2 Global Study 16 Countries France Italy Spain UK Belgium Bulgaria Romania Turkey Russia S. Africa China Philippines Argentina Brazil Mexico US consumers per country Aged 15+ Phone survey Fielded in December, 2009 What we did
3 Why we did it Throughout history, Coca-Cola has expressed a refreshingly positive view of the world. Our global campaign, Open Happiness, builds on that heritage, recognizing that even with the difficulties and stress of modern day life, there are still opportunities, every day, to find a moment for life s simple pleasures. As an insight led brand, we set out to understand what happiness means to our consumers Specifically: How happy are people in general? What brings happiness? Where are people happiest?
4 Key insight: No matter how you say it, happiness is driven by social contact
5 They may sometimes drive us crazy, but our nearest and dearest are also our biggest source of happiness Sources of personal happiness Family/partner 77 Friends 15 Work/studies 8 Leisure 8 Music 6 Sports 4 Q2 Thinking about happiness overall, what contributes most to your personal happiness?
6 Socializing is the highlight of our day 6 happiest moments of the day Catching up in evening 39 Eating 22 Chatting during day 17 Watching TV 14 Listening to music 11 Putting feet up 10 Q3 What are the happiest moments of the day for you?
7 When we need cheering up, we turn to our friends Top 5 ways to cheer up Go out with friends 38 Listen to music 29 Give/receive hug 20 Go shopping 18 Eat a treat 15 Q4. When you want to cheer yourself up, what are you most likely to do? 7
8 Key Global insight Youth is a key driver of happiness
9 Mexico Philippines US S. Africa Romania Argentina UK Belgium Brazil Spain Italy China Turkey France Russia Bulgaria Satisfaction with life varies around the world, with highest levels in Mexico Satisfaction with life top 3 box Q1. Agreement with statement I am satisfied with my life Scale 1-10
10 Happiness can also be viewed as an index Calculation of Happiness Index The index is taken from a series of statements, which are a representative sub-set of those measured by the Coca-Cola Happiness Institute in Spain It is calculated as the sum of the answers, with the scores for the one negative statement reversed ( My life is generally full of unpleasant experiences and moments ) The sum is then rescaled to have a range of 1 to100 Statements I am satisfied with my life I feel I have the energy to fulfill my daily tasks I feel my life is useful and valuable I feel proud of the way I am My life is full of learning and challenges that make me grow I feel very close to people around me I feel effective and competent in my day to day life All of my days are full of good moments I feel that what s important in life is that I can live the life I want My life is generally full of unpleasant experiences and moments I feel I live in a community/society that allows me to develop and grow as a person
11 Based on the Happiness index, people in Mexico and the Philippines are happiest Happiness Index Mexico Philippines Argentina S. Africa Romania US Brazil Spain UK Italy Russia Belgium China Turkey Bulgaria France No pattern of economic development
12 Gender does not drive happiness Satisfaction with life top 3 box Satisfaction with Life top 3 box Except in China and Turkey! Q1. Agreement with statement I am satisfied with my life Scale 1-10
13 Neither does the sun! Ave temp* Mexico US Russia Spain Rom Belg Turkey Bulgaria UK China France Philippines Arg Brazil S. Africa Italy *During fieldwork Happiness index
14 Youth appears to be key to happiness! 75 Satisfaction with Life top 3 box Global data neutralizes the age effect Age China is the only exception
15 Key Insight - Teen happiness revolves around friendship
16 Teens rely more on friends and less on family for happiness Sources of personal happiness Family/partner Friends Work/studies Leisure Gen population Teens Music 6 15 Sports 4 15 Q2 Thinking about happiness overall, what contributes most to your personal happiness?
17 Teen highlights of the day also include chatting and listening to music 6 happiest moments of the day Catching up in evening Eating Chatting during day Watching TV Gen population Teens Listening to music Putting feet up Eating more of a focus as we age Q3 What are the happiest moments of the day for you?
18 Teens are even more likely to turn to friends when they need cheering up Top 5 ways to cheer up Go out with friends Listen to music Give/receive hug Go shopping Gen population Teens Eat a treat 9 15 Hugging and eating come with age Q4. When you want to cheer yourself up, what are you most likely to do? 18
19 Key insight Retail therapy is officially female
20 When they need cheering up, females are more likely to shop Top 5 ways to cheer up Go out with friends Listen to music Give/receive hug Go shopping Eat a treat Females Males Q4. When you want to cheer yourself up, what are you most likely to do? 20
21 Key insight Consumers agree that the taste of Coca-Cola delivers happiness
22 It s official taste is king! Source of happiness from drinking Coca-Cola Taste Feeling after swallow Bubbles Uplift Sound of bottle opening Q8. Finally thinking about when you drink a Coca-Cola, which of the following, if any, makes you most happy? * % based on those who expressed a view
23 Country Snippets
24 Belgium Bulgaria France Italy Romania Spain UK South Africa US Mexico Turkey Russia Brazil Argentina China Philippines Which country is most likely to hug?
25 Belgium Bulgaria France Italy Romania Spain UK South Africa US Mexico Turkey Russia Brazil Argentina China Philippines Which country is most likely to comfort eat?
26 Belgium Bulgaria France Italy Romania Spain UK South Africa US Mexico Turkey Russia Brazil Argentina China Philippines Which country derives most pleasure from music?
27 Belgium Bulgaria France Italy UK South Africa US Mexico Turkey Russia Brazil Argentina China Philippines Which country is most likely to indulge in retail therapy?
29 Females count more on family for happiness Sources of personal happiness Family/partner Friends Work/studies Leisure Music Females Males Sports 3 9 Q2 Thinking about happiness overall, what contributes most to your personal happiness?
30 Males and females share the same happy moments 6 happiest moments of the day Catching up in evening Eating Chatting during day Watching TV Females Males Listening to music Putting feet up Q3 What are the happiest moments of the day for you?
31 Family and partners matter most in Brazil, Argentina and the Philippines, while Europeans value friendship Total FR UK SP IT BEL ROM BUL SA US MEX TU RU BR ARG CH PHIL Family/partner Friends Work Leisure Music Sports
32 Catching up with others is especially important in Russia, Argentina and China Total FR UK SP IT BEL ROM BUL SA US MEX TU RU BR ARG CH PHIL Catching up in evening Eating Chatting during day Watching TV Putting feet up Listening to music
33 While going out with friends is a key way to cheer up, in S.Africa and Brazil, music is also important Total FR UK SP IT BEL ROM BUL SA US MEX TU RU BR ARG CH PHIL Go out with friends Listen to music Hug Go shopping Eat a treat
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