For many, the last few weeks of the year are a time of closure and new planning and purpose. They reassess the events of the past year and start the new year with fresh plans to get closer to their goals. Dreams and aspirations can vary: some people want a quiet, harmonious life, while others seek adventure, success or to see the world. Yettel explored these in its new nationally representative research, inspired by the recently released film “We Are Azahriah”[1]. The new film tells the story of Attila Baukó, aka Azahriah, who conquered the Hungarian popular music scene in just two years. The film about him begins in the summer of 2023, and from there we follow the protagonist to the Puskás Arena for three packed concerts of unprecedented success. The film is the story of a journey, real and imaginary, in which we get to know Azahriah’s journey better.
The research inspired by the film shows that most people’s aspirations are currently related to travel (48%), closely followed by wealth (41%) and then work and hobbies (28-28%). Interestingly, one in ten young people in their twenties dream of fame. Most people plan to realise their dreams in the short term – 1 or 2-5 years – and only 5% of respondents said they currently have no dreams they would like to realise in the future.
Childhood dreams are driven by self-fulfilment rather than money
In terms of childhood dreams, career and travel are the most commonly recalled aspirations (37% and 35%, respectively), while relationships are also one of the most frequently mentioned areas (27%). Wealth was cited as a childhood dream by only 23%, compared to 41% today.
One in ten of those who had a childhood dream feel that they have achieved all of them, and more than half say that they have achieved more than one. Only 14% feel that they have not achieved any of them. It’s also interesting to note that the younger age group admits to having a greater desire for fame as a child than other age groups: 41% of 16-19-year-olds, 20% of 20-29-year-olds and only 5-15% of the rest.
New dreams, new beginnings: the past does not define the future
67% of Hungarians have an old dream that they regret not having fulfilled. Most were unable to do so for financial reasons (63%), many because of family commitments and constraints (30%), and a quarter of respondents said that their lives had taken a different turn in the meantime.
“Desires and goals are your driving forces, because doing something that brings you joy or meaning can give you strength and motivate you in your everyday life. A lack of meaning, in contrast, can lead to a fundamental existential anxiety over time. The research also shows that your aspirations are different at different stages of your life, and you can learn a lot about yourself by consciously reviewing them,” says psychologist Angéla Dienes. “I often find that certain desires and goals are set at a certain point in your life and you are disappointed when they don’t come to fruition, whereas if you imagine their actual results in detail and clarify your expectations of them, it’s possible that they may not necessarily give you a sense of fulfilment. In order to set goals that are appropriate to your stage of life, your personal development and your authentic feelings, it’s also important to mourn the ones you don’t achieve. You can set other realistic, even smaller, sub-goals that are appropriate to your abilities, achievable and thus inspiring.”
She added that the success stories of others can often serve as an inspiration, reminding you that with perseverance, your own dreams can come true. The research also found that more than half of Hungarians find the success stories of others inspiring.
“You can often find inspiring stories in your immediate environment, but the life stories of celebrities can also be inspiring, of course. Azahriah’s breakthrough can be one such an inspiring example. He consciously started sharing his songs at a young age, using online platforms effectively, and quickly captured the attention of a wide audience with his unique style and dedicated strategy. We believe that through our network, everyone can be empowered to follow their own path and be given the opportunities and support to make their dreams come true. We are confident that everyone can achieve their goals, but they need examples and support, which is why we are proud to be the official telecom partner of the film," said András Péter Kovács, Yettel’s Brand and Marketing Communications Director.
The film titled “We Are Azahriah” will be released in Cinema City cinemas on 28 November.
[1] The survey was conducted on a sample of 1,157 people in collaboration with the Opinio Market Research app (https://opinio.hu/) in November 2024. The sample is representative of the Hungarian population aged 16-69 by gender, age, education and type of settlement and geography. Respondents could tick more than one answer for each question.