YOUTH INSPIRATION INDEX

Starbucks has created the Youth Inspiration Index, a crowd-sourced assessment by young people (16-24) of the real attributes that dictate whether a public figure is seen as an inspiration to young people in the UK today. The most

prized indicators of inspiration are those who have worked hard to get where they are, made strong decisions and are genuine. More than 100 public figures from the worlds of entertainment, culture, fashion, business and politics are featured in the index. The

list was created to mark the launch of Starbucks Youth Action programme in 2014.

IN ENTERTAINMENTADELE OUTSCORES MILEY CYRUS

IN PERSONALITIESFRY BEATS BRAND

TOP 25 MOST INSPIRATIONAL

METHODOLOGY

IS INNOVATIVE

IS AN ENTREPRENEUR

HAS INTEGRITY

ACHIEVES RESULTS

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UNDERSTANDS T

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LVED

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THE

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Y

IS IN

VOLVED IN

CHARITA

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OR VOLUNTEER W

ORK

CARES ABOUT

SOCIAL ISSUES

HAS A POSITIVE IMPACTON SOCIETY

?BUSI

NES

S SA

VVYSOCIAL CO

NSCIEN

CE

COLLABORATIVE COMMUNICATIO

N

0

20

40

60

80

100

Oprah Winfrey

Martin Luther King, Jr.

Adele

Stephen Fry

Miley Cyrus

Russell Brand

WHAT DOES IT TAKE TO BE INSPIRATIONAL?

Jessica Ennis-Hill

Ellen DeGeneres

Stephen HawkingMahatma Gandhi

J.K. Rowling

Stephen Fry Sir Richard Branson

David Attenborough

Dame Judi Dench

Marie Curie

Will Smith

Eddie Izzard

David Beckham

Rebecca Adlington

Clare Balding

Jamie Oliver

Steven SpielbergProf. Brian Cox

Sir Winston ChurchillSteve Jobs

Bill Gates

VS

Works hard

Is genuineAchieves results

Makes good decisions

Has integrity

0

20

40

60

80

100

87%

82%

83%

81%

84%

84%

83%

72%

82%

82%

56%

44%

57%

51%

46%

30% 20%

41%

16%

VS

59%BRITISH

41%NON

BRITISH

10% 75%of Top 100

were under 30

only

of Top 100 were over 35

37%of Top 25

were womenover

Nelson Mandela

Mo Farah

Ryan Gosling 89%

J.K. Rowling 89%

Rebecca Adlington 88%

Jessica Ennis-Hill 95%

Mo Farah 91%

HAS WORKED HARDEST TO GET WHERE THEY ARETOP 5

MOST INSPIRING BRITONS

Works hard

Is genuineAchieves results

Makes good decisions

Has integrity

35%

ACTORS / ACTRESSES

BUSINESS LEADERS

CULTURE

ENTERTAINMENT

FASHION

LITERATURE

PERSONALITIES

POLITICS AND CHANGE

SPORTS

TECHNOLOGY

1,013 people aged 16-24 were interviewed. Results are nationally representative and 50/50 gender split.

Qualitative research crowd-sourced 150 young people to nominate up to two inspirational people from a number of categories from Politics to Actors, yielding 321 unique names.

Quantitative research then asked people to score a random selection of nominations against 19 attributes of inspiration.

The attributes have been grouped into three categories (Business Savvy, Social Conscience & Collaborative Communication) and then combined to form an Index for each nomination.

Dame Judi Dench 91%

Jessica Ennis-Hill 91%

Jessica Ennis-Hill 89%

Sir Richard Branson 87%

Rebecca Adlington 88%

Dame Judi Dench 86%

Bob Marley 85%

Steven Spielberg 85%

Mo Farah 95%

Mo Farah 92%

29%

9%

6%4%7%

6%

12%

18%

6% 3%

STEPHEN HAWKING

STEPHEN FRY

MO FARAH

SIR RICHARD BRANSON

DAVID ATTENBOROUGH

JESSICA ENNIS-HILL

J.K. ROWLING

CLARE BALDING

REBECCA ADLINGTON

DAME JUDI DENCH

3 3

1 1

5 5

4 4

2 2

MOST GENUINETOP 5

MAKES GOOD DECISIONS

SOMEONE WHO ACHIEVES

RESULTS

85% VALUE SOMEONE WHO IS ARTICULATE

TOP 5

% OF BRITISH VS NON BRITISH TOP 100

EXPERIENCE RULES

ALL SECTORSTOP 100

20%of the Top 100

are figures from history

over

TOP 5 LIVING MEN

TOP 5 LIVING WOMEN

MOST ADMIRED INDICATOR

OF INSPIRATION

MOST VALUED INDICATOR

OF INSPIRATION

17

31

6

54

11

7 10

13

25

12

8

15

19

24

16

21

2018

2322

14

2

9

BRUCE FORSYTH

GRAHAM NORTON

EMINEM

PETER KAY

ELLIE GOULDING

3

1

5

4

2

WAS AT 96, 97, 98 ,99 AND 100?AND WHO