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Remko Herremans - Euro RSCG

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  • 1. The Emergence ofthe New ConsumerRemko Herremans 1
  • 2. The Emergence of the New Consumer 2
  • 3. The Emergence of the New Consumer 2020 Disease #1 Depression 3
  • 4. The Emergence of the New Consumer Crisis?51% 49% finance values Source: Euro RSCG, 2009 4
  • 5. The Emergence of the New Consumer What are we looking for? 5
  • 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. The Emergence of the New ConsumerThree fundamental shifts Happiness Trust Power 7
  • 8. The Emergence of the New Consumer Happiness 8
  • 9. The Emergence of the New Consumer ‘Happiness is the smell of a new car’ Don Draper, Mad Men 9
  • 10. The Emergence of the New Consumer…move in the wrongdirection… 58%focusing on thingsthat don’t really matter… 69% 10
  • 11. The Emergence of the New Consumer…loosing our ability towork together… 57% 11
  • 12. The Emergence of the New Consumer…Recession is anopportunity to step 58%back and rethink … 12
  • 13. The Emergence of the New Consumer…actively trying to figureout what makes me 50%happy… 13
  • 14. The Emergence of the New ConsumerDeclutter my life! 50% Groninger Museum , okt 2008 14
  • 15. The Emergence of the New ConsumerNo bells and whistles. 68% Fixie 15
  • 16. The Emergence of the New ConsumerThe live we aspire 76%24% 16
  • 17. The Emergence of the New ConsumerMaximizing Rightsizing Happiness Luxury Real 17
  • 18. The Emergence of the New Consumer Trust 18
  • 19. The Emergence of the New Consumer 19
  • 20. The Emergence of the New Consumer…skepticalabout everything 87%they tell me… 20
  • 21. The Emergence of the New Consumer…I trust customerreviews more than 57%‘expert’ reviews… The Exactitudes Project 21
  • 22. The Emergence of the New Consumer…Prefer connectionwith 57%local producers… 22
  • 23. The Emergence of the New ConsumerPerfection Reality TrustInstitutional Personal 23
  • 24. The Emergence of the New Consumer Power 24
  • 25. The Emergence of the New Consumer 25
  • 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. The Emergence of the New Consumer…I feel good aboutreducing the amount of 72%waste I create Piet Hein Eek 27
  • 28. The Emergence of the New Consumer
  • 29. The Emergence of the New Consumer
  • 30. The Emergence of the New Consumer
  • 31. The Emergence of the New Consumer Elite Power People Them Me 31
  • 32. The Emergence of the New Consumer Maximizing Happiness Rightsizing Perfect Trust RealInstitutional Personal Power Them Me 32
  • 33. The Emergence of the New Consumer Brands that seize the Momentum 33
  • 34. The Emergence of the New Consumer 34
  • 35. The Emergence of the New Consumer 35
  • 36. The Emergence of the New Consumer Span Air 36
  • 37. The Emergence of the New Consumer 37
  • 38. The Emergence of the New Consumer What’s your spinach factor? 38