cans place the lowest value of any of the 10 countries on friends as an important part of a happy life, but are third highest in ranking family?
One of the most extraordinary results i s that almost everyone believes in three values (honest, supportive and loyal, and good sense of humour). These are the primary attributes (in different orders) in nine of the 11 countries. The only standouts are Russia, where “decisive and in control” ousts a sense of humour, and Italy, where humour gives way to “intellectually stimulating”.
Six countries had a fairly adult attitude towards beauty, with only 12%-24% putting good looks as one of their top three attributes. Surprisingly, South Africa was there, alongside UK, Netherlands, Sweden, Norway and Denmark. But beauty was very i mportant i n Russia, Poland, Romania, Germany and Italy.
“Discovery has a portfolio of channels that can serve different market segments,” says James Gibbons (left), Discovery’s country manager, emerging business. “When we launched it 15 years ago, there was a male skew. But TLC, a programme for women, has been a massive success.”