A NEW YORK TIMES
BESTSELLER

The Athena Doctrine:
Leadership for a Sustainable World

CHIP WALKER
cwalker@bavconsulting.co...
THE WORLD’S MOST EXTENSIVE STUDY OF
CONSUMERISM: BRAND ASSET VALUATOR®
WORLD’S LARGEST
DATABASE OF BRANDS
ACADEMIC REVIEWE...
We are moving from mindless to
mindful consumption

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
The spend shift throughout the world

Source: BrandAsset ® Valuator’ international values segmentation
— 4-C’s (Cross-Cult...
A growing trend toward ‘cooperative consumerism’

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
People are ‘voting’ their values
through their consumerism

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @John...
New priorities in expectations for companies and brands

, 2011

Source: BrandAsset Valuator, 2011

, 2011

Copyright 2012...
There are fewer companies people trust today

THE ECONOMIC TORNADO HAS REDUCED
TRUST IN BRANDS
Source: USA BAV All Adults ...
SPEND SHIFT No. 1
The Rise of Feminine Values

EMPATHY

10

RESILIENCY

RESPECT

Copyright 2012, John Gerzema | BAV Consul...
ÖRN BáRðUR JóNSSON
CONSTITUTIONAL COMMITTEE
MEMBER
REYKJAVIK

12

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC |...
EMILY BOLTON
CO-FOUNDER:
SOCIAL FINANCE
LONDON

13

Copyright 2013, John Gerzema BAV Consulting, a WPP Co. @Johngerzema
GRANNY HOLLY
PARTNER:
GRANNIES, INC.
BANBURY, U.K.

14

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerz...
Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
SPEND SHIFT No. 2
“Don’t Fence Me In”

RETOOLING

16

EDUCATION

BETTERMENT

Copyright 2012, John Gerzema | BAV Consulting...
People are more self-reliant and resourceful

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
MIRIAM RODRIGUEZ
LIBRARIAN:
PUBLIC LIBRARY
DALLAS

18

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerze...
TIM KUNDE
FOUNDER
FRIENDSURANCE
BERLIN

19

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
SPEND SHIFT No. 3
“The Badge of Awesomeness”

NIMBLENESS

22

ADAPTABILITY

THRIFT

Copyright 2012, John Gerzema | BAV Con...
Fixed costs and overhead are ‘the enemy’

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
MAURA MCCARTHY
CO-FOUNDER:
BLU HOMES
WALTHAM, MA

24

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzem...
MARIA DAMANKI
EUROPEAN
COMMISSIONER
MARITIME AFFAIRS AND
FISHERIES
BRUSSELS

25

Copyright 2013, John Gerzema BAV Consulti...
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
POST-USE PACKAGING

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
SPEND SHIFT No. 4
“An Army of Davids”

COMMUNITY

28

COOPERATION

AMPLIFICATION

Copyright 2012, John Gerzema | BAV Consu...
A growing trend toward ‘cooperative consumerism’

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
IJAD MADISCH
CEO/CO-FOUNDER
RESEARCHGATE
BERLIN

30

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
NING LI
CO-FOUNDER:
MADE.COM
LONDON

31

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
there are no longer consumers, only customers

33

Photo from Thomas Hawk

Copyright 2012, John Gerzema | BAV Consulting |...
companies today must deliver value and values

34

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
with feminine values on the rise…
capitalism is about better, instead of more.

35
39

32

Copyright 2012, John Gerzema | ...
CWALKER@BAVCONSULTING.COM
The Shifting Landscape of Consumer Values and Implications for your Brand's Future
The Shifting Landscape of Consumer Values and Implications for your Brand's Future
The Shifting Landscape of Consumer Values and Implications for your Brand's Future
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The Shifting Landscape of Consumer Values and Implications for your Brand's Future

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These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/shifting-landscape-consumer-values-implications-your-brands-future

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Transcript of "The Shifting Landscape of Consumer Values and Implications for your Brand's Future"

  1. 1. A NEW YORK TIMES BESTSELLER The Athena Doctrine: Leadership for a Sustainable World CHIP WALKER cwalker@bavconsulting.com
  2. 2. THE WORLD’S MOST EXTENSIVE STUDY OF CONSUMERISM: BRAND ASSET VALUATOR® WORLD’S LARGEST DATABASE OF BRANDS ACADEMIC REVIEWED 800,000 CUSTOMER ATTITUDES, PERCEPTIONS AND VALUES 17 ANNUAL STUDIES COMPRISING 78% GLOBAL 50,000 BRANDS275 GDP STUDIES IN 51 COUNTRIES QUARTERLY U.S. PANEL OF 17,000 RESPONDENTS$ 130 MILLON INVESTED WITH DATA BACK TO 1993 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  3. 3. We are moving from mindless to mindful consumption Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  4. 4. The spend shift throughout the world Source: BrandAsset ® Valuator’ international values segmentation — 4-C’s (Cross-Cultural-Consumer-Characterization) Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  5. 5. A growing trend toward ‘cooperative consumerism’ Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  6. 6. People are ‘voting’ their values through their consumerism Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  7. 7. New priorities in expectations for companies and brands , 2011 Source: BrandAsset Valuator, 2011 , 2011 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  8. 8. There are fewer companies people trust today THE ECONOMIC TORNADO HAS REDUCED TRUST IN BRANDS Source: USA BAV All Adults (Trustworthy brands defined as those with greater than 20% attribution) Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  9. 9. SPEND SHIFT No. 1 The Rise of Feminine Values EMPATHY 10 RESILIENCY RESPECT Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  10. 10. ÖRN BáRðUR JóNSSON CONSTITUTIONAL COMMITTEE MEMBER REYKJAVIK 12 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  11. 11. EMILY BOLTON CO-FOUNDER: SOCIAL FINANCE LONDON 13 Copyright 2013, John Gerzema BAV Consulting, a WPP Co. @Johngerzema
  12. 12. GRANNY HOLLY PARTNER: GRANNIES, INC. BANBURY, U.K. 14 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  13. 13. Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
  14. 14. SPEND SHIFT No. 2 “Don’t Fence Me In” RETOOLING 16 EDUCATION BETTERMENT Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  15. 15. People are more self-reliant and resourceful Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  16. 16. MIRIAM RODRIGUEZ LIBRARIAN: PUBLIC LIBRARY DALLAS 18 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  17. 17. TIM KUNDE FOUNDER FRIENDSURANCE BERLIN 19 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  18. 18. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  19. 19. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  20. 20. SPEND SHIFT No. 3 “The Badge of Awesomeness” NIMBLENESS 22 ADAPTABILITY THRIFT Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  21. 21. Fixed costs and overhead are ‘the enemy’ Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  22. 22. MAURA MCCARTHY CO-FOUNDER: BLU HOMES WALTHAM, MA 24 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  23. 23. MARIA DAMANKI EUROPEAN COMMISSIONER MARITIME AFFAIRS AND FISHERIES BRUSSELS 25 Copyright 2013, John Gerzema BAV Consulting, a WPP Co. @Johngerzema
  24. 24. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  25. 25. POST-USE PACKAGING Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  26. 26. SPEND SHIFT No. 4 “An Army of Davids” COMMUNITY 28 COOPERATION AMPLIFICATION Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  27. 27. A growing trend toward ‘cooperative consumerism’ Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  28. 28. IJAD MADISCH CEO/CO-FOUNDER RESEARCHGATE BERLIN 30 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  29. 29. NING LI CO-FOUNDER: MADE.COM LONDON 31 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  30. 30. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  31. 31. there are no longer consumers, only customers 33 Photo from Thomas Hawk Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  32. 32. companies today must deliver value and values 34 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
  33. 33. with feminine values on the rise… capitalism is about better, instead of more. 35 39 32 Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema Copyright John Gerzema/Young & Rubicam
  34. 34. CWALKER@BAVCONSULTING.COM

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