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// 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
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!
// 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
...)
USA Average cross studied countries
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
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
// …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
...)
USA Average cross studied countries
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 37%19-21 27%22-25 36%I’m still studying 53%No job, not looking for one 3%No job, looking for on 10%Job, < 1 year working experience 11%Job, 1 year working experience 6%Job, 2 years working experience 4%Job, 3 years working experience 3%Job, > 3 years working experience 9%Single, no kids 76%Single, kids 4%Partner, no kids 15%Partner, kids 5%
ProfessionalSituation
Private situation
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 = 249 / F = No
39% of the UK Y’rs think they’re cool!
UK 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 = 249 / F = No
//COOLEST PLACES ON EARTH
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...)
UK Average cross studied countries
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°
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 = 249 / 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
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
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 = 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...)
UK Average cross studied countries
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
Q: And how cool do you find the following brands / products?
N = 249 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
Across categories, iPhone, Apple, Coca Cola and
Converse Allstars are the coolest brands.
Personal Care brands are
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 254 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 37%19-21 27%22-25 37%I’m still studying 70%No job, not looking for one 2%No job, looking for on 4%Job, < 1 year working experience 6%Job, 1 year working experience 5%Job, 2 years working experience 2%Job, 3 years working experience 4%Job, > 3 years working experience 8%Single, no kids 66%Single, kids 3%Partner, no kids 28%Partner, kids 3%
Age
Gender
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 254 / F = No
38% of the Dutch Y’rs think they’re cool!
Netherlands 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 = 254 / F = No
//COOLEST PLACES ON EARTH
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
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 = 254 / 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
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
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 = 254/ 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%
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
Q: And how cool do you find the following brands / products?
N = 254 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
Across categories, iPhone, Apple, Coca Cola and
Converse Allstars are the coolest brands.
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%
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.
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 261 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
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
ProfessionalSituation
Age
Gender
Region
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 261 / F = No
35% of the Belgian Y’rs think they’re cool!
Belgium 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 = 261 / F = No
//COOLEST PLACES ON EARTH
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...
)
Belgium Average cross studied countries
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
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 = 261 / 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
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 = 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
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.
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
Q: And how cool do you find the following brands / products?
N = 261 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 257 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 38%19-21 26%22-25 36%I’m still studying 57%No job, not looking for one 4%No job, looking for on 12%Job, < 1 year working experience 8%Job, 1 year working experience 6%Job, 2 years working experience 1%Job, 3 years working experience 4%Job, > 3 years working experience 9%Single, no kids 66%Single, kids 2%Partner, no kids 27%Partner, kids 6%
ProfessionalSituation
Private situation
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 = 257 / F = No
35% of the Swedish Y’rs think they’re cool!
Sweden 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 = 257 / F = No
//COOLEST PLACES ON EARTH
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°
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 = 257 / 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
Nicolas Sarkozy
Herman van Rompuy
Angelina Jolie
Brad Pitt
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 = 257 / 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.
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
Q: And how cool do you find the following brands / products?
N = 257 / F = No
//COOLEST BRANDS ON EARTH
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...
)
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.
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 30%19-21 27%22-25 43%I’m still studying 68%No job, not looking for one 0%No job, looking for on 13%Job, < 1 year working experience 4%Job, 1 year working experience 3%Job, 2 years working experience 3%Job, 3 years working experience 2%Job, > 3 years working experience 6%Single, no kids 78%Single, kids 0%Partner, no kids 18%Partner, kids 4%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 249 / F = No
34% of the Spanish Y’rs think they’re cool!
Spain 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 = 249 / F = No
//COOLEST PLACES ON EARTH
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
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 = 249 / 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
Angelina Jolie
Serena Williams
Lance Armstrong
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 = 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 are not fond of politics at all, charismatic politicians like Obama and Mandela are still seen as cool people.
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
Q: And how cool do you find the following brands / products?
N = 249 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
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.
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 254 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 29%19-21 27%22-25 44%I’m still studying 41%No job, not looking for one 2%No job, looking for on 8%Job, < 1 year working experience 13%Job, 1 year working experience 8%Job, 2 years working experience 9%Job, 3 years working experience 7%Job, > 3 years working experience 13%Single, no kids 65%Single, kids 1%Partner, no kids 23%Partner, kids 11%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 254 / F = No
61% of the Russian Y’rs think they’re cool!
Russia 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 = 254 / F = No
//COOLEST PLACES ON EARTH
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
Russia Average cross studied countries
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°
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 = 254 / 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
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
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 = 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
Russia Average cross studied countries
Q: And how cool do you find the following brands / products?
N = 254 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
Across categories, Zara, Adidas, Coca cola, Microsoft,
iPhone and Nokia are the coolest brands.
Personal Care brands are
perceived as less cool.
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 258 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 37%19-21 25%22-25 38%I’m still studying 61%No job, not looking for one 0%No job, looking for on 8%Job, < 1 year working experience 9%Job, 1 year working experience 4%Job, 2 years working experience 5%Job, 3 years working experience 5%Job, > 3 years working experience 8%Single, no kids 75%Single, kids 0%Partner, no kids 22%Partner, kids 3%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 258 / F = No
42% of the Romanian Y’rs think they’re cool!
Romania 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 = 258 / F = No
//COOLEST PLACES ON EARTH
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
Romania Average cross studied countries
36° 50°
45°
40°
35°
30°
25°
20°
15°
10°
5°
0°
24°
20°
1°
1°
0°
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 = 258 / 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
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
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 = 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
Romania Average cross studied countries
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
Q: And how cool do you find the following brands / products?
N = 258 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
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
McDonald’sRed Bull
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 253 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 35%19-21 29%22-25 36%I’m still studying 66%No job, not looking for one 5%No job, looking for on 8%Job, < 1 year working experience 4%Job, 1 year working experience 4%Job, 2 years working experience 8%Job, 3 years working experience 3%Job, > 3 years working experience 3%Single, no kids 60%Single, kids 1%Partner, no kids 33%Partner, kids 6%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 253 / F = No
64% of the Polish Y’rs think they’re cool!
Poland 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 = 253 / F = No
//COOLEST PLACES ON EARTH
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
Poland Average cross studied countries
30° 50°
45°
40°
35°
30°
25°
20°
15°
10°
5°
0°
Johnny Depp
19°
17°
1°
1°
0°
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 = 253 / 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
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
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 = 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
Poland Average cross studied countries
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
Q: And how cool do you find the following brands / products?
N = 253 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
Across categories, H&M, Nike, M&M’s. Sony Apple and Nokia, are the coolest brands.
Personal Care brands are
perceived as less cool.
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
McDonald’sRed Bull
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 252 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 33%19-21 27%22-25 40%I’m still studying 69%No job, not looking for one 1%No job, looking for on 11%Job, < 1 year working experience 3%Job, 1 year working experience 4%Job, 2 years working experience 6%Job, 3 years working experience 2%Job, > 3 years working experience 5%Single, no kids 69%Single, kids 2%Partner, no kids 25%Partner, kids 4%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 252 / F = No
34% of the Italian Y’rs think they’re cool!
Italy 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 = 252 / F = No
//COOLEST PLACES ON EARTH
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
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 = 252 / 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
Angelina Jolie Serena Williams
Lance Armstrong
Nicolas Sarkozy
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 = 252 / 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.
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
Q: And how cool do you find the following brands / products?
N = 252 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 249 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 38%19-21 27%22-25 34%I’m still studying 57%No job, not looking for one 4%No job, looking for on 8%Job, < 1 year working experience 9%Job, 1 year working experience 7%Job, 2 years working experience 7%Job, 3 years working experience 2%Job, > 3 years working experience 6%Single, no kids 90%Single, kids 1%Partner, no kids 7%Partner, kids 2%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 249 / F = No
67% of the Indian Y’rs think they’re cool!
India 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 = 249 / F = No
//COOLEST PLACES ON EARTH
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
India Average cross studied countries
43° 50°
45°
40°
35°
30°
25°
20°
15°
10°
5°
0°
30°
21°
2°
1°
0°
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 = 249 / 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
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
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 = 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
India Average cross studied countries
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
Q: And how cool do you find the following brands / products?
N = 249 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
Across categories T. Hilfiger, Nike, McDonalds, Apple
and Nokia are the coolest brands.
Personal Care brands are perceived as less cool.
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 256 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 36%19-21 27%22-25 37%I’m still studying 59%No job, not looking for one 3%No job, looking for on 4%Job, < 1 year working experience 9%Job, 1 year working experience 7%Job, 2 years working experience 5%Job, 3 years working experience 5%Job, > 3 years working experience 8%Single, no kids 63%Single, kids 1%Partner, no kids 35%Partner, kids 1%
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 = 256 / F = No
37% of the German Y’rs think they’re cool!
German 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 = 256 / F = No
//COOLEST PLACES ON EARTH
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
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 = 256 / 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
George Clooney
Herman van Rompuy
Serena Williams
Nicolas Sarkozy
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 = 256 / 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.
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
Q: And how cool do you find the following brands / products?
N = 256 / F = No
//COOLEST BRANDS ON EARTH
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...
)
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. 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
iPhoneSony Eric.Samsung
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.
// 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 51%Female 49%15-18 37%19-21 27%22-25 36%I’m still studying 59%No job, not looking for one 2%No job, looking for on 6%Job, < 1 year working experience 9%Job, 1 year working experience 7%Job, 2 years working experience 6%Job, 3 years working experience 5%Job, > 3 years working experience 7%Single, no kids 72%Single, kids 2%Partner, no kids 21%Partner, kids 4%
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
58% of the French Y’rs think they’re cool!
France 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, 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
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
George Clooney Herman van Rompuy
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
// …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.
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
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
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...
)
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.
Coca-Cola, the best known brand in France, follows.
Personal Care brands are
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
McDonald’sRed Bull
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 262 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 51%Female 49%15-18 36%19-21 26%22-25 38%I’m still studying 68%No job, not looking for one 4%No job, looking for on 8%Job, < 1 year working experience 8%Job, 1 year working experience 3%Job, 2 years working experience 5%Job, 3 years working experience 2%Job, > 3 years working experience 2%Single, no kids 67%Single, kids 1%Partner, no kids 27%Partner, kids 5%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 262 / F = No
39% of the Danish Y’rs think they’re cool!
Denmark 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 = 262 / F = No
//COOLEST PLACES ON EARTH
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
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 = 262 / 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
Angela Merkel
G.W. Bush
Herman van Rompuy Nelson Mandela
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 = 262 / 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%
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
Q: And how cool do you find the following brands / products?
N = 262 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
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. 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
iPhoneSony Eric.Samsung
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 261 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 33%19-21 27%22-25 40%I’m still studying 49%No job, not looking for one 1%No job, looking for on 5%Job, < 1 year working experience 9%Job, 1 year working experience 10%Job, 2 years working experience 10%Job, 3 years working experience 6%Job, > 3 years working experience 10%Single, no kids 82%Single, kids 0%Partner, no kids 13%Partner, kids 5%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 261 / F = No
30% of the Chinese Y’rs think they’re cool!
China 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 = 261 / F = No
//COOLEST PLACES ON EARTH
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
China Average cross studied countries
30° 50°
45°
40°
35°
30°
25°
20°
15°
10°
5°
0°
26°
20°
3°
2°
1°
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 = 261 / 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
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
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 = 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
China Average cross studied countries
Q: And how cool do you find the following brands / products?
N = 261 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
Across categories, Levi’s, Adidas, Mars, Apple and iPhone are the coolest brands.
Personal Care brands are
perceived as less cool.
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.
// BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology • Online survey • Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size • N = 254 respondents • Screening: 15 – 25 years old • Quota representative on region, gender, age Questionnaire • Survey of 20 minutes
Male 50%Female 50%15-18 36%19-21 27%22-25 37%I’m still studying 38%No job, not looking for one 2%No job, looking for on 11%Job, < 1 year working experience 16%Job, 1 year working experience 9%Job, 2 years working experience 9%Job, 3 years working experience 5%Job, > 3 years working experience 11%Single, no kids 85%Single, kids 2%Partner, no kids 9%Partner, kids 5%
Gender
Age
ProfessionalSituation
Private situation
Q: First of all we would like to know how cool you find yourself? I am... // COOL Gen Yers
100%
75%
50%
25%
N = 254 / F = No
50% of the Brazilian Y’rs think they’re cool!
Brazil 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 = 254 / F = No
//COOLEST PLACES ON EARTH
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
)
Brazil Average cross studied countries
35° 50°
45°
40°
35°
30°
25°
20°
15°
10°
5°
0°
27°
26°
0°
0°
0°
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 = 254 / 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
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
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 = 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
)
Brazil Average cross studied countries
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
Q: And how cool do you find the following brands / products?
N = 254 / F = No
//COOLEST BRANDS ON EARTH
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...
)
Belgium Average cross studied countries
Across categories, Levi’s, Nike, Coca Cola, Apple and
iPhone, are the coolest brands.
Personal Care brands are perceived as less cool.
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’
@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