View
1.538
Download
0
Category
Preview:
Citation preview
000
A NEW FORM OF OPINION LEADERSHIP IS EMERGING
CREATIVE IMPETUS
DRIVE TO EXPERIMENT
CONTINUOUS LEARNING AGILITY & ADAPTABILITY
INTENT ON SOCIAL CHANGE INTERNATIONAL OUTLOOK
000
#Creative #Leadership
#Young
#Economy #Philanthropy
#India #Economy
#Movemountains
#Economy #Youth
#Entrepreneurship
Yout #Debates #Economy
#Youth
#Young #Worktogether
#Movemountains
#Influencers #Young
#Entrepreneurs
#Management #Education #Business #Creativity
#Leadership #Innovation
#Management #Education #Business
#School #Changemana
gement
#Design #Technology
#Art
#Entrepreneurs #Economy #Creative
? #Youth
#Initiative #Business
IT’S SPREADING ACROSS THE GLOBE
000
THE STUDY’GOAL To map a target group of Creative Leaders in France.
Determine their lifestyle, motivation and brand relationships.
QUANTITATIVE APPROACH An exclusive analysis of the market-research database
2,000 people
15 to 75 y e a r - o l d s
surveyed
A dynamic overview of the next
40YEARS
000
QUALITATIVE APPROACH
Eight in-depth interviews were conducted in December 2015 with Creative Leaders from a range of backgrounds:
Nurse School teacher App designer Manager from a leading telecommunications company
Director of a national theatre Head of a service company in the luxury industry Production manager Banking executive
000
CREATIVE LEADERS REPRESENT 20% OF THE FRENCH POPULATION
Creative Leaders transcend genres, income groups and levels of education.
They are a little younger and more well-off than the majority
of the French population.
CONTENTS
FROM WORDS TO ACTIONS THE CREATIVE AGE CREATIVITY: THE STUFF NEW
LEADERS ARE MADE OF?
THE CREATIVE AGE
EMBRACING THE UNKNOWN
THE CREATIVE AGE
000
market research, France, 2015 THE CREATIVE AGE
“I can make quick decisions about important changes in my life (e.g. home, work, relationships) when it becomes obvious that such changes are necessary.”
CHANGE AS A WAY OF LIFE
EMBRACING THE UNKNOWN
000
market research, France, 2015
THE CRISIS: AN OPPORTUNITY FOR CHANGE
The threat of regression A chance to improve
THE CREATIVE AGE
EMBRACING THE UNKNOWN
2011 2015 2011 2015
-10pts +10pts
62% 38% 52% 48%
000
market research, France, 2015
RISK-TAKING AS A KEY DRIVER
EMBRACING THE UNKNOWN
“The desire to make a life change and
break with the past”
“I like to rock the boat and shake
up social conventions”
THE CREATIVE AGE
000
market research, France, 2015
“I want a brand to surprise me”
THE CREATIVE AGE
EMBRACING THE UNKNOWN
NOVELTY AS A LOYALTY DRIVER
000
market research, France, 2015
LEARNING FROM MISTAKES
000
“When you do things, you make mistakes, and when you make mistakes, you learn. When you do a lot, you make a lot of mistakes and ask yourself a lot of questions! But that is also how you get some pleasant surprises.” Jonathan, 35 years old
THE CREATIVE AGE
EMBRACING THE UNKNOWN
000 PEOPLE IN SEARCH
OF MEANING
THE CREATIVE AGE
000
market research, France, 2015
PEOPLE IN SEARCH OF MEANING
“The world is changing but is also becoming increasingly devoid of meaning”
THE CREATIVE AGE
000
market research, France, 2015
“I’m looking for anything that can help me protect
the environment (products, practices,
etc.)”
“Online collaborative
platforms serve the public interest”
PEOPLE IN SEARCH OF MEANING
THE CREATIVE AGE
FINDING PURPOSE IN INDIVIDUAL PURSUITS
000
market research, France, 2015
A WILLINGNESS TO GET INVOLVED
“I want to get more involved to make my neighbourhood and community a better
place”
PEOPLE IN SEARCH OF MEANING
THE CREATIVE AGE
OPEN-MINDEDNESS
THE CREATIVE AGE
000
market research, France, 2015
“French people can learn a lot from other countries, cultures and
lifestyles”
OPEN-MINDEDNESS
“A single-parent family is a family like any other”
THE CREATIVE AGE
FROM WORDS TO ACTIONS
000
market research, France, 2015
“I FEEL SPECIAL” “I AM ALWAYS LOOKING FOR SOMETHING NEW” “I AM LOOKING FOR NEW EXPERIENCES” “I AM AN AGENT FOR CHANGE”
Buying personalised products, distinctive brands and status symbols Adopting new consumer practices and tech products, and constantly reassessing brands Co-creation, impulse buys Influence in terms of consumer choice
“I FEEL SPECIAL”
000
market research, France, 2015
THE SEARCH FOR DISTINCTIVE BRANDS
“I have often chosen not to buy certain products or brands because they were too common”
29% 48%
CREATIVE LEADERS FRANCE
FROM WORDS TO ACTIONS
000
market research, France, 2015
PERSONALISATION: A NEW STATUS SYMBOL
“When I buy something, I like to personalise it”
26% 47%
CREATIVE LEADERS FRANCE
FROM WORDS TO ACTIONS
“I AM ALWAYS LOOKING FOR SOMETHING NEW”
000
market research, France, 2015
THE PLEASURE OF PIONEERING
“I often pre-order a new product to make sure I get it as soon as it hits the market”
5% 14%
CREATIVE LEADERS FRANCE
FROM WORDS TO ACTIONS
“I AM LOOKING FOR NEW EXPERIENCES”
000
market research, France, 2015
RETHINKING THE RELATIONSHIP WITH SERVICES AND BRANDS
“I could definitely see myself opening a bank account with a company like Google and Amazon
if they decided to offer such services”
14% 31%
CREATIVE LEADERS FRANCE
FROM WORDS TO ACTIONS
000
market research, France, 2015
SEEKING CO-CREATION WITH BRANDS
“I would like my favourite brands to let me play an active part in their new-product plans”
25% 46%
CREATIVE LEADERS FRANCE
FROM WORDS TO ACTIONS
“I AM AN AGENT FOR CHANGE”
Ad campaign for « Brooklyn Industries »
market research, France, 2015
000
NATURAL OPINION LEADERS
“A soon as I have a good experience with a product or service, I
recommend it to those around me”
64%
76% CREATIVE LEADERS
FRANCE
“People often ask me for advice on issues like fashion, brands and new products”
market research, France, 2015
46% CREATIVE LEADERS
23% FRANCE
FROM WORDS TO ACTIONS
CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
000 A TREND THAT IS SET TO SNOWBALL
000
market research, France, 2015
Key skills to succeed in the future, according to French people:
Speaking several languages
Being able to successfully adapt
FRENCH PEOPLE ALREADY ACKNOWLEDGE CREATIVITY AS A SKILL
Knowing how to work as part of team
Being creative and having ideas
Being able to decide and act quickly
69%
52%
45%
45%
40%
CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
000
market research, France, 2015
6-12 months* The lifecycle of high-tech products
22* The number of jobs that today’s American students will have during their lifetime
2 billion** The number of active social-media users worldwide
Sources: *“Creative leadership: its meaning and value for science, technology and innovation”, International Center for Studies in Creativity, Buffalo State
University of New York **We are social Singapore, 2015
CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
000
market research, France, 2015
“I am very confident in my ability to be creative and
use my imagination”
FRENCH PEOPLE ARE INCREASINGLY CONFIDENT IN THEIR CREATIVE CAPABILITIES
CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
THANK YOU!
For more information:
Visit our dedicated english website
And follow us: Facebook.com/mpublicite
Twitter.com/mpublicite #creativeleaders
Recommended