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.

1. Innovation and the
Earned Brand
Germany

2. 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 2
A global survey of
consumer attitudes
toward brand innovation

3. 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 Germany.
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%
89%
85%
The Earned Brand | Edelman 2015 | pg 8

4. 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 Germany.
to
improve
society
to push our
thinking as
a society
69% 66%63%
The Earned Brand | Edelman 2015 | pg 4
agree that brand innovation
needs to impact society
(one or more of the following)
in9 10
75%
67% 66%
to let us be one
step ahead of
other countries

5. Business has the biggest role to find the next big thing
Q15. Where do you think the next big thing will come from? In Germany.
Consumers in Germany
believe the next big
thing will come from…
The Earned Brand | Edelman 2015 | pg 5
BUSINESS
18%
INDIVIDUALS/PEOPLE
LIKE ME
82%
26%
ACADEMICS/UNIVERSITIES

6. 65%
35%
28%
15%
11%
5%
42%
20%
46%
49%
16%
35%
Technology Mobile Energy Healthcare Food and beverage Education
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 Germany.
Percent of Germany’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
18
34
The Earned Brand | Edelman 2015 | pg 6
30
5
INNOVATION TODAY INNOVATION TOMORROW
WANT LESS TOMORROW WANT MORE TOMORROW

7. 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-country global total and
in Germany
Percent who feel that each is happening in the world today –
privacy issues:
The Earned Brand | Edelman 2015 | pg 7
Privacy
issues
76%
“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

8. 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 total and
in Germany.
Percent who feel that each is happening in the world today –
impact on the environment:
The Earned Brand | Edelman 2015 | pg 8
Impact on
environment
66%
“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

9. 2 in 3 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 total and
in Germany.
Percent who feel that each is happening in the world today –
having to be always on:
The Earned Brand | Edelman 2015 | pg 9
Being
always on
63%

10. Nearly half 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 total and
in Germany
Percent who feel that each is happening in the world today –
your security being compromised:
The Earned Brand | Edelman 2015 | pg 10
Security
44%
“Some back door issues may leak
personal information, including
personal banking details.”
Yao, China
Source: Mobile Diaries

11. 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 Germany.
say they will not buy
because of their concerns
Percent of Germany’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 11
87%
Privacy
issues
Being
always on
SecurityEnvironment

12. 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 total and in Germany.
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 12
20%
28%
36%
23%
21%
36%
53%
52%

13. Innovation and the
Earned Brand
Thank you. Kontakt für Rückfragen und
vertiefende Daten:
Uta Behnke
Managing Director und
Practice Lead Brand Marketing
Edelman GmbH
Medienpark Kampnagel
Barmbeker Straße 4
22303 Hamburg
Tel.: +49 (0)40 374798 32
uta.behnke@edelman.com