Coca-Cola 2010 Happiness Barometer Key insights
Global Study 16 Countries France Italy Spain UK Belgium Bulgaria Romania Turkey Russia S. Africa China Philippines Argentina Brazil Mexico US 500-1000 consumers per country Aged 15+ Phone survey Fielded in December, 2009 What we did
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?
Key insight: No matter how you say it, happiness is driven by social contact
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?
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?
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
Key Global insight Youth is a key driver of happiness
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 50 75 74 73 70 70 67 63 63 61 59 56 56 55 86 91 Q1. Agreement with statement I am satisfied with my life Scale 1-10
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
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 76 75.4 75.3 74.4 74.2 73.9 72.3 80 80 79.7 79.6 77.8 77.8 77.7 87.7 86.4 No pattern of economic development
Gender does not drive happiness 68 70 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
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
Youth appears to be key to happiness! 75 Satisfaction with Life top 3 box 70 65 60 Global data neutralizes the age effect 55 50 15-19 20-24 25-39 40+ Age China is the only exception
Key Insight - Teen happiness revolves around friendship
Teens rely more on friends and less on family for happiness Sources of personal happiness Family/partner 57 77 Friends 15 54 Work/studies Leisure 8 7 8 17 Gen population Teens Music 6 15 Sports 4 15 Q2 Thinking about happiness overall, what contributes most to your personal happiness?
Teen highlights of the day also include chatting and listening to music 6 happiest moments of the day Catching up in evening 33 39 Eating 13 22 Chatting during day Watching TV 14 10 17 28 Gen population Teens Listening to music Putting feet up 6 11 10 22 Eating more of a focus as we age Q3 What are the happiest moments of the day for you?
Teens are even more likely to turn to friends when they need cheering up Top 5 ways to cheer up Go out with friends 38 56 Listen to music 29 36 Give/receive hug Go shopping 20 12 18 16 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
Key insight Retail therapy is officially female
When they need cheering up, females are more likely to shop Top 5 ways to cheer up Go out with friends Listen to music 33 31 33 39 Give/receive hug 20 17 Go shopping 10 25 Eat a treat 15 21 Females Males Q4. When you want to cheer yourself up, what are you most likely to do? 20
Key insight Consumers agree that the taste of Coca-Cola delivers happiness
It s official taste is king! Source of happiness from drinking Coca-Cola 8 8 12 18 56 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
Country Snippets
Belgium Bulgaria France Italy Romania Spain UK South Africa US Mexico Turkey Russia Brazil Argentina China Philippines Which country is most likely to hug?
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?
Belgium Bulgaria France Italy Romania Spain UK South Africa US Mexico Turkey Russia Brazil Argentina China Philippines Which country derives most pleasure from music?
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?
Appendix
Females count more on family for happiness Sources of personal happiness Family/partner 81 88 Friends 24 25 Work/studies Leisure Music 10 13 9 9 8 9 Females Males Sports 3 9 Q2 Thinking about happiness overall, what contributes most to your personal happiness?
Males and females share the same happy moments 6 happiest moments of the day Catching up in evening 42 39 Eating Chatting during day Watching TV 15 16 16 16 16 15 Females Males Listening to music Putting feet up 11 12 11 9 Q3 What are the happiest moments of the day for you?
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 77 77 77 79 63 76 78 72 64 75 78 85 81 91 89 67 87 Friends 15 26 28 32 18 27 13 31 6 7 5 6 9 5 7 13 5 Work 8 14 16 12 15 13 8 13 8 2 4 2 3 1 1 6 3 Leisure 8 15 21 15 12 13 10 15 3 6 2 4 5 2 1 6 2 Music 6 7 12 10 8 9 8 9 13 2 5 1 1 0 1 5 2 Sports 4 7 8 10 6 8 5 5 5 1 3 1 1 0 1 3 1
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 39 35 41 41 24 25 38 28 39 43 42 44 52 42 56 56 15 Eating 22 33 25 38 38 31 38 28 9 5 8 15 9 19 14 10 34 Chatting during day 17 19 19 24 17 11 8 22 22 11 13 24 21 13 17 23 10 Watching TV 14 11 9 7 7 13 15 16 24 7 9 12 19 30 10 11 29 Putting feet up 10 12 20 10 15 10 8 6 10 12 10 15 13 10 6 4 6 Listening to music 11 9 10 11 6 4 8 11 22 8 14 12 10 13 11 10 10
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 38 47 40 54 34 33 23 53 43 27 32 51 39 25 26 48 25 Listen to music 29 26 25 28 18 25 27 28 43 26 33 33 25 41 35 32 24 Hug 20 21 31 24 16 24 16 26 16 19 22 8 24 22 20 8 23 Go shopping 18 19 21 17 22 23 15 12 26 9 11 24 19 6 9 35 20 Eat a treat 15 13 12 12 16 15 4 2 13 7 13 6 30 28 24 17 24