The truth and nothing but the truth (by Generation Y around the world)

// COUNTRIES INVOLVED IN THE GLOBAL REALNESS STUDY

STUDY in 16 COUNTRIES WORLDWIDE

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

http://www.howcoolbrandsstayhot.com/

THIS REPORT SHARES THE DETAILED RESULTS

FOR

- United States

- United Kingdom

- The Netherlands

- Sweden

- Spain

- Russia

- Romania

- Poland

- Italy

- India

- Germany

- France

- Denmark

- China

- Brazil

- Belgium

Joeri Van den Bergh Gen Y expert and author of ‘How Cool Brands Stay Hot’

[email protected]

@joeri_insites

www.linkedin.com/in/joerivandenbergh

+32 496 232 919

Hear the key take-aways first hand from author

Joeri Van den Bergh in a workshop or presentation.

More information on

www.howcoolbrandsstayhot.com/speech

http://www.howcoolbrandsstayhot.com/speech

//GLOBAL

Gen Y, a.k.a. the millennial generation, boys and

girls between 15-30, is increasingly entering the

job market. Since they are globally a bigger

cohort than their predecessors (Gen X), their

influence on society, politics and business the

next decades will be higher and comparable to

the influential Babyboomer generation.

But this new active generation feels that they are

not taken serious at this point. Not only by

politicians and the government but also by

corporations and brands.

// Hot takeaways

The big majority of Gen Yers across the globe believe

they’re honest and reliable, but not that many see

themselves as real and authentic. Millennials are clearly

in an identity struggle, finding their place under the sun.

Especially Belgian Yers lack self-confidence to see

themselves as such. Half of the Italians, Brazilians and

Americans believe they’re authentic and real. In their

identity search, Gen Yers are not always acting as we

would expect. They feel most at ease in their direct social

environment, surrounded by their partner, friends and

parents. At the same time, 1 out of 4 Millennials can only

be his/her true self when being alone!

Globally youngsters think Facebook pages of brands are

not credible Blogs, friends and brand users are more

credible

//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 • Survey of 20 minutes

Male 50%

Female 50%

15-18 38%

19-21 27%

22-25 35%

I’m still studying 54%

No job, not looking for one 4%

No job, looking for on 13%

Job, < 1 year working experience 9%

Job, 1 year working experience 6%

Job, 2 years working experience 5%


Job, > 3 years working experience 8%

Single, no kids 80%

Single, kids 3%

Partner, no kids 11%

Partner, kids 6%

Private situation

Professional

Situation

Age

Gender

http://www.talktochange.com/


Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...

// AUTHENTIC & HONEST Gen Yers

N = 251 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 4 out of 5 American Gen Yers believe they’re honest and reliable.

Though only 43% sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the

sun.

The USA Average cross studied countries


Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?

// AUTHENTIC & HONEST BRANDS

N = 251 / F = No

Authenticity & Realness Honesty & Reliability

Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology, and

Sports brands are

seen as more

honest/reliable.

Especially Apple (58%)

and Converse Allstars

(58%) drive this image.

Looking at authenticity

and realness,

especially Apple

(60%), Microsoft(60%)

and Nike (55%) are

doing a great job.

Both measures are a

clear mirror image of each other, which is

not the case when Gen

Yers had to evaluate

themselves.

U.S.A. Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)

Belgium Average cross studied countries

0% 20% 40% 60% 80% 100%20%40%60%80%100%


Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?

// THE 3 MOST CREDIBLE INFORMATION SOURCES

N = 251 / F = No

Peer-2-peer communication between friends (14%) and consumers (20%)

are definitely credible sources when it comes to product information. Online pages

like blogs and fora (22%) are seen as more credible than social network pages

about the brand (4%). Brand pages and brand groups on Facebook and other

social networks, have clearly less impact on the consumer’s mind.

22%

20%

14%

10%

7%

6%

4%

2%

2%

2%

2%

0%

5%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Online pages about the brand(e.g. forum, blog, etc.)

Brand’s consumers

My friends

The brand itself

Corporate website

My parents

Social network pagesabout the brand

Shop employee

Advertising

My partner

Brand’s marketers

Other source

A competitive brand

A journalist

None of the above

33%

33%

29%

26%

25%

18%

18%

16%

16%

13%

10%

9%

8%

7%

7%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing

on th

e in

tern

et

Han

gin

g o

ut w

ith fr

iends

Lis

ten

ing to

music

Watc

hin

g te

levis

ion

Gam

ing (com

pute

r / c

onsole

)

Havin

g s

ex

Read

ing (books

, new

spapers

...)

Sh

op

pin

g

Sp

ort

ing /

Exerc

isin

g

Han

gin

g o

ut,

doin

g n

oth

ing

Go

ing to

the c

inem

a

Ch

eckin

g m

y s

oci

al n

etw

ork

s

Co

okin

g

Ch

attin

g /

tele

phonin

g

Go

ing o

ut (

bar,

dis

co...)

USA Average cross studied countries


Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present

yourself differently in each of the following situations?

// MIRROR, MIRROR ON THE WALL

N > 180 / F = Only if applicable

With partner

With my friends

With parents

At pharmacy

At medical check-up

Online social network

People with a lower status

At school/work

At hairdresser

At (future) parents-in-law

At a party

Flirting (not own partner)

With my boss / teacher

When by the police

People with a higher status

Job application

In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,

when being surrounded by their partner (66%), friends (65%) and parents (61%). At the same time, this means that 1 out of 3

Millennials can only be his/her true self when being alone!

A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%

Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TOP 2 Rest

MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

13%

13%

16%

12%

16%

18%

14%

22%

15%

24%

22%

24%

26%

23%

27%

32%

66%

65%

61%

61%

60%

57%

57%

55%

53%

50%

50%

47%

46%

45%

43%

38%

MYSELFSOMEONE ELSE


// Hot takeaways

About 86% American Gen Yers believe they’re honest

and reliable though only 43% sees oneself as real and

authentic. Looking at authenticity and realness,

especially M&M’s (63%) and Apple’s Iphone (62%) are

doing a great job. Technology and sporting brands are

seen as more honest/reliable. Especially M&M’s (62%),

Apple (58%) and Converse Allstars (58%) drive this

image.

//UNITED

KINGDOM









Male 51%

Female 49%

15-18 37%

19-21 27%

22-25 36%









Single, no kids 76%

Single, kids 4%


Partner, kids 5%

Professional

Situation

Private situation

Age

Gender





N = 249 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 3 out of 4 UK Gen Yers believe they’re honest and reliable.

Though only 1 out of 3 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place

under the sun.

UK Average cross studied countries




N = 249 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,

mobile and clothing brands are seen as

more honest/reliable

and authentic/real.

Especially, Levi’s

(53%), iPhone (53%)

and Nintendo (52%)

drive this image.


and realness,

especially Apple

(62%), Levi’s (58%)

and Nintendo (56%)

are doing a great job.

Both measures are a




themselves.

UK Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 249 / F = No

24%

18%

13%

10%

6%

6%

4%

3%

3%

3%

2%

1%

1%

0% 5% 10% 15% 20% 25% 30% 35% 40%


My friends

Brand’s consumers

The brand itself

My parents

Corporate website

None of the above

My partner

Advertising

Other source

A competitive brand


A journalist

Shop employee

Brand’s marketers

34%

32%

27%

22%

20%

18%

17%

17%

15%

15%

14%

11%

9%

7%

7%

0%

10%

20%

30%

40%

50%

60%

70%

Su

rfin

g o

n the inte

rnet

Hangin

g o

ut w

ith friends

Lis

tenin

g to m

usic

Watc

hin

g tele

vis

ion

Sp

ort

ing / E

xerc

isin

g

Readin

g (

books, new

spapers

...)

Gam

ing (

com

pute

r / console

)

Sh

oppin

g

Havin

g s

ex

Checkin

g m

y s

ocia

l netw

ork

s

Goin

g o

ut (b

ar,

dis

co...)

Goin

g to the c

inem

a

Hangin

g o

ut, d

oin

g n

oth

ing

Vis

it fam

ily

Makin

g m

usic

(D

J, in

str

um

ent...)

UK Average cross studied countries











7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

12%

12%

14%

15%

15%

18%

17%

16%

20%

20%

26%

23%

26%

29%

30%

32%

62%

61%

61%

58%

55%

54%

53%

50%

48%

48%

45%

44%

42%

40%

38%

38%

MYSELFSOMEONE ELSE

With my friends

With partner

With parents

At pharmacy

At medical check-up



At hairdresser

At school/work

When by the police

At a party





Job application


when being surrounded by their friends (62%), partner (61%) and parents (61%). A social status that breaths out power (e.g.

Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.


// Hot takeaways

About 80% UK Gen Yers believe they’re honest and

reliable though only 1 out of 4 sees oneself as real and


especially Apple and Levi’s are doing a great job.

Technology, mobile and personal care brands are seen

as more honest/reliable and authentic/real. Sony Ericson

and L’Oreal are performing less within these product

categories.

//THE

NETHERLANDS









Male 51%

Female 49%

15-18 37%

19-21 27%

22-25 37%









Single, no kids 66%

Single, kids 3%


Partner, kids 3%

Age

Gender

Professional

Situation

Private situation





N = 254 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 3 out of 4 Dutch Gen Yers believe they’re honest and reliable.


under the sun.

The Netherlands Average cross studied countries




N = 254 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,

mobile and Food&

drinks brands are

seen as more

honest/reliable and

authentic/real.

Especially Doritos

(59%) and iPhone

(47%) and Nintendo



and realness,

especially Apple

(57%), Coca-Cola

(52%) and Converse

Allstars (51%) are

doing a great job.

Both measures are a




themselves.

The Netherlands Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 254 / F = No

31%

28%

28%

27%

23%

22%

19%

18%

17%

15%

9%

9%

8%

8%

7%

0%

10%

20%

30%

40%

50%

60%

70%

Hangin

g o

ut w

ith friends

Lis

tenin

g to m

usic

Watc

hin

g tele

vis

ion

Sp

ort

ing / E

xerc

isin

g

Su

rfin

g o

n the inte

rnet

Gam

ing (

com

pute

r / console

)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Readin

g (

books, new

spapers

...)

Sh

oppin

g

Makin

g m

usic

(D

J, in

str

um

ent...)

Checkin

g m

y s

ocia

l netw

ork

s

Cookin

g

Vis

it fam

ily

Chattin

g / t

ele

phonin

g

NETHERLANDS Average cross studied countries

28%

18%

13%

8%

5%

4%

4%

3%

3%

2%

2%

1%

6%

0% 5% 10% 15% 20% 25% 30% 35% 40%


Brand’s consumers

My friends

The brand itself

Other source

Corporate website

My parents

My partner

Shop employee

A competitive brand

A journalist


Advertising

Brand’s marketers

None of the above












when being surrounded by their partner (77%), friends (74%) and parents (74%). A social status that breaths out power (e.g.


7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

3%

7%

8%

7%

6%

8%

10%

10%

11%

12%

17%

17%

15%

18%

23%

32%

77%

74%

74%

72%

70%

66%

64%

63%

62%

61%

57%

56%

55%

54%

45%

38%

MYSELFSOMEONE ELSE

With partner

With my friends

With parents

At pharmacy

At medical check-up



At school/work

At hairdresser


At a party


When by the police



Job application


// Hot takeaways

About 80% Dutch Gen Yers believe they’re honest and



especially Apple (48%), Converse Allstars (45%) and

Coca-Cola (43%) are doing a great job. Technology,

mobile and personal care brands are seen as more

honest/reliable and authentic/real.

//BELGIUM









Flanders 60%

Walloon Regions 40%

Male 51%

Female 49%

15-18 35%

19-21 27%

22-25 38%









Single, no kids 67%

Single, kids 3%


Partner, kids 6%

Private situation

Professional

Situation

Age

Gender

Region





N = 261 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 3 out of 4 Belgian Gen Yers believe they’re honest and reliable.

Though only a minority (21%) sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their

place under the sun.



0% 20% 40% 60% 80% 100%20%40%60%80%100%



N = 261 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,

mobile and

personal care brands are seen as


and authentic/real.

Especially Nivea (53%)

and Apple (50%) drive

this image.


and realness,

especially Apple

(57%), Coca-Cola

(52%) and Converse

Allstars (51%) are

doing a great job.

Both measures are a




themselves.

Belgium Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)



18%

17%

16%

9%

6%

5%

4%

4%

3%

3%

2%

3%

8%

0% 5% 10% 15% 20% 25% 30% 35% 40%


My friends

Brand’s consumers

Corporate website

The brand itself

My parents

A journalist

Brand’s marketers

Shop employee

Advertising

My partner

A competitive brand


Other source

None of the above



N = 261 / F = No






32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)







7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%

MYSELFSOMEONE ELSE

With partner

With my friends

With parents

At pharmacy

At medical check-up

At school/work

At hairdresser



At a party


When by the police



Job application






7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE


// Hot takeaways

About 80% Belgian Gen Yers believe they’re honest and



especially Apple (57%), Coca-Cola (52%) and Converse

Allstars (51%) are doing a great job. Technology, mobile

and personal care brands are seen as more

honest/reliable and authentic/real. Especially Nivea

(53%) and Apple (50%) drive this image.

//SWEDEN









Male 51%

Female 49%

15-18 38%

19-21 26%

22-25 36%









Single, no kids 66%

Single, kids 2%


Partner, kids 6%

Professional

Situation

Private situation

Age

Gender





N = 257 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

4 out of 5 Swedish Gen Yers believe they’re honest and reliable.

Though only a 1 out of 4 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place

under the sun.

Sweden Average cross studied countries




N = 257 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology, sports

and Mobile brands

are seen as more

honest/reliable.

Especially Nintendo

(50%), Apple (49%)




and realness,

especially Apple

(51%), Nintendo(48%)


(44%) are doing a

great job.

Both measures are a




themselves.

Sweden Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 257 / F = No






22%

19%

11%

8%

6%

6%

5%

4%

3%

3%

3%

1%

7%

0% 5% 10% 15% 20% 25% 30% 35% 40%

My friends


Brand’s consumers

The brand itself

Shop employee

Other source

My parents

Advertising

Corporate website

My partner

Brand’s marketers


A journalist

A competitive brand

None of the above

38%

29%

27%

26%

24%

18%

18%

16%

13%

12%

11%

9%

9%

9%

7%

0%

10%

20%

30%

40%

50%

60%

70%

Han

gin

g o

ut w

ith fr

iends

Surf

ing

on th

e in

tern

et

Gam

ing (com

pute

r / c

onsole

)

Sp

ort

ing /

Exerc

isin

g

Lis

ten

ing to

music

Sh

op

pin

g

Havin

g s

ex

Watc

hin

g te

levis

ion

Go

ing o

ut (

bar,

dis

co...)

Read

ing (books

, new

spapers

...)

Takin

g c

are

/pla

ying

with m

y p

et(

s)

Han

gin

g o

ut,

doin

g n

oth

ing

Co

okin

g

Vis

it fa

mily

Ch

eckin

g m

y s

oci

al n

etw

ork

s

SWEDEN Average cross studied countries






With my friends

With partner

With parents

At medical check-up

At pharmacy


At hairdresser

At school/work


When by the police


At a party




Job application





7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

7%

7%

7%

6%

11%

11%

14%

14%

13%

17%

16%

17%

17%

22%

32%

72%

71%

70%

68%

65%

61%

60%

58%

57%

56%

55%

53%

53%

53%

42%

38%

MYSELFSOMEONE ELSE


// Hot takeaways

About 80% Swedish Gen Yers believe they’re honest and

reliable though only 28% sees oneself as real and


especially Apple (51%) Nintendo (48%) and Sony (47%)

are doing a great job. Technology and sporting brands

are seen as more honest/reliable and authentic/real.

//SPAIN









Male 51%

Female 49%

15-18 30%

19-21 27%

22-25 43%









Single, no kids 78%

Single, kids 0%


Partner, kids 4%

Gender

Age

Professional

Situation

Private situation





N = 249 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 4 out of 5 Spanish Gen Yers believe they’re honest and reliable.


under the sun.

Spain Average cross studied countries




N = 249 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,

mobile and

personal care brands are seen as

more honest/reliable.

Especially Iphone

(58%) and Apple (54%)

drive this image.


and realness,

especially Apple

(57%), Nintendo (55%)

and Iphone (52%) are

doing a great job.

Both measures are a




themselves.

Spain Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 249 / F = No






29%

15%

12%

7%

7%

7%

4%

4%

4%

3%

2%

1%

1%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand’s consumers


My friends

The brand itself

Corporate website

None of the above

Other source

My parents

Advertising


My partner

Shop employee

Brand’s marketers

A competitive brand

A journalist

37%

35%

28%

27%

22%

21%

20%

19%

14%

13%

10%

8%

8%

6%

4%

0%

10%

20%

30%

40%

50%

60%

70%

Han

gin

g o

ut w

ith fr

iends

Surf

ing

on th

e in

tern

et

Havin

g s

ex

Go

ing o

ut (

bar,

dis

co...)

Lis

ten

ing to

music

Sp

ort

ing /

Exerc

isin

g

Gam

ing (com

pute

r / c

onsole

)

Read

ing (books

, new

spapers

...)

Sh

op

pin

g

Watc

hin

g te

levis

ion

Go

ing to

the c

inem

a

Ch

attin

g /

tele

phonin

g

Ch

eckin

g m

y s

oci

al n

etw

ork

s

Go

ing to

a c

oncert

Co

okin

g

SPAIN Average cross studied countries






With partner

With my friends

With parents



At school/work

At hairdresser

At medical check-up

At pharmacy

At a party




When by the police


Job application





7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

9%

9%

15%

12%

13%

14%

11%

12%

14%

18%

21%

16%

24%

23%

22%

32%

73%

70%

62%

58%

56%

56%

55%

55%

53%

49%

48%

46%

42%

41%

41%

38%

MYSELFSOMEONE ELSE


// Hot takeaways

86% of Spanish Gen Yers believe they’re honest and



especially Apple (57%), Nintendo (55%) and Apple’s

Iphone (52%) are doing a great job. Technology and

mobile brands are seen as more authentic/real.

//RUSSIA









Male 50%

Female 50%

15-18 29%

19-21 27%

22-25 44%









Single, no kids 65%

Single, kids 1%


Partner, kids 11%

Gender

Age

Professional

Situation

Private situation





N = 254 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

3 out of 4 Russian Gen Yers believe they’re honest and reliable.


under the sun.

Russia Average cross studied countries




N = 254 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,

mobile and sports brands are seen as


and authentic/real.

Especially, Adidas

(68%), HP (70%) and

Nokia (78%) drive this

image of honest and

reliable.


and realness,

especially Adidas

(68%),Microsoft(69%)

and Nokia (79%) are

doing a great job.

Both measures are a




themselves.

Russia Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 254 / F = No

31%

28%

24%

23%

23%

20%

19%

19%

19%

17%

16%

9%

9%

7%

6%

0%

10%

20%

30%

40%

50%

60%

70%

Su

rfin

g o

n the in

tern

et

Havin

g s

ex

Readin

g (

books, new

spapers

...)

Gam

ing (

com

pute

r / console

)

Lis

tenin

g to m

usic

Sp

ort

ing / E

xerc

isin

g

Hangin

g o

ut w

ith frie

nds

Checkin

g m

y s

ocia

l netw

ork

s

Goin

g to the c

inem

a

Sh

oppin

g

Watc

hin

g tele

vis

ion

Goin

g o

ut (b

ar,

dis

co...)

Vis

it fam

ily

Ta

kin

g c

are

/pla

yin

g w

ith m

y p

et(

s)

Hangin

g o

ut, d

oin

g n

oth

ing

Russia Average cross studied countries

25%

16%

16%

15%

6%

5%

4%

2%

2%

1%

1%

1%

0% 5% 10% 15% 20% 25% 30% 35% 40%


The brand itself

My friends

Brand’s consumers

Corporate website

My parents


Shop employee

A competitive brand

Advertising

A journalist

Brand’s marketers

My partner

Other source

Online pages about the brand(25%) and the brand itself (16%) are seen as

most credible information sources. Closely followed by one’s friends(16%).







when being surrounded by their parents (71%), friends (69%) and partner (68%). A social status that breaths out power (e.g.


7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

9%

13%

9%

5%

11%

12%

13%

18%

24%

26%

26%

29%

33%

28%

32%

41%

71%

69%

68%

66%

62%

58%

55%

52%

52%

47%

46%

42%

42%

38%

38%

34%

MYSELFSOMEONE ELSE

With parents

With my friends

With partner

At pharmacy

At medical check-up

At hairdresser


At school/work




At a party


When by the police

Job application



// Hot takeaways

About 9 out of 10 Russian Gen Yers believe they’re

honest and reliable though only 35% sees oneself as real

and authentic. Looking at authenticity and realness,

especially Nokia (78%) and Apple’s Microsoft (69%) are

doing a great job. Technology & mobile brands are seen

as more honest/reliable and authentic/real.

//ROMANIA









Male 51%

Female 49%

15-18 37%

19-21 25%

22-25 38%









Single, no kids 75%

Single, kids 0%


Partner, kids 3%

Gender

Age

Professional

Situation

Private situation





N = 258 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 3 out of 4 Romanian Gen Yers believe they’re honest and reliable.

1 out of 3 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun.

Romania Average cross studied countries




N = 258 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology and

mobile brands are

seen as more

honest/reliable and

authentic/real.

Especially, Apple

(70%), Sony (70%) and

Nokia (73%) drive this

image of honest and

reliable.


and realness,

especially Apple

(79%), Microsoft (75%)

and Nokia (80%) are

doing a great job.

Both measures are a




themselves.

Romania Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 258 / F = No

43%

37%

32%

28%

26%

16%

15%

14%

13%

11%

8%

7%

7%

6%

6%

0%

10%

20%

30%

40%

50%

60%

70%

Su

rfin

g o

n the inte

rnet

Hangin

g o

ut w

ith friends

Lis

tenin

g to m

usic

Goin

g o

ut (b

ar,

dis

co...)

Readin

g (

books, new

spapers

...)

Watc

hin

g tele

vis

ion

Sp

ort

ing / E

xerc

isin

g

Havin

g s

ex

Checkin

g m

y s

ocia

l netw

ork

s

Gam

ing (

com

pute

r / console

)

Sh

oppin

g

Yo

uth

movem

en

t

Takin

g c

are

/pla

yin

g w

ith m

y p

et(

s)

Hangin

g o

ut, d

oin

g n

oth

ing

Goin

g to the c

inem

a

Romania Average cross studied countries

27%

20%

13%

12%

7%

4%

3%

3%

2%

2%

2%

3%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand’s consumers


The brand itself

My friends

Corporate website

My parents

Shop employee

Advertising


My partner

Brand’s marketers

A journalist

A competitive brand

Other source

First hand information by Brand’s consumers (27%), online pages (20%)

and the brand itself (13%) is seen as most credible information sources.

Journalists (0%) and competitive brands (0%) are not seen as credible at all.







when being surrounded by their partner (83%), friends (81%) and parents (76%). A social status that breaths out power (e.g.


7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

3%

5%

8%

5%

4%

10%

8%

6%

13%

13%

15%

15%

17%

19%

23%

32%

83%

81%

76%

76%

73%

71%

68%

67%

64%

63%

61%

59%

58%

56%

52%

38%

MYSELFSOMEONE ELSE

With partner

With my friends

With parents

At medical check-up

At pharmacy

At school/work


At hairdresser



When by the police

At a party




Job application


// Hot takeaways

Romanian Gen Y’ers are first in class when it comes to

believing they are honest & reliable. Not less than 95%

indicates they’re honest and reliable. Still only 35% sees

oneself as real and authentic. Looking at authenticity and

realness, especially Nokia (81%) and Apple’s Iphone

(77%) are doing a great job. Technology & mobile are

seen as more honest/reliable and authentic/real.

//POLAND









Male 51%

Female 49%

15-18 35%

19-21 29%

22-25 36%









Single, no kids 60%

Single, kids 1%


Partner, kids 6%

Gender

Age

Professional

Situation

Private situation





N = 253 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 3 out of 4 Polish Gen Yers believe they’re honest and reliable.


Poland Average cross studied countries




N = 253 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology and

mobile brands are

seen as more

honest/reliable and

authentic/real.

Especially, Nokia

(71%) and HP(60%)

drive this image of

.honest and reliable


and realness,

especially Sony (69%)

and Nokia (69%) are

doing a great job.

Both measures are a




themselves.

Poland Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 253 / F = No

27%

21%

19%

8%

6%

4%

3%

2%

2%

2%

1%

2%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand’s consumers

My friends


The brand itself


My partner

My parents

Shop employee

Corporate website

A journalist

A competitive brand

Brand’s marketers

Advertising

Other source

38%

34%

29%

26%

24%

20%

19%

17%

16%

13%

12%

11%

11%

6%

4%

0%

10%

20%

30%

40%

50%

60%

70%

Lis

tenin

g to m

usic

Su

rfin

g o

n the inte

rnet

Hangin

g o

ut w

ith friends

Readin

g (

books, new

spapers

...)

Havin

g s

ex

Gam

ing (

com

pute

r / console

)

Sp

ort

ing / E

xerc

isin

g

Watc

hin

g tele

vis

ion

Goin

g o

ut (b

ar,

dis

co...)

Checkin

g m

y s

ocia

l netw

ork

s

Hangin

g o

ut, d

oin

g n

oth

ing

Goin

g to the c

inem

a

Sh

oppin

g

Cookin

g

Goin

g to a

concert

Poland Average cross studied countries

Brand consumers (27%) and friends(21%) are seen as most credible

information sources by the Polish, thereafter Yers think that online brand

pages(19%) are most reliable.





N > 140/ F = Only if applicable


when being surrounded by their partner (76%) and friends (74%). A social status that breaths out power (e.g. Boss/teacher; higher

status, job application) is killing Gen Yers’ confidence to be oneself.

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

9%

12%

9%

17%

15%

20%

13%

17%

20%

13%

21%

25%

27%

28%

24%

32%

76%

74%

64%

63%

59%

58%

57%

57%

56%

55%

50%

47%

44%

42%

39%

38%

MYSELFSOMEONE ELSE

With partner

With my friends

At pharmacy

With parents


At school/work

At medical check-up


At a party

At hairdresser




When by the police


Job application


// Hot takeaways

About 80% Polish Gen Yers believe they’re honest and



especially Nokia (71%) and Nivea (68%) are doing a

great job. Technology & mobile brands are seen as more

honest/reliable and authentic/real.

//ITALY









Male 51%

Female 49%

15-18 33%

19-21 27%

22-25 40%









Single, no kids 69%

Single, kids 2%


Partner, kids 4%

Gender

Age

Professional

Situation

Private situation





N = 252 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

Almost 9 out of 10 Italian Gen Yers believe they’re honest and reliable.


Italy Average cross studied countries




N = 252 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,

Clothing and sports brands are seen as


Especially Sony (58%),

Adidas (55%) and

Levi’s (54%) drive this

image.


and realness,

especially Apple

(57%), Sony (55%) and

Levi’s (52%) are doing

a great job.

Both measures are a




themselves.

Italy Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 252 / F = No






32%

31%

30%

28%

23%

22%

19%

18%

16%

15%

13%

9%

7%

7%

6%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing

on th

e in

tern

et

Han

gin

g o

ut w

ith fr

iends

Read

ing (books

, new

spapers

...)

Lis

ten

ing to

music

Havin

g s

ex

Sp

ort

ing /

Exerc

isin

g

Sh

op

pin

g

Gam

ing (com

pute

r / c

onsole

)

Go

ing to

the c

inem

a

Watc

hin

g te

levis

ion

Go

ing o

ut (

bar,

dis

co...)

Ch

eckin

g m

y s

oci

al n

etw

ork

s

Co

okin

g

Makin

g m

usic

(D

J, i

nst

rum

ent..

.)

Ch

attin

g /

tele

phonin

g

ITALY Average cross studied countries

33%

20%

10%

8%

6%

5%

4%

3%

2%

2%

2%

1%

1%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand’s consumers


My friends

The brand itself

Corporate website

Advertising

Shop employee

A competitive brand

None of the above

My parents


My partner

A journalist

Other source

Brand’s marketers






With my friends

With partner

With parents

At pharmacy

At medical check-up


At hairdresser


At school/work

When by the police

At a party





Job application





7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

9%

13%

9%

8%

13%

13%

13%

15%

17%

20%

18%

22%

19%

25%

32%

76%

70%

66%

65%

65%

62%

62%

60%

59%

55%

52%

51%

51%

50%

46%

38%

MYSELFSOMEONE ELSE


// Hot takeaways

About 90% Italian Gen Yers believe they’re honest and

reliable and 52% sees oneself as real and authentic.

Therefor Italian Gen Y’ers are first in class when it comes

to realness. Looking at authenticity and realness,

especially Nokia (60%) Apple (57%) and Apple’s Iphone

(55%) are doing a great job. Technology & mobile brands

are seen as more honest/reliable and authentic/real.

//INDIA









Male 50%

Female 50%

15-18 38%

19-21 27%

22-25 34%









Single, no kids 90%

Single, kids 1%

Partner, no kids 7%

Partner, kids 2%

Gender

Age

Professional

Situation

Private situation





N = 249 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

3 out of 4 Indian Gen Yers believe they’re honest and reliable.


under the sun.

India Average cross studied countries




N = 249 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,



and authentic/real.

Especially, Apple

(76%), Nokia (80%)

and T.Hilfiger (72%)

drive this image of

honest and reliable


and realness,

especially Nike (76%),

Apple (76%) and

iPhone (63%) are

doing a great job.

Both measures are a




themselves.

India Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 249 / F = No

51%

33%

27%

26%

24%

20%

18%

16%

13%

12%

9%

6%

5%

5%

4%

0%

10%

20%

30%

40%

50%

60%

70%

Su

rfin

g o

n the in

tern

et

Lis

tenin

g to m

usic

Watc

hin

g tele

vis

ion

Readin

g (

books, new

spapers

...)

Chattin

g / t

ele

phonin

g

Hangin

g o

ut w

ith frie

nds

Sh

oppin

g

Checkin

g m

y s

ocia

l netw

ork

s

Goin

g to the c

inem

a

Sp

ort

ing / E

xerc

isin

g

Gam

ing (

com

pute

r / console

)

Havin

g s

ex

Yo

uth

movem

en

t

Hangin

g o

ut, d

oin

g n

oth

ing

Cookin

g

India Average cross studied countries

15%

14%

13%

12%

10%

9%

7%

5%

5%

2%

2%

0%

0% 5% 10% 15% 20% 25% 30% 35% 40%

The brand itself

Brand’s consumers


My friends

Advertising

My parents

A competitive brand


Corporate website

Brand’s marketers

Shop employee

A journalist

My partner

Other source

First hand information is most credible for Yers from India, the brand (15%),

brand’s consumers (14%) and online pages about the brand (13%) are

seen as most credible information sources.





N > 210/ F = Only if applicable


when being surrounded by their parents (51%), partner (50%) and friends (47%). A social status that breaths out power (e.g.


7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

22%

20%

25%

18%

22%

28%

25%

28%

26%

32%

29%

32%

32%

28%

31%

33%

51%

50%

47%

47%

43%

42%

41%

40%

39%

38%

38%

38%

35%

34%

32%

27%

MYSELFSOMEONE ELSE

With parents

With partner

With my friends

At medical check-up


At school/work

At pharmacy


At hairdresser



Job application

When by the police


At a party



// Hot takeaways

76% of Indian Gen Yers believe they’re honest and



especially Apple (75%), Nike (74%) and Sony (74%) are

doing a great job. Technology, mobile and sporting

brands are seen as more honest/reliable and

authentic/real.

//GERMANY









Male 51%

Female 49%

15-18 36%

19-21 27%

22-25 37%









Single, no kids 63%

Single, kids 1%


Partner, kids 1%

Private situation

Professional

Situation

Age

Gender





N = 256 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

4 out of 5 German Gen Yers believe they’re honest and reliable.

Though only 1 out of 3 (34%) sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their


Germany Average cross studied countries




N = 256 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology, sports

and personal care brands are seen as


Especially Dove (50%)

and Dell (49%) drive

this image.


and realness,

especially Nivea

(51%), Dove (50%)


(45%) are doing a

great job.

Both measures are a




themselves.

Germany Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%


24%

19%

15%

6%

6%

5%

5%

4%

4%

3%

3%

2%

2%

1%

1%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand’s consumers


My friends

My parents

The brand itself

My partner

None of the above

Corporate website

Advertising

Shop employee

A journalist

Other source


A competitive brand

Brand’s marketers



N = 256 / F = No






33%

30%

29%

24%

20%

19%

18%

17%

14%

14%

10%

9%

9%

8%

8%

0%

10%

20%

30%

40%

50%

60%

70%

Han

gin

g o

ut w

ith fr

iends

Surf

ing

on th

e in

tern

et

Lis

ten

ing to

music

Read

ing (books

, new

spapers

...)

Havin

g s

ex

Go

ing o

ut (

bar,

dis

co...)

Sp

ort

ing /

Exerc

isin

g

Watc

hin

g te

levis

ion

Gam

ing (com

pute

r / c

onsole

)

Go

ing to

the c

inem

a

Ch

eckin

g m

y s

oci

al n

etw

ork

s

Vis

it fa

mily

Co

okin

g

Takin

g c

are

/pla

ying

with m

y p

et(

s)

Ch

attin

g /

tele

phonin

g

GERMANY Average cross studied countries






With my friends

With partner

With parents

At pharmacy



At school/work

At medical check-up

At hairdresser

At a party


Job application

When by the police








7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

11%

11%

15%

13%

17%

20%

22%

18%

18%

22%

23%

32%

31%

30%

34%

40%

70%

70%

64%

53%

52%

52%

50%

49%

48%

43%

41%

38%

36%

32%

31%

30%

MYSELFSOMEONE ELSE


// Hot takeaways

About 75% German Gen Yers believe they’re honest and



especially H&M, Converse Allstars, Nike and the

personal care brands Nivea and Dove are doing a great

job.

//FRANCE









Male 51%

Female 49%

15-18 37%

19-21 27%

22-25 36%









Single, no kids 72%

Single, kids 2%


Partner, kids 4%

Private situation

Professional

Situation

Age

Gender





N = 251 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

9 out of 10 French Gen Yers believe they’re honest and reliable.

Though only 1 out of 4 (27%) sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their


France Average cross studied countries




N = 251 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology and

Clothing brands are

seen as more

honest/reliable.

Especially Apple

(58%), Sony (58%) and

Levi’s (60%) drive this

image.


and realness,

especially Coca-Cola

(57%), Levi’s (55%)


(54%) are doing a

great job.

Both measures are




themselves.

France Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 251 / F = No






20%

18%

12%

11%

7%

5%

4%

4%

4%

3%

2%

1%

5%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand’s consumers


My friends

Corporate website

The brand itself

Shop employee

My parents

Brand’s marketers

Other source

A competitive brand

Advertising

A journalist

My partner


None of the above

40%

28%

25%

25%

20%

18%

17%

16%

16%

14%

12%

10%

10%

10%

8%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing

on th

e in

tern

et

Han

gin

g o

ut w

ith fr

iends

Lis

ten

ing to

music

Watc

hin

g te

levis

ion

Havin

g s

ex

Go

ing to

the c

inem

a

Gam

ing (com

pute

r / c

onsole

)

Sp

ort

ing /

Exerc

isin

g

Sh

op

pin

g

Read

ing (books

, new

spapers

...)

Go

ing o

ut (

bar,

dis

co...)

Co

okin

g

Ch

eckin

g m

y s

oci

al n

etw

ork

s

Han

gin

g o

ut,

doin

g n

oth

ing

Vis

it fa

mily

FRANCE Average cross studied countries






With partner

With my friends

With parents

At pharmacy

At hairdresser

At medical check-up


At school/work



At a party

When by the police



Job application






7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

11%

7%

11%

9%

13%

14%

14%

14%

21%

15%

22%

22%

32%

25%

65%

63%

62%

61%

60%

57%

57%

51%

50%

49%

48%

46%

42%

41%

38%

35%

MYSELFSOMEONE ELSE


// Hot takeaways

About 80% French Gen Yers believe they’re honest and


authentic. Looking at authenticity and realness, Coca-

Cola, Converse Allstars, Levi’s, Nintendo and Nivea are

leading in their category.

Yers themselves will pretend to be someone else in a

professional context, being in the same room of their

boss (22%) and when applying for a job (32%).

//DENMARK









Male 51%

Female 49%

15-18 36%

19-21 26%

22-25 38%









Single, no kids 67%

Single, kids 1%


Partner, kids 5%

Gender

Age

Professional

Situation

Private situation





N = 262 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

4 out of 5 Danish Gen Yers believe they’re honest and reliable.


under the sun.

Denmark Average cross studied countries




N = 262 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,

mobile and Sports brands are seen as


Especially Apple (45%)




and realness,

especially Apple

(47%), Converse

Allstars (46%) and

Iphone (42%) are

doing a great job.

Both measures are a




themselves.

Denmark Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 262 / F = No






38%

30%

25%

22%

20%

20%

20%

15%

14%

13%

12%

10%

9%

8%

8%

0%

10%

20%

30%

40%

50%

60%

70%

Han

gin

g o

ut w

ith fr

iends

Sp

ort

ing /

Exerc

isin

g

Watc

hin

g te

levis

ion

Havin

g s

ex

Surf

ing

on th

e in

tern

et

Lis

ten

ing to

music

Gam

ing (com

pute

r / c

onsole

)

Vis

it fa

mily

Sh

op

pin

g

Go

ing o

ut (

bar,

dis

co...)

Ch

eckin

g m

y s

oci

al n

etw

ork

s

Read

ing (books

, new

spapers

...)

Han

gin

g o

ut,

doin

g n

oth

ing

Go

ing to

the c

inem

a

Co

okin

g

DENMARK Average cross studied countries

24%

17%

16%

7%

6%

6%

6%

4%

3%

3%

3%

2%

1%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand’s consumers


My friends

None of the above

The brand itself

Corporate website

My parents

Other source

Advertising

Shop employee

My partner


A journalist

Brand’s marketers

A competitive brand






With partner

With my friends

With parents

At medical check-up

At pharmacy

At school/work



At hairdresser


At a party

When by the police




Job application





7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

9%

9%

8%

11%

11%

14%

13%

17%

16%

15%

19%

15%

17%

19%

20%

32%

69%

68%

67%

56%

56%

56%

55%

55%

52%

49%

49%

47%

46%

45%

44%

38%

MYSELFSOMEONE ELSE


// Hot takeaways

About 75% Danish Gen Yers believe they’re honest and



especially Apple (47%), Converse Allstars (46%) and

Apple’s Iphone (42%) are doing a great job. Technology,

mobile and personal care brands are seen as more

honest/reliable and authentic/real. Especially Apple

(45%) and Converse Allstars (42%) drive this image.

//CHINA









Male 50%

Female 50%

15-18 33%

19-21 27%

22-25 40%









Single, no kids 82%

Single, kids 0%


Partner, kids 5%

Gender

Age

Professional

Situation

Private situation





N = 261 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 3 out of 4 Chinese Gen Yers believe they’re honest and reliable.


under the sun.

China Average cross studied countries




N = 261 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,



and authentic/real.

Especially, Nokia

(69%), Microsoft (69%)

and T.Hilfiger (69%)

drive this image.


and realness,

especially Zara (66%),

Microsoft (68%) and

Nokia (66%) are doing

a great job.

Both measures are a




themselves.

China Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 261 / F = No

26%

21%

14%

7%

6%

5%

5%

4%

4%

3%

2%

0%

0% 5% 10% 15% 20% 25% 30% 35% 40%

The brand itself

Brand’s consumers

My friends


Advertising

Brand’s marketers

My parents


A competitive brand

A journalist

My partner

Corporate website

Shop employee

Other source

Chinese rely mostly on first hand information, the brand (26%) and brand’s

consumers (21%) are seen as the most reliable information sources. Shop

employees or the corporate website are less impactful.

63%

29%

26%

24%

22%

19%

18%

16%

14%

10%

9%

7%

7%

6%

5%

0%

10%

20%

30%

40%

50%

60%

70%

Su

rfin

g o

n the inte

rnet

Readin

g (

books, new

spapers

...)

Lis

tenin

g to m

usic

Gam

ing (

com

pute

r / console

)

Hangin

g o

ut w

ith friends

Sh

oppin

g

Goin

g to the c

inem

a

Sp

ort

ing / E

xerc

isin

g

Watc

hin

g tele

vis

ion

Checkin

g m

y s

ocia

l netw

ork

s

Goin

g o

ut (b

ar,

dis

co...)

Cookin

g

Follo

win

g a

cours

e (

art

, photo

gra

phy...)

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / t

ele

phonin

g

China Average cross studied countries







when being surrounded by their friends (63%), parents (61%) and partner (60%). A social status that breaths out power (e.g.


7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

14%

16%

16%

15%

16%

21%

19%

32%

27%

36%

32%

30%

34%

37%

42%

38%

63%

61%

60%

47%

47%

45%

40%

38%

37%

34%

32%

31%

29%

29%

24%

22%

MYSELFSOMEONE ELSE

With my friends

With parents

With partner

At pharmacy

At medical check-up

At hairdresser


Job application

At school/work



When by the police

At a party





// Hot takeaways

About 80% Chinese Gen Yers believe they’re honest and



especially Microsoft (68%), Nokia (66%) and Zara (66%)

are doing a great job. Technology, mobile and clothing

brands are seen as more honest/reliable and

authentic/real. Especially Nokia (69%), Microsoft (69%)

and Tommy Hilfiger (69%) drive this image.

//BRASIL









Male 50%

Female 50%

15-18 36%

19-21 27%

22-25 37%









Single, no kids 85%

Single, kids 2%

Partner, no kids 9%

Partner, kids 5%

Gender

Age

Professional

Situation

Private situation





N = 254 / F = No

100%

75%

50%

25%

100%

75%

50%

25%

More than 3 out of 4 Brazilian Gen Yers believe they’re honest and reliable.


under the sun.

Brazil Average cross studied countries




N = 254 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

Diesel

A&F

Levi’s

H&M

T. Hilfiger

Zara

C. Allstars

Nike

Adidas

Puma

Coca-Cola

Red Bull

M&M’s

McDonald’s

Doritos

Mars

Pepsi

Apple

Nintendo

Sony

Microsoft

HP

Dell

Axe / Lynx

Gilette

Nivea

Dove

L’Oreal

iPhone

Samsung

Sony Eric.

Nokia

Technology,

mobile and sports brands are seen as


and authentic/real.

Especially, Adidas

(72%), Nokia (72%)

and HP (73%) drive

this image of Honest

and Reliable.


and realness,

especially Apple (76%)

and Doritos (69%) are

doing a great job.

Both measures are a




themselves.

Brazil Average cross studied countiries

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

6%

5%

4%

3%

2%

2%

0%

10%

20%

30%

40%

50%

60%

70%

Surf

ing o

n th

e in

tern

et

Watc

hin

g te

levis

ion

Hangin

g o

ut w

ith f

riends

Lis

tenin

g to

music

Shoppin

g

Sport

ing /

Exerc

isin

g

Pla

yin

g g

am

es o

n a

com

pute

r or

console

Readin

g (

books

, new

spapers

...)

Goin

g o

ut (b

ar,

dis

co...)

Havin

g s

ex

Updatin

g/c

hecki

ng m

y s

ocia

l netw

ork

s

Cooki

ng

Goin

g to

the c

inem

a

Taki

ng c

are

/pla

yin

g w

ith m

y p

et(

s)

Maki

ng m

usic

(D

J, in

str

um

ent...)

Vis

it fa

mily

Youth

movem

ent

Hangin

g o

ut, d

oin

g n

oth

ing

Chattin

g / tele

phonin

g

Goin

g to

a c

oncert

Follo

win

g a

cours

e (art

, photo

gra

phy...)


0% 20% 40% 60% 80% 100%20%40%60%80%100%




N = 254 / F = No

46%

33%

29%

24%

21%

18%

18%

16%

14%

14%

12%

10%

8%

6%

5%

0%

10%

20%

30%

40%

50%

60%

70%

Su

rfin

g o

n the in

tern

et

Hangin

g o

ut w

ith friends

Lis

tenin

g to m

usic

Havin

g s

ex

Readin

g (

books, new

spapers

...)

Watc

hin

g tele

vis

ion

Goin

g to the c

inem

a

Gam

ing (

com

pute

r / console

)

Sp

ort

ing / E

xerc

isin

g

Checkin

g m

y s

ocia

l netw

ork

s

Goin

g o

ut (b

ar,

dis

co...)

Sh

oppin

g

Hangin

g o

ut, d

oin

g n

oth

ing

Goin

g to a

concert

Ta

kin

g c

are

/pla

yin

g w

ith m

y p

et(

s)

Brazil Average cross studied countries

30%

19%

13%

11%

7%

5%

4%

4%

2%

1%

1%

2%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Brand’s consumers


My friends

The brand itself


My parents

Advertising

Corporate website

Shop employee

A journalist

My partner

Brand’s marketers

A competitive brand

Other source

Most credible sources of information come directly from the users of the

product, brand’s consumers (30%) and online pages about the brand

(19%). Marketeers (1%) and competitive brands (1%) have clearly less

impact.







when being surrounded by their friends (76%)and partner (75%). A social status that breaths out power (e.g. Boss/teacher; higher

status, job application) is killing Gen Yers’ confidence to be oneself.

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

7%

12%

10%

6%

9%

16%

10%

17%

18%

23%

25%

28%

23%

30%

32%

34%

73%

71%

65%

64%

60%

57%

57%

54%

51%

50%

48%

44%

44%

42%

38%

34%


MYSELFSOMEONE ELSE

5%

7%

8%

7%

13%

6%

10%

7%

17%

12%

11%

13%

16%

18%

19%

32%

76%

75%

71%

69%

69%

66%

66%

65%

64%

64%

63%

61%

58%

58%

55%

38%

MYSELFSOMEONE ELSE

With my friends

With partner

At medical check-up

At pharmacy

With parents

At hairdresser

At school/work



When by the police



At a party



Job application


// Hot takeaways

3 out of 4 Brazilian Gen Yers believe they’re honest and

reliable though only 1/3 sees oneself as real and


especially Apple (76%) and Doritos (69%) are doing a

great job. Technology, mobile and Sports brands are

seen as more honest/reliable and authentic/real.

Especially Adidas (72%) and Nokia (72%) drive this

image. Brazilian Gen Yers give high importance to the

opinion of brand’s consumers as an information source

for a certain brand / product.

End of 2012, the American Marketing Association Foundation

(AMAF) announced ‘How Cool Brands Stay Hot: Branding to

Generation Y’ as the winner of the 2012 Berry-AMA Book

Prize for the best book in marketing. This award recognizes

books whose innovative ideas have had significant impact on

marketing and related fields and set the standard for

excellence. Next to that, the book won the ‘Marketing Book of

The Year’ award in 2011.. A professional and international jury

nominated it as one of the 10 best books of 2011. Afterwards

2,153 marketers from 85 countries voted ‘How Cool Brands

Stay Hot’ as best marketing book of the past year. More info

on these awards on:

http://www.howcoolbrandsstayhot.com/awards



http://www.howcoolbrandsstayhot.com/book

Second edition - Out March 2013


http://www.howcoolbrandsstayhot.com/book

Meet Joeri Van den Bergh: watch an intro movie Test your Gen Y knowledge: do the interactive YouTube quiz

http://www.youtube.com/HowCoolBrandsStayHot

http://www.youtube.com/watch?v=WJwn-Au2smA

http://www.youtube.com/watch?v=cjNFgN3Ix_k





http://www.youtube.com/howcoolbrandsstayhot

http://www.youtube.com/howcoolbrandsstayhot

Joeri Van den Bergh Gen Y expert and author of ‘How Cool Brands Stay Hot’

[email protected]

@joeri_insites

www.linkedin.com/in/joerivandenbergh

+32 496 232 919

Hear the key take-aways first hand from author

Joeri Van den Bergh in a workshop or presentation.

More information on

www.howcoolbrandsstayhot.com/speech

mailto: [email protected]

http://www.twitter.com/joeri_insites

http://www.howcoolbrandsstayhot.com/speech

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Documents

The truth and nothing but the truth (by Generation Y around the world)