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// COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY
 STUDY in 16 COUNTRIES WORLDWIDE

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

In this report you’ll find out everything you
need to know about what Happiness means
for Generation Y.

In the coming months we’ll focus on other Gen
Y related topics separately. So follow us on
Twitter, read the updates on our website and
watch our SlideShare for new presentations.

Saw some cool stuff you want to discuss?
Contact us! Joeri.vandenbergh@insites.eu

But above all, start listening to Generation Y!
THIS REPORT SHARES THE DETAILED RESULTS
FOR


-    United States     -    Italy
-    United Kingdom    -    India
-    The Netherlands   -    Germany
-    Sweden            -    France
-    Spain             -    Denmark
-    Russia            -    China
-    Romania           -    Brazil
-    Poland            -    Belgium
//GLOBAL
Gen Y, a.k.a. the millennial generation, boys and
girls between 15-30, is increasingly entering the
job market. Since they are globally a bigger
cohort than their predecessors (Gen X), their
influence on society, politics and business the
next decades will be higher and comparable to
the influential Babyboomer generation.

But this new active generation feels that they are
not taken serious at this point. Not only by
politicians and the government but also by
corporations and brands.
// Hot takeaways
The majority of Yers in the world are feeling happy.
Around the globe at least more than half of Millennials
are expressing they feel happy. Especially Dutch (65%),
Swedish (66%), Brazilian (69%), Chinese (66%) and
Indian (68%) Millennials are the most happy youth
groups. A relatively larger amount of UK youth (almost 1
out of 5) is feeling unhappy. Together with Italian and
French Gen Y’ers, they are the most unhappy nations.

To most Gen Y’ers around the world holidays, having sex
and being challenged and achieving something are the
top 3 sources of happiness. Connecting with friends &
family and listening to music are also frequently
mentioned. Graduating, getting a driver’s license,
meeting the love of your life are all remarkable moments
in youth’s life leading to happiness. Divorcing parents,
diseases and broken relationships make them sad.

For many Millennials cool brands know how to tap into
the emotion of happiness. Especially Coca-Cola and
technology brands like Apple, Microsoft, Samsung and
Nintendo are connecting with this generation’s emotional
mindset.
//UNITED
STATES
// BE AWARE OF THE BORING STUFF ON THIS SLIDE

 Methodology
 •  Online survey
 •  Recruiting via InSites Research Community
    (www.talktochange.com)


 Sample Size
 •  N = 251 respondents
 •  Screening: 15 – 25 years old
 •  Quota representative on region, gender, age

 Questionnaire                                        Gender
                                                                    Male                                50%
                                                                    Female                              50%
 •  Survey of 20 minutes                                            15-18                               38%
                                                         Age        19-21                               27%
                                                                    22-25                               35%
                                                                    I’m still studying                  54%
                                                                    No job, not looking for one          4%
                                                                    No job, looking for on              13%
                                                   Professional Job, < 1 year working experience         9%
                                                      Situation     Job, 1 year working experience       6%
                                                                    Job, 2 years working experience      5%
                                                                    Job, 3 years working experience      2%
                                                                    Job, > 3 years working experience    8%
                                                                    Single, no kids                     80%
                                                                    Single, kids                         3%
                                                  Private situation
                                                                    Partner, no kids                    11%
                                                                    Partner, kids                        6%
// HAPPY PEOPLE
Q: I consider myself to be a happy person.




                100%

                    75%

                        50%

                              25%




                                                               57                                    % of the American Y’rs
                                                                                                      considers themselves to
                                                                                                      be a happy person.



   USA                    Average cross studied countries
N = 251 / F = No / / % represent the amount of people that (completely) agrees with this statement
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about
your happiness throughout a week. Q: And how happy are you in each of these months?

             The extent to which American Yers feel happy clearly differs from time to time. As a brand you
             want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably
                                                                                                                                                                                      on a Midsummer                                                          Saturday.

                                                                                                                   Day                                                                                                                         Week                                                                                   Year
     100

      90

      80

      70

      60

      50

      40

      30

      20
                                                                                                                                                                                                                    Monday



                                                                                                                                                                                                                                       Wednesday
                                                                                                                                                                                                                             Tuesday



                                                                                                                                                                                                                                                   Thursday




                                                                                                                                                                                                                                                                                                                                                                                   November
                                                                                                                                                                                                                                                              Friday




                                                                                                                                                                                                                                                                                                                        April




                                                                                                                                                                                                                                                                                                                                                                         October
                                                                                                                                                                                                                                                                                                                                                    August
                                                                                                                                                                                                                                                                                                                                      June
                                                                                                                                                                                                                                                                                  Sunday




                                                                                                                                                                                                                                                                                           January




                                                                                                                                                                                                                                                                                                                                                             September
                                                                                                                                                                                                                                                                       Saturday




                                                                                                                                                                                                                                                                                                                March




                                                                                                                                                                                                                                                                                                                                                                                              December
                                                                                                                                                                                                                                                                                                     February




                                                                                                                                                                                                                                                                                                                                             July
                                                                   12:00 – 14:00




                                                                                                                    18:00 – 20:00




                                                                                                                                                                    24:00 – 02:00




                                                                                                                                                                                                                                                                                                                                May
                   06:00 – 08:00

                                   08:00 – 10:00

                                                   10:00 – 12:00



                                                                                   14:00 – 16:00

                                                                                                   16:00 – 18:00



                                                                                                                                    20:00 – 22:00

                                                                                                                                                    22:00 – 24:00



                                                                                                                                                                                    02:00 – 04:00

                                                                                                                                                                                                    04:00 – 06:00




        USA                                  AVERAGE
N = 251 / F = No
// MAXIMIZE THEIR HAPPINESS
      Q: How happy are you in each of these situations and places?



             happiness is maximized listening to good music and when being challenged and
      Gen Yers’
      succeed in something. Millennials can be theirselves when being surrounded by their family and friends, and this
      reflects in a happy feeling as well. Their happiness is least maximised when being at work, at the hairdresser or at a wellness centre
                                                                                                  -0        10   20   30   40   50   60   70   80   90   100

                                                             When I’m enjoying good music              74
                                                              When I’m challenged and
                                                           succeed in achieving something              73
                                                               When I’m with friends/family            71
                                                    When I’ve learned to master a new skill            71
                                                                        When I’m having sex            70
                                                                        When I’m on holiday            70
                                                                            When I’m in bed            70
                                                         When I’m enjoying good food/drink             69
                                                          When I’m at the beach / sea-side             67
                                                                             When I’m home             62
                                                                    When I’m in a natural
                                                                 environment (e.g. a forest)           61
                                                               When I’m looking at
                                                       beautiful buildings, pieces of art, etc.        60
                                                                         When I’m shopping             59
                                                                 When I’m in the mountains             55
                                                                          When I’m sporting            51
                                                                           When I’m at work            44
                                                                When I’m at the hairdresser            43
                                                             When I’m in a wellness centre             42
70%




      N = 251 / F = No       USA      Average cross studied countries
0%
// I WILL NEVER FORGET THE DAY… (1/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?

                                                                                                                                                             N = 181 / F = If 1st moment
1 out of 4  American Yers has never                                80%
experienced an unforgettable                                       60%
moment        in their life! 50% of the                            40%
Millennials has already experienced 2 days
they’ll never forget. In case Yers have                            20%

experienced 3 unforgettable moments,                                0%
chances become high that they mention at                                      55%              11%             11%              6%              14%              4%
least 1 moment of sadness or disgust.
                                                                                                                                                             N = 125 / F = If 2nd moment
                                                                   80%

                                                                   60%

                                                                   40%
                             22%
                                                                   20%

                                         12%                        0%
                                                                              40%              18%             18%              8%              14%              2%
                  28%
                                                                                                                                                              N = 96 / F = If 3rd moment
                                                                   80%
                                       38%
                                                                   60%

                                                                   40%

                                                                   20%

                 No moments             1 moment                    0%
                 2 moments              3 moments                             32%              17%              9%              9%              23%              9%
          N = 251 / F = No



       United States    AVERAGE
// I WILL NEVER FORGET THE DAY… (2/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?


                                                                  Extreme experience (e.g.                                          When I was
                                                                 Skydiving, mount climbing)                                        dumped by my
            Graduated                                                                                                                 partner

                                        Meeting the love
                                           of my life
               Becoming a                                                                   Surprise	
  
              sport champion                                                                                                                        Dead of a person
                                                                                             N = 58
                                                                                                                                                      close to me

                                                              Happiness	
                                                Anger	
  
               My first kiss                                    N = 180                                                   N = 29



     Getting married
                                 Got my driving
                                    license
                                                                                                                                                                  Got in a fight


                                                                 Fear	
                                                  Disgust	
  
                 New school
                                                                 N = 50                                                   N = 19
                                                                                                                                                        Watching 9/11
                                                                                            Sadness	
                                                   on television
                  Almost lost my                                                               N = 66
                       job


                             Encountered
                                                                                Was diagnosed                    Discovered my
                              aggression                Parents got             with a serious                   partner cheated
                                                         divorced                   illness                           on me
N represents the number of moments mentioned across respondents
Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
// BRAND EMOTIONALITY
Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products?



 Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are
  evoked when thinking of brands. Brands like M&M’s and iPhone which score high on other
             CRUSH values as well, can surprise youngsters and make them happy.



                                                                                                                                                Zara
                                                                                                                                        HP
                                                                                                                                         80%              Diesel
                                                                                                                      Coca-Cola                               S. Ericsson
                                       M&M’s
                              Red Bull       Coca-Cola                                                                  Dell                                       Apple
                       Axe / Lynx  80%          Microsoft
                                                                                                                    Dove                  60%                          Axe / Lynx
                        Nokia                       Sony
              S. Ericsson          60%                  Nintendo                                             Doritos                                                      Red Bull
                                                                                                                                          40%
                   Zara                                                        Doritos                        A&F                                                           C. Allstars
                                           40%
                A&F                                                               Apple                    Sony                           20%                                iPhone
            Diesel                         20%                                      H&M
                                                                                                          Pepsi                            0%                                 Mars
    McDonald’s                               0%                                      Dove
                                                                                                          Levi’s                                                             Adidas
        T. Hilfiger                                                                 Levi’s
                                                                                                    McDonald’s                                                              T. Hilfiger
               Mars                                                               Nivea
                                                                                                           Nintendo                                                      H&M
                iPhone                                                         Puma                                Nokia                                              Puma
                      Gilette                                        HP                                            Microsoft                                      L’Oreal
                      C. Allstars                                Dell                                                  Samsung                                Nike
                                                                                                                             M&M’s                       Gilette
                                Pepsi                        Adidas                                                                            Nivea
                                  L’Oreal                 Samsung
                                                  Nike
               USA             AVERAGE
N = 251 / F = No
// Hot takeaways
57% of American Yers consider themselves to be a
happy person. The extent to which American Yers feel
happy clearly differs from time to time. As a brand you
want to be in touch with the Millennials in the evening
between 20:00 and 22:00, preferably on a Midsummer
Saturday. Their happiness is maximized when enjoying
good music, when being challenged and having
achieved something or when on a holiday.

Spontaneously, these American Yers refer to meeting the
love of their life (with all the ins and outs) and graduating
as one of the happiest moments of their lives!
//UNITED
KINGDOM
// BE AWARE OF THE BORING STUFF ON THIS SLIDE

 Methodology
 •  Online survey
 •  Recruiting via InSites Research Community
    (www.talktochange.com)


 Sample Size
 •  N = 249 respondents
 •  Screening: 15 – 25 years old
 •  Quota representative on region, gender, age
                                                                    Male                                51%
                                                      Gender
 Questionnaire                                                      Female                              49%
 •  Survey of 20 minutes                                 Age
                                                                    15-18
                                                                    19-21
                                                                                                        37%
                                                                                                        27%
                                                                    22-25                               36%
                                                                    I’m still studying                  53%
                                                                    No job, not looking for one          3%
                                                                    No job, looking for on              10%
                                                   Professional Job, < 1 year working experience        11%
                                                      Situation     Job, 1 year working experience       6%
                                                                    Job, 2 years working experience      4%
                                                                    Job, 3 years working experience      3%
                                                                    Job, > 3 years working experience    9%
                                                                    Single, no kids                     76%
                                                                    Single, kids                         4%
                                                  Private situation
                                                                    Partner, no kids                    15%
                                                                    Partner, kids                        5%
// HAPPY PEOPLE
Q: I consider myself to be a happy person.




                100%

                    75%




                                                               55
                        50%

                              25%




                                                                                                     % of the UK Y’rs
                                                                                                     considers themselves to
                                                                                                     be a happy person
                                                               but...
                                                               18% is feeling unhappy


   UK                     Average cross studied countries
N = 249 / F = No / / % represent the amount of people that (completely) agrees with this statement
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
       Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about
       your happiness throughout a week. Q: And how happy are you in each of these months?

                     The extent to which UK Yers feel happy clearly differs from time to time. As a brand you want to be in touch with
2,0




                        the Millennials in the evening between 20:00                                                                                                                                                       and 22:00, preferably on a Midsummer Saturday.
1,5




                                                                                                           Day                                                                                                                                 Week                                                                                      Year
               100
1,0




                90

                80
0,5




                70

                60
0,0




                50

                40
-0,5




                30
-1,0




                20




                                                                                                                                                                                                                                                                                                                                        May
                                                                                                                                                                                                                                                                               Saturday




                                                                                                                                                                                                                                                                                                                                              June
                                                                                                                                                                                                                                                           Thursday




                                                                                                                                                                                                                                                                                                                                April
                                                                                                                                                                                                                            Monday




                                                                                                                                                                                                                                                                      Friday



                                                                                                                                                                                                                                                                                          Sunday




                                                                                                                                                                                                                                                                                                   January
                                                                                                                                                                                                                                               Wednesday




                                                                                                                                                                                                                                                                                                                        March




                                                                                                                                                                                                                                                                                                                                                     July

                                                                                                                                                                                                                                                                                                                                                            August

                                                                                                                                                                                                                                                                                                                                                                     September

                                                                                                                                                                                                                                                                                                                                                                                 October
                           06:00 – 08:00

                                           08:00 – 10:00

                                                           10:00 – 12:00

                                                                           12:00 – 14:00

                                                                                           14:00 – 16:00

                                                                                                           16:00 – 18:00

                                                                                                                           18:00 – 20:00

                                                                                                                                           20:00 – 22:00

                                                                                                                                                           22:00 – 24:00

                                                                                                                                                                           24:00 – 02:00

                                                                                                                                                                                           02:00 – 04:00

                                                                                                                                                                                                           04:00 – 06:00




                                                                                                                                                                                                                                     Tuesday




                                                                                                                                                                                                                                                                                                             February




                                                                                                                                                                                                                                                                                                                                                                                           November

                                                                                                                                                                                                                                                                                                                                                                                                      December
-1,5
-2,0




                   UK
                   Average cross studied countries

       N = 249 / F = No
// MAXIMIZE THEIR HAPPINESS
                      Q: How happy are you in each of these situations and places?

               Gen Yers’ happiness is maximized when when having sex and when on                                                                                                                                                                                                                                                        a holiday.
               Millennials are also happy when challenged or enjoying good music.
               A visit to the hairdresser and looking at art is not maximizing the happiness of UK Yers at all.
                                                                                                                                                                                                                                                                                                                -        10   20   30      40   50   60   70   80   90   100
                                                                                                                                                                                                                                                                                                                    0
                                                                                                                                                                                                                                                           When I’m having sex                                      75
                                                                                                                                                                                                                                                           When I’m on holiday                                      75
                                                                                                                                                                                                                 When I’m challenged and
                                                                                                                                                                                                              succeed in achieving something                                                                        75
                                                                                                                                                                                                                       When I’m enjoying good music                                                                 74
                                                                                                                                                                                                                            When I’m with friends/family                                                            71
                                                                                                                                                                          When I’ve learned to master a new skill                                                                                                   71
                                                                                                                                                                                                   When I’m enjoying good food/drink                                                                                69
                                                                                                                                                                                                      When I’m at the beach / sea-side                                                                              69
                         20%




                                                                                  17%




                                                                                                                           15%
22%




                                                 18%




                                                                                                                17%




                                                                                                                                        15%

                                                                                                                                                                      14%

                                                                                                                                                                                                     11%

                                                                                                                                                                                                                              9%

                                                                                                                                                                                                                                                           7%

                                                                                                                                                                                                                                                                             7%



                                                                                                                                                                                                                                                                           When I’m in bed                          67
                                                                                                                Shopping




                                                                                                                                                                                                     Going to the cinema
Watching television




                                                                                  Gaming (computer / console)




                                                                                                                                                                      Going out (bar, disco...)




                                                                                                                                                                                                                              Hanging out, doing nothing




                                                                                                                                                                                                                                                                             Making music (DJ, instrument...)
                                                                                                                                                                                                                                                           Visit family
                                                                                                                           Having sex
                         Sporting / Exercising




                                                                                                                                        Checking my social networks
                                                 Reading (books, newspapers...)




                                                                                                                                                                                                                                                                           When I’m home                            66
                                                                                                                                                                                                                                  When I’m in a natural
                                                                                                                                                                                                                                environment (e.g. a forest)                                                         64
                                                                                                                                                                                                                                                                     When I’m sporting                              62
                                                                                                                                                                                                                              When I’m in the mountains                                                             60
                                                                                                                                                                                                                                                               When I’m shopping                                    59
                                                                                                                                                                                                                           When I’m in a wellness centre                                                            55
                                                                                                                                                                                                                                                                          When I’m at work                          53
                                                                                                                                                                                                           When I’m looking at
                                                                                                                                                                                                  beautiful buildings, pieces of art, etc.                                                                          50

                       UK                        Average cross studied countries
                                                                                                                                                                                                                             When I’m at the hairdresser                                                            49
                      N = 249 / F = No
// I WILL NEVER FORGET THE DAY… (1/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?


1 out of 3 UK Yers has never                                     80%
                                                                                                                                                             N = 168 / F = If 1st moment

experienced an unforgettable
                                                                 60%
moment in their life! 26% of the
                                                                 40%
Millennials has already experienced 2 days
they’ll never forget.                                            20%
I n c a s e Ye r s h a v e e x p e r i e n c e d 3                0%
unforgettable moments, chances become                                         59%              15%              8%              4%              14%              1%
high that they mention at least 1 moment of
happiness or sadness.                                                                                                                                        N = 109 / F = If 2nd moment
                                                                  80%

                                                                  60%

                                                                  40%

                        24%                                       20%

                                                                   0%

                                  10%
                                                                              43%              16%             13%              6%              18%              4%
         33%
                                                                                                                                                               N = 85/ F = If 3rd moment
                                                                 80%

                             34%                                 60%

                                                                 40%

                                                                 20%

                                                                  0%
         No moments             1 moment
         2 moments              3 moments                                     40%              12%             12%             19%              11%              6%
             N = 249 / F = No
// I WILL NEVER FORGET THE DAY… (2/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?


                                                                                                                                    When I was
                                                                   Graduated                                                       dumped by my
                                                                                                                                      partner

                                     Meeting the love
                                        of my life
               Becoming a
              sport champion                                                                Surprise	
  
                                                                                                                                                    Dead of a person
                                                                                             N =57
                                                                                                                                                      close to me
           Enjoying a
         holiday abroad
                                                              Happiness	
                                                Anger	
  
                                                                N = 181                                                   N = 20
              My first kiss

     Getting married
                                 Got my driving
                                    license


                  Being robed                                    Fear	
                                                  Disgust	
  
                                                                 N = 38                                                   N = 12
                      New school                                                                                                                         Found out my mom
                                                                                            Sadness	
                                                    was sleeping with an
                                                                                               N = 54                                                         other man
                        Encountered
                         aggression
                                                                                Was diagnosed                     Being dumped
                                                     Parents got                with a serious                    by my boy/girl
                                                      divorced                      illness                           friend
N represents the number of moments mentioned across respondents
Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
// BRAND EMOTIONALITY
       Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products?



        Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when
2,0




           thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise
                                              youngsters and make them happy.
1,5
1,0
0,5




                                                                Pepsi                                                                                Pepsi
                                                        Gilette           McDonald’s                                                         Gilette           McDonald’s
                                                    Nivea 80%                A&F                                                         Nivea 80%                A&F
                                             Microsoft                           Red Bull                                         Microsoft                           Red Bull
0,0




                                         Nintendo            60%                     T. Hilfiger                              Nintendo            60%                     T. Hilfiger
                                         Levi’s                                            Nike                               Levi’s                                          Nike
                                                              40%                                                                                  40%
                                       Sony                                                  Dell                           Sony                                                 Dell
-0,5




                                                              20%                                                          Zara                    20%                            Puma
                                      Zara                                                     Puma

                                    M&M’s                      0%                              S. Ericsson               M&M’s                      0%                              S. Ericsson
-1,0




                                Axe / Lynx                                                     Adidas                Axe / Lynx                                                   Adidas

                                  C. Allstars                                                Mars                      C. Allstars                                               Mars
                                         Nokia                                             Apple                              Nokia                                           Apple
-1,5




                                        Samsung                                      Doritos                                  Samsung                                     Doritos
                                            L’Oreal                               Dove                                            L’Oreal                              Dove
                                                  H&M                         Diesel                                                    H&M                        Diesel
                                                 Coca-Cola                iPhone                                                       Coca-Cola               iPhone
                                                                    HP                                                                                   HP
-2,0




                   UK
                   Average cross studied countries

       N = 249 / F = No
// Hot takeaways
Half of the UK Yers consider themselves to be a happy
person. The extent to which UK Yers feel happy clearly
differs from time to time. As a brand you want to be in
touch with the Millennials in the evening between 20:00
and 22:00, preferably on a Midsummer Saturday. Their
happiness is maximized when being on a holiday and
when having sex, or in success when being challenged.

Spontaneously, these UK Yers refer to their first kiss &
getting their drivers license.
//THE
NETHERLANDS
// 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%
// HAPPY PEOPLE
Q: I consider myself to be a happy person.




                100%

                     75%

                        50%

                              25%




                                                               65                                    % of the Dutch Y’rs
                                                                                                     considers themselves to
                                                                                                     be a happy person.



   The Netherlands         Average cross studied countries
N = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement
// WHEN SHOULD YOU ENCOUNTER A MILLENNIAL
       Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about
       your happiness throughout a week. Q: And how happy are you in each of these months?

                     The extent to which Dutch Yers feel happy clearly differs from time to time. As a brand you want to be in touch
                   with the Millennials in the evening between 20:00                                                                                                                                                             and 22:00, preferably on a Midsummer Saturday.
2,0




                                                                                                                   Day                                                                                                                            Week                                                                                    Year
1,5




            100

              90
1,0




              80

              70
0,5




              60
0,0




              50

              40
-0,5




              30

              20




                                                                                                                                                                                                                                                                                                                                    May
                                                                                                                                                                                                                                                                           Saturday




                                                                                                                                                                                                                                                                                                                                          June
                                                                                                                                                                                                                                                       Thursday




                                                                                                                                                                                                                                                                                                                            April
                                                                                                                                                                                                                        Monday




                                                                                                                                                                                                                                                                  Friday



                                                                                                                                                                                                                                                                                      Sunday




                                                                                                                                                                                                                                                                                               January
                                                                                                                                                                                                                                           Wednesday




                                                                                                                                                                                                                                                                                                                    March




                                                                                                                                                                                                                                                                                                                                                 July

                                                                                                                                                                                                                                                                                                                                                        August

                                                                                                                                                                                                                                                                                                                                                                 September

                                                                                                                                                                                                                                                                                                                                                                             October
                        06:00 – 08:00

                                        08:00 – 10:00

                                                        10:00 – 12:00

                                                                        12:00 – 14:00

                                                                                        14:00 – 16:00

                                                                                                        16:00 – 18:00

                                                                                                                        18:00 – 20:00

                                                                                                                                        20:00 – 22:00

                                                                                                                                                        22:00 – 24:00

                                                                                                                                                                        24:00 – 02:00

                                                                                                                                                                                        02:00 – 04:00

                                                                                                                                                                                                        04:00 – 06:00




                                                                                                                                                                                                                                 Tuesday




                                                                                                                                                                                                                                                                                                         February




                                                                                                                                                                                                                                                                                                                                                                                       November

                                                                                                                                                                                                                                                                                                                                                                                                  December
-1,0
-1,5
-2,0




               NETHERLANDS
               Average cross studied countries
       N = 254 / F = No
// MAXIMIZE THEIR HAPPINESS
           Q: How happy are you in each of these situations and places?

    Gen Yers’ happiness is maximized when having sex and when on a holiday.
    Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well.
    Working is pernicious for the Gen Yer’s happiness...not a surprise if you know that ‘sloth’ is their biggest sin!
                                                                                                                                                                                                                                                                                                                              -        10   20   30   40   50   60   70   80   90   100
                                                                                                                                                                                                                                                                                                                                  0
                                                                                                                                                                                                                                                                                             When I’m having sex                  75
                                                                                                                                                                                                                                                                                             When I’m on holiday                  75
                                                                                                                                                                                                                                                                  When I’m challenged and
                                                                                                                                                                                                                                                               succeed in achieving something                                     75
                                                                                                                                                                                                                                                                 When I’m enjoying good music                                     74
                                                                                                                                                                                                                                                                       When I’m with friends/family                               71
                                                                                                                                                                                                                               When I’ve learned to master a new skill                                                            71
                                                                                                                                                                                                                                                       When I’m enjoying good food/drink                                          69
                                                                                                                                                                                                                                                               When I’m at the beach / sea-side                                   69
                                                                                                                                                                                                                                                                                                          When I’m in bed         67
28%

                       27%

                                               23%

                                                                         22%

                                                                                                       19%

                                                                                                                                   18%

                                                                                                                                                17%

                                                                                                                                                                                 15%




                                                                                                                                                                                                                                                                                                                                  66
                                                                                                                                                                                            9%

                                                                                                                                                                                                                                 9%

                                                                                                                                                                                                                                                                 8%

                                                                                                                                                                                                                                                                              8%

                                                                                                                                                                                                                                                                                                7%
                                                                                                                                                                                                                                                                                                              When I’m home
                                                                                                                                                                                                                                                                              When I’m in a natural
                                                                                                                                                                                                                                                                                                                                  64
                                                                                                                                                                                 Shopping




                                                                                                                                                                                                                                                                 Cooking




                                                                                                                                                                                                                                                                                                Chatting / telephoning
                                               Surfing on the internet

                                                                         Gaming (computer / console)

                                                                                                       Going out (bar, disco...)




                                                                                                                                                                                            Making music (DJ, instrument...)
Watching television




                                                                                                                                                                                                                                                                              Visit family
                       Sporting / Exercising




                                                                                                                                   Having sex




                                                                                                                                                                                                                                 Checking my social networks
                                                                                                                                                Reading (books, newspapers...)




                                                                                                                                                                                                                                                                            environment (e.g. a forest)
                                                                                                                                                                                                                                                                                               When I’m sporting                  62
                                                                                                                                                                                                                                                                           When I’m in the mountains                              60
                                                                                                                                                                                                                                                                                              When I’m shopping                   59
                                                                                                                                                                                                                                                                  When I’m in a wellness centre                                   55
                                                                                                                                                                                                                                                                                                When I’m at work                  53
                                                                                                                                                                                                                                             When I’m looking at
                                                                                                                                                                                                                                    beautiful buildings, pieces of art, etc.                                                      50
                                                                                                                                                                                                                                                                           When I’m at the hairdresser                            49
                      NETHERLANDS                                                                             Average cross studied countries
             N = 254 / F = No
// I WILL NEVER FORGET THE DAY… (1/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?


1 out of 3 Dutch Yers has never                                    80%
                                                                                                                                                             N = 163 / F = If 1st moment

experienced an unforgettable                                       60%

moment in their life! 26% of the                                   40%
Millennials has already experienced 2                              20%
days they’ll never forget.
                                                                    0%
In case Yers have experienced 3
                                                                              48%               6%             10%              3%              31%              3%
unforgettable moments , chances
become high that they mention at least 1                                                                                                                     N = 101 / F = If 2nd moment
                                                                   80%
moment of sadness or disgust.
                                                                   60%

                                                                   40%

                                                                   20%
                                24%
                                                                    0%
                                                                              40%              12%              8%             12%              24%              4%
           36%
                                      14%                                                                                                                     N = 66 / F = If 3rd moment
                                                                   80%

                                                                   60%
                           26%
                                                                   40%

                                                                   20%

                                                                    0%
           No moments             1 moment                                    40%              12%             12%             19%              11%              6%
           2 moments              3 moments
             N = 254 / F = No
// I WILL NEVER FORGET THE DAY… (2/2)
Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3
moments. Could you also indicate what kind of emotion that lays underneath that moment?


                                                                              First kiss                Been fired                  When I was
                                                                                                                                   dumped by my
            Graduated                                                                                                                 partner

                                        Meeting the love
                                           of my life
                                                                                            Surprise	
  
          Becoming a                                                                                                                                Dead of a person
                                                                                             N =30
            mother                                                                                                                                    close to me

                                                              Happiness	
                                                Anger	
  
              Enjoying a                                        N = 144                                                   N = 30
            holiday abroad
     Getting married
                                 Got my driving
                                    license
                                                                                                                                                             When I got in a fight


                                                                 Fear	
                                                  Disgust	
  
                                                                 N = 32                                                   N = 13
                         Future
                                                                                            Sadness	
  
                                                                                               N = 81
                                                                                                                          Moved
                        Encountered
                         aggression
                                                                                Was diagnosed                     Being dumped
                                                     Parents got                with a serious                    by my boy/girl
                                                      divorced                      illness                           friend
N represents the number of moments mentioned across respondents
Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
// BRAND EMOTIONALITY
       Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products?




        Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when
           thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise
2,0




                                              youngsters and make them happy.
1,5
1,0




                                                             Pepsi                                                                                  Pepsi
0,5




                                                     Gilette            McDonald’s                                                          Gilette            McDonald’s
                                                 Nivea 80%                 A&F                                                          Nivea 80%                 A&F
                                          Microsoft                            Red Bull                                          Microsoft                            Red Bull
                                      Nintendo            60%                      T. Hilfiger                               Nintendo            60%                      T. Hilfiger
0,0




                                       Levi’s                                            Nike                                Levi’s                                           Nike
                                                            40%                                                                                   40%
                                     Sony                                                   Dell                           Sony                                                  Dell

                                    Zara                    20%                              Puma                         Zara                    20%                             Puma
-0,5




                                 M&M’s                       0%                               S. Ericsson              M&M’s                       0%                               S. Ericsson

                              Axe / Lynx                                                     Adidas                 Axe / Lynx                                                    Adidas
-1,0




                               C. Allstars                                                  Mars                      C. Allstars                                                Mars
                                       Nokia                                             Apple                               Nokia                                            Apple
                                      Samsung                                      Doritos                                  Samsung                                       Doritos
-1,5




                                          L’Oreal                               Dove                                            L’Oreal                                Dove
                                                H&M                         Diesel                                                    H&M                          Diesel
                                               Coca-Cola                iPhone                                                       Coca-Cola                 iPhone
                                                                  HP                                                                                    HP
-2,0




               NETHERLANDS
               Average cross studied countries
       N = 254 / F = No
// Hot takeaways
2 out of 3 of the Dutch Yers consider themselves to be a
happy person. The extent to which Dutch Yers feel happy
clearly differs from time to time. As a brand you want to
be in touch with the Millennials in the evening between
20:00 and 22:00, preferably on a Midsummer Saturday.
Their happiness is maximized when being on a holiday
and when having sex, or when being challenged and
having achieved something. Spontaneously, these Dutch
Gen Yers refer to meeting the love of their life (with all the
ins and outs) and graduating.
//SWEDEN
// 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%
// HAPPY PEOPLE
Q: I consider myself to be a happy person.




                100%

                    75%

                        50%

                              25%




                                                               66                                    % of the Swedish Y’rs
                                                                                                     considers themselves to
                                                                                                     be a happy person.



   Sweden                 Average cross studied countries
N = 257 / F = No / / % represent the amount of people that (completely) agrees with this statement
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
Global Happiness Study Results by Country
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Global Happiness Study Results by Country

  • 2. // COUNTRIES INVOLVED IN THE GLOBAL HAPPINESS STUDY STUDY in 16 COUNTRIES WORLDWIDE 4.056 consumers (15 – 25 y.o.), representative total country population. Data collected on proprietary research panels from InSites Consulting. To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure. Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.
  • 3. IN THIS INTERNATIONAL STUDY WE’VE FOCUSSED ON HAPPINESS In this report you’ll find out everything you need to know about what Happiness means for Generation Y. In the coming months we’ll focus on other Gen Y related topics separately. So follow us on Twitter, read the updates on our website and watch our SlideShare for new presentations. Saw some cool stuff you want to discuss? Contact us! Joeri.vandenbergh@insites.eu But above all, start listening to Generation Y!
  • 4. THIS REPORT SHARES THE DETAILED RESULTS FOR -  United States -  Italy -  United Kingdom -  India -  The Netherlands -  Germany -  Sweden -  France -  Spain -  Denmark -  Russia -  China -  Romania -  Brazil -  Poland -  Belgium
  • 6. Gen Y, a.k.a. the millennial generation, boys and girls between 15-30, is increasingly entering the job market. Since they are globally a bigger cohort than their predecessors (Gen X), their influence on society, politics and business the next decades will be higher and comparable to the influential Babyboomer generation. But this new active generation feels that they are not taken serious at this point. Not only by politicians and the government but also by corporations and brands.
  • 7. // Hot takeaways The majority of Yers in the world are feeling happy. Around the globe at least more than half of Millennials are expressing they feel happy. Especially Dutch (65%), Swedish (66%), Brazilian (69%), Chinese (66%) and Indian (68%) Millennials are the most happy youth groups. A relatively larger amount of UK youth (almost 1 out of 5) is feeling unhappy. Together with Italian and French Gen Y’ers, they are the most unhappy nations. To most Gen Y’ers around the world holidays, having sex and being challenged and achieving something are the top 3 sources of happiness. Connecting with friends & family and listening to music are also frequently mentioned. Graduating, getting a driver’s license, meeting the love of your life are all remarkable moments in youth’s life leading to happiness. Divorcing parents, diseases and broken relationships make them sad. For many Millennials cool brands know how to tap into the emotion of happiness. Especially Coca-Cola and technology brands like Apple, Microsoft, Samsung and Nintendo are connecting with this generation’s emotional mindset.
  • 9. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 251 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Questionnaire Gender Male 50% Female 50% •  Survey of 20 minutes 15-18 38% Age 19-21 27% 22-25 35% I’m still studying 54% No job, not looking for one 4% No job, looking for on 13% Professional Job, < 1 year working experience 9% Situation Job, 1 year working experience 6% Job, 2 years working experience 5% Job, 3 years working experience 2% Job, > 3 years working experience 8% Single, no kids 80% Single, kids 3% Private situation Partner, no kids 11% Partner, kids 6%
  • 10. // HAPPY PEOPLE Q: I consider myself to be a happy person. 100% 75% 50% 25% 57 % of the American Y’rs considers themselves to be a happy person. USA Average cross studied countries N = 251 / F = No / / % represent the amount of people that (completely) agrees with this statement
  • 11. // WHEN SHOULD YOU ENCOUNTER A MILLENNIAL Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months? The extent to which American Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Day Week Year 100 90 80 70 60 50 40 30 20 Monday Wednesday Tuesday Thursday November Friday April October August June Sunday January September Saturday March December February July 12:00 – 14:00 18:00 – 20:00 24:00 – 02:00 May 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 14:00 – 16:00 16:00 – 18:00 20:00 – 22:00 22:00 – 24:00 02:00 – 04:00 04:00 – 06:00 USA AVERAGE N = 251 / F = No
  • 12. // MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? happiness is maximized listening to good music and when being challenged and Gen Yers’ succeed in something. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Their happiness is least maximised when being at work, at the hairdresser or at a wellness centre -0 10 20 30 40 50 60 70 80 90 100 When I’m enjoying good music 74 When I’m challenged and succeed in achieving something 73 When I’m with friends/family 71 When I’ve learned to master a new skill 71 When I’m having sex 70 When I’m on holiday 70 When I’m in bed 70 When I’m enjoying good food/drink 69 When I’m at the beach / sea-side 67 When I’m home 62 When I’m in a natural environment (e.g. a forest) 61 When I’m looking at beautiful buildings, pieces of art, etc. 60 When I’m shopping 59 When I’m in the mountains 55 When I’m sporting 51 When I’m at work 44 When I’m at the hairdresser 43 When I’m in a wellness centre 42 70% N = 251 / F = No USA Average cross studied countries 0%
  • 13. // I WILL NEVER FORGET THE DAY… (1/2) Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment? N = 181 / F = If 1st moment 1 out of 4 American Yers has never 80% experienced an unforgettable 60% moment in their life! 50% of the 40% Millennials has already experienced 2 days they’ll never forget. In case Yers have 20% experienced 3 unforgettable moments, 0% chances become high that they mention at 55% 11% 11% 6% 14% 4% least 1 moment of sadness or disgust. N = 125 / F = If 2nd moment 80% 60% 40% 22% 20% 12% 0% 40% 18% 18% 8% 14% 2% 28% N = 96 / F = If 3rd moment 80% 38% 60% 40% 20% No moments 1 moment 0% 2 moments 3 moments 32% 17% 9% 9% 23% 9% N = 251 / F = No United States AVERAGE
  • 14. // I WILL NEVER FORGET THE DAY… (2/2) Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment? Extreme experience (e.g. When I was Skydiving, mount climbing) dumped by my Graduated partner Meeting the love of my life Becoming a Surprise   sport champion Dead of a person N = 58 close to me Happiness   Anger   My first kiss N = 180 N = 29 Getting married Got my driving license Got in a fight Fear   Disgust   New school N = 50 N = 19 Watching 9/11 Sadness   on television Almost lost my N = 66 job Encountered Was diagnosed Discovered my aggression Parents got with a serious partner cheated divorced illness on me N represents the number of moments mentioned across respondents Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
  • 15. // BRAND EMOTIONALITY Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like M&M’s and iPhone which score high on other CRUSH values as well, can surprise youngsters and make them happy. Zara HP 80% Diesel Coca-Cola S. Ericsson M&M’s Red Bull Coca-Cola Dell Apple Axe / Lynx 80% Microsoft Dove 60% Axe / Lynx Nokia Sony S. Ericsson 60% Nintendo Doritos Red Bull 40% Zara Doritos A&F C. Allstars 40% A&F Apple Sony 20% iPhone Diesel 20% H&M Pepsi 0% Mars McDonald’s 0% Dove Levi’s Adidas T. Hilfiger Levi’s McDonald’s T. Hilfiger Mars Nivea Nintendo H&M iPhone Puma Nokia Puma Gilette HP Microsoft L’Oreal C. Allstars Dell Samsung Nike M&M’s Gilette Pepsi Adidas Nivea L’Oreal Samsung Nike USA AVERAGE N = 251 / F = No
  • 16. // Hot takeaways 57% of American Yers consider themselves to be a happy person. The extent to which American Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when enjoying good music, when being challenged and having achieved something or when on a holiday. Spontaneously, these American Yers refer to meeting the love of their life (with all the ins and outs) and graduating as one of the happiest moments of their lives!
  • 18. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 249 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Questionnaire Female 49% •  Survey of 20 minutes Age 15-18 19-21 37% 27% 22-25 36% I’m still studying 53% No job, not looking for one 3% No job, looking for on 10% Professional Job, < 1 year working experience 11% Situation Job, 1 year working experience 6% Job, 2 years working experience 4% Job, 3 years working experience 3% Job, > 3 years working experience 9% Single, no kids 76% Single, kids 4% Private situation Partner, no kids 15% Partner, kids 5%
  • 19. // HAPPY PEOPLE Q: I consider myself to be a happy person. 100% 75% 55 50% 25% % of the UK Y’rs considers themselves to be a happy person but... 18% is feeling unhappy UK Average cross studied countries N = 249 / F = No / / % represent the amount of people that (completely) agrees with this statement
  • 20. // WHEN SHOULD YOU ENCOUNTER A MILLENNIAL Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months? The extent to which UK Yers feel happy clearly differs from time to time. As a brand you want to be in touch with 2,0 the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. 1,5 Day Week Year 100 1,0 90 80 0,5 70 60 0,0 50 40 -0,5 30 -1,0 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December -1,5 -2,0 UK Average cross studied countries N = 249 / F = No
  • 21. // MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? Gen Yers’ happiness is maximized when when having sex and when on a holiday. Millennials are also happy when challenged or enjoying good music. A visit to the hairdresser and looking at art is not maximizing the happiness of UK Yers at all. - 10 20 30 40 50 60 70 80 90 100 0 When I’m having sex 75 When I’m on holiday 75 When I’m challenged and succeed in achieving something 75 When I’m enjoying good music 74 When I’m with friends/family 71 When I’ve learned to master a new skill 71 When I’m enjoying good food/drink 69 When I’m at the beach / sea-side 69 20% 17% 15% 22% 18% 17% 15% 14% 11% 9% 7% 7% When I’m in bed 67 Shopping Going to the cinema Watching television Gaming (computer / console) Going out (bar, disco...) Hanging out, doing nothing Making music (DJ, instrument...) Visit family Having sex Sporting / Exercising Checking my social networks Reading (books, newspapers...) When I’m home 66 When I’m in a natural environment (e.g. a forest) 64 When I’m sporting 62 When I’m in the mountains 60 When I’m shopping 59 When I’m in a wellness centre 55 When I’m at work 53 When I’m looking at beautiful buildings, pieces of art, etc. 50 UK Average cross studied countries When I’m at the hairdresser 49 N = 249 / F = No
  • 22. // I WILL NEVER FORGET THE DAY… (1/2) Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment? 1 out of 3 UK Yers has never 80% N = 168 / F = If 1st moment experienced an unforgettable 60% moment in their life! 26% of the 40% Millennials has already experienced 2 days they’ll never forget. 20% I n c a s e Ye r s h a v e e x p e r i e n c e d 3 0% unforgettable moments, chances become 59% 15% 8% 4% 14% 1% high that they mention at least 1 moment of happiness or sadness. N = 109 / F = If 2nd moment 80% 60% 40% 24% 20% 0% 10% 43% 16% 13% 6% 18% 4% 33% N = 85/ F = If 3rd moment 80% 34% 60% 40% 20% 0% No moments 1 moment 2 moments 3 moments 40% 12% 12% 19% 11% 6% N = 249 / F = No
  • 23. // I WILL NEVER FORGET THE DAY… (2/2) Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment? When I was Graduated dumped by my partner Meeting the love of my life Becoming a sport champion Surprise   Dead of a person N =57 close to me Enjoying a holiday abroad Happiness   Anger   N = 181 N = 20 My first kiss Getting married Got my driving license Being robed Fear   Disgust   N = 38 N = 12 New school Found out my mom Sadness   was sleeping with an N = 54 other man Encountered aggression Was diagnosed Being dumped Parents got with a serious by my boy/girl divorced illness friend N represents the number of moments mentioned across respondents Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
  • 24. // BRAND EMOTIONALITY Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when 2,0 thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise youngsters and make them happy. 1,5 1,0 0,5 Pepsi Pepsi Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull 0,0 Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell -0,5 20% Zara 20% Puma Zara Puma M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson -1,0 Axe / Lynx Adidas Axe / Lynx Adidas C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple -1,5 Samsung Doritos Samsung Doritos L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP -2,0 UK Average cross studied countries N = 249 / F = No
  • 25. // Hot takeaways Half of the UK Yers consider themselves to be a happy person. The extent to which UK Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when having sex, or in success when being challenged. Spontaneously, these UK Yers refer to their first kiss & getting their drivers license.
  • 27. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 254 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Female 49% Questionnaire 15-18 37% •  Survey of 20 minutes Age 19-21 27% 22-25 37% I’m still studying 70% No job, not looking for one 2% No job, looking for on 4% Professional Job, < 1 year working experience 6% Situation Job, 1 year working experience 5% Job, 2 years working experience 2% Job, 3 years working experience 4% Job, > 3 years working experience 8% Single, no kids 66% Single, kids 3% Private situation Partner, no kids 28% Partner, kids 3%
  • 28. // HAPPY PEOPLE Q: I consider myself to be a happy person. 100% 75% 50% 25% 65 % of the Dutch Y’rs considers themselves to be a happy person. The Netherlands Average cross studied countries N = 254 / F = No / / % represent the amount of people that (completely) agrees with this statement
  • 29. // WHEN SHOULD YOU ENCOUNTER A MILLENNIAL Q: Throughout a day, a week, a year, people’s feeling of happiness can vary. First we would like you to think about your happiness throughout a day. Q: Now we would like you to think about your happiness throughout a week. Q: And how happy are you in each of these months? The extent to which Dutch Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. 2,0 Day Week Year 1,5 100 90 1,0 80 70 0,5 60 0,0 50 40 -0,5 30 20 May Saturday June Thursday April Monday Friday Sunday January Wednesday March July August September October 06:00 – 08:00 08:00 – 10:00 10:00 – 12:00 12:00 – 14:00 14:00 – 16:00 16:00 – 18:00 18:00 – 20:00 20:00 – 22:00 22:00 – 24:00 24:00 – 02:00 02:00 – 04:00 04:00 – 06:00 Tuesday February November December -1,0 -1,5 -2,0 NETHERLANDS Average cross studied countries N = 254 / F = No
  • 30. // MAXIMIZE THEIR HAPPINESS Q: How happy are you in each of these situations and places? Gen Yers’ happiness is maximized when having sex and when on a holiday. Millennials can be theirselves when being surrounded by their family and friends, and this reflects in a happy feeling as well. Working is pernicious for the Gen Yer’s happiness...not a surprise if you know that ‘sloth’ is their biggest sin! - 10 20 30 40 50 60 70 80 90 100 0 When I’m having sex 75 When I’m on holiday 75 When I’m challenged and succeed in achieving something 75 When I’m enjoying good music 74 When I’m with friends/family 71 When I’ve learned to master a new skill 71 When I’m enjoying good food/drink 69 When I’m at the beach / sea-side 69 When I’m in bed 67 28% 27% 23% 22% 19% 18% 17% 15% 66 9% 9% 8% 8% 7% When I’m home When I’m in a natural 64 Shopping Cooking Chatting / telephoning Surfing on the internet Gaming (computer / console) Going out (bar, disco...) Making music (DJ, instrument...) Watching television Visit family Sporting / Exercising Having sex Checking my social networks Reading (books, newspapers...) environment (e.g. a forest) When I’m sporting 62 When I’m in the mountains 60 When I’m shopping 59 When I’m in a wellness centre 55 When I’m at work 53 When I’m looking at beautiful buildings, pieces of art, etc. 50 When I’m at the hairdresser 49 NETHERLANDS Average cross studied countries N = 254 / F = No
  • 31. // I WILL NEVER FORGET THE DAY… (1/2) Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment? 1 out of 3 Dutch Yers has never 80% N = 163 / F = If 1st moment experienced an unforgettable 60% moment in their life! 26% of the 40% Millennials has already experienced 2 20% days they’ll never forget. 0% In case Yers have experienced 3 48% 6% 10% 3% 31% 3% unforgettable moments , chances become high that they mention at least 1 N = 101 / F = If 2nd moment 80% moment of sadness or disgust. 60% 40% 20% 24% 0% 40% 12% 8% 12% 24% 4% 36% 14% N = 66 / F = If 3rd moment 80% 60% 26% 40% 20% 0% No moments 1 moment 40% 12% 12% 19% 11% 6% 2 moments 3 moments N = 254 / F = No
  • 32. // I WILL NEVER FORGET THE DAY… (2/2) Q: Throughout our life we experience moments we will never forget because they arouse us (…). We are very interested in the most emotional moments of your life. You can specify up to 3 moments. Could you also indicate what kind of emotion that lays underneath that moment? First kiss Been fired When I was dumped by my Graduated partner Meeting the love of my life Surprise   Becoming a Dead of a person N =30 mother close to me Happiness   Anger   Enjoying a N = 144 N = 30 holiday abroad Getting married Got my driving license When I got in a fight Fear   Disgust   N = 32 N = 13 Future Sadness   N = 81 Moved Encountered aggression Was diagnosed Being dumped Parents got with a serious by my boy/girl divorced illness friend N represents the number of moments mentioned across respondents Based on a qualitative interpretation, these ‘unforgetable moments were defined because they were mentioned by a substantial part of the sample that encountered that specific emotion.
  • 33. // BRAND EMOTIONALITY Q: Below you find a list of brands / products. Could you please indicate which of the following emotions you feel when thinking of the brand and its products? Brands can definitely arouse Gen Yers. Feelings of disgust, surprise and especially happiness are evoked when thinking of brands. Brands like Coca-Cola which score high on other CRUSH values as well, can surprise 2,0 youngsters and make them happy. 1,5 1,0 Pepsi Pepsi 0,5 Gilette McDonald’s Gilette McDonald’s Nivea 80% A&F Nivea 80% A&F Microsoft Red Bull Microsoft Red Bull Nintendo 60% T. Hilfiger Nintendo 60% T. Hilfiger 0,0 Levi’s Nike Levi’s Nike 40% 40% Sony Dell Sony Dell Zara 20% Puma Zara 20% Puma -0,5 M&M’s 0% S. Ericsson M&M’s 0% S. Ericsson Axe / Lynx Adidas Axe / Lynx Adidas -1,0 C. Allstars Mars C. Allstars Mars Nokia Apple Nokia Apple Samsung Doritos Samsung Doritos -1,5 L’Oreal Dove L’Oreal Dove H&M Diesel H&M Diesel Coca-Cola iPhone Coca-Cola iPhone HP HP -2,0 NETHERLANDS Average cross studied countries N = 254 / F = No
  • 34. // Hot takeaways 2 out of 3 of the Dutch Yers consider themselves to be a happy person. The extent to which Dutch Yers feel happy clearly differs from time to time. As a brand you want to be in touch with the Millennials in the evening between 20:00 and 22:00, preferably on a Midsummer Saturday. Their happiness is maximized when being on a holiday and when having sex, or when being challenged and having achieved something. Spontaneously, these Dutch Gen Yers refer to meeting the love of their life (with all the ins and outs) and graduating.
  • 36. // BE AWARE OF THE BORING STUFF ON THIS SLIDE Methodology •  Online survey •  Recruiting via InSites Research Community (www.talktochange.com) Sample Size •  N = 257 respondents •  Screening: 15 – 25 years old •  Quota representative on region, gender, age Male 51% Gender Female 49% 15-18 38% Questionnaire Age 19-21 26% •  Survey of 20 minutes 22-25 36% I’m still studying 57% No job, not looking for one 4% No job, looking for on 12% Professional Job, < 1 year working experience 8% Situation Job, 1 year working experience 6% Job, 2 years working experience 1% Job, 3 years working experience 4% Job, > 3 years working experience 9% Single, no kids 66% Single, kids 2% Private situation Partner, no kids 27% Partner, kids 6%
  • 37. // HAPPY PEOPLE Q: I consider myself to be a happy person. 100% 75% 50% 25% 66 % of the Swedish Y’rs considers themselves to be a happy person. Sweden Average cross studied countries N = 257 / F = No / / % represent the amount of people that (completely) agrees with this statement