Generation Y around the World: global youth research by InSites Consulting
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Transcript of 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 Anke.Moerdyck@InSites-
Consulting.com
//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
//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%
Surf
ing
on th
e in
tern
et
Han
gin
g o
ut w
ith fr
iends
Lis
ten
ing to
music
Watc
hin
g te
levis
ion
Gam
ing (com
pute
r / c
onsole
)
Havin
g s
ex
Read
ing (books
, new
spapers
...)
Sh
op
pin
g
Sp
ort
ing /
Exerc
isin
g
Han
gin
g o
ut,
doin
g n
oth
ing
Go
ing to
the c
inem
a
Ch
eckin
g m
y s
oci
al n
etw
ork
s
Co
okin
g
Ch
attin
g /
tele
phonin
g
Go
ing o
ut (
bar,
dis
co...)
USA Average cross studied countries
//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%
Surf
ing
on th
e in
tern
et
Han
gin
g o
ut w
ith fr
iends
Lis
ten
ing to
music
Watc
hin
g te
levis
ion
Gam
ing (com
pute
r / c
onsole
)
Havin
g s
ex
Read
ing (books
, new
spapers
...)
Sh
op
pin
g
Sp
ort
ing /
Exerc
isin
g
Han
gin
g o
ut,
doin
g n
oth
ing
Go
ing to
the c
inem
a
Ch
eckin
g m
y s
oci
al n
etw
ork
s
Co
okin
g
Ch
attin
g /
tele
phonin
g
Go
ing o
ut (
bar,
dis
co...)
USA Average cross studied countries
// 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%
Surf
ing
on th
e in
tern
et
Han
gin
g o
ut w
ith fr
iends
Lis
ten
ing to
music
Watc
hin
g te
levis
ion
Gam
ing (com
pute
r / c
onsole
)
Havin
g s
ex
Read
ing (books
, new
spapers
...)
Sh
op
pin
g
Sp
ort
ing /
Exerc
isin
g
Han
gin
g o
ut,
doin
g n
oth
ing
Go
ing to
the c
inem
a
Ch
eckin
g m
y s
oci
al n
etw
ork
s
Co
okin
g
Ch
attin
g /
tele
phonin
g
Go
ing o
ut (
bar,
dis
co...)
USA Average cross studied countries
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
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
3 - Neutral
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
3 - Neutral
4
5 - A lot of influence
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%
Maxim
um
1 y
ear
10%
12%
17%
11%
34%
Maximum 1 year Maximum 2 years
Maximum 5 years Maximum 10 years
Entire 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 Lostfossile
fuels
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%
Surf
ing
on th
e in
tern
et
Han
gin
g o
ut w
ith fr
iends
Lis
ten
ing to
music
Watc
hin
g te
levis
ion
Gam
ing (com
pute
r / c
onsole
)
Havin
g s
ex
Read
ing (books
, new
spapers
...)
Sh
op
pin
g
Sp
ort
ing /
Exerc
isin
g
Han
gin
g o
ut,
doin
g n
oth
ing
Go
ing to
the c
inem
a
Ch
eckin
g m
y s
oci
al n
etw
ork
s
Co
okin
g
Ch
attin
g /
tele
phonin
g
Go
ing o
ut (
bar,
dis
co...)
USA Average cross studied countries
Q: 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%
// 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
//Gen Yers IN THEIR LEISURE TIME
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
Q: During your leisure time, which of these activities do you like the most?
34%
32%
27%
22%
20%
18%
17%
17%
15%
15%
14%
11%
9%
7%
7%
0% 10% 20% 30% 40% 50% 60% 70%
Surfing on the internet
Hanging out with friends
Listening to music
Watching television
Sporting / Exercising
Reading (books, newspapers...)
Gaming (computer / console)
Shopping
Having sex
Checking my social networks
Going out (bar, disco...)
Going to the cinema
Hanging out, doing nothing
Visit family
Making music (DJ, instrument...)
UK
Avera
ge c
ross s
tudie
d c
ountrie
s
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%
Su
rfin
g o
n the inte
rnet
Hangin
g o
ut w
ith friends
Lis
tenin
g to m
usic
Watc
hin
g tele
vis
ion
Sp
ort
ing / E
xerc
isin
g
Readin
g (
books, new
spapers
...)
Gam
ing (
com
pute
r / console
)
Sh
oppin
g
Havin
g s
ex
Checkin
g m
y s
ocia
l netw
ork
s
Goin
g o
ut (b
ar,
dis
co...)
Goin
g to the c
inem
a
Hangin
g o
ut, d
oin
g n
oth
ing
Vis
it fam
ily
Makin
g m
usic
(D
J, in
str
um
ent...)
UK Average cross studied countries
//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
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
…musician / artist
...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%
Su
rfin
g o
n the inte
rnet
Hangin
g o
ut w
ith friends
Lis
tenin
g to m
usic
Watc
hin
g tele
vis
ion
Sp
ort
ing / E
xerc
isin
g
Readin
g (
books, new
spapers
...)
Gam
ing (
com
pute
r / console
)
Sh
oppin
g
Havin
g s
ex
Checkin
g m
y s
ocia
l netw
ork
s
Goin
g o
ut (b
ar,
dis
co...)
Goin
g to the c
inem
a
Hangin
g o
ut, d
oin
g n
oth
ing
Vis
it fam
ily
Makin
g m
usic
(D
J, in
str
um
ent...)
UK Average cross studied countries
// 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?
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
I can identify myself with
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%
Su
rfin
g o
n the inte
rnet
Hangin
g o
ut w
ith friends
Lis
tenin
g to m
usic
Watc
hin
g tele
vis
ion
Sp
ort
ing / E
xerc
isin
g
Readin
g (
books, new
spapers
...)
Gam
ing (
com
pute
r / console
)
Sh
oppin
g
Havin
g s
ex
Checkin
g m
y s
ocia
l netw
ork
s
Goin
g o
ut (b
ar,
dis
co...)
Goin
g to the c
inem
a
Hangin
g o
ut, d
oin
g n
oth
ing
Vis
it fam
ily
Makin
g m
usic
(D
J, in
str
um
ent...)
UK Average cross studied countries
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
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
3 - Neutral
4
5 - A lot of influence
TOP 2
Rest
YESNO
1 – Definitely not 5 – Definitely
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 colleagues / classmates
Your boss / teacher
Brands
Your neighbours
The job market
The government
Politicians
N >200/ 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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
3 - Neutral
4
5 - A lot of influence
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%
INFLUENCENO INFLUENCE
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
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 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
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%
Maxim
um
1 y
ear
10%
12%
17%
11%
34%
Maxim
um
1 y
ear
10%
12%
17%
11%
34%
Maximum 1 year Maximum 2 years
Maximum 5 years Maximum 10 years
Entire career
No
Idea 17% 13%
Consideration to become
Self-Employed
N = 249 / F = No
Not at all Not a this stage Yes
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%
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
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
GlobalisationIdentity loss
Agingpopulation
Geneticallymanipulated
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%
Su
rfin
g o
n the inte
rnet
Hangin
g o
ut w
ith friends
Lis
tenin
g to m
usic
Watc
hin
g tele
vis
ion
Sp
ort
ing / E
xerc
isin
g
Readin
g (
books, new
spapers
...)
Gam
ing (
com
pute
r / console
)
Sh
oppin
g
Havin
g s
ex
Checkin
g m
y s
ocia
l netw
ork
s
Goin
g o
ut (b
ar,
dis
co...)
Goin
g to the c
inem
a
Hangin
g o
ut, d
oin
g n
oth
ing
Vis
it fam
ily
Makin
g m
usic
(D
J, in
str
um
ent...)
UK Average cross studied countries
Q: What do you think you might do differently compared to your parents when raising your child(ren)?
// Gen Yers AND THEIR CHILDREN
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
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
UK
Average cross studied countries
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%
N = 249 / F = No / % represent the amount of people that (completely) agrees with this statement
// 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%
Surfing on the internet
Watching television
Hanging out with friends
Listening to music
Shopping
Sporting / Exercising
Gaming (computer / console)
Reading (books, newspapers...)
Going out (bar, disco...)
Having sex
Checking my social networks
Cooking
Going to the cinema
Taking care/playing with my pet(s)
Making music (DJ, instrument...)
//Gen Yers IN THEIR LEISURE TIME
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.
Q: During your leisure time, which of these activities do you like the most?
32%
28%
28%
23%
20%
19%
18%
18%
17%
13%
12%
10%
8%
8%
7%
6%
5%
4%
3%
2%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Surf
ing o
n th
e in
tern
et
Watc
hin
g te
levis
ion
Hangin
g o
ut w
ith f
riends
Lis
tenin
g to
music
Shoppin
g
Sport
ing /
Exerc
isin
g
Pla
yin
g g
am
es o
n a
com
pute
r or
console
Readin
g (
books
, new
spapers
...)
Goin
g o
ut (b
ar,
dis
co...)
Havin
g s
ex
Updatin
g/c
hecki
ng m
y s
ocia
l netw
ork
s
Cooki
ng
Goin
g to
the c
inem
a
Taki
ng c
are
/pla
yin
g w
ith m
y p
et(
s)
Maki
ng m
usic
(D
J, in
str
um
ent...)
Vis
it fa
mily
Youth
movem
ent
Hangin
g o
ut, d
oin
g n
oth
ing
Chattin
g / tele
phonin
g
Goin
g to
a c
oncert
Follo
win
g a
cours
e (art
, photo
gra
phy...)
Belgium Average cross studied countries
N = 261 / F = No
//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
14%
12%
12%
10%
9%
8%
5%
5%
4%
3%
3%
1%
0% 5% 10% 15% 20% 25% 30%
...company leader
…musician / artist
…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 o
n th
e in
tern
et
Watc
hin
g te
levis
ion
Hangin
g o
ut w
ith f
riends
Lis
tenin
g to
music
Shoppin
g
Sport
ing /
Exerc
isin
g
Pla
yin
g g
am
es o
n a
com
pute
r or
console
Readin
g (
books
, new
spapers
...)
Goin
g o
ut (b
ar,
dis
co...)
Havin
g s
ex
Updatin
g/c
hecki
ng m
y s
ocia
l netw
ork
s
Cooki
ng
Goin
g to
the c
inem
a
Taki
ng c
are
/pla
yin
g w
ith m
y p
et(
s)
Maki
ng m
usic
(D
J, in
str
um
ent...)
Vis
it fa
mily
Youth
movem
ent
Hangin
g o
ut, d
oin
g n
oth
ing
Chattin
g / tele
phonin
g
Goin
g to
a c
oncert
Follo
win
g a
cours
e (art
, photo
gra
phy...)
Belgium Average cross studied countries
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 o
n th
e in
tern
et
Watc
hin
g te
levis
ion
Hangin
g o
ut w
ith f
riends
Lis
tenin
g to
music
Shoppin
g
Sport
ing /
Exerc
isin
g
Pla
yin
g g
am
es o
n a
com
pute
r or
console
Readin
g (
books
, new
spapers
...)
Goin
g o
ut (b
ar,
dis
co...)
Havin
g s
ex
Updatin
g/c
hecki
ng m
y s
ocia
l netw
ork
s
Cooki
ng
Goin
g to
the c
inem
a
Taki
ng c
are
/pla
yin
g w
ith m
y p
et(
s)
Maki
ng m
usic
(D
J, in
str
um
ent...)
Vis
it fa
mily
Youth
movem
ent
Hangin
g o
ut, d
oin
g n
oth
ing
Chattin
g / tele
phonin
g
Goin
g to
a c
oncert
Follo
win
g a
cours
e (art
, photo
gra
phy...)
Belgium Average cross studied countries
// 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
Takes into account health
Clear and simple
Surprises me as a customer
Unique
Fun
I can identify myself with
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 colleagues / classmates
Your boss / teacher
Your neighbours
Brands
The job market
The government
Politicians
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
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
3 - Neutral
4
5 - A lot of influence
TOP 2
Rest
YESNO
1 – Definitely not 5 – Definitely
16%
16%
25%
26%
27%
28%
34%
34%
43%
36%
43%
52%
53%
46%
40%
37%
36%
28%
29%
24%
24%
21%
22%
14%
INFLUENCENO INFLUENCE
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
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
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
3 - Neutral
4
5 - A lot of influence
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
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
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.
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 = 66 / F = If currently having a job
19%
20%
24%
6%
13%
Maxim
um
1 y
ear
10%
12%
17%
11%
34%
Maxim
um
1 y
ear
10%
12%
17%
11%
34%
Maximum 1 year Maximum 2 years
Maximum 5 years Maximum 10 years
Entire career
No
Idea 17% 16%
Consideration to become
Self-Employed
N = 261 / F = No
23%
31%
46%
Not at all Not a this stage Yes
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
Lostfossile
fuels
GlobalisationIdentity loss
Absencebusiness
ethics
Geneticallymanipulated
food
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
N = 261 / F = No
32%
28%
28%
23%
20%
19%
18%
18%
17%
13%
12%
10%
8%
8%
7%
6%
5%
4%
3%
2%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Surf
ing o
n th
e in
tern
et
Watc
hin
g te
levis
ion
Hangin
g o
ut w
ith f
riends
Lis
tenin
g to
music
Shoppin
g
Sport
ing /
Exerc
isin
g
Pla
yin
g g
am
es o
n a
com
pute
r or
console
Readin
g (
books
, new
spapers
...)
Goin
g o
ut (b
ar,
dis
co...)
Havin
g s
ex
Updatin
g/c
hecki
ng m
y s
ocia
l netw
ork
s
Cooki
ng
Goin
g to
the c
inem
a
Taki
ng c
are
/pla
yin
g w
ith m
y p
et(
s)
Maki
ng m
usic
(D
J, in
str
um
ent...)
Vis
it fa
mily
Youth
movem
ent
Hangin
g o
ut, d
oin
g n
oth
ing
Chattin
g / tele
phonin
g
Goin
g to
a c
oncert
Follo
win
g a
cours
e (art
, photo
gra
phy...)
Belgium Average cross studied countries
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
Belgium
Average cross studied countries
Q: What do you think you might do differently compared to your parents when raising your child(ren)?
// Gen Yers AND THEIR CHILDREN
N = 206 / 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
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
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
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%
// 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
//Gen Yers IN THEIR LEISURE TIME
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.
Q: During your leisure time, which of these activities do you like the most?
31%
28%
28%
27%
23%
22%
19%
18%
17%
15%
9%
9%
8%
8%
7%
0% 10% 20% 30% 40% 50% 60% 70%
Hanging out with friends
Listening to music
Watching television
Sporting / Exercising
Surfing on the internet
Gaming (computer / console)
Going out (bar, disco...)
Having sex
Reading (books, newspapers...)
Shopping
Making music (DJ, instrument...)
Checking my social networks
Cooking
Visit family
Chatting / telephoning
N = 254 / F = No
31%
28%
28%
27%
23%
22%
19%
18%
17%
15%
9%
9%
8%
8%
7%
0%
10%
20%
30%
40%
50%
60%
70%
Hangin
g o
ut w
ith friends
Lis
tenin
g to m
usic
Watc
hin
g tele
vis
ion
Sp
ort
ing / E
xerc
isin
g
Su
rfin
g o
n the inte
rnet
Gam
ing (
com
pute
r / console
)
Goin
g o
ut (b
ar,
dis
co...)
Havin
g s
ex
Readin
g (
books, new
spapers
...)
Sh
oppin
g
Makin
g m
usic
(D
J, in
str
um
ent...)
Checkin
g m
y s
ocia
l netw
ork
s
Cookin
g
Vis
it fam
ily
Chattin
g / t
ele
phonin
g
NETHERLANDS Average cross studied countries
//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
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%
…musician / artist
…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%
Hangin
g o
ut w
ith friends
Lis
tenin
g to m
usic
Watc
hin
g tele
vis
ion
Sp
ort
ing / E
xerc
isin
g
Su
rfin
g o
n the inte
rnet
Gam
ing (
com
pute
r / console
)
Goin
g o
ut (b
ar,
dis
co...)
Havin
g s
ex
Readin
g (
books, new
spapers
...)
Sh
oppin
g
Makin
g m
usic
(D
J, in
str
um
ent...)
Checkin
g m
y s
ocia
l netw
ork
s
Cookin
g
Vis
it fam
ily
Chattin
g / t
ele
phonin
g
NETHERLANDS Average cross studied countries
32%
28%
28%
23%
20%
19%
18%
18%
17%
13%
12%
10%
8%
8%
7%
6%
5%
4%
3%
2%
2%
0%
10%
20%
30%
40%
50%
60%
70%
Surf
ing o
n th
e in
tern
et
Watc
hin
g te
levis
ion
Hangin
g o
ut w
ith f
riends
Lis
tenin
g to
music
Shoppin
g
Sport
ing /
Exerc
isin
g
Pla
yin
g g
am
es o
n a
com
pute
r or
console
Readin
g (
books
, new
spapers
...)
Goin
g o
ut (b
ar,
dis
co...)
Havin
g s
ex
Updatin
g/c
hecki
ng m
y s
ocia
l netw
ork
s
Cooki
ng
Goin
g to
the c
inem
a
Taki
ng c
are
/pla
yin
g w
ith m
y p
et(
s)
Maki
ng m
usic
(D
J, in
str
um
ent...)
Vis
it fa
mily
Youth
movem
ent
Hangin
g o
ut, d
oin
g n
oth
ing
Chattin
g / tele
phonin
g
Goin
g to
a c
oncert
Follo
win
g a
cours
e (art
, photo
gra
phy...)
Belgium Average cross studied countries
// 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?
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
I can identify myself with
Up-to-date
Unique
Clear and simple
Real / authentic
Takes into account health
Trendy
Surprises me as a customer
Cool
...breathes out power
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 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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
3 - Neutral
4
5 - A lot of influence
TOP 2
Rest
YESNO
1 – Definitely not 5 – Definitely
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 colleagues / classmates
Your boss / teacher
Your neighbours
Brands
The job market
Politicians
The gouvernement
N > 200 / F = No
*N > 80 / 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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
average / 2
4
5 - A lot of influence
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
1 - No influence at all
2
average / 2
3 - Neutral
4
5 - A lot of influence
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%
INFLUENCENO INFLUENCE
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
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 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
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 = 63 / F = If currently having a job
19%
20%
24%
6%
13%
Maxim
um
1 y
ear
10%
12%
17%
11%
34%
Maxim
um
1 y
ear
10%
12%
17%
11%
34%
Maximum 1 year Maximum 2 years
Maximum 5 years Maximum 10 years
Entire career
No
Idea 17% 16%
Consideration to become
Self-Employed
N = 254 / F = No
Not at all Not a this stage Yes
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%
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
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
GlobalisationIdentity loss
Geneticallymanipulated
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%
Hangin
g o
ut w
ith friends
Lis
tenin
g to m
usic
Watc
hin
g tele
vis
ion
Sp
ort
ing / E
xerc
isin
g
Su
rfin
g o
n the inte
rnet
Gam
ing (
com
pute
r / console
)
Goin
g o
ut (b
ar,
dis
co...)
Havin
g s
ex
Readin
g (
books, new
spapers
...)
Sh
oppin
g
Makin
g m
usic
(D
J, in
str
um
ent...)
Checkin
g m
y s
ocia
l netw
ork
s
Cookin
g
Vis
it fam
ily
Chattin
g / t
ele
phonin
g
NETHERLANDS Average cross studied countries
Q: What do you think you might do differently compared to your parents when raising your child(ren)?
// Gen Yers AND THEIR CHILDREN
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
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 =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
NETHERLANDS
Average 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%
N = 254 / F = No / % represent the amount of people that (completely) agrees with this statement
// 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 Anke.Moerdyck@InSites-
Consulting.com
// 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