Annual report 2010
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The Metropolitan Report
More than half of the humanity now lives in cities. Combined with the effects of globalisation and the digital revolution, the way we live in modern cities has a profound impact on the way we think. Cultural differences and geographical boundaries become less relevant. We call this…
The Metropolitan mindset
A global class of citizens is emerging in modern cities who share a Metropolitan mindset. The meeting and melding of cultures and ideas in cities produces a mindset that is innovative, creative, excited by new challenges, not afraid of them.
Metropolitans are affluent, creative, ‘switched on’, socially liberal, mobile, globally and environmentally conscious. They are less defined by race, colour, culture, politics or geography than by their common citizen of cities.
Like cities, Metropolitans are full of paradoxes and can be hard to understand. They have big egos, but they are altruistic. They worry about the environment, but love shopping. They aren’t especially satisfied with life, but they believe there’s a bright future ahead.
The Report
Created by Metro International, the world’s largest urban newspaper and business intelligence firm United Minds, the Metropolitan Report aims at helping local and global marketers, employers and public officials to better understand the mind and lifestyle of Metropolitans in order to better connect with this increasingly influential global target group.
The Metropolitan Report is organised around four themes - values, work, play and media.
It combines survey analysis and illustrations, with infographics and expert’s interviews: philosopher Alain de Botton, three Michelin star chef Ferran Adrià, head of Greenpeace International Kumi Naidoo, vice president for Wordpress-owner Automattic Paul Kim among others.
The Survey
Based on over 15,000 online interviews, the survey was conducted between January 18th and February 22nd 2011 by the Metropolitan Panel team. The sample was drawn from the Metropolitan Panel and access panels from leading international sample suppliers.
The results are representative of the online population aged 18 to 49 years old working or studying in 30 cities across 6 continents: Amsterdam, Athens, Barcelona, Beijing, Berlin, Budapest, Cape Town, Copenhagen, Hong Kong, Lisbon, London, Madrid, Mexico, Milan, Montreal, Moscow, Mumbai, New York, Paris, Prague, Rome, Rotterdam, Santiago, Sao Paulo, Seoul, Sydney, St. Petersburg, Stockholm, Tokyo, Toronto.
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