The truth and nothing but the truth (by Generation Y around the world)

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The truth and nothing but the truth (by Generation Y around the World). This report offers the result of a large-scale InSites Consulting youth study.

The big majority of Gen Yers across the globe believe they’re honest and reliable, but not that many see themselves as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. Especially Belgian Yers lack self-confidence to see themselves as such. Half of the Italians, Brazilians and Americans believe they’re authentic and real. In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment, surrounded by their partner, friends and parents. At the same time, 1 out of 4 Millennials can only be his/her true self when being alone!

Globally youngsters think Facebook pages of brands are not credible Blogs, friends and brand users are more credible.

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The truth and nothing but the truth (by Generation Y around the world)

  1. // COUNTRIES INVOLVED IN THE GLOBAL REALNESS 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.
  2. 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
  3. Joeri Van den BerghGen Y expert and author of ‘How Cool Brands Stay Hot’Hear the key take-aways first hand from authorJoeri Van den Bergh in a workshop or presentation.More information onwww.howcoolbrandsstayhot.com/speech +32 496 232 919 joeri@insites-consulting.com @joeri_insites www.linkedin.com/in/joerivandenbergh
  4. //GLOBAL
  5. 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.
  6. // Hot takeawaysThe big majority of Gen Yers across the globe believethey’re honest and reliable, but not that many seethemselves as real and authentic. Millennials are clearlyin an identity struggle, finding their place under the sun.Especially Belgian Yers lack self-confidence to seethemselves as such. Half of the Italians, Brazilians andAmericans believe they’re authentic and real. In theiridentity search, Gen Yers are not always acting as wewould expect. They feel most at ease in their direct socialenvironment, surrounded by their partner, friends andparents. At the same time, 1 out of 4 Millennials can onlybe his/her true self when being alone!Globally youngsters think Facebook pages of brands arenot credible Blogs, friends and brand users are morecredible
  7. //UNITEDSTATES
  8. // 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% • Survey of 20 minutes Female 15-18 50% 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%
  9. // AUTHENTIC & HONEST Gen YersQ: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am... More than 4 out of 5 American Gen Yers believe they’re honest and reliable. Though only 43% sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. 100% 100% 75% 75% 50% 50% 25% 25%N = 251 / F = No The USA Average cross studied countries
  10. // AUTHENTIC & HONEST BRANDSQ: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products? Authenticity & Realness Honesty & Reliability 100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100% Diesel Clothing A&F Levi’s H&M T. Hilfiger Zara Technology, and Sports brands are Sports C. Allstars seen as more Nike Adidas honest/reliable. Puma Especially Apple (58%) and Converse Allstars Food & Drinks Bull Coca-Cola Red (58%) drive this image. M&M’s McDonald’s Doritos Looking at authenticity Mars and realness, Pepsi especially Apple (60%), Microsoft(60%) Technology Apple Nintendo and Nike (55%) are Sony doing a great job. Microsoft HP Dell Both measures are a clear mirror image Personal Care / Lynx Axe Gilette of each other, which is Nivea not the case when Gen Dove L’Oreal Yers had to evaluate themselves. Mobile iPhone Samsung Sony Eric. NokiaN = 251 / F = No Belgium U.S.A. Averagecross studied countiries Average cross studied countries
  11. // THE 3 MOST CREDIBLE INFORMATION SOURCESQ: In your opinion, what is the most credible source for you to obtain information about a certain brand / product? 0% 5% 10% 15% 20% 25% 30% 35% 40% Online pages about the brand 22% (e.g. forum, blog, etc.) Brand’s consumers 20% My friends 14% The brand itself 10% Corporate website 7% My parents 6% Social network pages 4% about the brand Shop employee 2% Advertising 2% My partner 2% Brand’s marketers 2% Other source Peer-2-peer communication between friends (14%) and consumers (20%) A competitive brand are definitely credible sources when it comes to product information. Online pages like blogs and fora (22%) are seen as more credible than social network pages A journalist 0% about the brand (4%). Brand pages and brand groups on Facebook and other social networks, have clearly less impact on the consumer’s mind. None of the above 5%N = 251 / F = No USA Average cross studied countries
  12. // MIRROR, MIRROR ON THE WALL Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present yourself differently in each of the following situations? In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment, when being surrounded by their partner (66%), friends (65%) and parents (61%). At the same time, this means that 1 out of 3 Millennials can only be his/her true self when being alone! A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself. SOMEONE ELSE SOMEONE ELSE MYSELF MYSELFSE MYSELF 7% 13% 73% 66%7% With partner 73% 12% 13% 71% 65%% With my friends 71% 10% 16% 65% 61%% With parents 65% 6% 12% 64% 61%% At pharmacy 64% 9% 16% 60% 60% 60% At medical check-up 16% 18% 57% 57% 57% Online social network 10% 14% 57% 57% 57% People with a lower status 17% 22% 54% 55% At school/work 54% 18% 15% 51% 53% At hairdresser 51% 23% 24% 50% 50% 50% At (future) parents-in-law 25% 22% 48% 50% At a party 48% 28% 24% 44% 47% Flirting (not 44% partner) own 23% 26% 44% 46% With my boss / teacher 44% 30% 23% 42% 45% When by the police 42% 32% 27% 38% 43% People with a higher status 38% 34% 32% 34% 38% Job application 34% Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO 2N > 180Neutral 3 - / F = Only ifaverage / 2 applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest
  13. // Hot takeawaysAbout 86% American Gen Yers believe they’re honestand reliable though only 43% sees oneself as real andauthentic. Looking at authenticity and realness,especially M&M’s (63%) and Apple’s Iphone (62%) aredoing a great job. Technology and sporting brands areseen as more honest/reliable. Especially M&M’s (62%),Apple (58%) and Converse Allstars (58%) drive thisimage.
  14. //UNITEDKINGDOM
  15. // 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%
  16. // AUTHENTIC & HONEST Gen YersQ: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am... More than 3 out of 4 UK Gen Yers believe they’re honest and reliable. Though only 1 out of 3 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. 100% 100% 75% 75% 50% 50% 25% 25%N = 249 / F = No UK Average cross studied countries
  17. // AUTHENTIC & HONEST BRANDSQ: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products? Authenticity & Realness Honesty & Reliability 100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100% Diesel Clothing A&F Levi’s H&M Technology, T. Hilfiger Zara mobile and clothing brands are seen as Sports C. Allstars more honest/reliable Nike Adidas and authentic/real. Puma Especially, Levi’s (53%), iPhone (53%) Food & Drinks Bull Coca-Cola Red and Nintendo (52%) M&M’s drive this image. McDonald’s Doritos Mars Looking at authenticity Pepsi and realness, especially Apple Technology Apple Nintendo (62%), Levi’s (58%) Sony and Nintendo (56%) Microsoft HP are doing a great job. Dell Both measures are a Personal Care / Lynx Axe Gilette clear mirror image Nivea of each other, which is Dove L’Oreal not the case when Gen Yers had to evaluate Mobile iPhone Samsung themselves. Sony Eric. Nokia 70%N = 249 / F = No UK Belgium Average cross studied countries Average cross studied countiries
  18. // THE 3 MOST CREDIBLE INFORMATION SOURCES Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product? 0% 5% 10% 15% 20% 25% 30% 35% 40% Online pages about the brand 24% (e.g. forum, blog, etc.) My friends 18% Brand’s consumers 13% The brand itself 10% My parents 6% Corporate website 6% None of the above 4% My partner 3% 20% 17% 15%22% 18% 17% 15% 14% 11% 9% 7% 7% Advertising 3% 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...) Other source 3% A competitive brand 2% Social network pages about the brand A journalist Peer-2-peer communication between friends (18%) and consumers (13%) are definitely credible sources when it comes to product information. Online pages Shop employee 1% like blogs and fora (24%) are seen as more credible than social network pages about the brand (2%). Brand pages and brand groups on Facebook and other Brand’s marketers 1% social networks, have clearly less impact on the consumer’s mind. UK Average cross studied countries N = 249 / F = No
  19. // MIRROR, MIRROR ON THE WALL Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present yourself differently in each of the following situations? In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment, when being surrounded by their friends (62%), partner (61%) and parents (61%). A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself. SOMEONE ELSE SOMEONE ELSE MYSELFSE MYSELF With my friends 12% 7% 62%73%7% 73% With partner 12% 12% 71% 61%% 71% With parents 10% 14% 65% 61%% 65% At pharmacy 15% 6% 58%64%% 64% At medical check-up 15%9% 60% 55% 60% People with a lower status 16% 18% 57% 54% 57% Online social network 10% 17% 57% 53% 57% At hairdresser 17% 16% 54% 50% 54% At school/work 18% 20% 51% 48% 51% When by the police 23% 20% 50% 48% 50% At a party 25% 26% 48% 45% 48% At (future) parents-in-law 28% 23% 44% 44% 44% With my boss / teacher 23% 26% 44% 42% 44% People with a higher status 30% 29% 42% 40% 42% Flirting (not own partner) 32% 30% 38% 38% 38% Job application 34% 32% 34% 38% 34% Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO 2N > 185Neutral 3 - / F = Only ifaverage / 2 applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest
  20. // Hot takeawaysAbout 80% UK Gen Yers believe they’re honest andreliable though only 1 out of 4 sees oneself as real andauthentic. Looking at authenticity and realness,especially Apple and Levi’s are doing a great job.Technology, mobile and personal care brands are seenas more honest/reliable and authentic/real. Sony Ericsonand L’Oreal are performing less within these productcategories.
  21. //THENETHERLANDS
  22. // 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%
  23. // AUTHENTIC & HONEST Gen YersQ: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am... More than 3 out of 4 Dutch Gen Yers believe they’re honest and reliable. Though only 1 out of 3 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. 100% 100% 75% 75% 50% 50% 25% 25%N = 254 / F = No The Netherlands Average cross studied countries
  24. // AUTHENTIC & HONEST BRANDSQ: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products? Authenticity & Realness Honesty & Reliability 100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100% Diesel Clothing A&F Levi’s Technology, H&M mobile and Food& T. Hilfiger Zara drinks brands are seen as more Sports C. Allstars honest/reliable and Nike Adidas authentic/real. Puma Especially Doritos (59%) and iPhone Food & Drinks Bull Coca-Cola Red (47%) and Nintendo M&M’s (59%) drive this image. McDonald’s Doritos Mars Looking at authenticity Pepsi and realness, especially Apple Technology Apple Nintendo (57%), Coca-Cola Sony Microsoft (52%) and Converse HP Allstars (51%) are Dell doing a great job. Personal Care / Lynx Axe Gilette Both measures are a Nivea Dove clear mirror image L’Oreal of each other, which is not the case when Gen Mobile iPhone Samsung Yers had to evaluate Sony Eric. themselves. Nokia 70%N = 254 / F = No The Netherlands Belgium Average cross studied countries Average cross studied countiries
  25. // THE 3 MOST CREDIBLE INFORMATION SOURCESQ: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?50% 0% 5% 10% 15% 20% 25% 30% 35% 40% Online pages about the brand 28%40% (e.g. forum, blog, etc.) Brand’s consumers 18% My friends 13%30% The brand itself 8% Other source 5%20% Corporate website 4% My parents 4%10% My partner 3% Shop employee 3% 31% 28% 28% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7%0% A competitive brand 2% Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...) Watching television Making music (DJ, instrument...) Visit family Hanging out with friends Listening to music Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) A journalist 2% Social network pages about the brand Peer-2-peer communication between friends (13%) and consumers (18%) Advertising are definitely credible sources when it comes to product information. Online pages Brand’s marketers 1% like blogs and fora (28%) are seen as more credible than social network pages about the brand (1%). Brand pages and brand groups on Facebook and other None of the above 6% social networks, have clearly less impact on the consumer’s mind.N = 254 / F = No NETHERLANDS Average cross studied countries
  26. // MIRROR, MIRROR ON THE WALL Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present yourself differently in each of the following situations? In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment, when being surrounded by their partner (77%), friends (74%) and parents (74%). A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself. SOMEONE ELSE SOMEONE ELSE MYSELF MYSELFSE MYSELF With partner 7% 3% 73% 77%7% 73% With my friends 12% 7% 71% 74%% 71% With parents 10% 8% 65% 74%% 65% At pharmacy 6% 7% 64% 72%% 64% At medical check-up 9% 6% 60% 70% 60% Online social network 16% 8% 57% 66% 57% People with a lower status 10% 10% 57% 64% 57% At school/work 17% 10% 54% 63% 54% At hairdresser 18% 11% 51% 62% 51% With my boss / teacher 23% 12% 50% 61% 50% At a party 25% 17% 48% 57% 48% At (future) parents-in-law 28% 17% 44% 56% When by the police 44% 23% 15% 44% 55% 44% People with a higher status 30% 18% 42% 54% 42% Flirting (not own partner) 32% 23% 38% 45% Job application 38% 34% 32% 34% 38% 34% Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO 2N > 175Neutral 3 - / F = Only ifaverage / 2 applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest
  27. // Hot takeawaysAbout 80% Dutch Gen Yers believe they’re honest andreliable though only 1 out of 4 sees oneself as real andauthentic. Looking at authenticity and realness,especially Apple (48%), Converse Allstars (45%) andCoca-Cola (43%) are doing a great job. Technology,mobile and personal care brands are seen as morehonest/reliable and authentic/real.
  28. //BELGIUM
  29. // 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 15-18 35% Age 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%
  30. // AUTHENTIC & HONEST Gen YersQ: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am... More than 3 out of 4 Belgian Gen Yers believe they’re honest and reliable. Though only a minority (21%) sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. 100% 100% 75% 75% 50% 50% 25% 25%N = 261 / F = No Belgium Average cross studied countries
  31. // AUTHENTIC & HONEST BRANDSQ: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products? Authenticity & Realness Honesty & Reliability 100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100% Diesel Clothing A&F Levi’s Technology, H&M T. Hilfiger mobile and Zara personal care brands are seen as Sports C. Allstars Nike more honest/reliable Adidas Puma and authentic/real. Especially Nivea (53%) Food & Drinks Bull and Apple (50%) drive Coca-Cola Red M&M’s this image. McDonald’s Doritos Looking at authenticity Mars Pepsi and realness, especially Apple Technology Apple Nintendo (57%), Coca-Cola Sony (52%) and Converse Microsoft Allstars (51%) are HP Dell doing a great job. Personal Care / Lynx Axe Both measures are a Gilette Nivea clear mirror image Dove of each other, which is L’Oreal not the case when Gen Yers had to evaluate Mobile iPhone Samsung themselves. Sony Eric. NokiaN = 261 / F = No Belgium Belgium Averagecross studied countiries Average cross studied countries
  32. // THE 3 MOST CREDIBLE INFORMATION SOURCESQ: In your opinion, what is the most credible source for you to obtain information about a certain brand / product? 0% 5% 10% 15% 20% 25% 30% 35% 40% Online pages about the brand 18% (e.g. forum, blog, etc.) My friends 17% Brand’s consumers 16% Corporate website 9% The brand itself 6% My parents 5% A journalist 4% Brand’s marketers 4% Shop employee 3% Advertising 3% My partner 2% A competitive brand Peer-2-peer communication between friends (17%) and consumers (16%) Social network pages about the brand are definitely credible sources when it comes to product information. Online pages like blogs and fora (18%) are seen as more credible than social network pages Other source 3% about the brand (1%). Brand pages and brand groups on Facebook and other social networks, have clearly less impact on the consumer’s mind. None of the above 8% Belgium Average cross studied countriesN = 261 / F = No
  33. // MIRROR, MIRROR ON THE WALL Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present yourself differently in each of the following situations? In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment, when being surrounded by their partner (73%), friends (71%) and parents (65%). At the same time, this means that 1 out of 4 Millennials can only be his/her true self when being alone! A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself. SOMEONE ELSE SOMEONE ELSE MYSELF MYSELFSE MYSELF 7% 73%7% With partner 73% 7% 73% 12% 71%% With my friends 71% 12% 71% 10% 65%% With parents 65% 10% 65% 6% 64%% At pharmacy 64% 6% 64% 9% 60% At medical check-up 60% 9% 60% 16% 57% At school/work 57% 16% 57% 10% 57% At hairdresser 57% 10% 57% 17% 54% Online social network 54% 17% 54% 18% 51% People with a lower status 51% 18% 51% 23% 50% At a party 50% 23% 50% 25% 48% At (future) parents-in-law 48% 25% 48% 28% 44% When by the police 44% 28% 44% 23% 44% With my boss / teacher 44% 23% 44% 30% 42% People with a higher status 42% 30% 42% 32% 38% Job application 38% 32% 38% 34% 34% Flirting (not own partner) 34% 34% 34% Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO 2N > 180Neutral 3 - / F = Only ifaverage / 2 applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest
  34. // Hot takeawaysAbout 80% Belgian Gen Yers believe they’re honest andreliable though only 1 out of 5 sees oneself as real andauthentic. Looking at authenticity and realness,especially Apple (57%), Coca-Cola (52%) and ConverseAllstars (51%) are doing a great job. Technology, mobileand personal care brands are seen as morehonest/reliable and authentic/real. Especially Nivea(53%) and Apple (50%) drive this image.
  35. //SWEDEN
  36. // 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%
  37. // AUTHENTIC & HONEST Gen YersQ: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am... 4 out of 5 Swedish Gen Yers believe they’re honest and reliable. Though only a 1 out of 4 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. 100% 100% 75% 75% 50% 50% 25% 25%N = 257 / F = No Sweden Average cross studied countries

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