Two-Thirds of Brits Think Being Adventurous is Sexy

Adventure = F (P + Ue + Gc + Pm) - O** 

    F  Fun
    P  Passion
    Ue Unique experience
    Gc Great companionship
       Present in the
    Pm moment
    O  The ordinary

Matt Walker, who is also a world-class mountain climber, comments: "The true meaning of adventure can be different for everyone but this formula highlights that whether it's a night's camping or trying out a new sport, adventure is a key element of human experience that we can all engage in - one that can make us all happier and healthier.

"It is clear from the research that leading a more adventurous lifestyle is not only enjoyable but can also be beneficial for your health and wellbeing, ultimately, making you a happier person."

With nearly half (47%) of those asked defining adventure as 'doing something that they've never done before', the main goal for seeking adventure is 'excitement and enjoyment' (54%) followed by a third (33%) of adults looking to 'escape the everyday'.

However, the research found that people may be holding back from being an adrenaline junkie as more than half (51%) feel that money is limiting the thrill factor, followed by fear (31%).

Matt explains "The challenges of adventure reward us with a more realistic perspective on the rest of our lives. While ordinary life can sometimes feel difficult, engaging in adventure increases our ability to handle everyday life's ups and downs.  Additionally, adventure offers an opportunity to bring your best self forward and increases confidence."

The YouGov survey was conducted to launch the '#XTrailAdventure' competition, which offers people the chance to win an adventure of a lifetime to the Himalayas. To find out more information about how to enter, visit: http://www.nissan.co.uk/xtrailadventure.

On average, across the five countries surveyed, seven in ten (71%) Europeans agreed that people who have a sense for adventure are more desirable; compared to 84% in Italy and only 66% in the UK. Whilst:

• Brits are more likely to want to be more adventurous in their everyday life (60%) compared with Germans (36%)
• 78% of Spaniards actively seek adventure compared with 66% of the UK and the European average of 69%
• For 59% of Europe the main motivation for seeking adventure is 'excitement and enjoyment'; followed by 45% of people wanting to 'escape normal life'

 "It is essential for people to weave an element of excitement into their lifestyle that lets them escape from the everyday," comments Bastien Schupp - Vice President Marketing, Nissan Europe. "Ultimately, the most important factor for adventure is enjoyment, so that should be the priority when deciding. The new Nissan X-Trail is aimed at adventure seekers and has been designed to make exploring even easier."

The new X-Trail combines Nissan's acclaimed 4x4 heritage with fresh ideas and technologies inspired by the brand's ground-breaking crossover models. Together they form a car that redefines the compact SUV segment. The all new X-Trail combines Nissan's innovative technology with class-leading crossover design.

**Definitions from formula: 

Adventure = F (P + Ue + Gc + Pm) - O 

    Passion - Intense enthusiasm that energises, yields curiosity and brings out
    your best performance
    Unique experience - A memorable occasion with uncertain outcome
    Great companionship - Friends, family and colleagues that challenge and
    support you to perform at your best
    Present in the moment - The opportunity to fully engage in the activity
    without distraction
    The ordinary - Routines and patterns that are comfortable, familiar and have a
    predictable outcome
    Fun - Adventure consists of two types of fun; the proportions are fluid and
    individual.

    - Type I fun - Making the most out of the present. This type of fun has a low
    commitment level, details of the experience are hazy, months or years later

    - Type II fun - Requires determination, humour and grace to get you through
    the experience. You are rewarded with an indelible memory that shifts your
    perspective, sense of well-being and gratitude to those around you

Notes to Editor: All figures, unless otherwise stated, are from YouGov Plc.  

*Total sample size was 6,256, from the UK (2,097) Germany (1,065), France (1,034), Italy (1,021), and Spain (1,041).

Fieldwork was undertaken between 12th - 22nd August 2014.  The survey was carried out online. The figures have been weighted and are representative of all adults (aged 18+) in each country. An even weighting was applied to each country to find a 'European Average'.

Full T&Cs for the '#XTrailAdventure' competition can be found here: http://www.nissan.co.uk/GB/en/x-trail-adventure-terms-and-conditions.html 

About Nissan in Europe 

Nissan has one of the most comprehensive European presences of any overseas manufacturer, employing more than 14,500 staff across locally-based design, research & development, manufacturing, logistics and sales & marketing operations. Last year Nissan plants in the UK, Spain and Russia produced more than 635,000 vehicles including mini-MPVs, award-winning crossovers, SUVs, commercial vehicles and the Nissan LEAF, the worlds most popular Electric Vehicle with 97% performance satisfaction and 95% of customers willing to recommend the car to friends. Nissan now offers 24 diverse and innovative products for sale in Europe today, and is positioned to become the number one Asian brand in Europe.

About Matt Walker
Matt is the managing director and founder of Inner Passage (http://www.innerpassage.net). He connects more than twenty years of international mountain guiding experience with a Master's in Psychology and Behavioral Science to facilitate expeditions and workshops, deliver keynotes, and support team and individual development. Matt and Inner Passage have worked extensively with Amazon.com, Microsoft, Marriott, YPO, Novo Nordisk, and a host of organizations seeking leadership development and high performance professional development. Matt is a certified rock instructor by the American Mountain Guide Association. He lives with his family in the Methow Valley, Washington, USA.

Lindsey Reaney
+44(0)20-8939-7752
lindsey@performancecomms.com