft S. Ericsson Gilette Sony Adidas Mars SPAIN AVERAGEN = 249 / F = No

// Hot takeawaysMore than 1 out of 2 Spanish Yers consider themselvesto be a happy person. The extent to which Spanish Yersfeel happy clearly differs from time to time. As a brandyou want to be in touch with the Millennials in the eveningbetween 22:00 and 24:00, preferably on a MidsummerSaturday. Their happiness is maximized when being on aholiday and when having sex, or when being challengedand having achieved something.

//RUSSIA

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 63 % of the Russian Y’rs considers themselves to be a happy person. Russia Average cross studied countriesN = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December Russia Average cross studied countriesN = 254 / F = No

// MAXIMIZE THEIR HAPPINESSQ: How happy are you in each of these situations and places?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. - 10 20 30 40 50 60 70 80 90 100 0 When I’m having sex 77 When I’m on holiday 75 When I’m with friends/family 74 When I’m at the beach / sea-side 73 When I’m challenged and succeed in achieving something 73 When I’m enjoying good music 70 When I’m in bed 70 When I’m enjoying good food/drink 67 When I’m in a natural environment (e.g. a forest) 66 When I’m shopping 61 When I’m in the mountains 58 When I’m home 58 When I’m looking at beautiful buildings, pieces of art, etc. 57 When I’m sporting 55 When I’ve learned to master a new skill 54 When I’m in a wellness centre 51 When I’m at the hairdresser 43N = 254 / F = No When I’m at work 37

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 3 Russian Yers has never 80% N = 175 / F = If 1st momentexperienced an unforgettable 60%moment in their life! 16% of theMillennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 70% 10% 6% 4% 8% 2%high that they mention at least 1 moment ofhappiness or sadness. N = 120 / F = If 2nd moment 80% 60% 40% 22% 20% 0% 52% 9% 11% 6% 20% 2% 16% 31% N = 79/ F = If 3rd moment 80% 31% 60% 40% 20% No moments 1 moment 0% 2 moments 3 moments 44% 18% 15% 6% 10% 6% N = 254 / F = No

// BRAND EMOTIONALITYQ: 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?Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked whenthinking of brands. Brands like Nokia which score high on other CRUSH values as well, can surprise youngsters and make them happy. Pepsi Pepsi Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell Zara 20% Puma Zara 20% Puma M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson Axe / Lynx Adidas Axe / Lynx Adidas C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple Samsung Doritos Samsung Doritos L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP Russia Average cross studied countriesN = 254 / F = No

// Hot takeawaysMore than 3 out of 5 Russian Yers consider themselvesto be a happy person. The extent to which Russian Yersfeel happy clearly differs from time to time. As a brandyou want to be in touch with the Millennials in the eveningbetween 18:00 and 24:00, preferably on a MidsummerSaturday. Their happiness is maximized when havingsex, being on a holiday and when meeting friends &family.

//ROMANIA

// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 258 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age 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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 59 % of the Romanian Y’rs considers themselves to be a happy person. Romania Average cross studied countriesN = 258 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December Romania Average cross studied countriesN = 258 / F = No

// MAXIMIZE THEIR HAPPINESSQ: How happy are you in each of these situations and places?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. - 10 20 30 40 50 60 70 80 90 100 0 When I’m on holiday 80 When I’m challenged and succeed in achieving something 79 When I’m having sex 78 When I’m with friends/family 77 When I’m enjoying good music 73 When I’m at the beach / sea-side 72 When I’ve learned to master a new skill 72 When I’m in the mountains 70 When I’m in a natural environment (e.g. a forest) 70 When I’m enjoying good food/drink 64 When I’m in bed 63 When I’m home 62 When I’m shopping 58 When I’m sporting 58 When I’m looking at beautiful buildings, pieces of art, etc. 56 When I’m in a wellness centre 46 When I’m at the hairdresser 41 When I’m at work 38N = 258 / F = No

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 3 Romanian Yers has 80% N = 168 / F = If 1st momentnever experienced an unforgettable 60%moment in their life! 13% of theMillennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 72% 5% 10% 1% 11% 2%high that they mention at least 1 moment ofhappiness or sadness. 80% N = 120 / F = If 2nd moment 60% 40% 20% 19% 0% 47% 12% 10% 5% 20% 6% 13% 35% N = 8/ F = If 3rd moment 80% 60% 34% 40% 20% No moments 1 moment 0% 2 moments 3 moments 27% 14% 20% 12% 16% 13% N = 258 / F = No

// BRAND EMOTIONALITYQ: 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? 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. Pepsi Pepsi Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell 20% Zara 20% Puma Zara Puma M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson Axe / Lynx Adidas Axe / Lynx Adidas C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple Samsung Doritos Samsung Doritos L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HPN = 258 / F = No

// Hot takeawaysAlmost 3 out of 5 Romanian Yers consider themselves tobe a happy person. The extent to which Romanian Yersfeel happy clearly differs from time to time. As a brandyou want to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a MidsummerSaturday. Their happiness is maximized when being on aholiday and when being challenged and having achievedsomething, or when having sex.

//POLAND

// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 253 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age 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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 61 % of the Polish Y’rs considers themselves to be a happy person. Poland Average cross studied countriesN = 253 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December Poland Average cross studied countriesN = 253 / F = No

// MAXIMIZE THEIR HAPPINESSQ: How happy are you in each of these situations and places?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. - 10 20 30 40 50 60 70 80 90 100 0 When I’m challenged and succeed in achieving something 81 When I’m having sex 78 When I’m on holiday 76 When I’ve learned to master a new skill 74 When I’m in bed 73 When I’m enjoying good music 73 When I’m with friends/family 72 When I’m at the beach / sea-side 67 When I’m enjoying good food/drink 65 When I’m in a natural environment (e.g. a forest) 62 When I’m in the mountains 60 When I’m home 60 When I’m sporting 57 When I’m shopping 50 When I’m looking at beautiful buildings, pieces of art, etc. 46 When I’m in a wellness centre 46 When I’m at the hairdresser 40N = 253 / F = No When I’m at work 38

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment? N = 162 / F = If 1st moment1 out of 3 Poland Yers has never 80%experienced an unforgettable 60%moment in their life! 23% of theMillennials has already experienced 3days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 57% 57% 7% 7% 9% 9% 5% 5% 20% 20% 3% 3%high that they mention at least 1 moment ofhappiness or sadness. 80% N = 97 / F = If 2nd moment 60% 40% 20% 26% 0% 53% 53% 7% 7% 17% 17% 7% 12% 4% 36% 15% N = 59/ F = If 3rd moment 80% 60% 23% 40% 20% 0% No moments 1 moment 2 moments 3 moments 29% 12% 20% 19% 11% 6% N = 253 / F = No

// BRAND EMOTIONALITYQ: 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?Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked whenthinking of brands. Brands like Apple which score high on other CRUSH values as well, can surprise youngsters and make them happy. Pepsi Pepsi Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell Zara 20% Puma 20% Zara Puma M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson Axe / Lynx Adidas Axe / Lynx Adidas C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple Samsung Doritos Samsung Doritos L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP Poland Average cross studied countriesN = 253 / F = No

// Hot takeawaysMore than 6 out of 10 Polish Yers consider themselves tobe a happy person. The extent to which Polish Gen Yersfeel happy clearly differs from time to time. As a brandyou want to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a MidsummerSaturday. Their happiness is maximized when beingchallenged and having achieved something, when havingsex, or when on a holiday.

//ITALY

// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 252 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age 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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 54 % of the Italian Y’rs considers themselves to be a happy person. Italy Average cross studied countriesN = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 Monday Wednesday Tuesday Thursday November Friday April October August June Sunday January September Saturday March December February July 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 May 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 ITALY AVERAGEN = 252 / F = No

// MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? 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.. -0 10 20 30 40 50 60 70 80 90 100 When I’m having sex 76 When I’m challenged and succeed in achieving something 75 When I’m on holiday 75 When I’m with friends/family 66 When I’m enjoying good music 66 When I’m enjoying good food/drink 65 When I’ve learned to master a new skill 64 When I’m at the beach / sea-side 63 When I’m in bed 62 When I’m in a natural environment (e.g. a forest) 59 When I’m shopping 58 When I’m sporting 53 When I’m home 52 When I’m in a wellness centre 51 When I’m in the mountains 51 When I’m looking at beautiful buildings, pieces of art, etc. 50 When I’m at work 41 When I’m at the hairdresser 3970% N = 252 / F = No ITALY Average cross studied countries0%

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment? N = 171 / F = If 1st moment1 out of 3 Italian Yers has never 80%experienced an unforgettable 60%moment in their life! 52% of theMillennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances 66% 16% 6% 4% 7% 1%decrease that this were feelings ofhappiness. N = 131 / F = If 2nd moment 80% 60% 40% 16% 20% 16% 0% 40% 18% 13% 8% 18% 3% 32% N = 91 / F = If 3rd moment 80% 36% 60% 40% 20% No moments 1 moment 0% 2 moments 3 moments 30% 15% 21% 11% 18% 6% N = 252 / F = No Italy AVERAGE

// BRAND EMOTIONALITYQ: 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? 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. Nintendo Doritos Axe / Lynx Coca-Cola Red Bull Apple Red Bull 80% Nokia L’Oreal 80% Microsoft Dell Levi’s McDonald’s iPhone Doritos 60% Adidas Coca-Cola 60% Axe / Lynx McDonald’s M&M’s Diesel Dell 40% 40% Puma Sony Mars Puma S. Ericsson 20% Mars M&M’s 20% HP Gilette 0% HP Levi’s 0% Samsung Apple L’Oreal C. Allstars A&F iPhone Pepsi Dove Nike C. Allstars H&M S. Ericsson Sony Microsoft Zara T. Hilfiger Gilette T. Hilfiger Nike H&M Pepsi Diesel Samsung Nintendo Nokia Dove A&F Adidas Zara Nivea Nivea ITALY AVERAGEN = 252 / F = No

// Hot takeawaysMore than half of Italian Yers consider themselves to be ahappy person. The extent to which Italian Yers feel happyclearly differs from time to time. As a brand you want tobe in touch with the Millennials in the evening between20:00 and 22:00, preferably on an august Saturday. Theirhappiness is maximized when having sex, beingchallenged and having achieved something, or when ona holiday.

//INDIA

// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 249 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age 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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 68 % of the Indian Y’rs considers themselves to be a happy person. India Average cross studied countriesN = 249 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December India Average cross studied countriesN = 249 / F = No

// MAXIMIZE THEIR HAPPINESSQ: How happy are you in each of these situations and places?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. - 10 20 30 40 50 60 70 80 90 100 0 When I’m challenged and succeed in achieving something 73 When I’m with friends/family 72 When I’m enjoying good music 72 When I’m on holiday 71 When I’m at the beach / sea-side 70 When I’ve learned to master a new skill 68 When I’m in a natural environment (e.g. a forest) 67 When I’m enjoying good food/drink 65 When I’m in bed 65 When I’m in the mountains 64 When I’m having sex 63 When I’m looking at beautiful buildings, pieces of art, etc. 63 When I’m shopping 63 When I’m home 61 When I’m sporting 60 When I’m at work 56 When I’m in a wellness centre 51 When I’m at the hairdresser 50N = 249 / F = No

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?More than 1 out of 3 Indian Yers N = 153 / F = If 1st moment 80%has never experienced an 60%unforgettable moment in their life!7% of the Millennials has already 40%experienced 2 days they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 59% 12% 9% 3% 14% 3%high that they mention at least 1 moment ofhappiness or sadness. N = 125 / F = If 2nd moment 80% 60% 40% 20% 11% 7% 0% 33% 28% 13% 6% 18% 3% 38% N = 108/ F = If 3rd moment 80% 44% 60% 40% 20% 0% No moments 1 moment 2 moments 3 moments 22% 22% 20% 8% 24% 7% N = 249 / F = No

// BRAND EMOTIONALITYQ: 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?Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked whenthinking of brands. Brands like Apple which score high on other CRUSH values as well, can surprise youngsters and make them happy. Pepsi Pepsi Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell 20% Zara 20% Puma Zara Puma M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson Axe / Lynx Adidas Axe / Lynx Adidas C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple Samsung Doritos Samsung Doritos L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP India Average cross studied countriesN =153/ F = No

// Hot takeawaysAlmost 7 out of 10 Indian Yers consider themselves to bea happy person. The extent to which Indian Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a Midsummer(November-February) Saturday or Sunday. Theirhappiness is maximized when being challenged andhaving achieved something, when with friends/family orwhen enjoying good music.

//GERMANY

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 55 % of the German Y’rs considers themselves to be a happy person. Germany Average cross studied countriesN = 256 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 Monday Wednesday Tuesday Thursday November Friday April October August June Sunday January September Saturday March December February July 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 May 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 GERMANY AVERAGEN = 256 / F = No

// MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? 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! -0 10 20 30 40 50 60 70 80 90 100 When I’m on holiday 74 When I’m having sex 73 When I’m at the beach / sea-side 71 When I’m with friends/family 69 When I’m enjoying good music 68 When I’m challenged and succeed in achieving something 67 When I’m enjoying good food/drink 66 When I’ve learned to master a new skill 64 When I’m in bed 63 When I’m home 56 When I’m in a natural environment (e.g. a forest) 54 When I’m sporting 53 When I’m in a wellness centre 53 When I’m shopping 50 When I’m looking at beautiful buildings, pieces of art, etc. 44 When I’m in the mountains 42 When I’m at the hairdresser 39 When I’m at work 3870% N = 251 / F = No GERMANY Average cross studied countries0%

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment? N = 178 / F = If 1st moment1 out of 3 German Yers has never 80%experienced an unforgettable 60%moment in their life! 41% of the 40%Millennials has already experienced 2 daysthey’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 56% 11% 7% 5% 21% 1%high that they mention at least 1 moment ofsadness or anger. N = 103 / F = If 2nd moment 80% 60% 40% 20% 29% 0% 43% 17% 17% 4% 18% 3% 30% 12% N = 73 / F = If 3rd moment 80% 60% 29% 40% 20% 0% No moments 1 moment 36% 8% 14% 14% 25% 4% 2 moments 3 moments N = 256 / F = No Germany AVERAGE

// BRAND EMOTIONALITYQ: 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? Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked whenthinking 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. Nivea Axe / Lynx McDonald’s Nintendo Nokia HP 80% Dove C. Allstars C. Allstars 80% Zara Diesel Nike Dove Microsoft Microsoft 60% Nintendo Nike 60% HP Doritos M&M’s L’Oreal Dell 40% 40% iPhone H&M Coca-Cola Doritos 20% Puma 20% Gilette Dell Coca-Cola Red Bull 0% Sony Nivea 0% iPhone Samsung Apple Nokia Sony S. Ericsson Mars Red Bull Mars T. Hilfiger Adidas Samsung M&M’s Zara A&F Levi’s T. Hilfiger Axe / Lynx Puma Adidas A&F Gilette Levi’s Pepsi Apple Pepsi McDonald’s H&M S. Ericsson L’Oreal Diesel GERMANY AVERAGEN = 256 / F = No

// Hot takeawaysHalf of the German Yers consider themselves to be ahappy person. The extent to which german Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a MidsummerSaturday. Their happiness is maximized when being on aholiday and when having sex, or when being surroundedby friends and family.

//FRANCE

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 54 % of the French Y’rs considers themselves to be a happy person. France Average cross studied countriesN = 251 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 Monday Wednesday Tuesday Thursday November Friday April October August June Sunday January September Saturday March December February July 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 May 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 FRANCE AVERAGEN = 251 / F = No

// MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? 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...! -0 10 20 30 40 50 60 70 80 90 100 When I’m on holiday 78 When I’m with friends/family 76 When I’m having sex 76 When I’m enjoying good music 72 When I’m in bed 70 When I’m enjoying good food/drink 69 When I’m at the beach / sea-side 68 When I’ve learned to master a new skill 65 When I’m home 64 When I’m in a natural environment (e.g. a forest) 60 When I’m challenged and succeed in achieving something 58 When I’m in a wellness centre 58 When I’m shopping 56 When I’m in the mountains 56 When I’m sporting 53 When I’m looking at beautiful buildings, pieces of art, etc. 47 When I’m at the hairdresser 46 When I’m at work 4270% N = 251 / F = No FRANCE Average cross studied countries0%

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?2 out of 5 French Yers has never N = 150 / F = If 1st moment 80%experienced an unforgettablemoment in their life! 42% of the 60%Millennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 56% 9% 9% 3% 22% 1%high that they mention at least 1 moment offear or disgust. N = 106 / F = If 2nd moment 80% 60% 40% 20% 18% 0% 40% 43% 12% 12% 7% 19% 8% 16% N = 65 / F = If 3rd moment 80% 60% 26% 40% 20% 0% No moments 1 moment 2 moments 3 moments 28% 15% 17% 8% 22% 11% N = 251 / F = No France AVERAGE

// BRAND EMOTIONALITYQ: 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? 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. Coca-Cola iPhone Red Bull 80% M&M’s M&M’s 80% Axe / Lynx Doritos Zara Pepsi Apple Dell Dove McDonald’s T. Hilfiger Axe / Lynx 60% Nintendo Dove 60% Red Bull HP Levi’s Adidas Dell 40% 40% Gilette Sony Levi’s Nivea Pepsi 20% Samsung Coca-Cola 20% HP Puma 0% Apple Nike 0% Nintendo T. Hilfiger H&M Doritos Gilette Nokia Nivea H&M Diesel Nike S. Ericsson L’Oreal Sony Diesel L’Oreal A&F Microsoft Adidas McDonald’s Zara Mars A&F Microsoft S. Ericsson Samsung Mars iPhone Puma C. Allstars C. Allstars Nokia FRANCE AVERAGEN = 251 / F = No

// Hot takeawaysHalf of the French Yers consider themselves to be ahappy person. The extent to which French Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a MidsummerSaturday. Their happiness is maximized when being on aholiday and when having sex, or when being surroundedby friends and family

//DENMARK

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 54 % of the Danish Y’rs considers themselves to be a happy person. Belgium Average cross studied countriesN = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 Monday Wednesday Tuesday Thursday November Friday April October August June Sunday January September Saturday March December February July 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 May 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 DENMARK AVERAGEN = 262 / F = No

// MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? happiness is maximized when being on a holiday and when being challenged and succeed in achieving Gen Yers’ 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. -0 10 20 30 40 50 60 70 80 90 100 When I’m on holiday 70 When I’m with friends/family 69 When I’m challenged and succeed in achieving something 67 When I’m having sex 65 When I’ve learned to master a new skill 62 When I’m enjoying good music 62 When I’m enjoying good food/drink 61 When I’m in bed 59 When I’m at the beach / sea-side 57 When I’m home 56 When I’m sporting 53 When I’m in a natural environment (e.g. a forest) 52 When I’m in a wellness centre 45 When I’m at work 43 When I’m in the mountains 43 When I’m looking at beautiful buildings, pieces of art, etc. 41 When I’m shopping 39 When I’m at the hairdresser 3770% N = 262 / F = No DENMARK Average cross studied countries0%

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 3 Danish Yers has never N = 177 / F = If 1st moment 80%experienced an unforgettable 60%moment in their life! 40% of theMillennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances 56% 7% 11% 5% 18% 3%decrease that this were moments ofhappiness. N = 114 / F = If 2nd moment 80% 60% 40% 24% 20% 0% 41% 12% 18% 5% 20% 3% 32% 14% N = 77 / F = If 3rd moment 30% No moments 1 moment 2 moments 3 moments 33% 12% 16% 16% 18% 5% N = 262 / F = No Denmark AVERAGE

// BRAND EMOTIONALITYQ: 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? 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. C. Allstars Nivea Dell M&M’s McDonald’s S. Ericsson Axe / Lynx 80% Samsung Axe / Lynx 80% HP HP iPhone Pepsi Diesel McDonald’s 60% T. Hilfiger Mars 60% Samsung Red Bull Nike Doritos Puma 40% 40% Adidas Coca-Cola Dell Apple Puma 20% H&M Gilette 20% Microsoft S. Ericsson 0% Microsoft Dove 0% Levi’s Nintendo A&F A&F Sony Nokia Levi’s Coca-Cola Zara Nivea Doritos T. Hilfiger H&M Mars Sony C. Allstars L’Oreal Zara L’Oreal Red Bull iPhone Dove Apple M&M’s Nokia Diesel Pepsi Nike Nintendo Gilette Adidas DENMARK AVERAGEN = 262 / F = No

// Hot takeawaysHalf of the Danish Yers consider themselves to be ahappy person. The extent to which Danish Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 18:00 and 22:00, preferably on a Saturday inJuly. Their happiness is maximized when being on aholiday, when being surrounded by friends and family orwhen being challenged and having achieved something

//CHINA

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 66 % of the Chinese Y’rs considers themselves to be a happy person. China Average cross studied countriesN = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. 100 Day Week Year 90 80 70 60 50 40 30 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December China Average cross studied countriesN = 261 / F = No

// MAXIMIZE THEIR HAPPINESSQ: How happy are you in each of these situations and places?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. - 10 20 30 40 50 60 70 80 90 100 0 When I’m challenged and succeed in achieving something 76 When I’m on holiday 72 When I’ve learned to master a new skill 72 When I’m with friends/family 70 When I’m enjoying good food/drink 70 When I’m in a natural environment (e.g. a forest) 70 When I’m at the beach / sea-side 69 When I’m enjoying good music 69 When I’m having sex 68 When I’m in bed 68 When I’m home 65 When I’m looking at beautiful buildings, pieces of art, etc. 63 When I’m shopping 62 When I’m in the mountains 62 When I’m sporting 57 When I’m in a wellness centre 49 When I’m at work 48 When I’m at the hairdresser 47N = 261 / F = No

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 4 Chinese Yers has never N = 196 / F = If 1st moment 80%experienced an unforgettable 60%moment in their life! 40% of theMillennials has already experienced 3 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 57% 8% 11% 4% 18% 2%high that they mention at least 1 moment ofhappiness or sadness. N = 133 / F = If 2nd moment 80% 60% 40% 20% 24% 0% 12% 38% 12% 11% 11% 26% 2% 25% N = 104/ F = If 3rd moment 80% 40% 60% 40% 20% No moments 1 moment 0% 2 moments 3 moments 28% 10% 15% 15% 26% 6% N = 261 / F = No

// BRAND EMOTIONALITYQ: 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?Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked whenthinking 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. Pepsi Pepsi Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell 20% Zara 20% Puma Zara Puma M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson Axe / Lynx Adidas Axe / Lynx Adidas C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple Samsung Doritos Samsung Doritos L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP China Average cross studied countriesN = 261 / F = No

// Hot takeaways66% of the Chinese Yers consider themselves to be ahappy person. The extent to which Chinese Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 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 newskill.

//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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 69 % of the Brazilian Y’rs considers themselves to be a happy person. Brazil Average cross studied countriesN = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December Brazil Average cross studied countriesN = 254 / F = No

// MAXIMIZE THEIR HAPPINESSQ: How happy are you in each of these situations and places?Brazilian Yers are in general happier than their fellow Gen Yers. Their happiness is maximized when on a holiday and whenchallenged. 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. - 10 20 30 40 50 60 70 80 90 100 0 When I’m on holiday 83 When I’m challenged and succeed in achieving something 80 When I’m with friends/family 79 When I’m having sex 78 When I’ve learned to master a new skill 78 When I’m enjoying good music 78 When I’m enjoying good food/drink 76 When I’m in bed 73 21% 18% 14%24% 18% 16% 14% 12% 10% 8% 6% 5% When I’m at the beach / sea-side 73 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) When I’m shopping 68 When I’m in a natural environment (e.g. a forest) 67 When I’m home 65 When I’m sporting 62 When I’m in the mountains 61 When I’m in a wellness centre 55 When I’m looking at beautiful buildings, pieces of art, etc. 53 When I’m at the hairdresser 52 Brazil Average cross studied countries When I’m at work 52 N = 254 / F = No

// I WILL NEVER FORGET THE DAY… (1/2)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 4 Brazilian Yers has never 80% N = 197 / F = If 1st momentexperienced an unforgettable 60%moment in their life! 17% of theMillennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 75% 6% 8% 2% 8% 2%high that they mention at least 1 moment ofhappiness or sadness. N = 157 / F = If 2nd moment 80% 60% 40% 20% 17% 16% 0% 45% 14% 12% 5% 20% 4% N = 114/ F = If 3rd moment 22% 80% 45% 60% 40% 20% No moments 1 moment 0% 2 moments 3 moments 37% 13% 22% 5% 17% 6% N = 254 / F = No

// BRAND EMOTIONALITYQ: 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? 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. Pepsi Pepsi Gilette McDonald’s Gilette Nivea 80% McDonald’s A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull 60% Nintendo 60% T. Hilfiger Nintendo T. Hilfiger Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell 20% Zara 20% Puma Zara Puma M&M’s S. Ericsson M&M’s 0% S. Ericsson 0% Axe / Lynx Adidas Axe / Lynx Adidas C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple Samsung Doritos Samsung Doritos L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP Brazil Average cross studied countriesN = 254 / F = No

// Hot takeaways7 out of 10 Brazilian Yers consider themselves to be ahappy person. The extent to which Brazilian Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a MidsummerSaturday. Their happiness is maximized when being on aholiday, when they feel challenged or when beingsurrounded by friends and family. Unforgettable momentsare above all linked to feelings of happiness.

//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%

// HAPPY PEOPLEQ: I consider myself to be a happy person. 100% 75% 50% 25% 54 % of the Belgian Y’rs considers themselves to be a happy person. Belgium Average cross studied countriesN = 261 / F = No / / % represent the amount of people that (completely) agrees with this statement

// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: 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 aboutyour happiness throughout a week. Q: And how happy are you in each of these months? 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. Day Week Year 100 90 80 70 60 50 40 30 20 April Thursday August February March Saturday Wednesday Tuesday September June Friday October Sunday Monday 06:00 – 08:00 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 January May 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 December November July Belgium Average cross studied countriesN = 261 / F = No

// MAXIMIZE THEIR HAPPINESSQ: How happy are you in each of these situations and places?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! -0 10 20 30 40 50 60 70 80 90 100 When I’m on holiday 74 When I’m having sex 74 When I’m w ith friends/family 71 When I’m enjoying good music 70 When I’ve learned to master a new skill 68 When I’m in bed 67 When I’m enjoying good food/drink 65 When I’m challenged and succeed in achieving something 64 When I’m at the beach / sea-side 64 When I’m home 62 When I’m in a natural environment (e.g. a forest) 60 When I’m in a w ellness centre 58 When I’m sporting 57 When I’m shopping 54 When I’m in the mountains 52 When I’m looking at beautiful buildings, pieces of art, etc. 47 When I’m at w ork 43 Belgium Average cross studied countries When I’m at the hairdresser 41N = 261 / F = No

// I WILL NEVER FORGET THE DAY… (1/3)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment?1 out of 3 Belgian Yers has never N = 172 / F = If 1st moment 80%experienced an unforgettablemoment in their life! 40% of the 60%Millennials has already experienced 2 days 40%they’ll never forget. 20%I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0%unforgettable moments, chances become 50% 8% 8% 2% 28% 4%high that they mention at least 1 moment ofsadness or disgust. N = 103 / F = If 2nd moment 80% 60% 40% 20% 27% 0% 48% 14% 11% 4% 21% 2% 34% 13% N = 70 / F = If 3rd moment 80% 60% 27% 40% 20% No moments 1 moment 0% 2 moments 3 moments 30% 15% 7% 8% 33% 7% N = 261 / F = No Belgium Average cross studied countries

// I WILL NEVER FORGET THE DAY… (2/3)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 3moments. Could you also indicate what kind of emotion that lays underneath that moment? Extreme experience (e.g. When I was Skydiving, mount climbing) duped by my Graduated partner Meeting the love of my life Becoming a Surprise sport champion Dead of a person N = 40 close to me Happiness Anger My first kiss N = 156 N = 13 Got my driving license When I got in a fight Fear Disgust N = 30 N = 14 New school Discovered I had no Sadness real friends when I N = 93 needed them the most Moved Encountered aggression Was diagnosed Being dumped Parents got with a serious by my boy/girl divorced illness friendN represents the number of moments mentioned across respondentsBased 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.

// BRAND EMOTIONALITYQ: 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? 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. Coca-Cola Apple Pepsi Microsoft McDonald’s iPhone Dell 80% Nokia L’Oreal 80% H&M T. Hilfiger L’Oreal Adidas Nintendo Puma 60% Nintendo C. Allstars 60% Dell Diesel Sony A&F M&M’s 40% 40% Nike Samsung Gilette Red Bull 20% Mars 20% Nivea iPhone Levi’s S. Ericsson 0% M&M’s Puma 0% Zara Red Bull Nivea Coca-Cola HP McDonald’s Doritos Levi’s Samsung A&F Mars Microsoft S. Ericsson Zara C. Allstars Diesel Dove Axe / Lynx Apple Doritos Sony HP Gilette Nokia Axe / Lynx Dove H&M T. Hilfiger Nike Adidas Pepsi Belgium Average cross studied countriesN = 261 / F = No

// Hot takeawaysHalf of the Belgian Yers consider themselves to be ahappy person. The extent to which Belgian Yers feelhappy clearly differs from time to time. As a brand youwant to be in touch with the Millennials in the eveningbetween 20:00 and 22:00, preferably on a MidsummerSaturday. Their happiness is maximized when being on aholiday and when having sex, or when being surroundedby friends and family.

Next to these country-specificreports, we also created pressreleases for(click the country icon to read the country-specific pressrelease)-  United States-  United Kingdom-  Belgium NL FR-  The Netherlands//GLOBAL

// How Cool Brands Stay HotThe book is about connecting with a new generation (Generation Y) which willdetermine how society and the consumer markets will evolve in the next 3decades. The book is based on 5 years of intense new market research andinsights and case studies of MTV teams from all over the world, and offersinsights in the psychology and behaviour of “the Millennials” as consumers. Thebook describes the five main characteristics of successful youth brands and willhelp companies get in touch with this new generation of consumers byunderstanding their preferences and dislikes. The book is interspersed with casestudies and interviews with global marketing executives at international brandssuch as H&M, Coca-Cola, Levi’s, Nike, Nokia and Jack & Jones. It presentscreative ideas to its readers about how to position, develop and promote brandsand how to make them relevant for Generation Y. More info and updates on:http://www.howcoolbrandsstayhot.comThe book has just won the ‘Marketing Book of The Year 2011’ award. Aprofessional and international jury nominated it as one of the 10 best books of2011. Afterwards 2,153 marketers from 85 countries voted ‘How Cool BrandsStay Hot’ as best marketing book of the past year. More info on this award on:http://www.marketingbookoftheyear.org

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

by Joeri Van den Bergh

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