Greece microtrends presentation final

A Changing Landscape
For consumers
For media
For business

Three Drivers to this change
Cost of personalized production
Cost of marketing to individuals
Individuality

The “Starbucks” Economy

From Megatrends to Microtrends

Microtrends Contradict More affluence, More work. More technology, More retreat. More science, More religion. More water, More caffeine.

Greece In Crisis
Aging Population
Low Exports, High Imports
High government employment, low private-sector employment
No clear economic role apart from tourism

An Aging Greece World’s Oldest Countries % of Population Age <15 % of Population Age 65+ 1. Niger 49 2. Uganda 49 3. Dem. Rep. of Congo 47 4. Angola 46 5. Chad 46 6. Zambia 46 7. Malawi 46 8. Burkina Faso 46 9. Mali 45 10. Nigeria 45 1. Monaco 24 2. Japan 23 3. Germany 20 4. Italy 20 5. Greece 19 6. Sweden 18 7. Latvia 17 8. Estonia 17 9. Finland 17 10. Austria 17

Eurostars
As European fertility rates fall, the number of single-child families across the continent is rising.

Mammonis
On average, in Europe, a whopping 70% of men aged 18-30 still live with their parents.

Immigration an additional burden
Greece’s population now 8.6% immigrant
Immigrants make up nearly 1/5 of the workforce (mainly agricultural and unskilled jobs)

Militant Illegals
As immigrant populations increase, they will have a corresponding larger impact on politics and campaigns

Low Imports, High Exports Threaten Greek Economy $61.47 Billion

Huge public sector unsustainable
Public sector accounts for approx. 40% of GDP
Public sector also highly inefficient, rife with corruption
National debt greatest in Europe for a country of its size

Time for a New Niche?
China is known for manufacturing, Italy for fashion, Japan for cars, Saudi Arabia for oil. What will Greece’s new niche be?

Volatility leads to Opportunity

Doomsayers
Doom and gloom are in, optimism is out. While a few "doomsayers" were once
the outliers among a widely optimistic populace, today there are millions of new
pessimists talking up calamity and catastrophe as never before.

Mattress Stuffers
In today’s financial crisis, “New Mattress Stuffers” have lost their trust in the financial world, and are instead relying on themselves for protection – with gold coins, home safes, and even guns.

Fearless Freddies “ Fearless Freddies” are going bungee-jumping into the middle of the financial crisis -- bravely increasing their investments even as the markets and the financial system collapse and gloomy predictions abound.

Quasi- Government Workers
Thanks to 2008’s government bailouts, there are at least 1.6 million workers whose employers have changed suddenly from private sector to partly-owned by (or at least very beholden to) the federal government.

Value Is the New Green Healthy food, hybrid cars, energy efficiency -- these were the attributes that burnished brands. But now green is taking a back seat to a new core value -- value.

Green Workers Demand for eco-friendly building and retrofitting, alternative energy initiatives will make Green the next big employer.

Guys Left Behind
Although much attention is paid to women’s struggles to gain equality with men, women are actually “winning” when it comes to education, voting participation, and home ownership. Those disparities, combined with men’s greater rates of incarceration, alcoholism, obesity, heart disease, and fatal car accidents, are resulting in a serious group of Guys Left Behind.

Social Geeks
No longer a refuge for the anti-social, technology is embraced by the most social people in America.

Tech Fatales
Women and girls drive the majority of consumer electronics purchases in America, outspending men on technology 3 to 2.

Smartphoniacs Smartphoniacs are an eclectic mix of the successful and powerful, busy professionals, teenagers and college students who communicate incessantly.

Video Game Grownups
As of 2006, the average video/computer game player was 33 years old – with adult women making up a substantially larger portion of the market than teenage boys.

Pet Parents
The percentage of households in America with pets (63%) is more than twice the percentage of households with kids (30%).

DIY Doctors
In 2005, 117 million people used the Internet for health-related information. By 2006, that number jumped to 136 million.

New Info Shoppers
People are becoming research addicts. These days, huge numbers of people check the internet for reviews and ratings on virtually every product they buy.
% WHO WOULD RESEARCH BEFORE … All Car 85 New computer 83 New doctor 83 Home 81 A vacation 75 Voluntary medical treatment 74 Television 74 Camera 74 New job 73 Hospital 72 Cell phone plan 72 New cellular phone / PDA 72 Internet service plan 71 Maintenance person 70 Vacuum cleaner 58 Apartment 57 Tutor for kids 53 Kid’s programs 51 A significant other 46 Restaurant to eat at 42 Household cleaning product 32 Pair of boots 23 Shampoo 22

Long Attention Spanners
There is a growing group of people who want more information, not less. The average bestseller has grown 100 pages; the biggest grossing movie in America ran over 3 hours; and golf, marathons, and puzzles are on the rise.

30-Winkers
The number of American adults who get fewer than 6 hours of sleep a night has grown from 12% in 1998 to 16% in 2005

Caffeine Crazies
While Americans drink more water than ever, there is also an intense group drinking more high-caffeine, super-energy drinks than ever before.

Committed Cohabiters
Today, living together unmarried represents the fastest growing type of household in America – especially in the younger and older age bands of dating.

Internet Marrieds
Internet Dating used to smell of geeky anti-socialness – but now there some 3 million Americans have turned on-line dates into a long-term relationship or marriage.

Interspatial Couples
5% of Americans are in interspatial relationships -- and more than five times as many say they are proud of or amused by their height differences as those who say they are embarrassed by them.

Pampering Parents
American parents today are more permissive than ever, and “spare the rod spoil the child” has been replaced with “sit down and have a good long talk.”

Neglected Dads
Dads spend more time than ever with their children. But who is marketing children’s clothes, food, toys, or books to Dads?

Southpaws Unbound
It’s been thought that left-handed people are 1 in 10,
but it’s actually closer to 1 in 6.

Vegan Children
1.5 million children in the U.S. between the ages of 8 and 18 are vegetarians -- up from virtually zero 50 years ago.

Young Knitters
Teen and 20-something knitters grew from under 3 million to over 6 million -- just between 2002 and 2004.

Uptown Tattooed
As of 2006, more than 30 million Americans have tattoos, up from fewer than 20 million just three years ago.

Flip Floppers
Flip-flops are the top wardrobe item that college and high school students wear to work .

Working Retired
5 million people aged 65+ are in the U.S. labor force, almost twice what it was in the early 1980s.

Impressionable Elites
Elites are swayed by personality, while regular voters are highly focused on health care, college affordability, and jobs.

Educated Terrorists
Terrorists are rarely the downtrodden, desperate people they are assumed to be. Their world view may be callous, but it is highly cogent.

Failure to Change is Failure Companies that recognize the changing landscape will have the competitive edge going forward. Companies that don’t understand will be operating in the wrong economy.

Greece microtrends presentation final

by Advocate/ Burson-Marsteller on May 14, 2010

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Greece microtrends presentation final — Presentation Transcript