LUNCH-DEBAT BMMA September 15th, 2011 Sans repères seules restent les marques
The society of distrust
A FEELING OF BEING MANIPULATED 1 BY THE  INSTITUTIONS
A FEELING OF BEING MANIPULATED 2 BY THE  FINANCIAL WORLD
A FEELING OF BEING MANIPULATED 3 BY THE  BRANDS
So it is much more than  a financial/economic crisis It is a crisis of value
USA (800) 4% 2% 5% 4% 6% 12% 3% 4% 7% 4% 15% 12% 12% 24% 18% 16% 44% 23% TOTAL (2400) France (800) UK (800) Une crise fina...
A CRISIS FOR WHICH: ALL INSTITUTIONS  ARE SEEN AS RESPONSIBLE
THE CRISIS HAS CHANGED CITIZEN APPROACH TO THEIR LIFE A NEW APPROACH TO THEIR LIFE
The consumer is changing dramatically and fast
1 A HIGH SENSITIVITY TO RISK
<ul><ul><li>A HIGH SENSITIVITY TO RISK </li></ul></ul>Prosumers 46% I  have become more worried about not having enough  m...
CONSEQUENCE: Reluctance to engage in long-term decisions  (What if I choose wrong?) Risk avoidance becomes the main driver...
WHO WOULD YOU TRUST?
2 CONSUMER DEPRESSION ECHOES SOCIETAL WOES
<ul><ul><li>WIDESPREAD DISSATISFACTION WITH MODERN LIFE </li></ul></ul>
PEOPLE ARE LOOKING FOR HAPPINESS Paradox of owning more and having less Increased focus on happiness index as measure of n...
3 CONSUMERS WANT CHANGE AND KNOW THEY CAN COUNT ONLY ON THEMSELVES
KNOW: The Emergence of the New Consumer RECESSION IS AN OPPORTUNITY TO STEP BACK AND RETHINK
IT’S UP TO ME NOW TO MAKE CHANGE HAPPEN  Prosumers 62% I avoid shopping at stores  that don’t treat their  employees fairl...
WILL CONSUMPTION BE THE NEW VOTING?
1. A HIGH SENSITIVITY TO RISK 2.   CONSUMER DEPRESSION ECHOES SOCIETAL WOES 3.   CONSUMERS WANT CHANGE AND KNOW THEY  CAN ...
Consumption and brands are impacted by the change
THE NEW APPROACH TO CONCUMPTION  R EAL R   IGHTSIZING R   ESPONSIBILITY R  ELATIONS ᴙ
REAL ᴙ LOOKING FOR SUBSTANCE More meaning   More substance More purpose
REAL ᴙ SEEKING A RETURN TO “REAL”…
REAL ᴙ …  AS SYMBOLIZED BY THE SLOW FOOD AND SLOW TRAVEL MOVEMENTS
RIGHTSIZING ᴙ NOTHING LESS, NOTHING MORE ! “ There are two ways to get enough: One is to continue to accumulate more and m...
RIGHTSIZING ᴙ A MOVE TOWARD “INTELLIGENT SIMPLIFICATION” Prosumers 65% I’d rather just have the functions I really need Ma...
RESPONSIBILITY ᴙ CONSUMERS HAVE GROWN UP
RESPONSIBILITY ᴙ Do I really need this? Can I wait until it’s on sale? Could I find it cheaper somewhere else or on eBay? ...
RESPONSIBILITY ᴙ MORE ATTENTION PAID AT RETAIL Prosumers 62% I am more interested today  in how and where products  are ma...
RELATIONS ᴙ THE NEED TO CONNECT
RELATIONS ᴙ SEEKING A DEEPER RELATIONSHIP WITH BRANDS… Prosumers 60% I prefer to buy from companies  with a reputation for...
RELATIONS ᴙ … AND WITH PRODUCERS: THE GROWING ALLURE OF LOCAL Prosumers 52% It is important to me to buy  locally produced...
THE NEW APPROACH TO CONCUMPTION  R EAL R   IGHTSIZING R   ESPONSIBILITY R  ELATIONS ᴙ
The big paradox brands which symbolise consumerism are the new references
IN THE WORLD OF DEFIANCE , BRANDS CAN CARRY HOPE
IN AN AGEING SOCIETY, THEY EMBODY YOUTH
IN A WORLD WHERE TODAY IS A FIGHT, THEY WRITE OUR  TOMORROWS
WHEN FINANCIAL INSTITUTIONS ARE AT THE HEART OF  DISTRUST, THEY CAN RECREATE CONFIDENCE
THEY CAN BUILT A CITY
OR HELP REBUILD THEM
SMARTLY  
THE NEW SOURCE OF GROWTH
THE ULTIMATE WORLD INFLUANCER
With the social media as  the new agora brands have new imperatives to succeed
1 SOMETHING CENTRAL IN PEOPLES’ LIVES
2 RE-OWN THE SPACE/TIME DIMENSION OF CONSUMER
TO DELIVER ENGAGING BRAND/CONTENT  DRIVEN  EXPERIENCE
3 STAND OUT IN THE SOCIAL CONVERSATION
4 BUILD A REAL DIALOGUE WITH THEIR CONSUMERS  AND COMMUNITIES
5 BRANDS NEED TO BEHAVE LIKE PROPER CITIZEN
THE LOCAL ROOT
LOOKING AFTER THE PLANET
RESPECTING PEOPLE
A new role for the agencies
ADVERTISING IS DEAD
THE CREATIVE BUSINESS IDEA
CREATIVE BUSINESS IDEA Transformational   Changes business strategies Drive profitable growth
CREATIVE BUSINESS IDEA From « the Alps » to « youth »  From « luggage » to « travel »  From « rail » to « leisure »
Changing agency remuneration model  From commission and time spent  To Contribution to value «  Because we’re really worth...
Thank you
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Sans repères seules restent les marques - Lunch BMMA - 15/09/2011

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Les crises successives ont mis à bas la confiance que les citoyens et les consommateurs avaient dans ceux qui les représentaient. Vrai des dirigeants, mais aussi des institutions des organismes financiers, et de toute puissance revendiquant un leadership. Dans cette crise, le consommateur a changé, recherchant davantage le sens et la valeur des choses, plus que les signes ou le prix, à la quête d’un « mieux vivre » plus qu’un « davantage avoir ».

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  • We often say modern society is “short-sighted” As anxieties mount, more and more citizens in mature markets are looking far into the future with concern
  • Sizeable segments believe the “Great Recession” will actually be good for themselves/their families and/or their country A sense that people have been given a chance to reevaluate their lives and how they’re living Downturn brought anxiety and hardship—yet also a sense of relief and opportunity Chance to pull back from hyperconsumerist lifestyle and reflect on what we truly want People are actively seeking improvement—in themselves and their ways of living A “second chance” to get it right
  • A majority of global sample—and more than 6 in 10 Prosumers—are focusing more on the environmental and/or social impact of the products they buy (especially strong trend in China and France) Widespread sense of responsibility for impact of personal consumption choices Majority of Prosumers are willing to put their money where their mouths are (paying more for products that satisfy their consciences)
  • A majority of global sample—and more than 6 in 10 Prosumers—are focusing more on the environmental and/or social impact of the products they buy (especially strong trend in China and France) Widespread sense of responsibility for impact of personal consumption choices Majority of Prosumers are willing to put their money where their mouths are (paying more for products that satisfy their consciences)
  • Hyperconsumerism has failed to satisfy, leaving us unhappy and feeling alienated from each other and from the natural world Consumers are experiencing feelings of emptiness and disconnectedness In response, they are craving real and authentic experiences—and the security that comes from living a more orderly, purposeful existence
  • Signs of backlash against hyperconsumption and its associated stress, anxiety, and constant push for MORE Millions are rejecting prior behaviors, seeking to buy less and experience more Frugality is suddenly chic
  • Significant majority sees appeal in downsizing—in spending less time accumulating “things” and more time enjoying life Seeking to get back to basics, to enjoy life on a more elemental level
  • UNE CITATION?
  • UNE CITATION?
  • Sans repères seules restent les marques - Lunch BMMA - 15/09/2011

    1. 1. LUNCH-DEBAT BMMA September 15th, 2011 Sans repères seules restent les marques
    2. 2. The society of distrust
    3. 3. A FEELING OF BEING MANIPULATED 1 BY THE INSTITUTIONS
    4. 4. A FEELING OF BEING MANIPULATED 2 BY THE FINANCIAL WORLD
    5. 5. A FEELING OF BEING MANIPULATED 3 BY THE BRANDS
    6. 6. So it is much more than a financial/economic crisis It is a crisis of value
    7. 7. USA (800) 4% 2% 5% 4% 6% 12% 3% 4% 7% 4% 15% 12% 12% 24% 18% 16% 44% 23% TOTAL (2400) France (800) UK (800) Une crise financière Une crise du capitalisme Une crise de société Une crise morale Une crise du pouvoir d’achat Une crise environnementale 37% 21% 56% 54% 6% 11% « Pour vous, cette crise est-elle avant tout… ? » Etude EuroRSCG Juillet 09 PEOPLE BELIEVE IT’S A CRISIS OF CAPITALISM EVEN MORE A CRISIS OF TODAY’S SOCIETY
    8. 8. A CRISIS FOR WHICH: ALL INSTITUTIONS ARE SEEN AS RESPONSIBLE
    9. 9. THE CRISIS HAS CHANGED CITIZEN APPROACH TO THEIR LIFE A NEW APPROACH TO THEIR LIFE
    10. 10. The consumer is changing dramatically and fast
    11. 11. 1 A HIGH SENSITIVITY TO RISK
    12. 12. <ul><ul><li>A HIGH SENSITIVITY TO RISK </li></ul></ul>Prosumers 46% I have become more worried about not having enough money to retire on global total=41% Mainstream 40% 55/50 51/43 64/58 33/25 55/44 24/20 33/26 51 45 59 27 46 21 27
    13. 13. CONSEQUENCE: Reluctance to engage in long-term decisions (What if I choose wrong?) Risk avoidance becomes the main driver of decisions Shift in the Codes of Trust
    14. 14. WHO WOULD YOU TRUST?
    15. 15. 2 CONSUMER DEPRESSION ECHOES SOCIETAL WOES
    16. 16.
    17. 17. <ul><ul><li>WIDESPREAD DISSATISFACTION WITH MODERN LIFE </li></ul></ul>
    18. 18. PEOPLE ARE LOOKING FOR HAPPINESS Paradox of owning more and having less Increased focus on happiness index as measure of national achievement
    19. 19. 3 CONSUMERS WANT CHANGE AND KNOW THEY CAN COUNT ONLY ON THEMSELVES
    20. 20. KNOW: The Emergence of the New Consumer RECESSION IS AN OPPORTUNITY TO STEP BACK AND RETHINK
    21. 21. IT’S UP TO ME NOW TO MAKE CHANGE HAPPEN Prosumers 62% I avoid shopping at stores that don’t treat their employees fairly global total=51% Mainstream 49% 65/49 76/67 63/56 49/35 50/40 83/64 44/31 52 69 57 38 41 68 34 Prosumers 75% As a consumer, I have a responsibility to censure unethical companies by avoiding their products global total=65% Mainstream 63% 79/64 82/75 79/73 67/47 65/52 93/80 61/49 67 76 74 51 54 83 51 Prosumers 54% I am willing to pay a slightly higher price for socially or environmentally responsible products global total=45% Mainstream 43% 48/35 70/60 60/52 41/28 46/33 87/75 36/26 38 62 54 30 35 77 28 Prosumers 63% I am paying more attention than in the past to the environmental and/or social impact of the products I buy global total=54% Mainstream 52% 68/51 66/60 77/62 49/35 55/50 84/69 44/37 54 61 64 37 51 72 38
    22. 22. WILL CONSUMPTION BE THE NEW VOTING?
    23. 23. 1. A HIGH SENSITIVITY TO RISK 2. CONSUMER DEPRESSION ECHOES SOCIETAL WOES 3. CONSUMERS WANT CHANGE AND KNOW THEY CAN COUNT ONLY ON THEMSELVES THREE KEYS TO UNDERSTANDING THE RELATIONSHIP BETWEEN CONSUMERS AND SOCIETY IN THE POST-CRISIS WORLD
    24. 24. Consumption and brands are impacted by the change
    25. 25. THE NEW APPROACH TO CONCUMPTION R EAL R IGHTSIZING R ESPONSIBILITY R ELATIONS ᴙ
    26. 26. REAL ᴙ LOOKING FOR SUBSTANCE More meaning More substance More purpose
    27. 27. REAL ᴙ SEEKING A RETURN TO “REAL”…
    28. 28. REAL ᴙ … AS SYMBOLIZED BY THE SLOW FOOD AND SLOW TRAVEL MOVEMENTS
    29. 29. RIGHTSIZING ᴙ NOTHING LESS, NOTHING MORE ! “ There are two ways to get enough: One is to continue to accumulate more and more. The other is to desire less.” —G. K. Chesterton
    30. 30. RIGHTSIZING ᴙ A MOVE TOWARD “INTELLIGENT SIMPLIFICATION” Prosumers 65% I’d rather just have the functions I really need Mainstream 69% 58/67 68/67 79/78 72/73 56/67 82/81 48/50 66 67 78 73 65 81 50
    31. 31. RESPONSIBILITY ᴙ CONSUMERS HAVE GROWN UP
    32. 32. RESPONSIBILITY ᴙ Do I really need this? Can I wait until it’s on sale? Could I find it cheaper somewhere else or on eBay? Is it of solid, good quality? Will it last a long time? Can I afford it? Will I really get pleasure from buying this brand/ spending this money? THEY’RE MOVING BEYOND IMMEDIATE GRATIFICATION…
    33. 33. RESPONSIBILITY ᴙ MORE ATTENTION PAID AT RETAIL Prosumers 62% I am more interested today in how and where products are made global total=51% Mainstream 48% 66/52 66/59 72/58 45/31 49/39 74/56 58/36 54 60 61 34 41 59 41 Prosumers 80% I am shopping more carefully and mindfully than I used to global total=72% Mainstream 70% 86/79 78/69 81/68 75/59 77/71 82/72 75/65 80 70 70 62 72 73 67
    34. 34. RELATIONS ᴙ THE NEED TO CONNECT
    35. 35. RELATIONS ᴙ SEEKING A DEEPER RELATIONSHIP WITH BRANDS… Prosumers 60% I prefer to buy from companies with a reputation for a purpose beyond profit (e.g., Newman’s Own, Body Shop) Mainstream 46% 69/54 66/54 64/48 38/25 58/43 88/71 35/16 56 56 51 27 46 74 20 Prosumers 70% I prefer to buy from companies that share my personal values Mainstream 54% 77/56 77/69 66/52 57/36 55/46 85/66 64/52 59 71 54 40 47 69 55 Prosumers 61% Compared with a few years ago, it’s more important for me to feel good about the companies with which I do business Mainstream 47% 70/54 71/70 57/45 49/33 63/43 71/55 39/21 57 70 47 36 46 58 24
    36. 36. RELATIONS ᴙ … AND WITH PRODUCERS: THE GROWING ALLURE OF LOCAL Prosumers 52% It is important to me to buy locally produced goods Mainstream 44% 63/48 40/42 65/56 36/23 53/43 44/34 59/55 51 42 58 25 45 36 55 Prosumers 63% It makes me feel good to support local producers, artisans, and manufacturers Mainstream 55% 76/67 66/68 66/55 54/38 74/63 48/39 46/43 69 68 57 41 65 41 44
    37. 37. THE NEW APPROACH TO CONCUMPTION R EAL R IGHTSIZING R ESPONSIBILITY R ELATIONS ᴙ
    38. 38. The big paradox brands which symbolise consumerism are the new references
    39. 39. IN THE WORLD OF DEFIANCE , BRANDS CAN CARRY HOPE
    40. 40. IN AN AGEING SOCIETY, THEY EMBODY YOUTH
    41. 41. IN A WORLD WHERE TODAY IS A FIGHT, THEY WRITE OUR TOMORROWS
    42. 42. WHEN FINANCIAL INSTITUTIONS ARE AT THE HEART OF DISTRUST, THEY CAN RECREATE CONFIDENCE
    43. 43.
    44. 44. THEY CAN BUILT A CITY
    45. 45. OR HELP REBUILD THEM
    46. 46. SMARTLY 
    47. 47. THE NEW SOURCE OF GROWTH
    48. 48. THE ULTIMATE WORLD INFLUANCER
    49. 49. With the social media as the new agora brands have new imperatives to succeed
    50. 50. 1 SOMETHING CENTRAL IN PEOPLES’ LIVES
    51. 51.
    52. 52.
    53. 53.
    54. 54. 2 RE-OWN THE SPACE/TIME DIMENSION OF CONSUMER
    55. 55. TO DELIVER ENGAGING BRAND/CONTENT DRIVEN EXPERIENCE
    56. 56. 3 STAND OUT IN THE SOCIAL CONVERSATION
    57. 57.
    58. 58. 4 BUILD A REAL DIALOGUE WITH THEIR CONSUMERS AND COMMUNITIES
    59. 59.
    60. 60. 5 BRANDS NEED TO BEHAVE LIKE PROPER CITIZEN
    61. 61. THE LOCAL ROOT
    62. 62. LOOKING AFTER THE PLANET
    63. 63. RESPECTING PEOPLE
    64. 64. A new role for the agencies
    65. 65. ADVERTISING IS DEAD
    66. 66. THE CREATIVE BUSINESS IDEA
    67. 67. CREATIVE BUSINESS IDEA Transformational Changes business strategies Drive profitable growth
    68. 68. CREATIVE BUSINESS IDEA From « the Alps » to « youth » From « luggage » to « travel » From « rail » to « leisure »
    69. 69. Changing agency remuneration model From commission and time spent To Contribution to value «  Because we’re really worth it »! CREATIVE BUSINESS IDEA
    70. 70. Thank you

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