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whY i'm unique? (by Generation Y around the world)
// COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY
 STUDY in 16 COUNTRIES WORLDWIDE

 4.056 consumers (15 – 25 y.o.), representative total country population.
 Data collected on proprietary research panels from InSites Consulting.
 To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure.
 Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.
IN THIS INTERNATIONAL STUDY WE’VE FOCUSSED ON UNIQUENESS

In this report you‟ll find out everything you need to know about what Uniqueness means for Generation Y.
In the coming months we‟ll focus on other Gen Y related topics separately. So follow us on Twitter, read the
updates on our website and watch our SlideShare for new presentations.

Saw some cool stuff you want to discuss? Contact us! Joeri.vandenbergh@insites.eu. But above all, start
listening to Generation Y!
THIS REPORT SHARES THE DETAILED RESULTS
FOR


-   United States     -   Italy
-   United Kingdom    -   India
-   The Netherlands   -   Germany
-   Sweden            -   France
-   Spain             -   Denmark
-   Russia            -   China
-   Romania           -   Brazil
-   Poland            -   Belgium
Joeri Van den Bergh
Gen Y expert and author of ‘How Cool Brands Stay Hot’


Hear the key take-aways first hand from author
Joeri Van den Bergh in a workshop or presentation.
More information on
www.howcoolbrandsstayhot.com/speech




         +32 496 232 919


         joeri@insites-consulting.com


         @joeri_insites


         www.linkedin.com/in/joerivandenbergh
//GLOBAL
Gen Y, a.k.a. the millennial generation, boys and
girls between 15-30, is increasingly entering the
job market. Since they are globally a bigger
cohort than their predecessors (Gen X), their
influence on society, politics and business the
next decades will be higher and comparable to
the influential Babyboomer generation.

But this new active generation feels that they are
not taken serious at this point. Not only by
politicians and the government but also by
corporations and brands.
// Hot takeaways
The big majority of Millennials find themselves unique.
Russian (74%), Romanian (78%) and especially Brazilian
(80%) Yers are absolutely convinced that they‟re truly
unique. This perception is mainly driven by the things
they say to others, the clothes they wear and the music
they‟re listening to. In the BRIC countries, the (future)
profession is as important to be unique. In India and
Russia, brands one uses, are important to be distinctive
as well. Especially Apple and Converse Allstars score
well on this CRUSH value.

Across the globe, besides being a good friend, values
like kindness, reliability and honesty are very important.
In Brazil, Poland and Romania, being smart is at least as
important!
//UNITED
STATES
// 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%
// FINDING NEO
Q: First of all we would like to know how unique you find yourself? I am...




                                                                         69   % of the American Yers
                                                                              think they’re unique!

                                                                                     100%

                                                                                        75%

                                                                                            50%

                                                                                                  25%




   USA             Average cross studied countries
N = 251 / F = No
// UNIQUEST BRANDS ON EARTH
Q: And how unique do you find the following brands / products?




                                             0%   10%      20%   30%   40%   50%   60%   70%   80%   90%   100%


   Clothing                         H&M
                                    Zara
                                  Levi‟s
                                  Diesel
               Abercrombie & Fitch (A&F)
                        Tommy Hilfiger

   Sports                Converse Allstars
                                   Puma
                                     Nike
                                  Adidas
                                                                                                                   Within the research categories, the
   Food & Drinks                  M&M‟s
                                 Doritos                                                                          perceived uniqueness of brands
                                   Mars
                               Coca-Cola                                                                           can differ a lot. Overall winners are
                                Red Bull
                              McDonald‟s
                                                                                                                    Apple (75%) and its sub brand
                                   Pepsi                                                                          iPhone (64%), Sony (53%) and
    Technology                      Apple
                                    Sony
                                                                                                                    Nintendo (52%), Microsoft
                                 Nintendo                                                                          (51%), and Converse Allstar
                                 Microsoft
                                      Dell                                                                                       (51%).
                                      HP

   Personal Care               Axe / Lynx
                                   Nivea
                                    Dove
                                  Gilette
                                 L‟Oreal

   Mobile                         iPhone
                               Samsung
                            Sony Ericsson
                                    Nokia



 Belgium
  USA              Averagecross studied countiries
                   Average cross studied countries
N = 251 / F = No
// REMEMBER ME AS…
Q: Sooner or later we’re all going to die... but we’ll live on in the memories of our friends, families, former colleagues / classmates, neighbours and many others! How should those people
remember you? What makes you as a person truly unique?


                                                         0%     10%      20%        30%       40%        50%

                                     ...a good friend     30%
                                  ...a caring person      22%
                                     ...a kind person     22%
                                 ...an honest person      22%
                                   ...a smart person      21%
                                    ...a hard worker      20%
                                 ...a reliable person     16%
                      ...an original / creative person    16%
                                   ...a funny person      16%
                                  ...a happy person       15%
                                  ...a true soul mate     13%
                                  ...a unique person      12%
                              ...an authentic person      10%
               ...a successful businessman/woman          9%
                         ...a sexy / beautiful person
                               ...a perfect mom/dad
                                     ...a cool person
      ...a socially and ecologically engaged person
                                 ...a popular person
                                 ...a famous person
                                                                                                             Millennials want to be remembered as a lovely person who was a
                                   ...a cosmopolitan
                     Someone else, please specify:
                                                                                                              good friend (30%) and a caring (22%), kind (22%) and
                                 None of the above
                                                                                                                  honest (22%) person. The last thing they want, is being
                                                                                                                    remembered as a famous person and/or cosmopolitan.
N = 251 / F = No     USA       Average cross studied countries
// Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, …
   Q: To what extent do you want to be unique when it comes to... ?

                   American Gen Yers want to stand out by powerful words (42%) and a unique clothing style (37%). Again, the economical
                   aspirations pop-up, as 1 out of 3 Millennials wants to be unique in their profession (36%) and the company they(„ll be)
                   work(ing) for (32%). The lack of interested in politics is again confirmed: Only a small                                            minority (11%) wants to be
                                                          unique in the political ideology they believe in.

                               SOMEONE ELSE NOT UNIQUE                                                       MYSELF                                    UNIQUE
                              MYSELF
                       ...the things you say to others             7%                              11%                        73%                             53%
                                          73%
                       ...the clothes you wear                 12%                                                         71%
                                                                                                   11%                                                        51%
                                         71%
                       ...your hobbies                        10%                                                         65%
                                                                                                   11%                                                        51%
                                       65%
                       ...the music you listen to               6%                                                         64%
                                         64%                                                       11%                                                        50%
                                                              9%                                                         60%
                       ...your profession                                                           8%                                                        50%
                                      60%
                                                          16%                                                           57%
                       ...the cities/countries you visit                                          14%                                                        46%
                                     57%
                       ...the company you work for (or will be working
                                                         10%                                                            57%
                       for in the future)
                                      57%                                                         12%                                                        44%
                                                         17%                                                        54%
                       ...your body
                                  54%                                                        17%                                                        41%
                                                        18%                                                        51%
                       ...the bars,51%
                                    restaurants, museums, etc. you visit                     15%                                                        39%
                                                      23%                                                         50%
                                  50%
                       ...the things you share online
                                                   25%                                       18%                  48%                                   38%
                                 48%
                       ...the text messages you send to friends
                                                    28%                                      19%              44%                                       37%
                                44%
                       ...the brands you use         23%                                     14%                  44%                                   36%
                                 44%
                       ...the food you eat         30%                                      18%              42%                                       35%
                               42%
                       ...your hairstyle         32%                                        20%             38%                                        33%
                             38%
                       ...the political ideology34% believe in
                                                 you                                        20%
                                                                                                            34%
                                                                                                                                                       32%
                            34%
           Rest     BOT 2     1 - I do not want to be unique at all      2    3 - Neutral     average / 2     4         5 - I want to be very unique     TOP 2      Rest
3 - Neutral / F average / 2
    N = 251     = No          4      5 - I want to be very unique       TOP 2      Rest
// LOOK INTO MY EYES
Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the most proud of.


                      TOP 5                                                                                                                                     TOP 5
                       MEN                                                                                                                                     WOMEN




             Eyes    34%                                                                                                                                       48%            Eyes




              Hair   22%                                                                                                                                       36%            Hair




             Skin    14%                                                                                                                                       18%            Breasts / Cleavage




     Private parts   14%                                                                                                                                       18%            Mouth teeth




     Mouth / teeth   13%                                                                                                                                       17%            Skin




N = 251 / F = No
// HER FAVOURITE BODY PARTS
 Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of.




                                              0%          10%             20%             30%             40%            50%             60%             70%

                                  My eyes          48%

                                   My hair         36%

                    My breasts / cleavage          18%

                         My mouth / teeth          18%

                                   My skin         17%

                       My face in general          13%

                        My hands / wrists          12%

                              My buttocks          11%

                       My belly / stomach          9%

                                  My arms          9%

                            My lower legs          8%

                         My fingers / nails        7%

                                   My feet         6%

                           My upper legs           3%

                               My cheeks           3%

                         My private parts          2%

                            My shoulders
                                 My chest
                    My muscles in general
                                   My ears
                                  My neck
                                  My back
                                   My toes
                               My ankles
                          My belly button
           Something else, please specify:
                I‟m not proud of anything          4%

                  I‟m proud of everything!         7%
70%




 N = 121
                           USA      Average cross studied countries
 5 / F = If female
0%
// IF SHE WAS GOD…
 Q: Suppose you were God and you could make changes to your body. Which body parts would like to change?




                                               0%         10%          20%          30%            40%     50%   60%   70%

                         My belly / stomach         46%

                             My upper legs          29%

                               My buttocks          19%

                     My breasts / cleavage          18%

                                     My skin        15%

                          My mouth / teeth          11%

                                     My hair        10%

                                    My arms         8%

                                     My feet        6%

                             My lower legs          6%

                           My private parts         4%

                         My face in general         4%

                                My cheeks           4%

                                     My toes        3%

                              My shoulders          3%

                    My muscles in general           2%

                                   My chest
                                    My back
                          My fingers / nails
                                     My ears
                                    My neck
                          My hands / wrists
                                    My eyes
                            My belly button
                                 My ankles
           Something else, please specify:
                         None of the above          12%

         I would like to change everything!         4%
70%




 N = 125 / F = If female   USA       Average cross studied countries
0%
// COSMETIC SURGERY
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what
extent would you consider undergoing plastic surgery to do this?


                                                                                                                                               Female

                                                                                     What would you change?

                                                                                                                                                         7%
                                                                                                                                            15%




                                                                                                                                                       78%
                                                                                                                                             53%                                   20%




                                                                                                                               Everything        Something       Nothing
                                                                                                                              N = 125 / F = If female
                                                                                                                                                                         TOP 2%



                                                                                         Consider surgery?              21%       25%        24%       18% 12%       40% 24%

                                                                                                                      N = 110 / F = If ‘everything’ or ‘something’
                                                                                                                        1 - I would notconsider this at all          2
                                                                                                                        3 - Neutral                                  4
                                                                                                                        5 - I would definitely consider this


                                                                                     3 out of 4          female Gen Yers would consider to    change at least
                                                                                     something           about their body! Of those, 2 out of 5 does not say no to
                                                                                     cosmetic surgery.
// HIS FAVOURITE BODY PARTS
      Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of.




                                                   0%          10%             20%             30%            40%             50%             60%             70%

                                       My eyes          34%

                                        My hair         22%

                                        My skin         14%

                              My private parts          14%

                              My mouth / teeth          13%

                            My face in general          10%

                            My belly / stomach          9%

                              My fingers / nails        8%

                             My hands / wrists          7%

                                 My shoulders           7%

                                      My chest          7%

                                       My arms          6%

                                   My buttocks          6%

                                        My feet         6%

                         My muscles in general          6%

                                        My ears         5%

                                My upper legs
                                       My neck
                                 My lower legs
                                        My toes
                                    My cheeks
                                       My back
                                    My ankles
                               My belly button
                         My breasts / cleavage
                Something else, please specify:
                     I‟m not proud of anything          7%

                       I‟m proud of everything!         21%
70%




      N = 125 / F = If male   USA     Average cross studied countries
0%
// IF HE WAS GOD…
 Q: Suppose you were God and you could make changes to your body. Which body parts would like to change?




                                               0%         10%          20%          30%            40%     50%   60%   70%

                    My muscles in general           18%

                         My belly / stomach         18%

                          My mouth / teeth          14%

                                   My chest         14%

                         My face in general         12%

                                     My skin        11%

                             My upper legs          8%

                                     My hair        8%

                                    My arms         8%

                                     My feet        8%

                           My private parts         8%

                                     My toes        7%

                          My fingers / nails        7%

                          My hands / wrists         6%

                                    My back         5%

                               My buttocks          4%

                                     My ears
                             My lower legs
                                    My eyes
                                My cheeks
                                    My neck
                                 My ankles
                              My shoulders
                     My breasts / cleavage
                            My belly button
           Something else, please specify:
                         None of the above          27%

         I would like to change everything!         6%
70%




 N = 125 / F = If male     USA       Average cross studied countries
0%
// COSMETIC SURGERY
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what
extent would you consider undergoing plastic surgery to do this?


                                                                                                                                                 Male

                                                                                     What would you change?

                                                                                                                                                       6%

                                                                                                                                       27%




                                                                                                                                                           67%
                                                                                                                                              53%                                   20%




                                                                                                                               Everything       Something           Nothing
                                                                                                                              N = 125 / F = If male
                                                                                                                                                                           TOP 2%


                                                                                                                               48%           17%     17% 13%
                                                                                         Consider surgery?                                                            19% 23%

                                                                                                                      N = 91 / F = If ‘everything’ or ‘something’
                                                                                                                        1 - I would notconsider this at all            2
                                                                                                                        3 - Neutral                                    4
                                                                                                                        5 - I would definitely consider this


                                                                                     1 out of 4    male Gen Yers are happy about their body and would not like
                                                                                     to change something about their body. Of those who would like to change at
                                                                                     least something, 19% would consider plastic surgery.
// Hot takeaways
69% of the American Yrs considers themselves to be
unique. They want to be unique in the things they say
(53%), the clothes they wear (51%) & their hobbies
(51%). 14% does not want to be unique in the brands
they use. If they would, they‟ll probably use H&M (45%)
or Zara (39%) as clothing brands, Converse Allstars
(51%) as a sports brand to be unique in what they wear.
Eat M&M‟s (50%) and drink Coca-Cola (40%) or Red Bull
(35%), while using Apple technology (75%).

Above all, American Yers want to be remembered as a
good friend (30%) and a caring (22%), loving (22%) &
honest (22%) person.
//UNITED
KINGDOM
// 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%
// FINDING NEO
Q: First of all we would like to know how unique you find yourself? I am...




                                                                         55   % of the UK Yers think
                                                                              they’re unique!

                                                                                      100%

                                                                                         75%

                                                                                             50%

                                                                                                   25%




   UK                   Average cross studied countries
N = 249 / F = No
// UNIQUEST BRANDS ON EARTH
Q: And how unique do you find the following brands / products?




                                           0%       10%      20%   30%   40%   50%   60%   70%   80%   90%   100%


                                      Levi‟s
   Clothing Abercrombie & Fitch (A&F)
                                      Zara
                                   Diesel
                             Tommy Hilfiger
                                     H&M

                          Converse Allstars
   Sports                             Nike
                                   Adidas
                                    Puma
                                                                                                                     Within the research categories, the
                                  Red Bull
   Food & Drinks                 Coca-Cola                                                                          perceived uniqueness of brands
                                    M&M‟s                                                                            can differ a lot. Overall winners are
                                    Doritos
                                     Mars                                                                             Apple (63%) and its sub brand
                                McDonald‟s
                                     Pepsi                                                                           iPhone (60%), followed at close
                                      Apple                                                                            foot by Nintendo (59%).
    Technology                     Nintendo
                                   Microsoft                                                                        Within the category of „food & drinks‟,
                                       Sony                                                                          Coca-Cola‟s and Red Bull are the
                                        Dell
                                         HP                                                                            leading brands on uniqueness.

   Personal Care                    Gilette
                                     Nivea
                                      Dove
                                   L‟Oreal
                                 Axe / Lynx

   Mobile                            Nokia
                                   iPhone
                                 Samsung
                             Sony Ericsson



   UK Belgium         Average cross studied countries
                      Average cross studied countiries
N = 249 / F = No
// REMEMBER ME AS…
                      Q: Sooner or later we’re all going to die... but we’ll live on in the memories of our friends, families, former colleagues / classmates, neighbours and many others! How should those people
                      remember you? What makes you as a person truly unique?

                                                                                                                                                                                                                   0%                                            10%                                                20%   30%   40%   50%

                                                                                                                                                  ...a good friend                                                                 34%

                                                                                                                                               ...a caring person                                                                  28%

                                                                                                                                       ...an honest person                                                                         23%

                                                                                                                                                 ...a kind person                                                                  21%

                                                                                                                                               ...a happy person                                                                   18%

                                                                                                                                                ...a funny person                                                                  17%

                                                                                                                                          ...a reliable person                                                                     15%

                                                                                                                   ...an original / creative person                                                                                15%

                                                                                                                                               ...a true soul mate                                                                 14%

                                                                                                                                                ...a smart person                                                                  11%

                                                                                                                                                 ...a hard worker                                                                  11%

                                                                                                                                               ...a unique person                                                                  10%
                          20%




                                                                                     17%




                                                                                                                                  15%
22%




                                                  18%




                                                                                                                      17%




                                                                                                                                                   15%

                                                                                                                                                                                 14%

                                                                                                                                                                                                             11%

                                                                                                                                                                                                                                    9%

                                                                                                                                                                                                                                                                  7%

                                                                                                                                                                                                                                                                                 7%


                                                                                                                                 ...an authentic person                                                                            10%

                                                                                   ...a successful businessman/woman                                                                                                               9%
                                                                                                                      Shopping




                                                                                                                                                                                                             Going to the cinema
Watching 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...)




                                                                                                                                  ...a perfect mom/dad

                                                                                                                        ...a sexy / beautiful person

                                                                                                                                                 ...a cool person

                                         ...a socially and ecologically engaged person

                                                                                                                                          ...a famous person

                                                                                                                                         ...a popular person

                                                                                                                                                ...a cosmopolitan                                                                                                                                                                      Millennials want to be remembered as a lovely person who was a
                                                                                                                   Someone else, please specify:                                                                                                                                                                                       good friend (34%) and a caring (28%) and honest (23%)
                                                                                                                                           None of the above
                                                                                                                                                                                                                                                                                                                                       person. The last thing they want, is being remembered as popular
                                                                                                                                                                                                                                                                                                                                                                 and/or famous.
                        UK      Average cross studied countries
                      N = 249 / F = No
// Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, …
   Q: To what extent do you want to be unique when it comes to... ?



                UK Gen Yers want to stand out by their things                           they say to others (47%) and a hobbies (34%). The lack of interest in
                              politics is again confirmed, moreover Uk Yers also don‟t want to be remembered from the food they eat.

                               SOMEONE ELSE                                                                 MYSELF
                              MYSELF   NOT UNIQUE                                                                                      UNIQUE

  ...the things you say to others                                   7%                                                       73%
                                           73%                                      11%                                                       47%
                                                               12%                                                        71%
  ...your hobbies
                                         71%                                      14%                                                       45%
                                                              10%                                                        65%
  ...your profession                    65%                                        10%                                                       45%
                                                                6%                                                        64%
  ...the cities/countries you visit     64%
                                                               9%                  10%                                  60%                  43%
  ...the music you listen to           60%
                                                     16%                 16%                                           57%                  42%
                                   57% be working for in the future)
  ...the company you work for (or will
                                                      10%                  9%                                          57%                   40%
  ...the clothes you wear           57%
                                                    17%                 19%                                        54%                   39%
                                  54%
  ...the text messages you send to friends         18%                 17%                                        51%                    35%
                                 51%
                                                 23%
  ...the bars, restaurants, museums, etc. you visit                    15%                                       50%                     33%
                                50%
  ...the things you share online                25%                                                              48%
                                                                       15%                                                              32%
                               48%
                                               28%                                                           44%
  ...the brands you use                                               18%                                                              31%
                              44%
                                                23%                                                              44%
  ...your body                                                        18%                                                              30%
                               44%
                                              30%                                                           42%
  ...your hairstyle          42%                                     20%                                                              29%
                                            32%                                                            38%
  ...the political ideology 38% believe in
                            you                                     20%                                                               27%
                                           34%                                                             34%
  ...the food you eat 34%                                           19%                                                               26%
           Rest     BOT 2      1 - I do not want to be unique at all      2    3 - Neutral   average / 2     4         5 - I want to be very unique   TOP 2   Rest
3 - Neutral / F average / 2
    N = 249     = No           4      5 - I want to be very unique       TOP 2      Rest
// LOOK INTO MY EYES
Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the most proud of.


                      TOP 5                                                                                                                                     TOP 5
                       MEN                                                                                                                                     WOMEN




             Eyes    27%                                                                                                                                       42%            Eyes




          Nothing    20%                                                                                                                                       28%            Hair




              Hair   18%                                                                                                                                       20%            Breasts / Cleavage




             Skin    14%                                                                                                                                       16%            Belly




          Muscles    13%                                                                                                                                       16%            Mouth / teeth




N = 249 / F = No
// HER FAVOURITE BODY PARTS
                      Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of.




                                                                                                                                                                                                                              0%                                                 10%                                 20%   30%   40%   50%   60%   70%

                                                                                                                                                                                   My eyes                                          42%

                                                                                                                                                                                               My hair                              29%

                                                                                                                                My breasts / cleavage                                                                               20%

                                                                                                                                              My belly / stomach                                                                    15%

                                                                                                                                               My mouth / teeth                                                                     15%

                                                                                                                                                                My lower legs                                                       12%

                                                                                                                                               My hands / wrists                                                                    11%

                                                                                                                                                                                            My skin                                 11%

                                                                                                                                                                                       My ears                                      11%

                                                                                                                                               My fingers / nails                                                                   10%

                                                                                                                                                                               My buttocks                                          10%

                                                                                                                                                                                  My arms                                           8%

                                                                                                                              I‟m not proud of anything                                                                             7%

                                                                                                                               I‟m proud of everything!                                                                             7%
                         20%




                                                                                  17%




                                                                                                                                 15%
22%




                                                 18%




                                                                                                                   17%




                                                                                                                                                 15%

                                                                                                                                                                                  14%

                                                                                                                                                                                                              11%




                                                                                                                                              My face in general                                                                    7%
                                                                                                                                                                                                                                     9%

                                                                                                                                                                                                                                                                  7%

                                                                                                                                                                                                                                                                                  7%



                                                                                                                                                                                   My back                                          6%

                                                                                                                                                                                               My feet                              6%
                                                                                                                   Shopping




                                                                                                                                                                                                              Going to the cinema
Watching 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...)




                                                                                                                Something else, please specify:                                                                                     5%

                                                                                                                                                                                   My neck                                          5%

                                                                                                                                                                                My ankles
                                                                                                                                                My private parts
                                                                                                                                                                                My cheeks
                                                                                                                                                                                 My chest
                                                                                                                                                           My upper legs
                                                                                                                                                 My belly button
                                                                                                                                                                     My shoulders
                                                                                                                                My muscles in general                                                                               0%

                                                                                                                                                                                         My toes


                       UK                        Average cross studied countries
                      N = 122/ F = If female
// IF SHE WAS GOD…
                      Q: Suppose you were God and you could make changes to your body. Which body parts would like to change?




                                                                                                                                                                                                                          0%                                                  10%                                 20%   30%   40%   50%   60%   70%

                                                                                                                                           My belly / stomach                                                                    37%

                                                                                                                                                       My upper legs                                                             37%

                                                                                                                                                                                        My skin                                  20%

                                                                                                                              My breasts / cleavage                                                                              18%

                                                                                                                                                            My lower legs                                                        14%

                                                                                                                                            My mouth / teeth                                                                     12%

                                                                                                                                                                            My buttocks                                          11%

                                                                                                                                                                                           My hair                               9%

                                                                                                                                           My face in general                                                                    8%

                                                                                                                                                                               My arms                                           7%

                                                                                                                Something else, please specify:                                                                                  6%

                                                                                                                                                                                     My toes                                     6%

                                                                                                                                                                                           My feet                               5%

                                                                                                                                             My private parts                                                                    5%
                         20%




                                                                                  17%




                                                                                                                               15%
22%




                                                 18%




                                                                                                                   17%




                                                                                                                                              15%

                                                                                                                                                                               14%

                                                                                                                                                                                                           11%

                                                                                                                                                                                                                                  9%

                                                                                                                                                                                                                                                               7%

                                                                                                                                                                                                                                                                               7%


                                                                                                                                            My hands / wrists                                                                    4%

                                                                                                                                            My fingers / nails                                                                   4%
                                                                                                                   Shopping




                                                                                                                                                                                                           Going to the cinema
Watching 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...)




                                                                                                                                                                                   My ears
                                                                                                                                                                               My eyes
                                                                                                                                                                               My back
                                                                                                                                                                 My shoulders
                                                                                              I would like to change everything!
                                                                                                                                              My belly button
                                                                                                                              My muscles in general
                                                                                                                                                                             My ankles
                                                                                                                                                                              My chest
                                                                                                                                                                               My neck
                                                                                                                                                                             My cheeks                                           1%




                       UK                        Average cross studied countries
                      N = 122/ F = If female
// COSMETIC SURGERY
Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what
extent would you consider undergoing plastic surgery to do this?


                                                                                                                                               Female

                                                                                     What would you change?

                                                                                                                                                           2%
                                                                                                                                             12%




                                                                                                                                             53%       85%                         20%




                                                                                                                               Everything        Something       Nothing
                                                                                                                              N = 122 / F = If female
                                                                                                                                                                        TOP 2%


                                                                                                                           40%         14%     21%      19%
                                                                                         Consider surgery?                                                         25% 24%

                                                                                                                      N = 72F = If ‘everything’ or ‘something’
                                                                                                                        1 - I would notconsider this at all         2
                                                                                                                        3 - Neutral                                 4
                                                                                                                        5 - I would definitely consider this


                                                                                     72% female Gen                Yers would consider to             change at least
                                                                                     something about      their body! Of those,                 1 out of 4 females does
                                                                                     consider cosmetic surgery.
// HIS FAVOURITE BODY PARTS
                      Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of.




                                                                                                                                                                                                                               0%                                                    10%                                 20%   30%   40%   50%   60%   70%

                                                                                                                                                                                     My eyes                                         27%

                                                                                                                              I‟m not proud of anything                                                                              20%

                                                                                                                                                                                                 My hair                             18%

                                                                                                                                                                                              My skin                                14%

                                                                                                                                My muscles in general                                                                                13%

                                                                                                                                                                                  My arms                                            10%

                                                                                                                               I‟m proud of everything!                                                                              10%

                                                                                                                                              My face in general                                                                     10%

                                                                                                                                                My private parts                                                                     10%

                                                                                                                                               My mouth / teeth                                                                      9%

                                                                                                                                                                       My shoulders                                                  9%

                                                                                                                                                              My upper legs                                                          7%

                                                                                                                                                                                                 My feet                             6%

                                                                                                                                              My belly / stomach                                                                     6%

                                                                                                                                               My hands / wrists                                                                     6%
                         20%




                                                                                  17%




                                                                                                                                 15%
22%




                                                 18%




                                                                                                                   17%




                                                                                                                                                 15%

                                                                                                                                                                                  14%

                                                                                                                                                                                                              11%

                                                                                                                                                                                                                                         9%

                                                                                                                                                                                                                                                                      7%

                                                                                                                                                                                                                                                                                      7%



                                                                                                                                                                   My lower legs                                                     6%

                                                                                                                                                                               My buttocks                                           6%
                                                                                                                   Shopping




                                                                                                                                                                                                              Going to the cinema
Watching 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...)




                                                                                                                                               My fingers / nails                                                                   4%

                                                                                                                                                                                My cheeks                                           4%

                                                                                                                                                                                 My chest
                                                                                                                                                                                           My toes
                                                                                                                                                                                          My ears
                                                                                                                                                                                     My back
                                                                                                                                                                                My ankles
                                                                                                                                                                                     My neck
                                                                                                                                My breasts / cleavage
                                                                                                                Something else, please specify:                                                                                      0%

                                                                                                                                                 My belly button


                       UK                        Average cross studied countries
                      N = 127/ F = If male
// IF HE WAS GOD…
                      Q: Suppose you were God and you could make changes to your body. Which body parts would like to change?



                                                                                                                                                                                                                           0%                                                 10%                                 20%   30%   40%   50%   60%   70%

                                                                                                                              My muscles in general                                                                              25%

                                                                                                                                           My belly / stomach                                                                    20%

                                                                                                                                                                                            My hair                              16%

                                                                                                                                           My face in general                                                                    14%

                                                                                                                                                                                            My feet                              10%

                                                                                                                                             My private parts                                                                    10%

                                                                                                                                                                                         My skin                                 9%

                                                                                               I would like to change everything!                                                                                                9%

                                                                                                                                            My mouth / teeth                                                                     8%

                                                                                                                                                                                      My toes                                    6%

                                                                                                                                                                                     My ears                                     6%

                                                                                                                                                                              My chest                                           6%

                                                                                                                                                         My upper legs                                                           5%

                                                                                                                                                                            My buttocks                                          5%

                                                                                                                                            My fingers / nails                                                                   5%
                         20%




                                                                                  17%




                                                                                                                              15%
22%




                                                 18%




                                                                                                                   17%




                                                                                                                                              15%

                                                                                                                                                                               14%

                                                                                                                                                                                                           11%




                                                                                                                                                                             My ankles
                                                                                                                                                                                                                                  9%

                                                                                                                                                                                                                                                               7%

                                                                                                                                                                                                                                                                               7%


                                                                                                                                                                                                                                 5%

                                                                                                                                                                               My arms
                                                                                                                   Shopping




                                                                                                                                                                                                           Going to the cinema
Watching 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...)




                                                                                                                                                                                My back
                                                                                                                                                                             My cheeks
                                                                                                                Something else, please specify:
                                                                                                                                                                                My eyes
                                                                                                                                                                                My neck
                                                                                                                                                              My lower legs
                                                                                                                                            My hands / wrists
                                                                                                                                                                  My shoulders
                                                                                                                                              My belly button
                                                                                                                              My breasts / cleavage                                                                              0%




                       UK                        Average cross studied countries
                      N = 127/ F = If male
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
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whY i'm unique? (by Generation Y around the world)
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whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)
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whY i'm unique? (by Generation Y around the world)
whY i'm unique? (by Generation Y around the world)

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whY i'm unique? (by Generation Y around the world)

  • 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. IN THIS INTERNATIONAL STUDY WE’VE FOCUSSED ON UNIQUENESS In this report you‟ll find out everything you need to know about what Uniqueness means for Generation Y. In the coming months we‟ll focus on other Gen Y related topics separately. So follow us on Twitter, read the updates on our website and watch our SlideShare for new presentations. Saw some cool stuff you want to discuss? Contact us! Joeri.vandenbergh@insites.eu. But above all, start listening to Generation Y!
  • 4. THIS REPORT SHARES THE DETAILED RESULTS FOR - United States - Italy - United Kingdom - India - The Netherlands - Germany - Sweden - France - Spain - Denmark - Russia - China - Romania - Brazil - Poland - Belgium
  • 5. Joeri Van den Bergh Gen Y expert and author of ‘How Cool Brands Stay Hot’ Hear the key take-aways first hand from author Joeri Van den Bergh in a workshop or presentation. More information on www.howcoolbrandsstayhot.com/speech +32 496 232 919 joeri@insites-consulting.com @joeri_insites www.linkedin.com/in/joerivandenbergh
  • 7. Gen Y, a.k.a. the millennial generation, boys and girls between 15-30, is increasingly entering the job market. Since they are globally a bigger cohort than their predecessors (Gen X), their influence on society, politics and business the next decades will be higher and comparable to the influential Babyboomer generation. But this new active generation feels that they are not taken serious at this point. Not only by politicians and the government but also by corporations and brands.
  • 8. // Hot takeaways The big majority of Millennials find themselves unique. Russian (74%), Romanian (78%) and especially Brazilian (80%) Yers are absolutely convinced that they‟re truly unique. This perception is mainly driven by the things they say to others, the clothes they wear and the music they‟re listening to. In the BRIC countries, the (future) profession is as important to be unique. In India and Russia, brands one uses, are important to be distinctive as well. Especially Apple and Converse Allstars score well on this CRUSH value. Across the globe, besides being a good friend, values like kindness, reliability and honesty are very important. In Brazil, Poland and Romania, being smart is at least as important!
  • 10. // 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%
  • 11. // FINDING NEO Q: First of all we would like to know how unique you find yourself? I am... 69 % of the American Yers think they’re unique! 100% 75% 50% 25% USA Average cross studied countries N = 251 / F = No
  • 12. // UNIQUEST BRANDS ON EARTH Q: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing H&M Zara Levi‟s Diesel Abercrombie & Fitch (A&F) Tommy Hilfiger Sports Converse Allstars Puma Nike Adidas Within the research categories, the Food & Drinks M&M‟s Doritos perceived uniqueness of brands Mars Coca-Cola can differ a lot. Overall winners are Red Bull McDonald‟s Apple (75%) and its sub brand Pepsi iPhone (64%), Sony (53%) and Technology Apple Sony Nintendo (52%), Microsoft Nintendo (51%), and Converse Allstar Microsoft Dell (51%). HP Personal Care Axe / Lynx Nivea Dove Gilette L‟Oreal Mobile iPhone Samsung Sony Ericsson Nokia Belgium USA Averagecross studied countiries Average cross studied countries N = 251 / F = No
  • 13. // REMEMBER ME AS… Q: Sooner or later we’re all going to die... but we’ll live on in the memories of our friends, families, former colleagues / classmates, neighbours and many others! How should those people remember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 30% ...a caring person 22% ...a kind person 22% ...an honest person 22% ...a smart person 21% ...a hard worker 20% ...a reliable person 16% ...an original / creative person 16% ...a funny person 16% ...a happy person 15% ...a true soul mate 13% ...a unique person 12% ...an authentic person 10% ...a successful businessman/woman 9% ...a sexy / beautiful person ...a perfect mom/dad ...a cool person ...a socially and ecologically engaged person ...a popular person ...a famous person Millennials want to be remembered as a lovely person who was a ...a cosmopolitan Someone else, please specify: good friend (30%) and a caring (22%), kind (22%) and None of the above honest (22%) person. The last thing they want, is being remembered as a famous person and/or cosmopolitan. N = 251 / F = No USA Average cross studied countries
  • 14. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? American Gen Yers want to stand out by powerful words (42%) and a unique clothing style (37%). Again, the economical aspirations pop-up, as 1 out of 3 Millennials wants to be unique in their profession (36%) and the company they(„ll be) work(ing) for (32%). The lack of interested in politics is again confirmed: Only a small minority (11%) wants to be unique in the political ideology they believe in. SOMEONE ELSE NOT UNIQUE MYSELF UNIQUE MYSELF ...the things you say to others 7% 11% 73% 53% 73% ...the clothes you wear 12% 71% 11% 51% 71% ...your hobbies 10% 65% 11% 51% 65% ...the music you listen to 6% 64% 64% 11% 50% 9% 60% ...your profession 8% 50% 60% 16% 57% ...the cities/countries you visit 14% 46% 57% ...the company you work for (or will be working 10% 57% for in the future) 57% 12% 44% 17% 54% ...your body 54% 17% 41% 18% 51% ...the bars,51% restaurants, museums, etc. you visit 15% 39% 23% 50% 50% ...the things you share online 25% 18% 48% 38% 48% ...the text messages you send to friends 28% 19% 44% 37% 44% ...the brands you use 23% 14% 44% 36% 44% ...the food you eat 30% 18% 42% 35% 42% ...your hairstyle 32% 20% 38% 33% 38% ...the political ideology34% believe in you 20% 34% 32% 34% Rest BOT 2 1 - I do not want to be unique at all 2 3 - Neutral average / 2 4 5 - I want to be very unique TOP 2 Rest 3 - Neutral / F average / 2 N = 251 = No 4 5 - I want to be very unique TOP 2 Rest
  • 15. // LOOK INTO MY EYES Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the most proud of. TOP 5 TOP 5 MEN WOMEN Eyes 34% 48% Eyes Hair 22% 36% Hair Skin 14% 18% Breasts / Cleavage Private parts 14% 18% Mouth teeth Mouth / teeth 13% 17% Skin N = 251 / F = No
  • 16. // HER FAVOURITE BODY PARTS Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of. 0% 10% 20% 30% 40% 50% 60% 70% My eyes 48% My hair 36% My breasts / cleavage 18% My mouth / teeth 18% My skin 17% My face in general 13% My hands / wrists 12% My buttocks 11% My belly / stomach 9% My arms 9% My lower legs 8% My fingers / nails 7% My feet 6% My upper legs 3% My cheeks 3% My private parts 2% My shoulders My chest My muscles in general My ears My neck My back My toes My ankles My belly button Something else, please specify: I‟m not proud of anything 4% I‟m proud of everything! 7% 70% N = 121 USA Average cross studied countries 5 / F = If female 0%
  • 17. // IF SHE WAS GOD… Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? 0% 10% 20% 30% 40% 50% 60% 70% My belly / stomach 46% My upper legs 29% My buttocks 19% My breasts / cleavage 18% My skin 15% My mouth / teeth 11% My hair 10% My arms 8% My feet 6% My lower legs 6% My private parts 4% My face in general 4% My cheeks 4% My toes 3% My shoulders 3% My muscles in general 2% My chest My back My fingers / nails My ears My neck My hands / wrists My eyes My belly button My ankles Something else, please specify: None of the above 12% I would like to change everything! 4% 70% N = 125 / F = If female USA Average cross studied countries 0%
  • 18. // COSMETIC SURGERY Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what extent would you consider undergoing plastic surgery to do this? Female What would you change? 7% 15% 78% 53% 20% Everything Something Nothing N = 125 / F = If female TOP 2% Consider surgery? 21% 25% 24% 18% 12% 40% 24% N = 110 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 3 out of 4 female Gen Yers would consider to change at least something about their body! Of those, 2 out of 5 does not say no to cosmetic surgery.
  • 19. // HIS FAVOURITE BODY PARTS Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of. 0% 10% 20% 30% 40% 50% 60% 70% My eyes 34% My hair 22% My skin 14% My private parts 14% My mouth / teeth 13% My face in general 10% My belly / stomach 9% My fingers / nails 8% My hands / wrists 7% My shoulders 7% My chest 7% My arms 6% My buttocks 6% My feet 6% My muscles in general 6% My ears 5% My upper legs My neck My lower legs My toes My cheeks My back My ankles My belly button My breasts / cleavage Something else, please specify: I‟m not proud of anything 7% I‟m proud of everything! 21% 70% N = 125 / F = If male USA Average cross studied countries 0%
  • 20. // IF HE WAS GOD… Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? 0% 10% 20% 30% 40% 50% 60% 70% My muscles in general 18% My belly / stomach 18% My mouth / teeth 14% My chest 14% My face in general 12% My skin 11% My upper legs 8% My hair 8% My arms 8% My feet 8% My private parts 8% My toes 7% My fingers / nails 7% My hands / wrists 6% My back 5% My buttocks 4% My ears My lower legs My eyes My cheeks My neck My ankles My shoulders My breasts / cleavage My belly button Something else, please specify: None of the above 27% I would like to change everything! 6% 70% N = 125 / F = If male USA Average cross studied countries 0%
  • 21. // COSMETIC SURGERY Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what extent would you consider undergoing plastic surgery to do this? Male What would you change? 6% 27% 67% 53% 20% Everything Something Nothing N = 125 / F = If male TOP 2% 48% 17% 17% 13% Consider surgery? 19% 23% N = 91 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 1 out of 4 male Gen Yers are happy about their body and would not like to change something about their body. Of those who would like to change at least something, 19% would consider plastic surgery.
  • 22. // Hot takeaways 69% of the American Yrs considers themselves to be unique. They want to be unique in the things they say (53%), the clothes they wear (51%) & their hobbies (51%). 14% does not want to be unique in the brands they use. If they would, they‟ll probably use H&M (45%) or Zara (39%) as clothing brands, Converse Allstars (51%) as a sports brand to be unique in what they wear. Eat M&M‟s (50%) and drink Coca-Cola (40%) or Red Bull (35%), while using Apple technology (75%). Above all, American Yers want to be remembered as a good friend (30%) and a caring (22%), loving (22%) & honest (22%) person.
  • 24. // 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%
  • 25. // FINDING NEO Q: First of all we would like to know how unique you find yourself? I am... 55 % of the UK Yers think they’re unique! 100% 75% 50% 25% UK Average cross studied countries N = 249 / F = No
  • 26. // UNIQUEST BRANDS ON EARTH Q: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Levi‟s Clothing Abercrombie & Fitch (A&F) Zara Diesel Tommy Hilfiger H&M Converse Allstars Sports Nike Adidas Puma Within the research categories, the Red Bull Food & Drinks Coca-Cola perceived uniqueness of brands M&M‟s can differ a lot. Overall winners are Doritos Mars Apple (63%) and its sub brand McDonald‟s Pepsi iPhone (60%), followed at close Apple foot by Nintendo (59%). Technology Nintendo Microsoft Within the category of „food & drinks‟, Sony Coca-Cola‟s and Red Bull are the Dell HP leading brands on uniqueness. Personal Care Gilette Nivea Dove L‟Oreal Axe / Lynx Mobile Nokia iPhone Samsung Sony Ericsson UK Belgium Average cross studied countries Average cross studied countiries N = 249 / F = No
  • 27. // REMEMBER ME AS… Q: Sooner or later we’re all going to die... but we’ll live on in the memories of our friends, families, former colleagues / classmates, neighbours and many others! How should those people remember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 34% ...a caring person 28% ...an honest person 23% ...a kind person 21% ...a happy person 18% ...a funny person 17% ...a reliable person 15% ...an original / creative person 15% ...a true soul mate 14% ...a smart person 11% ...a hard worker 11% ...a unique person 10% 20% 17% 15% 22% 18% 17% 15% 14% 11% 9% 7% 7% ...an authentic person 10% ...a successful businessman/woman 9% Shopping Going to the cinema Watching 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...) ...a perfect mom/dad ...a sexy / beautiful person ...a cool person ...a socially and ecologically engaged person ...a famous person ...a popular person ...a cosmopolitan Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (34%) and a caring (28%) and honest (23%) None of the above person. The last thing they want, is being remembered as popular and/or famous. UK Average cross studied countries N = 249 / F = No
  • 28. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? UK Gen Yers want to stand out by their things they say to others (47%) and a hobbies (34%). The lack of interest in politics is again confirmed, moreover Uk Yers also don‟t want to be remembered from the food they eat. SOMEONE ELSE MYSELF MYSELF NOT UNIQUE UNIQUE ...the things you say to others 7% 73% 73% 11% 47% 12% 71% ...your hobbies 71% 14% 45% 10% 65% ...your profession 65% 10% 45% 6% 64% ...the cities/countries you visit 64% 9% 10% 60% 43% ...the music you listen to 60% 16% 16% 57% 42% 57% be working for in the future) ...the company you work for (or will 10% 9% 57% 40% ...the clothes you wear 57% 17% 19% 54% 39% 54% ...the text messages you send to friends 18% 17% 51% 35% 51% 23% ...the bars, restaurants, museums, etc. you visit 15% 50% 33% 50% ...the things you share online 25% 48% 15% 32% 48% 28% 44% ...the brands you use 18% 31% 44% 23% 44% ...your body 18% 30% 44% 30% 42% ...your hairstyle 42% 20% 29% 32% 38% ...the political ideology 38% believe in you 20% 27% 34% 34% ...the food you eat 34% 19% 26% Rest BOT 2 1 - I do not want to be unique at all 2 3 - Neutral average / 2 4 5 - I want to be very unique TOP 2 Rest 3 - Neutral / F average / 2 N = 249 = No 4 5 - I want to be very unique TOP 2 Rest
  • 29. // LOOK INTO MY EYES Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the most proud of. TOP 5 TOP 5 MEN WOMEN Eyes 27% 42% Eyes Nothing 20% 28% Hair Hair 18% 20% Breasts / Cleavage Skin 14% 16% Belly Muscles 13% 16% Mouth / teeth N = 249 / F = No
  • 30. // HER FAVOURITE BODY PARTS Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of. 0% 10% 20% 30% 40% 50% 60% 70% My eyes 42% My hair 29% My breasts / cleavage 20% My belly / stomach 15% My mouth / teeth 15% My lower legs 12% My hands / wrists 11% My skin 11% My ears 11% My fingers / nails 10% My buttocks 10% My arms 8% I‟m not proud of anything 7% I‟m proud of everything! 7% 20% 17% 15% 22% 18% 17% 15% 14% 11% My face in general 7% 9% 7% 7% My back 6% My feet 6% Shopping Going to the cinema Watching 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...) Something else, please specify: 5% My neck 5% My ankles My private parts My cheeks My chest My upper legs My belly button My shoulders My muscles in general 0% My toes UK Average cross studied countries N = 122/ F = If female
  • 31. // IF SHE WAS GOD… Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? 0% 10% 20% 30% 40% 50% 60% 70% My belly / stomach 37% My upper legs 37% My skin 20% My breasts / cleavage 18% My lower legs 14% My mouth / teeth 12% My buttocks 11% My hair 9% My face in general 8% My arms 7% Something else, please specify: 6% My toes 6% My feet 5% My private parts 5% 20% 17% 15% 22% 18% 17% 15% 14% 11% 9% 7% 7% My hands / wrists 4% My fingers / nails 4% Shopping Going to the cinema Watching 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...) My ears My eyes My back My shoulders I would like to change everything! My belly button My muscles in general My ankles My chest My neck My cheeks 1% UK Average cross studied countries N = 122/ F = If female
  • 32. // COSMETIC SURGERY Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? – Q: You indicated that you would change at least one body part. To what extent would you consider undergoing plastic surgery to do this? Female What would you change? 2% 12% 53% 85% 20% Everything Something Nothing N = 122 / F = If female TOP 2% 40% 14% 21% 19% Consider surgery? 25% 24% N = 72F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 72% female Gen Yers would consider to change at least something about their body! Of those, 1 out of 4 females does consider cosmetic surgery.
  • 33. // HIS FAVOURITE BODY PARTS Q: In our search to get to know the world better, we also want to understand the human body! We would like to get to know those body parts which you are the proudest of. 0% 10% 20% 30% 40% 50% 60% 70% My eyes 27% I‟m not proud of anything 20% My hair 18% My skin 14% My muscles in general 13% My arms 10% I‟m proud of everything! 10% My face in general 10% My private parts 10% My mouth / teeth 9% My shoulders 9% My upper legs 7% My feet 6% My belly / stomach 6% My hands / wrists 6% 20% 17% 15% 22% 18% 17% 15% 14% 11% 9% 7% 7% My lower legs 6% My buttocks 6% Shopping Going to the cinema Watching 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...) My fingers / nails 4% My cheeks 4% My chest My toes My ears My back My ankles My neck My breasts / cleavage Something else, please specify: 0% My belly button UK Average cross studied countries N = 127/ F = If male
  • 34. // IF HE WAS GOD… Q: Suppose you were God and you could make changes to your body. Which body parts would like to change? 0% 10% 20% 30% 40% 50% 60% 70% My muscles in general 25% My belly / stomach 20% My hair 16% My face in general 14% My feet 10% My private parts 10% My skin 9% I would like to change everything! 9% My mouth / teeth 8% My toes 6% My ears 6% My chest 6% My upper legs 5% My buttocks 5% My fingers / nails 5% 20% 17% 15% 22% 18% 17% 15% 14% 11% My ankles 9% 7% 7% 5% My arms Shopping Going to the cinema Watching 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...) My back My cheeks Something else, please specify: My eyes My neck My lower legs My hands / wrists My shoulders My belly button My breasts / cleavage 0% UK Average cross studied countries N = 127/ F = If male