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.
Cool today, Gone tomorrow? (by Generation Y around the world)Joeri Van den Bergh
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.
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.
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.
Cool today, Gone tomorrow? (by Generation Y around the world)Joeri Van den Bergh
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
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.
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.
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.
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.
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.
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.
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.
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.
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.
Ever wondered why the two hottest words in marketing today are “Millennial” and “Multicultural”?
Well the short answer is that the Millennial Generation (18-34) rules category after category and Multiculturals are their heart and source of vitality and growth.
Andy Halley-Wright, VP Planning and Research at Y&R/Bravo Miami, looks at how despite millennials coming of age in dire economic times, they are optimistic, open minded and brave. And in the home of the brave, the American Dream burns brightest in multicultural millennial hearts. Naturally various life stages and different mindsets fall between the ages of 18 and 34. In fear of over simplification, the younger cohort (18-24) are “Explorers” (4Cs) driven by the mega need of discovery while the older segment (25-34) are “Aspirers” (4Cs) motivated to make a mark and to show the world that they are making it.
"Born in a digital world, eight in 10 Millennials in America own a smartphone. They are always on, always connected – like 1 in 2 are tweeting, liking, emailing, you-tubing or whatever; while on the toilet! No generation has ever spread the word about themselves and help build or break brands like this generation. And again, Hispanics are at the bleeding edge, especially when it comes to mobile," he writes.
If “Millennial” and “Multicultural” are the two hottest words in marketing today, the two most important commandments they impart are that the marketer should “Embrace Diversity” and “Be Participatory.” Of course, that’s easier said than done.
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.
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.
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.
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.
How advertisers reconnect with consumers @ Famous BBQ event 2011
The truth and nothing but the truth (by Generation Y around the world)
1.
2. // COUNTRIES INVOLVED IN THE GLOBAL REALNESS STUDY
STUDY in 16 COUNTRIES WORLDWIDE
4.056 consumers (15 – 25 y.o.), representative total country population.
Data collected on proprietary research panels from InSites Consulting.
To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure.
Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.
3. 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
4. Joeri Van den Bergh
Gen Y expert and author of ‘How Cool Brands Stay Hot’
Hear the key take-aways first hand from author
Joeri Van den Bergh in a workshop or presentation.
More information on
www.howcoolbrandsstayhot.com/speech
+32 496 232 919
joeri@insites-consulting.com
@joeri_insites
www.linkedin.com/in/joerivandenbergh
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 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
9. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 251 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Questionnaire Gender
Male 50%
• Survey of 20 minutes Female
15-18
50%
38%
Age 19-21 27%
22-25 35%
I’m still studying 54%
No job, not looking for one 4%
No job, looking for on 13%
Professional Job, < 1 year working experience 9%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 5%
Job, 3 years working experience 2%
Job, > 3 years working experience 8%
Single, no kids 80%
Single, kids 3%
Private situation
Partner, no kids 11%
Partner, kids 6%
10. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
More than 4 out of 5 American Gen Yers believe they’re honest and reliable.
Though only 43% sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the
sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 251 / F = No The USA Average cross studied countries
11. // AUTHENTIC & HONEST BRANDS
Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?
Authenticity & Realness Honesty & Reliability
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Diesel
Clothing A&F
Levi’s
H&M
T. Hilfiger
Zara
Technology, and
Sports brands are
Sports C. Allstars
seen as more
Nike
Adidas honest/reliable.
Puma Especially Apple (58%)
and Converse Allstars
Food & Drinks Bull
Coca-Cola
Red (58%) drive this image.
M&M’s
McDonald’s
Doritos
Looking at authenticity
Mars and realness,
Pepsi especially Apple
(60%), Microsoft(60%)
Technology Apple
Nintendo and Nike (55%) are
Sony doing a great job.
Microsoft
HP
Dell Both measures are a
clear mirror image
Personal Care / Lynx
Axe
Gilette of each other, which is
Nivea
not the case when Gen
Dove
L’Oreal Yers had to evaluate
themselves.
Mobile iPhone
Samsung
Sony Eric.
Nokia
N = 251 / F = No Belgium
U.S.A. Averagecross studied countiries
Average cross studied countries
12. // THE 3 MOST CREDIBLE INFORMATION SOURCES
Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online pages about the brand
22%
(e.g. forum, blog, etc.)
Brand’s consumers 20%
My friends 14%
The brand itself 10%
Corporate website 7%
My parents 6%
Social network pages
4%
about the brand
Shop employee 2%
Advertising 2%
My partner 2%
Brand’s marketers 2%
Other source
Peer-2-peer communication between friends (14%) and consumers (20%)
A competitive brand are definitely credible sources when it comes to product information. Online pages
like blogs and fora (22%) are seen as more credible than social network pages
A journalist 0%
about the brand (4%). Brand pages and brand groups on Facebook and other
social networks, have clearly less impact on the consumer’s mind.
None of the above 5%
N = 251 / F = No USA Average cross studied countries
13. // MIRROR, MIRROR ON THE WALL
Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present
yourself differently in each of the following situations?
In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,
when being surrounded by their partner (66%), friends (65%) and parents (61%). At the same time, this means that 1 out of 3
Millennials can only be his/her true self when being alone!
A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.
SOMEONE ELSE
SOMEONE ELSE MYSELF
MYSELF
SE MYSELF
7% 13% 73% 66%
7% With partner 73%
12% 13% 71% 65%
% With my friends 71%
10% 16% 65% 61%
% With parents 65%
6% 12% 64% 61%
% At pharmacy 64%
9% 16% 60% 60%
60%
At medical check-up
16% 18% 57% 57%
57%
Online social network
10% 14% 57% 57%
57%
People with a lower status
17% 22% 54% 55%
At school/work 54%
18% 15% 51% 53%
At hairdresser 51%
23% 24% 50% 50%
50%
At (future) parents-in-law
25% 22% 48% 50%
At a party 48%
28% 24% 44% 47%
Flirting (not 44% partner)
own
23% 26% 44% 46%
With my boss / teacher
44%
30% 23% 42% 45%
When by the police
42%
32% 27% 38% 43%
People with a higher status
38%
34% 32% 34% 38%
Job application
34%
Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO
2N > 180Neutral
3 - / F = Only ifaverage / 2
applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest
14. // Hot takeaways
About 86% American Gen Yers believe they’re honest
and reliable though only 43% sees oneself as real and
authentic. Looking at authenticity and realness,
especially M&M’s (63%) and Apple’s Iphone (62%) are
doing a great job. Technology and sporting brands are
seen as more honest/reliable. Especially M&M’s (62%),
Apple (58%) and Converse Allstars (58%) drive this
image.
16. // 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%
17. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
More than 3 out of 4 UK Gen Yers believe they’re honest and reliable.
Though only 1 out of 3 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place
under the sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 249 / F = No UK Average cross studied countries
18. // AUTHENTIC & HONEST BRANDS
Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?
Authenticity & Realness Honesty & Reliability
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Diesel
Clothing A&F
Levi’s
H&M Technology,
T. Hilfiger
Zara
mobile and clothing
brands are seen as
Sports C. Allstars
more honest/reliable
Nike
Adidas and authentic/real.
Puma Especially, Levi’s
(53%), iPhone (53%)
Food & Drinks Bull
Coca-Cola
Red and Nintendo (52%)
M&M’s drive this image.
McDonald’s
Doritos
Mars Looking at authenticity
Pepsi and realness,
especially Apple
Technology Apple
Nintendo (62%), Levi’s (58%)
Sony and Nintendo (56%)
Microsoft
HP are doing a great job.
Dell
Both measures are a
Personal Care / Lynx
Axe
Gilette clear mirror image
Nivea
of each other, which is
Dove
L’Oreal not the case when Gen
Yers had to evaluate
Mobile iPhone
Samsung
themselves.
Sony Eric.
Nokia
70%
N = 249 / F = No UK Belgium Average cross studied countries
Average cross studied countiries
19. // THE 3 MOST CREDIBLE INFORMATION SOURCES
Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online pages about the brand
24%
(e.g. forum, blog, etc.)
My friends 18%
Brand’s consumers 13%
The brand itself 10%
My parents 6%
Corporate website 6%
None of the above 4%
My partner 3%
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
Advertising 3%
Shopping
Going to the 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...)
Other source 3%
A competitive brand 2%
Social network pages
about the brand
A journalist
Peer-2-peer communication between friends (18%) and consumers (13%)
are definitely credible sources when it comes to product information. Online pages
Shop employee 1% like blogs and fora (24%) are seen as more credible than social network pages
about the brand (2%). Brand pages and brand groups on Facebook and other
Brand’s marketers 1% social networks, have clearly less impact on the consumer’s mind.
UK Average cross studied countries
N = 249 / F = No
20. // MIRROR, MIRROR ON THE WALL
Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present
yourself differently in each of the following situations?
In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,
when being surrounded by their friends (62%), partner (61%) and parents (61%). A social status that breaths out power (e.g.
Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.
SOMEONE ELSE
SOMEONE ELSE MYSELF
SE MYSELF
With my friends 12% 7% 62%73%
7% 73%
With partner 12%
12% 71%
61%
% 71%
With parents 10%
14% 65%
61%
% 65%
At pharmacy 15% 6% 58%64%
% 64%
At medical check-up 15%9% 60%
55%
60%
People with a lower status 16%
18% 57%
54%
57%
Online social network 10%
17% 57%
53%
57%
At hairdresser 17%
16% 54%
50%
54%
At school/work 18%
20% 51%
48%
51%
When by the police 23%
20% 50%
48%
50%
At a party 25%
26% 48%
45%
48%
At (future) parents-in-law 28%
23% 44%
44%
44%
With my boss / teacher 23%
26% 44%
42%
44%
People with a higher status 30%
29% 42%
40%
42%
Flirting (not own partner) 32%
30% 38%
38%
38%
Job application 34%
32% 34%
38%
34%
Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO
2N > 185Neutral
3 - / F = Only ifaverage / 2
applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest
21. // Hot takeaways
About 80% UK Gen Yers believe they’re honest and
reliable though only 1 out of 4 sees oneself as real and
authentic. Looking at authenticity and realness,
especially Apple and Levi’s are doing a great job.
Technology, mobile and personal care brands are seen
as more honest/reliable and authentic/real. Sony Ericson
and L’Oreal are performing less within these product
categories.
23. // 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%
24. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
More than 3 out of 4 Dutch Gen Yers believe they’re honest and reliable.
Though only 1 out of 3 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place
under the sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 254 / F = No The Netherlands Average cross studied countries
25. // AUTHENTIC & HONEST BRANDS
Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?
Authenticity & Realness Honesty & Reliability
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Diesel
Clothing A&F
Levi’s
Technology,
H&M mobile and Food&
T. Hilfiger
Zara drinks brands are
seen as more
Sports C. Allstars
honest/reliable and
Nike
Adidas authentic/real.
Puma Especially Doritos
(59%) and iPhone
Food & Drinks Bull
Coca-Cola
Red (47%) and Nintendo
M&M’s (59%) drive this image.
McDonald’s
Doritos
Mars Looking at authenticity
Pepsi
and realness,
especially Apple
Technology Apple
Nintendo (57%), Coca-Cola
Sony
Microsoft
(52%) and Converse
HP Allstars (51%) are
Dell doing a great job.
Personal Care / Lynx
Axe
Gilette Both measures are a
Nivea
Dove
clear mirror image
L’Oreal of each other, which is
not the case when Gen
Mobile iPhone
Samsung
Yers had to evaluate
Sony Eric. themselves.
Nokia
70%
N = 254 / F = No The Netherlands
Belgium Average cross studied countries
Average cross studied countiries
26. // THE 3 MOST CREDIBLE INFORMATION SOURCES
Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?
50%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online pages about the brand
28%
40%
(e.g. forum, blog, etc.)
Brand’s consumers 18%
My friends 13%
30%
The brand itself 8%
Other source 5%
20%
Corporate website 4%
My parents 4%
10%
My partner 3%
Shop employee 3%
31%
28%
28%
27%
23%
22%
19%
18%
17%
15%
9%
9%
8%
8%
7%
0%
A competitive brand 2%
Shopping
Cooking
Chatting / telephoning
Surfing on the internet
Gaming (computer / console)
Going out (bar, disco...)
Watching television
Making music (DJ, instrument...)
Visit family
Hanging out with friends
Listening to music
Sporting / Exercising
Having sex
Checking my social networks
Reading (books, newspapers...)
A journalist 2%
Social network pages
about the brand
Peer-2-peer communication between friends (13%) and consumers (18%)
Advertising
are definitely credible sources when it comes to product information. Online pages
Brand’s marketers 1%
like blogs and fora (28%) are seen as more credible than social network pages
about the brand (1%). Brand pages and brand groups on Facebook and other
None of the above 6% social networks, have clearly less impact on the consumer’s mind.
N = 254 / F = No NETHERLANDS Average cross studied countries
27. // MIRROR, MIRROR ON THE WALL
Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present
yourself differently in each of the following situations?
In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,
when being surrounded by their partner (77%), friends (74%) and parents (74%). A social status that breaths out power (e.g.
Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.
SOMEONE ELSE
SOMEONE ELSE MYSELF
MYSELF
SE MYSELF
With partner 7%
3% 73%
77%
7% 73%
With my friends 12%
7% 71%
74%
% 71%
With parents 10%
8% 65%
74%
% 65%
At pharmacy 6%
7% 64%
72%
% 64%
At medical check-up 9%
6% 60%
70%
60%
Online social network 16%
8% 57%
66%
57%
People with a lower status 10%
10% 57%
64%
57%
At school/work 17%
10% 54%
63%
54%
At hairdresser 18%
11% 51%
62%
51%
With my boss / teacher 23%
12% 50%
61%
50%
At a party 25%
17% 48%
57%
48%
At (future) parents-in-law
28%
17% 44%
56%
When by the police 44%
23%
15% 44%
55%
44%
People with a higher status
30%
18% 42%
54%
42%
Flirting (not own partner)
32%
23% 38%
45%
Job application 38%
34%
32% 34%
38%
34%
Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO
2N > 175Neutral
3 - / F = Only ifaverage / 2
applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest
28. // Hot takeaways
About 80% Dutch Gen Yers believe they’re honest and
reliable though only 1 out of 4 sees oneself as real and
authentic. Looking at authenticity and realness,
especially Apple (48%), Converse Allstars (45%) and
Coca-Cola (43%) are doing a great job. Technology,
mobile and personal care brands are seen as more
honest/reliable and authentic/real.
30. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 261 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age Flanders 60%
Region
Walloon Regions 40%
Male 51%
Questionnaire Gender
Female 49%
• Survey of 20 minutes 15-18 35%
Age 19-21 27%
22-25 38%
I’m still studying 69%
No job, not looking for one 2%
No job, looking for on 4%
Professional Job, < 1 year working experience 7%
Situation Job, 1 year working experience 5%
Job, 2 years working experience 3%
Job, 3 years working experience 4%
Job, > 3 years working experience 6%
Single, no kids 67%
Single, kids 3%
Private situation
Partner, no kids 25%
Partner, kids 6%
31. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
More than 3 out of 4 Belgian Gen Yers believe they’re honest and reliable.
Though only a minority (21%) sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their
place under the sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 261 / F = No Belgium Average cross studied countries
32. // AUTHENTIC & HONEST BRANDS
Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?
Authenticity & Realness Honesty & Reliability
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Diesel
Clothing A&F
Levi’s Technology,
H&M
T. Hilfiger mobile and
Zara
personal care
brands are seen as
Sports C. Allstars
Nike more honest/reliable
Adidas
Puma
and authentic/real.
Especially Nivea (53%)
Food & Drinks Bull and Apple (50%) drive
Coca-Cola
Red
M&M’s
this image.
McDonald’s
Doritos Looking at authenticity
Mars
Pepsi and realness,
especially Apple
Technology Apple
Nintendo
(57%), Coca-Cola
Sony (52%) and Converse
Microsoft Allstars (51%) are
HP
Dell
doing a great job.
Personal Care / Lynx
Axe Both measures are a
Gilette
Nivea clear mirror image
Dove of each other, which is
L’Oreal
not the case when Gen
Yers had to evaluate
Mobile iPhone
Samsung themselves.
Sony Eric.
Nokia
N = 261 / F = No Belgium
Belgium Averagecross studied countiries
Average cross studied countries
33. // THE 3 MOST CREDIBLE INFORMATION SOURCES
Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online pages about the brand
18%
(e.g. forum, blog, etc.)
My friends 17%
Brand’s consumers 16%
Corporate website 9%
The brand itself 6%
My parents 5%
A journalist 4%
Brand’s marketers 4%
Shop employee 3%
Advertising 3%
My partner 2%
A competitive brand
Peer-2-peer communication between friends (17%) and consumers (16%)
Social network pages
about the brand are definitely credible sources when it comes to product information. Online pages
like blogs and fora (18%) are seen as more credible than social network pages
Other source 3%
about the brand (1%). Brand pages and brand groups on Facebook and other
social networks, have clearly less impact on the consumer’s mind.
None of the above 8%
Belgium Average cross studied countries
N = 261 / F = No
34. // MIRROR, MIRROR ON THE WALL
Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present
yourself differently in each of the following situations?
In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,
when being surrounded by their partner (73%), friends (71%) and parents (65%). At the same time, this means that 1 out of 4
Millennials can only be his/her true self when being alone!
A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.
SOMEONE ELSE
SOMEONE ELSE MYSELF
MYSELF
SE MYSELF
7% 73%
7% With partner 73% 7% 73%
12% 71%
% With my friends 71% 12% 71%
10% 65%
% With parents 65% 10% 65%
6% 64%
% At pharmacy 64% 6% 64%
9% 60%
At medical check-up
60% 9% 60%
16% 57%
At school/work 57% 16% 57%
10% 57%
At hairdresser 57% 10% 57%
17% 54%
Online social network
54% 17% 54%
18% 51%
People with a lower status
51% 18% 51%
23% 50%
At a party 50% 23% 50%
25% 48%
At (future) parents-in-law
48% 25% 48%
28% 44%
When by the police
44% 28% 44%
23% 44%
With my boss / teacher
44% 23% 44%
30% 42%
People with a higher status
42% 30% 42%
32% 38%
Job application
38% 32% 38%
34% 34%
Flirting (not own partner)
34% 34% 34%
Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO
2N > 180Neutral
3 - / F = Only ifaverage / 2
applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest
35. // Hot takeaways
About 80% Belgian Gen Yers believe they’re honest and
reliable though only 1 out of 5 sees oneself as real and
authentic. Looking at authenticity and realness,
especially Apple (57%), Coca-Cola (52%) and Converse
Allstars (51%) are doing a great job. Technology, mobile
and personal care brands are seen as more
honest/reliable and authentic/real. Especially Nivea
(53%) and Apple (50%) drive this image.
37. // 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%
38. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
4 out of 5 Swedish Gen Yers believe they’re honest and reliable.
Though only a 1 out of 4 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place
under the sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 257 / F = No Sweden Average cross studied countries