This global InSites Consulting Gen Y research report shares insights into what Coolness means for Generation Y. The full report offers results for over 15 countries on cool cities, people and brands.
Globally Gen Yers perceive Apple as the coolest brand. Favorite city to visit is New York, followed by London and Paris and they perceive sports(wo)men less cool than pop artists and actors/actresses.
This global Gen Y research report shares insights into what uniqueness means for Generation Y. The full report offers results of over 15 countries worldwide.
The big majority of Millennials find themselvers unique. Russian, Romanian and especially Brazilian Yers are absolutely convinced that they're truly unique. This perception is mainly driven by the things they say to others, the clothes they wear and the music they're listening to.
Don't worry be happy (results from an international youth study by InSites Co...Joeri Van den Bergh
In this international youth study by InSites Consulting you'll find out everything you need to know about what Happiness means for Generation Y. The report shares detailed results for US, UK, the Netherlands, Sweden, Spain, Russia, Romania, Poland, Italy, India, Germany, France, Denmark, China, Brazil and Belgium.
The truth and nothing but the truth (by Generation Y around the world)Joeri Van den Bergh
The truth and nothing but the truth (by Generation Y around the World). This report offers the result of a large-scale InSites Consulting youth study.
The big majority of Gen Yers across the globe believe they’re honest and reliable, but not that many see themselves as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. Especially Belgian Yers lack self-confidence to see themselves as such. Half of the Italians, Brazilians and Americans believe they’re authentic and real. In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment, surrounded by their partner, friends and parents. At the same time, 1 out of 4 Millennials can only be his/her true self when being alone!
Globally youngsters think Facebook pages of brands are not credible Blogs, friends and brand users are more credible.
This global Gen Y research report shares insights into what uniqueness means for Generation Y. The full report offers results of over 15 countries worldwide.
The big majority of Millennials find themselvers unique. Russian, Romanian and especially Brazilian Yers are absolutely convinced that they're truly unique. This perception is mainly driven by the things they say to others, the clothes they wear and the music they're listening to.
Don't worry be happy (results from an international youth study by InSites Co...Joeri Van den Bergh
In this international youth study by InSites Consulting you'll find out everything you need to know about what Happiness means for Generation Y. The report shares detailed results for US, UK, the Netherlands, Sweden, Spain, Russia, Romania, Poland, Italy, India, Germany, France, Denmark, China, Brazil and Belgium.
The truth and nothing but the truth (by Generation Y around the world)Joeri Van den Bergh
The truth and nothing but the truth (by Generation Y around the World). This report offers the result of a large-scale InSites Consulting youth study.
The big majority of Gen Yers across the globe believe they’re honest and reliable, but not that many see themselves as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. Especially Belgian Yers lack self-confidence to see themselves as such. Half of the Italians, Brazilians and Americans believe they’re authentic and real. In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment, surrounded by their partner, friends and parents. At the same time, 1 out of 4 Millennials can only be his/her true self when being alone!
Globally youngsters think Facebook pages of brands are not credible Blogs, friends and brand users are more credible.
Value and Engagement in the Era of Social Entertainment and Second ScreensEdelman
For the sixth year running, the Value & Engagement in the Era of Social Entertainment and Second Screens Survey explores consumer attitudes towards the entertainment industry in the UK and U.S. It examines consumer perceptions and behaviors as they relate to consumption habits, purchase recommendations, file downloading and sharing.
Work-life balance is the most important aspect in a job for Millennials. In the US, 72% of Millennials (aged 20 to 36 years old) find a positive work-life balance key. Yet global research by InSites Consulting also shows that Millennials are clearly struggling to find this equilibrium, with 71% of US Millennials stating they are unhappy with their current work-life ratio.
How Cool Brands Stay Hot at the WOMMA Summit 2012, presented by Joeri Van den Bergh (Gen Y expert InSites Consulting and author of How Cool Brands Stay Hot) and Anna Zanghi (Head of Global Innovation & Product Development at MasterCard Worldwide) in Las Vegas (US) on November 14, 2012.
My new paper considers the ever changing generational mix in the workplace and how to maximize people development to impact organizational growth in this environment - whatever the generation!
How Cool Brands Stay Hot: Branding to Generation Y by Joeri Van den Bergh, presented at the NHTV Breda Digital Entertainment 10 Year Event in Breda (NL) on Thursday February 7, 2013.
Value and Engagement in the Era of Social Entertainment and Second ScreensEdelman
For the sixth year running, the Value & Engagement in the Era of Social Entertainment and Second Screens Survey explores consumer attitudes towards the entertainment industry in the UK and U.S. It examines consumer perceptions and behaviors as they relate to consumption habits, purchase recommendations, file downloading and sharing.
Work-life balance is the most important aspect in a job for Millennials. In the US, 72% of Millennials (aged 20 to 36 years old) find a positive work-life balance key. Yet global research by InSites Consulting also shows that Millennials are clearly struggling to find this equilibrium, with 71% of US Millennials stating they are unhappy with their current work-life ratio.
How Cool Brands Stay Hot at the WOMMA Summit 2012, presented by Joeri Van den Bergh (Gen Y expert InSites Consulting and author of How Cool Brands Stay Hot) and Anna Zanghi (Head of Global Innovation & Product Development at MasterCard Worldwide) in Las Vegas (US) on November 14, 2012.
My new paper considers the ever changing generational mix in the workplace and how to maximize people development to impact organizational growth in this environment - whatever the generation!
How Cool Brands Stay Hot: Branding to Generation Y by Joeri Van den Bergh, presented at the NHTV Breda Digital Entertainment 10 Year Event in Breda (NL) on Thursday February 7, 2013.
Do you make some of your money locally, and some of your money remotely, or online?
If you answered “yes” to this question, then you’re Semi-Local.
In October 2011, we surveyed 153 people; 107 were already Semi-Local, and 46 aspired to be.
We asked questions to find out what was really involved in becoming and being Semi-Local.
This report contains their answers to those questions.
The 20somethings of the Millennial Generation are inspiring, innovative, educated and - most of all - connected. Buzz Marketing Group interviewed over 500 men and women across the United States to learn about the lives of this unique generation.
frAGILE - Is NextGen marketing more chemistry than science?Joeri Van den Bergh
In today’s post-truth society change comes rapidly and unexpected. How do brands speed up their NextGen (Gen Y & Z) marketing strategies to get ready for the new decade? Based on dozens of international expert interviews with senior marketing executives of renowned brands (such as PepsiCo, LEGO, Freitag, LEVI’s, Beiersdorf, Audible, MasterCard, AB InBev, eBay, IKEA, Tommy Hilfiger…), Joeri Van den Bergh (Co-founder & NextGen expert) shares insights on brands that bond beyond disruption.
Who's up NXT: a global cross-generational study by InSites ConsultingJoeri Van den Bergh
New data from an InSites Consulting Generation Next study in which we interviewed more than 10,000 people from four different generations: Babyboomers, Generation X, Y and Z.
Although the NextGens (Y & Z) is 24H connected, the need for real facetime is bigger than ever. The NextGen is looking for soulmates and allies in life, in brands and companies. Joeri Van den Bergh (co-founder & NextGen specialist at InSites Consulting & author of ‘How Cool Brands Stay Hot’) studies the current behavior of the youngest generations to understand how marketing will change tomorrow.
Who's up NXT? A cross-generational view on NextGen marketingJoeri Van den Bergh
The current young population (Generation Y and Z) is the most diverse and best educated generation ever. They have been shaped by technology and are true marketing game changers. Old handbook marketing approaches are bound to fail with this large consumer demographic. High time for a cross-generational reality check!
In a recent InSites Consulting global research project (in cooperation with GMI) we talked to Baby Boomers, Gen X, Gen Y & Gen Z consumers, taking a closer look at what differentiates these new consumer generations in the market today from the post ones.
For more information visit http://www.howcoolbrandsstayhot.com/trends
Enjoy the inspiration!
Early 2014, five trend watchers teamed up to share their views on the consumer and societal evolutions for 2014 and beyond. In this brand-new consumer trends paper, we gathered 5 paradoxical trends defining the consumer of today and of the future:
1. Learn from Joeri Van den Bergh how global brands such as Heineken and Renault are using serendipity in their advertising.
2. Find out from Steven Van Belleghem how companies benefit from the abundance of useful information to predict consumer behavior.
3. Follow Tom Palmaerts to experience four possible cloaking channels: de-facing, de-sharing, de-leting and the dark web…
4. Discover with Sven Mastbooms how existing business models are under pressure due to the consumers’ urge to take a quicker, easier and cheaper shortcut to the solution.
5. And finally tune in to Herman Konings to find out how consumers are taking control of their own health.
Infographic: Millennials & Social Media - Smart facts on smartphones, apps & ...Joeri Van den Bergh
Did you know that, on average, 60% of GenYers owns a smartphone? The other 40% mainly states that their current phone is doing just fine, that a smartphone is too expensive to buy or that they simply do not need one. Find out how GenYers use their mobile phone in part 4 of the infographic series: Millennials & Social Media. Discover which countries have the highest rate of daily Internet access through the smartphone or what mobile services and apps Millennials are most fond of.
Infographic: Millennials and Social Media - Brand expectations on social medi...Joeri Van den Bergh
Did you know that, on average, GenYers follow about 12 brands passively and interact with 6? Find out all about ‘Brand expectations on social media’ in this Generation Y infographic by InSites Consulting? Discover the sectors which are most followed by Generation Y, drivers for following a brand and the top 15 consumer expectations from brands on social media.
Infographic: Millennials & Social Media - The what, where & why based on a gl...Joeri Van den Bergh
Did you know that an average GenY’er joins 2.5 social networks or that about 80% of GenY’ers log on to social media every single day? Find out all about Millennials and their use of social media in our brand new Generation Y infographic. Discover the main drivers for using social media and where they consult them the most. Millennials are the most marketing-savvy and advertising-critical generation ever.
No guts, No glory: 5 steps to become a brave new marketerJoeri Van den Bergh
Our world is changing rapidly. Technology is developing faster than ever. Information is shared and made available everywhere.
This InSites Consulting marketing paper on Generation Y is based on interviews with 21 global marketing executives from various industries (such as Converse, Heineken, Abercrombie & Fitch, BBC, Microsoft, Reckitt & Benckiser and many more) and it offers a 5step plan for marketers to improve their marketing towards the demanding Gen Y customers.
How to connect with urban millennials: results from a global research communityJoeri Van den Bergh
This Marketing paper offers insights on what drives Generation Y and how global brands can really connect with youth worldwide. By discussing trends with young people in our global research community, we managed to gather 10 interesting Gen Y evolutions. The paper also highlights the key dimensions behind cool places, products and brands.
How Cool Brands Stay Hot at ESOMAR CEE Research Forum (by Joeri Van den Bergh)Joeri Van den Bergh
How Cool Brands Stay Hot in CEE
Joeri Van den Bergh, author "How Cool Brands Stay Hot. Branding to Generation Y" (bestselling book on youth marketing together with MTV's global VP Mattias Behrer, translated in Russian, Polish & Czech) and Managing Partner, InSites Consulting, Belgium
InSites Consulting and MTV Networks the Netherlands asked 601 Millennials how they see life, what is really important to them, and which the role is of their family and friends in their lives.
Furthermore 72 Marketers accepted the challenge and tested to what extent they think they know these same Millennials.
De Jeugd Van Tegenwoordig - Ben jij Millenial proof? (Dutch version)Joeri Van den Bergh
InSites Consulting en MTV Networks Nederland vroegen aan 601 Millennials hoe zij naar het leven kijken, wat voor hen echt belangrijk is en welke rol familie en vrienden spelen in hun leven.
How advertisers reconnect with consumers @ Famous BBQ event 2011Joeri Van den Bergh
In the current consumer climate, a brand can no longer buy attention or authenticity. One has to earn it. If brands do not want to run the risk of losing their significance or their relevance, they must gain a better insight into their consumers' environment and not simply examine the products they purchase. The key to gaining the consumer's trust is to build a long-term, organic relationship, one that will give you a better insight into his daily hustle and bustle and help you gain a better understanding of customer needs.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
B2B payments are rapidly changing. Find out the 5 key questions you need to be asking yourself to be sure you are mastering B2B payments today. Learn more at www.BlueSnap.com.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
2. // COUNTRIES INVOLVED IN THE GLOBAL COOLNESS 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 COOLNESS
In this report you’ll find out everything you
need to know about what Coolness 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
Gen Yers find themselves cool. Especially Indian (67%),
Russian (61%) and French (58%) Millennials see
themselves as cool persons.
Gen Yers like to visit New York especially. Across the
globe, London and Paris are runners up. National cities
are very popular among inhabitants of that country
(Amsterdam among Dutch (21%), St Petersburg among
Russians (37%), etc.).
It’s clear that sports(wo)men are less cool than pop
artists and actors/actresses. Although Gen Yers are not
fond of politics at all, charismatic politicians like Obama
and Mandela are still seen as cool people – especially in
Denmark. Bill Gates, founder of Microsoft, is worshipped
in India (43%). Brazilian Yers focus remarkably more on
idols like Lady Gaga, Johnny Depp and Madonna.
Among brands, Apple is perceived as the coolest brand,
though less outspoken in the Lower Countries and the
Scandinavian countries. Coca-Cola is runner-up. In
Poland, Romania, China and India, Pepsi is perceived as
at least equally cool though!
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. // COOL Gen Yers
Q: First of all we would like to know how cool you find yourself? I am...
43
100%
75%
50%
25%
% of the American Y’rs
think they’re cool!
USA Average cross studied countries
N = 251 / F = No
11. //COOLEST PLACES ON EARTH
Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool?
Across countries, New York is by far the coolest place on earth. Compared to other countries. The European
cities London and Paris are also popular cities among American Y’ers. 1 out of 3 sees them as a cool place.
0% 20% 40% 60%
New York 49%
London 33%
Tokyo 32%
Paris 32%
Los Angeles 26%
San Francisco 15%
Amsterdam 14%
Barcelona 11%
Sydney 10%
Milan 10%
USA Average cross studied countries
N = 251 / F = No
12. // THE (UN)COOLEST PEOPLE ON EARTH
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Johnny Depp Richard Gere
31° 50°
45°
1°
40°
Barack Obama 35°
Angela Merkel
16° 0°
30°
25°
20°
15°
Lady Gaga Richard Branson
16° 0°
10°
5°
0°
Details for all famous people questioned can be found on the next page
The degrees (°) represent the % of people that find that person ‘cool’
N = 251 / F = No
13. // …AND THE REST
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen
Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people.
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Johnny Depp 31% Bono
Barack Obama 16% Mark Zuckerberg
Lady Gaga 16% Tiger Woods
Sandra Bullock 14% Cristiano Ronaldo
Bill Gates 14% The Pope
Jessica Alba 14% George W. Bush
Angelina Jolie 13% Madonna
Leonardo DiCaprio 13% Serena Williams
Oprah Winfrey 12% Demi Moore
Brad Pitt 12% Paris Hilton
George Clooney 8% Kate Moss
Steve Jobs 7% Nicolas Sarkozy
David Beckham 6% Herman Van Rompuy
Nelson Mandela 6% Richard Gere
Pink 6% Richard Branson
Lance Armstrong 6% Angela Merkel
N = 251 / F = No USA Average cross studied countries
14. //COOLEST BRANDS ON EARTH
Q: And how cool do you find the following brands / products?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Clothing H&M
Levi’s
A&F
Diesel
Zara
T. Hilfiger
Across categories, Apple, its
Sports C. Allstars
Nike mobile phone brand iPhone,
Adidas
Puma Converse Allstars and
Food & Drinks Coca-Cola Sony are the coolest brands. More
Doritos
M&M’s than 2 out of 3 Gen Yers agree
Pepsi
McDonald’s with this.
Red Bull This is perfectly reflected in the
Mars
U.S.A., where these brands are
Apple
Technology Sony even cooler than average
Nintendo
Microsoft
Dell Personal Care brands are
HP
perceived as less cool. Only Axe
Personal Care Axe / Lynx
is seen as cool by half of the
Nivea
Gilette population.
L’Oreal
Dove
Mobile iPhone
Samsung
Sony Eric.
Nokia
Belgium
U.S.A. Averagecross studied countiries
Average cross studied countries
N = 251 / F = No
15. // Hot takeaways
4 out of 10 US Yers believe they’re cool! They love
European cities like London (33%), Paris (32%), and
Amsterdam (14%). Within the US, New York (49%), Los
Angeles (26%) and San Francisco (15%) are seen as
cool places. Across categories, Apple, its mobile phone
brand iPhone and Converse Allstars are the coolest
brands. More than 2 out of 3 Gen Yers agree with this.
Personal Care brands are perceived as less cool.
Compared to other countries, “H&M” gets a high score on
coolness.
17. // 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%
18. // COOL Gen Yers
Q: First of all we would like to know how cool you find yourself? I am...
39
100%
75%
50%
25%
% of the UK Y’rs think
they’re cool!
UK Average cross studied countries
N = 249 / F = No
19. //COOLEST PLACES ON EARTH
Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool?
Across countries, New York is by far the coolest place on earth. UK youngsters are also rather proud of their
capital city. 31% thinks Londen is the coolest place on earth.
0% 20% 40% 60%
New York 51%
London 31%
Los Angeles 27%
Tokyo 23%
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
Paris 21%
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...)
Sydney 15%
Dubai 14%
Barcelona 14%
Amsterdam 13%
Milan 13%
UK Average cross studied countries
N = 249 / F = No
20. // THE (UN)COOLEST PEOPLE ON EARTH
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Johnny Depp Richard Gere
38° 50°
45°
1°
40°
David Beckham 35°
Herman van Rompuy
19° 1°
30°
25°
20°
15°
Lady GaGa George W. Bush
17° 0°
10°
5°
0°
Details for all famous people questioned can be found on the next page
The degrees (°) represent the % of people that find that person ‘cool’
N = 249 / F = No
21. // …AND THE REST
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, although Gen
Yers in the UK are fan of David Beckham.
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Johnny Depp 38% Steve Jobs
David Beckham 19% Lance Armstrong
Lady Gaga 17% Madonna
Barack Obama 14% Cristiano Ronaldo
Leonardo DiCaprio 14% Oprah Winfrey
Angelina Jolie 13% Paris Hilton
Brad Pitt 12% The Pope
20%
17%
15%
22%
18%
17%
15%
14%
11%
Jessica Alba 11% Bono
9%
7%
7%
Pink 10% Tiger Woods
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...)
Bill Gates 9% Angela Merkel
George Clooney 8% Serena Williams
Richard Branson 7% Demi Moore
Mark Zuckerberg 6% Nicolas Sarkozy
Sandra Bullock 6% Herman Van Rompuy
Nelson Mandela 6% Richard Gere
Kate Moss 6% George W. Bush
UK Average cross studied countries
N = 249/ F = No
22. //COOLEST BRANDS ON EARTH
Q: And how cool do you find the following brands / products?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Clothing Diesel
Levi’s
A&F
T. Hilfiger
Zara
H&M
Sports C. Allstars
Nike
Adidas
Puma
Food & Drinks Coca-Cola Across categories, iPhone,
Red Bull
Doritos Apple, Coca Cola and
Pepsi
Mars Converse Allstars are the
M&M’s
McDonald’s
coolest brands.
Technology Apple
Personal Care brands are
Nintendo
Sony
Microsoft perceived as less cool.
Dell
HP
Personal Care Gilette
Axe / Lynx
Nivea
L’Oreal
Dove
Mobile iPhone
Samsung
Nokia
Sony Eric.
Belgium
UK Averagecross studied countiries
Average cross studied countries
N = 249 / F = No
23. // Hot takeaways
4 out of 10 UK Yers believe they’re cool! They’re fond of
Anglo-Saxon cities like New York (51%) and Los Angeles
(24%). Y’ers are also proud of their capital city. London is
seen by almost 1 out of 3 youngsters as a cool place.
Across categories, Apple, its mobile phone brand iPhone
and Converse Allstars are the coolest brands. More than
2 out of 3 Gen Yers agree with this. Personal Care
brands are perceived as less cool. The clothing brands
Diesel, Levi’s and A&F are perceived as pretty cool as
well.
25. // 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%
26. // COOL Gen Yers
Q: First of all we would like to know how cool you find yourself? I am...
38
100%
75%
50%
25%
% of the Dutch Y’rs think
they’re cool!
Netherlands Average cross studied countries
N = 254 / F = No
27. //COOLEST PLACES ON EARTH
Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool?
Across countries, New York is by far the coolest place on earth. Dutch youngsters are also rather proud of their
capital city. 21% thinks Amsterdam is the coolest place on earth.
0% 20% 40% 60%
New York 52%
London 23%
Los Angeles 21%
Amsterdam 21%
28%
27%
23%
22%
19%
18%
17%
15%
9%
9%
8%
8%
7%
Paris 20%
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...)
Tokyo 17%
Barcelona 17%
Dubai 17%
San Francisco 11%
Sydney 10%
NETHERLANDS Average cross studied countries
N = 254 / F = No
28. // THE (UN)COOLEST PEOPLE ON EARTH
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Johnny Depp Nicolas Sarkozy
30° 50°
45°
1°
40°
Barack Obama 35°
Herman van Rompuy
19° 1°
30°
25°
20°
15°
Lady GaGa Demi More
16° 1°
10°
5°
0°
Details for all famous people questioned can be found on the next page
The degrees (°) represent the % of people that find that person ‘cool’
N = 254 / F = No
29. // …AND THE REST
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
50%
Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen
Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people.
40%
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Johnny Depp 30% Madonna
Barack Obama 19% Cristiano Ronaldo
30%
Lady Gaga 16% Bono
Angelina Jolie 16% Kate Moss
20%
Nelson Mandela 14% George W. Bush
Brad Pitt 14% Mark Zuckerberg
Pink 11% Paris Hilton
10%
Oprah Winfrey 9% The Pope
Bill Gates 8% Richard Branson
31%
28%
28%
27%
23%
22%
19%
18%
17%
15%
9%
9%
8%
8%
7%
0%
Leonardo DiCaprio 8% Angela Merkel
Shopping
Cooking
Chatting / telephoning
Surfing on the internet
Gaming (computer / console)
Going out (bar, disco...)
Making music (DJ, instrument...)
Watching television
Visit family
Hanging out with friends
Listening to music
Sporting / Exercising
Having sex
Checking my social networks
Reading (books, newspapers...)
Steve Jobs 8% Tiger Woods
David Beckham 7% Serena Williams
Lance Armstrong 7% Richard Gere
George Clooney 7% Nicolas Sarkozy
Sandra Bullock 6% Herman Van Rompuy
Jessica Alba 5% Demi Moore
N = 254/ F = No NETHERLANDS Average cross studied countries
30. //COOLEST BRANDS ON EARTH
Q: And how cool do you find the following brands / products?
0%
0% 10%
10% 20%
20% 30%
30% 40%
40% 50%
50% 60%
60% 70%
70% 80%
80% 90%
90% 100%
100%
Diesel
Clothing Diesel
A&F
A&F
Zara
Zara
T. Hilfiger
T. Hilfiger
Levi’s
Levi’s
H&M
H&M
Sports C. Allstars
C. Allstars
Adidas
Adidas
Nike
Nike
Puma
Puma
Across categories, iPhone,
Coca-Cola
Food & Drinks Coca-Cola
Red Bull
Red Bull
Apple, Coca Cola and
M&M’s
M&M’s
Mars
Mars
Converse Allstars are the
McDonald’s
McDonald’s coolest brands.
Doritos
Doritos
Pepsi
Pepsi
Apple
Personal Care brands are
Technology Apple
Sony
Sony perceived as less cool. Only Axe
Nintendo
Nintendo
Microsoft
Microsoft is seen as cool by half of the
HP
HP population.
Dell
Dell
Personal Care Axe / Lynx
Axe / Lynx
Gilette
Gilette
L’Oreal
L’Oreal
Nivea
Nivea
Dove
Dove
Mobile iPhone
iPhone
Samsung
Samsung
Sony Eric.
Sony Eric.
Nokia
Nokia
The Netherlands
Belgium Average cross studied countries
Average cross studied countiries
N = 254 / F = No
31. // Hot takeaways
4 out of 10 Dutch Yers believe they’re cool which is at the
same level of Belgium (35%) and Germany (37%).
They’re fond of Anglo-Saxon cities like New York (52%),
London (23%) and Los Angeles (21%). Dutch Y’ers are
also proud of their capital city (21%). Across categories,
Apple, its mobile phone brand iPhone, Coca-Cola and
Converse Allstars are the coolest brands. More than half
of the Gen Yers agree with this. Personal Care brands
are perceived as less cool. Only Axe is seen as cool by 4
out of 10.
33. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 261 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age Flanders 60%
Region
Walloon Regions 40%
Male 51%
Questionnaire Gender
Female 49%
• Survey of 20 minutes Age
15-18 35%
19-21 27%
22-25 38%
I’m still studying 69%
No job, not looking for one 2%
No job, looking for on 4%
Professional Job, < 1 year working experience 7%
Situation Job, 1 year working experience 5%
Job, 2 years working experience 3%
Job, 3 years working experience 4%
Job, > 3 years working experience 6%
Single, no kids 67%
Single, kids 3%
Private situation
Partner, no kids 25%
Partner, kids 6%
34. // COOL Gen Yers
Q: First of all we would like to know how cool you find yourself? I am...
35
100%
75%
50%
25%
% of the Belgian Y’rs
think they’re cool!
Belgium Average cross studied countries
N = 261 / F = No
35. //COOLEST PLACES ON EARTH
Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool?
Across countries, New York is by far the coolest place on earth. Compared to other countries, Belgian Y’ers are less proud
of their capital city. Brussels is seen by only 1 out of 10 youngsters as a cool place.
0% 20% 40% 60%
New York 51%
London 36%
Paris 24%
Los Angeles 23%
Barcelona 21%
Tokyo 13%
Dubai 13%
Milan 12%
Sydney 11%
Brussels 8%
Belgium Average cross studied countries
N = 261 / F = No
36. // THE (UN)COOLEST PEOPLE ON EARTH
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Johnny Depp G.W. Bush
32° 50°
45°
1°
40°
Lady Gaga 35°
Angela Merkel
22° 1°
30°
25°
20°
15°
Barack Obama Richard Gere
17° 1°
10°
5°
0°
Details for all famous people questioned can be found on the next page
The degrees (°) represent the % of people that find that person ‘cool’
N = 261 / F = No
37. // …AND THE REST
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen Yers are not
fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people.
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Johnny Depp 32% Sandra Bullock
Lady Gaga 22% Madonna
Barack Obama 17% Lance Armstrong
George Clooney 15% Nicolas Sarkozy
Brad Pitt 13% The Pope
Angelina Jolie 13% Paris Hilton
Pink 12% Herman Van Rompuy
Nelson Mandela 11% Tiger Woods
Jessica Alba 8% Kate Moss
Bono 7% Richard Branson
Mark Zuckerberg 7% Demi Moore
Cristiano Ronaldo 7% Serena Williams
Steve Jobs 7% Bill Gates
Oprah Winfrey 6% George W. Bush
Leonardo DiCaprio 6% Angela Merkel
David Beckham 6% Richard Gere
70%
N = 261 / F = No Belgium Average cross studied countries
0%
38. //COOLEST BRANDS ON EARTH
Q: And how cool do you find the following brands / products?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Diesel
Clothing A&F
Levi’s
H&M
T. Hilfiger
Zara
Sports C. Allstars
Nike
Adidas
Puma Across categories, Apple, its mobile
phone brand iPhone and Converse
Coca-Cola
Food & Drinks Red Bull Allstars are the coolest brands. More
M&M’s
McDonald’s than 2 out of 3 Gen Yers agree with
Doritos this.
Mars
Pepsi Coca-Cola, the best known brand in
Belgium, follows.
Apple
Technology Nintendo
Sony Personal Care brands are
Microsoft
HP perceived as less cool. Only Axe is
Dell seen as cool by half of the population.
Personal Care Axe / Lynx
Gilette
Nivea
Dove
L’Oreal
Mobile iPhone
Samsung
Sony Eric.
Nokia
Belgium
Belgium Averagecross studied countiries
Average cross studied countries
N = 261 / F = No
39. // Hot takeaways
1 out of 3 Belgian Yers believe they’re cool which is at the
same level of The Netherlands (38%) and Germany
(37%). They’re fond of cities like New York (51%),
London (36%) and Paris (24%). Compared to other
countries, Belgian Y’ers are less proud of their capital
city. Brussels is seen by only 1 out of 10 youngsters as a
cool place. Across categories, Apple, its mobile phone
brand iPhone and Converse Allstars are the coolest
brands. More than 2 out of 3 Gen Yers agree with this.
Personal Care brands are perceived as less cool. Only
Axe is seen as cool by half of the population.
41. // 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%
42. // COOL Gen Yers
Q: First of all we would like to know how cool you find yourself? I am...
35
100%
75%
50%
25%
% of the Swedish Y’rs
think they’re cool!
Sweden Average cross studied countries
N = 257 / F = No
43. //COOLEST PLACES ON EARTH
Q: Below you find a list of cities. We would like to locate the coolest places on earth. Could you please indicate the 3 cities you find most cool?
Across countries, New York is by far the coolest place on earth. Compared to other countries, Swedish Y’ers are
less proud of their capital city. Stockholm is seen by less than 1 out of 10 youngsters as a cool place.
0% 20% 40% 60%
New York 53%
Tokyo 34%
Los Angeles 33%
London 22%
Paris 19%
Dubai 18%
San Francisco 15%
Barcelona 14%
Amsterdam 11%
Sydney 10%
SWEDEN Average cross studied countries
N = 257 / F = No
44. // THE (UN)COOLEST PEOPLE ON EARTH
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Johnny Depp Nicolas Sarkozy
40° 50°
45°
0°
40°
Angelina Jolie 35°
Angela Merkel
18° 0°
30°
25°
20°
15°
Brad Pitt Herman van Rompuy
17° 0°
10°
5°
0°
Details for all famous people questioned can be found on the next page
The degrees (°) represent the % of people that find that person ‘cool’
N = 257 / F = No
45. // …AND THE REST
Q: Below you find a list of famous people. We would like to locate the coolest people on earth. Could you please indicate the 3 persons you find most cool?
Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses. Although Gen
Yers are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people.
0% 10% 20% 30% 40% 50% 0% 10% 20% 30% 40% 50%
Johnny Depp 40% Lance Armstrong
Angelina Jolie 18% Madonna
Brad Pitt 17% Paris Hilton
Nelson Mandela 16% Richard Branson
Jessica Alba 15% Cristiano Ronaldo
Barack Obama 14% Steve Jobs
Lady Gaga 14% Kate Moss
Bill Gates 11% Tiger Woods
Oprah Winfrey 11% George W. Bush
Pink 11% Richard Gere
George Clooney 10% The Pope
Leonardo DiCaprio 9% Demi Moore
David Beckham 6% Serena Williams
Mark Zuckerberg 5% Nicolas Sarkozy
Sandra Bullock 4% Herman Van Rompuy
Bono 4% Angela Merkel
70%
N = 257 / F = No SWEDEN Average cross studied countries
0%