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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This global Gen Y research report shares insights into what uniqueness means for Generation Y. The full report offers results of over 15 countries worldwide....

This global Gen Y research report shares insights into what uniqueness means for Generation Y. The full report offers results of over 15 countries worldwide.

The big majority of Millennials find themselvers unique. Russian, Romanian and especially Brazilian 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.

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  • 1. // 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.
  • 2. IN THIS INTERNATIONAL STUDY WE’VE FOCUSSED ON UNIQUENESSIn 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 theupdates 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, startlistening to Generation Y!
  • 3. THIS REPORT SHARES THE DETAILED RESULTSFOR- United States - Italy- United Kingdom - India- The Netherlands - Germany- Sweden - France- Spain - Denmark- Russia - China- Romania - Brazil- Poland - Belgium
  • 4. Joeri Van den BerghGen Y expert and author of ‘How Cool Brands Stay Hot’Hear the key take-aways first hand from authorJoeri Van den Bergh in a workshop or presentation.More information onwww.howcoolbrandsstayhot.com/speech +32 496 232 919 joeri@insites-consulting.com @joeri_insites www.linkedin.com/in/joerivandenbergh
  • 5. //GLOBAL
  • 6. Gen Y, a.k.a. the millennial generation, boys andgirls between 15-30, is increasingly entering thejob market. Since they are globally a biggercohort than their predecessors (Gen X), theirinfluence on society, politics and business thenext decades will be higher and comparable tothe influential Babyboomer generation.But this new active generation feels that they arenot taken serious at this point. Not only bypoliticians and the government but also bycorporations and brands.
  • 7. // Hot takeawaysThe big majority of Millennials find themselves unique.Russian (74%), Romanian (78%) and especially Brazilian(80%) Yers are absolutely convinced that they‟re trulyunique. This perception is mainly driven by the thingsthey say to others, the clothes they wear and the musicthey‟re listening to. In the BRIC countries, the (future)profession is as important to be unique. In India andRussia, brands one uses, are important to be distinctiveas well. Especially Apple and Converse Allstars scorewell on this CRUSH value.Across the globe, besides being a good friend, valueslike kindness, reliability and honesty are very important.In Brazil, Poland and Romania, being smart is at least asimportant!
  • 8. //UNITEDSTATES
  • 9. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 251 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire Gender Male 50% • 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%
  • 10. // FINDING NEOQ: 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 countriesN = 251 / F = No
  • 11. // UNIQUEST BRANDS ON EARTHQ: 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 countriesN = 251 / F = No
  • 12. // 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 peopleremember 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
  • 13. // 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 Rest3 - Neutral / F average / 2 N = 251 = No 4 5 - I want to be very unique TOP 2 Rest
  • 14. // LOOK INTO MY EYESQ: 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% SkinN = 251 / F = No
  • 15. // 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 female0%
  • 16. // 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 countries0%
  • 17. // COSMETIC SURGERYQ: 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 whatextent 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.
  • 18. // 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 countries0%
  • 19. // 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 countries0%
  • 20. // COSMETIC SURGERYQ: 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 whatextent 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.
  • 21. // Hot takeaways69% of the American Yrs considers themselves to beunique. 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 brandsthey 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 agood friend (30%) and a caring (22%), loving (22%) &honest (22%) person.
  • 22. //UNITEDKINGDOM
  • 23. // 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%
  • 24. // FINDING NEOQ: 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 countriesN = 249 / F = No
  • 25. // UNIQUEST BRANDS ON EARTHQ: 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 countiriesN = 249 / F = No
  • 26. // 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 cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) ...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
  • 27. // 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 Rest3 - Neutral / F average / 2 N = 249 = No 4 5 - I want to be very unique TOP 2 Rest
  • 28. // LOOK INTO MY EYESQ: 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 / teethN = 249 / F = No
  • 29. // 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 cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) 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
  • 30. // 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 cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) 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
  • 31. // COSMETIC SURGERYQ: 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 whatextent 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.
  • 32. // 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 cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) 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
  • 33. // 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 cinemaWatching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) 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
  • 34. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 9% 19% 53% 72% 20% Everything Something Nothing N = 127/ F = If male TOP 2% 42% 16% 24% 13% Consider surgery? 19% 23% N = 103/ F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 81% 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.
  • 35. // Hot takeawaysMore than half of the UK Yrs considers themselves to beunique. They want to be unique in the words they use(47%), their hobbies (45%) and their profession (45%). 1out of 5 does not want to be unique in the brands theyuse! If they would, they‟ll probably use Levi‟s (46%) orA&F (45%) as clothing brands, Converse Allstars (48%)as a sports brand to be unique in what they wear. EatM&M‟s (37%) and drink Coca-Cola (40%) or Red Bull(40%), while using Apple technology (62%).Above all, UK Yers want to be remembered as a personwho was a good friend (34%) who cares (28%) and ishonest (23%).
  • 36. //THENETHERLANDS
  • 37. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 254 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Male 51% Gender Female 49% Questionnaire 15-18 37% • Survey of 20 minutes Age 19-21 27% 22-25 37% I‟m still studying 70% No job, not looking for one 2% No job, looking for on 4% Professional Job, < 1 year working experience 6% Situation Job, 1 year working experience 5% Job, 2 years working experience 2% Job, 3 years working experience 4% Job, > 3 years working experience 8% Single, no kids 66% Single, kids 3% Private situation Partner, no kids 28% Partner, kids 3%
  • 38. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 62 % of the Dutch Yers think they’re unique! 100% 75% 50% 25% The Netherlands Average cross studied countriesN = 254 / F = No
  • 39. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Abercrombie & Fitch (A&F) Clothing Diesel Zara A&F Tommy Hilfiger Zara Levi‟s Hilfiger T. Diesel Levi‟s H&M H&M Sports Converse Allstars C. Allstars Nike Adidas Adidas Within the research categories, the Nike Puma Puma perceived uniqueness of brands Food & Drinks Coca-Cola Coca-Cola can differ a lot. Overall winners are Doritos Red Bull M&M‟s M&M‟s Apple (65%) and its sub brand Red Bull Mars McDonald‟s iPhone (51%), followed at close McDonald‟s Mars Doritos Pepsi foot by Converse Allstars Pepsi (50%). Technology Apple Apple Nintendo Within the category of „food & drinks‟, Sony Microsoft Nintendo Coca-Cola‟s position of strongest Sony Microsoft HP brand is threatened by other brands HP Dell Dell like Red Bull,M&M‟s and especially Personal Care Dove Doritos. Axe / Lynx Gilette Gilette Axe / Lynx L‟Oreal Nivea Nivea L‟Oreal Dove Mobile iPhone iPhone Sony Ericsson Samsung Samsung Sony Eric. Nokia Nokia Belgium The Netherlands Average cross studied countries Average cross studied countiriesN = 254 / F = No
  • 40. // 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 people50%remember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 39%40% ...a reliable person 37% ...an honest person 32% ...a kind person 31%30% ...a happy person 22% ...a caring person 18% ...a smart person 15% ...a funny person 14%20% ...a hard worker 13% ...a unique person 12% ...an original / creative person 11%10% ...a sexy / beautiful person 6% ...a true soul mate 6% 31% 28% 28% 27% 23% 22% 19% 18% 17% 15% ...an authentic person 9% 9% 8% 8% 7% 6%0% ...a socially and ecologically engaged person Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...) Watching television Making music (DJ, instrument...) Visit family Hanging out with friends Listening to music Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) ...a perfect mom/dad ...a successful businessman/woman ...a popular person ...a cosmopolitan ...a famous person ...a cool person Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (39%) and a reliable (37%) and honest (32%) None of the above person. The last thing they want, is being remembered as a famous and/or cool person.N = 254 / F = No NETHERLANDS Average cross studied countries
  • 41. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Dutch Gen Yers want to stand out by their profession (34%) and a unique clothing style (34%). Dutch Yers lack of interested in politics is again confirmed: Only a small minority (15%) wants to be unique in the political ideology they believe in. SOMEONE ELSE NOT UNIQUE MYSELF UNIQUE MYSELF 7% 73% ...your profession 73% 24% 34% 12% 71% ...the clothes you wear 71% 29% 34% 10% 65% ...the cities/countries you visit 65% 27% 33% 6% 64% ...the music you listen to 64% 25% 32% 9% 60% ...the things you say to others 60% 23% 31% 16% 57% ...your hobbies 57% 24% 28% 10% 57% 57% ...the company you work for (or will be working for in the future) 17% 27% 54% 28% ...your body 54% 18% 29% 51% 27% 51% ...the text messages you send to friends 23% 28% 50% 26% ...the brands you use 50% 25% 33% 48% 22% ...your hairstyle 48% 28% 37% 44% 21% 44% ...the food you eat 23% 44% 36% 19% 44% ...the bars, restaurants, museums, etc. you30% visit 42% 36% 18% 42% ...the things you share online 32% 38% 38% 33% 17% ...the political ideology you believe in 34% 34% 34% 39% 15% 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 Rest3 - Neutral / F average / 2 N = 254 = No 4 5 - I want to be very unique TOP 2 Rest
  • 42. // LOOK INTO MY EYESQ: 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 42% 55% Eyes Everything 19% 42% Hair Muscles 16% 20% Breasts / Cleavage Hair 15% 20% Mouth / Teeth Face 14% 13% FaceN = 254 / F = No
  • 43. // 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 55% My hair 42% My breasts / cleavage 20% My mouth / teeth 20% My face in general 13% My hands / wrists 12% My fingers / nails 10% My lower legs 10% My buttocks 9% My belly / stomach 9% My skin 9% My feet 5% I‟m not proud of anything 5% I‟m proud of everything! 5% My shoulders 3%28% 27% 23% 22% 19% 18% 17% 15% My ears 9% 9% 8% 8% 7% 3% My private parts Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...)Watching television Making music (DJ, instrument...) Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) Something else, please specify: My arms My ankles My back My muscles in general My belly button My upper legs My neck My cheeks My toes 0% My chest 0% NETHERLANDS Average cross studied countries N = 124 / F = If female
  • 44. // 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 36% My upper legs 36% My breasts / cleavage 24% My skin 19% My buttocks 11% My mouth / teeth 10% My lower legs 9% My feet 8% Something else, please specify: 7% My face in general 6% My muscles in general 6% My fingers / nails 5% My hair 5% My arms 5% My toes 4%28% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7% My shoulders 4% I would like to change everything! Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...)Watching television Making music (DJ, instrument...) Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) My ears My private parts My back My eyes My hands / wrists My neck My belly button My ankles My cheeks My chest 0% NETHERLANDS Average cross studied countries N = 124 / F = If female
  • 45. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 4% 14% 53% 82% 20% Everything Something Nothing N = 124 / F = If female TOP 2% 56% 13% 18% 12% Consider surgery? 13% 24% N = 111 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 86% female Gen Yers would consider to change at least something about their body! Of those, more than half does not consider cosmetic surgery.
  • 46. // 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 42% I‟m proud of everything! 19% My muscles in general 16% My hair 15% My face in general 14% My private parts 13% My mouth / teeth 10% My shoulders 10% My arms 10% My chest 10% My lower legs 9% My hands / wrists 8% My buttocks 7% My ears 6% My belly / stomach 6%28% 27% 23% 22% 19% 18% 17% 15% My skin 6% 9% 9% 8% 8% 7% My back Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...)Watching television Making music (DJ, instrument...) Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) My feet I‟m not proud of anything My upper legs My cheeks My fingers / nails My ankles My belly button Something else, please specify: My neck My breasts / cleavage 0% My toes 0% NETHERLANDS Average cross studied countries N = 130/ F = If male
  • 47. // 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 belly / stomach 22% My private parts 13% My hair 12% My face in general 11% My mouth / teeth 10% My skin 10% Something else, please specify: 8% My buttocks 8% My muscles in general 7% My upper legs 6% My feet 6% My chest 6% My toes 6% My back 6% My eyes 4%28% 27% 23% 22% 19% 18% 17% 15% 9% 9% 8% 8% 7% My neck 4% My lower legs Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...)Watching television Making music (DJ, instrument...) Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) My ankles My arms My ears My hands / wrists My cheeks My shoulders My fingers / nails My belly button My breasts / cleavage I would like to change everything! 0% NETHERLANDS Average cross studied countries N = 130 / F = If male
  • 48. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 0% 27% 73% 53% 20% Everything Something Nothing N = 130 / F = If male TOP 2% 52% 19% 15% 12% Consider surgery? 13% 23% N = 95/ F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this More than 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, 13% would consider plastic surgery.
  • 49. // Hot takeawaysAlmost 2 out of 3 Dutch Yrs considers themselves to beunique. They want to be unique in their profession (34%),the clothes they wear (34%) and the countries/cities theyvisit (33%). 1 out of 3 does not want to be unique in thebrands they use! If they would, they‟ll probably use A&F(32%) as a clothing brand & Converse Allstars (50%) asa sports brand to be unique in what they wear. EatDoritos (39%) and drink Coca-Cola (41%), while usingApple technology (65%).Above all, Dutch Yers want to be remembered as a lovelyperson who was a good friend (39%) and a reliable (37%)and honest (32%) person.
  • 50. //BELGIUM
  • 51. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 261 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Flanders 60% Region Walloon Regions 40% Male 51% Questionnaire Gender Female 49% • Survey of 20 minutes 15-18 35% Age 19-21 27% 22-25 38% I‟m still studying 69% No job, not looking for one 2% No job, looking for on 4% Professional Job, < 1 year working experience 7% Situation Job, 1 year working experience 5% Job, 2 years working experience 3% Job, 3 years working experience 4% Job, > 3 years working experience 6% Single, no kids 67% Single, kids 3% Private situation Partner, no kids 25% Partner, kids 6%
  • 52. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 57 % of the Belgian Yers think they’re unique! 100% 75% 50% 25% Belgium Average cross studied countriesN = 261 / F = No
  • 53. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Diesel Levi‟s Tommy Hilfiger Abercrombie & Fitch (A&F) Zara H&M Sports Converse Allstars Within the research categories, the Adidas Nike Puma perceived uniqueness of brands can differ a lot. Overall winners are M&M‟s Food & Drinks Coca-Cola Apple (59%) and its sub brand Red Bull Doritos iPhone (53%), followed at close Mars McDonald‟s foot by Converse Allstars Pepsi (50%). Apple Technology Microsoft Nintendo Within the category of „food & drinks‟, Dell Coca-Cola‟s position of strongest Sony HP brand is threatened by other brands like Doritos, Red Bull and especially Personal Care Axe / Lynx Dove M&M‟s. L‟Oreal Gilette Nivea Mobile iPhone Nokia Sony Ericsson Samsung Belgium Belgium Averagecross studied countiries Average cross studied countriesN = 261 / F = No
  • 54. // 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 peopleremember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 40% ...a reliable person 31% ...a kind person 27% ...an honest person 21% ...a funny person 20% ...a happy person 18% ...a caring person 16% ...a smart person 14% ...a unique person 14% ...an original / creative person 11% ...a true soul mate 9% ...a perfect mom/dad 8% ...a hard worker 7% ...an authentic person 6% ...a cool person ...a sexy / beautiful person ...a popular person ...a cosmopolitan ...a socially and ecologically engaged person ...a successful businessman/woman ...a famous person Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (40%) and a reliable (31%) and kind (27%) None of the above person. The last thing they want, is being remembered as a famous and/or economical successful person. Belgium Average cross studied countriesN = 261 / F = No
  • 55. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Belgian 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 want to be unique in their profession (36%) and the company they(„ll be) work(ing) for (32%). Belgian Yers 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 MYSELF MYSELF NOT UNIQUE UNIQUE 7% 73% ...the things you say to others 73% 17% 42% 12% 71% 71% ...the clothes you wear 23% 37% 10% 65% 65% ...your profession 6% 20% 64% 36% 64% ...the company you(„ll be) work(ing) for 9% 21% 60% 32% 60% ...your hobbies 16% 26% 57% 33% 57% ...the cities/countries you visit 10% 25% 57% 32% 57% 17% ...the text messages you send to friends 23% 54% 31% 54% ...the music you listen to 18% 24% 51% 31% 51% 23% 50% ...your body 28% 31% 50% 25% 48% ...the things you share online 30% 24% 48% 28% 44% ...the brands you use 44% 32% 23% 23% 44% ...the bars, restaurants, museums, etc. you visit 44% 29% 19% 30% 42% ...your hairstyle 42% 35% 19% 32% 38% ...the food you eat 38% 35% 16% 34% 34% 34% political ideology you believe in ...the 34% 11% 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 Rest3 - Neutral / F average / 2 N = 261 = No 4 5 - I want to be very unique TOP 2 Rest
  • 56. // LOOK INTO MY EYESQ: 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 40% 50% Eyes Hair 17% 28% Hair Private parts 13% 21% Breasts / Cleavage Shoulders 11% 14% Lower legs Lower legs 10% 13% ButtocksN = 261 / F = No
  • 57. // HER FAVOURITE BODY PARTSQ: 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 50% My hair 28% My breasts / cleavage 21% My lower legs 14% My buttocks 13% My mouth / teeth 11% My face in general 9% My fingers / nails 8% My back 8% My skin 6% My belly / stomach 6% My belly button 6% My hands / wrists 6% My shoulders 5% My ears 5% My arms 4% My neck My upper legs My muscles in general My cheeks My toes My ankles My private parts My feet My chest Something else, please specify: I‟m not proud of anything 10% I‟m proud of everything! 4% Belgium Average cross studied countriesN = 129 / F = If female
  • 58. // 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 43% My upper legs 33% My breasts / cleavage 22% My mouth / teeth 18% My buttocks 17% My face in general 14% My lower legs 12% My skin 12% My feet 10% My toes 5% My eyes 5% My arms 5% My hair 5% My back 4% My fingers / nails 3% My neck 3% My ankles My belly button My hands / wrists My muscles in general My ears My cheeks My private parts My chest My shoulders Something else, please specify: None of the above 9% I would like to change everything! 7% Belgium Average cross studied countriesN = 129 / F = If female
  • 59. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 9% 7% 53% 84% 20% Everything Something Nothing N = 129 / F = If female TOP 2% Consider surgery? 40% 21% 20% 15% 19% 24% N = 117 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 9 out of 10 female Gen Yers would consider to change at least something about their body! Of those, 1 out of 5 does not say no to cosmetic surgery.
  • 60. // HIS FAVOURITE BODY PARTSQ: 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 40% My hair 17% My private parts 13% My shoulders 11% My lower legs 10% My mouth / teeth 9% My upper legs 8% My muscles in general 8% My skin 8% My face in general 6% My arms 6% My back 6% My buttocks 5% My belly / stomach 5% My feet 4% My hands / wrists 4% My ears My ankles My chest My cheeks My fingers / nails My neck My belly button My toes Something else, please specify: I‟m not proud of anything I‟m proud of everything! 17% My breasts / cleavage 0% Belgium Average cross studied countriesN = 133 / F = If male
  • 61. // 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 17% My face in general 12% My private parts 11% My mouth / teeth 9% My upper legs 9% My hair 9% My buttocks 8% My chest 7% My feet 7% My ears 7% My skin 6% My toes 6% My fingers / nails 6% My shoulders 5% My eyes 5% My back My cheeks My lower legs My arms My neck My belly button My hands / wrists My breasts / cleavage My ankles Something else, please specify: None of the above 27% I would like to change everything! 1% Belgium Average cross studied countriesN = 133 / F = If male
  • 62. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 1% 27% 72% 53% 20% Everything Something Nothing N = 133 / F = If male TOP 2% Consider surgery? 53% 20% 11% 15% 17% 23% N = 97 / 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, 17% would consider plastic surgery.
  • 63. // Hot takeawaysMore than half of the Belgian Yrs considers themselvesto be unique. They want to be unique in the words theyuse (42%), the clothes they wear (37%) and theirprofession (36%). 1 out of 3 does not want to be uniquein the brands they use! If they would, they‟ll probably useDiesel (35%) as a clothing brand & Converse Allstars(50%) as a sports brand to be unique in what they wear.Eat M&M‟s (39%) and drink Coca-Cola (39%), whileusing Apple technology (63%).Above all, Belgian Yers want to be remembered as alovely person who was a good friend (40%) and a reliable(31%) and kind (27%) person
  • 64. //SWEDEN
  • 65. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 257 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Male 51% Gender Female 49% 15-18 38% Questionnaire Age 19-21 26% • Survey of 20 minutes 22-25 36% I‟m still studying 57% No job, not looking for one 4% No job, looking for on 12% Professional Job, < 1 year working experience 8% Situation Job, 1 year working experience 6% Job, 2 years working experience 1% Job, 3 years working experience 4% Job, > 3 years working experience 9% Single, no kids 66% Single, kids 2% Private situation Partner, no kids 27% Partner, kids 6%
  • 66. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 64 % of the Swedish Yers think they’re unique! 100% 75% 50% 25% Sweden Average cross studied countriesN = 257 / F = No
  • 67. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing H&M Diesel Levi‟s Tommy Hilfiger Abercrombie & Fitch (A&F) Zara Sports Converse Allstars Adidas Nike Puma Within the research categories, the perceived uniqueness of brands Food & Drinks Coca-Cola Red Bull can differ a lot. Overall winners are Doritos M&M‟s Apple (49%) and its sub brand Pepsi McDonald‟s iPhone (48%), followed at very Mars close foot by Nintendo(47%), Technology Apple Nintendo Converse Allstar Microsoft Sony (44 %) & Coca-cola (42%). HP Dell . Personal Care Gilette Axe / Lynx Nivea Dove L‟Oreal Mobile iPhone Samsung Sony Ericsson Nokia Belgium Sweden Averagecross studied countiries Average cross studied countriesN = 257 / F = No
  • 68. // 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 37% ...a caring person 37% ...a reliable person 22% ...a happy person 20% ...an honest person 20% ...a kind person 19% ...an original / creative person 15% ...a unique person 15% ...a funny person 14% ...a smart person 12% ...a hard worker 11% ...a successful businessman/woman 10% ...a true soul mate 9% ...a perfect mom/dad 9% ...a sexy / beautiful person ...a famous person ...an authentic person ...a socially and ecologically engaged person ...a popular person ...a cool person Millennials want to be remembered as a lovely person who was a ...a cosmopolitan good friend (37%) and a caring (37%) and reliable (22%) Someone else, please specify: person. The last thing they want, is being remembered as a cool person and/or a cosmopolitan. None of the above70% N = 257 / F = No SWEDEN Average cross studied countries0%
  • 69. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Swedish Gen Yers want to stand out by using powerful words (44%) and their hobbies (39%). Again, the economical aspirations pop-up as 2 out of 5 Millennials want to be unique in their profession (43%) and the company they(„ll be) work(ing) for (36%). The lack of interested in politics is again confirmed: Only a 1 out of 5 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% 12% 73% 44% 73% ...your profession 12% 71% 15% 43% 71% 10% 65% ...your hobbies 16% 39% 65% 6% 64% ...the music you listen to 16% 39% 64% 9% 60% ...the clothes you wear 60% 22% 37% 16% 57% ...the cities/countries you visit 57% 13% 36% 10% ...the company you work for (or will be working 57% 57% for in the future) 17% 36% 17% 54% 54% ...your body 22% 32% 18% 51% 51% ...the things you share online 19% 28% 23% 50% 50% ...the text messages you25% to friends send 21% 48% 27% 48% ...the brands you use 28% 22% 44% 26% 44% ...your hairstyle 23% 26% 44% 25% 44% ...the food you eat 30% 27% 42% 23% 42% 32% ...the bars, restaurants, museums, etc. you visit 24% 38% 21% 38% 34% 34% ...the political ideology you believe in 25% 20% 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 Rest3 - Neutral / F average / 2 N = 257 = No 4 5 - I want to be very unique TOP 2 Rest
  • 70. // LOOK INTO MY EYESQ: 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 37% 50% Eyes Hair 19% 28% Hair Private parts 18% 21% Hands / wrists Muscles in general 17% 14% Buttocks Arms 15% 13% Mouth / teethN = 257 / F = No
  • 71. // HER FAVOURITE BODY PARTSQ: 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 45% My hair 33% My hands / w rists 15% My buttocks 13% My mouth / teeth 12% My breasts / cleavage 11% My face in general 11% My ears 10% My fingers / nails 10% My skin 8% My shoulders 8% My chest 7% My belly / stomach 7% My feet 7% My cheeks 6% My private parts 3% My low er legs My upper legs My belly button My arms My back My ankles My muscles in general My neck My toes Something else, please specify: I‟m not proud of anything 9% I‟m proud of everything! 7%N = 125 / F = If female Sw eden AVERAGE
  • 72. // 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 45% My upper legs 32% My breasts / cleavage 25% My skin 15% My mouth / teeth 14% My buttocks 13% My muscles in general 11% My face in general 10% My private parts 10% My chest 10% My feet 8% My arms 6% My hair 5% My back 4% My belly button 4% My toes 3% My fingers / nails My low er legs My eyes My shoulders My cheeks My hands / w rists My ankles My neck My ears Something else, please specify: None of the above 12% I w ould like to change everything! 2%N = 125 / F = If female Sw eden AVERAGE
  • 73. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 2% 12% 85% 53% 20% Everything Something Nothing N = 125 / F = If female TOP 2% Consider surgery? 28% 20% 18% 16% 17% 33% 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 8 out of 10 female Gen Yers would consider to change at least something about their body! Of those, 1 out of 3 does not say no to cosmetic surgery.
  • 74. // HIS FAVOURITE BODY PARTSQ: 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 37% My hair 19% My private parts 18% My muscles in general 17% My arms 15% My face in general 14% My mouth / teeth 11% My hands / w rists 11% My belly / stomach 9% My low er legs 8% My skin 7% My shoulders 6% My back 6% My ears 5% My fingers / nails 4% My neck 4% My upper legs My cheeks My chest My feet My toes My ankles My buttocks My breasts / cleavage My belly button Something else, please specify: I‟m not proud of anything 7% I‟m proud of everything! 14%N = 131 / F = If male Sw eden AVERAGE
  • 75. // 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 21% My belly / stomach 21% My mouth / teeth 15% My chest 14% My skin 14% My private parts 13% My hair 12% My upper legs 9% My face in general 8% My back 5% My buttocks Male 5% My eyes 5% My arms 5% AVERAGE My toes 5% My ankles 4% My fingers / nails 4% My hands / w rists My shoulders My neck My feet My ears My low er legs My cheeks My belly button My breasts / cleavage Something else, please specify: None of the above 21% I w ould like to change everything! 7%N = 131 / F = If male Sw eden AVERAGE
  • 76. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 7% 21% 73% 53% 20% Everything Something Nothing N = 131 / F = If male TOP 2% Consider surgery? 44% 13% 21% 12% 22% 23% N = 104 / 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 5 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, 22% would consider plastic surgery.
  • 77. // Hot takeaways64% of the Swedish Yrs considers themselves to beunique. They want to be unique in the things they say(44%), their profession (43%), their music (39%) &hobbies (39%). 1 out of 5 does not want to be unique inthe brands they use. If they would, they‟ll probably useH&M (29%) or Diesel (28%) as clothing brands &Converse Allstars (44%) as a sports brand to be uniquein what they wear. Eat M&M‟s (18%) and drink Coca-Cola(42%) while using Apple technology (49%).Above all, Swedish Yers want to be remembered as agood friend (37%) and a caring (37%), reliable (22%),happy (20%) & honest (20%) person.
  • 78. //SPAIN
  • 79. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Gender Male 51% Female 49% 15-18 30% Age Questionnaire 19-21 22-25 27% 43% • Survey of 20 minutes I‟m still studying 68% No job, not looking for one 0% No job, looking for on 13% Professional Job, < 1 year working experience 4% Situation Job, 1 year working experience 3% Job, 2 years working experience 3% Job, 3 years working experience 2% Job, > 3 years working experience 6% Single, no kids 78% Single, kids 0% Private situation Partner, no kids 18% Partner, kids 4%
  • 80. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 66 % of the Spanish Yers think they’re unique! 100% 75% 50% 25% Spain Average cross studied countriesN = 249 / F = No
  • 81. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Diesel Tommy Hilfiger Levi‟s Abercrombie & Fitch (A&F) Zara H&M Sports Converse Allstars Nike Adidas Within the research categories, the Puma perceived uniqueness of brands Food & Drinks Coca-Cola Doritos can differ a lot. Overall winners are Red Bull M&M‟s Apple (59%) and its sub brand McDonald‟s iPhone (63%), followed at close Pepsi Mars foot by Converse Allstar (55%). Technology Apple Within the category of „food & drinks‟, Nintendo Sony Coca-Cola‟s position of strongest Microsoft brand is threatened by other brands HP Dell like Red Bull, M&M‟s and especially Doritos. Personal Care Axe / Lynx Gilette L‟Oreal Nivea Dove Mobile iPhone Nokia Samsung Sony Ericsson Belgium Spain Averagecross studied countiries Average cross studied countriesN = 249 / F = No
  • 82. // 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 peopleremember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 40% ...a reliable person 31% ...a kind person 27% ...an honest person 21% ...a funny person 20% ...a happy person 18% ...a caring person 16% ...a smart person 14% ...a unique person 14% ...an original / creative person 11% ...a true soul mate 9% ...a perfect mom/dad 8% ...a hard worker 7% ...an authentic person 6% ...a cool person ...a sexy / beautiful person ...a popular person ...a cosmopolitan ...a socially and ecologically engaged person ...a successful businessman/woman ...a famous person Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (40%) and a reliable (31%) and kind (27%) None of the above person. The last thing they want, is being remembered as a famous and/or economical successful person.N = 249 / F = No SPAIN Average cross studied countries
  • 83. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Spanish Gen Yers want to stand out by their profession (49%) and powerful words (43%). Again, the economical aspirations pop-up as 1 out of 2 Millennials want to be unique in their profession (49%) and the company they(„ll be) work(ing) for (42%). The lack of interest in politics is again confirmed: Only a small minority (22%) wants to be unique in the political ideology they believe in. SOMEONE ELSE MYSELF NOT UNIQUE UNIQUE MYSELF ...your profession 7% 73% 15% 49% 73% ...the things you say to others 12% 71% 71% 15% 43% ...your hobbies 10% 65% 65% 19% 42% ...the company you work for (or will be working 6% 64% for in the future) 15% 39% 64% 9% 60% ...the clothes you wear 60% 21% 38% 16% 57% ...the text messages you send to friends 57% 24% 33% 10% 57% ...the music you listen to 57% 22% 32% 17% 54% ...the cities/countries you visit 54% 20% 31% 18% 51% 51% ...your body 23% 22% 50% 30% 50% you eat ...the food 25% 24% 48% 27% 48% ...your hairstyle 28% 23% 44% 26% 44% ...the bars, restaurants,23% museums, etc. you visit 44% 26% 25% 44% ...the things you share online 30% 25% 42% 23% 42% ...the brands you use 32% 38% 26% 23% 38% 34% ...the political ideology you believe in 34% 34% 33% 22% 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 Rest3 - Neutral / F average / 2 N = 249 = No 4 5 - I want to be very unique TOP 2 Rest
  • 84. // LOOK INTO MY EYESQ: 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 42% 56% Eyes Hair 17% 29% Hair Mouth / teeth 16% 21% Mouth / teeth Face in general 14% 13% Breasts / cleavage Private parts 13% 9% ButtocksN = 249 / F = No
  • 85. // HER FAVOURITE BODY PARTSQ: 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 56% My hair 29% My mouth / teeth 21% My breasts / cleavage 13% My buttocks 11% My skin 10% My face in general 9% My fingers / nails 9% My hands / wrists 9% My back 9% My chest 6% My lower legs 6% My neck 6% My belly / stomach 6% My ears 5% My arms 4% My upper legs My feet My belly button My toes My private parts My shoulders My ankles My cheeks My muscles in general Something else, please specify: I‟m not proud of anything 5% I‟m proud of everything! 7%70%N = 121 / F = If female SPAIN Average cross studied countries0%
  • 86. // 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 29% My upper legs 28% My breasts / cleavage 20% My buttocks 16% My mouth / teeth 15% My chest 13% My hair 12% My skin 11% My feet 8% My lower legs 7% My arms 7% My back 6% My face in general 4% My ankles 4% My muscles in general 3% My fingers / nails 3% My hands / wrists My ears My private parts My toes My eyes My belly button My neck My cheeks My shoulders Something else, please specify: None of the above 15% I would like to change everything! 7%70%N = 121 / F = If female SPAIN Average cross studied countries0%
  • 87. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 7% 15% 78% 53% 20% Everything Something Nothing N = 121 / F = If female TOP 2% 21% 25% 24% 18% 12% Consider surgery? 30% 24% N = 104 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 8 out of 10 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.
  • 88. // 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 42% My hair 17% My mouth / teeth 16% My face in general 14% My private parts 13% My hands / wrists 10% My buttocks 9% My arms 9% My back 8% My skin 8% My muscles in general 8% My chest 8% My upper legs 6% My lower legs 6% My fingers / nails 6% My ears 6% My neck My shoulders My feet My ankles My belly / stomach My belly button My cheeks My toes My breasts / cleavage Something else, please specify: I‟m not proud of anything 4% I‟m proud of everything! 10%70% N = 127 / F = If male SPAIN Average cross studied countries0%
  • 89. // 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 belly / stomach 25% My hair 17% My mouth / teeth 12% My buttocks 11% My skin 11% My muscles in general 10% My private parts 10% My ears 10% My upper legs 9% My back 9% My chest 8% My face in general 7% My neck 5% My feet 5% My lower legs 4% My arms 4% My eyes My ankles My hands / wrists My toes My belly button My fingers / nails My shoulders My breasts / cleavage My cheeks Something else, please specify: None of the above 18% I would like to change everything! 2%70% N = 127 / F = If male SPAIN Average cross studied countries0%
  • 90. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 2% 18% 79% 53% 20% Everything Something Nothing N = 127 / F = If male TOP 2% Consider surgery? 46% 12% 28% 12% 15% 23% N = 104 / 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 5 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, 15% would consider plastic surgery.
  • 91. // Hot takeaways66% of the Spanish Yrs considers themselves to beunique. They want to be unique in their profession (49%),the things they say to others (43%) & their hobbies(42%). 1 out of 5 does not want to be unique in thebrands they use. If they would, they‟ll probably wearDiesel (37%) or Tommy Hilfiger (36%) as clothing brands& Converse Allstars (51%) as a sports brand to be uniquein what they wear. Eat Doritos (42%) and drink Coca-Cola (48%) or Red Bull (35%), while using Appletechnology (59%).Above all, Spanish Yers want to be remembered as agood friend (46%) and a reliable (33%), honest (22%) &happy (21%) person.
  • 92. //RUSSIA
  • 93. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 254 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Male 50% Gender Female 50% Questionnaire 15-18 29% • Survey of 20 minutes Age 19-21 27% 22-25 44% I‟m still studying 41% No job, not looking for one 2% No job, looking for on 8% Professional Job, < 1 year working experience 13% Situation Job, 1 year working experience 8% Job, 2 years working experience 9% Job, 3 years working experience 7% Job, > 3 years working experience 13% Single, no kids 65% Single, kids 1% Private situation Partner, no kids 23% Partner, kids 11%
  • 94. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 74 % of the Russian Yers think they’re unique! 100% 75% 50% 25% Russia Average cross studied countriesN = 254 / F = No
  • 95. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Abercrombie & Fitch (A&F) Clothing Levi‟s H&M Tommy Hilfiger Diesel Zara Sports Converse Allstars Adidas Puma Nike M&M‟s Food & Drinks McDonald‟s Within the research categories, the Coca-Cola Doritos perceived uniqueness of brands Mars Red Bull can differ a lot. Overall winners are Pepsi Apple (72%) and Microsoft Technology Apple (71%), followed at close foot by Microsoft Sony Nokia (61%). HP Nintendo Dell Personal Care L‟Oreal Gilette Dove Axe / Lynx Nivea Mobile Nokia iPhone Sony Ericsson Samsung Belgium Russia Average cross studied countries Average cross studied countiriesN = 254 / F = No
  • 96. // 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 peopleremember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 37% ...a kind person 31% ...a perfect mom/dad 24% ...a reliable person 21% ...a smart person 19% ...a happy person 19% ...a funny person 18% ...an honest person 17% ...an original / creative person 14% ...a unique person 14% ...a true soul mate 12% ...a sexy / beautiful person 12% 23% 19% 19%23% 20% 19% 17% 16% 9% 9% 7% 6% ...a caring person 11% ...a successful businessman/woman 10% Shopping Going to the cinemaGaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Hanging out with friends Visit family Listening to music Sporting / Exercising Checking my social networks Taking care/playing with my pet(s) ...a hard worker ...a famous person ...a cool person ...an authentic person ...a popular person ...a socially and ecologically engaged person Millennials want to be remembered as a lovely person who was a ...a cosmopolitan Someone else, please specify: good friend (37%) and kind person (31%) and perfect None of the above mum/dad (24%). The last thing they want, is being remembered as socially engaged and/or cosmopolitan. Russia Average cross studied countriesN = 254 / F = No
  • 97. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Russian Gen Yers want to stand out by their clothes(63%) and the company they work for (62%). The lack of interested in politics is again confirmed, moreover Russian Yers also don‟t want to be remembered from the food they eat. SOMEONE ELSE NOT UNIQUE MYSELF UNIQUE MYSELF 7% 8% 73% 63% ...the clothes you wear 73% 12% 6%71% 62% ...the company you work for (or will be working for in the future) 71% 10% 65% 6% 60% ...your profession 65% 6% 64% ...your hobbies 9% 59% 64% 9% 60% ...the things you say to others 8% 58% 60% 16% 57% ...your body 12% 54% 57% 10% 57% ...the brands you use 57% 12% 54% 17% 54% ...the cities/countries you visit 54% 8% 52% 18% 51% ...the text messages you send to friends 51% 13% 51% 23% 50% ...the music you listen to 50% 10% 50% 25% 48% ...the things you share online 48% 28% 14% 44% 48% ...your hairstyle 44% 23% 16% 44% 45% ...the bars, restaurants, museums, etc. you visit 44% 30% 13% 42% 41% ...the food you eat 42% 32% 38% 18% 34% ...the political ideology38% believe in you 34% 34% 18% 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 Rest3 - Neutral / F average / 2 N = 254 = No 4 5 - I want to be very unique TOP 2 Rest
  • 98. // LOOK INTO MY EYESQ: 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 30% 58% Eyes Hair 23% 47% Hair Face 17% 15% Breasts / Cleavage Everything 17% 15% Feet Nothing 16% 13% FaceN = 254 / F = No
  • 99. // HER FAVOURITE BODY PARTSQ: 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 58% My hair 47% My breasts / cleavage 15% My feet 15% My face in general 13% My chest 12% My buttocks 11% My fingers / nails 10% My belly / stomach 9% My hands / wrists 9% I‟m proud of everything! 7% My mouth / teeth 6% My skin 6% My back 5% 23% 19% 19%23% 20% 19% 17% 16% My toes 5% 9% 9% 7% 6% My muscles in general 4% Shopping Going to the cinemaGaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Hanging out with friends Visit family Listening to music Sporting / Exercising Checking my social networks Taking care/playing with my pet(s) My arms 4% My lower legs 4% My neck 2% My shoulders My ears My private parts My cheeks I‟m not proud of anything My ankles My belly button My upper legs 0% Russia Average cross studied countriesN = 124/ F = If female
  • 100. // 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 34% My chest 24% My mouth / teeth 23% My skin 22% My buttocks 18% My feet 16% My hair 14% My breasts / cleavage 12% My upper legs 10% My back 9% My cheeks 8% My fingers / nails 7% My belly button 6% My ears 6% 23% 19% 19%23% 20% 19% 17% 16% 9% 9% 7% 6% My face in general 4% My muscles in general 4% Shopping Going to the cinemaGaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Hanging out with friends Visit family Listening to music Sporting / Exercising Checking my social networks Taking care/playing with my pet(s) My shoulders My lower legs My toes My eyes My hands / wrists My ankles My arms I would like to change everything! My private parts My neck Russia Average cross studied countriesN = 124/ F = If female
  • 101. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 2% 6% 92% 53% 20% Everything Something Nothing N = 124 / F = If female TOP 2% 40% 13% 17% 16% 14% Consider surgery? 30% 24% N = 117F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 94% female Gen Yers would consider to change at least something about their body! Of those, 1 out of 3 females does consider cosmetic surgery.
  • 102. // HIS FAVOURITE BODY PARTSQ: 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 30% My hair 23% My face in general 17% I‟m proud of everything! 17% I‟m not proud of anything 16% My private parts 15% My muscles in general 12% My feet 11% My buttocks 10% My belly / stomach 10% My arms 8% My fingers / nails 7% My hands / wrists 7% My mouth / teeth 6% 23% 19% 19%23% 20% 19% 17% 16% My shoulders 6% 9% 9% 7% 6% My back 5% Shopping Going to the cinemaGaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Hanging out with friends Visit family Listening to music Sporting / Exercising Checking my social networks Taking care/playing with my pet(s) My ears 4% My belly button3% My skin 2% My chest My neck My cheeks My toes My lower legs My ankles My upper legs My breasts / cleavage 0% Russia Average cross studied countriesN = 130/ F = If male
  • 103. // 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 23% My mouth / teeth 21% My belly / stomach 15% My face in general 14% My private parts 12% My chest 11% My skin 11% My feet 8% My eyes 7% My arms 7% My back 7% My hair 6% My shoulders 5% My fingers / nails 3% 23% 19% 19%23% 20% 19% 17% 16% 9% 9% 7% 6% My ears 3% My upper legs 3% Shopping Going to the cinemaGaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Hanging out with friends Visit family Listening to music Sporting / Exercising Checking my social networks Taking care/playing with my pet(s) My buttocks My hands / wrists My neck I would like to change everything! My cheeks My belly button My lower legs My toes My ankles My breasts / cleavage Russia Average cross studied countriesN = 130/ F = If male
  • 104. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 2% 32% 66% 53% 20% Everything Something Nothing N = 130/ F = If male TOP 2% 63% 10%7% 13%7% Consider surgery? 20% 23% N = 88 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 68% 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, 20% would consider plastic surgery.
  • 105. // Hot takeaways74% of the Russian Yrs considers themselves to beunique, this is comparable with Romania (78%) & India(71%). They want to be unique by their clothes (63%), thecompany they work for (62%) & their profession (60%). 1out of 10 does not want to be unique in the brands theyuse. If they would, they‟ll probably wear A&F (52%) orLevi‟s (49%) as clothing brands & Converse Allstars(57%) as a sports brand to be unique in what they wear.Eat M&M‟s (51%) and drink Coca-Cola (43%) or Red Bull(41%), while using Apple (73%) or Microsoft technology(71%)Above all, Russian Yers want to be remembered as agood friend (37%) a kind person (31%) and a goodmom/dad (24%).
  • 106. //ROMANIA
  • 107. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 258 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Male 51% Gender Female 49% Questionnaire 15-18 37% • Survey of 20 minutes Age 19-21 22-25 25% 38% I‟m still studying 61% No job, not looking for one 0% No job, looking for on 8% Professional Job, < 1 year working experience 9% Situation Job, 1 year working experience 4% Job, 2 years working experience 5% Job, 3 years working experience 5% Job, > 3 years working experience 8% Single, no kids 75% Single, kids 0% Private situation Partner, no kids 22% Partner, kids 3%
  • 108. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 78 % of the Romanian Yers think they’re unique! 100% 75% 50% 25% Romania Average cross studied countriesN = 258 / F = No
  • 109. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Abercrombie & Fitch (A&F) Clothing Tommy Hilfiger H&M Levi‟s Zara Diesel Sports Converse Allstars Nike Adidas Puma Coca-Cola Food & Drinks Doritos Within the research categories, the Red Bull Pepsi perceived uniqueness of brands M&M‟s McDonald‟s can differ a lot. Overall winners are Mars Apple (69%) and its sub brand Technology Apple Microsoft iPhone (65%), followed at close Sony foot by Microsoft (65%). Nintendo HP Dell Personal Care Dove Gilette Nivea L‟Oreal Axe / Lynx Mobile Nokia iPhone Samsung Sony Ericsson Belgium Romania Average cross studied countries Average cross studied countiriesN = 258 / F = No
  • 110. // 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 peopleremember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a reliable person 49% ...a good friend 42% ...a smart person 28% ...a funny person 23% ...a happy person 18% ...an original / creative person 15% ...an honest person 14% ...a unique person 13% ...a true soul mate 13% ...a hard worker 11% ...a kind person 11% ...a perfect mom/dad 11% 26% 15% 13%28% 16% 14% 11% 8% 7% 7% 6% 6% ...a sexy / beautiful person 8% ...a cool person 7% Shopping Youth movement Going to the cinemaGoing out (bar, disco...) Gaming (computer / console) Watching television Hanging out, doing nothing Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) ...an authentic person ...a successful businessman/woman ...a caring person ...a popular person ...a socially and ecologically engaged person ...a famous person ...a cosmopolitan Millennials want to be remembered as a lovely person who was a Someone else, please specify: reliable (49%) and good friend(42%) and smart (28%) None of the above person. The last thing they want, is being remembered as famous and/or cosmopolitan. Romania Average cross studied countriesN = 258 / F = No
  • 111. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Romanian Gen Yers want to stand out by the things they say to others (62%) and a hobbies (58%). The lack of interested in politics is again confirmed, moreover Romanian Yers also don‟t want to be remembered by the bars they visit. SOMEONE ELSE UNIQUE NOT MYSELF UNIQUE MYSELF 7% 73% ...the things you say to others 11% 62% 73% 12% 71% ...your hobbies 71% 12% 58% 10% 65% ...the clothes you wear 65% 17% 55% 6% 64% ...the text messages you send to 64% friends 18% 51% 9% 60% ...your body 60% 14% 51% 16% 57% ...your profession 57% 15% 51% 10% 57% 57% ...the company you work for (or will be working for in the future) 16% 49% 17% 54% 54% ...the music you listen to 18% 16% 51% 47% 51% ...your hairstyle 23% 21% 50% 43% 50% ...the cities/countries you visit 25% 20% 48% 40% 48% ...the things you share online 28% 20% 44% 40% 44% ...the brands you use 23% 22% 44% 38% 44% 30% 42% ...the food you eat 25% 32% 42% 32% 38% ...the bars, restaurants, museums, etc. you visit 25% 29% 38% 34% 34% ...the political ideology you believe in 34% 30% 25% 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 Rest3 - Neutral / F average / 2 N = 258 = No 4 5 - I want to be very unique TOP 2 Rest
  • 112. // LOOK INTO MY EYESQ: 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 47% 53% Eyes Hair 23% 40% Hair Private part 14% 26% Breasts / Cleavage Feet 14% 23% Finger / nails Face 14% 16% Mouth / teethN = 258 / F = No
  • 113. // HER FAVOURITE BODY PARTSQ: 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 53% My hair 40% My breasts / cleavage 26% My fingers / nails 23% My mouth / teeth 16% My face in general 15% My feet 15% My buttocks 13% My skin 12% My hands / wrists 6% My neck 5% My back 5% My ankles 5% I‟m proud of everything! 4% 26% 15% 13%28% 16% 14% 11% My belly / stomach 4% 8% 7% 7% 6% 6% My shoulders 4% Shopping Youth movement Going to the cinemaGoing out (bar, disco...) Gaming (computer / console) Watching television Hanging out, doing nothing Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) My chest 4% My ears 2% My muscles in general 2% My belly button My arms My private parts My cheeks I‟m not proud of anything My upper legs My lower legs My toes 0% Romania Average cross studied countriesN = 126/ F = If female
  • 114. // 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 40% My breasts / cleavage 23% My mouth / teeth 19% My buttocks 18% My upper legs 17% My feet 16% My hair 15% My skin 14% My face in general 12% My eyes 6% My lower legs 5% My muscles in general 5% My fingers / nails 3% My hands / wrists 3% 26% 15% 13%28% 16% 14% 11% 8% 7% 7% 6% 6% My arms 3% My chest 3% Shopping Youth movement Going to the cinemaGoing out (bar, disco...) Gaming (computer / console) Watching television Hanging out, doing nothing Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) My private parts My toes My back I would like to change everything! My ankles My cheeks My shoulders My ears My neck My belly button Romania Average cross studied countriesN = 126/ F = If female
  • 115. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 2% 10% 88% 53% 20% Everything Something Nothing N = 126 / F = If female TOP 2% 31% 22% 20% 16% 12% Consider surgery? 28% 24% N = 113 F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 90% female Gen Yers would consider to change at least something about their body! Of those, 28%females does consider cosmetic surgery.
  • 116. // HIS FAVOURITE BODY PARTSQ: 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 47% My hair 23% My skin 19% My private parts 14% My feet 14% My face in general 14% I‟m proud of everything! 12% My arms 12% My mouth / teeth 12% My muscles in general 11% My chest 9% My buttocks 8% My shoulders 7% My back 6% 26% 15% 13%28% 16% 14% 11% I‟m not proud of anything 6% 8% 7% 7% 6% 6% My fingers / nails 5% Shopping Youth movement Going to the cinemaGoing out (bar, disco...) Gaming (computer / console) Watching television Hanging out, doing nothing Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) My cheeks 5% My belly / stomach 4% My hands / wrists3% My toes My lower legs My belly button My neck My breasts / cleavage My ears My ankles My upper legs 0% Romania Average cross studied countriesN = 132/ F = If male
  • 117. // 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 34% My belly / stomach 24% My hair 14% My mouth / teeth 14% My face in general 9% My chest 8% My skin 8% My private parts 8% My arms 7% My fingers / nails 6% My buttocks 4% My back 4% My ears 4% My shoulders 4% 26% 15% 13%28% 16% 14% 11% 8% 7% 7% 6% 6% My eyes 4% My upper legs 3% Shopping Youth movement Going to the cinemaGoing out (bar, disco...) Gaming (computer / console) Watching television Hanging out, doing nothing Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) Taking care/playing with my pet(s) My hands / wrists My ankles My neck My feet My lower legs I would like to change everything! My cheeks My belly button My toes My breasts / cleavage Romania Average cross studied countriesN = 132/ F = If male
  • 118. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 2% 29% 70% 53% 20% Everything Something Nothing N = 132/ F = If male TOP 2% 47% 12% 17% 13%11% Consider surgery? 24% 23% N = 93/ F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 71% male Gen Yers are happy about their body and would not like to change something 24% would consider plastic surgery.
  • 119. // Hot takeaways78% of the Romanian Yrs considers themselves to beunique. They want to be unique in the things they say toothers (62%), their hobbies (58%) and the clothes theywear (55%). 1 out of 5 does not want to be unique in thebrands they use. If they would, they‟ll probably wear A&F(56%) or Tommy Hilfiger (55%) as clothing brands &Converse Allstars (51%) as a sports brand to be uniquein what they wear. Eat Doritos (41%) and drink Coca-Cola (48%) or Red Bull (40%), while using Apple (67%)or Microsoft (65%) technology.Above all, Romanian Yers want to be remembered as areliable person (49%) and a good friend (42%).
  • 120. //POLAND
  • 121. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 253 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Male 51% Gender Female 49% Questionnaire 15-18 35% • Survey of 20 minutes Age 19-21 22-25 29% 36% I‟m still studying 66% No job, not looking for one 5% No job, looking for on 8% Professional Job, < 1 year working experience 4% Situation Job, 1 year working experience 4% Job, 2 years working experience 8% Job, 3 years working experience 3% Job, > 3 years working experience 3% Single, no kids 60% Single, kids 1% Private situation Partner, no kids 33% Partner, kids 6%
  • 122. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 67 % of the Polish Yers think they’re unique! 100% 75% 50% 25% Poland Average cross studied countriesN = 253 / F = No
  • 123. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tommy Hilfiger Clothing Abercrombie & Fitch (A&F) Levi‟s Zara H&M Diesel Sports Converse Allstars Nike Adidas Puma Coca-Cola Food & Drinks M&M‟s Within the research categories, the Pepsi Red Bull perceived uniqueness of brands McDonald‟s can differ a lot. Overall winners are Mars Doritos Apple (61%) and its sub brand Technology Apple iPhone (59%), followed at close Sony Microsoft foot by Tommy Hilfiger (56%). HP Nintendo Dell Personal Care L‟Oreal Nivea Gilette Dove Axe / Lynx Mobile iPhone Nokia Sony Ericsson Samsung Belgium Poland Average cross studied countries Average cross studied countiriesN = 253 / F = No
  • 124. // 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 reliable person 35% ...a smart person 34% ...a good friend 30% ...an original / creative person 22% ...an honest person 21% ...a happy person 19% ...a funny person 16% ...a unique person 14% ...a hard worker 11% ...a true soul mate 11% ...a perfect mom/dad 10% ...a sexy / beautiful person 10% 24% 19% 16%26% 20% 17% 13% 12% 11% 11% 6% 4% ...a popular person 9% ...a kind person 9% Shopping Cooking Going to the cinema Gaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Having sex Sporting / Exercising Going to a concert Checking my social networksReading (books, newspapers...) ...an authentic person ...a caring person ...a cool person ...a successful businessman/woman ...a socially and ecologically engaged person ...a cosmopolitan ...a famous person Millennials want to be remembered as a lovely person who was a Someone else, please specify: reliable (35%) and smart (34%) and good friend (30%) None of the above person. The last thing they want, is being remembered as popular and/or famous. Poland Average cross studied countries N = 253 / F = No
  • 125. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Polish Gen Yers want to stand out by their profession(59%) and hobbies (59%). Polish Yers lack of interested in politics is again confirmed, moreover Polish Yers also don‟t want to be remembered from the things they share online. SOMEONE ELSE UNIQUE NOT MYSELF UNIQUE MYSELF 7% 73% ...your profession 6% 59% 73% 12% 71% ...your hobbies 9% 59% 71% 10% 65% ...the things you say to others 65% 9% 56% 6% 64% ...your body 64% 10% 53% 9% 60% ...the clothes you wear 60% 10% 53% 16% 57% 57% ...the company you work for (or will be working for 10% future) in the 9% 52% 57% ...the music you listen to 57% 8% 51% 17% 54% 54% 13% 47% ...the cities/countries you visit 18% 51% 51% ...the brands you use 23% 14% 50% 40% 50% ...your hairstyle 25% 17% 48% 39% 48% 28% ...the bars, restaurants, museums, etc. you visit 15% 44% 35% 44% ...the text messages you send to friends 23% 15% 44% 35% 44% ...the food you eat 30% 18% 42% 31% 42% ...the things you share online 32% 38% 22% 30% 38% 34% 34% ...the political ideology you believe in 21% 26% 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 Rest3 - Neutral / F average / 2 N = 253 = No 4 5 - I want to be very unique TOP 2 Rest
  • 126. // LOOK INTO MY EYESQ: 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 35% 47% Eyes Hair 25% 33% Hair Buttucksr 15% 26% Breasts / Cleavage Private Parts 15% 18% Finger / nails Belly 12% 17% Mouth / teethN = 253 / F = No
  • 127. // 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 47% My hair 33% My breasts / cleavage 26% My fingers / nails 18% My mouth / teeth 17% My buttocks 13% My hands / wrists 11% My face in general 10% My skin 10% My arms 8% My neck 7% My lower legs 7% My belly / stomach 7% My ears 7% 24% 19% 16%26% 20% 17% 13% 12% 11% 11% 6% 4% I‟m not proud of anything 6% My upper legs 5% Shopping Cooking Going to the cinema Gaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Having sex Sporting / Exercising Going to a concert Checking my social networksReading (books, newspapers...) My private parts 4% My muscles in general 4% I‟m proud of everything! 4% My back My feet My toes My chest My belly button My cheeks My shoulders My ankles 0% Poland Average cross studied countries N = 124/ F = If female
  • 128. // 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 35% My skin 24% My mouth / teeth 23% My breasts / cleavage 23% My buttocks 16% My hair 13% My lower legs 12% My face in general 11% My fingers / nails 7% My shoulders 6% My muscles in general 6% I would like to change everything! 5% 24% 19% 16%26% 20% 17% 13% 12% 11% 11% My ears 5% 6% 4% My arms 4% Shopping Cooking Going to the cinema Gaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Having sex My toes Sporting / Exercising Going to a concert Checking my social networksReading (books, newspapers...) 4% My cheeks My feet My eyes My back My hands / wrists My chest My private parts My ankles My neck My belly button Poland Average cross studied countriesN = 124/ F = If female
  • 129. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 5% 5% 90% 53% 20% Everything Something Nothing N = 124 / F = If female TOP 2% 42% 23% 5% 17% 13% Consider surgery? 30% 24% N = 118F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 95% female Gen Yers would consider to change at least something about their body! Of those, almost 1 out of 3 females does consider cosmetic surgery.
  • 130. // HIS FAVOURITE BODY PARTSQ: 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 35% My hair 25% My buttocks 15% My private parts 15% My belly / stomach 12% My hands / wrists 11% My chest 11% My mouth / teeth 10% My muscles in general 10% My lower legs 9% I‟m proud of everything! 9% My face in general 9% My shoulders 9% My arms 9% My skin 8% 24% 19% 16%26% 20% 17% 13% 12% 11% 11% 6% 4% My back 8% I‟m not proud of anything 6% Shopping Cooking Going to the cinema Gaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothing Having sex Sporting / Exercising Going to a concert Checking my social networksReading (books, newspapers...) My ankles 4% My upper legs 4% My neck My ears My feet My fingers / nails My toes My belly button My cheeks My breasts / cleavage 0% Poland Average cross studied countriesN = 129/ F = If male
  • 131. // 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 belly / stomach 29% My mouth / teeth 19% My muscles in general 19% My chest 18% My skin 15% My face in general 12% My upper legs 10% My private parts 10% My hair 8% My ears 8% My eyes 6% My shoulders 5% My feet 5% My back 5% My buttocks 5% 24% 19% 16%29% 26% 20% 17% 13% 12% 11% 11% 6% 4% My lower legs 3% My fingers / nails Shopping Cooking Going to the cinema Gaming (computer / console) Going out (bar, disco...) Watching television Hanging out, doing nothingHanging out with friends Having sex Sporting / Exercising Going to a concert Checking my social networks Reading (books, newspapers...) My toes My neck My arms My hands / wrists My cheeks I would like to change everything! My ankles My breasts / cleavage My belly button Poland Average cross studied countries N = 129/ F = If male
  • 132. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 2% 22% 77% 53% 20% Everything Something Nothing N = 127/ F = If male TOP 2% 52% 17% 12% 13%7% Consider surgery? 20% 23% N = 103/ F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 78% 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, 20% would consider plastic surgery.
  • 133. // Hot takeaways67% of the Polish Yrs considers themselves to be unique.They want to be unique in their profession (59%), theirhobbies (59%) & the things they say to others (56%).14% does not want to be unique in the brands they use. Ifthey would, they‟ll probably wear Tommy Hilfiger (54%) orA&F (53%) as clothing brands & Converse Allstars (48%)as a sports brand to be unique in what they wear. EatM&M‟s (45%) and drink Coca-Cola (46%), while usingApple technology (61%).Above all, Polish Yers want to be remembered as areliable (35%) and smart (34%) person and a good friend(30%).
  • 134. //ITALY
  • 135. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 252 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Gender Male Female 51% 49% 15-18 33% Age 19-21 27% Questionnaire 22-25 40% • Survey of 20 minutes I‟m still studying 69% No job, not looking for one 1% No job, looking for on 11% Professional Job, < 1 year working experience 3% Situation Job, 1 year working experience 4% Job, 2 years working experience 6% Job, 3 years working experience 2% Job, > 3 years working experience 5% Single, no kids 69% Single, kids 2% Private situation Partner, no kids 25% Partner, kids 4%
  • 136. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 70 % of the Italian Yers think they’re unique! 100% 75% 50% 25% Italy Average cross studied countriesN = 252 / F = No
  • 137. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Abercrombie & Fitch (A&F) Levi‟s Diesel Zara Tommy Hilfiger H&M Sports Converse Allstars Within the research categories, the Nike Adidas perceived uniqueness of brands Puma can differ a lot. Overall winners are Food & Drinks Coca-Cola M&M‟s Apple (65%) and its sub brand McDonald‟s Red Bull iPhone (61%), followed at close Doritos Pepsi foot by Coca- Cola (58%) and Mars Converse Allstar Technology Apple Within the category of „food & drinks‟, Microsoft Nintendo Coca-Cola keeps its position of Sony strongest brand but other brands like HP Dell M&M‟s (42%), Mc Donalds (39%) and Red Bull (39%) are also Personal Care Dove perceived as being unique. Gilette L‟Oreal Axe / Lynx Nivea Mobile iPhone Nokia Samsung Sony Ericsson Belgium Italy Averagecross studied countiries Average cross studied countriesN = 252 / F = No
  • 138. // 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% ...an honest person 28% ...a smart person 27% ...a reliable person 23% ...a funny person 22% ...an authentic person 18% ...a popular person 17% ...a unique person 17% ...a happy person 15% ...an original / creative person 13% ...a kind person 12% ...a true soul mate 10% ...a perfect mom/dad 7% ...a socially and ecologically engaged person 7% ...a successful businessman/woman ...a hard worker ...a caring person ...a sexy / beautiful person ...a cosmopolitan ...a cool person ...a famous person Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (34%) and a honest (28%) and smart (27%) person. The last thing they want, is being remembered as a famous None of the above and/or a cool person.70% N = 252 / F = No ITALY Average cross studied countries60%
  • 139. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Italian Gen Yers want to stand out by powerful words (53%) and their hobbies (47%). Again, the economical aspirations pop- up as 1 out of 2 Millennials want to be unique in their profession (51%) and the company they(„ll be) work(ing) for (41%). Italian Yers do not express themselves online that much: Only 24% wants to be unique in the things they share online. SOMEONE ELSE NOT UNIQUE MYSELF UNIQUE MYSELF ...the things you say to others 7% 12% 73% 53% 73% ...your profession 12% 71% 13% 51% 71% ...your hobbies 10% 65% 16% 47% 65% 6% 64% ...the clothes you wear 17% 44% 64% ...the company you work for (or will be working 9% 60% for in the future) 60% 17% 41% 16% 57% ...the cities/countries you visit 57% 20% 36% 10% 57% ...the music you listen to 57% 22% 36% 17% 54% 54% ...your body 24% 35% 18% 51% 51% ...the political ideology you believe in 24% 34% 23% 50% ...the 50% brands you use 25% 26% 48% 33% 48% ...your hairstyle 28% 27% 44% 30% 44% ...the text messages you send to friends 23% 29% 44% 29% 44% ...the food you eat 30% 28% 42% 27% 42% 32% ...the bars, restaurants, museums, etc. you visit 29% 38% 26% 38% 34% ...the things you share online 34% 28% 24% 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 Rest3 - Neutral / F average / 2 N = 252 = No 4 5 - I want to be very unique TOP 2 Rest
  • 140. // LOOK INTO MY EYESQ: 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 41% 56% Eyes Hair 18% 35% Hair Shoulders 18% 24% Buttocks Face in general 17% 21% Breasts / cleavage Buttocks 16% 17% Hands / wristsN = 252 / F = No
  • 141. // 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 56% My hair 35% My buttocks 24% My breasts / cleavage 21% My hands / wrists 17% My face in general 15% My mouth / teeth 15% My back 12% My skin 11% My fingers / nails 11% My upper legs 7% My feet 7% My belly / stomach 6% My ankles 5% My ears 5% My lower legs 4% My neck My shoulders My private parts My arms My cheeks My belly button My muscles in general My chest My toes Something else, please specify: I‟m not proud of anything 2% I‟m proud of everything! 3%70% N = 123 / F = If female ITALY Average cross studied countries60%
  • 142. // 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 39% My upper legs 30% My breasts / cleavage 30% My buttocks 23% My mouth / teeth 20% My skin 13% My hair 12% My hands / wrists 10% My lower legs 9% My feet 7% My fingers / nails 7% My face in general 6% My toes 5% My ears 4% My eyes 4% My back 4% My arms My shoulders My muscles in general My ankles My cheeks My neck My private parts My chest My belly button Something else, please specify: None of the above 7% I would like to change everything! 1%70% N = 123 / F = If female ITALY Average cross studied countries60%
  • 143. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 7% 92% 53% 20% Everything Something Nothing N = 123 / F = If female TOP 2% Consider surgery? 40% 21% 19% 13%8% 21% 24% N = 114 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 9 out of 10 female Gen Yers would consider to change at least something about their body! Of those, 1 out of 5 does not say no to cosmetic surgery.
  • 144. // 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 41% My hair 18% My shoulders 18% My face in general 17% My buttocks 16% My mouth / teeth 16% My muscles in general 14% My private parts 14% My hands / wrists 14% My upper legs 12% My skin 10% My back 7% My fingers / nails 6% My feet 6% My belly / stomach 5% My lower legs 5% My chest My arms My toes My neck My cheeks My belly button My ears My ankles My breasts / cleavage Something else, please specify: I‟m not proud of anything 2% I‟m proud of everything! 6%70% N = 128 / F = If male ITALY Average cross studied countries0%
  • 145. // 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 belly / stomach 23% My muscles in general 23% My private parts 16% My hair 13% My mouth / teeth 10% My face in general 10% My buttocks 10% My skin 9% My eyes 9% My back 8% My upper legs 8% My shoulders 7% My lower legs 7% My feet 7% My chest 5% My ankles 5% My toes My ears My cheeks My arms My fingers / nails My belly button My hands / wrists My neck My breasts / cleavage Something else, please specify: None of the above 20% I would like to change everything! 1%70% N = 128 / F = If male ITALY Average cross studied countries0%
  • 146. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 20% 79% 53% 20% Everything Something Nothing N = 128 / F = If male TOP 2% Consider surgery? 41% 13% 24% 13%9% 22% 23% N = 103 / 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 5 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, 22% would consider plastic surgery.
  • 147. // Hot takeaways70% of the Italian Yrs considers themselves to be unique.They want to be unique in the things they say to others(53%), their profession (51%) & their hobbies (47%). 1out of 4 does not want to be unique in the brands theyuse. If they would, they‟ll probably wear A&F (41%) orLevi‟s (40%) as clothing brands & Converse Allstars(56%) as a sports brand to be unique in what they wear.Eat M&M‟s (42%) and drink Coca-Cola (58%) while usingApple technology (65%).Above all, Italian Yers want to be remembered as a goodfriend (34%) and a honest (28%), & smart (27%) person.
  • 148. //INDIA
  • 149. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Male 50% Gender Questionnaire Female 50% • Survey of 20 minutes Age 15-18 19-21 38% 27% 22-25 34% I‟m still studying 57% No job, not looking for one 4% No job, looking for on 8% Professional Job, < 1 year working experience 9% Situation Job, 1 year working experience 7% Job, 2 years working experience 7% Job, 3 years working experience 2% Job, > 3 years working experience 6% Single, no kids 90% Single, kids 1% Private situation Partner, no kids 7% Partner, kids 2%
  • 150. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 71 % of the Indian Yers think they’re unique! 100% 75% 50% 25% India Average cross studied countriesN = 249 / F = No
  • 151. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Tommy Hilfiger Diesel Levi‟s Zara Abercrombie & Fitch (A&F) H&M Sports Adidas Puma Nike Converse Allstars Food & Drinks McDonald‟s M&M‟s Within the research categories, the Red Bull Doritos perceived uniqueness of brands Mars can differ a lot. Overall winners are Pepsi Coca-Cola Nokia (75%) and Apple (72%), Technology Apple followed at close foot by Microsoft Microsoft Dell (71%). Sony HP Nintendo Personal Care L‟Oreal Dove Gilette Axe / Lynx Nivea Mobile Nokia iPhone Samsung Sony Ericsson IndiaBelgium Average cross studied countries Average cross studied countiriesN = 249 / F = No
  • 152. // 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 33% ...an honest person 29% ...a unique person 21% ...a true soul mate 20% ...a caring person 17% ...a reliable person 16% ...a happy person 16% ...a hard worker 15% ...a kind person 14% ...an original / creative person 13% ...a funny person 12% ...a smart person 10% 24% 18% 13%26% 20% 16% 12% 9% 6% 5% 5% 4% ...a cool person 10% ...a famous person 9% Shopping Cooking Chatting / telephoning Going to the cinema Youth movement Gaming (computer / console) Hanging out, doing nothing Hanging out with friends Having sex Sporting / Exercising Checking my social networksReading (books, newspapers...) ...a successful businessman/woman ...a sexy / beautiful person ...a socially and ecologically engaged person ...an authentic person ...a perfect mom/dad ...a popular person ...a cosmopolitan Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (33%) and honest (29%) and unique (21%) None of the above person. The last thing they want, is being remembered as popular India Average cross studied countries and/or cosmopolitan. N = 249 / F = No
  • 153. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Indian Gen Yers want to stand out by their profession(66%) and the things they say (66%). The lack of interested in politics is again confirmed, moreover Indian Yers also don‟t want to be remembered from the bars they visit. SOMEONE ELSE NOT UNIQUE MYSELF UNIQUE MYSELF ...your profession 7% 73% 6% 66% 73% ...the things you say to others 12% 71% 71% 9% 66% ...your hobbies 10% 65% 65% 8% 65% 6% 64% ...the text messages you send to friends 64% 10% 63% 9% 60% ...the brands you use 60% 10% 59% 16% 57% ...the company you work for (or will be working for in the future) 57% 8% 59% 10% 57% ...the clothes you wear 57% 17% 10% 54% 58% 54% ...the cities/countries you visit 18% 12% 51% 57% ...the music you listen to 51% 23% 12% 50% 56% 50% ...your body 25% 9% 48% 54% 48% ...the things you share online 28% 11% 44% 53% 44% ...the food you eat 23% 44% 15% 48% 44% ...your hairstyle 30% 42% 17% 47% 42% ...the political ideology you believe in 32% 38% 17% 46% 38% 34% 34% ...the bars, restaurants, museums, etc. you visit 20% 38% 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 Rest3 - Neutral / F average / 2 N = 249 = No 4 5 - I want to be very unique TOP 2 Rest
  • 154. // LOOK INTO MY EYESQ: 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 38% 61% Eyes Hair 28% 49% Hair Skin 26% 33% Skin Face 21% 23% Face Ears 18% 14% Fingers / NailsN = 249 / F = No
  • 155. // 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 51% My hair 49% My skin 33% My face in general 23% My fingers / nails 14% I‟m proud of everything! 13% My mouth / teeth 9% My hands / wrists 8% My cheeks 8% My feet 7% My neck 6% My breasts / cleavage 6% My ears 3% I‟m not proud of anything 3% 24% 18% 13%26% 20% 16% 12% 9% 6% 5% 5% 4% My back 3% My belly / stomach 3% Shopping Cooking Chatting / telephoning Going to the cinema Youth movement Gaming (computer / console) Hanging out, doing nothing Hanging out with friends Having sex Sporting / Exercising Checking my social networksReading (books, newspapers...) My shoulders 2% My chest 2% My ankles 2% My arms My upper legs My buttocks My muscles in general My lower legs My private parts My belly button My toes 0% India Average cross studied countries N = 122/ F = If female
  • 156. // 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 skin 26% My hair 23% My belly / stomach 14% My mouth / teeth 14% My eyes 13% My feet 10% My fingers / nails 9% My upper legs 9% My hands / wrists 8% My buttocks 8% My breasts / cleavage 7% My arms 7% My lower legs 5% My face in general 5% 24% 18% 13%26% 20% 16% 12% 9% 6% 5% 5% 4% My chest 5% My back 4% Shopping Cooking Chatting / telephoning Going to the cinema Youth movement Gaming (computer / console) Hanging out, doing nothing Hanging out with friends Having sex Sporting / Exercising Checking my social networksReading (books, newspapers...) My cheeks My shoulders My private parts My neck My ears My muscles in general I would like to change everything! My toes My belly button My ankles India Average cross studied countries N = 122/ F = If female
  • 157. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 2% 27% 71% 53% 20% Everything Something Nothing N = 122 / F = If female TOP 2% 36% 13% 28% 10% 13% Consider surgery? 23% 24% N = 89F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 63% female Gen Yers would consider to change at least something about their body! Of those, 1 out of 4 females does consider cosmetic surgery.
  • 158. // 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 36% My hair 29% My skin 25% My face in general 21% My ears 18% My chest 15% My private parts 13% I‟m proud of everything! 12% My fingers / nails 10% My hands / wrists 10% My muscles in general 10% My cheeks 9% My mouth / teeth 9% My shoulders 7% My arms 7% 24% 18% 13%26% 20% 16% 12% I‟m not proud of anything 4% 9% 6% 5% 5% 4% My feet 4% Shopping Cooking Chatting / telephoning Going to the cinema Youth movement Gaming (computer / console) Hanging out, doing nothing Hanging out with friends Having sex Sporting / Exercising Checking my social networksReading (books, newspapers...) My neck 4% My lower legs 3% My upper legs My toes My ankles My belly / stomach My breasts / cleavage My back My buttocks My belly button 0% India Average cross studied countries N = 127/ F = If male
  • 159. // 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 hair 24% My eyes 18% My skin 17% My face in general 17% My mouth / teeth 17% My chest 15% My muscles in general 15% My belly / stomach 14% My arms 13% My ears 12% My private parts 9% My fingers / nails 9% My hands / wrists 7% My feet 6% My shoulders 5% 24% 18% 13%26% 20% 16% 12% 9% 6% 5% 5% 4% My toes 5% My cheeks Shopping Cooking Chatting / telephoning Going to the cinema Youth movement Gaming (computer / console) Hanging out, doing nothing Hanging out with friends Having sex Sporting / Exercising Checking my social networksReading (books, newspapers...) My buttocks My upper legs My lower legs My back My neck I would like to change everything! My belly button My ankles My breasts / cleavage India Average cross studied countries N = 127/ F = If male
  • 160. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 2% 16% 82% 53% 20% Everything Something Nothing N = 127/ F = If male TOP 2% 31% 11% 30% 12% 15% Consider surgery? 27% 23% N = 106/ F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 84% 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.
  • 161. // Hot takeaways71% of the Indian Yrs considers themselves to be unique.They want to be unique in their profession (66%), thethings they say to others (65%) & their hobbies (65%). 1out of 10 does not want to be unique in the brands theyuse. If they would, they‟ll probably wear Tommy Hilfiger(67%) or Diesel (59%) as clothing brands & Adidas (68%)as a sports brand to be unique in what they wear. Eat McDonalds (42%) and drink Red Bull (50%), while usingApple (73%) or Microsoft (72%) technology.Above all, Indian Yers want to be remembered as a goodfriend (33%) and an honest (29%) & unique (21%)person.
  • 162. //GERMANY
  • 163. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 256 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Gender Male Female 51% 49% 15-18 36% Age 19-21 27% Questionnaire 22-25 37% • Survey of 20 minutes I‟m still studying 59% No job, not looking for one 3% No job, looking for on 4% Professional Job, < 1 year working experience 9% Situation Job, 1 year working experience 7% Job, 2 years working experience 5% Job, 3 years working experience 5% Job, > 3 years working experience 8% Single, no kids 63% Single, kids 1% Private situation Partner, no kids 35% Partner, kids 1%
  • 164. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 60 % of the German Yers think they’re unique! 100% 75% 50% 25% Germany Average cross studied countriesN = 256 / F = No
  • 165. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Abercrombie & Fitch (A&F) Zara Diesel H&M Tommy Hilfiger Levi‟s Sports Converse Allstars Nike Adidas Within the research categories, the Puma perceived uniqueness of brands Food & Drinks Coca-Cola McDonald‟s can differ a lot. Overall winners are M&M‟s Red Bull Apple (60%) and its sub brand Doritos iPhone (57%), followed by Mars Pepsi Converse Allstars (43%). Within the category of „clothing‟, Technology Apple Microsoft Nintendo Abercrombie & Fitch (40%) Dell between all the other brands that are Sony HP perceived unique by less than 1 out of 3 youngsters. Personal Care Dove Axe / Lynx Nivea L‟Oreal Gilette Mobile iPhone Sony Ericsson Samsung Nokia Belgium Germany Averagecross studied countiries Average cross studied countriesN = 256 / F = No
  • 166. // 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 39% ...an honest person 29% ...a caring person 26% ...a reliable person 21% ...a happy person 18% ...a unique person 18% ...a smart person 17% ...a funny person 17% ...a kind person 15% ...a true soul mate 14% ...an authentic person 11% ...an original / creative person 10% ...a popular person 9% ...a sexy / beautiful person 7% ...a perfect mom/dad ...a socially and ecologically engaged person ...a hard worker ...a successful businessman/woman ...a cool person ...a cosmopolitan ...a famous person Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (39%) and a honest (29%) and caring (26%) person. The last thing they want, is being remembered as a famous None of the above person and/or a cosmopolitan.70% N = 256 / F = No GERMANY Average cross studied countries0%
  • 167. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? German Gen Yers want to stand out by powerful words (43%) and a unique music style (42%). Again, the economical aspirations pop-up as 2 out of 5 Millennials want to be unique in their profession (43%) and the company they(„ll be) work(ing) for (38%). The lack of interested in politics is again confirmed: Only a 1 out of 5 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% 73% 10% 43% 73% ...your profession 12% 71% 15% 43% 71% ...the music you listen to 10% 65% 15% 42% 65% ...the cities/countries you visit 6% 64% 64% 17% 42% ...the clothes you wear 9% 60% 60% 19% 39% 16% 57% ...your hobbies 57% 16% 38% ...the company you work for (or will be working 10% 57% for in the future) 57% 18% 38% 17% 54% ...your body 54% 18% 34% 18% 51% ...the text messages you send to friends 51% 24% 31% 23% 50% ...the 50% you share online things 20% 29% 25% 48% 48% ...the brands you use 28% 25% 44% 27% 44% ...your hairstyle 23% 29% 44% 25% 44% ...the bars, restaurants, museums, etc. you visit 30% 24% 42% 23% 42% ...the food you eat 32% 26% 38% 20% 38% ...the political ideology you believe in 34% 30% 34% 20% 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 Rest3 - Neutral / F average / 2 N = 256 = No 4 5 - I want to be very unique TOP 2 Rest
  • 168. // LOOK INTO MY EYESQ: 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 30% 48% Eyes Hair 25% 27% Hair Muscles in general 17% 21% Breasts / Cleavage Face in general 14% 13% Face in general Mouth / teeth 13% 13% ButtocksN = 256 / F = No
  • 169. // HER FAVOURITE BODY PARTSQ: 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 27% My breasts / cleavage 21% My face in general 13% My buttocks 13% My mouth / teeth 11% My hands / wrists 11% My belly / stomach 10% My skin 9% My fingers / nails 9% My feet 7% My belly button 6% My arms 5% My shoulders 5% My private parts 4% My back 4% My upper legs My neck My ears My ankles My lower legs My muscles in general My cheeks My chest My toes Something else, please specify: I‟m not proud of anything 10% I‟m proud of everything! 7% 70%N = 125 / F = If female GERMANY Average cross studied countries 0%
  • 170. // 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 36% My upper legs 31% My breasts / cleavage 28% My buttocks 20% My mouth / teeth 17% My skin 12% My hair 11% My lower legs 8% My toes 6% My feet 6% My fingers / nails 5% My face in general 4% My muscles in general 3% My arms 2% My eyes 2% My hands / wrists 2% My belly button My chest My ears My back My neck My private parts My ankles My cheeks My shoulders Something else, please specify: None of the above 14% I would like to change everything! 6% 70%N = 125 / F = If female GERMANY Average cross studied countries 0%
  • 171. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 6% 14% 81% 53% 20% Everything Something Nothing N = 125 / F = If female TOP 2% 25% 25% 20% 22% Consider surgery? 30% 24% N = 108 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 8 out of 10 female Gen Yers would consider to change at least something about their body! Of those, 1 out of 3 does not say no to cosmetic surgery.
  • 172. // HIS FAVOURITE BODY PARTSQ: 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 30% My hair 25% My muscles in general 17% My face in general 14% My mouth / teeth 13% My hands / wrists 12% My private parts 12% My lower legs 10% My back 10% My chest 7% My belly / stomach 6% My shoulders 6% My buttocks 5% My arms 5% My cheeks 5% My ears 5% My skin My feet My ankles My toes My fingers / nails My upper legs My neck My belly button My breasts / cleavage Something else, please specify: I‟m not proud of anything 7% I‟m proud of everything! 14% 70%N = 130 / F = If male GERMANY Average cross studied countries 0%
  • 173. // 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 belly / stomach 24% My mouth / teeth 20% My muscles in general 14% My private parts 12% My skin 11% My chest 10% My hair 9% My fingers / nails 9% My upper legs 8% My toes 8% My face in general 8% My feet 7% My buttocks 5% My ears 5% My arms 3% My neck 3% My cheeks My hands / wrists My belly button My ankles My shoulders My eyes My lower legs My back My breasts / cleavage Something else, please specify: None of the above 22% I would like to change everything! 3% 70%N = 130 / F = If male GERMANY Average cross studied countries 0%
  • 174. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 3% 22% 75% 53% 20% Everything Something Nothing N = 130/ F = If male TOP 2% 44% 22% 15% 16% Consider surgery? 19% 23% N = 102 / 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 5 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.
  • 175. // Hot takeaways6 out of 10 German Yrs considers themselves to beunique. They want to be unique in the words they use(43%), the music they listen to (42%) and their profession(43%). 1 out of 4 does not want to be unique in thebrands they use! If they would, they‟ll probably use A&Fas a clothing brand, Converse Allstars as a sports brandto be unique in what they wear. Eat McDonald‟s and drinkCoca-Cola, while using Apple technology.Above all, German Yers want to be remembered as aperson who was a good friend (39%) and an honest(29%) and a caring (26%) person.
  • 176. //FRANCE
  • 177. // 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 Gender Male Female 51% 49% 15-18 37% Age 19-21 27% Questionnaire 22-25 36% • Survey of 20 minutes I‟m still studying 59% No job, not looking for one 2% No job, looking for on 6% Professional Job, < 1 year working experience 9% Situation Job, 1 year working experience 7% Job, 2 years working experience 6% Job, 3 years working experience 5% Job, > 3 years working experience 7% Single, no kids 72% Single, kids 2% Private situation Partner, no kids 21% Partner, kids 4%
  • 178. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 57 % of the French Yers think they’re unique! 100% 75% 50% 25% France Average cross studied countriesN = 251/ F = No
  • 179. // 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 Levi‟s Abercrombie & Fitch (A&F) Diesel Tommy Hilfiger Zara H&M Sports Converse Allstars Adidas Puma Nike Within the research categories, the M&M‟s perceived uniqueness of brands Food & Drinks Coca-Cola can differ a lot. Overall winners are McDonald‟s Red Bull Apple (57%) and its sub brand Mars Doritos iPhone (57%), followed closely by Pepsi M&M’s and (50%) Converse Technology Apple Microsoft Allstars (49%). Nintendo Within the category of „food & drinks‟, Sony Dell Coca-Cola‟s position of strongest HP brand has been beaten by M&M‟s Personal Care Axe / Lynx Dove Nivea L‟Oreal Gilette Mobile iPhone Sony Ericsson Nokia Samsung70% N = 251 / F = No FRANCE Average cross studied countries0%
  • 180. // 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 33% ...a kind person 26% ...an honest person 24% ...a funny person 21% ...a reliable person 17% ...a unique person 17% ...an original / creative person 15% ...a cool person 12% ...a caring person 12% ...an authentic person 12% ...a happy person 11% ...a true soul mate 10% ...a smart person 10% ...a socially and ecologically engaged person 7% ...a sexy / beautiful person ...a perfect mom/dad ...a hard worker ...a successful businessman/woman ...a popular person ...a cosmopolitan ...a famous person Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (33%) and a kind (26%) and honest (24%) person. The last thing they want, is being remembered as a famous None of the above person and/or a cosmopolitan.70% N = 251 / F = No FRANCE Average cross studied countries0%
  • 181. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? French Gen Yers want to stand out by powerful words (51%) and a unique clothing style (43%). Again, the economical aspirations pop-up as more than 1 out of 3 Millennials want to be unique in their profession (39%) and the company they(„ll be) work(ing) for (38%). The lack of interested in politics is again confirmed: Only a 1 out 5 (19%) wants to be unique in the political ideology they believe in. SOMEONE ELSE NOT UNIQUE MYSELF UNIQUE MYSELF 7% 73% ...the things you say to others 10% 51% 73% 12% 71% ...the clothes you wear 71% 17% 43% 10% 65% 65% ...the music you listen to 18% 40% 6% 64% 64% ...the text messages you send to friends 16% 39% 9% 60% 60% ...your profession 16% 39% 16% 57% ...the company you work for (or will be working 57% 16% 38% for in the future) 10% 57% 57% 21% 36% ...your body 17% 54% 54% 18% 36% ...the cities/countries you visit18% 51% 51% 23% 18% 50% 35% ...your hobbies 50% 25% 26% 48% 33% ...your hairstyle 48% 28% 20% 44% 29% ...the things you share online 44% 23% 25% 44% 25% ...the brands you use 44% 30% 42% 26% 23% ...the bars, restaurants, museums, etc. you visit 42% 32% 38% 27% 20% ...the food you eat 38% 34% 34% 34% 27% 19% ...the political ideology you believe in 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 Rest3 - Neutral / F average / 2 N = 251 = No 4 5 - I want to be very unique TOP 2 Rest
  • 182. // LOOK INTO MY EYESQ: 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 28% 50% Eyes Buttocks 17% 37% Hair Hair 13% 19% Breasts / Cleavage Mouth / teeth 10% 16% Mouth / teeth 134 Face in general 10% Buttocks %N = 251 / F = No
  • 183. // HER FAVOURITE BODY PARTSQ: 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 50% My hair 37% My breasts / cleavage 19% My mouth / teeth 16% My buttocks 14% My hands / wrists 10% My face in general 10% My fingers / nails 9% My belly / stomach 8% My lower legs 8% My skin 6% My upper legs 6% My muscles in general 5% My chest 4% My back 3% My arms 2% My shoulders My feet My cheeks My ankles My private parts My toes My ears My neck My belly button Something else, please specify: I‟m not proud of anything 7% I‟m proud of everything! 3% 70%N = 123 / F = If female FRANCE Average cross studied countries 0%
  • 184. // 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 34% My upper legs 32% My breasts / cleavage 31% My buttocks 22% My skin 13% My mouth / teeth 11% My lower legs 9% My arms 8% My face in general 7% My hair 6% My feet 6% My eyes 4% My back 4% My hands / wrists 4% My ears 3% My fingers / nails 3% My toes My cheeks My private parts My chest My shoulders My muscles in general My ankles My neck My belly button Something else, please specify: None of the above 10% I would like to change everything! 6% 70%N = 123 / F = If female FRANCE Average cross studied countries 0%
  • 185. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 10% 6% 84% 53% 20% Everything Something Nothing N = 123 / F = If female TOP 2% Consider surgery? 48% 12% 20% 14% 20% 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 8 out of 10 female Gen Yers would consider to change at least something about their body! Of those, 1 out of 5 does not say no to cosmetic surgery.
  • 186. // 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 28% My buttocks 17% My hair 13% My mouth / teeth 10% My face in general 10% My hands / wrists 10% My muscles in general 10% My private parts 10% My chest 9% My arms 8% My shoulders 7% My skin 6% My upper legs 5% My back 4% My belly / stomach 4% My lower legs 3% My feet My fingers / nails My belly button My cheeks My ankles My toes My breasts / cleavage My ears My neck Something else, please specify: I‟m not proud of anything 14% I‟m proud of everything! 10%70% N = 127 / F = If male FRANCE Average cross studied countries0%
  • 187. // 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 22% My belly / stomach 17% My mouth / teeth 10% My hair 10% My chest 8% My skin 7% My face in general 7% My back 6% My toes 6% My private parts 6% My feet 5% My ears 5% My upper legs 4% My ankles 4% My arms 3% My eyes 3% My fingers / nails My cheeks My lower legs My hands / wrists My buttocks My shoulders My neck My belly button My breasts / cleavage Something else, please specify: None of the above 26% I would like to change everything! 5% 70%N = 127 / F = If male FRANCE Average cross studied countries 0%
  • 188. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 5% 26% 69% 53% 20% Everything Something Nothing N = 127 / F = If male TOP 2% Consider surgery? 50% 14% 23% 10% 13% 23% N = 94 / 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, 13% would consider plastic surgery.
  • 189. // Hot takeawaysMore than half of the French Yrs considers themselves tobe unique. They want to be unique in the words they use(51%), the clothes they wear (43%) and the music they‟relistening to (40%). 1 out of 4 does not want to be uniquein the brands they use! If they would, they‟ll probably useLevi‟s as a clothing brand, Converse Allstars as a sportsbrand to be unique in what they wear. Eat M&M‟s anddrink Coca-Cola (39%), while using Apple technology.Above all, French Yers want to be remembered as alovely person who was a good friend (33%) and a kind(26%) and honest (24%) person.
  • 190. //DENMARK
  • 191. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 262 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Gender Male Female 51% 49% 15-18 36% Age 19-21 26% Questionnaire 22-25 38% • Survey of 20 minutes I‟m still studying 68% No job, not looking for one 4% No job, looking for on 8% Professional Job, < 1 year working experience 8% Situation Job, 1 year working experience 3% Job, 2 years working experience 5% Job, 3 years working experience 2% Job, > 3 years working experience 2% Single, no kids 67% Single, kids 1% Private situation Partner, no kids 27% Partner, kids 5%
  • 192. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 55 % of the Danish Yers think they’re unique! 100% 75% 50% 25% Denmark Average cross studied countriesN = 262 / F = No
  • 193. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Clothing Levi‟s Tommy Hilfiger Diesel H&M Abercrombie & Fitch (A&F) Zara Sports Converse Allstars Nike Within the research categories, the Puma Adidas perceived uniqueness of brands Food & Drinks Coca-Cola can differ a lot. Overall winners are M&M‟s Red Bull Apple (48%) and its sub brand Pepsi McDonald‟s iPhone (45%), followed at close Doritos Mars foot by Converse Allstars (40%), but they are all perceived as Technology Apple Microsoft less unique compared other Nintendo countries Sony HP Within the category of „food & drinks‟, Dell Coca-Cola‟s position of strongest Personal Care Gilette brand is threatened by M&M‟s. Nivea Dove L‟Oreal Axe / Lynx Mobile iPhone Nokia Samsung Sony Ericsson Belgium Denmark Averagecross studied countiries Average cross studied countriesN = 262 / F = No
  • 194. // 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 38% ...an authentic person 28% ...a reliable person 28% ...an honest person 25% ...a caring person 25% ...a kind person 24% ...a funny person 19% ...a happy person 16% ...a unique person 15% ...an original / creative person 14% ...a perfect mom/dad 7% ...a hard worker 7% ...a sexy / beautiful person 6% ...a smart person 4% ...a true soul mate ...a socially and ecologically engaged person ...a popular person ...a successful businessman/woman ...a cool person ...a cosmopolitan ...a famous person Millennials want to be remembered as a lovely person who was a Someone else, please specify: good friend (38%) and a authentic (28%) and reliable (28%) person. The last thing they want, is being remembered as a None of the above famous person and/or a cosmopolitan.70% N = 262 / F = No DENMARK Average cross studied countries0%
  • 195. // Y’ERS ARE UNIQUE IN WHAT THEY DO, SAY, WEAR, … Q: To what extent do you want to be unique when it comes to... ? Danish Gen Yers want to stand out by powerful words (42%) and a unique clothing style (37%). Again, the economical aspirations pop-up as 4 out of 10 Millennials want to be unique in their profession (39%) and the company they(„ll be) work(ing) for (41%). The lack of interested in politics is again confirmed: Only a 1 out of 5 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% 73% 12% 42% 73% ...the company you work for (or12% be working will 71% for in the future) 16% 41% 71% 10% 65% ...your profession 65% 18% 39% 6% 64% ...the clothes you wear 64% 22% 37% 9% 60% ...your body 60% 20% 36% 16% 57% 57% ...your hobbies 17% 35% 10% 57% 57% ...the cities/countries you visit 23% 32% 17% 54% 54% ...the music you listen to 18% 23% 31% 51% 51% ...the things you share online 23% 26% 50% 28% 50% ...the text messages you send to friends 25% 25% 48% 26% 48% ...the brands you use 28% 30% 44% 25% 44% ...your hairstyle 23% 30% 44% 24% 44% 30% ...the political ideology you believe in 31% 42% 21% 42% 32% 38% ...the bars, restaurants, museums, etc. you visit 29% 20% 38% 34% 34% ...the food you eat 30% 19% 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 Rest3 - Neutral / F average / 2 N = 262 = No 4 5 - I want to be very unique TOP 2 Rest
  • 196. // LOOK INTO MY EYESQ: 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% 48% EyesMuscles in general 16% 23% Hair Hair 13% 16% Mouth / teeth Mouth / teeth 13% 14% Face in general Face in general 12% 13% ButtocksN = 262 / F = No
  • 197. // HER FAVOURITE BODY PARTSQ: 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 23% My mouth / teeth 16% My face in general 14% My buttocks 13% My breasts / cleavage 12% My hands / wrists 11% My back 11% My fingers / nails 11% My skin 9% My belly button 6% My lower legs 6% My cheeks 5% My upper legs 5% My ears 4% My belly / stomach 4% My shoulders My muscles in general My feet My chest My arms My ankles My private parts My toes My neck Something else, please specify: I‟m not proud of anything 5% I‟m proud of everything! 11% 70%N = 129 / F = If female DENMARK Average cross studied countries 0%
  • 198. // 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 upper legs 35% My belly / stomach 33% My breasts / cleavage 24% My buttocks 19% My skin 13% My mouth / teeth 11% My hair 10% My muscles in general 7% My face in general 6% My feet 5% My fingers / nails 5% My private parts 5% My lower legs 5% My back 5% My chest 5% My arms 5% My toes My ears My cheeks My belly button My eyes My ankles My shoulders My neck My hands / wrists Something else, please specify: None of the above 13% I would like to change everything! 4% 70%N = 129 / F = If female DENMARK Average cross studied countries 0%
  • 199. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Female What would you change? 4% 13% 83% 53% 20% Everything Something Nothing N = 129 / F = If female TOP 2% Consider surgery? 45% 18% 14% 15%8% 23% 24% N = 112 / F = If ‘everything’ or ‘something’ 1 - I would notconsider this at all 2 3 - Neutral 4 5 - I would definitely consider this 8 out of 10 female Gen Yers would consider to change at least something about their body! Of those, 1 out of 4 does not say no to cosmetic surgery.
  • 200. // HIS FAVOURITE BODY PARTSQ: 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% My muscles in general 16% My hair 13% My mouth / teeth 13% My face in general 12% My belly / stomach 9% My skin 9% My chest 9% My private parts 9% My buttocks 8% My arms 8% My hands / wrists 7% My lower legs 6% My fingers / nails 5% My upper legs 5% My shoulders 5% My toes My ears My back My feet My cheeks My ankles My neck My belly button My breasts / cleavage Something else, please specify: I‟m not proud of anything 10% I‟m proud of everything! 19% 70%N = 133 / F = If male DENMARK Average cross studied countries 0%
  • 201. // 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 belly / stomach 16% My private parts 15% My muscles in general 15% My skin 13% My chest 13% My eyes 9% My mouth / teeth 8% My back 8% My hair 7% My face in general 6% My feet 6% My toes 6% My ears 5% My lower legs 5% My upper legs 4% My arms 4% My buttocks My neck My fingers / nails My belly button My ankles My shoulders My cheeks My breasts / cleavage My hands / wrists Something else, please specify: None of the above 23% I would like to change everything! 7% 70%N = 133 / F = If male DENMARK Average cross studied countries 0%
  • 202. // COSMETIC SURGERYQ: 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 whatextent would you consider undergoing plastic surgery to do this? Male What would you change? 7% 23% 70% 53% 20% Everything Something Nothing N = 133 / F = If male TOP 2% Consider surgery? 52% 8% 25% 10% 15% 23% N = 102 / 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, 15% would consider plastic surgery.
  • 203. // Hot takeawaysMore than half of the Danish Yrs considers themselves tobe unique. Danish Gen Yers want to stand out bypowerful words (42%) and a unique clothing style (37%).Again, the economical aspirations pop-up as 4 out of 10Millennials want to be unique in their profession (39%)and the company they(„ll be) work(ing) for (41%). 1 out of3 does not want to be unique in the brands they use! Ifthey would, they‟ll probably use Levi‟s as a clothingbrand, Converse Allstars as a sports brand to be uniquein what they wear. Eat M&M‟s and drink Coca-Cola, whileusing Apple technology.Above all, Danish Yers want to be remembered as alovely person who was a good friend (38%) and anauthentic (28%) and reliable (28%) person.
  • 204. //CHINA
  • 205. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology • Online survey • Recruiting via InSites Research Community (www.talktochange.com) Sample Size • N = 261 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Male 50% Gender Female 50% Questionnaire 15-18 33% • Survey of 20 minutes Age 19-21 27% 22-25 40% I‟m still studying 49% No job, not looking for one 1% No job, looking for on 5% Professional Job, < 1 year working experience 9% Situation Job, 1 year working experience 10% Job, 2 years working experience 10% Job, 3 years working experience 6% Job, > 3 years working experience 10% Single, no kids 82% Single, kids 0% Private situation Partner, no kids 13% Partner, kids 5%
  • 206. // FINDING NEOQ: First of all we would like to know how unique you find yourself? I am... 54 % of the Chinese Yers think they’re unique! 100% 75% 50% 25% China Average cross studied countriesN = 261 / F = No
  • 207. // UNIQUEST BRANDS ON EARTHQ: And how unique do you find the following brands / products? 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tommy Hilfiger Clothing Diesel Levi‟s Zara Abercrombie & Fitch (A&F) H&M Sports Converse Allstars Nike Adidas Puma M&M‟s Food & Drinks Doritos Within the research categories, the Mars Pepsi perceived uniqueness of brands Coca-Cola Red Bull can differ a lot. Overall winners are McDonald‟s Apple (68%) and its sub brand Technology Apple Microsoft iPhone (79%), followed at close Nintendo foot by A&F(65%). Sony Dell HP Personal Care Gilette Axe / Lynx L‟Oreal Dove Nivea Mobile iPhone Nokia Sony Ericsson Samsung Belgium China Average cross studied countries Average cross studied countiriesN = 261 / F = No
  • 208. // 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 peopleremember you? What makes you as a person truly unique? 0% 10% 20% 30% 40% 50% ...a good friend 26% ...an authentic person 23% ...a reliable person 23% ...an original / creative person 21% ...a true soul mate 21% ...a happy person 17% ...a caring person 17% ...a popular person 17% ...an honest person 16% ...a unique person 16% ...a kind person 14% ...a smart person 11% 22% 18% 14%24% 19% 16% 10% 9% 7% 7% 6% 5% ...a funny person 11% ...a socially and ecologically engaged person Shopping Cooking 9% Chatting / telephoning Going to the cinemaGaming (computer / console) Going out (bar, disco...) Watching television