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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
HA
S WO
RKED
HA
RDM
AK
ES G
OO
D D
EC
ISION
S
IS GE
NU
INEIS
EN
GA
GIN
G
COMMUNICATES
CREATIVELY
DEM
ON
STRATES
TEAM
WO
RKEXPR
ESSE
STH
EMSE
LVES
WEL
L
UNDERSTANDS T
HE
WORLD
AROUND TH
EM
IS OPTIMISTIC
DE
MO
NST
RA
TES
LEA
DER
SHIP
IS IN
VO
LVED
WIT
H
THE
COM
MU
NIT
Y
IS IN
VOLVED IN
CHARITA
BLE
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