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.
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%