- Two-thirds of Australian consumers feel the pace of innovation in business is too fast, while over half feel it is just right.
- Consumers believe brands have an important role to play in innovation but question whether brands innovate primarily to make more money.
- While consumers are inspired by the promise of innovation, they have concerns about privacy, security, environmental impact, and feeling they must be constantly connected which can impact their purchasing decisions. Trust and reassurance are needed from brands before consumers will accept innovation.
- Peer recommendations are highly influential on consumer acceptance of new innovations. Brands that empower peer-to-peer conversations can help address consumer concerns and build trust.
Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015Edelman.ergo GmbH
Innovation and the Earned Brand ist eine Markenstudie von der führeden globalen Communications Marketing Agentur Edelman und untersucht die Haltung von Konsumenten gegenüber Markeninnovationen. Die Umfrage wurde von der Marktforschungsfirma Edelman Berland entwickelt, die Datenerhebung erfolgte mit Hilfe von Online-Interviews im Zeitraum April und Mai 2015. Für die Markenstudie wurden jeweils 1.000 Personen in zehn Ländern (USA, Mexiko, Frankreich, Deutschland, Großbritannien, Brasilien, China, Japan, Indien und Australien) befragt. In New York und London wurden zudem Fokusgruppen mit 16 Millenials durchgefürt. 25 Millenials aus Brasilien, Großbritannien, Indien, China und USA führten zudem zwei Wochen lang ein mobiles Tagebuch.
The 2016 Edelman Trust Barometer revealed that trust in all four institutions measured – government, business, the media and NGO’s – is increasing, with business in the lead. Across the 33,000 respondents in 28 countries, we saw a rise of 5 percent in trust in business this year, a larger increase than in any of the other three institutions. Those surveyed also trust business more than the other institutions to keep pace with the changing times.
Learn More: www.edelman.com/trust2016
We surveyed over 5,000 people across the U.S., the UK, Germany, France and Japan to explore the state of creativity since our 2012 report. 70% of global respondents believe creativity is valuable to the economy and society. Dive in to find out more. For a quick look, check out our infographic featuring results from U.S. respondents: http://bit.ly/2fbfjC8
Global respondents believe being creative is valuable to society (70%) and the economy (64%). Being creative helps make people better workers (70%), leaders (70%), parents (69%) and students (69%). Yet only forty-one percent describe themselves as creative and thirty-one percent report they are living up to their creative potential.
Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015Edelman.ergo GmbH
Innovation and the Earned Brand ist eine Markenstudie von der führeden globalen Communications Marketing Agentur Edelman und untersucht die Haltung von Konsumenten gegenüber Markeninnovationen. Die Umfrage wurde von der Marktforschungsfirma Edelman Berland entwickelt, die Datenerhebung erfolgte mit Hilfe von Online-Interviews im Zeitraum April und Mai 2015. Für die Markenstudie wurden jeweils 1.000 Personen in zehn Ländern (USA, Mexiko, Frankreich, Deutschland, Großbritannien, Brasilien, China, Japan, Indien und Australien) befragt. In New York und London wurden zudem Fokusgruppen mit 16 Millenials durchgefürt. 25 Millenials aus Brasilien, Großbritannien, Indien, China und USA führten zudem zwei Wochen lang ein mobiles Tagebuch.
The 2016 Edelman Trust Barometer revealed that trust in all four institutions measured – government, business, the media and NGO’s – is increasing, with business in the lead. Across the 33,000 respondents in 28 countries, we saw a rise of 5 percent in trust in business this year, a larger increase than in any of the other three institutions. Those surveyed also trust business more than the other institutions to keep pace with the changing times.
Learn More: www.edelman.com/trust2016
We surveyed over 5,000 people across the U.S., the UK, Germany, France and Japan to explore the state of creativity since our 2012 report. 70% of global respondents believe creativity is valuable to the economy and society. Dive in to find out more. For a quick look, check out our infographic featuring results from U.S. respondents: http://bit.ly/2fbfjC8
Global respondents believe being creative is valuable to society (70%) and the economy (64%). Being creative helps make people better workers (70%), leaders (70%), parents (69%) and students (69%). Yet only forty-one percent describe themselves as creative and thirty-one percent report they are living up to their creative potential.
MATTER 2012 Brand Engagement in the Era of Social EntertainmentEdelman
In its inaugural year, the Brand Engagement in the Era of Social Entertainment study examines consumer perceptions about the value of branded entertainment as a way to engage and mobilize audiences.
Millennials and the Future of Work: Survey ResultsElance-oDesk
Workers want freedom, and this desire is driving them towards independent (and often entrepreneurial) career paths. Following a prior study on disruption of work from the perspective of businesses, this survey examines the future of work as envisioned by professionals. Results found that many are planning their escape from corporate jobs — 72% of freelancers still at “regular” jobs want to quit entirely, and 61% say they are likely to quit within two years.
Millennials in particular are pursuing independent careers that foster faster progression than traditional hierarchical organizations. Of almost 2,000 Millennial respondents, 58% classified themselves as entrepreneurs. These responses (from more than 3,000 freelancers worldwide who have worked online) quantify the mindset of freelancers today, providing a glimpse into the professional landscape of tomorrow.
The start of the school year is near. While there is still a need to get back to the basics with pencils and textbooks, digital influences continue to increase and device ownership is at an all-time high. Parents’ household financial situation is holding consistent with last year, and so too is families’ average spending on school supplies. In addition, cyber security continues to be top of mind, as the majority of consumers demonstrate concerns about the protection of their personal data. These trends and more are highlighted in our latest surveys: www.deloitte.com/us/2015Back2School.
Infographic: Adobe State of Create 2016 StudyAdobe
Our latest State of Create Study links being creative to stronger personal and professional success. Here's a look at results from U.S. respondents. Check out the full study showing results from the UK, Germany, France and Japan: http://bit.ly/2e766tr
Consumers and the Digital Health Information JourneyEdelman
Edelman Health recently launched results from a new study – Consumers and the Digital Health Information Journey – that focuses on how US consumers engage with and use digital health content.Partnering with Edelman Berland, they conducted research that looked at 1500 US adults consisting of Millennials (ages 18-34), the Sandwich Generation (ages 35-64) and Seniors (ages 65+). Additionally, a Caregiver group was identified that included those adults who are responsible for the health decisions of a parent or other adult relative. While the study initially set out to explore how the different generations consume and use digital health content, it soon focused on the interesting results related to the Caregiver segment.
This deck is a deep dive on the digital health behaviors and preferences of Caregivers who revealed themselves as more engaged and influential than the generational groups, including Millennials. We believe that Caregivers are an overlooked group by healthcare marketers and represent a real opportunity for targeted engagement by pharma, biotech, payers, providers and other stakeholders within the healthcare industry.
Measuring Meaning: The Evolution of Brand Value and What to Do About ItSustainable Brands
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/measuring-meaning-evolution-brand-value-what-do-about-it
MATTER 2012 Brand Engagement in the Era of Social EntertainmentEdelman
In its inaugural year, the Brand Engagement in the Era of Social Entertainment study examines consumer perceptions about the value of branded entertainment as a way to engage and mobilize audiences.
Millennials and the Future of Work: Survey ResultsElance-oDesk
Workers want freedom, and this desire is driving them towards independent (and often entrepreneurial) career paths. Following a prior study on disruption of work from the perspective of businesses, this survey examines the future of work as envisioned by professionals. Results found that many are planning their escape from corporate jobs — 72% of freelancers still at “regular” jobs want to quit entirely, and 61% say they are likely to quit within two years.
Millennials in particular are pursuing independent careers that foster faster progression than traditional hierarchical organizations. Of almost 2,000 Millennial respondents, 58% classified themselves as entrepreneurs. These responses (from more than 3,000 freelancers worldwide who have worked online) quantify the mindset of freelancers today, providing a glimpse into the professional landscape of tomorrow.
The start of the school year is near. While there is still a need to get back to the basics with pencils and textbooks, digital influences continue to increase and device ownership is at an all-time high. Parents’ household financial situation is holding consistent with last year, and so too is families’ average spending on school supplies. In addition, cyber security continues to be top of mind, as the majority of consumers demonstrate concerns about the protection of their personal data. These trends and more are highlighted in our latest surveys: www.deloitte.com/us/2015Back2School.
Infographic: Adobe State of Create 2016 StudyAdobe
Our latest State of Create Study links being creative to stronger personal and professional success. Here's a look at results from U.S. respondents. Check out the full study showing results from the UK, Germany, France and Japan: http://bit.ly/2e766tr
Consumers and the Digital Health Information JourneyEdelman
Edelman Health recently launched results from a new study – Consumers and the Digital Health Information Journey – that focuses on how US consumers engage with and use digital health content.Partnering with Edelman Berland, they conducted research that looked at 1500 US adults consisting of Millennials (ages 18-34), the Sandwich Generation (ages 35-64) and Seniors (ages 65+). Additionally, a Caregiver group was identified that included those adults who are responsible for the health decisions of a parent or other adult relative. While the study initially set out to explore how the different generations consume and use digital health content, it soon focused on the interesting results related to the Caregiver segment.
This deck is a deep dive on the digital health behaviors and preferences of Caregivers who revealed themselves as more engaged and influential than the generational groups, including Millennials. We believe that Caregivers are an overlooked group by healthcare marketers and represent a real opportunity for targeted engagement by pharma, biotech, payers, providers and other stakeholders within the healthcare industry.
Measuring Meaning: The Evolution of Brand Value and What to Do About ItSustainable Brands
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/measuring-meaning-evolution-brand-value-what-do-about-it
The SlideShare 101 is a quick start guide if you want to walk through the main features that the platform offers. This will keep getting updated as new features are launched.
The SlideShare 101 replaces the earlier "SlideShare Quick Tour".
Each month, join us as we highlight and discuss hot topics ranging from the future of higher education to wearable technology, best productivity hacks and secrets to hiring top talent. Upload your SlideShares, and share your expertise with the world!
Not sure what to share on SlideShare?
SlideShares that inform, inspire and educate attract the most views. Beyond that, ideas for what you can upload are limitless. We’ve selected a few popular examples to get your creative juices flowing.
Innovation and the Earned Brand is Edelman's global survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.
Innovation and the earned brand study dutch resultsEdelman Amsterdam
Innovation and the EARNED BRAND is a global Edelman survey of consumer attitudes toward brand innovation. The online survey was fielded between April and May 2015 across 10,000 consumers in 10 countries, with additional qualitative research among millennials in 5 countries.
Our research shows that 87 percent of consumers will not buy a product or service because of their concerns about the risks that come with innovation. The study takes a deep dive into these consumer concerns, reveals four Earned Brand behaviors to address their needs around innovation and proposes a new model of marketing based on action, not messaging.
Edelman's 2010 goodpurpose study reveals that consumers in emerging markets like China outpace their peers in the West as being most engaged in social good. The global consumer study explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations.
Nielsen Global New Product Innovation Report- June 2015Aidelisa Gutierrez
Innovation matters. It can drive profitability and growth, helping
companies succeed even during tough economic times. Nielsen’s
Breakthrough Innovation research found that the top innovations
launched in the U.S. generate more than $50 million revenue their first
year; in fact, the 2015 winners generated, on average, more than twice
this amount, $119 million. In Europe, the top innovations produce
upwards of £/€10 million in their launch year. Innovation also helps
companies stay relevant to shoppers, and it can build long-term loyalty
UE Startups -- 9 Factors in Raising Funding in Silicon ValleyPeter Szymanski
9 Factors Silicon Valley investors consider for European startups, how to choose an angel or venture capital investor, and market trends that support growing a startup outside the USA.
7 Ways Covid-19 is Shaping the Future of Brands: Building Brand Resilience in...TapestryWorks
This is the presentation from a TMRS webinar 24 July 2020 on the long-term impact of the global pandemic on brand planning. Craig Griffin and I share seven cultural trends that have been triggered or accelerated by events in the first half of 2020.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
2. Consumers are embracing innovation
at a faster pace than ever before…
The Earned Brand | Edelman 2015 | pg 2
3. And yet they feel the pace of business
innovation is too fast
Q349-351. Below are a number of statements. For each, please think about the pace of development and change in business and industry today and select
the response that most accurately represents your opinion. (Not Enough, Too Much) Informed Publics, Australia. (2015 Edelman Trust Barometer)
The pace of development and change in
business and industry in Australia today is…
23%
TOO FAST
The Earned Brand | Edelman 2015 | pg 3
JUST RIGHT
22% 53%
TOO SLOW
4. The Earned Brand | Edelman 2015 | pg 4
And what can the
rest of us learn
from this?
Why the contradiction?
How are today’s
fastest-growing
brands convincing
consumers to accept
the risks that come
with innovation?
What are
consumers’
real feelings
about innovation?
5. The Earned Brand | Edelman 2015 | pg 5
What is innovation?
A re-imagination of categories,
products, services, operations,
models, design, etc. that
create more value, for the brand
and for consumers
6. The Earned Brand Methodology
Timing
April – May 2015
Quantitative Online Survey
10 countries: U.S., Mexico,
Brazil, France, Germany, U.K.,
China, Japan, India, Australia
10,000 respondents, nationally
representative of age, gender,
and region based on most
recent country status data
Behavioral Focus Groups
16 millennials in New York and
London
Mobile Diaries
25 millennials, with them on their
mobiles, for 2 weeks, in Brazil,
U.K., India, China and the U.S.
The Earned Brand | Edelman 2015 | pg 6
A global survey of
consumer attitudes
toward brand innovation
7. The Earned Brand | Edelman 2015 | pg 7
People believe in the
promise of innovation.
Insight 1
8. Q5P1: Please select the statement from each group that best represents how you feel. (Innovation is just an overused
term, it’s not leading to anything) vs. (Innovation is essential for us today and it’s helping us to progress). Q5P4: Please
select the statement from each group that best represents how you feel. (Innovation is making us more and more like
robots) vs. (Innovation is opening the human spirit) 10-country global total and in Australia.
Percent who agreed with each statement:
Innovation inspires people
“When you look at
anything innovative,
it will inspire you
and make you feel
more energetic.”
Zhu X, 22, China
92%
innovation opens
the human spirit
innovation is essential
and it’s helping us
to progress
77%
88%
69%
The Earned Brand | Edelman 2015 | pg 8
9. And they believe that business has
the biggest role to find the next big thing
Q15. Where do you think the next big thing will come from? In Australia.
Consumers in
Australia believe the
next big thing will
come from…
The Earned Brand | Edelman 2015 | pg 9
BUSINESS
34%
INDIVIDUALS/PEOPLE
LIKE ME
69%
38%
ACADEMICS/UNIVERSITIES
79% globally
10. 71%
45%
21% 23%
9% 11%
53%
27%
47%
51%
15%
37%
Technology Mobile Energy Healthcare Food and beverage Education
But they believe that innovation should come from
industry sectors beyond technology and mobile
Q65: Thinking more specifically about the innovation in the products and services you use throughout your life, what industries do you see
the most innovation in TODAY? Q66: … what industries do you want to see innovation in TOMORROW? In Australia
Percent of Australia’s consumers who say they see innovation coming from each
industry sector today, and who want to see it from each sector tomorrow:
INNOVATION GAP
26
28
The Earned Brand | Edelman 2015 | pg 10
26
6
INNOVATION TODAY INNOVATION TOMORROW
WANT LESS TOMORROW WANT MORE TOMORROW
11. They believe that brand
innovation should have big
goals with societal impact
Q14. What do you think the role of innovation is for brands today and in the future? (in the future) 10-country global total and in Australia.
to
improve
society
to push our
thinking as
a society
69% 66%63%
The Earned Brand | Edelman 2015 | pg 11
agree that brand innovation
needs to impact society
(one or more of the following)
in9 10
73%
67% 63%
to let us be one
step ahead of
other countries
12. And they question your motives
66%
70%
65%
69%
67%
61%
65% 65%
67%
62%
65%
Global Australia U.K. U.S. Japan France Germany Brazil China India Mexico
Q14. What do you think the role of innovation is for brands today and in the future? (today) 10-country global total and in Australia
Percent who say the role of
innovation for brands today
is “to make more money for
the company”:
The Earned Brand | Edelman 2015 | pg 12
consumers globally believe
brands are innovating to make
more money for the company
in2 3
13. The Earned Brand | Edelman 2015 | pg 13
Insight 2
Consumer acceptance
of brand innovation
cannot be bought.
It must be earned.
14. The stakes:
Because of their concerns, they’re not buying
Q27. Thinking about the below, please indicate which of the following you feel is happening in the world today. … IMPACT ON PURCHASING
DECISION 1 = Has no impact on what I buy … 4 = Makes me not want to buy something. In Australia
say they will not buy
because of their concerns
Percent of Australia’s consumers who feel that each is happening in the world
today, and percent who say their concerns makes them not want to buy something:
The Earned Brand | Edelman 2015 | pg 14
87%
Privacy
issues
Being
always on
Security Environment
15. 3 in 4 have privacy concerns
Privacy concerns are especially strong in
Germany, the U.K., the U.S. and Australia.
66%
74%
61%
58% 56%
76%
55%
66% 64%
71%
75%
Global Australia Brazil China France Germany India Japan Mexico U.K. U.S.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-county global totals
and in Australia
Percent who feel that each is happening in the world today –
Privacy issues:
The Earned Brand | Edelman 2015 | pg 15
Privacy
issues
74%
“I don’t care if they know I go to the
grocery store—but I don’t want them to
sell information to that grocery store.”
Nick, U.S.
Source: Mobile Diaries
16. 1 in 2 concerned about having to be always on
Germany and Brazil are most concerned; Japan and China are less so.
50%
54%
65%
36%
53%
63%
41%
29%
57%
46%
53%
Global Australia Brazil China France Germany India Japan Mexico U.K. U.S.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global totals and
In Australia
Percent who feel that each is happening in the world today –
having to be always on:
The Earned Brand | Edelman 2015 | pg 16
Being
always on
54%
17. 2 in 3 have security concerns
Security concerns are highest in Japan and the
U.S., and less of an issue in China.
54%
69%
51%
33%
49%
44% 44%
75%
41%
64%
71%
Global Australia Brazil China France Germany India Japan Mexico U.K. U.S.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global totals and
In Australia
Percent who feel that each is happening in the world today –
your security being compromised:
The Earned Brand | Edelman 2015 | pg 17
Security
69%
“Some back door issues may leak
personal information, including
personal banking details.”
Yao, China
Source: Mobile Diaries
18. And the majority have concerns
about the impact on the environment
Environmental concerns are global,
but strongest in Europe and Latin America.
58%
61% 62%
52%
62%
66%
54% 52%
62%
54%
51%
Global Australia Brazil China France Germany India Japan Mexico U.K. U.S.
Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global totals and
In Australia
Percent who feel that each is happening in the world today –
impact on the environment:
The Earned Brand | Edelman 2015 | pg 18
Impact on
environment
61%
“Technology and innovation bring
convenience, but it brings problems,
too. Cars change my life, but too
many cars result in air pollution,
traffic jams and parking problems.”
Yao, China
Source: Mobile Diaries
19. The Earned Brand | Edelman 2015 | pg 19
Insight 3
While the promise of
innovation inspires,
people first need
to be reassured.
20. Consumers are twice as likely to want to be
reassured than inspired by a brand
Q35: When a brand tells me about something, I
want it to… “Reassure me of quality,” “Inspire me”
10-country global total
The Earned Brand | Edelman 2015 | pg 20
people want to be
REASSURED
in2 3
people want to be
INSPIRED
in1 3
21. We may be innovating,
but we are failing them as marketers
Percent who feel that brands have changed a lot, and proportion who
feel that this is the right or the wrong direction:
The Earned Brand | Edelman 2015 | pg 21
say brands are not moving
in the right direction in how
they communicate
in2 3
Q20: Thinking about change in the past 5 years, how do you feel the [ … ] industry has evolved in relation to the following
factors: How brands in this sector…(communicate with me) / (listen to me) // (moving in wrong direction) 10-country global total
22. They feel like brands are shouting at them
What brands say doesn’t feel real
Q21: Please indicate how much you agree or disagree with the following statements. (I’m getting bored/frustrated by constantly being told I
need to upgrade/update the products I already have.) (Top 2 box). 10-country global total and in Australia. Q8P1: The way magazines, the
internet, advertising, can all enhance photos… (Makes me more inspired than ever before by what I see) vs. (Makes me wonder what is real,
and what I should believe) 10-country global total and in Australia.
The Earned Brand | Edelman 2015 | pg 22
57%
because of photo manipulations
in advertisements and online
they don’t know what to believe
are bored/frustrated
by constantly being told
they need to upgrade/update
60%
67%
71%
23. The Earned Brand | Edelman 2015 | pg 23
Insight 4
“I rely on my peers to
reassure me. Because
their experience is
my evidence.”
24. We’ve always known that peers provide recommendations,
but today peers also help convert purchasers
Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and
services you purchase, what impact do they have on you? 10- country global totals and in Australia
The impact of online/offline conversations about
brands with friends and other people like me:
Build inspiration
Push consideration
Moment
of
Truth
16%
17%
25%
27%
29%
37%
44%
45%
They give me a sense of community
They get me
They push me to try new things
They suggest products/services
They make me trust the brand more
They help me overcome concerns
They help me make decisions
They warn me about the risks
The Earned Brand | Edelman 2015 | pg 24
13%
14%
16%
32%
26%
42%
43%
48%
25. The channels consumers rely on to be reassured are
peer-to-peer, rather than brand-to-consumer
Mobile Diaries
When millennials want to learn about brand
innovation, their go-to channels are peer-to-
peer: Skype, Whatsapp, Facebook and SMS.
Behavioural Focus Groups
Biometric testing and purchase behaviour
showed that peer-to-peer channels (Twitter,
blog posts, word of mouth) had a greater
impact, by a 6 to 1 margin, on changing
opinions of and purchase intent for new
innovations than advertisements.
The Earned Brand | Edelman 2015 | pg 25
26. Brands win if they power the peer conversation
Percent who agree with each statement:
“Our unique asset is
our host community.”
Nathan Blecharczyk,
founder of AirBnB
“Our next innovation is
introducing a peer to peer
platform so that our private
car owners in Europe can
share their cars.”
Tina Muller, CMO, Opel
Q36. How much do you agree or disagree with the following statements? (Top 2 box)10-
country global totals and in Australia
The Earned Brand | Edelman 2015 | pg 26
67%
I trust a brand more if
it encourages me and
and other customers
to review its products
and services
I trust a brand more
if I find it easy to
review its products
and services
64%
64%
59%
27. The Earned Brand | Edelman 2015 | pg 27
Insight 5
Messaging alone
doesn’t work.
It’s about how your
brand behaves.
28. Two-thirds of consumers are undecided about
innovation. What do they need from brands?
Last mover First mover
8% 15%
Percent of respondents who fall into each
consumer innovation typology:
The Earned Brand | Edelman 2015 | pg 28
Methodology: Statistical analysis of consumer groupings based on their attitudes to brand innovation showed that 66% of
consumers are open to innovation—but have concerns that need to be addressed before they will buy. They also have specific
expectations for how brands must behave to address those concerns. Other consumers were either “first movers” (15%), “last
movers” (8%), or resistant to innovation (11%).
66%
Undecided Consumers
29. What undecided consumers need
from brands when it comes to innovation
Reassure me about
my personal concerns
Inspire me by doing
something new and different
Show me how I can
participate in
your brand
Reassure me about
my societal concerns
The Earned Brand | Edelman 2015 | pg 29
Statistical analysis of consumer groupings based on their
attitudes to brand innovation, and their risk concerns.
Source: mobile diaries, qualitative
groups and quantitative segmentation
30. The 4 brand behaviors
that address consumer needs around innovation:
Have a
Purpose
Inform
and Educate
Make
your Mark
Live your
Character
Reassure me about my
personal concerns
Inspire me by
doing something
new and different
Show me how I
can participate
in your brand
Reassure me about my
societal concerns
The Earned Brand | Edelman 2015 | pg 30
Brand
Behaviors
Source: mobile diaries, qualitative
groups and quantitative segmentation
31. Inform
and Educate
inform transparently so that
you can educate consumers
and help them make choices
The Earned Brand | Edelman 2015 | pg 31
Brand behaviors:
• Explain your motive for innovating.
• Address concerns about the social and environmental
impacts.
• Engage and educate consumers across different
channels and platforms.
Consumer need:
I am empowered by
information. Give me all
the details and let me go
as deep as I want.
To reassure me about my
personal concerns
Source: mobile diaries, qualitative
groups and quantitative segmentation
32. Have a
Purpose
operate with purpose
to show how you fit into
the bigger picture and
are an active participant
in society
The Earned Brand | Edelman 2015 | pg 32
Consumer need:
I believe in progress—
but not at the cost of
hurting my community or
compromising my values.
Brand behavior:
• Be authentic.
• Show that you value human interaction and have
respect for tradition and heritage.
• Add value beyond your product and service.
To reassure me about my
societal concerns
Source: mobile diaries, qualitative
groups and quantitative segmentation
33. Make
your Mark
make your mark by
doing something unique
or differentiating that is
worthy of attention
The Earned Brand | Edelman 2015 | pg 33
Consumer need:
I like to be inspired by new
ideas—as long as they
really are new and different.
Let’s solve a problem in a
cool, creative way!
Brand behaviors:
• Show how you stand out from the crowd.
• Offer engaging content that is timely, has resonance,
and is entertaining.
• Spark peer conversations and debate on many
channels with a clear and consistent brand voice.
To inspire me by doing
something new and different
Source: mobile diaries, qualitative
groups and quantitative segmentation
34. Live your
Character
live with character that is
true to your brand and has
a personality that consumers
can buy into
The Earned Brand | Edelman 2015 | pg 34
Consumer need:
Brands can help me
express my identity. I
want to look smart,
creative and connected.
Brand behaviors:
• Be transparent when it comes to consumer privacy
and sharing of data.
• Offer inspirational, exciting brand experiences in
which consumers can participate.
And show me how I can
participate in your brand
Source: mobile diaries, qualitative
groups and quantitative segmentation
35. Brands and innovation:
A new model of marketing in action
Have a
Purpose
Inform
and Educate
Make
your Mark
Live your
Character
The Earned Brand | Edelman 2015 | pg 35
Statistical analysis of consumer groupings based on their
attitudes to brand innovation, and their risk concerns.
Brand
Behaviors
Source: mobile diaries, qualitative
groups and quantitative segmentation
36. The Earned Brand | Edelman 2015 | pg 36
The Earned Brand
The Earned Brand’s story is not simply told, it is demonstrated and
experienced, and to do that, brands can’t operate with a style guide
alone.
The Earned Brand has a world view and a belief system; a purpose
and reason for being – one that defines not just the communications,
but how the brands behave online, off, and in all contexts.
An expressed set of values informs what products are made, what
language is used, how customers are treated, and ultimately the
legacy the brand leaves in the communities it serves.
Earned Brands empower conversations among peers.
37. The Earned Brand | Edelman 2015 | pg 37
Innovation and the Earned Brand
People believe
in the promise
of innovation.
Consumer
acceptance of
brand innovation
cannot be bought.
It must be earned.
While the promise
of innovation
inspires, people
first need to
be reassured.
“I rely on my
peers to
reassure me.
Because their
experience is
my evidence.”
Messaging alone
doesn’t work.
It’s about how
your brand
behaves.
1 2 3 4 5
40. Innovation and the Earned Brand
Mobile diaries – methodology and platform
Timing
April – May 2015
Mobile Diaries
25 millennials, with them on their mobiles, for 2
weeks, in Brazil, U.K., India, China and the U.S.
Living with millennial
consumers to explore
their attitudes toward
brand innovation
We asked them to
check in with us every
day for 2 weeks,
to answer questions
about brands and where
they get information,
and to complete
assignments such as
“take me shopping.”
The Earned Brand | Edelman 2015 40
41. • U.K. consumers are very risk-aware—from loss
of human interactions to environmental concerns
• U.K. consumers think of themselves as rational,
not easily ‘duped’ by advertising or marketing
• Factual information (i.e. cost comparison sites)
drive many purchasing decisions
• Shopping and online communication—Chinese
consumers are never far from peer opinion
• With a fast growing apps market, consumers are
looking for services as well as products online
• Risk-aware but optimistic– issues such as food
safety and environmental issues will improve
• Family comes before everything—shaping their
attitudes and ambitions
• There is far less cynicism in India—brands are
seen as aspirational and trusted
• The in-store experience is enjoyed and linked
with status and leisure time
• Online shopping is becoming more popular and
represents a less stressful experience
• U.S. consumers are concerned about negative
impacts of technology, particularly data security
• Everyday brands were more commonly cited
rather than out-of-reach aspirational brands
U.K.
• Personal interactions are highly valued and the
impact technology has on this is a worry
• Brazilian millennials are focused more on
personal benefits than wider societal ones
• There has been a noticeable shift from in-store
shopping to online in the last 5 years
Brazil India
Consumer Culture
around the world
The Earned Brand | Edelman 2015 41
ChinaU.S.
42. Food
The Earned Brand | Edelman 2015 | pg 42
Food brands that take an ethical stand
or have additional health benefits align
best with millennial beliefs and goals
around the world.
The food sector is strongly linked to
mobile, with respondents capturing
their on-the-go food habits, from food
truck visits to tasting and sharing
adventurous new dishes when eating
out or cooking.
U.S. U.K. Brazil
43. Brazil
Mobile
The Earned Brand | Edelman 2015 | pg 43
Brands in the mobile sector are seen
as cutting-edge, with the most popular
brands omnipresent.
Mobile phones have an integral role in
millennial lives, capturing their day-to-
day movements and letting them keep
up to date with their peers.
U.K. China
44. Brazil
Travel
The Earned Brand | Edelman 2015 | pg 44
The travel sector is seen as reliable
and efficient.
Brands are able to satisfy millennial
needs for adventure and fun, and their
desire to have plans and be inspired.
U.K. Brazil
45. Wearables
The Earned Brand | Edelman 2015 | pg 45
Brands in the wearable sector are seen
as sophisticated, confident and
inspiring.
These brands give millennials the
opportunity to keep their goals on track
and inspire them to live healthier lives,
whether that means going to the gym
or managing personal health issues
such as diabetes.
BrazilChina U.S.
46. Auto
The Earned Brand | Edelman 2015 | pg 46
The auto sector is largely seen as bold
and aspirational—design and
technology pervades the sector.
Car brands are intrinsically linked to the
person. Millennials believe these
brands are a reflection of how they
want to be perceived.
Brazil BrazilU.K.
47. Millennial consumers and innovation
The Earned Brand | Edelman 2015 47
People believe
in the promise of
innovation…
“Innovation is a way to change your lifestyle from head
to toe. When you look at anything innovative, it will
inspire you and make you feel more energetic” Zhu,
China
“Innovation means change, progression, activism,
whether that be through small things in life, moments
that only relate to you, or even the greater community”
Dempsey, USA
“[Innovation] has made me
more confident,
independent and smart”
Jatinder, India
“technology can be
revolutionary, however …
we need traditional virtues
to preserve basic values”
Chen X, China
“The principal impact has been to make
communication possible with people who live far
away. At the same time, it has introduced that vice of
always sending messages and forgetting what is
going on around you” Luciano, Brazil
“ [Technology] makes people more independent but
[they ignore] moral values and relationship values”
Amber, India
…but not at the
cost of human
values
48. Where millennial consumers go for information
The Earned Brand | Edelman 2015 48
Consumers rely
on their peers to
inform and
reassure them…
“I don’t want to be sold
something I don’t like, I want
to take control of the
conversation, it’s about the
questions I want answered”
Dulisha, UK
“I go to sites to read about people with the same
objectives as me who had positive or negative
experiences. But I still don’t trust what I read very
much because companies could be using the service
[e.g. forums] to praise themselves” Victor, Brazil
“Before I make a final decision of an online
purchase, I will look at reviews from previous buyers
and will also have a close look at photos and videos
shared by other buyers” Liu, China
“I usually go to a Chinese website named "Li Ba
Wang", people there are a similar age [to me], we
have similar ideas, it can provide me with some
information when I want to buy something” Chen
Y, China
“I share my views through social media with my
friends and family…that gives me a little
confidence” Abbishek, India
“Sharing the shopping
experience is a must-have
part of the purchasing
process for young
consumers” Zhu,China
…because “their
experience is my
evidence”
50. Innovation and the Earned Brand
Behavioral focus groups
Timing
April – May 2015
Behavioral Focus Groups
16 millennials in New York and London
.
Using biometric testing
to see how consumers
inform themselves
about new innovations
The Earned Brand | Edelman 2015 50
We created 3 new
“high-risk” innovations,
used eye-tracking and
pupil-dilation tests
measured their
engagement with
different channels,
to see which were most
effective in reassuring
consumers about their
concerns.
A payment device
implanted in your palm
A capsule that takes
internal readings to adjust
the dosage
A ride-sharing service that
uses driverless cars
51. We created three high-risk “innovations”
The Earned Brand | Edelman 2015 | pg 51
AutoMed Save Well Smart Ride
A capsule that adjusts the dosage
of your medication based on
internal body readings
A mobile payment device that is
implanted under the skin of your
palm
A ride-sharing service that
uses driver-less cars
Innovation Risk Factors: Privacy Privacy, Security Privacy, Security,
Community Impact
52. We gave participants different ways of learning about
these new brands. Which worked best?
The Earned Brand | Edelman 2015 | pg 52
Advertising Social Media Blog Posts
53. Blogs and Twitter were more
informative, by a 4 to 1 margin
The Earned Brand | Edelman 2015 | pg 53
Blog
Twitter
Ad
Which of the three types of information you were given
was most useful for you to answer the questions?
Source: Generation K Behavioral Focus Groups
(16 participants)
54. Participants spent more time
with Twitter than with ads
Ad
Time (in seconds) spent reading each content type:
Twitter
Source: Generation K Behavioral Focus Groups
(16 participants)
5
10
15
Ad:
95 words + 1 image
Twitter:
52 words + 3 image
The Earned Brand | Edelman 2015 | pg 54
55. Blogs and Twitter were more effective
in changing consumer attitudes
from “no way” to “ok, I would try that”
The Earned Brand | Edelman 2015 | pg 55
Blog
Ad
Changes of intention with respect to the product based
on reviewing information in each channel:
Blog
Twitter
Ad
Source: Generation K Behavioral Focus Groups
(16 participants)
56. The human touch matters:
Regardless of channel, those who did switch from “no” to
“maybe I’d try that” focused more on their peers
The Earned Brand | Edelman 2015 | pg 56
Did not switch Switched
Source: Generation K Behavioral Focus Groups (16 participants)
57. The Earned Brand | Edelman 2015 | pg 57
Did not switch Switched
Source: Generation K Behavioral Focus Groups (16 participants)
The human touch:
Regardless of channel, those who did switch from “no” to
“maybe I’d try that” focused more on their peers