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@Joeri_InSites	
     @Pieterdvuyst	
  
// 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.
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!
THIS REPORT SHARES THE DETAILED RESULTS
FOR


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

But this new active generation feels that they are
not taken serious at this point. Not only by
politicians and the government but also by
corporations and brands.
// Hot takeaways
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!
//UNITED
STATES
// BE AWARE OF THE BORING STUFF ON THIS SLIDE

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


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

 Questionnaire                                        Gender
                                                                    Male                                50%
                                                                    Female                              50%
 •  Survey of 20 minutes                                            15-18                               38%
                                                         Age        19-21                               27%
                                                                    22-25                               35%
                                                                    I’m still studying                  54%
                                                                    No job, not looking for one          4%
                                                                    No job, looking for on              13%
                                                   Professional Job, < 1 year working experience         9%
                                                      Situation     Job, 1 year working experience       6%
                                                                    Job, 2 years working experience      5%
                                                                    Job, 3 years working experience      2%
                                                                    Job, > 3 years working experience    8%
                                                                    Single, no kids                     80%
                                                                    Single, kids                         3%
                                                  Private situation
                                                                    Partner, no kids                    11%
                                                                    Partner, kids                        6%
// 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
//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
// 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
// …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
//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
// 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.
//UNITED
KINGDOM
// BE AWARE OF THE BORING STUFF ON THIS SLIDE

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


 Sample Size
 •  N = 249 respondents
 •  Screening: 15 – 25 years old
 •  Quota representative on region, gender, age
                                                                    Male                                51%
                                                      Gender
 Questionnaire                                                      Female                              49%
 •  Survey of 20 minutes                                 Age
                                                                    15-18
                                                                    19-21
                                                                                                        37%
                                                                                                        27%
                                                                    22-25                               36%
                                                                    I’m still studying                  53%
                                                                    No job, not looking for one          3%
                                                                    No job, looking for on              10%
                                                   Professional Job, < 1 year working experience        11%
                                                      Situation     Job, 1 year working experience       6%
                                                                    Job, 2 years working experience      4%
                                                                    Job, 3 years working experience      3%
                                                                    Job, > 3 years working experience    9%
                                                                    Single, no kids                     76%
                                                                    Single, kids                         4%
                                                  Private situation
                                                                    Partner, no kids                    15%
                                                                    Partner, kids                        5%
// 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
//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
// 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
// …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
//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
// 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.
//THE
NETHERLANDS
// BE AWARE OF THE BORING STUFF ON THIS SLIDE

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


 Sample Size
 •  N = 254 respondents
 •  Screening: 15 – 25 years old
 •  Quota representative on region, gender, age
                                                                    Male                                51%
                                                      Gender
                                                                    Female                              49%
 Questionnaire                                                      15-18                               37%
 •  Survey of 20 minutes                                 Age        19-21                               27%
                                                                    22-25                               37%
                                                                    I’m still studying                  70%
                                                                    No job, not looking for one          2%
                                                                    No job, looking for on               4%
                                                   Professional Job, < 1 year working experience         6%
                                                      Situation     Job, 1 year working experience       5%
                                                                    Job, 2 years working experience      2%
                                                                    Job, 3 years working experience      4%
                                                                    Job, > 3 years working experience    8%
                                                                    Single, no kids                     66%
                                                                    Single, kids                         3%
                                                  Private situation
                                                                    Partner, no kids                    28%
                                                                    Partner, kids                        3%
// 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
//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
// 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
// …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
//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
// 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.
//BELGIUM
// 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%
// 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
//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
// 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
// …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%
//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
// 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.
//SWEDEN
// BE AWARE OF THE BORING STUFF ON THIS SLIDE

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


 Sample Size
 •  N = 257 respondents
 •  Screening: 15 – 25 years old
 •  Quota representative on region, gender, age                     Male                                51%
                                                      Gender
                                                                    Female                              49%
                                                                    15-18                               38%
 Questionnaire                                           Age        19-21                               26%
 •  Survey of 20 minutes                                            22-25                               36%
                                                                    I’m still studying                  57%
                                                                    No job, not looking for one          4%
                                                                    No job, looking for on              12%
                                                   Professional Job, < 1 year working experience         8%
                                                      Situation     Job, 1 year working experience       6%
                                                                    Job, 2 years working experience      1%
                                                                    Job, 3 years working experience      4%
                                                                    Job, > 3 years working experience    9%
                                                                    Single, no kids                     66%
                                                                    Single, kids                         2%
                                                  Private situation
                                                                    Partner, no kids                    27%
                                                                    Partner, kids                        6%
// 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
//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
// 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
// …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%
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)
Cool today, Gone tomorrow? (by Generation Y around the world)

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Cool today, Gone tomorrow? (by Generation Y around the world)

  • 1. @Joeri_InSites   @Pieterdvuyst  
  • 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%