@Joeri_InSites
// COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY STUDY in 16 COUNTRIES WORLDWIDE 4.056 consumers (15 – 25 y.o.), repres...
IN THIS INTERNATIONAL STUDY WE’VEFOCUSSED ON HAPPINESSIn this report you’ll find out everything youneed to know about what...
THIS REPORT SHARES THE DETAILED RESULTSFOR-    United States     -    Italy-    United Kingdom    -    India-    The Nethe...
//GLOBAL
Gen Y, a.k.a. the millennial generation, boys andgirls between 15-30, is increasingly entering thejob market. Since they a...
// Hot takeawaysThe majority of Yers in the world are feeling happy.Around the globe at least more than half of Millennial...
//UNITEDSTATES
// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community   ...
// HAPPY PEOPLEQ: I consider myself to be a happy person.                100%                    75%                      ...
// WHEN SHOULD YOU ENCOUNTER A MILLENNIALQ: Throughout a day, a week, a year, people’s feeling of happiness can vary. Firs...
// MAXIMIZE THEIR HAPPINESS      Q: How happy are you in each of these situations and places?             happiness is max...
// I WILL NEVER FORGET THE DAY… (1/2)Q: Throughout our life we experience moments we will never forget because they arouse...
// I WILL NEVER FORGET THE DAY… (2/2)Q: Throughout our life we experience moments we will never forget because they arouse...
// BRAND EMOTIONALITYQ: Below you find a list of brands / products. Could you please indicate which of the following emoti...
// Hot takeaways57% of American Yers consider themselves to be ahappy person. The extent to which American Yers feelhappy ...
//UNITEDKINGDOM
// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community   ...
// HAPPY PEOPLEQ: I consider myself to be a happy person.                100%                    75%                      ...
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL       Q: Throughout a day, a week, a year, people’s feeling of happiness can var...
// MAXIMIZE THEIR HAPPINESS                      Q: How happy are you in each of these situations and places?             ...
// I WILL NEVER FORGET THE DAY… (1/2)Q: Throughout our life we experience moments we will never forget because they arouse...
// I WILL NEVER FORGET THE DAY… (2/2)Q: Throughout our life we experience moments we will never forget because they arouse...
// BRAND EMOTIONALITY       Q: Below you find a list of brands / products. Could you please indicate which of the followin...
// Hot takeawaysHalf of the UK Yers consider themselves to be a happyperson. The extent to which UK Yers feel happy clearl...
//THENETHERLANDS
// BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community   ...
// HAPPY PEOPLEQ: I consider myself to be a happy person.                100%                     75%                     ...
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL       Q: Throughout a day, a week, a year, people’s feeling of happiness can var...
// MAXIMIZE THEIR HAPPINESS           Q: How happy are you in each of these situations and places?    Gen Yers’ happiness ...
// I WILL NEVER FORGET THE DAY… (1/2)Q: Throughout our life we experience moments we will never forget because they arouse...
// I WILL NEVER FORGET THE DAY… (2/2)Q: Throughout our life we experience moments we will never forget because they arouse...
// BRAND EMOTIONALITY       Q: Below you find a list of brands / products. Could you please indicate which of the followin...
// Hot takeaways2 out of 3 of the Dutch Yers consider themselves to be ahappy person. The extent to which Dutch Yers feel ...
//SWEDEN
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
Don't worry be happy (results from an international youth study by InSites Consulting)
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Don't worry be happy (results from an international youth study by InSites Consulting)

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In this international youth study by InSites Consulting you'll find out everything you need to know about what Happiness means for Generation Y. The report shares detailed results for US, UK, the Netherlands, Sweden, Spain, Russia, Romania, Poland, Italy, India, Germany, France, Denmark, China, Brazil and Belgium.

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

  1. 1. @Joeri_InSites
  2. 2. // 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.
  3. 3. 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!
  4. 4. 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
  5. 5. //GLOBAL
  6. 6. 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.
  7. 7. // 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.
  8. 8. //UNITEDSTATES
  9. 9. // 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%
  10. 10. // 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
  11. 11. // 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
  12. 12. // 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%
  13. 13. // 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
  14. 14. // 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.
  15. 15. // 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
  16. 16. // 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!
  17. 17. //UNITEDKINGDOM
  18. 18. // 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%
  19. 19. // 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
  20. 20. // 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
  21. 21. // 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
  22. 22. // 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
  23. 23. // 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.
  24. 24. // 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
  25. 25. // 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.
  26. 26. //THENETHERLANDS
  27. 27. // 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%
  28. 28. // 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
  29. 29. // 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
  30. 30. // 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
  31. 31. // 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
  32. 32. // 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.
  33. 33. // 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
  34. 34. // 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.
  35. 35. //SWEDEN
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