Pride and Prejudice: Shifting Mindsets in an Age of Uncertainty

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A global economic crisis, widespread political corruption, violent extremism and terror, ever-wider income inequities, the refugee crisis…these matters and others have triggered daunting thoughts about the future. So, too, have they contributed to major ideological shifts around the world. With our latest Prosumer study, we are seeking to understand how people are responding to these times of intense change and uncertainty—and how brands can help ease concerns and bolster happiness.

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Pride and Prejudice: Shifting Mindsets in an Age of Uncertainty

  1. 1. PROSUMER REPORT PRIDE AND PREJUDICE: SHIFTING MINDSETS IN AN AGE OF UNCERTAINTY
  2. 2. 2016 GLOBAL PROSUMER STUDY Argentina ● Australia ● Belgium ● Bosnia and Herzegovina ● Brazil ● Cambodia● Canada ● China ● Colombia ● Croatia ● Czech Republic ● Estonia France● Germany● India ● Ireland ● Italy ● Japan ● Laos ● Latvia ● Lithuania ● Mexico● Myanmar ● Netherlands ● Philippines ● Portugal ● Russia Saudi Arabia ● Serbia ● Singapore● Slovenia ● South Africa● Spain ● Turkey ● United Arab Emirates ● United Kingdom ● United States 37 markets n=11,976
  3. 3. WHO ARE PROSUMERS? For more than a decade, Havas has been tracking the roughly 15‒20% of consumers who are influencing trends and shaping markets around the globe Key characteristics: • Embrace innovation • Constantly seek out information & experiences • Enthusiastic adopters of new media & technologies • “Human media” who transport attitudes & ideas • Marketing savvy and demanding of brand partners • Highly influential and sought-after for opinions & recommendations In this study, 20% of the sample qualify as Prosumers
  4. 4. OBJECTIVE: UNDERSTAND PEOPLE’S CHANGING VALUES Including: o Turning inward toward values and symbols of the past o A new era of patriotism o Redefining democracy in a time of uncertainty, insecurity and fear o The pursuit of happiness
  5. 5. MY COUNTRY ’TIS OF ME
  6. 6. IN A WORLD FILLED WITH CRISIS, PEOPLE ARE TURNING TOWARD VALUES OF THE PAST “I am proud of my country” 75% 69% 64% 68% 74%
  7. 7. ALL OVER THE WORLD WE SEE SIGNS OF NATIONAL PRIDE “I am proud of my country”
  8. 8. GERMANY FINALLY IS SHEDDING ITS HISTORICAL BAGGAGE 64% / 49% PROSUMERS / MAINSTREAM “I am proud of my country”
  9. 9. 69% MILLENNIALS GLOBALLY “I am proud of my country” 65% 58% 78%63% 93% 49% 85% 94% 87%98% 66% 65% 51% 65% EVEN MILLENNIALS ARE WILLING TO WAVE THE FLAG
  10. 10. ONLY A FEW COUNTRIES DO NOT SHARE IN THE FEELING PROSUMERS / MAINSTREAM 56 / 54 45 / 50 MILLENNIALS 41% 44% 36% “I feel ashamed of my country” BECAUSE THINGS HAVEN’T BEEN TOO BRIGHT FOR THEM LATELY
  11. 11. WE SEE A NEW BREED OF PATRIOTISM—ONE THAT IS NOT POLITICAL, BUT A CIVIL ACT “Being neo-patriotic means to love your country, your heritage, your city, your food culture…” FLORETTE PÂQUERETTE, CREATOR OF “BISOU FRANÇAIS” T-SHIRTS APOLITICAL PATRIOTISM
  12. 12. IT’S ABOUT HOLDING ON TO WHAT MAKES OUR NATIONS UNIQUE “Globalization, with the help of the Internet, is diminishing my country’s unique culture” 38/42 42/53 39/4348/44 48/44 48/5225/34 “I worry that in the future the world will become one homogeneous culture” 34/40 41/43 56/4440/33 52/38 35/3428/29
  13. 13. EVEN GLOBALLY MINDED MILLENNIALS ARE CONCERNED 4 IN 10 MILLENNIALS WORRY ABOUT THE WORLD’S INCREASINGLY HOMOGENEOUS CULTURE
  14. 14. WHAT WE’LL COVER 1. NATIONAL IDENTITY IS THE NEW COOL 2. COLLABORATIVE DEMOCRACY: FINDING THE RIGHT BALANCE 3. CCTV AND XENOPHOBIA: THE LIMITS OF DEMOCRACY IN TIMES OF TERROR 4. IN PURSUIT OF HAPPINESS
  15. 15. BALANCING A DUAL IDENTITY: GLOBAL OR LOCAL?
  16. 16. I AM A CITIZEN OF THE WORLD VS I AM A CITIZEN OF MY COUNTRY 80% / 63% PROSUMER / MAINSTREAM “I believe it’s my responsibility to make the world a better place” * 89% / 83% PROSUMER / MAINSTREAM “I respect my country’s flag” PEOPLE ARE TRYING TO FIND A BALANCE * Havas Prosumer Report 2015, “Project: Superbrand”
  17. 17. FIRST AND FOREMOST I AM MY OWN COUNTRY’S CITIZEN “I respect my country’s flag” “It is important that children know the history of their country and its symbols (flag, national anthem, etc.)” 90/83 97/84 84/8580/74 86/85 95/8879/69 95/86 97/94 96/9287/82 98/88 93/8393/85
  18. 18. A VIEW SHARED EVEN BY OUR YOUNGEST RESPONDENTS 86% MILLENNIALS “I respect my country’s flag” 86% MILLENNIALS “It is important that children know the history of their country and its symbols (flag, national anthem, etc.)” 73% 96% 81%71% 79% 85%69% 79% 92% 91%74% 86% 79%83%
  19. 19. PROUD PAST, UNCERTAIN FUTURE
  20. 20. HISTORY AND CULTURE DRIVE PRIDE ON A GLOBAL LEVEL… “What makes you proud of your country?”
  21. 21. …WHILE THE PRESENT IS SEEN AS LESS WORTHY OF CELEBRATION “What makes you proud of your country?”
  22. 22. ON A NATIONAL LEVEL, THERE ARE SOME EXCEPTIONS A few countries chose something other than culture or history as their strongest point of pride
  23. 23. ECONOMIC MOMENTUM MATTERS 60%* “What makes you proud of your country?” ITS ECONOMIC SUCCESS *Prosumers 0% 3% 4% 75% 76% 84%
  24. 24. SEEKING FELLOW PATRIOTS
  25. 25. “People in my country are less patriotic than in generations past” 69/65 61/65 78/7669/69 82/68 45/5560/56 PARADOX: I AM A PATRIOT, BUT MY NEIGHBOR IS NOT…
  26. 26. “I am concerned about my fellow citizens’ lack of knowledge of our country’s history” 79/73 83/73 90/8166/63 84/66 68/6175/61 … SO I AM GETTING WORRIED
  27. 27. SUPPOSE THEY GAVE A WAR AND NOBODY CAME? “Which of these would you be willing to die for?”
  28. 28. PEOPLE VIEW SCHOOL AS KEY TO BUILDING A PATRIOTIC FUTURE “How important is it for primary and secondary schools to teach each of these things?”
  29. 29. IMPLICATIONS FOR BRANDS
  30. 30. GLOBAL BRANDS: PLAY IT MORE LOCAL…
  31. 31. …WHILE SOOTHING GLOBAL TENSIONS During Euro 2016 soccer championship in France, McDonald’s showed support for every team—and for global harmony—by running an ad campaign featuring the flags of competing teams melded together
  32. 32. LOCAL BRANDS: IT’S TIME TO EMBRACE YOUR ORIGINS… Jack Daniel’s puts the townspeople of Lynchburg at forefront of its newest campaign, continuing to invoke its heritage while also marking a return to its roots
  33. 33. …AND MAKE YOUR VALUES RESONATE WITH THE REST OF THE WORLD In its new strategic platform, Air France embraces its origins, focusing on what is great about its country of origin (e.g., fashion, gastronomy, arts, lifestyle)
  34. 34. WHILE DEMOCRACY CONTINUES TO BE THE PREFERRED FORM OF GOVERNANCE… 77% / 68% PROSUMER / MAINSTREAM “Democracy is the best form of government” 77 / 71 73 / 67 80 / 6577 / 73 94 / 82 87 / 7894 / 84 100 / 90 81 / 7083 / 75
  35. 35. … THERE IS A RISING CONCERN OVER THE LOSS OF AUTHORITY… 66% / 61% PROSUMER / MAINSTREAM “I am concerned about the loss of authority in my country” 71 / 61 58 / 54 30 / 3275 / 66 66 / 66 88 / 84 89 / 9082/84 74 / 68 88 / 87
  36. 36. 78% / 72% PROSUMERS / MAINSTREAM “It is difficult for a ‘clean’ politician (one who does not cheat or lie) to get elected today” 79 / 74 72 / 52 57 / 5968 / 65 85 / 82 79 / 87 78 / 7574 / 78 92 / 81 96 / 90 …AND A LACK OF TRUST IN OUR ELECTED LEADERS
  37. 37. WHAT DO PEOPLE WANT? COLLABORATION AND INCLUSIVITY 36% / 37% PROSUMER / MAINSTREAM “A national leader with a clear vision and the will to execute it” 64% / 63% PROSUMER / MAINSTREAM “A national leader who is collaborative and inclusive and who makes decisions based on the will of the people” VS “Which would you prefer?”
  38. 38. IN MOST OF THE WORLD, COLLABORATION WINS “Which would you prefer?”
  39. 39. IN MOST OF THE WORLD, COLLABORATION WINS “Which would you prefer?”
  40. 40. WHAT’S NEXT? DIGITAL CITIZEN PLATFORMS  DEMOCRACY 2.0 A free, open-source platform developed by activists, entrepreneurs, students, and hackers in Argentina in 2012. Citizens can access a wide range of info before debating and voting on bills introduced in Argentine Congress. Now expanded to a number of countries. A citizen-based platform focused on rallying social action to address global problems
  41. 41. IMPLICATIONS FOR BRANDS
  42. 42. OUR STUDIES SHOW THAT PEOPLE WANT BRANDS TO HELP ON BIG SOCIAL ISSUES “The most successful companies in the future will be those that drive social change” 65 / 48 76 / 46 93 / 6967 / 47 88 / 78 84 / 71 78% / 60% PROSUMERS / MAINSTREAM “I would like my favorite brands/companies to play a bigger role in solving social problems” 73 / 43 74 / 46 89 / 6861 / 41 90 / 74 91 / 74 78% / 59% PROSUMERS / MAINSTREAM * Havas Prosumer Report 2015, “Project: Superbrand”
  43. 43. BRANDS CAN HELP TO PROMOTE GOOD CITIZENSHIP AS WELL Brazilian homeware manufacturer Tramontina introduced its new Trotter CD100 lawn mower by offering “test drives” in poorly maintained parks across São Paulo. In 3 weeks, hundreds of people cleared some 3 tons of grass clippings from 10 city parks.
  44. 44. “I am willing to give up some rights/personal liberties in order to feel safer” 41 / 46 54 / 46 66 / 6353 / 47 65 / 66 65 / 48 PEOPLE ARE READY TO SACRIFICE PERSONAL LIBERTIES FOR MORE SECURITY
  45. 45. 54% / 48% PROSUMERS / MAINSTREAM “I would support mounting cameras in public spaces to monitor people’s actions to increase national security” WELCOME, BIG BROTHER 38 / 37 37 / 34 47 / 4546 / 45 79 / 69 65 / 55 66 / 6190 / 85 69 / 63 52 / 56
  46. 46. MANY ARE ALSO WILLING TO SACRIFICE THE RIGHTS OF OTHERS 33% / 30% PROSUMERS / MAINSTREAM “Put suspected terrorists in jail, even if they have not carried out an attack” 39% / 33% PROSUMERS / MAINSTREAM “Microchip all citizens convicted of a crime so they can be monitored/tracked from then on” Which of these measures would you support to increase your national security ? 25 / 21 37 / 34 41 / 3832 / 34 39 / 32 47 / 41 26 / 2978 / 72 51 / 46 44 / 38 15 / 23 38 / 34 21 / 2342 / 39 48 / 45 28 / 19 26 / 3054 / 47 23 / 21 15 / 17
  47. 47. 44% / 42% PROSUMERS / MAINSTREAM “I would support banning immigrants coming from countries known to harbor terrorists ” FEAR HAS PEOPLE BEWILDERED 43 / 34 37 / 34 37 / 4046 / 47 56 / 47 VS 85% / 81% PROSUMERS / MAINSTREAM “I consider equality of all people under law to be an essential human right” 84 / 75 79 / 70 81 / 7674 / 74 90 / 83
  48. 48. 58% / 51% PROSUMERS / MAINSTREAM “In a state of emergency (natural disaster, terrorist attack, etc.), I trust my government to take care of me” 54 / 48 48 / 53 90 / 7459 / 45 85 / 79 24 / 20 CAN MY GOVERNMENT PROTECT ME IN TIMES OF TROUBLE?
  49. 49. IMPLICATIONS FOR BRANDS
  50. 50. BRANDS SHOULD HELP TEMPER THE FEAR THAT’S COLORING MANY OF OUR VIEWS TODAY
  51. 51. TAKE EVERY POSSIBLE MEASURE TO PROTECT CUSTOMERS’ PERSONAL & FINANCIAL INFO
  52. 52. BE UPFRONT ABOUT SECURITY ISSUES AND UNSAFE ITEMS “It is very important that a company be transparent” 73 / 68 89 / 79 95 / 7087 / 71 87 / 78 100 / 88 88% / 78% PROSUMERS / MAINSTREAM * Havas Prosumer Report 2015, “Project: Superbrand
  53. 53. DETERMINE POLICIES ON PROTECTING PRIVACY VS. NATIONAL SECURITY BEFORE THEY’RE NEEDED
  54. 54. IN 2012, THE UN PASSED A RESOLUTION PLACING “HAPPINESS” ON ITS GLOBAL DEVELOPMENT AGENDA * Image: UN http://worldhappiness.report
  55. 55. WHAT CONSTITUTES HAPPINESS, AND WHAT DO WE EXPECT FROM OUR GOVERNMENTS TO ACHIEVE IT?
  56. 56. HEALTHCARE, EDUCATION,DEFENSE, ECONOMIC STABILITY: THE FOUR PILLARS OF STATE
  57. 57. STATE PRIORITIES ARE CLEAR How should governments prioritize spending? Please rank each of these in order of priority (1= most important, 5= least important) LOCAL & NATIONAL DEFENSE EDUCATION SCIENCE & TECHNOLOGY ARTS & CULTURE HEALTHCARE
  58. 58. AFFORDABLE HEALTHCARE IS A GLOBAL ISSUE—STRONGER IN DEVELOPED MARKETS 42% GLOBALLY ranked healthcare as #1 priority for government spending 8 IN 10 GLOBALLY believe affordable healthcare is an essential human right
  59. 59. EDUCATION COMES NEXT—STRONGER IN DEVELOPING NATIONS 30% GLOBALLY ranked education as #1 priority for government spending 52% 58% 63% 60%
  60. 60. NEARLY 1 IN 5 NATIONS FAVORED ENHANCING DEFENSE 17% GLOBALLY ranked local & national defense as #1 priority for government spending 31% 37% 32% 30% 38% 25%
  61. 61. 62% / 56% PROSUMERS / MAINSTREAM “Governments that spend more on schools and culture are able to spend less on policing and prisons” 64 / 55 54 / 44 71 / 6542 / 35 59 / 63 84 / 81 MANY ISSUES ARE INTERTWINED, MEANING FUNDING ONE AREA CAN HELP ANOTHER Image: 123RF vector education
  62. 62. ECONOMIC STABILITY ALSO IS A KEY STATE RESPONSIBILITY The best way to achieve social progress would be to (please choose one)… Eradicate poverty in the world Eradicate disease & pain in the world Increase feelings of community Increase feelings of individual happiness 38% 41% 45% 20% 22% 22% 22% 19% 22% 20% 18% 12%
  63. 63. A BIG EXCEPTION: CHINESE RESPONDENTS BELIEVE INCREASING INDIVIDUAL HAPPINESS IS BEST WAY TO ACHIEVE SOCIAL PROGRESS The best way to achieve social progress would be to (please choose one)… 22 28 43 8 21 26 40 12 Eradicate poverty in the world Eradicate disease and pain Increase feelings of individual happiness Increase feelings of community Prosumer
  64. 64. A DECENT LIVING STANDARD IS A HUMAN RIGHT Which of these do you consider essential human rights? 82% 80% 78% 79% 80% 71% 66% 67% 67% 66% 71% 64% 68% 64% 65% 70% 65% 68% 66% 67% Access to affordable healthcare Employment Access to wholesome food Access to affordable housing
  65. 65. AN OPENING FOR BRANDS
  66. 66. AFTER BASIC NEEDS ARE COVERED BY THE GOVERNMENT, BRANDS HAVE PLENTY OF SPACE TO JUMP IN AND PROVIDE FOR OTHER IMPORTANT NEEDS
  67. 67. BRANDS CAN PROVIDE “EXTRAS” THAT MAKE LIFE BETTER SUCH AS SCIENCE & TECHNOLOGY… 84% / 74% PROSUMERS / MAINSTREAM “Science will make tomorrow’s world better” 77 / 71 78 / 68 98 / 8478 / 60 92 / 90 91 / 81 ONLY 10% GLOBALLY ranked science & technology #1 spending priority for government
  68. 68. …OR BY SUPPORTING THE ARTS AND PUBLIC ACCESS TO IT Havas Toronto Graffiti Alley Project for Heritage Toronto 84% / 74% PROSUMERS / MAINSTREAM “Art and literature are essential to understanding the world we live in” 77 / 71 78 / 68 98 / 8478 / 60 92 / 90 91 / 81
  69. 69. THEN, IT’S UP TO EACH OF US TO COMPLETE OUR OWN HAPPINESS HAPPY IS AS HAPPY DOES: 1. Meaningful Connections 2. Self-Optimization 3. Personal Financial Security & Material Comfort
  70. 70. 1. MEANINGFUL CONNECTIONS
  71. 71. HAPPINESS IS FOUND IN PERSONAL RELATIONSHIPS… 65% / 54% PROSUMERS / MAINSTREAM “Spending time with friends” 85% / 79% PROSUMERS / MAINSTREAM “Being with my family” Which of these contribute to your sense of happiness? 40% / 27% MILLENNIALS / BOOMERS “Having a satisfying sexual life” 80 / 65 89 / 75 82 / 6681 / 76 84 / 79 88 / 81 77 / 55 67 / 57 67 / 4455 / 52 63 / 57 64 / 54
  72. 72. …AND IN COMMUNITY AND CARING 37% / 30% PROSUMERS / MAINSTREAM “Feeling that I belong to a community” 45% / 31% PROSUMERS / MAINSTREAM “Feeling part of a truly important cause” Which of these contribute to your sense of happiness? 52 / 26 24 / 15 39 / 2426 / 15 65 / 50 62 / 46 43 / 29 38 / 28 24 / 1624 / 14 47 / 35 40 / 28
  73. 73. 2. SELF-OPTIMIZATION
  74. 74. “HAPPINESS DEPENDS UPON OURSELVES. HAPPINESS IS A STATE OF ACTIVITY. ” —ARISTOTLE
  75. 75. HAPPINESS COMES FROM FEELING GOOD PHYSICALLY… Which of these contribute to your sense of happiness? 61% / 57% PROSUMERS / MAINSTREAM “Being physically fit” 47% / 37% PROSUMERS / MAINSTREAM “Feeling good about how I look” 56 / 46 56 / 48 20 / 1872 / 72 76 / 73 48 / 46 61 / 34 43 / 29 20 / 1839 / 27 51 / 44 58 / 52
  76. 76. … AND ALSO BY BEING MENTALLY & INTELLECTUALLY ENGAGED 33% / 23% PROSUMERS / MAINSTREAM “Creating art/music, writing” Which of these contribute to your sense of happiness? 59% / 41% PROSUMERS / MAINSTREAM “Experiencing new things” 58% / 45% PROSUMERS / MAINSTREAM “Being intellectually engaged/always learning” 61 / 48 57 / 43 39 / 2554 / 33 63 / 51 60 / 50 75 / 42 66 / 37 56 / 3046 / 28 65 / 60 67 / 49 43 / 22 36 / 21 14 / 1227 / 17 43 / 37 36 / 26
  77. 77. A COMEBACK OF INTELLECTUALISM IN THE KARDASHIAN ERA? “A person who is not cultured will never be successful”
  78. 78. APPRECIATING ART AND LITERATURE IS ESSENTIAL TO A GOOD LIFE “I admire people who read a lot” “I admire people who know everything about the arts and culture”
  79. 79. SELF-OPTIMIZATION ALSO INCLUDES ETHICS & MORALITY 50% / 42% PROSUMERS / MAINSTREAM “Upholding strong moral values” Which of these contribute to your sense of happiness? 56 / 45 36 / 34 47 / 3841 / 29 43 / 45 61 / 53 71 / 61 71 / 71 77 / 5987 / 90 76 / 63 58 / 66
  80. 80. 3. FINANCIAL SECURITY & MATERIAL COMFORT
  81. 81. AUSTERITY HAS US EXHAUSTED VS “I would be happier if I had more money” “I would be happier if I owned fewer things”
  82. 82. MILLENNIALS ESPECIALLY THINK MORE MONEY WOULD MAKE LIFE BETTER 77% MILLENNIALS GLOBALLY “I would be happier if I had more money” 75% 84% 84%80% 66% 84%
  83. 83. WE NEED THE MEANS TO LIVE THE LIVES WE WANT 61% / 55% PROSUMERS / MAINSTREAM “Having enough money to live as I’d like” 56/52 59/55 71/6651/48 69/56 45/43 48% / 41% PROSUMERS / MAINSTREAM “Surrounding myself with items I love” 33/29 43/45 32/1740/24 59/48 42/33 Which of these contribute to your sense of happiness?
  84. 84. IMPLICATIONS FOR BRANDS
  85. 85. BRANDS SHOULD FIND WAYS TO HELP US SAVE MONEY A financial management service that helps people spend smarter and save more (currently available in US and Canada) Allows people to browse products, find inspiration, and discover great deals from stores such as Target and Best Buy. Points earned through purchases or referrals can be traded in for gift cards at partner retailers.
  86. 86. BRANDS SHOULD FIND WAYS TO MAKE US FEEL SAFER AND MORE SECURE Google-owned tech incubator Jigsaw is developing a program that combines Google’s search advertising algorithms & YouTube’s video platform to target aspiring ISIS recruits and dissuade them from joining the terrorist group A personal safety app that alerts your friends when you have arrived at your destination and sounds an alarm when help is needed, among other features Image: Jigsaw
  87. 87. BRANDS SHOULD ALSO FIND WAYS TO SHOW US PATHS TO HAPPINESS An app that helps users meditate 10 minutes a day to reduce stress, while also encouraging them to exercise more, sleep better, and ultimately feel happier An app that acts as a personal mindfulness coach to lift users’ moods, help them meditate, and encourage them savour the small happy moments of their days
  88. 88. THANK YOU
  89. 89. THANK YOU

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