cool today, gone tomorrow? (by generation y around the world)

@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! [email protected] But above all, start listening to Generation Y!

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

//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 •  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 2%Job, > 3 years working experience 8%Single, no kids 80%Single, kids 3%Partner, no kids 11%Partner, kids 6%

Private situation

ProfessionalSituation

Age

Gender

Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers

100%

75%

50%

25%

N = 251 / F = No

43% of the American Y’rs think they’re cool!

USA Average cross studied countries

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?

N = 251 / F = No

//COOLEST PLACES ON EARTH

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.

33%

33%

29%

26%

25%

18%

18%

16%

16%

13%

10%

9% 8% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Wat

chin

g tel

evis

ion

Gam

ing

(com

pute

r / c

onso

le)

Hav

ing

sex

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Shop

ping

Spor

ting

/ Exe

rcis

ing

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

the

cine

ma

Che

ckin

g my

soci

al n

etwo

rks

Coo

king

Cha

tting

/ tel

epho

ning

Goi

ng o

ut (b

ar, d

isco

...)


49%

33%

32%

32%

26%

15%

14%

11%

10%

10%

0% 20% 40% 60%

New York

London

Tokyo

Paris

Los Angeles

San Francisco

Amsterdam

Barcelona

Sydney

Milan

31° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

16°

16°

1°

0° Angela Merkel

0°

Barack Obama

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?

N = 251 / F = No

// THE (UN)COOLEST PEOPLE ON EARTH

The degrees (°) represent the % of people that find that person ‘cool’ Details for all famous people questioned can be found on the next page

Lady Gaga

Richard Gere

Richard Branson


N = 251 / F = No

// …AND THE REST

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.

31%

16%

16%

14%

14%

14%

13%

13%

12%

12%

8%

7%

6%

6%

6%

6%

0% 10% 20% 30% 40% 50%

Johnny Depp

Barack Obama

Lady Gaga

Sandra Bullock

Bill Gates

Jessica Alba

Angelina Jolie

Leonardo DiCaprio

Oprah Winfrey

Brad Pitt

George Clooney

Steve Jobs

David Beckham

Nelson Mandela

Pink

Lance Armstrong

0% 10% 20% 30% 40% 50%

Bono

Mark Zuckerberg

Tiger Woods

Cristiano Ronaldo

The Pope

George W. Bush

Madonna

Serena Williams

Demi Moore

Paris Hilton

Kate Moss

Nicolas Sarkozy

Herman Van Rompuy

Richard Gere

Richard Branson

Angela Merkel

33%

33%

29%

26%

25%

18%

18%

16%

16%

13%

10%

9% 8% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Wat

chin

g tel

evis

ion

Gam

ing

(com

pute

r / c

onso

le)

Hav

ing

sex

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Shop

ping

Spor

ting

/ Exe

rcis

ing

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

the

cine

ma

Che

ckin

g my

soci

al n

etwo

rks

Coo

king

Cha

tting

/ tel

epho

ning

Goi

ng o

ut (b

ar, d

isco

...)


Q: And how cool do you find the following brands / products?

N = 251 / F = No

//COOLEST BRANDS ON EARTH

Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)

Belgium Average cross studied countries

Across categories, Apple, its mobile phone brand iPhone, Converse Allstars and

Sony are the coolest brands. More than 2 out of 3 Gen Yers agree

with this. This is perfectly reflected in the

U.S.A., where these brands are even cooler than average

Personal Care brands are

perceived as less cool. Only Axe is seen as cool by half of the

population.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

H&MLevi’s

A&FDiesel

ZaraT. Hilfiger

C. AllstarsNike

AdidasPuma

Coca-ColaDoritosM&M’sPepsi

McDonald’sRed Bull

Mars

AppleSony

NintendoMicrosoft

DellHP

Axe / LynxNivea

GiletteL’Oreal

Dove

iPhoneSamsung

Sony Eric.Nokia

// 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







Private situation

Age

Gender


100%

75%

50%

25%

N = 249 / F = No

39% of the UK Y’rs think they’re cool!

UK Average cross studied countries


N = 249 / F = No


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.

34%

32%

27%

22%

20%

18%

17%

17%

15%

15%

14%

11%

9% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Wat

chin

g te

levi

sion

Spor

ting

/ Exe

rcis

ing

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Gam

ing

(com

pute

r / c

onso

le)

Shop

ping

Hav

ing

sex

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng o

ut (b

ar, d

isco

...)

Goi

ng to

the

cine

ma

Han

ging

out

, doi

ng n

othi

ng

Visi

t fam

ily

Mak

ing

mus

ic (D

J, in

stru

men

t...)


51%

31%

27%

23%

21%

15%

14%

14%

13%

13%

0% 20% 40% 60%

New York

London

Los Angeles

Tokyo

Paris

Sydney

Dubai

Barcelona

Amsterdam

Milan

38° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

19°

17°

1°

1°

0°


N = 249 / F = No



Lady GaGa

Herman van Rompuy

Richard Gere

David Beckham

George W. Bush

38%

19%

17%

14%

14%

13%

12%

11%

10%

9%

8%

7%

6%

6%

6%

6%

0% 10% 20% 30% 40% 50%

Johnny Depp

David Beckham

Lady Gaga

Barack Obama

Leonardo DiCaprio

Angelina Jolie

Brad Pitt

Jessica Alba

Pink

Bill Gates

George Clooney

Richard Branson

Mark Zuckerberg

Sandra Bullock

Nelson Mandela

Kate Moss


N = 249/ F = No

// …AND THE REST

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.

34%

32%

27%

22%

20%

18%

17%

17%

15%

15%

14%

11%

9% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Wat

chin

g te

levi

sion

Spor

ting

/ Exe

rcis

ing

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Gam

ing

(com

pute

r / c

onso

le)

Shop

ping

Hav

ing

sex

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng o

ut (b

ar, d

isco

...)

Goi

ng to

the

cine

ma

Han

ging

out

, doi

ng n

othi

ng

Visi

t fam

ily

Mak

ing

mus

ic (D

J, in

stru

men

t...)


0% 10% 20% 30% 40% 50%

Steve Jobs

Lance Armstrong

Madonna

Cristiano Ronaldo

Oprah Winfrey

Paris Hilton

The Pope

Bono

Tiger Woods

Angela Merkel

Serena Williams

Demi Moore

Nicolas Sarkozy

Herman Van Rompuy

Richard Gere

George W. Bush


N = 249 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, iPhone, Apple, Coca Cola and

Converse Allstars are the coolest brands.


perceived as less cool.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DieselLevi’s

A&FT. Hilfiger

ZaraH&M

C. AllstarsNike

AdidasPuma

Coca-ColaRed Bull

DoritosPepsiMars

M&M’sMcDonald’s

AppleNintendo

SonyMicrosoft

DellHP

GiletteAxe / Lynx

NiveaL’Oreal

Dove

iPhoneSamsung

NokiaSony Eric.

// 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






Age

Gender


Private situation


100%

75%

50%

25%

N = 254 / F = No

38% of the Dutch Y’rs think they’re cool!

Netherlands Average cross studied countries


N = 254 / F = No


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.

52%

23%

21%

21%

20%

17%

17%

17%

11%

10%

0% 20% 40% 60%

New York

London

Los Angeles

Amsterdam

Paris

Tokyo

Barcelona

Dubai

San Francisco

Sydney

31%

28%

28%

27%

23%

22%

19%

18%

17%

15%

9% 9% 8% 8% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Wat

chin

g te

levi

sion

Spor

ting

/ Exe

rcis

ing

Surfi

ng o

n th

e in

tern

et

Gam

ing

(com

pute

r / c

onso

le)

Goi

ng o

ut (b

ar, d

isco

...)

Hav

ing

sex

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Shop

ping

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Che

ckin

g m

y so

cial

net

wor

ks

Coo

king

Visi

t fam

ily

Cha

tting

/ te

leph

onin

g

NETHERLANDS Average cross studied countries

30° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

19°

16°

1°

1°

1°

Barack Obama


N = 254 / F = No



Lady GaGa

Herman van Rompuy

Nicolas Sarkozy

Demi More

30%

19%

16%

16%

14%

14%

11%

9%

8%

8%

8%

7%

7%

7%

6%

5%

0% 10% 20% 30% 40% 50%

Johnny Depp

Barack Obama

Lady Gaga

Angelina Jolie

Nelson Mandela

Brad Pitt

Pink

Oprah Winfrey

Bill Gates

Leonardo DiCaprio

Steve Jobs

David Beckham

Lance Armstrong

George Clooney

Sandra Bullock

Jessica Alba


N = 254/ F = No

// …AND THE REST


31%

28%

28%

27%

23%

22%

19%

18%

17%

15%

9% 9% 8% 8% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Wat

chin

g te

levi

sion

Spor

ting

/ Exe

rcis

ing

Surfi

ng o

n th

e in

tern

et

Gam

ing

(com

pute

r / c

onso

le)

Goi

ng o

ut (b

ar, d

isco

...)

Hav

ing

sex

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Shop

ping

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Che

ckin

g m

y so

cial

net

wor

ks

Coo

king

Visi

t fam

ily

Cha

tting

/ te

leph

onin

g

NETHERLANDS Average cross studied countries

0% 10% 20% 30% 40% 50%

Madonna

Cristiano Ronaldo

Bono

Kate Moss

George W. Bush

Mark Zuckerberg

Paris Hilton

The Pope

Richard Branson

Angela Merkel

Tiger Woods

Serena Williams

Richard Gere

Nicolas Sarkozy

Herman Van Rompuy

Demi Moore


N = 254 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, iPhone, Apple, Coca Cola and

Converse Allstars are the coolest brands.



population.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DieselA&FZara

T. HilfigerLevi’sH&M

C. AllstarsAdidas

NikePuma

Coca-ColaRed Bull

M&M’sMars

McDonald’sDoritos

Pepsi

AppleSony

NintendoMicrosoft

HPDell

Axe / LynxGilette

L’OrealNiveaDove

iPhoneSamsung

Sony Eric.Nokia

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DieselA&FZara

T. HilfigerLevi’sH&M

C. AllstarsAdidas

NikePuma

Coca-ColaRed Bull

M&M’sMars

McDonald’sDoritos

Pepsi

AppleSony

NintendoMicrosoft

HPDell

Axe / LynxGilette

L’OrealNiveaDove

iPhoneSamsung

Sony Eric.Nokia

// 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





Flanders 60%Walloon Regions 40%Male 51%Female 49%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%Job, < 1 year working experience 7%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%Partner, no kids 25%Partner, kids 6%

Private situation


Age

Gender

Region


100%

75%

50%

25%

N = 261 / F = No

35% of the Belgian Y’rs think they’re cool!



N = 261 / F = No


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.

51%

36%

24%

23%

21%

13%

13%

12%

11%

8%

0% 20% 40% 60%

New York

London

Paris

Los Angeles

Barcelona

Tokyo

Dubai

Milan

Sydney

Brussels

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


32° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

22°

17°

1° G.W. Bush

1° Angela Merkel

1° Richard Gere

Lady Gaga

Barack Obama


N = 261 / F = No




N = 261 / F = No

// …AND THE REST

32%

22%

17%

15%

13%

13%

12%

11%

8%

7%

7%

7%

7%

6%

6%

6%

0% 10% 20% 30% 40% 50%

Johnny Depp

Lady Gaga

Barack Obama

George Clooney

Brad Pitt

Angelina Jolie

Pink

Nelson Mandela

Jessica Alba

Bono

Mark Zuckerberg

Cristiano Ronaldo

Steve Jobs

Oprah Winfrey

Leonardo DiCaprio

David Beckham

0% 10% 20% 30% 40% 50%

Sandra Bullock

Madonna

Lance Armstrong

Nicolas Sarkozy

The Pope

Paris Hilton

Herman Van Rompuy

Tiger Woods

Kate Moss

Richard Branson

Demi Moore

Serena Williams

Bill Gates

George W. Bush

Angela Merkel

Richard Gere


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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)



N = 261 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DieselA&F

Levi’sH&M

T. Hilf igerZara

C. AllstarsNike

AdidasPuma

Coca-ColaRed Bull

M&M’sMcDonald’s

DoritosMarsPepsi

AppleNintendo

SonyMicrosoft

HPDell

Axe / LynxGiletteNiveaDove

L’Oreal

iPhoneSamsungSony Eric.

Nokia

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


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. Coca-Cola, the best known brand in

Belgium, follows.

Personal Care brands are perceived as less cool. Only Axe is seen as cool by half of the population.

// 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







Private situation

Age

Gender


100%

75%

50%

25%

N = 257 / F = No

35% of the Swedish Y’rs think they’re cool!

Sweden Average cross studied countries


N = 257 / F = No


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.

38%

29%

27%

26%

24%

18%

18%

16%

13%

12%

11%

9% 9% 9% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

Surfi

ng o

n th

e in

tern

et

Gam

ing

(com

pute

r / c

onso

le)

Spor

ting

/ Exe

rcis

ing

List

enin

g to

mus

ic

Shop

ping

Hav

ing

sex

Wat

chin

g tel

evis

ion

Goi

ng o

ut (b

ar, d

isco

...)

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Taki

ng c

are/

play

ing w

ith m

y pe

t(s)

Han

ging

out

, doi

ng n

othi

ng

Coo

king

Visi

t fam

ily

Che

ckin

g my

soci

al n

etwo

rks

SWEDEN Average cross studied countries

53%

34%

33%

22%

19%

18%

15%

14%

11%

10%

0% 20% 40% 60%

New York

Tokyo

Los Angeles

London

Paris

Dubai

San Francisco

Barcelona

Amsterdam

Sydney

40° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

18°

17°

0°

0° Angela Merkel

0°


N = 257 / F = No



Nicolas Sarkozy

Herman van Rompuy

Angelina Jolie

Brad Pitt


N = 257 / F = No

// …AND THE REST


40%

18%

17%

16%

15%

14%

14%

11%

11%

11%

10%

9%

6%

5%

4%

4%

0% 10% 20% 30% 40% 50%

Johnny Depp

Angelina Jolie

Brad Pitt

Nelson Mandela

Jessica Alba

Barack Obama

Lady Gaga

Bill Gates

Oprah Winfrey

Pink

George Clooney

Leonardo DiCaprio

David Beckham

Mark Zuckerberg

Sandra Bullock

Bono

0% 10% 20% 30% 40% 50%

Lance Armstrong

Madonna

Paris Hilton

Richard Branson

Cristiano Ronaldo

Steve Jobs

Kate Moss

Tiger Woods

George W. Bush

Richard Gere

The Pope

Demi Moore

Serena Williams

Nicolas Sarkozy

Herman Van Rompuy

Angela Merkel

38%

29%

27%

26%

24%

18%

18%

16%

13%

12%

11%

9% 9% 9% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

Surfi

ng o

n th

e in

tern

et

Gam

ing

(com

pute

r / c

onso

le)

Spor

ting

/ Exe

rcis

ing

List

enin

g to

mus

ic

Shop

ping

Hav

ing

sex

Wat

chin

g tel

evis

ion

Goi

ng o

ut (b

ar, d

isco

...)

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Taki

ng c

are/

play

ing w

ith m

y pe

t(s)

Han

ging

out

, doi

ng n

othi

ng

Coo

king

Visi

t fam

ily

Che

ckin

g my

soci

al n

etwo

rks

SWEDEN Average cross studied countries


N = 257 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)




with this.

Personal Care brands are perceived as less cool. Only 1 out

of 4 youngsters thinks there are some cool Personal Care brands.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DieselLevi’s

T. HilfigerZaraH&MA&F

C. AllstarsAdidas

NikePuma

Coca-ColaRed BullDoritos

PepsiM&M’s

MarsMcDonald’s

AppleSony

NintendoMicrosoft

DellHP

Axe / LynxL’OrealGiletteNiveaDove

iPhoneSony Eric.Samsung

Nokia

// Hot takeaways 35% of Swedish 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 (53%), Los Angeles (33%) and London (23%), but Tokyo is also not to be underestimated in terms of coolness. Swedish Y’ers are not big fans of their capital city. Stockholm is seen as a cool place by less then 1 out of 10 Gen Y’ers. 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.

//SPAIN






Gender

Age


Private situation


100%

75%

50%

25%

N = 249 / F = No

34% of the Spanish Y’rs think they’re cool!

Spain Average cross studied countries


N = 249 / F = No


Across countries, New York is by far the coolest place on earth. Compared to other countries, Spanish Y’ers are less proud of their capital city. Barcelona does better and is seen by 1 out of 4 youngsters as a cool place.

37%

35%

28%

27%

22%

21%

20%

19%

14%

13%

10%

8% 8% 6% 4%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

Surfi

ng o

n th

e in

tern

et

Hav

ing

sex

Goi

ng o

ut (b

ar, d

isco

...)

List

enin

g to

mus

ic

Spor

ting

/ Exe

rcis

ing

Gam

ing

(com

pute

r / c

onso

le)

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Shop

ping

Wat

chin

g tel

evis

ion

Goi

ng to

the

cine

ma

Cha

tting

/ tel

epho

ning

Che

ckin

g my

soci

al n

etwo

rks

Goi

ng to

a c

once

rt

Coo

king

SPAIN Average cross studied countries

54%

30%

29%

28%

24%

23%

20%

13%

8%

7%

0% 20% 40% 60%

New York

Paris

London

Los Angeles

Barcelona

Tokyo

Amsterdam

Dubai

San Francisco

Berlin

28° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

21°

21°

1°

1° Angela Merkel

1°

Lady Gaga


N = 249 / F = No



Angelina Jolie

Serena Williams

Lance Armstrong


N = 249 / F = No

// …AND THE REST


37%

35%

28%

27%

22%

21%

20%

19%

14%

13%

10%

8% 8% 6% 4%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

Surfi

ng o

n th

e in

tern

et

Hav

ing

sex

Goi

ng o

ut (b

ar, d

isco

...)

List

enin

g to

mus

ic

Spor

ting

/ Exe

rcis

ing

Gam

ing

(com

pute

r / c

onso

le)

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Shop

ping

Wat

chin

g tel

evis

ion

Goi

ng to

the

cine

ma

Cha

tting

/ tel

epho

ning

Che

ckin

g my

soci

al n

etwo

rks

Goi

ng to

a c

once

rt

Coo

king

SPAIN Average cross studied countries

28%

21%

21%

17%

13%

12%

11%

11%

10%

9%

9%

9%

8%

6%

6%

6%

0% 10% 20% 30% 40% 50%

Johnny Depp

Lady Gaga

Angelina Jolie

Brad Pitt

Cristiano Ronaldo

Jessica Alba

George Clooney

Nelson Mandela

David Beckham

Paris Hilton

Leonardo DiCaprio

Madonna

Barack Obama

Bill Gates

Bono

Mark Zuckerberg

0% 10% 20% 30% 40% 50%

Pink

Steve Jobs

Sandra Bullock

Richard Gere

Oprah Winfrey

Kate Moss

Demi Moore

Herman Van Rompuy

Nicolas Sarkozy

The Pope

Richard Branson

Tiger Woods

George W. Bush

Angela Merkel

Serena Williams

Lance Armstrong


N = 249 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


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.



population.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DieselLevi’s

T. HilfigerZaraA&FH&M

C. AllstarsNike

PumaAdidas

Coca-ColaDoritosM&M’s

Red BullMcDonald’s

PepsiMars

AppleSony

NintendoMicrosoft

HPDell

Axe / LynxL’Oreal

DoveNivea

Gilette

iPhoneNokia

Sony Eric.Samsung

// Hot takeaways 34% of Spanish Yers believe they’re cool which is at the same level of Belgium (35%), Sweden (35%) and Germany (37%). They’re fond of Anglo-saxon cities like New York (54%), London (29%) and Los Angeles (28%). Spanish Yers are not big fans of Madrid, but 1 out of 4 thinks Barcelona is 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.

//RUSSIA






Gender

Age


Private situation


100%

75%

50%

25%

N = 254 / F = No

61% of the Russian Y’rs think they’re cool!

Russia Average cross studied countries


N = 254 / F = No


Across countries, New York is by far the coolest place on earth, however not for Russian youngsters. Russian youngsters are rather proud on their city. 37% thinks St.Petersburg is the coolest place on earth.

31%

28%

24%

23%

23%

20%

19%

19%

19%

17%

16%

9% 9% 7% 6%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Hav

ing

sex

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Gam

ing

(com

pute

r / c

onso

le)

List

enin

g to

mus

ic

Spor

ting

/ Exe

rcis

ing

Han

ging

out

with

frie

nds

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng to

the

cine

ma

Shop

ping

Wat

chin

g te

levi

sion

Goi

ng o

ut (b

ar, d

isco

...)

Visi

t fam

ily

Taki

ng c

are/

play

ing

with

my

pet(s

)

Han

ging

out

, doi

ng n

othi

ng


42%

37%

33%

30%

20%

18%

15%

15%

14%

14%

0% 20% 40% 60%

Paris

St Petersburg

New York

London

Tokyo

Los Angeles

Milan

Barcelona

Dubai

Amsterdam

31° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

28°

21°

1°

0°

0°


N = 254 / F = No



Herman van Rompuy Angelina Jolie

Richard Branson

George W. Bush The Pope

31%

28%

21%

14%

13%

13%

13%

11%

11%

11%

8%

8%

8%

7%

6%

6%

0% 10% 20% 30% 40% 50%

Johnny Depp

The Pope

Angelina Jolie

Bill Gates

Leonardo DiCaprio

Madonna

Jessica Alba

David Beckham

Brad Pitt

Lady Gaga

Steve Jobs

Cristiano Ronaldo

George Clooney

Richard Gere

Mark Zuckerberg

Sandra Bullock


N = 254/ F = No

// …AND THE REST

Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in Russia are fan of Johnny Depp & the pope.

0% 10% 20% 30% 40% 50%

Barack Obama

Paris Hilton

Demi Moore

Lance Armstrong

Pink

Kate Moss

Bono

Nelson Mandela

Angela Merkel

Tiger Woods

Serena Williams

Oprah Winfrey

Nicolas Sarkozy

Richard Branson

George W. Bush

Herman Van Rompuy

31%

28%

24%

23%

23%

20%

19%

19%

19%

17%

16%

9% 9% 7% 6%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Hav

ing

sex

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Gam

ing

(com

pute

r / c

onso

le)

List

enin

g to

mus

ic

Spor

ting

/ Exe

rcis

ing

Han

ging

out

with

frie

nds

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng to

the

cine

ma

Shop

ping

Wat

chin

g te

levi

sion

Goi

ng o

ut (b

ar, d

isco

...)

Visi

t fam

ily

Taki

ng c

are/

play

ing

with

my

pet(s

)

Han

ging

out

, doi

ng n

othi

ng



N = 254 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, Zara, Adidas, Coca cola, Microsoft,

iPhone and Nokia are the coolest brands.



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ZaraT. Hilfiger

Levi’sA&FH&M

Diesel

AdidasNike

C. AllstarsPuma

Coca-ColaM&M’sPepsiMars

DoritosMcDonald’s

Red Bull

MicrosoftAppleSony

HPDell

Nintendo

GiletteL’Oreal

NiveaDove

Axe / Lynx

iPhoneNokia

Sony Eric.Samsung

// Hot takeaways 6 out of 10 Russian Yers believe they’re cool which is at the same level of India (67%), and Poland (64%). Moscou is not seen as a cool place, but they are proud of Sint-Petersburg (37%). Paris (42%) is seen as the coolest place on earth. Russian Yers are the biggest Pope fans of the world, since the holy Father is seen as the second coolest person on earth! Across categories, Nokia, Apple, its mobile phone brand iPhone and Adidas are the coolest brands. Personal Care brands are still perceived as least cool, but they score remarkably higher than in other countries.

//ROMANIA






Gender

Age


Private situation


100%

75%

50%

25%

N = 258 / F = No

42% of the Romanian Y’rs think they’re cool!

Romania Average cross studied countries


N = 258 / F = No


Across countries, New York is by far the coolest place on earth. Romanian Gen Y’ers like various places across the globe.

49%

44%

31%

30%

21%

16%

14%

14%

9%

8%

0% 20% 40% 60%

New York

Paris

Dubai

London

Tokyo

Los Angeles

Barcelona

Amsterdam

Sydney

Milan

43%

37%

32%

28%

26%

16%

15%

14%

13%

11%

8% 7% 7% 6% 6%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Goi

ng o

ut (b

ar, d

isco

...)

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Wat

chin

g te

levi

sion

Spor

ting

/ Exe

rcis

ing

Hav

ing

sex

Che

ckin

g m

y so

cial

net

wor

ks

Gam

ing

(com

pute

r / c

onso

le)

Shop

ping

Yout

h m

ovem

ent

Taki

ng c

are/

play

ing

with

my

pet(s

)

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

the

cine

ma


36° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

24°

20°

1°

1°

0°


N = 258 / F = No



Herman van Rompuy

Johnny Depp

Angelina Jolie

Bill Gates

Richard Branson

Nicholas Sarkozy

36%

24%

20%

15%

14%

13%

13%

12%

11%

11%

10%

9%

9%

8%

7%

6%

0% 10% 20% 30% 40% 50%

Bill Gates

Johnny Depp

Angelina Jolie

Nelson Mandela

Jessica Alba

Lance Armstrong

Oprah Winfrey

Sandra Bullock

The Pope

Barack Obama

Leonardo DiCaprio

Madonna

Brad Pitt

Lady Gaga

Mark Zuckerberg

Pink


N = 258/ F = No

// …AND THE REST

Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in Romania are fan of Bill Gates.

43%

37%

32%

28%

26%

16%

15%

14%

13%

11%

8% 7% 7% 6% 6%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Goi

ng o

ut (b

ar, d

isco

...)

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Wat

chin

g te

levi

sion

Spor

ting

/ Exe

rcis

ing

Hav

ing

sex

Che

ckin

g m

y so

cial

net

wor

ks

Gam

ing

(com

pute

r / c

onso

le)

Shop

ping

Yout

h m

ovem

ent

Taki

ng c

are/

play

ing

with

my

pet(s

)

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

the

cine

ma


0% 10% 20% 30% 40% 50%

Steve Jobs

George Clooney

Bono

David Beckham

Demi Moore

Richard Gere

Angela Merkel

Tiger Woods

Cristiano Ronaldo

Paris Hilton

Serena Williams

George W. Bush

Kate Moss

Nicolas Sarkozy

Richard Branson

Herman Van Rompuy


N = 258 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, iPhone, Apple, Coca Cola, Nike and

H&M are the coolest brands.

Personal Care brands are perceived as less cool.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

H&MT. Hilfiger

ZaraLevi’sDiesel

A&F

NikeAdidas

C. AllstarsPuma

Coca-ColaPepsi

M&M’sMars


Doritos

AppleMicrosoft

SonyHP

DellNintendo

NiveaDove

GiletteL’Oreal

Axe / Lynx

NokiaiPhone

SamsungSony Eric.

// Hot takeaways 4 out of 10 Romanian Yers believe they’re cool which is at the same level of the USA (43%), and the UK (39%). Bucharest is not seen as a cool place. New York (49%), Paris (44%) and Dubai (31%) are the cities that matter. Romanian Yers ranked Bill Gates (36%) as the coolest person on earth. Gates only scores higher in India (43%). Across categories, Apple, its mobile phone brand iPhone and Microsoft are the coolest brands. Personal Care brands are still perceived as least cool, but they score remarkably higher than in other countries.

//POLAND






Gender

Age


Private situation


100%

75%

50%

25%

N = 253 / F = No

64% of the Polish Y’rs think they’re cool!

Poland Average cross studied countries


N = 253 / F = No


Across countries, New York is by far the coolest place on earth. Polish youngsters like various places across the world.

38%

33%

28%

23%

22%

20%

20%

14%

14%

10%

0% 20% 40% 60%

New York

Paris

London

Los Angeles

Barcelona

Dubai

Tokyo

Amsterdam

Sydney

Milan

38%

34%

29%

26%

24%

20%

19%

17%

16%

13%

12%

11%

11%

6% 4%

0%10

%20

%30

%40

%50

%60

%70

%

List

enin

g to

mus

ic

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Hav

ing

sex

Gam

ing

(com

pute

r / c

onso

le)

Spor

ting

/ Exe

rcis

ing

Wat

chin

g te

levi

sion

Goi

ng o

ut (b

ar, d

isco

...)

Che

ckin

g m

y so

cial

net

wor

ks

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

the

cine

ma

Shop

ping

Coo

king

Goi

ng to

a c

once

rt


30° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

19°

17°

1°

1°

0°


N = 253 / F = No



Herman van Rompuy Bill Gates

Angelina Jolie

Serena Williams

Richard Branson

30%

19%

17%

16%

15%

13%

12%

10%

9%

9%

9%

8%

8%

7%

6%

6%

0% 10% 20% 30% 40% 50%

Johnny Depp

Angelina Jolie

Bill Gates

Brad Pitt

Jessica Alba

Sandra Bullock

Pink

The Pope

Lady Gaga

George Clooney

Nelson Mandela

Cristiano Ronaldo

Bono

Lance Armstrong

David Beckham

Richard Gere


N = 253/ F = No

// …AND THE REST

Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in Poland are fan of Johnny Depp.

38%

34%

29%

26%

24%

20%

19%

17%

16%

13%

12%

11%

11%

6% 4%

0%10

%20

%30

%40

%50

%60

%70

%

List

enin

g to

mus

ic

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Hav

ing

sex

Gam

ing

(com

pute

r / c

onso

le)

Spor

ting

/ Exe

rcis

ing

Wat

chin

g te

levi

sion

Goi

ng o

ut (b

ar, d

isco

...)

Che

ckin

g m

y so

cial

net

wor

ks

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

the

cine

ma

Shop

ping

Coo

king

Goi

ng to

a c

once

rt


0% 10% 20% 30% 40% 50%

Oprah Winfrey

Madonna

Leonardo DiCaprio

Kate Moss

Barack Obama

Demi Moore

Mark Zuckerberg

Steve Jobs

Nicolas Sarkozy

Paris Hilton

George W. Bush

Tiger Woods

Angela Merkel

Serena Williams

Richard Branson

Herman Van Rompuy


N = 253 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, H&M, Nike, M&M’s. Sony Apple and Nokia, are the coolest brands.



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

H&MZara

T. HilfigerA&F

Levi’sDiesel

NikeAdidasPuma

C. Allstars

Coca-ColaPepsi

M&M’sMars


Doritos

SonyApple

DellHP

MicrosoftNintendo

NiveaGilette

L’OrealAxe / Lynx

Dove

NokiaiPhone

Sony Eric.Samsung

// Hot takeaways 64% of Polish Yers believe they’re cool which is at the same level of India (67%), and Russia (61%). Warsaw is not seen as a cool place. Polish youngsters dream of New York (38%), Paris (33%) and London (28%). Across categories, Sony, Apple and Nokia are the coolest brands. Personal Care brands are still perceived as least cool, but they score remarkably higher than in other countries.

//ITALY






Gender

Age


Private situation


100%

75%

50%

25%

N = 252 / F = No

34% of the Italian Y’rs think they’re cool!

Italy Average cross studied countries


N = 252 / F = No


Across countries, New York is by far the coolest place on earth. Compared to other countries, Italian Y’ers are less proud of their capital city. Rome is not seen as a cool place by youngsters.

66%

35%

27%

24%

24%

22%

18%

16%

13%

8%

0% 20% 40% 60%

New York

London

Paris

Los Angeles

Barcelona

Dubai

Tokyo

Milan

Amsterdam

Berlin

32%

31%

30%

28%

23%

22%

19%

18%

16%

15%

13%

9% 7% 7% 6%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

Rea

ding

(boo

ks, n

ewsp

aper

s...)

List

enin

g to

mus

ic

Hav

ing

sex

Spor

ting

/ Exe

rcis

ing

Shop

ping

Gam

ing

(com

pute

r / c

onso

le)

Goi

ng to

the

cine

ma

Wat

chin

g tel

evis

ion

Goi

ng o

ut (b

ar, d

isco

...)

Che

ckin

g my

soci

al n

etwo

rks

Coo

king

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Cha

tting

/ tel

epho

ning

ITALY Average cross studied countries

37° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

26°

22°

1°

1°

0°

Lady Gaga


N = 252 / F = No



Angelina Jolie Serena Williams

Lance Armstrong

Nicolas Sarkozy


N = 252 / F = No

// …AND THE REST


37%

26%

22%

18%

14%

14%

11%

11%

10%

10%

9%

9%

9%

8%

8%

7%

0% 10% 20% 30% 40% 50%

Johnny Depp

Lady Gaga

Angelina Jolie

Barack Obama

Brad Pitt

George Clooney

Madonna

David Beckham

Paris Hilton

Steve Jobs

Bono

Cristiano Ronaldo

Mark Zuckerberg

Jessica Alba

Nelson Mandela

Pink

0% 10% 20% 30% 40% 50%

Kate Moss

Sandra Bullock

Bill Gates

Leonardo DiCaprio

The Pope

Richard Gere

Richard Branson

Oprah Winfrey

Tiger Woods

Demi Moore

Herman Van Rompuy

George W. Bush

Angela Merkel

Lance Armstrong

Nicolas Sarkozy

Serena Williams

32%

31%

30%

28%

23%

22%

19%

18%

16%

15%

13%

9% 7% 7% 6%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

Rea

ding

(boo

ks, n

ewsp

aper

s...)

List

enin

g to

mus

ic

Hav

ing

sex

Spor

ting

/ Exe

rcis

ing

Shop

ping

Gam

ing

(com

pute

r / c

onso

le)

Goi

ng to

the

cine

ma

Wat

chin

g tel

evis

ion

Goi

ng o

ut (b

ar, d

isco

...)

Che

ckin

g my

soci

al n

etwo

rks

Coo

king

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Cha

tting

/ tel

epho

ning

ITALY Average cross studied countries


N = 252 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, Apple, its mobile phone brand iPhone and A&F are the coolest brands. More than 2 out of 3 Gen Yers agree

with this.

Personal Care brands are perceived as less cool. Only

L’Oreal is seen as cool by half of the population.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

A&FH&M

Levi’sDiesel

ZaraT. Hilfiger

C. AllstarsNike

AdidasPuma

Coca-ColaRed Bull

McDonald’sPepsi

M&M’sMars

Doritos

AppleSony

NintendoHP

DellMicrosoft

L’OrealGilette

Axe / LynxNiveaDove

iPhoneNokia

SamsungSony Eric.

// Hot takeaways 34% of Italian Yers believe they’re cool which is at the same level of Belgium (35%), Spain (34%), and Sweden (35%). Rome is not seen as a cool place, but 16% thinks Milan is pretty cool. New York (66%), london (35%) and Paris (27%) are thé places to be. Across categories, Apple, its mobile phone brand iPhone and A&F are the coolest brands. Personal Care brands are perceived as less cool.

//INDIA






Gender

Age


Private situation


100%

75%

50%

25%

N = 249 / F = No

67% of the Indian Y’rs think they’re cool!

India Average cross studied countries


N = 249 / F = No


Across countries, New York is by far the coolest place on earth. Indian youngsters are also rather proud of their capital city. 25% thinks Mumbai is the coolest place on earth.

39%

37%

35%

28%

25%

19%

19%

12%

12%

9%

0% 20% 40% 60%

Paris

New York

London

Singapore

Mumbai

Los Angeles

Dubai

Sydney

Amsterdam

Tokyo

51%

33%

27%

26%

24%

20%

18%

16%

13%

12%

9% 6% 5% 5% 4%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

List

enin

g to

mus

ic

Wat

chin

g te

levi

sion

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Cha

tting

/ te

leph

onin

g

Han

ging

out

with

frie

nds

Shop

ping

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng to

the

cine

ma

Spor

ting

/ Exe

rcis

ing

Gam

ing

(com

pute

r / c

onso

le)

Hav

ing

sex

Yout

h m

ovem

ent

Han

ging

out

, doi

ng n

othi

ng

Coo

king


43° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

30°

21°

2°

1°

0°


N = 249 / F = No



Herman van Rompuy

Bill Gates

Angelina Jolie

Angela Merkel

Bono

Barack Obama

43%

30%

21%

17%

15%

14%

13%

13%

11%

9%

8%

7%

6%

6%

6%

6%

0% 10% 20% 30% 40% 50%

Bill Gates

Angelina Jolie

Barack Obama

Brad Pitt

David Beckham

Nelson Mandela

Cristiano Ronaldo

Johnny Depp

Madonna

Steve Jobs

Leonardo DiCaprio

Tiger Woods

Paris Hilton

Mark Zuckerberg

George W. Bush

Jessica Alba


N = 249/ F = No

// …AND THE REST

Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in India are fan of Bill Gates.

51%

33%

27%

26%

24%

20%

18%

16%

13%

12%

9% 6% 5% 5% 4%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

List

enin

g to

mus

ic

Wat

chin

g te

levi

sion

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Cha

tting

/ te

leph

onin

g

Han

ging

out

with

frie

nds

Shop

ping

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng to

the

cine

ma

Spor

ting

/ Exe

rcis

ing

Gam

ing

(com

pute

r / c

onso

le)

Hav

ing

sex

Yout

h m

ovem

ent

Han

ging

out

, doi

ng n

othi

ng

Coo

king


0% 10% 20% 30% 40% 50%

Oprah Winfrey

The Pope

Lady Gaga

Serena Williams

Pink

Richard Gere

Richard Branson

George Clooney

Lance Armstrong

Nicolas Sarkozy

Kate Moss

Sandra Bullock

Demi Moore

Angela Merkel

Bono

Herman Van Rompuy


N = 249 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories T. Hilfiger, Nike, McDonalds, Apple

and Nokia are the coolest brands.


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

T. HilfigerLevi’sDiesel

A&FZaraH&M

NikeAdidasPuma

C. Allstars

McDonald’sCoca-Cola

PepsiMars

M&M’sDoritos

Red Bull

AppleSonyDell

MicrosoftHP

Nintendo

L’OrealDove

Axe / LynxGiletteNivea

NokiaiPhone

SamsungSony Eric.

// Hot takeaways 67% of Indian Yers believe they’re cool which is at the same level of Poland (64%), and Russia (61%). Indian Gen Yers are proud of their capital city, 1 out of 4 thinks Mumbai is a cool place. But, the coolest place on earth is Paris (39%). Bill Gates (43%) is elected as the coolest person on earth. Across categories, Apple, their mobile phone brand iPhone and Levi’s are the coolest brands. Food & drinks brands are perceived as less cool.

//GERMANY






Private situation


Age

Gender


100%

75%

50%

25%

N = 256 / F = No

37% of the German Y’rs think they’re cool!

German Average cross studied countries


N = 256 / F = No


Across countries, New York is by far the coolest place on earth. German Y’ers are quite proud of their capital city. Berlin is seen by 1 out of 5 youngsters as a cool place.

33%

30%

29%

24%

20%

19%

18%

17%

14%

14%

10%

9% 9% 8% 8%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

Surfi

ng o

n th

e in

tern

et

List

enin

g to

mus

ic

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Hav

ing

sex

Goi

ng o

ut (b

ar, d

isco

...)

Spor

ting

/ Exe

rcis

ing

Wat

chin

g tel

evis

ion

Gam

ing

(com

pute

r / c

onso

le)

Goi

ng to

the

cine

ma

Che

ckin

g my

soci

al n

etwo

rks

Visi

t fam

ily

Coo

king

Taki

ng c

are/

play

ing w

ith m

y pe

t(s)

Cha

tting

/ tel

epho

ning

GERMANY Average cross studied countries

53%

26%

24%

22%

18%

16%

15%

13%

13%

13%

0% 20% 40% 60%

New York

Los Angeles

London

Berlin

Dubai

Tokyo

Paris

Barcelona

Amsterdam

San Francisco

41° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

20°

18°

1°

1°

0°

Barack Obama


N = 256 / F = No



George Clooney

Herman van Rompuy

Serena Williams

Nicolas Sarkozy


N = 256 / F = No

// …AND THE REST


41%

20%

18%

17%

15%

14%

14%

13%

13%

10%

8%

7%

7%

7%

6%

5%

0% 10% 20% 30% 40% 50%

Johnny Depp

Barack Obama

George Clooney

Pink

Brad Pitt

Angelina Jolie

Nelson Mandela

Lady Gaga

Bill Gates

Jessica Alba

Sandra Bullock

Leonardo DiCaprio

Cristiano Ronaldo

David Beckham

Oprah Winfrey

Mark Zuckerberg

0% 10% 20% 30% 40% 50%

Steve Jobs

Angela Merkel

Madonna

Paris Hilton

Bono

Richard Branson

Lance Armstrong

Tiger Woods

Richard Gere

George W. Bush

The Pope

Kate Moss

Demi Moore

Nicolas Sarkozy

Herman Van Rompuy

Serena Williams

33%

30%

29%

24%

20%

19%

18%

17%

14%

14%

10%

9% 9% 8% 8%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

Surfi

ng o

n th

e in

tern

et

List

enin

g to

mus

ic

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Hav

ing

sex

Goi

ng o

ut (b

ar, d

isco

...)

Spor

ting

/ Exe

rcis

ing

Wat

chin

g tel

evis

ion

Gam

ing

(com

pute

r / c

onso

le)

Goi

ng to

the

cine

ma

Che

ckin

g my

soci

al n

etwo

rks

Visi

t fam

ily

Coo

king

Taki

ng c

are/

play

ing w

ith m

y pe

t(s)

Cha

tting

/ tel

epho

ning

GERMANY Average cross studied countries


N = 256 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)




with this. In France, Nike and Adidas beat

Converse Allstars in its coolness.

Personal Care brands are perceived as less cool. Only Axe is seen as cool by more than half of

the population.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

H&MLevi’sDiesel

A&FZara

T. Hilfiger

NikeAdidas

C. AllstarsPuma

Coca-ColaRed Bull

McDonald’sM&M’s

MarsPepsi

Doritos

AppleSony

NintendoMicrosoft

DellHP

Axe / LynxNivea

GiletteDove

L’Oreal


Nokia

// Hot takeaways 1 out of 3 German Yers believe they’re cool which is at the same level of The Netherlands (38%) and Belgium (35%). They’re fond of Anglo-Saxon cities like New York (53%), Los Angeles (26) and London (24%). German Y’ers are also proud of their capital city. Berlin is seen as a cool place by 1 out of 5 youngsters. Across categories, Apple, its mobile phone brand iPhone are the coolest brands. Nike and Adidas beat Converse Allstars as the coolest sport brand. 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 half of the population.

//FRANCE






Private situation


Age

Gender


100%

75%

50%

25%

N = 251 / F = No

58% of the French Y’rs think they’re cool!

France Average cross studied countries


N = 251 / F = No


Across countries, New York is by far the coolest place on earth. Compared to other countries, French Y’ers are proud of their capital city. Paris is seen by 1 out of 3 youngsters as a cool place.

40%

28%

25%

25%

20%

18%

17%

16%

16%

14%

12%

10%

10%

10%

8%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Wat

chin

g tel

evis

ion

Hav

ing

sex

Goi

ng to

the

cine

ma

Gam

ing

(com

pute

r / c

onso

le)

Spor

ting

/ Exe

rcis

ing

Shop

ping

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Coo

king

Che

ckin

g my

soci

al n

etwo

rks

Han

ging

out

, doi

ng n

othi

ng

Visi

t fam

ily

FRANCE Average cross studied countries

54%

32%

30%

25%

22%

17%

17%

15%

9%

6%

0% 20% 40% 60%

New York

Los Angeles

Paris

Barcelona

London

Amsterdam

Tokyo

Dubai

San Francisco

Milan

36° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

25°

19°

0° G.W. Bush

1° Angela Merkel

0°

Lady Gaga


N = 251 / F = No



George Clooney Herman van Rompuy


N = 251 / F = No

// …AND THE REST


36%

25%

19%

18%

18%

14%

14%

12%

11%

10%

6%

5%

5%

5%

5%

4%

0% 10% 20% 30% 40% 50%

Johnny Depp

Lady Gaga

George Clooney

Brad Pitt

Barack Obama

Jessica Alba

Pink

Angelina Jolie

Leonardo DiCaprio

Nelson Mandela

Bill Gates

Oprah Winfrey

Mark Zuckerberg

Cristiano Ronaldo

Steve Jobs

Madonna

0% 10% 20% 30% 40% 50%

Kate Moss

David Beckham

Bono

The Pope

Tiger Woods

Richard Gere

Demi Moore

Paris Hilton

Lance Armstrong

Sandra Bullock

Richard Branson

Serena Williams

Nicolas Sarkozy

Angela Merkel

George W. Bush

Herman Van Rompuy

40%

28%

25%

25%

20%

18%

17%

16%

16%

14%

12%

10%

10%

10%

8%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Wat

chin

g tel

evis

ion

Hav

ing

sex

Goi

ng to

the

cine

ma

Gam

ing

(com

pute

r / c

onso

le)

Spor

ting

/ Exe

rcis

ing

Shop

ping

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Coo

king

Che

ckin

g my

soci

al n

etwo

rks

Han

ging

out

, doi

ng n

othi

ng

Visi

t fam

ily

FRANCE Average cross studied countries


N = 251 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, Apple, its mobile phone brand

iPhone,Converse Allstars and Sony are the coolest brands.

More than 2 out of 3 Gen Yers agree with this.

Coca-Cola, the best known brand in France, follows.


perceived as less cool. Only Axe is seen as cool by almost half of the

population.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

ZaraA&F

DieselLevi’s

T. HilfigerH&M

C. AllstarsAdidas

NikePuma

Coca-ColaM&M’s


MarsPepsi

Doritos

AppleSony

NintendoMicrosoft

DellHP

Axe / LynxL’Oreal

DoveNivea

Gilette

iPhoneSamsung

Sony Eric.Nokia

// Hot takeaways 6 out of 10 French Yers believe they’re cool which is a lot more compared to other countries. They’re fond of cities like New York (54%), Los Angeles (32%) and their own capital city Paris (30%). London, perceived as a cool place in most countries, only comes in 5th place (22%). Across categories, Apple, its mobile phone brand iPhone and Coca-Cola are the coolest brands. About 2 out of 3 Gen Yers agree with this. Personal Care brands are perceived as less cool. Only Axe is seen as cool by almost half of the population.

//DENMARK






Gender

Age


Private situation


100%

75%

50%

25%

N = 262 / F = No

39% of the Danish Y’rs think they’re cool!

Denmark Average cross studied countries


N = 262 / F = No


Across countries, New York is by far the coolest place on earth. Compared to other countries, Danish Y’ers are less proud of their capital city. Copenhagen is not seen as a cool place by youngsters.

38%

30%

25%

22%

20%

20%

20%

15%

14%

13%

12%

10%

9% 8% 8%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

Spor

ting

/ Exe

rcis

ing

Wat

chin

g tel

evis

ion

Hav

ing

sex

Surfi

ng o

n th

e in

tern

et

List

enin

g to

mus

ic

Gam

ing

(com

pute

r / c

onso

le)

Visi

t fam

ily

Shop

ping

Goi

ng o

ut (b

ar, d

isco

...)

Che

ckin

g my

soci

al n

etwo

rks

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

the

cine

ma

Coo

king

DENMARK Average cross studied countries

60%

30%

24%

22%

21%

15%

15%

14%

11%

8%

0% 20% 40% 60%

New York

London

Los Angeles

Paris

Tokyo

Dubai

Barcelona

Berlin

San Francisco

Amsterdam

31° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

Johnny Depp

28°

25°

2°

1°

0°

Barack Obama


N = 262 / F = No



Angela Merkel

G.W. Bush

Herman van Rompuy Nelson Mandela


N = 262 / F = No

// …AND THE REST


31%

28%

25%

12%

11%

10%

10%

10%

9%

9%

9%

7%

7%

7%

6%

6%

0% 10% 20% 30% 40% 50%

Johnny Depp

Barack Obama

Nelson Mandela

Bill Gates

Leonardo DiCaprio

Angelina Jolie

Pink

George Clooney

Lady Gaga

Oprah Winfrey

Cristiano Ronaldo

Lance Armstrong

David Beckham

Brad Pitt

Bono

Mark Zuckerberg

0% 10% 20% 30% 40% 50%

Sandra Bullock

Jessica Alba

Steve Jobs

Richard Branson

The Pope

Madonna

Demi Moore

Paris Hilton

Richard Gere

Kate Moss

Tiger Woods

Serena Williams

Nicolas Sarkozy

Angela Merkel

George W. Bush

Herman Van Rompuy

38%

30%

25%

22%

20%

20%

20%

15%

14%

13%

12%

10%

9% 8% 8%

0%10

%20

%30

%40

%50

%60

%70

%

Han

ging

out

with

frie

nds

Spor

ting

/ Exe

rcis

ing

Wat

chin

g tel

evis

ion

Hav

ing

sex

Surfi

ng o

n th

e in

tern

et

List

enin

g to

mus

ic

Gam

ing

(com

pute

r / c

onso

le)

Visi

t fam

ily

Shop

ping

Goi

ng o

ut (b

ar, d

isco

...)

Che

ckin

g my

soci

al n

etwo

rks

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

the

cine

ma

Coo

king

DENMARK Average cross studied countries


N = 262 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


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.


perceived as less cool. Less than 1 out of 3 think there are some cool

personal health care brands.

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

DieselT. Hilfiger

Levi’sA&FH&MZara

C. AllstarsNike

PumaAdidas

Coca-ColaRed Bull

M&M’sPepsiMars

McDonald’sDoritos

AppleSony

NintendoMicrosoft

HPDell

GiletteL’Oreal

DoveAxe / Lynx

Nivea


Nokia

// Hot takeaways 39% Danish 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 (60%), London (30%) and Los Angeles (24%). Compared to other countries, Danish Y’ers are less proud of their capital city. Copenhagen is not seen as a cool place by youngsters. Across categories, Apple, its mobile phone brand iPhone and Converse Allstars are the coolest brands. Personal Care brands are perceived as less cool.

//CHINA






Gender

Age


Private situation


100%

75%

50%

25%

N = 261 / F = No

30% of the Chinese Y’rs think they’re cool!

China Average cross studied countries


N = 261 / F = No


Across countries, New York is by far the coolest place on earth. Chinese youngsters are also rather proud of their cities. 23% thinks Shanghai is the coolest place on earth and 21% thinks Beijing is the coolest

place on earth.

36%

34%

30%

23%

21%

19%

15%

15%

15%

12%

0% 20% 40% 60%

Paris

New York

Dubai

Shanghai

Beijing

London

Singapore

Tokyo

Los Angeles

Milan

63%

29%

26%

24%

22%

19%

18%

16%

14%

10%

9% 7% 7% 6% 5%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Rea

ding

(boo

ks, n

ewsp

aper

s...)

List

enin

g to

mus

ic

Gam

ing

(com

pute

r / c

onso

le)

Han

ging

out

with

frie

nds

Shop

ping

Goi

ng to

the

cine

ma

Spor

ting

/ Exe

rcis

ing

Wat

chin

g te

levi

sion

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng o

ut (b

ar, d

isco

...)

Coo

king

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)

Han

ging

out

, doi

ng n

othi

ng

Cha

tting

/ te

leph

onin

g


30° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

26°

20°

3°

2°

1°


N = 261 / F = No



Herman van Rompuy

Lady GaGa

Richard Gere

Sandra Bullock

The Pope

Bill Gates

30%

26%

20%

14%

10%

10%

9%

7%

7%

7%

6%

6%

6%

5%

5%

5%

0% 10% 20% 30% 40% 50%

Bill Gates

Lady Gaga

The Pope

David Beckham

Johnny Depp

Madonna

Pink

Steve Jobs

George W. Bush

Tiger Woods

Angelina Jolie

Barack Obama

Angela Merkel

Cristiano Ronaldo

Paris Hilton

Leonardo DiCaprio


N = 261/ F = No

// …AND THE REST

Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, remarkable is the fact that Gen Yers in China are fan of the Pope.

0% 10% 20% 30% 40% 50%

Lance Armstrong

Serena Williams

Kate Moss

Nicolas Sarkozy

Jessica Alba

Brad Pitt

George Clooney

Richard Branson

Oprah Winfrey

Demi Moore

Bono

Nelson Mandela

Mark Zuckerberg

Richard Gere

Sandra Bullock

Herman Van Rompuy

63%

29%

26%

24%

22%

19%

18%

16%

14%

10%

9% 7% 7% 6% 5%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Rea

ding

(boo

ks, n

ewsp

aper

s...)

List

enin

g to

mus

ic

Gam

ing

(com

pute

r / c

onso

le)

Han

ging

out

with

frie

nds

Shop

ping

Goi

ng to

the

cine

ma

Spor

ting

/ Exe

rcis

ing

Wat

chin

g te

levi

sion

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng o

ut (b

ar, d

isco

...)

Coo

king

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)

Han

ging

out

, doi

ng n

othi

ng

Cha

tting

/ te

leph

onin

g



N = 261 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, Levi’s, Adidas, Mars, Apple and iPhone are the coolest brands.



0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Levi’sZaraA&F

T. HilfigerDiesel

H&M

AdidasNike

C. AllstarsPuma

MarsPepsi

M&M’sCoca-Cola

DoritosRed Bull

McDonald’s

AppleSony

MicrosoftNintendo

DellHP

L’OrealDove

Axe / LynxGiletteNivea

NokiaiPhone

SamsungSony Eric.

// Hot takeaways Almost 1 out of 3 Chinese Yers believe they’re cool. They’re fond of cities like Paris (36%), New York (34%) and Dubai (30%). Compared to other countries, Chinese Y’ers are proud of their capital city. According to 21% of the Chinese Yers Beijing is the coolest place on earth. Chinese Gen Yers are huge fans of Bill Gates (30%), Lady Gaga (26%) and the pope (20%)! Across categories, Apple, its mobile phone brand iPhone and Sony are the coolest brands. More than 70% of Gen Yers agree with this. Personal Care brands are perceived as less cool.

//BRASIL






Gender

Age


Private situation


100%

75%

50%

25%

N = 254 / F = No

50% of the Brazilian Y’rs think they’re cool!

Brazil Average cross studied countries


N = 254 / F = No


Across countries, New York is by far the coolest place on earth. Brazilian youngsters are not so proud of their capital city. 20% thinks Sao Paolo is the coolest place on earth.

45%

35%

32%

29%

26%

25%

20%

18%

17%

12%

0% 20% 40% 60%

New York

Paris

London

Los Angeles

Tokyo

Amsterdam

Sao Paolo

Dubai

Milan

Barcelona

46%

33%

29%

24%

21%

18%

18%

16%

14%

14%

12%

10%

8% 6% 5%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Hav

ing

sex

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Wat

chin

g te

levi

sion

Goi

ng to

the

cine

ma

Gam

ing

(com

pute

r / c

onso

le)

Spor

ting

/ Exe

rcis

ing

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng o

ut (b

ar, d

isco

...)

Shop

ping

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

a c

once

rt

Taki

ng c

are/

play

ing

with

my

pet(s

)


35° 50°

45°

40°

35°

30°

25°

20°

15°

10°

5°

0°

27°

26°

0°

0°

0°


N = 254 / F = No



Herman van Rompuy

Lady GaGa

Johnny Depp

Angelina Jolie Angela Merkel

Lance Armstrong

35%

27%

26%

20%

16%

15%

14%

14%

12%

12%

11%

11%

10%

10%

7%

5%

0% 10% 20% 30% 40% 50%

Lady Gaga

Angelina Jolie

Johnny Depp

Madonna

Paris Hilton

David Beckham

Pink

Brad Pitt

Bill Gates

Barack Obama

Sandra Bullock

Oprah Winfrey

Bono

Steve Jobs

Cristiano Ronaldo

George Clooney


N = 254/ F = No

// …AND THE REST

Across countries, it’s clear that sports(wo)men are less cool than pop artists and actors/actresses, Gen Yers in Brazil are more fond of famous women than famous men.

46%

33%

29%

24%

21%

18%

18%

16%

14%

14%

12%

10%

8% 6% 5%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

ng o

n th

e in

tern

et

Han

ging

out

with

frie

nds

List

enin

g to

mus

ic

Hav

ing

sex

Rea

ding

(boo

ks, n

ewsp

aper

s...)

Wat

chin

g te

levi

sion

Goi

ng to

the

cine

ma

Gam

ing

(com

pute

r / c

onso

le)

Spor

ting

/ Exe

rcis

ing

Che

ckin

g m

y so

cial

net

wor

ks

Goi

ng o

ut (b

ar, d

isco

...)

Shop

ping

Han

ging

out

, doi

ng n

othi

ng

Goi

ng to

a c

once

rt

Taki

ng c

are/

play

ing

with

my

pet(s

)


0% 10% 20% 30% 40% 50%

Nelson Mandela

Leonardo DiCaprio

Jessica Alba

Richard Gere

Kate Moss

Demi Moore

Mark Zuckerberg

The Pope

Serena Williams

Richard Branson

Nicolas Sarkozy

Tiger Woods

George W. Bush

Lance Armstrong

Angela Merkel

Herman Van Rompuy


N = 254 / F = No


Clothing

Sports

Food & Drinks

Technology

Personal Care

Mobile

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

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)


Across categories, Levi’s, Nike, Coca Cola, Apple and

iPhone, are the coolest brands.


0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Levi’sDiesel

A&FZara

T. HilfigerH&M

NikeC. Allstars

PumaAdidas

Coca-ColaDoritos

Red BullPepsi

McDonald’sM&M’s

Mars

AppleSony

NintendoDell

MicrosoftHP

GiletteDove

L’OrealAxe / Lynx

Nivea

NokiaiPhone

SamsungSony Eric.

// Hot takeaways 50% of the Brazilian Gen Yers think they’re cool. They’re fond of cities like New York (45%), Paris (35%) and London (32%). Across categories, Apple, its mobile phone brand iPhone, Nike and Levi’s are the coolest brands. More than 2 out of 3 Gen Yers agree with this. Personal Care brands are perceived as less cool. Only Gilette is seen as cool by half of the population.

The book is about connecting with a new generation (Generation Y) which will determine how society and the consumer markets will evolve in the next 3 decades. The book is based on 5 years of intense new market research and insights and case studies of MTV teams from all over the world, and offers insights in the psychology and behaviour of “the Millennials” as consumers. The book describes the five main characteristics of successful youth brands and will help companies get in touch with this new generation of consumers by understanding their preferences and dislikes. The book is interspersed with case studies and interviews with global marketing executives at international brands such as H&M, Coca-Cola, Levi’s, Nike, Nokia and Jack & Jones. It presents creative ideas to its readers about how to position, develop and promote brands and how to make them relevant for Generation Y. More info and updates on: http://www.howcoolbrandsstayhot.com

The book has just won the ‘Marketing Book of The Year 2011’ award. 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 this award on: http://www.marketingbookoftheyear.org

How Cool Brands Stay Hot

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

//GLOBAL

Next to these country-specific reports, we also created press releases for (click the country icon to read the country-specific press release)

-  United States -  Belgium NL FR -  The Netherlands

cool today, gone tomorrow? (by generation y around the world)

Business