A little less than 8 out of 10 (78%) US youngsters think both Apple and iPhone are cool brands. Converse (Allstars) and SONY come second (66%). Other cool brands are H&M, Nike, Nintendo and Coca-Cola, with about 6 out of 10 youngsters labelling these brands as cool. Brands doing remarkably better in the US compared to the rest of the world are M&M’s and Doritos (both at 53% of coolness according to the US youth). These are new results of a global InSites Consulting youth study.
Just under a fifth (18%) of British youngsters aged 15 to 25 consider themselves to be unhappy. About 55% however does feel happy. Nonetheless the British ‘Millennials’ seem to be the least happy of all their compeers in the entire world. Globally only about a tenth claims to be unhappy. This is revealed by the results of a large-scale new InSites Consulting youth survey amongst more than 4,000 respondents in 16 countries. The top 3 countries with the largest share of happy youth are Brazil, India and China, where just under 7 youngsters out of 10 feel happy. Sweden and Russia are the numbers 4 and 5.
“You can definitely say that this Generation Y is an overall ‘happy generation. We did not find less than half the youth to be explicitly happy anywhere, but the larger share of unhappy youth in the UK was absolutely striking.” says Joeri Van den Bergh, Gen Y expert, Managing Partner InSites Cons and author of How Cool Brands Stay Hot - Branding to Generation Y.
About 52% of the British aged 15 to 25 are considering becoming self-employed. This percentage is slightly lower than in the USA (56%). People seem deeply convinced of a career as self-employed entrepreneur in the BRIC countries. More than 7 Millennials out of 10 consider making the move. Danish (39%) and German (40%) youngsters are less keen on being self-employed. This is revealed by the results of a large-scale InSites youth survey amongst more than 4,000 respondents in 16 countries.
Only 1 out of 10 British youngsters who are currently employed consider the possibility of staying with that same employer for their entire career. This percentage is comparable to the USA (11%). In the BRIC countries the loyalty “for life” towards employers is as good as non-existent. Half of Indian youngsters think they will stay a maximum of 2 year with their current employer and in Brazil as many as 6 out of 10 say the same thing. 28% of Danish youngsters think they won‟t last longer than 1 year and 46% considers stopping their current job within 2 years.
Six out of ten youngsters aged 15 to 25 in the UK think politicians these days should involve the fellowyouth more often in their policies. If they called the shots, they would deal with the following issues first, in order of importance: economic crisis, global warming and third world problems. Half of them also think it’s important to work responsibly with the environment. They are not worried at all about genetically manipulated food, the aging populating and the globalisation of society. So is revealed by the results of a large-scale new InSites Consulting youth survey amongst more than 4,000 respondents in 16 countries
12.00 AM, a rainy Friday, an empty stomach… however luckily a promising agenda for a lunch session organised by Stichting Marketing at the Roularta Conference Centre: ‘Digital Marketing & Social Media in Health Care’. I must not have been the only one to find it an interesting topic since there were about ninety attendees!
The meeting started off with a lunch buffet and was to end with a case about a drug against constipation: one could say the circle was round…
At InSites Consulting, we’re intrigued by both research/science AND creativity. That’s why we do research on the most conversation-worthy commercials. That’s why we try to use gamification in our research communities. And that’s why we like to hang out with our advertising agency friends. So, that’s pretty much why we organized our first Science behind creativity event last Wednesday. We invited friends from agencies, advertisers and research to share thoughts and experiences on the science behind creativity.
17th of March, 7.15 AM Ternat. A crane has fallen on the railway track between Ghent and Brussels. The morning rush hour is going really slow due to the accident. Result: Magali and myself arriving only just in time to get our presentation copied to the central PC before the start of the first keynote session ‘Patients’ rights and e-health research’ of Prof. Dr. Herman Nijs, Director of Centre for Biomedical Ethics and law. Over the years, the professor has built up a solid expertise in cross-border patient rights. All in all a very complex subject – as ‘legislation’ always is for laymen in the matter. But what catches our attention in this story is an important common-ground with our beliefs: patients are empowered and they want to have a real say in their health management, no matter where they come from and where they are when the need occurs. Indeed, present-day consumers are becoming true global citizens and also health provision must be tuned to needs like cross-border health insurance for modern ‘nomads’, monitoring of silver patients travelling back & forth between their homes and holiday houses…
Marketers are waking up to the growing importance of Generation Y. Much larger than Gen X, it’s a cohort that will have more influence, more independence and more spending power than even the baby boomers did. But still marketers find them a challenge. Generation Y are intense followers of fashion, able to switch from one brand to another at lightning speed. They demand the five CRUSH factors: brands that are Cool, Real, offer Uniqueness, allow them to Self-identify with the brand, and are associated with Happiness.
Today we launched the companion blog of How Cool Brands Stay Hot, my new Branding book on Generation Y (written together with Mattias Behrer, SVP, General Manager MTV North Europe & MTV International Property Marketing). To support the release, InSites Consulting has conducted a new global study delving into the emotions and needs of the young and future generation of consumers. We have interviewed 4,065 respondents aged 15 to 25 (Gen Y generation) in 16 countries: USA, Brazil, Russia, India, China, United Kingdom, Germany, France, Sweden, Denmark, Poland, Romania, Italy, Spain, the Netherlands and Belgium.
On February 1st, EphMRA made my day! What a great interim members meeting @ Frankfurt! Nice organization & inspiring content! From the start, you could feel the enthusiastic atmosphere in the conference room created by more than 70 highly experienced, dedicated & passionate people working in Healthcare (to be honest, I felt quite ‘green’ compared to the others present, also because it was my first EphMRA meeting!).