europe-quality of life in 2005

8/20/2019 Europe-Quality of Life in 2005

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The Henley Centre A report for Coca-Cola

Quality of Life in 2005

(Prepared by The Henley Centre, 2003

!ntroduction

The "illennial period a# a ti"e of chan$e

%e #tand at the be$innin$ of the ne& "illenniu" &onderin$ &hat the 'r#t decade

hold# in #tore The "illennial period ha# #een chan$e# under&ay throu$hout

)urope, a# &ell a# bein$ a ti"e of per#onal re*ection for "any The inno+ation# of

the late t&entieth century ha+e created unprecedented chan$e, at a #peed not

pre+iou#ly no&n Co"pared &ith pre+iou# $eneration# our li+e# ha+e been

tran#for"ed The#e chan$e# ha+e not only altered the &ay that &e li+e our li+e#but our +alue#, our attitude#, and our a#piration# Con#u"er# today are con'dent

&e ha+e been li+in$ &ith a boo"in$ econo"y for #o"e year# no&, and &e are

#eein$ the bene't# of technolo$y in our daily li+e# %ith the#e fa+ourable

condition#, ne& concept# of .the $ood life/ pre+ail in #ociety today

ur ta# in thi# %hite Paper i# to e1a"ine the i"pact of the#e tran#for"ation#

bet&een no& and 2005, &ith particular e"pha#i# on the uality of life of the under

30# %e ha+e identi'ed #o"e o+er-ridin$ the"e# &hich help u# to under#tand ho&

youn$ people thin and beha+e today, and &hat &ill "oti+ate the" in the future

%e ha+e al#o identi'ed #o"e trend# that &e can #ee e"er$in$ fro" the interplay

bet&een the#e the"e# and future de+elop"ent#

The current "o"ent #ee"# to be the end of an era the clo#e of the t&entieth

century ha# #een the end of the #tructure# &e a##ociated &ith that period The

hi#torian Hob#ba&" de'ned the t&entieth century a# endin$ in 44 &ith the fall

of the 6erlin %all, #ince then &e ha+e #een the end of co""uni#", the end of the

indu#trial a$e, and for the )uropean 7nion, the dra&in$ to a clo#e of the po#t-&ar

a$enda, and the e"er$ence of a ne& one

Looin$ to the future, &e #ee a nu"ber of #hift# already in proce##, and al#o the

$er"ination of future chan$e# Thi# paper o8er# up #o"e of the chan$e# &e #eebein$ i"ple"ented by the youn$er $eneration, but a# al&ay#, the future i#

e1citin$ly uncertain


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Quality of life

%e are #eein$ a $enerational #hift in the de'nition of .uality of life/

Hi#torically, .uality of life/ &a# one #tep on fro" .#tandard of li+in$/ it &a# de'ned

in lar$ely econo"ic ter"# 9or the boo"er $eneration, &ho are the do"inant

$roup &ithin the population at pre#ent, uality of life al#o include# a concept of

balance, ha+in$ enou$h ti"e to #pend on fa"ily and per#onal intere#t# 9or the

youn$er $eneration, &ho &ill be the under 30# in 2005, &e #ee a uite di8erent

de'nition of .uality of life/ e"er$in$, one &hich e"pha#i#e# freedo", *e1ibility

and choice# A# &ell a# ha+in$ hi$her a#piration# of &hat they can achie+e in all

#phere#, thi# $eneration ha+e a "ore holi#tic +ie& of life :o for the", .&ell-bein$/,

both phy#ical and "ental, i# an i"portant facet of uality of life to be acti+ely

pur#ued Today/# population de'ne health a# "uch "ore than the ab#ence of

di#ea#e thi# i# in contra#t to pre+iou# $eneration# .6alance/ for the youn$er

$eneration i# about balancin$ nece##itie# in order to pur#ue .happine##/, rather

than the boo"er de'nition of .balance/, &hich #ee# a balance of re#pon#ibilitie# at

&or and in the ho"e

%hile .uality of life/ i# ab#tract, happine## i# concrete

The idea of uality of life i# ab#tract &hen a#ed about it, people re#pond in a +ery

philo#ophical &ay !dea# of balance, and of har"ony are "entioned, but fe& are

#ure ho& to achie+e it, and to reco$ni#e &hen they do and don/t ha+e a $ood

uality of life

Happine##, on the other hand, i# "uch ea#ier to reco$ni#e and to achie+e, e+en if

only for a #hort ti"e Happine## i# about people, about ti"e to en;oy our#el+e# or

rela1 it/# often about the #i"ple#t thin$# in life !t "ay not la#t lon$, but it/# "ore

approachable, e+en if our li+e# feel hopele##ly unbalanced %hen &e are

di##ati#'ed &ith our relation#hip#, our ;ob# or anythin$ el#e, &e can #till e1perience

tho#e .perfect "o"ent#/ an e+enin$ &ith friend#, rela1in$ at ho"e, or 'ndin$ the

perfect ite" of clothin$ ne priority for the under 30# i#, and &ill be, to protect

their opportunity to e1perience the#e "o"ent#, by en#urin$ they ha+e the ti"e

and "oney for the e1perience# that "ae the" happy, e+en &hen .uality of life/

"i$ht be an elu#i+e $oal


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Conte1t

%e are li+in$ in a chan$in$ )urope

Politically, )urope i# #till co"in$ to ter"# &ith the chan$e# brou$ht about by the

collap#e of co""uni#" in )urope and the breado&n of a bi-polar &orld order The

.trinity of peace, pro#perity and de"ocracy/ i, the $oal# at the core of the po#t-&ar

)uropean pro;ect ha+e lar$ely been achie+ed, and &ith the introduction of the

)uro, econo"ic inte$ration i# an e+er clo#er reality The e1pan#ion of the )uropean

7nion &ill be one of it# "a;or $oal# o+er the ne1t decade, and &ill dri+e

funda"ental reor$ani#ation of thi# in#titution, &hich i"pact# our li+e# in #o "any

&ay#

The con#euence# of "a;or tran#ition# &hich are already under&ay in )urope the

de"o$raphic #hift to an a$ein$ population, and the #&itch fro" an a$ricultural and

indu#trial econo"y to a #er+ice and infor"ation-led one o+er the la#t t&o decade#,

&ill be felt e+en "ore eenly in the ne1t fe& year# Technolo$y &ill be one of the

thin$# enablin$ u# to 'nd #olution# to help u# throu$h thi# #hiftin$ &orld and it too

&ill act a# a cataly#t to chan$e in "any area# of life =e#ol+in$ the parado1e# of

thi# #hiftin$ &orld &ill tae ti"e &here &e #ee one trend e"er$in$, often it#oppo#ite i# $ro&in$ too !n the #hort-ter" at lea#t, &e &ill be li+in$ in a .>i$->a$/

future

The pri+ati#ation of re#pon#ibility

Throu$hout )urope, &e are #eein$ an o+erall #hift the old rule# &hich $uided

#ociety are di#appearin$, and indi+idual# are ha+in$ to tae "ore re#pon#ibility for

$uidin$ their o&n li+e#, for "ana$in$ the ri## and "a1i"i#in$ the re&ard# The

re#pon#ibilitie# &e tae on include tho#e of choo#in$ &hat &or to do, of pro+idin$

for our &elfare, for our retire"ent, and creatin$ our o&n &ellbein$ and happine##

A lar$e proportion, 34?, of 5-2@ year old# acro## )urope are already concernedabout ha+in$ enou$h "oney &hen they retire ii, and youn$ people, in contra#t to

pre+iou# $eneration#, are a&are of the 'nancial burden of pro+idin$ for retire"ent

fro" the ti"e that they enter the &orforce, e+en if they are not nece##arily #a+in$

for it

ur attitude# to thi# chan$in$ pattern of re#pon#ibilitie#, and ho& &ell &e adapt to

the ri# #ociety, are #o"e of the &ay# to de'ne the $eneration# The #hift a&ay

fro" rule# and #tructure create# an1iety for the older $eneration for the youn$er

$eneration, it i# the natural order

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The #hift a&ay fro" #tructure to net&or#

Thi# #hift to a .net&or/ "odel i# one of the the"e# runnin$ throu$h #ociety Life i#

beco"in$ "ore open &e are free to "o+e acro## di8erent cla##e#, di8erent ;ob#,friend#, and location# :ocial factor# are dri+in$ people to ha+e .net&ored

indi+iduality/, rather than belon$ to '1ed co""unitie# !ndi+idual# &ill belon$ to

"any net&or# of intere#t around e"ploy"ent, education, and lei#ure acti+itie#

for e1a"ple The#e net&or# $i+e indi+idual# the freedo" to play the role# they

&ant, but at the #a"e ti"e enable the" to "ae contact &ith other# Thi# open#

up "any po##ibilitie# for an i"pro+ed uality of life, but "ay al#o lead to a feelin$

of rootle##ne## for #o"e indi+idual#

!n part becau#e youn$ people +ie& #o "any of their relation#hip# &ith the out#ide

&orld &ith e"ployer#, &ith politic#, and &ith brand#, a# contractual, per#onal

net&or# are "ore i"portant for thi# $eneration :o it i# i"portant to "aintain a

net&or, and clo#e friend# and e#pecially a partner are particularly i"portant for

pro+idin$ a #en#e of #tability

Thi# .net&or/ "odel #hape# our under#tandin$ of )urope, and of a

.)uropean/ identity

%herea# in the pa#t our under#tandin$ of )urope "i$ht ha+e been that of a

$eo$raphical unit, or a political entity, today it co"e# "uch "ore fro" the

e+eryday contact# &e ha+e &ith national# of other "e"ber #tate# and their

culture %e ha+e "ore e1po#ure to other part# of )urope and )uropean in*uence#in our e+eryday life Thi# e1po#ure can be actual contact touri#", bu#ine## tra+el

and lin# throu$h ci+il #ociety (#uch a# the t&innin$ of to&n# and #chool#, or

in*uence# lie the ne, art, literature, 'l"#, #port, fa#hion and food, a# &ell a#

"edia repre#entation# :o .)urope/ i# co"in$ clo#er to our li+e# in#tead of #eein$

)urope a# a di#tant concept, &e are be$innin$ to feel, if not a .)uropean/ identity,

at lea#t that &e ha+e a place &ithin the net&or of .)urope/

=eclai"in$ .youth/ fro" the boo"er $eneration

A boo"er/# per#pecti+e

‘Notions of dierent ages will change, people will think they are ‘young’ until they

are in their 40s. ‘Old’ will be 70’

(Male, 30-50, Britain)

9or "any year#, the boo"er $eneration ha+e held the prero$ati+e of .youth/ !n

the co"in$ year#, a# the .baby boo"er#/, born bet&een 4@ and 4@, approach

their 50# and 0# and retire"ent, &e &ill #ee a re-de'nition of .youth/ 6y +irtue of

it# #i>e and al#o it# #tatu# a# celebrated po#t-&ar babie#, thi# $eneration ha#

al&ay# been a do"inant and +ocal #ection of #ociety !deali#tic and confrontational

by nature, baby boo"er# ha+e rallied around any bi$ cau#e they could 'nd


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credited &ith ha+in$ in+ented the concept of youth, alon$ &ith it# acco"pani"ent#

of #e1, dru$# and roc/n/roll

A ey feature of the baby boo"er# i# that they #ee the"#el+e# a# eternally youn$ the Peter Pan $enerationD and thi# $eneration, &ho in+ented .youth/ ha+e ne+er

really accepted the e1piry of their o&n "e"ber#hip %ith their +ociferou#

acti+i#", and pro"otion of their +alue#, the +alue# they hold a# their o&n ha+e

co"e to be tho#e a##ociated &ith youth

A# the boo"er# reach retire"ent a$e, they can no lon$er #tretch the de'nition of

.youth/ to enco"pa## the #ta$e of life they are in Thu# the youn$er $eneration

the under 30# "ay 'nd they are able to lay a #tron$er clai" on the &ord Al#o, a#

the nu"ber of youn$ people fall#, their #carcity &ill $i+e the" "ore bar$ainin$

po&er in #ociety, #o "ore of a +oice to pro;ect their +alue#

The rece##ion i# a bit of a .&ildcard/ in all thi#

The econo"y ha# been boo"in$ for #e+eral year# thi# i# all that youn$ people ;u#t

enterin$ the ;ob "aret ha+e e+er no&n The ea#e of 'ndin$ &or, and the

o+erall cli"ate of pro#perity ha+e had a hu$e i"pact in creatin$ hi$h e1pectation#

&ithin thi# $eneration %ithin the ne1t decade, &e can e1pect to #ee at lea#t #o"e

period# of #lo&do&n in the econo"y dependin$ on the #e+erity and len$th of

rece##ion, it &ill be painful for all of u# )ither a boo"in$ or a depre##ed econo"y

&ill i"pact "any of the proce##e# of chan$e under&ay in )urope The #tate of the

econo"y i# hu$ely i"portant for do"e#tic policy and international relation#rece##ion could force le## clo#e 7:-)7 relation#, create ho#tility to the )uro, and

delay enlar$e"ent of the )7 !n our con#ideration of uality of life, &e "u#t accept

that the po##ibility of a rece##ion &ill ha+e &ide-ran$in$ i"pact# for u# all, and

e#pecially for youn$ people, &ho ha+e no e1perience of li+in$ throu$h #uch

condition#

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T=)EF:

9ro" politic# to i##ue#

Acro## )urope, &e are already &itne##in$ a trend for youn$ people to beco"e "ore

in+ol+ed in .i##ue#/ than in party politic# Thi# i# for a nu"ber of rea#on# a

percei+ed incon#i#tency, and in "any ca#e# a lac of di8erentiation, bet&een

political partie#, and the feelin$ that indi+idual# can ha+e "ore in*uence on #in$le

i##ue# %e are already #eein$ #o"e e1a"ple# of thi# there i# declinin$

participation in election#, and they ha+e hi$h le+el# of en$a$e"ent &ith .political/

i##ue# throu$h #in$le-i##ue $roup#

The anti-capitali#t riot# at the %orld Trade r$ani#ation "eetin$ in 444 ha+e

captured the "edia/# attention Gore recently, the )7 #u""it in Eice &a# tar$eted

by @,000 indi+idual#, includin$ anti-)7 prote#ter#, 6a#ue #eparati#t#, and anti-

capitali#t prote#ter# %hil#t only a "inority &ill $o to the e1tre"e# of prote#tin$, in

#o"e ca#e# their +ie repre#ent tho#e of a &ider public e+idenced in the popular

#y"pathy for o#e 6o+e, the 9rench far"er &ho &a# arre#ted for +andali>in$ an

under-con#truction branch of GcFonald#

%ith the continued inte$ration of the )7, &e "ay al#o #ee an e#calation in the

acti+itie# of re$ional #eparati#t# #uch a# the !=A and )TA %ith the enlar$e"ent of

the )uropean 7nion, fund# &hich are currently channelled to unde+eloped >one# in

countrie# #uch a# :pain and !taly &ill be redirected to the ne& acce##ion countrie#

&e "ay #ee di#content de+elopin$ in the#e re$ion# becau#e of thi#

+er the inter+enin$ year# to 2005, &e anticipate that the youn$er $eneration &ill

continue to tae a po#ition of focu#in$ on i##ue#, enabled by the &orld&ide &eb, e-

"ail, in#tant co""unication and acce## to ne and infor"ation Thi# ha# #eriou#

i"plication# for co"panie# and brand#, a# con#u"er# "ay &ell loo to theirlife#tyle brand# to tae a #tance on "any of the i##ue# about &hich they are

ca"pai$nin$ Thi# type of po#itionin$ ha# already led to #ucce##e# for "a;or

brand# #uch a# the 6ody :hop, 6en and erry/# and the Co-op

n the ne$ati+e #ide, "ulti-national# often 'nd the"#el+e# bein$ #in$led out a#

the tar$et# of pre##ure $roup# looin$ to rai#e publicity o+er #o"e #peci'c i##ue

The Coca-Cola Co"pany in particular "u#t &al a 'ne line on thi# topic The

ubiuity and rele+ance of it# brand# &ithin the youth de"o$raphic brin$ the

e1pectation that it &ill #y"pathi#e &ith youn$ con#u"er#/ i##ue# and +alue# n

the other hand, the con#i#tency of it# brand "e##a$e "ean# that it cannot a8ord

to o+ertly tae a #tance on con#u"er i##ue# - not all con#u"er# &ill &i#h to tae a


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#tance on a particular i##ue, nor indeed &ill all the audience a$ree &ith the #tance

of the "a;ority

7nfortunately for "any co"panie#, the i##ue# that e+oe the #tron$e#t con#u"erfeelin$ are often tho#e that are harde#t to #pot #tirrin$ up "a##i+e public feelin$

in a #hort ti"e fra"e Thi# "ae# #afe$uardin$ a co"pany or brand a$ain#t action

a near i"po##ible ta#, but underline# the need for openne## and hone#ty in all

a#pect# of corporate a8air# I#ee Corporate Tran#parencyJ ne po##ible route for

Coca-Cola in particular "i$ht be to po#ition it#elf a# an i"partial infor"er brand

not tain$ a #tand on the i##ue# the"#el+e#, but bein$ &illin$ to #upply

infor"ation to allo& (youn$ con#u"er# to "ae their o&n e"po&ered deci#ion#

Thi# &ould #it &ell both &ith the ubiuity of Coca-Cola, and &ith it# already

e#tabli#hed co""it"ent to education Ifor in#tance, in it# #pon#or#hip of #chool#J

!ncrea#ed e1pectation# of corporate tran#parency

The under 30# in )urope are already #ho&in$ inten#e di#lie of Karro$antK

corporation# - tho#e &ho are not prepared to acno&led$e the 6u#ine##e# ha+e

to beco"e a&are of their role in the &orld and co"e out fro" the protected #phere

of .corporate HQ/ +er the pa#t ten year# the con#u"er &orld ha# been chan$in$

to one &here &e are all eual participant# People increa#in$ly tae a

$lobal#y#te"# +ie& and a# a re#ult are de"andin$ that of corporation# in other

&ord# to tae re#pon#ibility for the local co""unity, the en+iron"ent, e"ployee#,

a# &ell a# #hareholder# And the under 30# are, and &ill continue to be, hi$hly+ocal in thi# .ne& &orld/ of bu#ine##

Tran#parency i# an i"portant part of thi# - youn$ people do not e1pect anyone to

$et it ri$ht all the ti"e, but they do e1pect co"panie# to o&n up &hen they donKt

and not to try to con people Co""erce i# #een a# central to the future - people

no& &here the &ealth co"e# fro" - but they e1pect it to apply to a broader #et of

rule#

ne con#euence of thi# increa#ed tran#parency lie# in the e1pectation that the

ne1t $eneration of con#u"er# &ill ha+e o+er their relation#hip# &ith brand#

Mreater tran#parency elicit# $reater accountability and the e1pectation that the

brand (co"pany, product, etc &ill li#ten to con#u"er opinion and tae appropriate

action %e are already #eein$ the e"er$ence acro## )urope of a ne& breed of

acti+e con#u"er#, for &ho" co"plainin$ i# not #o "uch a &ay of "oanin$ about a

brand, but rather a &ay of infor"in$ it a# to ho& it can i"pro+e the e1perience for

the end u#er


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often con*ictin$ +alue #et# all of &ho" &ill e1pect their principle# to be

re#pected and upheld The #econd #et of i"plication# pertain# directly to the

corporate culture of the Coca-Cola Co"pany it#elf A# tran#parency increa#e#,

con#u"er# &ill be$in to ;ud$e co"panie# upon their perception# of the internalculture, a# &ell a# on their e1ternal action# !n#en#iti+e treat"ent of e"ployee#, of

#upplier#, e+en of co"petitor# can already be #een to ha+e an in*uence on public

opinion# of co"panie# and brand# and "ay beco"e a "a;or factor in con#u"er

deci#ion-"ain$ proce##e# !n thi# &ay, tran#parency ha# already been #een to

ha+e a ne$ati+e i"pact upon co"panie# #uch a# Gar# O :pencer# (o+er their

treat"ent of their 7 #upplier# and 6en and erry/# (publicity #urroundin$ internal

di#pute# o+er their ethical po#itionin$, and al#o the buy-out by 7nile+er

!t &ill be .Cool-to-cope/

The la#t fe& year# ha+e #een a "a##i+e increa#e in the re#pon#ibilitie# and

e1pectation# placed on con#u"er# %e ha+e "ore lei#ure option# than e+er before,

"ore re#pon#ibilitie# in the &orplace, and often "ore co"ple1 and fra$"ented

#ocial and fa"ily li+e# to deal &ith %ith all thi# $oin$ on, it i# hardly #urpri#in$ that

!0" of #uropeans clai that they ne$er ha$e enough tie to get things done

Ti"e pre##ure and #tre## ha+e beco"e a part of our daily land#cape $lori'ed in

the "edia throu$h pro$ra""e# #uch a# Ally Gc6eal, al"o#t to the point of bein$

a#pirational in #o"e a$e $roup#

Ho&e+er, early #i$n# #u$$e#t a #hift a"on$#t the ne& &a+e of )uropeancon#u"er# Fi#enchanted &ith the hectic and #tre##ful li+e# of their parent# and

bo##e#teacher#, youn$ )uropean# a#pire to a life of relati+e cal" - the con+er#e to

the :tre## )n+y the"e &e ha+e &itne##ed in older $eneration# Thi# doe# not

a"ount to a de#ire by the youth of today to #tep out of the li"eli$ht, to do&n#hift

or tae on fe&er challen$e# (on the contrary, &e #hall #ee later that "any

)uropean#, actually en+i#a$e the"#el+e# tain$ on ore than pre+iou#

$eneration# =ather, there #ee"# to be a $ro&in$ re#ol+e a"on$#t youn$

)uropean# to #i"ply anage their li$es better than their parent# did

Allied to thi# need to cope i# the #u$$e#tion of an e"er$in$ reali#" about the

po##ibilitie#


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out&ardly to be copin$ Ar$uably, thi# i# #i"ply an e1ten#ion of the ae#thetic

principle# behind an already i"a$e-ob#e##ed youth "aret Ho&e+er thi# #hift in

i"pre##ion-"ana$e"ent fro" $ood# and acce##orie# to actual life#tyle pro;ection#

ha# #o"e far-reachin$ i"plication# for brand# 6rand# po#itionin$ the"#el+e# a##olution#R to bu#y life#tyle# or product# for #tre##ed-out people "ay be e#che&ed

in fa+our of brand# &hich enhance the copin$ i"a$e Con#u"ption occa#ion# "ay

al#o e1perience #o"e radical chan$e, a# youth "o+e# a&ay fro" the uic-'1

ideal, to&ard# "ore elaborated #olution# allo&in$ for $reater e1pre##ion of their

copin$ &ith the art of li+in$R

Thi# latter point in particular ha# i"plication# for the Fiet Coe brand A#

con#u"er# loo to portray the"#el+e# a# "ore rela1ed and in control particularly

in the &or en+iron"ent, they &ill loo to brand# that a##i#t the" in thi# The Fiet

Coe brand already ha# a #tron$ po#itionin$ &ithin the &orplace, both a# a

refre#hin$ and li$ht-hearted brea fro" the ri$"arole of the &orin$ routine, and

a# a #ocial facilitator helpin$ to brin$ people to$ether 6oth the#e a#pect# of the

brand i"a$e &ill chi"e &ell &ith con#u"er# looin$ to e1ude a co"petent yet

rela1ed (ie copin$ appearance in the &orplace, and pro+ide a potential area of

e1ploitation for the brand

Life balance

Achie+in$ the ri$ht %or-Life balanceR i# a priority for "o#t con#u"er# en#urin$

that a re&ardin$ career i# o8#et a$ain#t an acti+e and en;oyable #ocial life =ecent

year# ha+e #een a fair de$ree of blurrin$ of the#e t&o #phere# &ith con#u"er#

redre##in$ the balance both by tain$ their &or ho"e, and by brin$in$ ele"ent#

of their do"e#tic re#pon#ibilitie# to the &orplace 6ut prioritie# #ee" to be

chan$in$ a# "any con#u"er# 'nd that the $ro&in$ blur bet&een ho"e and &or i#

tippin$ the #cale# in fa+our of &orR - "ain$ it harder to #&itch out of the &or

"ind#et and under"inin$ the uality of #ocial li+e#

N4? of )uropean# no& a$ree that it i# i"portant to eep &or-life #eparate fro"

ho"e lifeR, &ith youn$er $eneration# ridin$ the +an$uard of con#u"er# looin$ to

re-in#tate the boundarie# bet&een the t&o !n the &ord# of one Mer"an youth )*

want to ha$e soe fun, * don’t %ust want to die after a life %ust full of work(.

Thi# reaction a$ain#t &or i# increa#in$ly co""on a"on$#t youn$er $eneration#,

&ho #ee" intent on pilin$ e+er "ore #ocial co""it"ent# onto the lifeR #ide of the

balance, yet do not e1pect &or to #u8er in any &ay Gany youn$ people ha+e

#een &hat lon$ hour# at &or ha+e done for their parent# and they +o& not to

"ae the #a"e "i#tae Goreo+er, &or i# e1pected to be both entertainin$ and

challen$in$ (#ee the Gary Poppin# principle later, and to be *e1ible enou$h to 't

around their lei#ure option# The e"pha#i# #ee"# to ha+e #hifted fro" pre+iou#$eneration# &ho e1pected to ;u$$le a #ocial life around their career#, to the youth

of today &ho de"and 'r#t and fore"o#t to ha+e an en;oyable life#tyle, and only

4


10/39


latterly enuire a# to ho& their &or "ay 't around thi# (al#o #ee the ptionality

trend

Ee& technolo$ie# are hailed a# openin$ up po##ibilitie# to a##i#t &ith the balancin$of ti"e and re#pon#ibilitie#, to &or "ore *e1ibly, and enable con#tant acce## to

infor"ation and re#ource# &ithin a 2@-hour #ociety Ho&e+er the concept of not

bein$ able to di#connect, of bein$ con#tantly in contact and accountable i# cited by

"any a# an area of concern

+erall, technolo$y i# felt to ha+e the potential to $reatly increa#e uality of life

Ho&e+er the "a;ority feel that )uropean con#u"er# "u#t 'r#t learn a ne& #et of

rule# (both li"it# and e1pectation# to en#ure that the ne& technolo$ie# do not

#&a"p u# and end up e1acerbatin$ the proble"# they #et out to #ol+e in the 'r#t

place

ne i"plication of thi# i# that co"panie# and brand# &ill ha+e to thin "ore

carefully about their e1ternal po#itionin$ 6rand# that po#ition the"#el+e#

e1clu#i+ely &ithin the &orin$ or ho"e en+iron"ent &ill 'nd the"#el+e# at the

"ercy of chan$in$ attitude# to&ard# the &or-life balance !n thi# e+entuality, the

Coe brand# "ay 'nd they ha+e a di#tinct ad+anta$e o+er co"petitor# Althou$h

Fiet Coe ha# #tron$ a##ociation# &ith the &orplace (cf Cool-to-cope, the ubiuity

of the brand#, facilitated by the di#tribution "echani#", "ean# that the brand#

can be at hand &hether the con#u"er feel#R at &or or at ho"e Thi# ubiuity,

&ith the propo#ition that Coe i# ready-to-refre#h-&hen-you-are, "ean# that the

brand# are already in place, &hiche+er &ay the con#u"er/# life-balance tip#

Another i"plication of thi# trend i# that co"panie# &ill ha+e to #tart thinin$ "ore

carefully about their o&n internal or$ani#ation a# the perception of their o&n

&orer# &ill co"e increa#in$ly to bear on the public face of their brand Co"panie#

&ith hi$hly #tre##ful &orin$ en+iron"ent# or tho#e &ith in*e1ible hierarchie# and

procedure#, &ill be ;ud$ed le## fa+ourably by pro#pecti+e e"ployee#, and "ay

ha+e diSculty attractin$ and retainin$ hi$hly #illed and in-de"and &orer#

ptionality

)* want it all, * want it all, * want it all + and * want it now(

Freddie Mercury, 1989


11/39


con#u"er# no& al"o#t tae thi# breadth of choice for $ranted They do not ;u#t

&ant the &orld, Gr Gercury, they e1pect itD indeed they de'ne the +ery uality of

life accordin$ to thi# a+ailability of option# thi# optionality Quality of life for

under thirtie# today i# "uch "ore open than it ha# been for pre+iou# $eneration#!t entail# ha+in$ option# and choice - the ability to choo#e one/# ;ob, location,

partner, and lei#ure acti+itie# and intere#t# !n contra#t, uality of life for o+er

thirtie# i# "ore about ha+in$ "ade the ri$ht choice# to ha+e a nice hou#e, nice

;ob, nice fa"ily, "ore due to their a$e than a cohort e8ect

Allied to thi# notion of optionality a"on$ )uropean youth i# a broader e1pectation

on freedos &hich underpin# "uch of &hat they "ean by uality of lifeR The

current youth $eneration en;oy# (indeed, e1pect# a &orld of unprecedented

freedo"# freedo" of #peech, freedo" of pa##a$e, econo"ic and political

freedo", freedo" of life#tyle e1pre##ion that &a# but a re"ote ideal &hen older

$eneration# &ere youn$ Thi# $enerational di8erence i# particularly pronounced in

the for"er co""uni#t countrie# of Central and )a#tern )urope, &here the youn$er

$eneration# are an entire "ind-#et apart fro" their parent#, &ho $re& up in "ore

re#tricted ti"e# An area &here youth are tain$ particular ad+anta$e of their ne&-

found freedo" i# in their attitude# to tra+el Gany youn$ )uropean# feel it i# their

right to be able to tra+el to, or &or in forei$n countrie# (to di#co+er a &orld &hich

they lar$ely #ee a# their#R any&ay in a &ay that i# hard for older $eneration# to

co"e to ter"# &ith A# one Futch"an put it young people, they don’t buy the

book, they go to the ra-ilian %ungle and see how it is for thesel$es.(

%hether the#e di8erence# in attitude# to optionality and freedo" are nothin$ "orethan a $enerational e8ect re"ain# to be #een Ho&e+er, it #ee"# liely that the

hi$her e1pectation# currently harboured by youn$ con#u"er# &ill re"ain &ith

the" a# a cohort e8ect, #hapin$ their e1pectation# and purcha#e-deci#ion# lon$

into "iddle-a$e and beyond

ne con#euence of thi# e1pectation of optionality, i# that youn$ con#u"er# "ay

ea#ily beco"e fru#trated &ith "onopoly "aret# !rre#pecti+e of any

under#tandin$ they "ay ha+e of the 'nancial bene't# of con#olidation, youn$

con#u"er# &ill in+ariably beco"e di#enchanted &ith co"panie# &hich they

percei+e to be li"itin$ their brand or product choice# Thi# optionality "ay al#o

ha+e i"plication# on pricin$ and co""unication #trate$ie#, a# e1ce##i+elyco"petiti+e or a$$re##i+e "o+e# by one brand "ay be interpreted a# a "o+e to

reduce the +iable option# of the con#u"er, and hence to re#trict their +alued

optionality Coca-Cola in particular #hould be cautiou# not to o+erplay their

corporate #i>e, or brand pre#ence, or indeed di#tribution clout in a &ay that "ay be

percei+ed a# "onopoli#tic

Thi# trend al#o brin$# to bear on the brand po#itionin$, a# youn$ con#u"er# e1pect

to be eually able to pic and choo#e bet&een their pro;ected identitie# The Coe

brand# #hould be cautiou# of a#pirational and life#tyle i"a$ery, a# youn$

con#u"er# &ill beco"e increa#in$ fru#trated &ith the one-#i>e-'t#-allR a##u"ption

behind "uch of current brand co""unication At the #a"e ti"e, the co"pany

#hould be careful not to $o too far the other &ay, and *ood the "aret &ith ne&


12/39


brand# and brand i"a$e# Althou$h optionality i# about youn$ con#u"er# ha+in$ a

choice, the i"plicit de#ire i# for +ariety, e+en no+elty, not nece##arily #cope

+erchoice &ill be ;u#t a# re#ented a# re#tricted choice, and "ay lead con#u"er#

to boycott co"panie#, or e+en #ector# (C:F# &hich they feel do not $i+e the"adeuate +alue for choice

!n addition to thi#, there i# liely to be an increa#e in portfolio loyaltyR a# youn$

con#u"er# re#trict their product choice# to a nu"ber of brand# bet&een &hich

they #&itch at &ill %hil#t thi# &ill force co"panie# lie Coca-Cola to re-thin their

de'nition# of loyalty and retention, it "ay al#o $i+e the" a "ar$in of error &ith

#o"e con#u"er# Portfolio loyalty ha# the potential to reduce the i"pact of

"i#tae# "ade by any of the portfolio brand#, a# the #&itch to another product

&ithin the portfolio need not be percei+ed a# a #&itch a&ay fro" the o8endin$

brand rather a te"porary chan$e of option

Career #euencin$

The ;ob for lifeR ha# been in de"i#e acro## )urope, and i# #y"pto"atic of

chan$e# in the econo"ic ba#e, #uch a# the tran#ition to a fully #er+ice-led

econo"y, occurrin$ in "o#t )uropean nation# 6ut &hil#t thi# ha# been hi$hli$hted

a# an area of concern for older $eneration# threatenin$ their ;ob #tability and

addin$ to &or-place in#ecuritie#, it ha# been acti+ely e"braced by youn$er

$eneration# :hort-ter" place"ent#, part-ti"in$ and contract &or "ay be

con#euence# of a chan$in$ ;ob-"aret, but they al#o happen to be perfectly#uited to the *e1ible, portable #ill-#et# and #hort-ter" a"bition# of the youth

&orforce !t i# not unco""on for youn$ e"ployee# to be in their 'fth or #i1th

po#ition by the ti"e they are 30, and to ha+e &ored in a nu"ber of, often

unrelated, #ector#

6ut thi# #ee"in$ lac of direction doe# not re*ect any fall in a"bition indeed,

"any youn$ e"ployee# place e+er hi$her e1pectation# on the"#el+e# and their

perfor"ance !n particular, the international #ucce## #torie# #pa&ned in the &ae of

the !nternet boo" (#uch a# )rn#t Gal"#ten, :telio# Ha;i-ioannou, 6rent Hober"an

O Gartha Lane-9o1 ha+e #een the #tandardR for #ucce## ri#e al"o#t e1ponentially


13/39


&ay#ide 9or Coca-Cola a# an e"ployer, the i"plication# of thi# trend are "ore

#i$ni'cant Co"panie# already e1perience diScultie# attractin$ and "aintainin$

the be#t e"ployee#, and e+en "odern incenti+e# #uch a# pro't-#hare or #hare-

option# can be +ie&ed a# too lon$ ter" or re"ote 6etter incenti+e# "i$ht co"e inthe for" of $reater ;ob +ariety - #uch a# interdepart"ental "i1in$, international

place"ent#, or e+en throu$h alliance# &ith other co"panie#, allo&in$ e"ployee#

to #hift bet&een the" The#e incenti+e# not only tap into youn$ con#u"er#/ need

for continual trainin$ and learnin$ I#ee :ill# Acui#itionJ, but al#o enable the" to

feel le## re#tricted in the &orplace and "ore in control of their choice#

IptionalityJ

Co""unication continuu"

Another factor hi$hli$hted a# ha+in$ "a;or i"plication# for the uality of life of

)uropean# lie# in their u#e of co""unication technolo$ie# !n part becau#e youn$

people +ie& #o "any of their relation#hip# &ith the out#ide &orld (&ith e"ployer#,

&ith politic#, &ith brand# a# contractual, per#onal net&or# are e+en "ore

i"portant for thi# $eneration !t i# i"portant to "aintain a net&or of friend#

perhap# to 'nd ;ob# throu$h, a# &ell a# for #ocial rea#on# Co""unication#

technolo$ie# enable #uch net&orin$ Technolo$ie# #uch a# e-"ail and :G: ha+e

already enabled )uropean# ( and in thi#, )urope ha# and &ill be ahead of the 7: for

#o"e ti"e to co"e to interact &ith e+er broader and "ore di+er#e #ocial and &or

net&or#, in a #horter ti"e e8ecti+ely allo&in$ u# to co""unicate "ore

freuently and in "ore *e1ible &ay# 6y 2005 the a+ailability of far richer #er+icecapabilitie# +ia the third $eneration "obile phone# &ill increa#e thi# capability

e+en further - pro+idin$ the technolo$y doe# ulti"ately deli+er

!n the ne1t fe& year#, &e anticipate that people, e#pecially the under 30#, &ill u#e

technolo$y to "aintain all of their interaction# There &ill be a continuu" of

co""unication# people/# interaction# &ith other people &ill be #trea"lined in

order to 't the" in &ith all the other de"and# of life :o phone call# &ill be

#ub#tituted for face to face "eetin$#, te1t "e##a$e# for e"ail# or any other

co"bination that i# preferable at the ti"e !n thi# re$ard, youn$er $eneration#

"ae fe&er di#tinction# bet&een co""unication type#, and are happier to u#e

&hat older $eneration# &ould con#ider i"per#onal channel# to "aintain their

#ocial net&or#

The lar$e #cale tae-up of per#onal technolo$ie#, and in particular the "obile

phone, by today/# youn$ con#u"er# ha# #o"e #eriou# i"plication# for brand#

acro## )urope :tudie# ha+e #ho&n that the a"ount of "oney and ti"e that youth

are #pendin$ on "aintainin$ their per#onal net&or# (throu$h e-"ail cafe#, :G:

and the lie i# tain$ a&ay fro" the re#ource they ha+e a+ailable to #pend on

"ore di#cretionary ite"# and i"pul#e purcha#e# #uch a# "a$a>ine# and e+en

ci$arette#

Quality of life &ill be enhanced by technolo$y, unle## or until it #tart# to beco"e

ultra-intru#i+e or fail# The onu# on the pro+ider# &ill be to en#ure that thi# doe#

3


14/39


not happen $i+en that con#u"er#, e#pecially the youn$er $eneration, &ill be

e+en "ore critical if they feel that their uality of life ha# been ne$ati+ely a8ected

by a third party There i# a clear opportunity for Coca-Cola brand# to a##ociate

the"#el+e# &ith ne& technolo$ie#, and to both bene't fro" and add to theincrea#in$ #en#e of playfulne## &hich they are brin$in$ to youn$ con#u"er#/ li+e#

I#ee Techno-Luden#J A##ociation &ith the "obile phone "aret i# one $ood &ay of

achie+in$ thi#, but the brand# ha+e the ability to le+era$e their life#tyle i"a$e# to

brin$ e+en "ore fun to youn$ con#u"er#/ u#e of co""unication technolo$ie#

Concept# #uch a# Coca-Cola "achine# &hich can operate on (pre-paid phone-

credit, or top-up card# &hich can be e1chan$ed for Coca-Cola brand# in-#tore &ould

help to e"bed the brand# &ithin thi# fun ele"ent of con#u"er technolo$y u#a$e

Fai#y chainin$

Fai#y-chainin$ refer# to the $ro&in$ trend a"on$ "any youn$ )uropean

con#u"er# to #trin$ to$ether a nu"ber of entertain"ent option#, rather than

relyin$ upon a #in$le +enue, e+ent or e+en brand for all their entertain"ent

reuire"ent# !n part thi# trend re*ect# #tron$ recent de+elop"ent in the lei#ure

and entertain"ent #ector# acro## "ainland )urope, a# &ell a# increa#e# in

di#po#able inco"e - allo&in$ con#u"er# to #pla#h-out on "ore fun-ba#ed rather

than nece##ity-dri+en co#t# Central and )a#tern )uropean# in particular &ho#e

lei#ure #pendin$ &a# re#tricted until recently by econo"ic condition#, anticipate#tron$ $ro&th in recreational #pendin$ to 2005 6ut thi# trend al#o deri+e# fro"

con#u"er# $ro&in$ e1pectation# of optionality, and the increa#in$ly hi$h

e1pectation# they place on lei#ure e1perience#

9or youn$ )uropean# in particular, ha+in$ a nu"ber of lei#ure option# i# a core

ele"ent of uality of life, and thi# trend to&ard# #&itchin$ "ore re$ularly and

freely bet&een the" can be attributed, at lea#t in part, to the ri#e of portable

co""unication# Fe+ice# #uch a# the "obile phone ha+e facilitated the rapid

di8u#ion of infor"ation about entertain"ent option# bet&een friend#, collea$ue#,

etc allo&in$ real-ti"e a##e##"ent of the po##ibilitie# Goreo+er, the ne1t fe&

year# #hould #ee the "obile phone playin$ an e+en $reater facilitatin$ role in

)uropean#/ dai#y chain con#truction &ith the ri#e of %AP and 3M #er+ice# (#uch a#

:e#a"e, de#i$ned #olely to brin$ up-to-the-"inute entertain"ent infor"ation

direct to the pal"# of youn$ con#u"er#

Thi# place# a hea+y burden upon lei#ure-ba#ed brand# and #er+ice# to "ae the

con#u"er e1perience a perfect one, a# $ro&in$ con#u"er centricity in the indu#try

and increa#in$ ti"e pre##ure# a"on$ con#u"er# ha+e #een tolerance le+el# (for

e1a"ple, of poor #er+ice fall a&ay 9or "any con#u"er# it i# ea#ier to #i"ply add

another dai#y to the chain to #&itch brand, +enue, and #o on, than it i# to

co"plain, or &ait for thin$# to i"pro+e of their o&n accord

@


15/39


Thi# trend pre#ent# both an opportunity and a threat to Coca-Cola brand# A#

con#u"er#/ lei#ure option# and propen#ity to #&itch bet&een the" increa#e, #o the

e1pectation# on the e1perience are hei$htened, and brand# need to beco"e "ore

a&are of the role they play in the o+erall con#u"er e1perience at any $i+en +enueIe$ fa#t-food re#taurant +# cine"a +# ni$htclubJ )nhancin$ the con#u"er

e1perience in any one of the#e dai#ie#R "ay increa#e retention and reduce the

propen#ity to "o+e el#e&here, but "ay al#o "ean that &hen con#u"er# do "o+e

to the ne1t dai#y in the chain, that they &ill be looin$ for an e1perience totally

unrelated to the brand

Thi# ha# far-reachin$ i"plication# for Fiet Coe a# the brand already ha# #tron$

a##ociation# &ith the &orplace, and thi# "ay pro"pt "any con#u"er# to lea+e it

behindR &hen they "o+e further alon$ their lei#ure chain# 9or Coca-Cola, thi#

trend "ay &or in a nu"ber of &ay# !t "ay be that con#u"er# &ill en;oy the

con#i#tency of the Coca-Cola e1perience throu$hout the cour#e of an e+enin$ the

"ere pre#ence of the brand (i"a$ery can play a po&erful rea##urance role for

#o"e con#u"er# le## con'dent &ith the #eriali#ation of +enue#, a# a hall"ar of

uality and #tability )ually, there are liely to be con#u"er# &ho loo for product

a# &ell a# location di+er#ity in the dai#y chain#, and the brand "ay be forced to

play do&n it/# e1periential role in all of the +enue# in order to e1tract "a1i"al

+alue fro" it# con#u"er# Con+er#ely, Coca-Cola could en#ure that the ualitati+e

e1perience of it# brand# i# #i$ni'cantly di8erent in each of the di8erent dai#ie#R,

for in#tance throu$h #eparate brandin$, thu# allo&in$ con#u"er# to feel they are

$ettin$ the di+er#ity they de#ire

%or, and the Gary Poppin# principle

)*n e$ery %ob that ust be done

here is an eleent of fun

/ou nd the fun and snap1

he %obs a gae( 2 fro" 3 spoon full of sugar( Gary

Poppin#, 4@

9ollo&in$ on fro" chan$in$ perception# of the &or-life balance a"on$ )uropean

youth#, there #ee"# to be a $ro&in$ e1pectation that &or #hould be en;oyable a#

&ell a# challen$in$ There #ee"# to be a "ared trend to&ard# only &orin$ for a#

lon$ a# it #uit# the indi+idual, and thu# that loyalty la#t# only a# lon$ a# the &orer

feel# they en;oy the &or Thi# tie# in &ell &ith another e"er$in$ trend Ho"o

luden#R, &hich hi$hli$ht# a $eneral de#ire for and "o+e"ent to&ard# "ore playR

in con#u"er#/ li+e#

The concept of play ha# lon$ been central to con#u"er de'nition# of uality of life

althou$h for older $eneration#, the playR "ay be "ore "ental (#ee for e1a"ple,

the popularity of national lotterie# and other for"# of $a"blin$ acro## )urope

than acti+ely phy#ical Ho&e+er, the notion of work as play i# al"o#t uniue to)urope/# ne1t $eneration of de"andin$ con#u"er#, and ha# far-reachin$

5


16/39


i"plication# for e"ployer# and brand# alie, a# tho#e that fail to #ucce##fully "arry

the#e t&o notion# (a la Gary Poppin#, &ill rapidly lo#e appeal

The Fiet Coe brand in particular i# in a #tron$ po#ition to capitali#e upon thi#trend %ith it/# already #tron$ &or-place po#itionin$ (at lea#t in the 7, there i#

an opportunity to reinforce it#elf a# a li$ht-hearted alternati+e to &or throu$h, for

in#tance, a##ociation &ith "ore recreational ele"ent# of oSce life - #ofa#, e"ail#,

e+en table-football and pool table# 6ut the trend applie# eually to Coca-Cola a#

an e"ployer The relation#hip bet&een &or and play ha# i"plication# for #ta8

en$a$e"ent and retention, but al#o for public perception of the brand A#

con#u"er# u#e increa#in$ly per#onal and inci#i+e criteria on &hich to di8erentiate

co"panie#, $reater focu# "ay be placed on perception# of internal culture I#ee

Corporate Tran#parencyJ Con#u"er# "ay be loathe to buy life#tyle or fun product#

fro" a co"pany #uch a# Coca-Cola if they ha+e heard ne$ati+e thin$# about the

internal culture and the attitude of the e"ployee# Inot lea#t becau#e of the fear of

di#$runtled e"ployee# deliberately #abota$in$ product ualityJ

Techno-literacy and #ill# acui#ition

)he growing econoy and technology akes it a good tie to be young right

now( (Male, 30-50, Britain)

The ability to u#e technolo$y &ill $ro& a# an i"portant deter"inant of uality of

life for the youn$ !n an increa#in$ly .&ired &orld/, the ability to u#e thetechnolo$ie# of the ti"e i# an i"portant co"ponent of #ucce## in the ;ob "aret,

and in "ana$in$ the con*ictin$ de"and# of daily life There &ill continue to be

di8erence# bet&een the #ill le+el# of the youn$ population, and le## #illed

&orer# &ill 'nd the"#el+e# en;oyin$ fe&er co""ercial opportunitie# and le##

*e1ibility in their &or Thi# *e1ibility and the freedo" it entail# i# a ey factor in

de'nin$ uality of life for "any youn$ )uropean#

he $alue attached to 'eibility is one of the di$ides between the under and o$er

50s, the notion of leading parallel li$es, which technology allows you to do(

(Male, 30-50, Britain)

!t i# ea#y to for$et, ho&e+er, that not all e"ploy"ent opportunitie# &ill deri+e fro"

ne& technolo$ie# the future &ill hold a# "uch (if not "ore de"and for hi$hly

#illed technician# in "ore traditional #ector# too #uch a# "aintenance and the

#er+ice indu#trie# The #ector that &ill really #u8er $oin$ for&ard# &ill be the

"oderately #illed uality of life &ill hin$e "ore and "ore on the ability to attain

pro'ciency in increa#in$ly #peciali#ed #ill-#et# 9or thi# rea#on there &ill be a hi$h

+alue placed on #ill# acui#ition, &ith co"panie# or e+en brand# that do not o8er

+alue in ter"# of life-lon$ learnin$ opportunitie# rapidly fallin$ fro"

Althou$h the i"portance to youn$ con#u"er# of continuou# #ill# acui#ition rai#e#

#o"e i##ue# for the Coca-Cola co"pany a# an e"ployer ICareer :euencin$J, the


17/39


trend it#elf po#e# no real threat to the Coca-Cola brand# !f anythin$ there i# an

opportunity to #tren$then aSnity and brand po#itionin$ throu$h e"pha#i#in$

Coca-Cola/# co""it"ent to per#onal education and furtherance The lin bet&een

Coca-Cola and education i# already e#tabli#hed in "any nation#, and there #ee"#little to pre+ent the co"pany fro" further ad+ancin$ thi# a##ociation, e$ throu$h

i"partial #pon#or#hip of career# fair#, e"ploy"ent-related publication#, trainin$

cour#e# or e+en "ana$e"ent colle$e# - &hat i# to #top the "il-roundR beco"in$

the Coe-roundRU

Techno-luden#

Play i# an i"portant part of our li+e# central to "o#t de'nition# of uality of life,

and a concept &e continue to u#e, both a# a +ehicle to e#cape fro" #tre##, and to

de'ne &ho &e are The play +alue of technolo$ie# &ill be a# i"portant to youth a#

bu#ine## u#e# The &ired &orld i# a play#pace in it#elf, and #o"ethin$ that "any

)uropean# u#e to or$ani#e lei#ure in the oine &orld a# &ell Althou$h the

internet, particularly +ia PC#, it#elf &on/t nece##arily be an i"portant lei#ure

"ediu" for the "a;ority, it &ill ha+e an i"portant role in helpin$ people to

re#earch and plan and e+en co-ordinate their acti+itie# At pre#ent, a lar$e

proportion of profe##ional# u#e the internet to help the" re#earch and plan

holiday# iii, and &e anticipate thi# trend beco"in$ "ore co""on a# "ore people

reali#e the potential of technolo$ie# #uch a# thi# to tae #o"e of the pre##ure o8

their daily routine - a# one Futch co""entator ob#er+ed of the youth "aret

“ because they are ore or less born with a cell phone6 they’ll use it for things likebuying o$ie tickets(.

Pre#ently there #ee"# to be a broad di+i#ion in attitude# to technolo$y, &ith

+endor# and older $eneration# +ie&in$ it far "ore a# a functional or infor"ational

"ediu", than the youn$er con#u"er# &ho en$a$e &ith technolo$y "ore for

rea#on# of fun !n the future, &e anticipate $reater in+e#t"ent in technolo$y a#

"uch for it# play +alue a# for it# utility a pheno"enon &ell e+idenced in the hu$e

popularity of $a"e# con#ole# acro## )urope, in particular the :)MA Frea"ca#t, and

:ony/# P:2 A# pro+ider# reali#e the *e1ibility and play potential of technolo$ie#,

&e e1pect to #ee a $ro&in$ nu"ber of entertain"ent option# bein$ facilitated

throu$h technolo$y, a# ha# already been docu"ented &ith the i-"ode in apan

!n a hi$hly connected &orld, &e &ill all be able to participate in the #a"e dialo$ue

on popular culture The !nternet &ill be a dri+er in the continued $lobali#ation, and

ho"o$eni#ation, of popular culture Throu$h the &eb, and our o&n net&or#,

a&arene## (and al#o a##e##"ent of ne& pro$ra""e#, 'l"#, "u#ic etc &ill be

#pread further and fa#ter Technolo$ie# that already e1i#t &ill beco"e "ore

i"portant to our lei#ure con#u"ption #o 'l" &eb#ite# &ill beco"e "ore i"portant

a# node# on the &eb (&e ha+e already #een thi# &ith the 6lair %itch Pro;ect #ite

%ebca#t#, #uch a# the Paul GcCartney and Gadonna &eb ca#t# thi# year, &hich

#a& record nu"ber# lo$$in$ on, &ill be i"portant for the "a## "aret The "a##"aret acro## )urope &ill con+er$e, #o that the #a"e ite"# of popular culture &ill

be a+ailable acro## )urope, in addition to local 'l", "u#ic etc

N


18/39


9or co"panie#, there i# an opportunity to tap into thi# trend, and appeal to our

de#ire to play throu$h technolo$y 6rand# could occupy a #pace a# pa##ion

partner#, pro+idin$ infor"ation and re#ource# for con#u"er# to en$a$e in their

o&n intere#t#, or beco"e fun place# to +i#it 9or e1a"ple, a# #ite# &e $o to $eticon# for our 3M phone# (;u#t a# &e $et "obile rin$ tone# o8 the net no&, or a#

#pace# for people to play in the online &orld

Techno-luden# i# a "a;or part of youn$ con#u"er#/ li+e#, and Coca-Cola #hould not

be afraid to e"brace the trend, both a# an e"ployer encoura$in$ the u#e of

e"ail, :G:, etc bet&een e"ployee#, but al#o throu$h the brand# throu$h

a##ociatin$ the" &ith the &orld of con#u"er technolo$y u#e The #elf-con#tructed

nature of con#u"er#/ &ired &orld#R "ean that it can be dan$erou# to pu#h

content, or e+en brand "e##a$e# throu$h con#u"er technolo$ie#, a# thi# i#

in+ariably #een a# intru#i+e and controllin$ 6ut there i# a $ood opportunity the

Coca-Cola brand to a##ociate it#elf &ith ne& technolo$ie#, perhap# throu$h

#pon#or#hip of on-line e+ent# or chat foru"#, or throu$h or$ani#ation of "ulti-

channel co"petition# alon$ the line# of the recent Eoia-Ma"e

Techno-luden# ha# the potential to unite the youth $eneration in a &ay not #een

#ince football 9or that rea#on, Coca-Cola/# po#itionin$ in thi# "aret #hould be not

unlie that it too &ith football not a# a techno-brand, but a# a brand that

under#tand#, and i# co"patible &ith, the i"portance of technolo$ie# to it#

con#u"er# The Coca-Cola brand already ha# e#tabli#hed #tron$ +alue# that "e#h

&ell &ith youn$ con#u"er#/ technolo$y u#a$e ca#ual, portable and fun - and a#

#uch #ee"# ideally #uited to tap into the #tron$ con#u"er feelin$ that e"er$e#fro" thi# trend

Hyper-poly$lottin$

Con#u"er# today are "ore e1po#ed to a +ariety of cultural in*uence# fro" acro##

)urope and further a'eld, and &ith the ea#in$ of intra-)uropean tra+el, and the

po##ibility of further rela1ation of i""i$ration re#triction# thi# cultural e1po#ure

i# liely to increa#e dra"atically Thi# e1tended cultural a&arene## #te"# fro" a

+ariety of #ource#, but in particular the trend to&ard# $reater )uropean tra+el and

international #tudy, and the $ro&in$ popularity of international au pair#

!n #uch an en+iron"ent, it i# only natural to #ub#u"e ele"ent# of forei$n culture

into national identity (con#ider the !ndian in*uence in 7, the Turi#h in*uence in

9rance, etc, but increa#in$ly &e are #eein$ the adoption of forei$n and cultural

ele"ent# into per#onal concept# of identity Gore #o than e+er before, the youn$

$eneration# of )urope li+e in a &orld &here there i# al"o#t an epectation that &e

&ill a##i"ilate #o"e of the#e in*uence# into our e+eryday li+e# Playin$ &ith

a#pect# of di8erent culture# i# beco"in$ a &ay of de'nin$ one/# uniue identity

hyper-poly$lottin$ &ill be #econd nature to the youn$er $eneration# in co"in$

year#


19/39


The youn$ en$a$e far "ore &ith in*uence# fro" other culture#, and are "ore liely

to inte$rate the#e into their e+eryday li+e# Thi# i# for "any rea#on# !n the pa#t,

&hil#t there &a# contact bet&een national# of di8erent )uropean #tate# (throu$h

"ilitary #er+ice, on occa#ional holiday# abroad, the le+el of e1po#ure to otherculture# either throu$h per#onal contact or "edia repre#entation# &a# not a#

hi$hD and today/# youn$ people ha+e been e1po#ed to the#e in*uence# fro" birth

!n contra#t to the a#pirational adoption of in*uence# fro" abroad in the pa#t for

e1a"ple the 6riti#h "iddle cla##e# beco"in$ &ine driner# after holiday# on the

continent, today/# youn$ people adopt the#e in*uence# in a "ore inner-directed

&ay Fra&in$ upon the di+er#e ran$e of culture# and in*uence# pre+alent in

)uropean #ociety in food, popular culture, fa#hion, reli$ion, i# one of the &ay# in

&hich youn$ people con#truct their identitie#

Thi# i# an i"portant deter"inant of con#u"er beha+iour youn$ people e1pre##

their +alue# and aSliation# throu$h the brand# they choo#e, and the#e +alue# are

#o"eti"e# captured in the national ori$in# of thi# brand :o "ore traditional

con#u"er# "ay identify the"#el+e# &ith the +alue# of "ain#trea" brand#

(repre#ented to "any by "a;or A"erican brand#, &hil#t other# "ay pic out niche

brand# de#i$n-con#ciou# )uropean niche brand# ha+e a particular .#nob +alue/

Thi# trend "i$ht be #een a# a threat to Coca-Cola, a# their $lobal pre#ence

(e#pecially the Coe and Fiet Coe brand#, reduce# the appeal to &ould-be hyper-

poly$lotter# The roa"in$ poly$lotter "ay &ell e1pre## a preference for re$ional or

local brand# o+er the "ore $lobal alternati+e# for the feelin$ of authenticity they

can brin$ to the e1perience, both durin$ and beyond their forei$n tra+el# 6ut thi#

de#ire for authenticity can e1tend beyond per#onal e1perience, and there i# a$ro&in$ trend to&ard# di#tribution of increa#in$ly di+er#e and ori$inal #oft and fruit

drin# in "any food retailer# Thi# trend not only enable# #upplier# to char$e a

hi$her "ar$in for the#e "ore authenticR drin#, but al#o feed# con#u"er# de#ire

to e1pre## their indi+iduality throu$h "ore e1clu#i+e con#u"ption pattern#

An increa#e in i""i$ration rate# "ay al#o ha+e an e8ect on thi# trend, a# non-

national# #ee to i"port their nati+e brand# for their o&n con#u"ption, but then

be$in to di#tribute the" to a &ider 7 audience Thi# trend i# already e+ident in

"any urban area# &ith hi$h-den#ity non-national population#, &here lar$e

a"ount# of i"port brand# are #old alon$#ide national eui+alent#, acro## the

ran$e of #tore for"at#

Ho&e+er, it i# i"portant to re"e"ber that not all a#pect# of life#tyle &ill be

poly$lotted A# youn$ con#u"er# beco"e "ore internationally "obile there &ill

re"ain a de"and for rea##uranceR brand# &hich can be found &here+er the

con#u"er happen# to be &orin$, #tudyin$ or tra+ellin$ brin$in$ a #en#e of

con#i#tency and #tability to their other&i#e "ore *uid life#tyle# Coca-Cola in

particular ha# a po&erful and di#tincti+e brand, and the brand pre#ence and

i"a$ery already play# a rea##urance role for "any con#u"er# in ter"# of uality

and +alue#

4


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!nclu#i+ity

A# a re#ult of the undi#puted de"o$raphic chan$e of an a$ein$ population, &e are

already #tartin$ to #ee the $ro&th of a "o+e"ent focu#in$ on uni+er#al or inclu#i+e

de#i$n &hich i# enco"pa##in$ the de#i$n of buildin$# and public tran#port, a# &ell

a# #"aller #cale thin$# lie do"e#tic appliance# and product paca$in$ Thi# ha#

#te""ed fro" $o+ern"ent# acro## the &orld le$i#latin$ that the need# of the

elderly and di#abled ha+e to be #ati#'ed Ho&e+er, the "o+e"ent for inclu#i+e

de#i$n ai"# not to #e$re$ate de#i$n, but in de#i$nin$ for the lea#t able to create

#i"ple and e8ecti+e de#i$n, &hich bene't# the &hole of #ociety

%hat i# particularly intere#tin$ at thi# point in ti"e i# that #uch a "o+e"ent

coincide# &ith in+i$orated intere#t# by "any ordinary people in the notion of $ood

de#i$n, art and #o forth Eot only are #uch inclu#i+e product# and #er+ice# de#i$ned

to enable ea#e of u#e for u#er# but al#o ine+itably becau#e the notion of

.inclu#i+ity/ i# bein$ adopted by "o+er# and #haer# in the de#i$n &orld they al#o

&or and they loo $ood The ada$e of .!f you de#i$n for the lea#t able, you de#i$n

for e+eryone/ i# no& beco"in$ "uch "ore +i#ible and o+er the ne1t fe& year#,

&e &ill e1pect thi# to continue Critically the point i# that a# inclu#i+ity beco"e#

hi$her pro'le the youn$er $eneration &ill #tart to ha+e a "ore inclu#i+e philo#ophy

about whate$er they/re doin$ and that &ill 'lter into other area#

The broad de"o$raphic (ie $enerational pro'le of Coca-Cola con#u"er#, and

inclu#i+e nature of the brand "e##a$e#, &ill "ean that "any con#u"er# &ill loo

to Coca-Cola to lead the &ay on inclu#i+ity trend#, particularly in paca$in$ anddi#tribution %hil#t it i# accepted that the brand# "u#t be careful about tain$ too

#tron$ a #tance on particular i##ue# Icf Politic# to !##ue#J, thi# i# one area &here

Coca-Cola cannot really a8ord to la$ behind co"petitor# !nno+ation# in paca$e

de#i$n Ie$ ea#y-open can#J, di#tribution Ie$ &heelchair acce## to +endin$

"achine#J, portability Ie$ #"aller li$hter re-#ealable container#J or e+en pricin$

Ie$ en#urin$ product can be bou$ht by anyone for the #a"e priceJ could be u#ed

to "ae the product "ore a+ailable to a &ider audience The#e "ay al#o pro+ide

an opportunity to co"e up &ith ne& de#i$n# that appeal to the "ore playful #ide of

youn$ con#u"er#

Conclu#ion#

Gany of the trend# outlined abo+e are not ne& in the"#el+e#, but ha+e $ained

#i$ni'cant "o"entu" in recent year# a# youn$ con#u"er# #tart to co"e to ter"#

&ith the ri## and uncertaintie# of "odern life The #ource of "uch of the in#tability

of the ri# #ociety &a# the breado&n of the old narrati+e the decline of the truth#

by &hich &e ;ud$ed our li+e# (&hat it tae# to be #ucce##ful, &hat it tae# to be a

"an, &hat a #teady ;ob, or a nuclear fa"ily "ean# 6ut the youn$ con#u"er# of

today ha+e $ro&n up &ithout the#e (or rather, &ith a ne& #et of truth# (20? of

the" &ere born to un"arried parent#, at lea#t 30? of the" already &or irre$ularhour#, or in te"porary contract &or, and their narrati+e i# far "ore #ub;ecti+e

and #elf-con#tructed

20


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6ut po##ibly the lar$e#t di8erence bet&een youn$ con#u"er# today and tho#e of

the pa#t 5-0 year#, ha# co"e in their attitude# to their o&n a$ency Throu$hout

the 40/# there &a# a $eneral feelin$ of i"potence a"on$ youn$ con#u"er# - a#

one Mer"an co""entator ob#er+ed The youn$er the per#on V the "ore #tron$lythey feel an inability to in*uence the &orld around the"R IW=! report, 445J !n

the ne& "illennial )urope, ho&e+er, youn$ con#u"er# are "ore opti"i#tic about

their ability to chan$e thin$#D they are reali#in$ that they are able to "ae a

di8erence not ;u#t to ele"ent# of their o&n li+e#, but al#o to pro1i"ate i##ue# in

the &orld around the"

Thi# opti"i#" i# e+ident, for in#tance, in the #hift in focu# fro" politic# to i##ue# -

youn$ con#u"er# are &ithdra&in$ their #upport fro" the #ta$nant political

in#titution# and in#tead focu#in$ their ener$ie# on "ore i""ediate and tan$ible

$oal# Po#iti+ity i# al#o "anife#t in the increa#ed pro-acti+ity of "any of the trend#

Ioptionality, career #euencin$, Gary Poppin#, #ill# acui#ition and techno-

literacyJ, a# youn$ con#u"er# loo to tae "ore control of their deci#ion#

7nderlyin$ thi# con'dence are a nu"ber of #ocio-cultural and econo"ic factor#

&hich "ay help to e1plain #o"e of the international di8erence# 9or in#tance,

#u#tained econo"ic pro#perity and ri#in$ di#po#able inco"e#, coupled &ith ri#in$

education le+el# and fallin$ youth une"ploy"ent "ay be "a;or dri+er# of

opti"i#" a"on$#t youn$ con#u"er# a #hift &hich i# further fuelled by the

$ro&in$ popularity of youn$er, hi$hly-#illed &orer# a"on$#t "any e"ployer#

Countrie# &hich ha+e #een #i$ni'cant reduction# in youth une"ploy"ent and

increa#e# in #ill# acui#ition Ie$ :pain, !reland, Portu$alJ #core hi$hly on"ea#ure# of opti"i#" #ee table belo&, and thu# one "i$ht e1pect #o"e of the#e

trend# to be "ore pronounced in tho#e countrie#

Parallel co"pari#on# "ay be "ade for "any of the other trend# Thu#, for in#tance,

the "ore technolo$y-oriented trend# Itechno-luden#, co""unication continuu"J

&ill be "ore pronounced in countrie# &ith $reater technolo$y tae-up rate#

(particularly of entertain"ent and co""unication technolo$ie# 9or the#e trend#,

it i# not the penetration of technolo$ie# per #e &hich deter"ine the i"pact, but

"ore the attitude# to&ard# the", their u#a$e, and the #peed &ith &hich they ha+e

been adopted by youn$ con#u"er#

The &orplace-#peci'c trend# can al#o be a##e##ed throu$h e1ternal "ea#ure#

:ill# acui#ition and career #euencin$, a# &ell a# bein$ a product of youn$

con#u"er#/ ne&-found po#iti+ity, can al#o be #een a# con#euence# of the #hift to

"ore #er+ice-led econo"ie# Thu# &hile &e &ould e1pect le+el# (e$ of ;ob-

#&itchin$ to be hi$her in e#tabli#hed #er+ice econo"ie# #uch a# 7, :&eden or

Holland, the area# of $reate#t i"pendin$ chan$e &ill be tho#e econo"ie# in

tran#ition (e$ e1periencin$ a decline in traditional A$riculture or !ndu#try #ector#,

and in particular the ea#tern )uropean nation# #uch a# C>ech =epublic or Poland

The relati+e i"portance of life-balance trend# Icool-to-cope, life-balanceJ bet&een

nation# "ay be a##e##ed throu$h looin$ at traditional di8erence# in reli$io-

cultural e1pectation# !n "any northern (Prote#tant nation#, indi+idual# ha+e

2


22/39


traditionally been e1pected to be "ore autono"ou# and independent, fuellin$ the

i"a$e of the bu#y (#tre##ed profe##ional ideali#ed throu$hout "uch of the 0#

and 40# :outhern (Catholic nation# on the other hand ha+e al&ay# had a "ore

laid bac, and fa"ily-oriented life#tyle ideal for the" it ha# al&ay# been cool tocope The trend to&ard# achie+in$ better life-balance and of reducin$ o#ten#ible

#tre## le+el# "ay thu# be "ore pronounced a"on$ con#u"er# fro" northern

nation# Ie$ 7, Mer"any, :&eden, HollandJ, a# they loo to redre## the balance

and to do&nplay the predo"inance of &or in their li+e#

A further trend &ith #i$ni'cant international di8erence# &hich "ay be e1plained

throu$h cultural factor# i# that of hyper-poly$lottin$ :tren$th of cultural identity,

nationali#" and le+el# of international (or intra-)uropean tra+el and #tudy, &ill all

i"pact the e1tent to &hich youn$ con#u"er# are &illin$ to e"brace ele"ent# of

forei$n culture n thi# ba#i#, one "i$ht e1pect poly$lottin$ to be hi$her a"on$#t

"ore open and &ell tra+elled nationalitie# lie the :&edi#h, Mer"an# or !ri#h than

in tho#e fro" "ore e1clu#i+e countrie# #uch a# !taly or Mreece Le+el# of

i""i$ration, and hi#torical colonial a##ociation# "ay al#o i"pact le+el# of hyper-

poly$lottin$ acti+ity, a# nation# &ith lo& tolerance, le## #till e1perience Ie$

6el$iu", !talyJ, of forei$n culture# &ill be le## liely to #ub#u"e ele"ent# of the"

into their li+e#

!nclu#i+ity i# another trend &here international di8erence# "ay be e1plained

throu$h #hift# in de"o$raphic# Population# acro## "uch of )urope are a$ein$

lar$ely a# the re#ult of i"pro+in$ nutritional #tandard# and ad+ance# in healthcare,

in #o"e countrie#, notably !taly and :pain, fallin$ fertility rate# ha+e elicited aparallel decline in youn$er $eneration# !n the#e countrie#, older $eneration#

repre#ent an e+er $reater proportion of the population and thu# the need for

inclu#i+ity and inclu#i+e de#i$n i# "ore pronounced than in countrie# &here the

nu"ber of older con#u"er# i# actually declinin$ a# in "any )a#tern )uropean

countrie#

The follo&in$ table atte"pt# to de"on#trate ho& #o"e of the trend# "ay di8er

bet&een countrie#, by hi$hli$htin$ international di8erence# in underlyin$ or

#upportin$ dri+er# Eote that "any of the trend# "ay be in*uenced by "ultiple

dri+er#, or indeed by dri+er# not included in the table Thi# i# thu# not a

uanti'cation proce##, nor indeed #hould it be u#ed to e+aluate ulti"atedi8erence# in uality of life "ea#ure# Countrie# ha+e been #cored &ith a 2 &here

the factor &a# felt to ha+e the "o#t #i$ni'cant i"pact on uality of life trend# in

the ne1t fe& year#, and &ith a &here the i"pact &a# felt to be le## A 0 i"plie#

that the factor &ill ha+e little or no i"pact on the trend# in the i""ediate future

Fata table# e1plainin$ the #corin$ "ethod "ay be found in the attached appendi1

:tandard country abbre+iation# ha+e been u#ed a# ro& header# 6el$iu" (6D

Fen"ar(FD Mer"any(FD :pain()D Mreece()LD 9rance(9D !reland(!=)D !taly(!D

Lu1e"bour$(LD Eetherland#(ELD Au#tria(AD Portu$al(PD 9inland(9inD

:&eden(:&eD and 7nited in$do"(7

22


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Fata for Hun$ary, Poland, C>ech =epublic and Turey ha+e not been included in

thi# #u""ary table a# there &ere too "any "i##in$ data point# %here a+ailable,

data for the#e countrie# ha# been included in the indi+idual table# in the appendi1

23


24/39


:u""ary table

B Dk D E EL F Ire I L NL ! Fi

n

"# $%

Feclinin$ political

en$a$e"ent

0 0 0 2 2 2 2 2 2

!ncrea#e in

national &ealth

2 2 2 2 2 2 2 2 2

!ncrea#e in #ocial

protection

#pendin$

0 0 2 2 0 2 0 2

=i#e in per#onal

di#po#able

inco"e

2 2 2

Fecline in youth

une"ploy"ent

0 0 0 2 2 2 0 2 2 2

Life #ati#faction 2 0 2 0 2 2 0 2

9uture opti"i#" 0 2 2 2 0 2 2 2

=i#in$ educational

#tandard#

0 0 2 0 2 0 0 2 2

)"ploy"ent

opti"i#"

0 2 2 2 2 0 2 2

!nternet

penetration

2 2 2 2 2 2 2 2 2 2

Gobile phone

penetration rate#2 2 2 2 2 2 2 2 2 2 2 2 2 2 2

Le+el# of forei$n

#tudy

0 2 0 0 2 0 2 0

)ntrepreneur#hip 0 0 0 0 2 2 2 0 2 0

2@


25/39


Appendi1

Fata chart# and #u""ary of #corin$

&'ane in *litical enae+ent

Chan$e in +otin$ turnout a"on$#t +otin$

a$e public, fro" election in early 40# to

"o#t recent election

C>ech =epublic -@ 2

Hun$ary - 2

Poland -52 2

Eetherland# -4 2

Au#tria -N 2

Lu1e"bour$ -3 2

7 - 2

:&eden -5@ 2

!taly -@4

!reland -@5

9inland -@5

Mreece -3

6el$iu" -2

9rance -@

Turey -0N

Mer"any 0N 0

Fen"ar 2N 0

:pain 33 0

Portu$al N@ 0

:ource !F)A (!nternational !n#titute for

Fe"ocratic and )lectoral A##i#tance

25


26/39


Increae in Nati*nal ealt'

Percenta$e increa#e in MFPcapita (PPP,

445 - 444

!reland 5 2

Lu1e"bour$ 3 2

7 3 2

Eetherland# 3@ 2

Poland 3@ 2

9inland 33 2

:pain 32 2

Fen"ar 30 2

Mreece 30 2

:&eden 2N

!taly 2

Au#tria 2

6el$iu" 25

Mer"any 23

9rance 2

:ource )CF )uro#tat

IWincrea#e fro" 445J

2


27/39


Increae in *cial r*tecti*n

? increa#e in $o+ern"ent #pendin$ on

#ocial protection, 440-44

Portu$al 4 2

Lu1e"bour$ 5 2

!reland @@ 2

7 35 2

:pain 2@

Fen"ar 22

Mreece 20

9rance 20

Au#tria 20

9inland 20

6el$iu" 4

!taly

Mer"any @ 0

:&eden 4 0

Eetherland# 3 0

:ource )uro#tat

2N


28/39


.ie in di*a/le inc*+e

? increa#e in Per#onal Fi#po#able

!nco"e#, 44@ - 2000

Poland N 2

C>ech =epublic 5@ 2

7 @4 2

!reland @0 2

9inland 35 2

:pain 2

Hun$ary 2

Mreece 23

!taly 22

Portu$al 2

9rance 0

Eetherland# N 0

Fen"ar N 0

Mer"any 0

:&eden @ 0

Au#tria 3 0

6el$iu" 0

Turey 2 0

:ource )uro"onitor Country =eport#

2


29/39


Decline in y*ut' une+l*y+ent

? chan$e in youth (5-2@ yr old#

une"ploy"ent, 445 - 2000

!reland -N 2

Eetherland# -0 2

Portu$al -@3 2

:pain -@ 2

:&eden -3@ 2

9rance -24

Au#tria -25

9inland -22

Lu1e"bour$ -4

7 -

Fen"ar -N

6el$iu" X5 0

!taly XN 0

Mer"any X0 0

:ource )uropean Co"i##ion

24


30/39


Lie atiacti*n

Percenta$e national population clai"in$

to be +ery #ati#faied &ith their life in

$eneralR, 2000

Fen"ar 5N 2

:&eden 35 2

!reland 35 2

Lu1e"bour$ 33 2

Eetherland# 32 2

7 2

Au#tria 25

9inland 22

6el$iu" 4

:pain

9rance @

Mer"any

Mreece 4 0

!taly 0

Portu$al 3 0

:ource )urobaro"eter

30


31/39


ti+i+

Percenta$e national population clai"in$

life #ati#factionR &ill i"pro+e o+er the

ne1t 5 year#

:pain 5 2

!reland 5@ 2

Portu$al 5@ 2

7 50 2

!taly @4 2

:&eden @ 2

9rance @5

Mreece @5

Fen"ar @0

Lu1e"bour$ 3

Eetherland# 3N

9inland 3

6el$iu" 3

Au#tria 30 0

Mer"any 20 0


3


32/39


Increae in educati*nal tandard

? increa#e in #tudent# co"pletin$

tertiary education cour#e#, 440-44N

Portu$al 4 2

Mreece 2

7 50 2

!reland 50 2

:&eden @2

:pain 3

9inland 3

6el$iu" 3

!taly 30

9rance 2 0

Fen"ar 4 0

Au#tria N 0

Mer"any 2 0

Eetherland# -2 0

:ource )uropean Co""i##ion

32


33/39


E+l*y+ent *ti+i+

Percenta$e national population belei+in$

that their per#onal e"ploy"ent #ituation

&ill i"pro+e in the ne1t year, 2000

:pain 3 2

:&eden 24 2

!taly 24 2

!reland 24 2

Mreece 24 2

Portu$al 2 2

9rance 2

Eetherland# 2@

6el$iu" 23

Fen"ar 22

7 22

Lu1e"bour$ 2

9inland 20

Mer"any N 0

Au#tria N 0


33


34/39


Internet enetrati*n

!nternet u#er# a# percenta$e of total

population, 2000

Fen"ar @ 2

:&eden @N 2

9inland @2 2

Eetherland# 33 2

7 33 2

9rance 2 2

Lu1e"bour$ 2 2

6el$iu" 25 2

Au#tria 23 2

Mer"any 20 2

!reland 4

!taly 4

:pain 5

Mreece 2

Portu$al

Poland N

Hun$ary

C>ech =epublic 3 0

Turey 3 0

:ource Eet Pro't

3@


35/39


M*/ile '*ne enetrati*n

&ner#hip rate# of per#onal "obile

phone#, 2000

Au#tria N 2

9inland N5 2

!taly N2 2

:&eden N 2

Lu1e"bour$ N 2

Eetherland# N 2

7 N 2

Fen"ar 2

!reland 5 2

Portu$al 3 2

:pain 2

Mer"any 5 2

Mreece 5 2

6el$iu" 5@ 2

9rance @4 2

C>ech =epublic @2 2

Hun$ary 2

Turey 2@

Poland

:ource )GC

35


36/39


Le2el * *rein tudy

? of #tudent# in tertiary education

#tudyin$ out#ide o&n country

Lu1e"bour$ 0 2

!reland 2

Mreece 05 2

Au#tria @ 2

9inland 3 2

Fen"ar 25

Holland 25

Portu$al 25

6el$iu" 2

:&eden 2

Mer"any 5 0

9rance 5 0

!taly 5 0

:pain 0

7 0

:ource )uropean Co""i##ion

3


37/39


Entrereneur'i

Eational inde1 of )ntrepreneur#hip, 2000

9inland N 2

!reland N 2

Lu1e"bour$ 4 2

Eetherland# 4 2

Mreece 5

Hun$ary 5

:&eden 5

Au#tria @

!taly 3

Turey 2

Mer"any

6el$iu"

Poland

Fen"ar 5 0

:pain 5N 0

9rance 5N 0

Portu$al 52 0

7 52 0

C>ech =epublic @ 0

:ource !GF (!nternational !n#titute for

Gana$e"ent Fe+elop"ent

3N


38/39


9or ea#e of co"pari#on, the table ha# been reproduced, #ub#titutin$ #haded

#y"bol# for the nu"erical #core#

Thu# a 2 i# no& repre#ented by a , a by a and a 0 by a∗

Gi##in$ data are#ho&n by the letter 1

B Dk D E EL F Ire I L NL ! Fi

n

"# $%

Feclinin$ political

en$a$e"ent

∗ ∗ ∗

!ncrea#e in

national &ealth

!ncrea#e in #ocial

protection

#pendin$

∗ ∗ ∗ ∗

=i#e in per#onal

di#po#able

inco"e

1

Fecline in youth

une"ploy"ent

∗ ∗ ∗ 1 ∗

Life #ati#faction ∗ ∗ ∗

9uture opti"i#" ∗ ∗

=i#in$ educational

#tandard#

∗ ∗ ∗ 1 ∗ ∗

)"ploy"ent

opti"i#"

∗ ∗

!nternet

penetration

Gobile phone

penetration rate#

Le+el# of forei$n

#tudy ∗ ∗ ∗ ∗ ∗

)ntrepreneur#hip ∗ ∗ ∗ ∗ ∗ ∗

3


39/39

i

ii The Henley Centre, Plannin$ for Con#u"er Chan$e in )urope, 'eld&or conducted in Au$u#t2000iii N2? of youn$ profe##ional# in re#earch co""i##ioned by !ndependent Tra+eller/# %orld inFece"ber 2000 u#e the !nternet to help

europe-quality of life in 2005

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