Coca-Cola 2010 Happiness Barometer – Key insights

Coca-Cola 2010
Happiness Barometer
– Key insights
What we did
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
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
Sports
6
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
Listening to music
Putting feet up
Q3 What are the happiest moments of the day for you?
14
11
10
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
Eat a treat
18
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
Satisfaction with life varies around the
world, with highest levels in Mexico
Satisfaction with life – top 3 box
Mexico
Philippines
US
S. Africa
Romania
Argentina
UK
Belgium
Brazil
Spain
Italy
China
Turkey
France
Russia
Bulgaria
Q1. Agreement with statement ‘I am satisfied with my life’ –Scale 1-10
91
86
75
74
73
70
70
67
63
63
61
59
56
56
55
50
Happiness can also be
viewed as an index
Calculation of Happiness Index
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•
•
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
87.7
86.4
80
80
79.7
79.6
77.8
77.8
77.7
76
75.4
75.3
74.4
74.2
73.9
72.3
No pattern of economic
development
Gender does not drive happiness
70
68
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
Spain
Rom
Russia
Belg
Turkey
China
Bulgaria UK
France
Philippines
Arg
Brazil
S. Africa
Italy
Happiness index
*During fieldwork
Youth appears to be key to happiness!
Satisfaction with Life – top 3 box
75
70
65
60
Global data neutralizes
the age effect
55
50
15-19
20-24
Age
25-39
40+
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
15
Friends
Work/studies
8
7
Leisure
8
Music
Sports
6
4
77
54
Gen population
Teens
17
15
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
Eating
17
10
Listening to music
11
6
Q3 What are the happiest moments of the day for you?
10
28
14
Watching TV
Putting feet up
22
13
Chatting during day
39
Gen population
Teens
22
Eating more of a
focus as we age
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
Listen to music
29
36
Give/receive hug
56
20
12
18
16
Go shopping
Eat a treat
Gen population
Teens
15
9
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
33
Listen to music
31
33
20
17
Give/receive hug
Go shopping
39
25
10
Eat a treat
15
Females
21
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
56
18
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
Taste
Feeling after swallow
Bubbles
Uplift
Sound of bottle opening
Country Snippets
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Belgium
Bulgaria
France
Italy
Romania
Spain
UK
South Africa
US
Mexico
Turkey
Russia
Brazil
Argentina
China
Philippines
Which country is most likely to hug?
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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?
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Belgium
Bulgaria
France
Italy
Romania
Spain
UK
South Africa
US
Mexico
Turkey
Russia
Brazil
Argentina
China
Philippines
Which country derives most pleasure
from music ?
•
•
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•
•
•
•
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•
•
•
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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
24
25
Friends
10
13
Work/studies
Leisure
9
9
Music
8
9
Sports
88
3
9
Q2 Thinking about happiness overall, what contributes most to your personal happiness?
Females
Males
Males and females share the same happy
moments
6 happiest moments of the day
Catching up in evening
39
Eating
15
16
Chatting during day
16
16
Watching TV
16
15
11
12
Listening to music
Putting feet up
Q3 What are the happiest moments of the day for you?
9
11
42
Females
Males
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