generation y around the world: global youth research by insites consulting

Generation Y around the world Results of our new global youth study

Joeri Van den Bergh Follow @joeri_insites on Twitter Pieter De Vuyst http://www.howcoolbrandsstayhot.com

STUDY in 16 COUNTRIES WORLDWIDE 4.056 consumers (15 – 25 y.o.), representative total country population (region, gender, age). 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.

// OUR COOL COUNTRIES

IN OUR INTERNATIONAL STUDY WE’VE FOCUSSED ON 6 DIFFERENT TOPICS In this report you’ll find out everything you need to know about Generation Y’s view on the future, work and life. 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 (click the country icon to read the country-specific press release) -  United States -  United Kingdom -  Belgium NL FR -  The Netherlands

Interested in the results of Brazil, China, Denmark, France, Germany, India, Italy, Poland, Romania, Russia, Sweden or Spain? Contact us via [email protected]

//GLOBAL

Gen Y, a.k.a. the millennial generation, boys and girls between 15-30, is increasingly entering the job market. Since they are globally a bigger cohort than their predecessors (Gen X), their influence on society, politics and business the next decades will be higher and comparable to the influential Babyboomer generation. But this new active generation feels that they are not taken serious at this point. Not only by politicians and the government but also by corporations and brands.

// HOT TAKEAWAYS Gen Y is the internet generation. Online surfing is the number one activity during leisure time (especially in China and India). Millennials look for social proximity as well though (like hanging out with friends) and feel respected by the people surrounding them (partner, parents, friends). Russian, Chinese and Indian Yers feel they get enough attention from brands (approx. 1/2). European Yers are less convinced. Regardless of the country, brands should create an own style and evoke happiness. For some countries (Romania, USA, China), authenticity is key, so is brand asset. Only a minority of Gen Yers across the globe feel respected by the job market. Moreover the economic crisis is worrying a lot of Millennials.

//UNITED STATES

57 % of the American

Y’ers consider themselves to be a

HAPPY person!

19 % says they use soft

drugs!

20 % does not feel equally comfortable in heterosexual and

homosexual company

//Gen Yers IN THEIR LEISURE TIME

Leisure time = ‘me’- time! 1 out of 3 likes surfing on the internet most in their leisure time. Hanging out with friends is just as popular. Listening to music is a strong third.

Q: During your leisure time, which of these activities do you like the most?

33%

33%

29%

26%

25%

18%

18%

16%

16%

13%

10%

9%

8%

7%

7%

0% 10% 20% 30% 40% 50% 60% 70%

Surfing on the internet

Hanging out with friends

Listening to music

Watching television

Gaming (computer / console)

Having sex

Reading (books, newspapers...)

Shopping

Sporting / Exercising

Hanging out, doing nothing

Going to the cinema

Checking my social networks

Cooking

Chatting / telephoning

Going out (bar, disco...)N = 251 / F = No

33%

33%

29%

26%

25%

18%

18%

16%

16%

13%

10%

9% 8% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

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tern

et

Han

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Wat

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Gam

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Hav

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USA Average cross studied countries

//Gen Yers IN THE FUTURE Q: Suppose there weren’t any kind of limitations, which of the following things would you like to realize? I would like to become a famous...

N = 261 / F = No

15% of American youngsters want to become a musician/artist. Being a company leader (10%) comes in second, which is remarkable in the current economical climate, but a lot less compared to other countries. American Y’ers do not want to become a TV-personality as such.

15%

10%

10%

10%

9%

9%

6%

5%

4%

3%

3%

2%

0% 5% 10% 15%

…musician / artist

...company leader

...scientist

…writer / author

…actor/actress

...model

...kitchen chef

...designer

…sport(wo)man

...pop idol

…politician

…movie director

…comedian

...media figure

…TV presenter

N = 251 / F = No

33%

33%

29%

26%

25%

18%

18%

16%

16%

13%

10%

9% 8% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

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tern

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// DNA OF BRANDS Q: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to?

In their identity search, Gen Yers especially look for brands that are up-to-date (37%) and have an own style (33%). To achieve this, brands have to be real / authentic (32%) and unique (32%).

36%

33%

32%

32%

30%

30%

27%

27%

26%

23%

18%

15%

14%

13%

0% 10% 20% 30% 40% 50% 60%

Up-to-date

Own style

Real / authentic

Unique

Clean reputation

Makes me feel happy

I can identify myself with

Fun

Cool

Clear and simple

Trendy

Takes into account health

Ecologically engaged

...is luxurious and glamorous

N = 251 / F = No

33%

33%

29%

26%

25%

18%

18%

16%

16%

13%

10%

9% 8% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

Surfi

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tern

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7%

6%

5%

9%

15%

13%

13%

21%

23%

33%

39%

48%

75%

74%

67%

67%

63%

53%

50%

32%

31%

27%

19%

17%

YESNO

Q: In our daily lives, we are in contact with our friends and family, but also with companies and brands, the government and politicians, the society in general... the world! Thinking back to those experiences, to what extent do you feel you get the attention you deserve from…

// GEN Yers IN THE SPOTLIGHTS

Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get the attention they deserve from brands. Pay attention, these are the consumers of the future! Dear politicians, be aware of the youngster's revolt!

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2

1 - No influence at all

2

average / 2

average / 2

4

5 - A lot of influence

TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

3 - Neutral

4


TOP 2

Rest

YESNO

1 – Definitely not 5 – Definitely

Your partner

Your mom

Your family

Your friends

Your dad

Your colleagues / classmates

Your boss / teacher

Brands

Your neighbours

The job market

The government

Politicians

N = 251 / F = No *N > 50 / F = if applicable

Q: We would like you to estimate the influence you have on your parents for each of the following aspects. // THE INFLUENCE OF Gen Yers

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

3 - Neutral

4


TOP 2

Rest

YESNO

Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when it comes to adopting technologies (51%) and buying products/services (41%). Yers have limited influence on their parent’s clothing style (21%) and political choices (18%) in the US.

17%

25%

33%

31%

34%

31%

34%

44%

37%

37%

45%

52%

51%

41%

36%

33%

31%

30%

28%

26%

26%

26%

21%

18%

INFLUENCENO INFLUENCE

Adopting technologies

Buying products/services

Tv / movies

Visting shops

Holiday destinations

Visiting bars, restaurants, museums, etc.

Environmental behaviour

Music choice

Preference brands

Visiting cities

Clothing style

Political choices

N = 251 / F = No

Q: Below you can find a list of sectors. We would like to know which are the best sectors in the world to work in. Could you please indicate the sectors you would definitely like to work in? And which sectors would you never want to work in?

// Gen Yers ON THE JOB MARKET

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVER

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVER

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVERYoung people are attracted to technology intensive companies. Their favourite sectors are ‘Pharmaceutics / healthcare’ (27%) and ‘Computer and ICT’ (24%). The ‘Travel & entertainment sector’ is also very popular.

Pharmaceutical sector / healthcare sector Computer and ICT sector (software and hardware) Travel & entertainment Media, publishing and broadcasting sector The government Fashion Food & beverages Financial services, banks and insurances Defense Cosmetic sector Retail sector Advertising & consulting Porn industry Automotive sector Nuclear energy sector Telecommunications Catering sector Alcohol and tobacco sector Fast food sector Chemical sector Diamond sector Oil/petrol sector

3%6%2%3%

16%12%4%6%9%10%8%2%

41%8%

14%7%5%

26%30%

10%5%

20%

27%24%24%18%

16%16%14%11%8%8%8%7%

7%7%6%6%5%

4%4%

4%3%

2%

EVERNEVER

N = 251 / F = No

Career path @ current employer

Q: How long do you see yourself working for your current employer? – Q: To what extent do you consider becoming self-employed in the near or distant future? // Gen Yers AND THEIR CAREER PATH

N = 74 / F = If currently having a job

19%

20%

24%

6%

13%

Max

imum

1 y

ear

10%

12%

17%

11%

34%

Maximum 1 year Maximum 2 yearsMaximum 5 years Maximum 10 yearsEntire career

No Idea 17% 16%

Consideration to become Self-Employed

N = 251 / F = No

Not at all Not a this stage Yes

1 out of 10 American Millennials who are currently working, see themselves working their entire career for their

current employer. For 38%, the career path will lead them to a new job within 2

years.

Overall, half of the American Yers considers to become self-employed. This is a lot less compared to the other

studied countries.

16%

22%

30%

7%

11%

13%

32%56%

Q: Below you have a list of global issues. Suppose you were in charge. Which of the following issues would you tackle first? You can move the items from left to right with the arrows or by dragging them. (The higher, the better)

// Gen Yers AND WORLD PROBLEMS

Of the top 5 world problems, 3 are related to ecological behaviour. Generation Y is a green generation! The economic crisis is worrying a lot of Millennials in the U.S.A. and the rest of the world. Global warming is considered to be a smaller problem by American youngsters compared to other countries.

11,2 9,1 8,8 7,9 7,8 7,6 7,4 7,3 7,2 7,1 6,9 6,1 5,7 4,80

1

2

3

4

5

6

7

8

9

10

11

12

13

14

Economiccrisis

Airpollution

Waterpollution

Globalwarming

RacismRadicalism

Immigration Deforestation Lostfossilefuels

Wastemountain

3rd WorldUnder-

developm.

Absencebusiness

ethics

Geneticallymanipulated

food

GlobalisationIdentity loss

Agingpopulation

N = 251 / F = No

33%

33%

29%

26%

25%

18%

18%

16%

16%

13%

10%

9% 8% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

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Q: What do you think you might do differently compared to your parents when raising your child(ren)? // Gen Yers AND THEIR CHILDREN

American generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to listening and being an educator, they feel they’ll do a better job. Concerning to the other studied countries, American Yers will keep the same balance between being a ‘friend’ and an ‘educator’ when raising their children.

Mild

Talking

Punishing

Impatient

Being a friend

Being supportive

Explain proactively

Rational

Help them to achieve something

Pass them a certain lifestyle

Strict

Listening

Rewarding

Patient

Being an educator

Give more responsibility

Wait for questions

Emotional

Help them being happy

Let them find their own way

I would do exactly the same as my parents

-2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0

N = 164 / F = If having a child, or planning to have a child

-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

USA

Average cross studied countries

Q: I believe there is a God // GOD IS EVERYWHERE… ALSO IN THE U.S.A.

N = 261 / F = No / % represent the amount of people that (completely) agrees with this statement

19%

80%

25%

33%

23%

32%

75%

53%

61%

78%

60%

23%

32%

39%

54%

25%

54 % of the American

Y’ers think there’s a

GOD!

51 % of the American Y’ers

find ECOLOGICAL

behaviour important!

39 % of the American Y’ers is NOT

prepared to FIGHT for the U.S.A.!

// Hot takeaways US Yers like to surf on the internet (34%) and hanging out with friends (33%). They feel they get enough attention from their direct social environment (approx. 7/10), but they feel abandoned by brands (21%), the job market (33%) and especially by the government (39%) and the politicians (48%). They have a lot of influence on today’s financial powerful consumers though. Especially when it comes to adopting technologies (51%) and buying products/services (41%), Gen Yers have a strong influence on their parents. these influential Gen Yers especially look for contemporary brands (36%) that fit their own style (33%).

//UNITED KINGDOM

55 % of the UK Y’ers

consider themselves to be a

HAPPY person!


drugs!


homosexual company


Leisure time = ‘me time’! 1 out of 3 yers prefers to surf on the internet.in their leisure time. Hanging out with friends comes second. Compared to other countries, music is a very powerful medium in the UK as more than 1 out of 4 youngsters take time to listen to it


34%

32%

27%

22%

20%

18%

17%

17%

15%

15%

14%

11%

9%

7%

7%

0% 10% 20% 30% 40% 50% 60% 70%



Listening to music

Watching television




Shopping

Having sex


Going out (bar, disco...)

Going to the cinema

Hanging out, doing nothing

Visit family

Making music (DJ, instrument...)

UK


N = 249 / F = No

34%

32%

27%

22%

20%

18%

17%

17%

15%

15%

14%

11%

9% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

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UK Average cross studied countries


N = 261 / F = No

UK youngsters dream of becoming a sportsman (18%). Being a musician (12%) or company leader (8%) are second and third most important. UK Y’ers do not want to become a media figure or Politician.

13%

12%

9%

9%

8%

7%

6%

6%

5%

4%

4%

3%

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

…sport(wo)man


...company leader

...scientist

…writer / author

…actor/actress

...model

...designer

…comedian

…movie director

...pop idol

…TV presenter

...kitchen chef

…politician

...media figure

N = 249 / F = No

34%

32%

27%

22%

20%

18%

17%

17%

15%

15%

14%

11%

9% 7% 7%

0%10

%20

%30

%40

%50

%60

%70

%

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Gen Yers in the UK look for Unique brands (37%) that are up-to- date (33%). Today’s teenagers and twentiers are responsible and search for brands with a clean reputation and which make them happy.

37%

33%

31%

31%

30%

27%

26%

25%

23%

22%

19%

19%

14%

14%

0% 10% 20% 30% 40% 50% 60%

Unique

Up-to-date

Makes me feel happy

Clean reputation

Own style

Real / authentic

Clear and simple


Fun

Cool

Trendy

...has a high status

...is luxurious and glamorous

...has a clear position

N = 249 / F = No

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...)




Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get the attention they deserve from brands. Pay attention, these are the consumers of the future! Dear politicians, be aware of the youngster's revolt!

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

3 - Neutral

4


TOP 2

Rest

YESNO


0%

7%

7%

6%

15%

11%

16%

21%

36%

42%

53%

61%

75%

74%

72%

71%

60%

56%

45%

30%

28%

21%

17%

13%

YESNO

Your partner*

Your mom

Your friends

Your family

Your dad


Your boss / teacher

Brands

Your neighbours

The job market

The government

Politicians

N >200/ F = No *N > 50 / F = if applicable


4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

3 - Neutral

4


TOP 2

Rest

YESNO

Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when it comes to adopting products they buy (53%) and brands they prefer (42%). Yers have limited influence on their parent’s music choice (28%) and television programs they watch(19%).

20%

22%

22%

25%

29%

28%

32%

33%

36%

33%

28%

46%

53%

42%

39%

37%

33%

33%

32%

32%

29%

29%

28%

19%


The products/services they buy

The brands they like/prefer

The shops they visit

The political choices they make

The bars, restaurants, museums, etc. they visit

The cities they visit

The technologies they adopt

Their environmental behaviour

Their holiday destinations

The clothes they wear

The music they listen to

The television programmes and movies they watch

N = 249 / F = No



2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVER

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVER

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVERYoung people are attracted to glamour and glitter. Their favourite sectors are ‘Media’ (28%) and ‘Travel and entertainment’ (25%). ‘Fashion’ finishes in third place (21%).

2%2%

10%10%6%7%5%

16%4%

46%6%6%

10%5%

13%3%

11%14%10%11%

25%33%

28%25%

21%18%17%15%12%

11%11%

10%9%8%8%7%

7%7%

6%6%5%5%

4%2%

EVERNEVER

Media, publishing and broadcasting sector Travel & entertainment Fashion Financial services, banks and insurances Computer and ICT sector (software and hardware) Pharmaceutical sector / healthcare sector Advertising & consulting The government Food & beverages Porn industry Retail sector Telecommunications Defense Automotive sector Oil/petrol sector Diamond sector Cosmetic sector Nuclear energy sector Catering sector Chemical sector Alcohol and tobacco sector Fast food sector

N = 249 / F = No




19%

20%

24%

6%

13%

Max

imum

1 y

ear

10%

12%

17%

11%

34%

Max

imum

1 y

ear

10%

12%

17%

11%

34%


No Idea 17% 13%


N = 249 / F = No


Only 10% of the UK youngsters see themselves working their entire career

for their current employer. More than half of the youngsters will find themselves working for a new employer within a

maximum of 5 years.

Overall, 52% of the UK Yers considers to become self-

employed. This is a less compared to the other studied countries.

10%

38%52%

28%

14%

27%

8%

10%



The economic crisis is worrying the most Millennials in the UK. Global warming is seen as the second most worrying world problem. The third world under development is considered to be the third most important by UK youngsters. Compared to other countries less UK youth worry about the aging population and genetically manipulated food.

10,3 9,3 8,7 8,3 8,2 8,0 7,8 7,7 7,7 7,4 6,1 5,6 5,3 4,60

1

2

3

4

5

6

7

8

9

10

11

12

13

14

Economiccrisis

Globalwarming

3rd WorldUnder-

developm.

Airpollution

RacismRadicalism

Immigration Waterpollution

Deforestation Lostfossilefuels

Wastemountain

Absencebusiness

ethics


Agingpopulation


food

N = 249 / F = No

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 generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to giving more responsibility, they feel they’ll do a far better job. UK Yers will keep the same balance between being ‘mild’ and ‘strict’ when raising their children.

Mild

Talking

Punishing

Impatient

Being a friend

Being supportive

Explain proactively

Rational



Strict

Listening

Rewarding

Patient

Being an educator


Wait for questions

Emotional




-2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0


-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

UK


Q: I believe there is a God // 39% OF THE UK YOUNGSTERS BELIEVE

19%

80%

25%

33%

23%

32%

75%

53%

61%

78%

60%

23%

32%

39%

54%

25%


39 % of the UK Y’ers

think there’s a GOD!

75 % of the UK Y’ers would

love to get MARRIED and

start a FAMILY!

78 % of the UK Y’ers want to make

TIME FOR THEMSELVEs (like.

travelling) some time in their

career.

// Hot takeaways UK Yers like to surf on the internet (34%) and hanging out with friends (32%). They feel they get enough attention from their direct social environment (approx. 7/10), but they feel abandoned by brands (21%), the job market (43%) and especially by the government (53%) and the politicians (61%). They have a lot of influence on today’s financial powerful consumers though. Especially when it comes to buying products/services (53%) and the brand choice (42%), Gen Yers have a strong influence on their parents. these influential Gen Yers especially look for unique (37%) and contemporary (33%) brands.

//BELGIUM

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8%

8%

7%

0% 10% 20% 30% 40% 50% 60% 70%


Watching television


Listening to music

Shopping





Having sex


Cooking

Going to the cinema

Taking care/playing with my pet(s)



Leisure time = ‘me’- time! 1 out of 3 is surfing on the internet. Compared to other countries, TV is still a very powerful medium in Belgium as more than 1 out of 4 youngsters take time to watch it. Hanging out with friends comes as third.


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

N = 261 / F = No


N = 261 / F = No

14%

12%

12%

10%

9%

8%

5%

5%

4%

3%

3%

1%

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

...company leader


…sport(wo)man

...scientist

…actor/actress

…writer / author

...kitchen chef

...model

...designer

...pop idol

…movie director

…TV presenter

…comedian

...media f igure

…politician

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...

)


In the current economic climate, it’s remarkable that today’s youngsters especially want to become a company leader (14%) in the future. Being a musician (12%) or sportman (12%) comes in second. Belgian Y’ers do not want to become a TV-personality as such.

N = 261 / F = No

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8% 8% 7% 6% 5% 4% 3% 2% 2%

0%10

%20

%30

%40

%50

%60

%70

%

Surf

ing

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...

)


// DNA OF BRANDS

37%

34%

31%

28%

27%

27%

25%

24%

23%

22%

20%

20%

19%

17%

0% 10% 20% 30% 40% 50% 60%

Own style

Makes me feel happy

Clean reputation


Clear and simple

Surprises me as a customer

Unique

Fun


Ecologically engaged

Up-to-date

Trendy

Real / authentic

Cool

Q: Brands and products can have several characteristics. Could you, from the list below, indicate the 5 most important characteristics a brand / product should respond to?

N = 261 / F = No

In their identity search, Gen Yers especially look for brands with an own style (37%) who make them happy (34%). Today’s teenagers and twentiers are responsible and search for brands with a clean reputation which pays attention to health issues.

0%

6%

5%

7%

15%

10%

14%

27%

24%

30%

72%

70%

89%

79%

74%

70%

65%

55%

39%

29%

25%

22%

7%

5%

YESNO

Your partner

Your mom

Your friends

Your family

Your dad


Your boss / teacher

Your neighbours

Brands

The job market

The government

Politicians



N = 261 / F = No *N > 50 / F = if applicable

Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get the attention they deserve from brands. Pay attention, these are the consumers of the future! Dear politicians, be aware of youth’s revolt!

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

3 - Neutral

4


TOP 2

Rest

YESNO


16%

16%

25%

26%

27%

28%

34%

34%

43%

36%

43%

52%

53%

46%

40%

37%

36%

28%

29%

24%

24%

21%

22%

14%


Adopting technologies

Buying products/services

Tv / movies

Visting shops

Holiday destinations

Environmental behaviour

Visiting bars, restaurants, museums, etc.

Visiting cities

Clothing style

Preference brands

Music choice

Political choices


N = 261 / F = No

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

3 - Neutral

4


TOP 2

Rest

YESNO

Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when it comes to adopting technologies (53%) and buying products/services (46%). Yers have limited influence on their parent’s music choice (22%) and political choices (14%). Remember…their parents are the BabyBoomer generation!

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

EVERNEVER



N = 261 / F = No

Travel & entertainment Media, publishing and broadcasting sector Pharmaceutical sector / healthcare sector Computer and ICT sector (software and hardware) Advertising & consulting Fashion Financial services, banks and insurances Food & beverages Automotive sector Catering sector Retail sector Telecommunications Cosmetic sector Chemical sector Diamond sector The government Defense Alcohol and tobacco sector Oil/petrol sector Nuclear energy sector Fast food sector Porn industry

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVER

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVER

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVERYoung people are attracted to glamour and glitter. Their favourite sectors are ‘Travel & Entertainment’ (27%) and ‘Media’ (24%). The ‘Pharmaceutical / healthcare’ sector’ comes surprisingly as third.




19%

20%

24%

6%

13%

Max

imum

1 y

ear

10%

12%

17%

11%

34%

Max

imum

1 y

ear

10%

12%

17%

11%

34%


No Idea 17% 16%


N = 261 / F = No

23%

31%

46%


1 out of 3 Belgian millennials who are currently working, see themselves

working their entire career for their current employer. For 1 out of 5, the

career path will lead them to a new job within maximum 2 years.

Overall, half of the Belgian Yers

considers to become self-employed. This is a lot less compared to the other

studied countries.

10,0 9,8 9,2 8,9 8,4 8,1 7,9 7,7 7,0 6,6 6,5 5,2 4,9 4,70

1

2

3

4

5

6

7

8

9

10

11

12

13

14

Globalwarming

Economiccrisis

Waterpollution

Airpollution

Deforestation Wastemountain

3rd WorldUnder-

developm.

Immigration RacismRadicalism

Agingpopulation

Lostfossilefuels


Absencebusiness

ethics


food



N = 261 / F = No

32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8% 8% 7% 6% 5% 4% 3% 2% 2%

0%10

%20

%30

%40

%50

%60

%70

%

Surf

ing

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...

)


Of the top 5 world problems, 4 are related to ecological behaviour. Generation Y is a green generation! The economic crisis is worrying a lot of Millennials in Belgium and the rest of the world. Racism/Radicalism is a smaller problem for Belgian youngsters than for those in other countries.

-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

BelgiumAverage cross studied countries



-2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0

Mild

Talking

Punishing

Impatient

Being a friend

Being supportive

Explain proactively

Rational



Strict

Listening

Rewarding

Patient

Being an educator


Wait for questions

Emotional




Belgian generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to having patience, they feel they’ll do a better job. Compared to the other studied countries, Belgian Yers will keep the seem balance between being a ‘friend’ and an ‘educator’ when raising their children.

Q: I believe there is a God // GOD IS EVERYWHERE… EXCEPT IN BELGIUM


19%

80%

25%

33%

23%

32%

75%

53%

61%

78%

60%

23%

32%

39%

54%

25%

19 % of the Belgian

Y'’ers think there’s a

GOD!

61 % of the Belgian Y’ers find

ECOLOGICAL behaviour

important!

45 % of the Belgian Y’ers is NOT

prepared to FIGHT for Belgium!

// Hot takeaways Belgian Yers are looking for me-time during their leisure time. They like to surf on the internet (32%) and watch television (28%). Though Belgians are more into me-time, they feel they get enough attention from their direct social environment (approx. 8/10), but they feel abandoned by brands (24%), the job market (30%) and especially by the government (72%) and the politicians (70%). They have a lot of influence on today’s financial powerful consumers though. Especially when it comes to adopting technologies (53%) and buying products/services (46%). These influential Belgian Gen Yers especially look for brands with an own style (37%) and potential to arouse happy feelings (34%).

//THE NETHERLANDS

65 % of the Dutch Y'’ers consider themselves to be a

HAPPY person!


drugs!


homosexual company


Leisure time = ‘Spending time together’! 1 out of 3 is Hanging out with friends, in their leisure time. Listening to music comes second. Compared to other countries, TV is still a very powerful medium in The Netherlands as more than 1 out of 4 youngsters take time to watch it.


31%

28%

28%

27%

23%

22%

19%

18%

17%

15%

9%

9%

8%

8%

7%

0% 10% 20% 30% 40% 50% 60% 70%


Listening to music

Watching television





Having sex


Shopping



Cooking

Visit family

Chatting / telephoningN = 254 / F = No

31%

28%

28%

27%

23%

22%

19%

18%

17%

15%

9% 9% 8% 8% 7%

0%10

%20

%30

%40

%50

%60

%70

%

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


N = 261 / F = No

It’s very remarkable that Dutch youngsters don’t want to become a company leader (6%) in comparison to the average across countries. Being a musician (13%) or sportsman (13%) is most popular. Dutch Y’ers do not want to become a TV-personality as such.

13%

13%

10%

9%

7%

6%

6%

4%

3%

3%

2%

2%

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


…sport(wo)man

...scientist

…actor/actress

...model

...company leader

…writer / author

...designer

…comedian

...kitchen chef

...pop idol

…movie director

…politician

…TV presenter

...media figure

N = 254 / F = No

31%

28%

28%

27%

23%

22%

19%

18%

17%

15%

9% 9% 8% 8% 7%

0%10

%20

%30

%40

%50

%60

%70

%

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


32%

28%

28%

23%

20%

19%

18%

18%

17%

13%

12%

10%

8% 8% 7% 6% 5% 4% 3% 2% 2%

0%10

%20

%30

%40

%50

%60

%70

%

Surf

ing

on th

e in

tern

et

Wat

chin

g te

levi

sion

Hang

ing

out w

ith fr

iend

s

List

enin

g to

mus

ic

Shop

ping

Spor

ting

/ Exe

rcis

ing

Play

ing

gam

es o

n a

com

pute

r or c

onso

le

Read

ing

(boo

ks, n

ewsp

aper

s...)

Goi

ng o

ut (b

ar, d

isco

...)

Havi

ng s

ex

Upd

atin

g/ch

eckin

g m

y so

cial

net

wor

ks

Cook

ing

Goi

ng to

the

cine

ma

Takin

g ca

re/p

layi

ng w

ith m

y pe

t(s)

Mak

ing

mus

ic (D

J, in

stru

men

t...)

Visi

t fam

ily

Yout

h m

ovem

ent

Hang

ing

out,

doin

g no

thin

g

Chat

ting

/ tel

epho

ning

Goi

ng to

a c

once

rt

Follo

win

g a

cour

se (a

rt, p

hoto

grap

hy...

)



N = 254 / F = No

In their identity search, Gen Yers especially look for brands with an own style (43%) and breath out fun (39%). Today’s teenagers and twentiers are responsible and search for brands with a clean reputation.

43%

39%

34%

33%

31%

31%

27%

27%

19%

19%

17%

15%

15%

14%

0% 10% 20% 30% 40% 50% 60%

Own style

Fun

Clean reputation

Makes me feel happy


Up-to-date

Unique

Clear and simple

Real / authentic


Trendy

Surprises me as a customer

Cool

...breathes out power



Gen Yers feel especially respected by people from their direct environment. 1 out of 5 youngsters have the feeling they don’t get the attention they deserve from brands. Pay attention, these are the consumers of the future! Dear politicians, be aware of the youth's revolt!

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

3 - Neutral

4


TOP 2

Rest

YESNO


1%

6%

6%

7%

11%

7%

15%

26%

20%

25%

45%

43%

89%

81%

75%

74%

73%

64%

45%

29%

27%

25%

14%

13%

YESNO

Your partner*

Your mom

Your friends

Your family

Your dad


Your boss / teacher

Your neighbours

Brands

The job market

Politicians

The gouvernement

N > 200 / F = No *N > 80 / F = if applicable


4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

average / 2

4


TOP 2

Rest

YESNO

4%

5%

6%

6%

9%

7%

13%

19%

21%

30%

43%

55%

85%

80%

80%

78%

75%

70%

56%

43%

39%

31%

24%

19%

Rest

BOT 2


2

average / 2

3 - Neutral

4


TOP 2

Rest

YESNO

Yers are not only the generation of the future, they have a vast impact on today’s financial powerful consumers as well. Especially when it comes to adopting technologies (42%) and buying products/services (35%). Yers have limited influence on their parent’s environmental behaviour (16%) and political choices (13%). The important BabyBoomer generation…

24%

24%

30%

30%

35%

36%

36%

41%

43%

45%

41%

52%

42%

35%

31%

29%

27%

27%

23%

23%

21%

18%

16%

13%


The technologies they adopt

The products/services they buy

Their holiday destinations

The television programmes and movies they watch

The bars, restaurants, museums, etc. they visit

The shops they visit

The cities they visit

The clothes they wear

The music they listen to

The brands they like/prefer

Their environmental behaviour

The political choices they make

N = 254 / F = No



2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVER

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVER

2%2%

6%6%3%

14%10%5%6%8%2%5%

11%16%5%

15%15%20%21%27%18%

47%

27%24%

21%20%15%

18%12%10%10%10%7%7%9%10%6%8%5%3%3%4%0%

4%

Rest

No willingness

In my BOT3 sectors

Neutral

Neutral

In my TOP3 sectors

Willingness

Rest

EVERNEVERYoung people are attracted to glamour and glitter. Their favourite sectors are ‘Media’ (28%) and ‘Travel and entertainment’ (26%). ‘Computer and ICT sector and ‘Fashion’ share the third place (19%).

3%3%

8%14%7%1%

11%5%

12%12%2%

58%4%

18%1%

18%8%

17%22%23%

5%21%

28%26%

19%19%18%17%

14%11%11%11%8%

8%7%

6%6%

5%4%

4%4%4%

2%1%

EVERNEVER

Media, publishing and broadcasting sector Travel & entertainment Computer and ICT sector (software and hardware) Fashion Financial services, banks and insurances Advertising & consulting Pharmaceutical sector / healthcare sector Catering sector The government Defense Food & beverages Porn industry Telecommunications Chemical sector Retail sector Oil/petrol sector Automotive sector Cosmetic sector Alcohol and tobacco sector Nuclear energy sector Diamond sector Fast food sector

N = 254 / F = No




19%

20%

24%

6%

13%

Max

imum

1 y

ear

10%

12%

17%

11%

34%

Max

imum

1 y

ear

10%

12%

17%

11%

34%


No Idea 17% 16%


N = 254 / F = No


Only 15% of the Dutch youngsters see themselves working their entire career for their current employer. Almost half of

the youngsters will find themselves working for a new employer within a

maximum of 5 years.

Overall, 48% of the Dutch Yers considers to become self-

employed. This is a lot less compared to the other studied countries.

8%

18%

18%

8%

15%

17%

35%

48%



The economic crisis is worrying the most Millennials in The Netherlands. Water pollution is the second most worrying world problem. Racism/Radicalism is considered to be the third most important by Dutch youngsters. Compared to other countries less Dutch youngsters worry about air pollution and global warming.

9,9 9,1 8,7 8,5 8,2 8,1 7,8 7,4 7,2 7,1 6,6 5,9 5,6 4,80

1

2

3

4

5

6

7

8

9

10

11

12

13

14

Economiccrisis

Waterpollution

RacismRadicalism

Airpollution

Globalwarming

Deforestation 3rd WorldUnder-

developm.

Lostfossilefuels

Immigration Agingpopulation

Wastemountain

Absencebusiness

ethics



food

N = 254 / F = No

31%

28%

28%

27%

23%

22%

19%

18%

17%

15%

9% 9% 8% 8% 7%

0%10

%20

%30

%40

%50

%60

%70

%

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



Dutch generation Yers are rather satisfied about how they were raised by their parents. Only when it comes to having patience, they feel they’ll do a far better job. Dutch Yers will keep the seem balance between being ‘mild’ and ‘strict’ when raising their children.

Mild

Talking

Punishing

Impatient

Being a friend

Being supportive

Explain proactively

Rational



Strict

Listening

Rewarding

Patient

Being an educator


Wait for questions

Emotional




-2,0 -1,5 -1,0 -0,5 0,0 0,5 1,0 1,5 2,0

N =193/ F = If having a child, or planning to have a child

-2,0

-1,5

-1,0

-0,5

0,0

0,5

1,0

1,5

2,0

NETHERLANDSAverage cross studied countries

Q: I believe there is a God // 1/3 OF THE DUTCH YOUNGSTERS BELIEVE IN GOD

19%

80%

25%

33%

23%

32%

75%

53%

61%

78%

60%

23%

32%

39%

54%

25%


32 % of the Dutch Y’ers

think there’s a GOD!

74 % of the Dutch Y’ers

would FIGHT for a good

cause!

79 % of the Dutch Y’ers would love to

get married and start a FAMILY

// Hot takeaways Dutch Y’ers surf remarkably less on the internet (23%) compared to their international contemporaries. They prefer to hang out with friends instead (31%). Hence, it’s not a surprise they feel they get enough attention from their direct social environment (approx. 8/10), but they feel abandoned by brands (20%), the job market (25%) and especially by the government (43%) and the politicians (43%). They have a lot of influence on today’s financial powerful consumers though. Especially when it comes to adopting technologies (42%) and buying products/services (35%). These influential Dutch Gen Y’ers especially look for brands with an own style (43%) that breath out fun (39%).

//GLOBAL

THIS REPORT SHARED THE DETAILED RESULTS FOR (click the country icon to read the country-specific press release) -  United States -  United Kingdom -  Belgium NL FR -  The Netherlands

11 other countries were part of our study Interested in the results of Brazil, China, Denmark, France, Germany, India, Italy, Poland, Romania, Russia, Sweden or Spain? Contact us via [email protected]

// How Cool Brands Stay Hot 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

generation y around the world: global youth research by insites consulting

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