Nicole, 31 (Millenials / Generation Y)

Nicole in a nutshell

For this athletic, health-conscious woman in her mid-thirties, her private life is at least as important as her job—especially since the birth of her son Ben. She strives for a good work-life balance and a harmonious relationship between family and career. At the same time, she doesn't want to neglect her personal development. That's why time is precious. In her private life, she prefers to buy an overpriced coffee-to-go and sandwich rather than both.
 
She prepares her own meals at a fraction of the price, but always ensures that they are of the highest quality and come in recyclable packaging. Both privately and professionally, she maintains an active network of trusted friends, sparring partners, and helpers. Mindfulness, environmental awareness, and cosmopolitanism are very important to her. She wants to combine her global economic thinking with her social and ecological conscience. Sophia enjoys traveling and attaches great importance to traveling in the most climate-friendly way possible. The tech-savvy mom likes to shop online and makes good use of reviews, price comparisons, data on production conditions, and product tests. Social media channels play a major role in her consumption: advertising on YouTube or posts on brands' social media profiles reach her twice as effectively as older target groups. She consumes consciously: quality is more important to her than a low price – she also likes to treat herself to the occasional luxury if she knows she will enjoy it for a long time. In ten to 12 years, Sophia would like to buy a house with her husband and only work part-time. Until then, she wants to advance her career and is already considered an influential figure among her colleagues when it comes to important decisions. She attaches great importance to further education and is happy about any tool that saves her time and reduces tedious work – both privately and professionally. In her free time, she enjoys listening to music, whether on Spotify or, on rare occasions, at a concert or festival. She enjoys reading and exercises regularly, alternating between the gym and yoga classes. She occasionally blogs about topics that are important to her and runs a dinner circle: in her group of friends, the whole group takes turns cooking at someone's home, trying out different cooking styles from all over the world, with a focus on vegetarian cuisine.

Media use

Magazine / weekly newspaper consumption by brand
The Mirror
Focus
Star
Picture on Sunday
Social network usage by brand
Facebook
YouTube
Instagram
Pinterest
Twitter
Use of media services
Digital video content (download / streaming)
Digital music content (download / streaming)
TV (broadcast / cable / satellite)
Radio
Use of websites and online services by type
Search engines
Online shops
Social media websites and apps
Video websites and apps (e.g. YouTube)

Settings for...

...food
I actively try to eat healthy
I try to avoid plastic packaging when buying groceries
I try to eat less meat
...mobility
Owning a car is important to me
The public transport system in my area is good
I am a car enthusiast
...Travel
When I am on holiday, I use my smartphone as a guide
I want to experience something unique on my travels
When it comes to travel, I always look for the best deal
...health topics
I actively do something for my health
I want to do more for my health
I could imagine consulting doctors via app or online chat
Sources
Statista Global Consumer Survey 2021 - Update 1 (15,661 respondents)
Federal Statistical Office
Popular-First-Names.com
Statista
Adobe Stock (Photo)

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