Remko Herremans Euro RSCG

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Remko Herremans Euro RSCG

  1. 1. The Emergence ofthe New ConsumerRemko Herremans 1
  2. 2. The Emergence of the New Consumer 2
  3. 3. The Emergence of the New Consumer 2020 Disease #1 Depression 3
  4. 4. The Emergence of the New Consumer Crisis?51% 49% finance values Source: Euro RSCG, 2009 4
  5. 5. The Emergence of the New Consumer What are we looking for? 5
  6. 6. The Emergence of the New Consumer Japan U.S. Brazil China France Netherlands U.K. n=700 n=1,500 n=700 n=700 n=700 n=700 n=700Prosumer-report Emergence of the New Consumer (2010) 100%● In-depth online survey (Market Probe International)● Extensive secondary research into trends Prosumers® 20-25% 6–18 months
  7. 7. The Emergence of the New ConsumerThree fundamental shifts Happiness Trust Power 7
  8. 8. The Emergence of the New Consumer Happiness 8
  9. 9. The Emergence of the New Consumer ‘Happiness is the smell of a new car’ Don Draper, Mad Men 9
  10. 10. The Emergence of the New Consumer…move in the wrongdirection… 58%focusing on thingsthat don’t really matter… 69% 10
  11. 11. The Emergence of the New Consumer…loosing our ability towork together… 57% 11
  12. 12. The Emergence of the New Consumer…Recession is anopportunity to step 58%back and rethink … 12
  13. 13. The Emergence of the New Consumer…actively trying to figureout what makes me 50%happy… 13
  14. 14. The Emergence of the New ConsumerDeclutter my life! 50% Groninger Museum , okt 2008 14
  15. 15. The Emergence of the New ConsumerNo bells and whistles. 68% Fixie 15
  16. 16. The Emergence of the New ConsumerThe live we aspire 76%24% 16
  17. 17. The Emergence of the New ConsumerMaximizing Rightsizing Happiness Luxury Real 17
  18. 18. The Emergence of the New Consumer Trust 18
  19. 19. The Emergence of the New Consumer 19
  20. 20. The Emergence of the New Consumer…skepticalabout everything 87%they tell me… 20
  21. 21. The Emergence of the New Consumer…I trust customerreviews more than 57%‘expert’ reviews… The Exactitudes Project 21
  22. 22. The Emergence of the New Consumer…Prefer connectionwith 57%local producers… 22
  23. 23. The Emergence of the New ConsumerPerfection Reality TrustInstitutional Personal 23
  24. 24. The Emergence of the New Consumer Power 24
  25. 25. The Emergence of the New Consumer 25
  26. 26. The Emergence of the New Consumer I …am making an effort to improve the way I live 72% …am making an effort to be a better person 71% …am paying more attention to the 54% environmental impact of products I buy …have a responsibility to censure unethical 65% companies 26
  27. 27. The Emergence of the New Consumer…I feel good aboutreducing the amount of 72%waste I create Piet Hein Eek 27
  28. 28. The Emergence of the New Consumer
  29. 29. The Emergence of the New Consumer
  30. 30. The Emergence of the New Consumer
  31. 31. The Emergence of the New Consumer Elite Power People Them Me 31
  32. 32. The Emergence of the New Consumer Maximizing Happiness Rightsizing Perfect Trust RealInstitutional Personal Power Them Me 32
  33. 33. The Emergence of the New Consumer Brands that seize the Momentum 33
  34. 34. The Emergence of the New Consumer 34
  35. 35. The Emergence of the New Consumer 35
  36. 36. The Emergence of the New Consumer Span Air 36
  37. 37. The Emergence of the New Consumer 37
  38. 38. The Emergence of the New Consumer What’s your spinach factor? 38

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