Generation Y around the World: global youth research by InSites Consulting

Generation Y around the world Results of our new global youth studyJoeri Van den Bergh Follow @joeri_insites on TwitterPieter De Vuyst http://www.howcoolbrandsstayhot.com

// OUR COOL COUNTRIESSTUDY in 16 COUNTRIES WORLDWIDE4.056 consumers (15 – 25 y.o.), representative total country population (region, gender, age).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.

IN OUR INTERNATIONAL STUDY WE’VEFOCUSSED ON 6 DIFFERENT TOPICSIn this report you‟ll find out everything youneed to know about Generation Y’s view onthe future, work and life.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 DETAILEDRESULTS FOR(click the country icon to read the country-specific press release)- United States- United Kingdom- Belgium NL FR- The NetherlandsInterested in the results of Brazil, China,Denmark, France, Germany, India, Italy,Poland, Romania, Russia, Sweden or Spain?Contact us via Anke.Moerdyck@InSites-Consulting.com

//GLOBAL

Gen Y, a.k.a. the millennial generation, boys and girlsbetween 15-30, is increasingly entering the job market.Since they are globally a bigger cohort than theirpredecessors (Gen X), their influence on society, politicsand business the next decades will be higher andcomparable to the influential Babyboomer generation.But this new active generation feels that they are nottaken serious at this point. Not only by politicians and thegovernment but also by corporations and brands.

// HOT TAKEAWAYSGen Y is the internet generation. Online surfing is the number oneactivity during leisure time (especially in China and India).Millennials look for social proximity as well though (like hanging outwith friends) and feel respected by the people surrounding them(partner, parents, friends).Russian, Chinese and Indian Yers feel they get enough attentionfrom brands (approx. 1/2). European Yers are less convinced.Regardless of the country, brands should create an own style andevoke happiness. For some countries (Romania, USA, China),authenticity is key, so is brand asset. Only a minority of Gen Yersacross the globe feel respected by the job market. Moreover theeconomic crisis is worrying a lot of Millennials.

//UNITEDSTATES

//Gen Yers IN THEIR LEISURE TIMEQ: During your leisure time, which of these activities do you like the most?Leisure time = „me’- time!1 out of 3 likes surfing on the internet most in their leisure time. Hanging out with friends is just as popular. Listening to music is a strong third. 0% 10% 20% 30% 40% 50% 60% 70% Surfing on the internet 33% Hanging out with friends 33% Listening to music 29% Watching television 26% Gaming (computer / console) 25% Having sex 18% Reading (books, newspapers...) 18% Shopping 16% Sporting / Exercising 16% Hanging out, doing nothing 13% Going to the cinema 10% Checking my social networks 9% Cooking 8% Chatting / telephoning 7% USA Average cross studied countries Going out (bar, disco...) 7%N = 251 / F = No

//Gen Yers IN THE FUTUREQ: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous...15% of American youngsters want to become a musician/artist. Being a company leader (10%) comes in second, which is remarkable in thecurrent economical climate, but a lot less compared to other countries. American Y‟ers do not want to become a TV-personality as such. 0% 5% 10% 15% …musician / artist 15% ...company leader 10% ...scientist 10% …writer / author 10% …actor/actress 9% ...model 9% ...kitchen chef 6% ...designer 5% …sport(wo)man 4% ...pop idol 3% …politician 3% …movie director 2% …comedian ...media figure USA Average cross studied countries …TV presenterN = 261 / F = No 251

// DNA OF BRANDSQ: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to?In their identity search, Gen Yers especially look for brands that are up-to-date (37%) and have an own style (33%).To achieve this, brands have to be real / authentic (32%) and unique (32%). 0% 10% 20% 30% 40% 50% 60% Up-to-date 36% Own style 33% Real / authentic 32% Unique 32% Clean reputation 30% Makes me feel happy 30% I can identify myself with 27% Fun 27% Cool 26% Clear and simple 23% Trendy 18% Takes into account health 15% Ecologically engaged 14% ...is luxurious and glamorous 13% USA Average cross studied countriesN = 251 / F = No

// GEN Yers IN THE SPOTLIGHTSQ: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world!Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don‟t get theattention they deserve from brands. Pay attention, these are the consumers of the future!Dear politicians, be aware of the youngsters revolt! NO YES 7% 75% NO YES Your partner 6% 74% Your mom NO 5% 67% YES Your family 4% 85% NO 9% 5% YES 67% 80% Your friends 4% 85% 6% 80% 15% 5% 63% 80% Your dad 4% 6% 85% 78% NO YES Rest 6% 80% 13% 5% 9% 53% 80% 75% Your colleagues / classmates 6% 78% NO YES Rest BOT 2 7% 70% 6% 80% 13% 9% 50% 75% Your boss / teacher 6% 13% 78% 56% Rest BOT 2 - No influence at all 1 4% 85% 7% 70% 21% 5%9% 19% 32% 75% 80% 43% Brands 13% 56% BOT 2 1 - No2influence at all 4% 85% 6%7% 21% 70% 80% 39% 5% 23% 19% 80% 31% 43% Your neighbours 13%6% 30% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% 6% 80% The job market 33% 19% 9%43% 27% 43% 75%24% 6% 30% 78% 31% Rest BOT2 2 average / 2 / 2 average 21% 55% 7% 19% 39% 70% The government 9% 39% 43% 75% 19% 24% 30% 13% 31% 56% BOT 2 1 - No influence at average / 2 average / 2 all 4 7% 55% 70% 19% Politicians 48%43% 19% 17%24% 43% 13% 56% – Definitely not 1 - No influence at all 2 3 - Neutral 4 – Definitely of influence 55% 21% 5 5 - A lot 19% 39%N = 251 / F = No 19% 43%*N > 50 / F = if applicable 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

// THE INFLUENCE OF Gen YersQ: We would like you to estimate the influence you have on your parents for each of the following aspects.Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when itcomes to adopting technologies (51%) and buying products/services (41%). Yers have limited influence on their parent‟s clothing style (21%) andpolitical choices (18%) in the US. NO INFLUENCE INFLUENCE 17% 51% Adopting technologies Buying products/services NO 25% 41% YES Tv / movies NO33% 36% YES 4% 85% NO YES 31% 33% Visting shops 5% 80% 4% 85% 34% 6% 31% 80% Holiday destinations 5% 80% 4% 6% 85% 78% NO YES Rest 31% 30% Visiting bars, restaurants, museums, etc. 6% 80% 5% 9% 80% 75% 6% 78% NO YES Rest BOT 2 34% 7% 28% 70% Environmental behaviour 6% 80% 9% 75% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 44% 7% 26% 70% Music choice 5%9% 19% 75% 80% 43% 4% 13% 85% 56% BOT 2 brands- No2influence at all Preference 1 37% 21% 26% 39% 6%7% 70% 80% 5% 19% 80% 43% 37% 13% 6% 30% 26% 56% 78% 31% Rest1 - cities 2 VisitingNo influence at all average / 2 21% 39% 6% 80% 19% 9%43% 43% 75%24% 6% 45% 30% 78% 21% 31% Rest Clothing style BOT2 2 average / 2 / 2 average 21% 55% 7% 19% 39% 70% 9% 43% 75% 24% 30% 52% 13% 31% 18% 56% BOT 2 Political choices average / 2 1 - No influence at all 4 average / 2 55% 19% 7% 70% 43% 19% 24% 43% 13% 56% 1 - No influence at all 2 3 - Neutral 4 5 - A lot of influence 55% 21% 19% 39% 19% 43%N = 251 / F = No 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

NEVER EVER// Gen Yers ON THE JOB MARKETQ: Below you can find a list of sectors. We would like to know which are the best sectors in the world to work in. Could you please indicate the sectors you would definitely like to work in?And which sectors would you never want to work in? NEVER 2% 27% EVER 2% 24% NEVERYoung people are attracted to technology intensive companies. Their favourite sectors 6% EVER 6% are „Pharmaceutics / healthcare‟ (27%) and 21% 20% „Computerand ICT‟ (24%). The „Travel & entertainment sector‟ is also very popular. 14% 3% 15% 18% 2% 10% 27% 12% NEVER EVER 2% 5% 24% 10% 6% 6% 21% 10% 2% 6% 8% 27% 20% 10% 2% 3% 2% 24% 15% 7% 6% 14% 5% 21% 18% 7% 6% 10% 11% 20% 12% 9% Pharmaceutical sector / healthcare sector 3% 3% 5% 16% 15% 27% 10% 10% 14% 6% 5% 18% 10% 6% Computer and ICT sector (software and hardware) 10% 6% 8% 15% 12% 24% 10% 8% 5% 2% 15% 10% 7% 5% Travel & entertainment 2% 5% 20% 24% 7% 3% 6% 10% 8% 3% 11% 21% 10% 18% 9% 3% Media, publishing and broadcasting sector 16% 27% 10% 4% 2% 7% The government 5% 16% 5% 18% 7% 16% 6% 0% 11% 15% 47% 9% 8% 4% Fashion 16% 12% 15% 10% 16% 5% 5% 20% 6% 3% Food & beverages 4%21% 14% 3% 15% 8% Financial services, banks and insurances 15% 6%27% 5% 11%4% 20% 18% 3% 0% Defense 21% 47% 9% 3% 4% 8% 27% 4% Cosmetic sector 18% 10% 0% 8% 47% 8% 4% 8% Retail sector Advertising & consulting 2% 7% Porn industry 41% 7% Automotive sector 8% 7% Nuclear energy sector Rest 14% 6% Telecommunications 7% 6% Catering sector No willingness 5% 5% Alcohol and tobacco sector 26% 4% Rest In my BOT3 sectors Fast food sector 30% 4% Chemical sector No willingness Neutral 10% 4% Rest Diamond sector 5% 3% NoOil/petrol sector willingness In my BOT3 sectors Neutral 20% 2% In my BOT3 sectors Neutral In my TOP3 sectorsN = 251 / F = No Neutral Neutral Willingness Neutral In my TOP3 sectors Rest

// Gen Yers AND THEIR CAREER PATHQ: How long do you see yourself working for your current employer? – Q: To what extent do you consider becoming self-employed in the near or distant future? Career path @ current employer Consideration to become Self-Employed 11% 13% 7% 6% Maximum 1 year 1 out of 10 American Millennials who 24% 30% are currently working, see themselves working their entire career for their current employer. For 38%, the career 13% path will lead them to a new job within 2 years. 20% Overall, half of the American Yers 22% 56% 32% considers to become self-employed. This is a lot less compared to the other studied countries. 10% 12% 17% 11% 34% 19% 16% Not at all Not a this stage Yes No Idea 17% 16% Maximum 1 year Maximum 2 years Maximum 5 years Maximum 10 years Entire careerN = 74 / F = If currently having a job N = 251 / F = No

// Gen Yers AND WORLD PROBLEMSQ: Below you have a list of global issues. Suppose you were in charge. Which of the following issues would you tackle first? You can move the items from left to right with the arrows or bydragging them. (The higher, the better)Of the top 5 world problems, 3 are related to ecological behaviour. Generation Y is a green generation!The economic crisis is worrying a lot of Millennials in the U.S.A. and the rest of the world. Global warming is considered to be a smaller problemby American youngsters compared to other countries. 14 13 12 11 10 9 8 7 6 5 4 3 2 1 11,2 9,1 8,8 7,9 7,8 7,6 7,4 7,3 7,2 7,1 6,9 6,1 5,7 4,8 0 Economic Air Water Global Racism Immigration Deforestation Lost Waste 3rd World Absence Genetically Globalisation Aging crisis pollution pollution warming Radicalism fossile mountain Under- business manipulated Identity loss population USA Average cross studied countries fuels developm. ethics foodN = 251 / F = No

// Gen Yers AND THEIR CHILDRENQ: What do you think you might do differently compared to your parents when raising your child(ren)?American generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to listening and being aneducator, they feel they‟ll do a better job.Concerning to the other studied countries, American Yers will keep the same balance between being a ‘friend’ and an ‘educator’ when raisingtheir children. I would do exactly the same as my parents -2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0 Mild Strict Talking Listening Punishing Rewarding Impatient Patient Being a friend Being an educator Being supportive Give more responsibility Explain proactively Wait for questions Rational Emotional Help them to achieve something Help them being happy Pass them a certain lifestyle Let them find their own way USA Average cross studied countriesN = 164 / F = If having a child, or planning to have a child

// GOD IS EVERYWHERE… ALSO IN THE U.S.A.Q: I believe there is a God 33% 60% 32% 61% 25% 19% 39% 32% 23% 54% 78% 23% 80% 53% 75% 25%N = 261 / F = No / % represent the amount of people that (completely) agrees with this statement

// Hot takeawaysUS Yers like to surf on the internet (34%) and hanging out withfriends (33%). They feel they get enough attention from their directsocial environment (approx. 7/10), but they feel abandoned bybrands (21%), the job market (33%) and especially by thegovernment (39%) and the politicians (48%).They have a lot of influence on today‟s financial powerfulconsumers though. Especially when it comes to adoptingtechnologies (51%) and buying products/services (41%), Gen Yershave a strong influence on their parents. these influential Gen Yersespecially look for contemporary brands (36%) that fit their ownstyle (33%).

//UNITEDKINGDOM

//Gen Yers IN THEIR LEISURE TIME Q: During your leisure time, which of these activities do you like the most? Leisure time = „me time‟! 1 out of 3 yers prefers to surf on the internet.in their leisure time. Hanging out with friends comes second. Compared to other countries, music is a very powerful medium in the UK as more than 1 out of 4 youngsters take time to listen to it 0% 10% 20% 30% 40% 50% 60% 70% Surfing on the internet 34% Hanging out with friends 32% Listening to music 27% Watching television 22% UK Sporting / Exercising 20% Average cross studied countries Reading (books, newspapers...) 18% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% Gaming (computer / console) 17% 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...) Shopping 17% Having sex 15% Checking my social networks 15% Going out (bar, disco...) 14% Going to the cinema 11% Hanging out, doing nothing 9% Visit family 7% UK Average cross studied countries Making music (DJ, instrument...) 7% N = 249 / F = No

//Gen Yers IN THE FUTURE Q: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous... UK youngsters dream of becoming a sportsman (18%). Being a musician (12%) or company leader (8%) are second and third most important. UK Y‟ers do not want to become a media figure or Politician. 0% 5% 10% 15% 20% 25% 30% …sport(wo)man 13% …musician / artist 12% ...company leader 9% ...scientist 9% …writer / author 8% …actor/actress 7% 20% 17% 15%22% 18% 17% 15% 14% 11% ...model 6% 9% 7% 7% ...designer 6% 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...) …comedian 5% …movie director 4% ...pop idol 4% …TV presenter 3% ...kitchen chef …politician UK Average cross studied countries ...media figure N = 261 / F = No 249

// DNA OF BRANDS Q: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to? Gen Yers in the UK look for Unique brands (37%) that are up-to- date (33%). Today‟s teenagers and twentiers are responsible and search for brands with a clean reputation and which make them happy. 0% 10% 20% 30% 40% 50% 60% Unique 37% Up-to-date 33% Makes me feel happy 31% Clean reputation 31% Own style 30% Real / authentic 27% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% Clear and simple 26% 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...) I can identify myself with 25% Fun 23% Cool 22% Trendy 19% ...has a high status 19% ...is luxurious and glamorous 14% ...has a clear position 14% UK Average cross studied countries N = 249 / F = No

// GEN Yers IN THE SPOTLIGHTSQ: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world!Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don‟t get the attentionthey deserve from brands. Pay attention, these are the consumers of the future!Dear politicians, be aware of the youngsters revolt! NO YES 0% 75% Your partner* NO 7% 74% YES Your mom NO 7% 72% YES Your friends 4% 85% Your family NO 6% 5% 71% YES 80% 4% 85% 6% 80% Your dad 15% 5% 60% 80% 4% 6% 85% 78% NO YES Rest 6% 80% Your colleagues / classmates 11% 5% 9% 56% 80% 75% 6% 78% NO YES Rest BOT 2 7% 70% 6% 80% Your boss / teacher 16% 9% 45% 75% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 7% 70% Brands 21% 9% 19% 30% 75% 43% 5% 80% 4% 13% 85% 56% BOT 2 1 - No2influence at all 7% 21% 70% 39% Your neighbours 36% 6% 28% 80% 5% 19% 80% 43% 13%6% 30% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% The job market 42%6% 80% 21% 19% 9%43% 43% 75%24% 6% 30% 78% 31% Rest The government BOT2 2 average / 2 / 2 average 21% 55% 7% 19% 39% 70% 53% 17% 9% 43% 75% 24% 30% 13% 31% 56% BOT 2Politicians 1 - No influence at average / 2 61% 7% average / 2 all 4 55% 13% 70% 19% 43% 19% 24% 43% 13% 56% – Definitely not 1 - No influence at all 2 3 - Neutral 4 – Definitely of influence 55% 21% 5 5 - A lot 19% 39%N >200/ F = No 19% 43%*N > 50 / F = if applicable 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

// THE INFLUENCE OF Gen YersQ: We would like you to estimate the influence you have on your parents for each of the following aspects.Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when itcomes to adopting products they buy (53%) and brands they prefer (42%). Yers have limited influence on their parent‟s music choice (28%)and television programs they watch(19%). NO INFLUENCE INFLUENCE 20% 53% The products/services they buy The brands they like/prefer NO 22% 42% YES The shops they visit NO 22% 39% YES 4% 85% The political choices they make NO 25% 5% YES 37% 80% 4% 85% 29% 6% 33% 80% The bars, restaurants, museums, etc. they visit 5% 80% 4% 6% 85% 78% NO YES Rest 28% 6% 33% 80% The cities they visit 5% 9% 80% 75% 6% 78% NO YES Rest BOT 2 7% 70% 32% 6% 32% 80% The technologies they adopt 9% 75% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 7% 70% Their environmental behaviour 33% 19% 32% 43% 5%9% 75% 80% 4% 13% 85% 56% BOT 2 1 - No2influence at all 7% 21% 70% 39% Their holiday destinations 36% 6% 29%80% 5% 19% 80% 43% 13%6% 30% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% The clothes they wear 6% 33% 43% 80% 29% 24% 19% 9% 43% 75% 6% 30% 78% 31% Rest BOT2 2 average / 2 / 2 average 55% 21% 28% 7% 19% 39% 28% 70% The music they listen to 43% 24% 9% 75% 30% 13% 31% 56% BOT 2 1 - No influence at average / 2 average / 2 all 4 7% 55% 70% 19% The television programmes and movies they watch43% 19% 46% 19% 24% 43% 13% 56% 1 - No influence at all 2 3 - Neutral 4 5 - A lot of influence 55% 21% 19% 39% 19% 43%N = 249 / F = No 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

NEVER EVER// Gen Yers ON THE JOB MARKETQ: Below you can find a list of sectors. We would like to know which are the best sectors in the world to work in. Could you please indicate the sectors you would definitely like to work in?And which sectors would you never want to work in? NEVER 2% 27% EVER 2% 24% NEVER 6%Young people are attracted to glamour and glitter. Their favourite sectors are „Media‟ (28%) and „Travel and entertainment‟ 6% EVER 21% (25%). 20% „Fashion‟finishes in third place (21%). 3% 15% 14% 18% 2% 10% 27% 12% 2% 5% 24% 10% NEVER 2% 6% 6% 6% 8% 27% 21% 20% EVER 10% 10% 2% 3% 2% 24% 15% 7% 6% 14% 5% 21% 18% 7% 6% 10% 11% 20% 12% 9% 3% 5% 16% 15% 10% 10% Media, publishing and broadcasting sector 2% 6% 5% 28% 10% 6% 14% 18% Travel & entertainment 10% 2% 8% 15% 12% 25% 10% 8% 5% 2% 15% 10% 7% 5% Fashion 6% 10% 5% 20% 10% 21% 7% 3% 8% 11% 21% 10% 9% 3% Financial services, banks and insurances 2% 10% 16% 27% 7% 18% 10% 4% 5% 5% 18% 7% 6% 0% Computer and ICT sector (software and hardware) 6% 15% 47% 17% 8% 4% 11% 9% Pharmaceutical sector / healthcare sector 16% 7% 15% 10% 15% 5% 5% 20% 6% 3% Advertising & consulting 15% 5% 21% 8% 12% 3% 15% 27% 5% 4% The government 20% 16% 18% 3% 11% 0% Food & beverages 21% 4% 47% 3% 11% 4% 27% 4% Porn industry 18% 46% 0% 10% 47% 4% Retail sector 6% 9% Telecommunications 6% 8% Defense 10% 8% Automotive sector 5% 7% Oil/petrol sector Rest 13% 7% Diamond sector 3% 7% Cosmetic sector No willingness 11% 6% Nuclear energy sector 14% 6% Rest In my BOT3 sectors Catering sector 10% 5% Chemical sector 11% 5% Rest No willingness Neutral Alcohol and tobacco sector 25% 4% No willingness sector Fast food In my BOT3 sectors Neutral 33% 2% In my BOT3 sectors Neutral In my TOP3 sectorsN = 249 / F = No Neutral Neutral Willingness Neutral In my TOP3 sectors Rest

// Gen Yers AND THEIR CAREER PATHQ: How long do you see yourself working for your current employer? – Q: To what extent do you consider becoming self-employed in the near or distant future? Career path @ current employer Consideration to become Self-Employed 13% 10% 8% 6% 34% Maximum 1 year Maximum 1 year 10% Only 10% of the UK youngsters see 24% 27% themselves working their entire career for their current employer. More than half 11% of the youngsters will find themselves 52% 38% working for a new employer within a maximum of 5 years. 14% 20% 17% Overall, 52% of the UK Yers considers to become self- employed. This is a less compared to 12% the other studied countries. Not at all Not a this stage Yes 28% 10% 12% 17% 11% 34% 19% 10% No Idea 17% 13% Maximum 1 year Maximum 2 years Maximum 5 years Maximum 10 years Entire careerN = 74 / F = If currently having a job N = 249 / F = No

// Gen Yers AND WORLD PROBLEMS Q: Below you have a list of global issues. Suppose you were in charge. Which of the following issues would you tackle first? You can move the items from left to right with the arrows or by dragging them. (The higher, the better) The economic crisis is worrying the most Millennials in the UK. Global warming is seen as the second most worrying world problem. The third world under development is considered to be the third most important by UK youngsters. Compared to other countries less UK youth worry about the aging population and genetically manipulated food. 14 13 12 11 10 9 8 7 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% 6 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...) 5 4 3 2 1 10,3 9,3 8,7 8,3 8,2 8,0 7,8 7,7 7,7 7,4 6,1 5,6 5,3 4,6 0 Economic Global 3rd World Air Racism Immigration Water Deforestation Lost Waste Absence Globalisation Aging Genetically crisis warming Under- pollution Radicalism pollution fossile mountain business Identity loss population manipulated developm. fuels ethics food UK Average cross studied countries N = 249 / F = No

// Gen Yers AND THEIR CHILDREN Q: What do you think you might do differently compared to your parents when raising your child(ren)? UK generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to giving more responsibility, they feel2,0 they‟ll do a far better job. UK Yers will keep the same balance between being ‘mild’ and ‘strict’ when raising their children.1,51,0 I would do exactly the same as my parents0,5 -2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0 Mild Strict0,0 Talking Listening Punishing Rewarding-0,5 Impatient Patient Being a friend Being an educator Being supportive Give more responsibility-1,0 Explain proactively Wait for questions Rational Emotional-1,5 Help them to achieve something Help them being happy Pass them a certain lifestyle Let them find their own way-2,0 UK Average cross studied countries N = 164 / F = If having a child, or planning to have a child

// 39% OF THE UK YOUNGSTERS BELIEVEQ: I believe there is a God 33% 60% 32% 61% 25% 19% 39% 32% 23% 54% 78% 23% 80% 53% 75% 25%N = 249 / F = No / % represent the amount of people that (completely) agrees with this statement

// Hot takeawaysUK Yers like to surf on the internet (34%) and hanging out withfriends (32%). They feel they get enough attention from their directsocial environment (approx. 7/10), but they feel abandoned bybrands (21%), the job market (43%) and especially by thegovernment (53%) and the politicians (61%). They have a lot ofinfluence on today‟s financial powerful consumers though.Especially when it comes to buying products/services (53%) andthe brand choice (42%), Gen Yers have a strong influence on theirparents. these influential Gen Yers especially look for unique (37%)and contemporary (33%) brands.

//BELGIUM

//Gen Yers IN THEIR LEISURE TIMEQ: During your leisure time, which of these activities do you like the most?Leisure time = ‘me’- time!1 out of 3 is surfing on the internet. Compared to other countries, TV is still a very powerful medium in Belgium as more than 1 out of 4youngsters take time to watch it. Hanging out with friends comes as third. 0% 10% 20% 30% 40% 50% 60% 70% Surfing on the internet 32% Watching television 28% Hanging out with friends 28% Listening to music 23% Shopping 20% Sporting / Exercising 19% Gaming (computer / console) 18% Reading (books, newspapers...) 18% Going out (bar, disco...) 17% Having sex 13% Checking my social networks 12% Cooking 10% Going to the cinema 8% Taking care/playing with my pet(s) 8% Belgium Average cross studied countries Making music (DJ, instrument...) 7%N = 261 / F = No

//Gen Yers IN THE FUTUREQ: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous...In the current economic climate, it‟s remarkable that today‟s youngsters especially want to become a company leader (14%) in the future. Beinga musician (12%) or sportman (12%) comes in second. Belgian Y‟ers do not want to become a TV-personality as such. 0% 5% 10% 15% 20% 25% 30% ...company leader 14% …musician / artist 12% …sport(wo)man 12% ...scientist 10% …actor/actress 9% …writer / author 8% ...kitchen chef 5% ...model 5% ...designer 4% ...pop idol 3% …movie director 3% …TV presenter 1% …comedian ...media figure Belgium Average cross studied countries …politicianN = 261 / F = No

// DNA OF BRANDSQ: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to?In their identity search, Gen Yers especially look for brands with an own style (37%) who make them happy (34%).Today‟s teenagers and twentiers are responsible and search for brands with a clean reputation which pays attention to health issues. 0% 10% 20% 30% 40% 50% 60% Own style 37% Makes me feel happy 34% Clean reputation 31% Takes into account health 28% Clear and simple 27% Surprises me as a customer 27% Unique 25% Fun 24% I can identify myself with 23% Ecologically engaged 22% Up-to-date 20% Trendy 20% Real / authentic 19% Belgium Average cross studied countries Cool 17% N = 261 / F = No

// GEN Yers IN THE SPOTLIGHTSQ: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world!Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get theattention they deserve from brands. Pay attention, these are the consumers of the future!Dear politicians, be aware of youth‟s revolt! NO YES Your partner 0% 89% NO YES Your mom 6% 79% NO YES Your friends 5% 74% 4% 85% Your family NO 7% 5% YES70% 80% 4% 85% 6% 80% Your dad 15% 5% 65% 80% 4% 6% 85% 78% NO YES Rest 6% 80% Your colleagues / classmates 5% 10% 9% 80% 55% 75% 6% 78% NO YES Rest BOT 2 7% 70% 6% 80% Your boss / teacher 14% 9% 39% 75% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 7% 70% Your neighbours 27% 5%9% 19% 29% 80% 75% 43% 4% 13% 85% 56% BOT 2 1 - No2influence at all 7% 21% 70% 39% 6% 80% Brands 5% 24% 19% 80% 25% 43% 13%6% 30% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% The job market 6% 80% 19% 9%43% 30% 22% 75%24% 43% 6% 30% 78% 31% Rest BOT2 2 average / 2 / 2 average 21% 55% 7% 19% 39% 70% The government 72% 43% 7% 24% 9% 75% 30% 13% 31% 56% BOT 2 1 - No influence at average / 2 average / 2 all 4 7% 55% 70% 19% Politicians 70% 43% 19% 5% 24% 43% 13% 56% – Definitely not 1 - No influence at all 2 3 - Neutral 4 – Definitely of influence 55% 21% 5 5 - A lot 19% 39%N = 261 / F = No 19% 43%*N > 50 / F = if applicable 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

// THE INFLUENCE OF Gen YersQ: We would like you to estimate the influence you have on your parents for each of the following aspects.Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when itcomes to adopting technologies (53%) and buying products/services (46%). Yers have limited influence on their parent‟s music choice (22%)and political choices (14%). Remember…their parents are the BabyBoomer generation! NO INFLUENCE INFLUENCE Adopting technologies 16% 53% NO YES Buying products/services 16% 46% NO YES Tv / movies 25% 4% 40% 85% NO 5% YES 80% Visting shops 26% 37% 4% 85% 6% 80% Holiday destinations 27% 5% 36% 80% 4% 6% 85% 78% NO YES Rest 6% 80% Environmental behaviour 28% 5% 9% 28% 80% 75% 6% 78% NO YES Rest BOT 2 7% 70% 6% 80% Visiting bars, restaurants, museums, etc. 34% 9% 29% 75% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 7% 70% Visiting cities 34% 5%9% 19% 24% 75% 80% 43% 4% 13% 85% 56% BOT 2 1 - No2influence at all 7% 21% 70% 39% 6% 80% Clothing style 5% 43% 19% 80% 24% 43% 13%6% 30% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% 6% 80% Preference brands 36%19% 9%43% 43% 75%24% 21% 6% 30% 78% 31% Rest BOT2 2 average / 2 / 2 average 21% 55% 7% 19% 39% 70% Music choice 9% 43% 43% 75% 22% 24% 30% 13% 31% 56% BOT 2 1 - No influence at average / 2 average / 2 all 4 7% 55% 70% 19% Political choices 43% 19% 52% 24% 43% 14% 13% 56% 1 - No influence at all 2 3 - Neutral 4 5 - A lot of influence 55% 21% 19% 39% 19% 43%N = 261 / F = No 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

NEVER EVER// Gen Yers ON THE JOB MARKETQ: Below you can find a list of sectors. We would like to know which are the best sectors in the world to work in. Could you please indicate the sectors you would definitely like to work in?And which sectors would you never want to work in? NEVER 2% 27% EVER 2% 24% NEVER 6%Young people are attracted to glamour and glitter. Their favourite sectors are „Travel & Entertainment‟ (27%) and 20% 6% EVER 21% „Media‟ (24%). The„Pharmaceutical / healthcare‟ sector‟ comes surprisingly as third. 14% 3% 15% 18% 2% 10% 27% 12% 2% 5% 24% 10% 6% 6% 21% 10% 2% 2% NEVER 6% 3% 8% 2% 27% 24% 20% 15% 10% 7% EVER 6% 14% 5% 21% 18% 7% 6% 10% 11% 20% 12% 9% 3% 5% 16% 15% 10% 10% 14% 6% 5% 18% 10% 6% Travel & entertainment 8% 2% 15% 10% 27% 8% 10% 12% Media, publishing and broadcasting sector 5% 2% 2% 20%15% 10% 7% 24% 3% 5% 6% 5% 10% 7% Pharmaceutical sector / healthcare sector 8% 11% 6% 21% 10% 9% 21% 3% 2% 16% 27% 7% 10% 4% Computer and ICT sector (software and hardware) 5% 5%6% 18% 7% 20% 6% 0% Advertising & consulting 11% 15% 47% 9% 8% 4% 15% 3% 5% 15% 16% 10% Fashion 5% 20% 14% 6% 3%18% 15% 21% 8% 3% Financial services, banks and insurances 15% 27% 10% 5% 4% 12% 20% 18% 3% 0% Food & beverages 21% 47% 5% 3% 4% 10% Automotive sector 27% 6% 4% 10% 18% 0% Catering sector 47% 8% 4% 10% Retail sector 2% 7% Telecommunications 5% 7% Cosmetic sector 11% 9% Chemical sector Rest 16% 10% Diamond sector 5% 6% The government No willingness 15% 8% Defense 15% 5% Rest Alcohol and tobacco sector In my BOT3 sectors 20% 3% Oil/petrol sector 21% 3% Rest Nuclear energy sector willingness Neutral No 27% 4% Fast food sector 18% 0% No willingness In my BOT3 sectors Neutral Porn industry 47% 4% In my BOT3 sectors Neutral In my TOP3 sectorsN = 261 / F = No Neutral Neutral Willingness Neutral In my TOP3 sectors Rest

// Gen Yers AND THEIR CAREER PATHQ: How long do you see yourself working for your current employer? – Q: To what extent do you consider becoming self-employed in the near or distant future? Career path @ current employer Consideration to become Self-Employed 13% 6% 34% Maximum 1 year Maximum 1 year 1 out of 3 Belgian millennials who are currently working, see themselves 24% 23% working their entire career for their 11% current employer. For 1 out of 5, the 46% career path will lead them to a new job within maximum 2 years. 17% Overall, half of the Belgian Yers 31% 20% considers to become self-employed. This is a lot less compared to the other studied countries. 12% 10% 12% 17% 11% 34% 19% Not at all Not a this stage Yes 10% No Idea 17% 16% Maximum 1 year Maximum 2 years Maximum 5 years Maximum 10 years Entire careerN = 66 / F = If currently having a job N = 261 / F = No

// Gen Yers AND WORLD PROBLEMSQ: Below you have a list of global issues. Suppose you were in charge. Which of the following issues would you tackle first? You can move the items from left to right with the arrows or bydragging them. (The higher, the better)Of the top 5 world problems, 4 are related to ecological behaviour. Generation Y is a green generation!The economic crisis is worrying a lot of Millennials in Belgium and the rest of the world. Racism/Radicalism is a smaller problem for Belgianyoungsters than for those in other countries. 14 13 12 11 10 9 8 7 6 5 4 3 2 1 10,0 9,8 9,2 8,9 8,4 8,1 7,9 7,7 7,0 6,6 6,5 5,2 4,9 4,7 0 Global Economic Water Air Deforestation Waste 3rd World Immigration Racism Aging Lost Globalisation Absence Genetically warming crisis pollution pollution mountain Under- Radicalism population fossile Identity loss business manipulated Belgium Average cross studied countries developm. fuels ethics foodN = 261 / F = No

// Gen Yers AND THEIR CHILDRENQ: What do you think you might do differently compared to your parents when raising your child(ren)?Belgian generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to having patience, they feel they‟lldo a better job. Compared to the other studied countries, Belgian Yers will keep the seem balance between being a ‘friend’ and an ‘educator’when raising their children. I would do exactly the same as my parents -2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0 Mild Strict Talking Listening Punishing Rewarding Impatient Patient Being a friend Being an educator Being supportive Give more responsibility Explain proactively Wait for questions Rational Emotional Help them to achieve something Help them being happy Pass them a certain lifestyle Let them find their own way Belgium Average cross studied countriesN = 206 / F = If having a child, or planning to have a child

// GOD IS EVERYWHERE… EXCEPT IN BELGIUMQ: I believe there is a God 33% 60% 32% 61% 25% 19% 39% 32% 23% 54% 78% 23% 80% 53% 75% 25%N = 261 / F = No / % represent the amount of people that (completely) agrees with this statement

// Hot takeawaysBelgian Yers are looking for me-time during their leisure time. Theylike to surf on the internet (32%) and watch television (28%).Though Belgians are more into me-time, they feel they get enoughattention from their direct social environment (approx. 8/10), butthey feel abandoned by brands (24%), the job market (30%) andespecially by the government (72%) and the politicians (70%).They have a lot of influence on today‟s financial powerfulconsumers though. Especially when it comes to adoptingtechnologies (53%) and buying products/services (46%). Theseinfluential Belgian Gen Yers especially look for brands with an ownstyle (37%) and potential to arouse happy feelings (34%).

//THENETHERLANDS

//Gen Yers IN THEIR LEISURE TIME Q: During your leisure time, which of these activities do you like the most? Leisure time = „Spending time together‟! 1 out of 3 is Hanging out with friends, in their leisure time. Listening to music comes second. Compared to other countries, TV is still a very powerful medium in The Netherlands as more than 1 out of 4 youngsters take time to watch it. 0% 10% 20% 30% 40% 50% 60% 70% Hanging out with friends 31% Listening to music 28% Watching television 28% Sporting / Exercising 27% Surfing on the internet 23% Gaming (computer / console) 22%28% 27% 23% 22% 19% 18% 17% 15% Going out (bar, disco...) 19% 9% 9% 8% 8% 7% Having sex 18% Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...)Watching television Making music (DJ, instrument...) Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) Reading (books, newspapers...) 17% Shopping 15% Making music (DJ, instrument...) 9% Checking my social networks 9% Cooking 8% Visit family 8% NETHERLANDS Average cross studied countries Chatting / telephoning 7% N = 254 / F = No

//Gen Yers IN THE FUTURE Q: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous... It‟s very remarkable that Dutch youngsters don‟t want to become a company leader (6%) in comparison to the average across countries. Being a musician (13%) or sportsman (13%) is most popular. Dutch Y‟ers do not want to become a TV-personality as such. 0% 5% 10% 15% 20% 25% 30% …musician / artist 13% …sport(wo)man 13% ...scientist 10% …actor/actress 9% ...model 7% ...company leader 6% …writer / author 6%28% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7% ...designer 4% Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...)Watching television Making music (DJ, instrument...) Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) …comedian 3% ...kitchen chef 3% ...pop idol 2% …movie director 2% …politician …TV presenter NETHERLANDS Average cross studied countries ...media figure N = 261 / F = No 254

// DNA OF BRANDSQ: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to?In their identity search, Gen Yers especially look for brands with an own style (43%) and breath out fun (39%).Today‟s teenagers and twentiers are responsible and search for brands with a clean reputation. 0% 10% 20% 30% 40% 50% 60% Own style 43% Fun 39% Clean reputation 34% Makes me feel happy 33% I can identify myself with 31% Up-to-date 31% Unique 27% Clear and simple 27% Real / authentic 19% Takes into account health 19% Trendy 17% Surprises me as a customer 15% Cool 15% Belgium Average cross studied countries ...breathes out power 14%N = 254 / F = No

// GEN Yers IN THE SPOTLIGHTSQ: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world!Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don‟t get theattention they deserve from brands. Pay attention, these are the consumers of the future!Dear politicians, be aware of the youths revolt! NO YES Your partner* 1% 89% Your mom NO 6% 81% YES Your friends NO 6% 75% YES 4% 85% Your family NO 7% 5% YES 74% 80% 4% 85% Your dad 6% 80% 11% 5% 73% 80% 4% 6% 85% 78% NO YES Rest Your colleagues / classmates 6% 80% 7% 9% 64% 75% 5% 80% 6% 78% NO YES Rest BOT 2 7% 70% Your boss / teacher 15% 6% 45% 80% 9% 75% 4%6% 13% 85%78% 56% Rest BOT 2 - No influence at all 1 7% 70% Your neighbours 26% 19% 29% 43% 5%9% 80%75% 4% 13% 85% 56% BOT 2 1 - No2influence at all 7% 21% 70% 39% Brands 20% 6% 27% 80% 5% 19% 80% 43% 13%6% 30% 56%78% 31% 2 Rest1 - No influence at all average / 2 21% 39% The job market 6% 25% 80% 25% 19% 9%43% 43% 75%24% 6% 30% 78% 31% Rest average / 2 / 2 21% 55% 19% Politicians BOT2 2 average 45% 7% 14% 39% 70% 9% 43% 75% 24% 30% 13% 31% 56% BOT 2 1 - No influence at average / 2 average / 2 all 4 The gouvernement 7%43% 55% 70%13% 19% 43% 19% 24% 43% 13% 56% – Definitely not 1 - No influence at all 2 3 - Neutral 4 – Definitely of influence 55% 21% 5 5 - A lot 19% 39%N > 200 / F = No 19% 43%*N > 80 / F = if applicable 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

// THE INFLUENCE OF Gen YersQ: We would like you to estimate the influence you have on your parents for each of the following aspects.Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when itcomes to adopting technologies (42%) and buying products/services (35%). Yers have limited influence on their parent‟s environmentalbehaviour (16%) and political choices (13%). The important BabyBoomer generation… NO INFLUENCE INFLUENCE 24% 42% The technologies they adopt NO 24% 35% YES The products/services they buy NO 30% 31% YES Their holiday destinations 4% 85% NO The television programmes and movies they watch 30% 5% YES 29% 80% 4% 85% 6% 80% The bars, restaurants, museums, etc. they visit 35% 5% 27% 80% 4% 6% 85% 78% NO YES Rest 6% 80% The shops they visit 36% 5% 9% 27% 80% 75% 6% 78% NO YES Rest BOT 2 7% 70% 6% 80% The cities they visit 36% 9% 23% 75% 4%6% 13% 78% 85% 56% Rest BOT 2 - No influence at all 1 7% 70% The clothes they wear 41% 5%9% 19% 23% 80% 75% 43% 4% 13% 85% 56% BOT 2 1 - No2influence at all 7% 21% 70% 39% 6% 80% The music they listen to 5% 43% 19% 80% 21% 43% 6% 30% 13% 78% 31% 56% 2 Rest1 - No influence at all average / 2 21% 39% 6% 80% The brands they like/prefer 19% 9%43% 45% 18% 75%24% 43% 6% 30% 78% 31% Rest BOT2 2 average / 2 / 2 average 21% 55% 7% 39% 70%19% Their environmental behaviour 9% 41% 43% 75% 16% 24% 30% 13% 31% 56% BOT 2 1 - No influence at average / 2 average / 2 all 4 7% 55% 70% 19% The political choices they make 43% 52% 19% 24% 13% 43% 13% 56% 1 - No influence at all 2 3 - Neutral 4 5 - A lot of influence 55% 21% 19% 39% 19% 43%N = 254 / F = No 30% 31% 2 average / 2 4 5 - A lot of 2 TOP influence 21% 39% 43% 24% 30% 31% average / 2 5-A 2 TOP 2 average / lot of influence Rest 55% 19% 43% 24%

NEVER EVER// Gen Yers ON THE JOB MARKETQ: Below you can find a list of sectors. We would like to know which are the best sectors in the world to work in. Could you please indicate the sectors you would definitely like to work in?And which sectors would you never want to work in? NEVER 2% 27% EVER 2% 24% NEVERYoung people are attracted to glamour and glitter. Their favourite sectors are „Media‟ 6% EVER 6%(28%) and „Travel and entertainment‟ (26%). 21% 20% „Computerand ICT sector and „Fashion‟ share the third place (19%). 14% 3% 15% 18% 2% 10% 27% 12% 2% 5% 24% 10% 6% 6% 21% 10% 2% 2% NEVER 6% 3% 8% 2% 27% 24% 20% 15% 10% 7% EVER 6% 14% 5% 21% 18% 7% 6% 10% 11% 20% 12% 9% 3% 5% 16% 15% 10% 10% 14% 6% 5% 18% 10% 6% Media, publishing and broadcasting sector 10% 8%3% 15% 28% 10% 8% 12% 5% 2% 3% 15% 10% 7% 26% 5% Travel & entertainment 5% 20% 7% 3% 6% 10% Computer and ICT sector (software and hardware) 8% 11% 8% 21% 10% 9% 19% 3% 2% 16% 27% 7% 10% 4% Fashion 5% 14% 5% 18% 7% 19% 6% 0% 11% 15% 47% 9% 8% 4% Financial services, banks and insurances 16% 15%7% 5%18% 10% Advertising & consulting 5% 20% 1% 6% 3% 17% 15% 21% 8% 3% Pharmaceutical sector / healthcare sector15% 27%11% 5% 4% 14% 20% 18% 3% 0% Catering sector 21% 47% 5% 3% 4% 11% The government 27% 12% 4% 11% 18% 0% Defense 47% 12% 4% 11% Food & beverages 2% 8% Porn industry 58% 8% Telecommunications 4% 7% Chemical sector Rest 18% 6% Retail sector 1% 6% Oil/petrol sector No willingness 18% 5% Automotive sector 8% 4% Rest In my BOT3 sectors Cosmetic sector 17% 4% Alcohol and tobacco sector 22% 4% Rest No willingness Neutral Nuclear energy sector 23% 4% Diamond sectorBOT3 sectors In my 5% 2% No willingness Neutral Fast food sector 21% 1% In my BOT3 sectors Neutral In my TOP3 sectorsN = 254 / F = No Neutral Neutral Willingness Neutral In my TOP3 sectors Rest

// Gen Yers AND THEIR CAREER PATHQ: How long do you see yourself working for your current employer? – Q: To what extent do you consider becoming self-employed in the near or distant future? Career path @ current employer Consideration to become Self-Employed 13% 15% 6% 34% Maximum 1 year Maximum 1 year 8% Only 15% of the Dutch youngsters see 17% themselves working their entire career 24% for their current employer. Almost half of 48% 11% the youngsters will find themselves 18% working for a new employer within a maximum of 5 years. 35% 20% 17% Overall, 48% of the Dutch Yers considers to become self- 18% employed. This is a lot less compared 12% to the other studied countries. Not at all Not a this stage Yes 10% 12% 17% 11% 34% 19% 10% 8% No Idea 17% 16% Maximum 1 year Maximum 2 years Maximum 5 years Maximum 10 years Entire careerN = 63 / F = If currently having a job N = 254 / F = No

// Gen Yers AND WORLD PROBLEMS Q: Below you have a list of global issues. Suppose you were in charge. Which of the following issues would you tackle first? You can move the items from left to right with the arrows or by dragging them. (The higher, the better) The economic crisis is worrying the most Millennials in The Netherlands. Water pollution is the second most worrying world problem. Racism/Radicalism is considered to be the third most important by Dutch youngsters. Compared to other countries less Dutch youngsters worry about air pollution and global warming. 14 13 12 11 10 9 8 728% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7% 6 Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...)Watching television Making music (DJ, instrument...) Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) 5 4 3 2 1 9,9 9,1 8,7 8,5 8,2 8,1 7,8 7,4 7,2 7,1 6,6 5,9 5,6 4,8 0 Economic Water Racism Air Global Deforestation 3rd World Lost Immigration Aging Waste Absence Globalisation Genetically crisis pollution Radicalism pollution warming Under- fossile population mountain business Identity loss manipulated NETHERLANDS Average cross studied countries developm. fuels ethics food N = 254 / F = No

// Gen Yers AND THEIR CHILDREN Q: What do you think you might do differently compared to your parents when raising your child(ren)? Dutch generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to having patience, they feel they‟ll do a far better job.2,0 Dutch Yers will keep the seem balance between being „mild‟ and „strict‟ when raising their children.1,51,0 I would do exactly the same as my parents0,5 -2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0 Mild Strict0,0 Talking Listening Punishing Rewarding Impatient Patient-0,5 Being a friend Being an educator Being supportive Give more responsibility-1,0 Explain proactively Wait for questions Rational Emotional-1,5 Help them to achieve something Help them being happy Pass them a certain lifestyle Let them find their own way-2,0 NETHERLANDS Average cross studied countries N =193/ F = If having a child, or planning to have a child

// 1/3 OF THE DUTCH YOUNGSTERS BELIEVE IN GODQ: I believe there is a God 33% 60% 32% 61% 25% 19% 39% 32% 23% 54% 78% 23% 80% 53% 75% 25%N = 254 / F = No / % represent the amount of people that (completely) agrees with this statement

// Hot takeawaysDutch Y‟ers surf remarkably less on the internet (23%) comparedto their international contemporaries. They prefer to hang out withfriends instead (31%). Hence, it‟s not a surprise they feel they getenough attention from their direct social environment (approx.8/10), but they feel abandoned by brands (20%), the job market(25%) and especially by the government (43%) and the politicians(43%).They have a lot of influence on today‟s financial powerfulconsumers though. Especially when it comes to adoptingtechnologies (42%) and buying products/services (35%). Theseinfluential Dutch Gen Y‟ers especially look for brands with an ownstyle (43%) that breath out fun (39%).

THIS REPORT SHARED THE DETAILEDRESULTS FOR(click the country icon to read the country-specific press release)- United States- United Kingdom- Belgium NL FR- The Netherlands11 other countries were part of our studyInterested in the results of Brazil, China,Denmark, France, Germany, India, Italy,Poland, Romania, Russia, Sweden or Spain?Contact us via Anke.Moerdyck@InSites-Consulting.com//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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Generation Y around the World: global youth research by InSites Consulting

by Joeri Van den Bergh on Feb 15, 2012

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Generation Y around the World: global youth research by InSites Consulting — Presentation Transcript