The truth and nothing but the truth (by Generation Y around the World). This report offers the result of a large-scale InSites Consulting youth study. The big majority of Gen Yers across the globe believe they’re honest and reliable, but not that many see themselves as real and authentic. Millennials are clearly in an identity struggle, finding their place under the sun. Especially Belgian Yers lack self-confidence to see themselves as such. Half of the Italians, Brazilians and Americans believe they’re authentic and real. In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment, surrounded by their partner, friends and parents. At the same time, 1 out of 4 Millennials can only be his/her true self when being alone! Globally youngsters think Facebook pages of brands are not credible Blogs, friends and brand users are more credible.

2. // COUNTRIES INVOLVED IN THE GLOBAL REALNESS STUDY
STUDY in 16 COUNTRIES WORLDWIDE
4.056 consumers (15 – 25 y.o.), representative total country population.
Data collected on proprietary research panels from InSites Consulting.
To benchmark results we refer to the ‘average cross studied countries’ which cannot be seen as a representative global figure.
Results for brands are filtered on awareness – Respondents had to know the brand at least reasonably well.

3. THIS REPORT SHARES THE DETAILED RESULTS
FOR
- United States - Italy
- United Kingdom - India
- The Netherlands - Germany
- Sweden - France
- Spain - Denmark
- Russia - China
- Romania - Brazil
- Poland - Belgium

4. Joeri Van den Bergh
Gen Y expert and author of ‘How Cool Brands Stay Hot’
Hear the key take-aways first hand from author
Joeri Van den Bergh in a workshop or presentation.
More information on
www.howcoolbrandsstayhot.com/speech
+32 496 232 919
joeri@insites-consulting.com
@joeri_insites
www.linkedin.com/in/joerivandenbergh

5. //GLOBAL

6. 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.

7. // Hot takeaways
The big majority of Gen Yers across the globe believe
they’re honest and reliable, but not that many see
themselves as real and authentic. Millennials are clearly
in an identity struggle, finding their place under the sun.
Especially Belgian Yers lack self-confidence to see
themselves as such. Half of the Italians, Brazilians and
Americans believe they’re authentic and real. In their
identity search, Gen Yers are not always acting as we
would expect. They feel most at ease in their direct social
environment, surrounded by their partner, friends and
parents. At the same time, 1 out of 4 Millennials can only
be his/her true self when being alone!
Globally youngsters think Facebook pages of brands are
not credible Blogs, friends and brand users are more
credible

8. //UNITED
STATES

9. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 251 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Questionnaire Gender
Male 50%
• Survey of 20 minutes Female
15-18
50%
38%
Age 19-21 27%
22-25 35%
I’m still studying 54%
No job, not looking for one 4%
No job, looking for on 13%
Professional Job, < 1 year working experience 9%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 5%
Job, 3 years working experience 2%
Job, > 3 years working experience 8%
Single, no kids 80%
Single, kids 3%
Private situation
Partner, no kids 11%
Partner, kids 6%

10. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
More than 4 out of 5 American Gen Yers believe they’re honest and reliable.
Though only 43% sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place under the
sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 251 / F = No The USA Average cross studied countries

11. // AUTHENTIC & HONEST BRANDS
Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?
Authenticity & Realness Honesty & Reliability
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Diesel
Clothing A&F
Levi’s
H&M
T. Hilfiger
Zara
Technology, and
Sports brands are
Sports C. Allstars
seen as more
Nike
Adidas honest/reliable.
Puma Especially Apple (58%)
and Converse Allstars
Food & Drinks Bull
Coca-Cola
Red (58%) drive this image.
M&M’s
McDonald’s
Doritos
Looking at authenticity
Mars and realness,
Pepsi especially Apple
(60%), Microsoft(60%)
Technology Apple
Nintendo and Nike (55%) are
Sony doing a great job.
Microsoft
HP
Dell Both measures are a
clear mirror image
Personal Care / Lynx
Axe
Gilette of each other, which is
Nivea
not the case when Gen
Dove
L’Oreal Yers had to evaluate
themselves.
Mobile iPhone
Samsung
Sony Eric.
Nokia
N = 251 / F = No Belgium
U.S.A. Averagecross studied countiries
Average cross studied countries

12. // THE 3 MOST CREDIBLE INFORMATION SOURCES
Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online pages about the brand
22%
(e.g. forum, blog, etc.)
Brand’s consumers 20%
My friends 14%
The brand itself 10%
Corporate website 7%
My parents 6%
Social network pages
4%
about the brand
Shop employee 2%
Advertising 2%
My partner 2%
Brand’s marketers 2%
Other source
Peer-2-peer communication between friends (14%) and consumers (20%)
A competitive brand are definitely credible sources when it comes to product information. Online pages
like blogs and fora (22%) are seen as more credible than social network pages
A journalist 0%
about the brand (4%). Brand pages and brand groups on Facebook and other
social networks, have clearly less impact on the consumer’s mind.
None of the above 5%
N = 251 / F = No USA Average cross studied countries

13. // MIRROR, MIRROR ON THE WALL
Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present
yourself differently in each of the following situations?
In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,
when being surrounded by their partner (66%), friends (65%) and parents (61%). At the same time, this means that 1 out of 3
Millennials can only be his/her true self when being alone!
A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.
SOMEONE ELSE
SOMEONE ELSE MYSELF
MYSELF
SE MYSELF
7% 13% 73% 66%
7% With partner 73%
12% 13% 71% 65%
% With my friends 71%
10% 16% 65% 61%
% With parents 65%
6% 12% 64% 61%
% At pharmacy 64%
9% 16% 60% 60%
60%
At medical check-up
16% 18% 57% 57%
57%
Online social network
10% 14% 57% 57%
57%
People with a lower status
17% 22% 54% 55%
At school/work 54%
18% 15% 51% 53%
At hairdresser 51%
23% 24% 50% 50%
50%
At (future) parents-in-law
25% 22% 48% 50%
At a party 48%
28% 24% 44% 47%
Flirting (not 44% partner)
own
23% 26% 44% 46%
With my boss / teacher
44%
30% 23% 42% 45%
When by the police
42%
32% 27% 38% 43%
People with a higher status
38%
34% 32% 34% 38%
Job application
34%
Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO
2N > 180Neutral
3 - / F = Only ifaverage / 2
applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest

14. // Hot takeaways
About 86% American Gen Yers believe they’re honest
and reliable though only 43% sees oneself as real and
authentic. Looking at authenticity and realness,
especially M&M’s (63%) and Apple’s Iphone (62%) are
doing a great job. Technology and sporting brands are
seen as more honest/reliable. Especially M&M’s (62%),
Apple (58%) and Converse Allstars (58%) drive this
image.

15. //UNITED
KINGDOM

16. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 249 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Male 51%
Gender
Questionnaire Female 49%
• Survey of 20 minutes Age
15-18
19-21
37%
27%
22-25 36%
I’m still studying 53%
No job, not looking for one 3%
No job, looking for on 10%
Professional Job, < 1 year working experience 11%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 4%
Job, 3 years working experience 3%
Job, > 3 years working experience 9%
Single, no kids 76%
Single, kids 4%
Private situation
Partner, no kids 15%
Partner, kids 5%

17. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
More than 3 out of 4 UK Gen Yers believe they’re honest and reliable.
Though only 1 out of 3 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place
under the sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 249 / F = No UK Average cross studied countries

18. // AUTHENTIC & HONEST BRANDS
Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?
Authenticity & Realness Honesty & Reliability
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Diesel
Clothing A&F
Levi’s
H&M Technology,
T. Hilfiger
Zara
mobile and clothing
brands are seen as
Sports C. Allstars
more honest/reliable
Nike
Adidas and authentic/real.
Puma Especially, Levi’s
(53%), iPhone (53%)
Food & Drinks Bull
Coca-Cola
Red and Nintendo (52%)
M&M’s drive this image.
McDonald’s
Doritos
Mars Looking at authenticity
Pepsi and realness,
especially Apple
Technology Apple
Nintendo (62%), Levi’s (58%)
Sony and Nintendo (56%)
Microsoft
HP are doing a great job.
Dell
Both measures are a
Personal Care / Lynx
Axe
Gilette clear mirror image
Nivea
of each other, which is
Dove
L’Oreal not the case when Gen
Yers had to evaluate
Mobile iPhone
Samsung
themselves.
Sony Eric.
Nokia
70%
N = 249 / F = No UK Belgium Average cross studied countries
Average cross studied countiries

19. // THE 3 MOST CREDIBLE INFORMATION SOURCES
Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online pages about the brand
24%
(e.g. forum, blog, etc.)
My friends 18%
Brand’s consumers 13%
The brand itself 10%
My parents 6%
Corporate website 6%
None of the above 4%
My partner 3%
20%
17%
15%
22%
18%
17%
15%
14%
11%
9%
7%
7%
Advertising 3%
Shopping
Going to the cinema
Watching television
Gaming (computer / console)
Going out (bar, disco...)
Hanging out, doing nothing
Making music (DJ, instrument...)
Visit family
Having sex
Sporting / Exercising
Checking my social networks
Reading (books, newspapers...)
Other source 3%
A competitive brand 2%
Social network pages
about the brand
A journalist
Peer-2-peer communication between friends (18%) and consumers (13%)
are definitely credible sources when it comes to product information. Online pages
Shop employee 1% like blogs and fora (24%) are seen as more credible than social network pages
about the brand (2%). Brand pages and brand groups on Facebook and other
Brand’s marketers 1% social networks, have clearly less impact on the consumer’s mind.
UK Average cross studied countries
N = 249 / F = No

20. // MIRROR, MIRROR ON THE WALL
Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present
yourself differently in each of the following situations?
In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,
when being surrounded by their friends (62%), partner (61%) and parents (61%). A social status that breaths out power (e.g.
Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.
SOMEONE ELSE
SOMEONE ELSE MYSELF
SE MYSELF
With my friends 12% 7% 62%73%
7% 73%
With partner 12%
12% 71%
61%
% 71%
With parents 10%
14% 65%
61%
% 65%
At pharmacy 15% 6% 58%64%
% 64%
At medical check-up 15%9% 60%
55%
60%
People with a lower status 16%
18% 57%
54%
57%
Online social network 10%
17% 57%
53%
57%
At hairdresser 17%
16% 54%
50%
54%
At school/work 18%
20% 51%
48%
51%
When by the police 23%
20% 50%
48%
50%
At a party 25%
26% 48%
45%
48%
At (future) parents-in-law 28%
23% 44%
44%
44%
With my boss / teacher 23%
26% 44%
42%
44%
People with a higher status 30%
29% 42%
40%
42%
Flirting (not own partner) 32%
30% 38%
38%
38%
Job application 34%
32% 34%
38%
34%
Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO
2N > 185Neutral
3 - / F = Only ifaverage / 2
applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest

21. // Hot takeaways
About 80% UK Gen Yers believe they’re honest and
reliable though only 1 out of 4 sees oneself as real and
authentic. Looking at authenticity and realness,
especially Apple and Levi’s are doing a great job.
Technology, mobile and personal care brands are seen
as more honest/reliable and authentic/real. Sony Ericson
and L’Oreal are performing less within these product
categories.

22. //THE
NETHERLANDS

23. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 254 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age
Male 51%
Gender
Female 49%
Questionnaire 15-18 37%
• Survey of 20 minutes Age 19-21 27%
22-25 37%
I’m still studying 70%
No job, not looking for one 2%
No job, looking for on 4%
Professional Job, < 1 year working experience 6%
Situation Job, 1 year working experience 5%
Job, 2 years working experience 2%
Job, 3 years working experience 4%
Job, > 3 years working experience 8%
Single, no kids 66%
Single, kids 3%
Private situation
Partner, no kids 28%
Partner, kids 3%

24. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
More than 3 out of 4 Dutch Gen Yers believe they’re honest and reliable.
Though only 1 out of 3 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place
under the sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 254 / F = No The Netherlands Average cross studied countries

25. // AUTHENTIC & HONEST BRANDS
Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?
Authenticity & Realness Honesty & Reliability
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Diesel
Clothing A&F
Levi’s
Technology,
H&M mobile and Food&
T. Hilfiger
Zara drinks brands are
seen as more
Sports C. Allstars
honest/reliable and
Nike
Adidas authentic/real.
Puma Especially Doritos
(59%) and iPhone
Food & Drinks Bull
Coca-Cola
Red (47%) and Nintendo
M&M’s (59%) drive this image.
McDonald’s
Doritos
Mars Looking at authenticity
Pepsi
and realness,
especially Apple
Technology Apple
Nintendo (57%), Coca-Cola
Sony
Microsoft
(52%) and Converse
HP Allstars (51%) are
Dell doing a great job.
Personal Care / Lynx
Axe
Gilette Both measures are a
Nivea
Dove
clear mirror image
L’Oreal of each other, which is
not the case when Gen
Mobile iPhone
Samsung
Yers had to evaluate
Sony Eric. themselves.
Nokia
70%
N = 254 / F = No The Netherlands
Belgium Average cross studied countries
Average cross studied countiries

26. // THE 3 MOST CREDIBLE INFORMATION SOURCES
Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?
50%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online pages about the brand
28%
40%
(e.g. forum, blog, etc.)
Brand’s consumers 18%
My friends 13%
30%
The brand itself 8%
Other source 5%
20%
Corporate website 4%
My parents 4%
10%
My partner 3%
Shop employee 3%
31%
28%
28%
27%
23%
22%
19%
18%
17%
15%
9%
9%
8%
8%
7%
0%
A competitive brand 2%
Shopping
Cooking
Chatting / telephoning
Surfing on the internet
Gaming (computer / console)
Going out (bar, disco...)
Watching television
Making music (DJ, instrument...)
Visit family
Hanging out with friends
Listening to music
Sporting / Exercising
Having sex
Checking my social networks
Reading (books, newspapers...)
A journalist 2%
Social network pages
about the brand
Peer-2-peer communication between friends (13%) and consumers (18%)
Advertising
are definitely credible sources when it comes to product information. Online pages
Brand’s marketers 1%
like blogs and fora (28%) are seen as more credible than social network pages
about the brand (1%). Brand pages and brand groups on Facebook and other
None of the above 6% social networks, have clearly less impact on the consumer’s mind.
N = 254 / F = No NETHERLANDS Average cross studied countries

27. // MIRROR, MIRROR ON THE WALL
Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present
yourself differently in each of the following situations?
In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,
when being surrounded by their partner (77%), friends (74%) and parents (74%). A social status that breaths out power (e.g.
Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.
SOMEONE ELSE
SOMEONE ELSE MYSELF
MYSELF
SE MYSELF
With partner 7%
3% 73%
77%
7% 73%
With my friends 12%
7% 71%
74%
% 71%
With parents 10%
8% 65%
74%
% 65%
At pharmacy 6%
7% 64%
72%
% 64%
At medical check-up 9%
6% 60%
70%
60%
Online social network 16%
8% 57%
66%
57%
People with a lower status 10%
10% 57%
64%
57%
At school/work 17%
10% 54%
63%
54%
At hairdresser 18%
11% 51%
62%
51%
With my boss / teacher 23%
12% 50%
61%
50%
At a party 25%
17% 48%
57%
48%
At (future) parents-in-law
28%
17% 44%
56%
When by the police 44%
23%
15% 44%
55%
44%
People with a higher status
30%
18% 42%
54%
42%
Flirting (not own partner)
32%
23% 38%
45%
Job application 38%
34%
32% 34%
38%
34%
Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO
2N > 175Neutral
3 - / F = Only ifaverage / 2
applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest

28. // Hot takeaways
About 80% Dutch Gen Yers believe they’re honest and
reliable though only 1 out of 4 sees oneself as real and
authentic. Looking at authenticity and realness,
especially Apple (48%), Converse Allstars (45%) and
Coca-Cola (43%) are doing a great job. Technology,
mobile and personal care brands are seen as more
honest/reliable and authentic/real.

29. //BELGIUM

30. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 261 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age Flanders 60%
Region
Walloon Regions 40%
Male 51%
Questionnaire Gender
Female 49%
• Survey of 20 minutes 15-18 35%
Age 19-21 27%
22-25 38%
I’m still studying 69%
No job, not looking for one 2%
No job, looking for on 4%
Professional Job, < 1 year working experience 7%
Situation Job, 1 year working experience 5%
Job, 2 years working experience 3%
Job, 3 years working experience 4%
Job, > 3 years working experience 6%
Single, no kids 67%
Single, kids 3%
Private situation
Partner, no kids 25%
Partner, kids 6%

31. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
More than 3 out of 4 Belgian Gen Yers believe they’re honest and reliable.
Though only a minority (21%) sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their
place under the sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 261 / F = No Belgium Average cross studied countries

32. // AUTHENTIC & HONEST BRANDS
Q: Could you please indicate how authentic/real you find each of the following brands / products? Q: And how honest/reliable do you find each of the following brands / products?
Authenticity & Realness Honesty & Reliability
100% 80% 60% 40% 20% 0% 20% 40% 60% 80% 100%
Diesel
Clothing A&F
Levi’s Technology,
H&M
T. Hilfiger mobile and
Zara
personal care
brands are seen as
Sports C. Allstars
Nike more honest/reliable
Adidas
Puma
and authentic/real.
Especially Nivea (53%)
Food & Drinks Bull and Apple (50%) drive
Coca-Cola
Red
M&M’s
this image.
McDonald’s
Doritos Looking at authenticity
Mars
Pepsi and realness,
especially Apple
Technology Apple
Nintendo
(57%), Coca-Cola
Sony (52%) and Converse
Microsoft Allstars (51%) are
HP
Dell
doing a great job.
Personal Care / Lynx
Axe Both measures are a
Gilette
Nivea clear mirror image
Dove of each other, which is
L’Oreal
not the case when Gen
Yers had to evaluate
Mobile iPhone
Samsung themselves.
Sony Eric.
Nokia
N = 261 / F = No Belgium
Belgium Averagecross studied countiries
Average cross studied countries

33. // THE 3 MOST CREDIBLE INFORMATION SOURCES
Q: In your opinion, what is the most credible source for you to obtain information about a certain brand / product?
0% 5% 10% 15% 20% 25% 30% 35% 40%
Online pages about the brand
18%
(e.g. forum, blog, etc.)
My friends 17%
Brand’s consumers 16%
Corporate website 9%
The brand itself 6%
My parents 5%
A journalist 4%
Brand’s marketers 4%
Shop employee 3%
Advertising 3%
My partner 2%
A competitive brand
Peer-2-peer communication between friends (17%) and consumers (16%)
Social network pages
about the brand are definitely credible sources when it comes to product information. Online pages
like blogs and fora (18%) are seen as more credible than social network pages
Other source 3%
about the brand (1%). Brand pages and brand groups on Facebook and other
social networks, have clearly less impact on the consumer’s mind.
None of the above 8%
Belgium Average cross studied countries
N = 261 / F = No

34. // MIRROR, MIRROR ON THE WALL
Q: People are not always acting as we would expect. Sometimes they pretend to be someone else or even play a role depending on the situation. We’re interested to what extent you present
yourself differently in each of the following situations?
In their identity search, Gen Yers are not always acting as we would expect. They feel most at ease in their direct social environment,
when being surrounded by their partner (73%), friends (71%) and parents (65%). At the same time, this means that 1 out of 4
Millennials can only be his/her true self when being alone!
A social status that breaths out power (e.g. Boss/teacher; higher status, job application) is killing Gen Yers’ confidence to be oneself.
SOMEONE ELSE
SOMEONE ELSE MYSELF
MYSELF
SE MYSELF
7% 73%
7% With partner 73% 7% 73%
12% 71%
% With my friends 71% 12% 71%
10% 65%
% With parents 65% 10% 65%
6% 64%
% At pharmacy 64% 6% 64%
9% 60%
At medical check-up
60% 9% 60%
16% 57%
At school/work 57% 16% 57%
10% 57%
At hairdresser 57% 10% 57%
17% 54%
Online social network
54% 17% 54%
18% 51%
People with a lower status
51% 18% 51%
23% 50%
At a party 50% 23% 50%
25% 48%
At (future) parents-in-law
48% 25% 48%
28% 44%
When by the police
44% 28% 44%
23% 44%
With my boss / teacher
44% 23% 44%
30% 42%
People with a higher status
42% 30% 42%
32% 38%
Job application
38% 32% 38%
34% 34%
Flirting (not own partner)
34% 34% 34%
Rest BOT 2 1 - I always pretend to be someone else in this situation 2 3 - Neutral average / 2 4 5 - I never pretend to be someone else in this situation TO
2N > 180Neutral
3 - / F = Only ifaverage / 2
applicable 4 5 - I never pretend to be someone else in this situation TOP 2 Rest

35. // Hot takeaways
About 80% Belgian Gen Yers believe they’re honest and
reliable though only 1 out of 5 sees oneself as real and
authentic. Looking at authenticity and realness,
especially Apple (57%), Coca-Cola (52%) and Converse
Allstars (51%) are doing a great job. Technology, mobile
and personal care brands are seen as more
honest/reliable and authentic/real. Especially Nivea
(53%) and Apple (50%) drive this image.

36. //SWEDEN

37. // BE AWARE OF THE BORING STUFF ON THIS SLIDE
Methodology
• Online survey
• Recruiting via InSites Research Community
(www.talktochange.com)
Sample Size
• N = 257 respondents
• Screening: 15 – 25 years old
• Quota representative on region, gender, age Male 51%
Gender
Female 49%
15-18 38%
Questionnaire Age 19-21 26%
• Survey of 20 minutes 22-25 36%
I’m still studying 57%
No job, not looking for one 4%
No job, looking for on 12%
Professional Job, < 1 year working experience 8%
Situation Job, 1 year working experience 6%
Job, 2 years working experience 1%
Job, 3 years working experience 4%
Job, > 3 years working experience 9%
Single, no kids 66%
Single, kids 2%
Private situation
Partner, no kids 27%
Partner, kids 6%

38. // AUTHENTIC & HONEST Gen Yers
Q: First of all we would like to know how authentic/real you find yourself? I am... Q: And how honest/reliable do you think you are? I am...
4 out of 5 Swedish Gen Yers believe they’re honest and reliable.
Though only a 1 out of 4 sees oneself as real and authentic. Millennials are clearly in an identity struggle, finding their place
under the sun.
100% 100%
75% 75%
50% 50%
25% 25%
N = 257 / F = No Sweden Average cross studied countries