Prsentation PowerPoint
PROSUMER REPORT
PRIDE AND PREJUDICE: SHIFTING MINDSETS IN AN AGE OF
UNCERTAINTY
2016 GLOBAL PROSUMER STUDY
Argentina Australia Belgium Bosnia and Herzegovina Brazil
Cambodia Canada China Colombia Croatia Czech Republic Estonia
France Germany India Ireland Italy Japan Laos Latvia Lithuania
Mexico Myanmar Netherlands Philippines Portugal Russia Saudi Arabia
Serbia Singapore Slovenia South Africa Spain Turkey United Arab
Emirates United Kingdom United States
37 marketsn=11,976
2
WHO ARE PROSUMERS?For more than a decade, Havas has been
tracking the roughly 1520% of consumers who are influencing trends
and shaping markets around the globe
Key characteristics:
Embrace innovationConstantly seek out information &
experiencesEnthusiastic adopters of new media & technologies
Human media who transport attitudes & ideasMarketing savvy and
demanding of brand partnersHighly influential and sought-after for
opinions & recommendations
In this study, 20% of the sample qualify as Prosumers
OBJECTIVE: UNDERSTAND PEOPLES CHANGING VALUES Including:
Turning inward toward values and symbols of the pastA new era of
patriotismRedefining democracy in a time of uncertainty, insecurity
and fearThe pursuit of happiness
MY COUNTRY TIS OF ME
IN A WORLD FILLED WITH CRISIS, PEOPLE ARE TURNING TOWARD VALUES
OF THE PASTI am proud of my country
75%
69%
64%
68%
74%
ALL OVER THE WORLD WE SEE SIGNS OF NATIONAL PRIDE
I am proud of my country
GERMANY FINALLY IS SHEDDING ITS HISTORICAL BAGGAGE
64% / 49%PROSUMERS / MAINSTREAMI am proud of my country
69%MILLENNIALS GLOBALLYI am proud of my country
65%58%78%63%93%49%
85%94%87%98%66%65%51%
65%
EVEN MILLENNIALS ARE WILLING TO WAVE THE FLAG
ONLY A FEW COUNTRIES DO NOT SHARE IN THE FEELING
PROSUMERS / MAINSTREAM56 / 5445 / 50
MILLENNIALS41%
44%36%
I feel ashamed of my countryBECAUSE THINGS HAVENT BEEN TOO
BRIGHT FOR THEM LATELY
10
WE SEE A NEW BREED OF PATRIOTISMONE THAT IS NOT POLITICAL, BUT A
CIVIL ACT
Being neo-patriotic means to love your country, your heritage,
your city, your food culture
FLORETTE PQUERETTE, CREATOR OF BISOU FRANAIS T-SHIRTS
APOLITICAL PATRIOTISM
ITS ABOUT HOLDING ON TO WHAT MAKES OUR NATIONS UNIQUE
Globalization, with the help of the Internet, is diminishing my
countrys unique culture38/4242/5339/43
48/4448/4448/52
25/34I worry that in the future the world will become one
homogeneous culture34/4041/4356/44
40/3352/3835/34
28/29
EVEN GLOBALLY MINDED MILLENNIALS ARE CONCERNED
4 IN 10 MILLENNIALS
WORRY ABOUT THE WORLDS INCREASINGLY HOMOGENEOUS CULTURE
WHAT WELL COVER
NATIONAL IDENTITY IS THE NEW COOL
COLLABORATIVE DEMOCRACY: FINDING THE RIGHT BALANCE
CCTV AND XENOPHOBIA: THE LIMITS OF DEMOCRACY IN TIMES OF
TERROR
IN PURSUIT OF HAPPINESS
BALANCING A DUAL IDENTITY:
GLOBAL OR LOCAL?
I AM ACITIZEN OF THE WORLDVSI AM ACITIZEN OF MY COUNTRY80% /
63%PROSUMER / MAINSTREAMI believe its my responsibility to make the
world a better place *89% / 83%PROSUMER / MAINSTREAMI respect my
countrys flagPEOPLE ARE TRYING TO FIND A BALANCE
* Havas Prosumer Report 2015, Project: Superbrand
FIRST AND FOREMOST I AM MY OWN COUNTRYS CITIZEN
I respect my countrys flagIt is important that children know the
history of their country and its symbols (flag, national anthem,
etc.)90/8397/8484/85
80/7486/8595/88
79/6995/8697/9496/92
87/8298/8893/83
93/85
A VIEW SHARED EVEN BY OUR YOUNGEST RESPONDENTS
86%MILLENNIALSI respect my countrys flag86%MILLENNIALSIt is
important that children know the history of their country and its
symbols (flag, national anthem, etc.)73%96%81%
71%79%85%
69%79%92%91%
74%86%79%
83%
IMAGE:
http://www.mtv.com/news/1861466/millienials-less-patriotic/
19
PROUD PAST, UNCERTAIN FUTURE
HISTORY AND CULTURE DRIVE PRIDE ON A GLOBAL LEVEL
What makes you proud of your country?
WHILE THE PRESENT IS SEEN AS LESS WORTHY OF CELEBRATION
What makes you proud of your country?
ON A NATIONAL LEVEL, THERE ARE SOME EXCEPTIONS
A few countries chose something other than culture or history as
their strongest point of pride
ECONOMIC MOMENTUM MATTERS
60%*
What makes you proud of your country?ITS ECONOMIC SUCCESS
*Prosumers0%3%
4%75%76%
84%
SEEKING FELLOW PATRIOTS
People in my country are less patriotic than in generations
past69/6561/6578/76
69/6982/6845/55
60/56PARADOX: I AM A PATRIOT, BUT MY NEIGHBOR IS NOT
I am concerned about my fellow citizens lack of knowledge of our
countrys history79/7383/7390/81
66/6384/6668/61
75/61 SO I AM GETTING WORRIED
SUPPOSE THEY GAVE A WAR AND NOBODY CAME?
Which of these would you be willing to die for?
PEOPLE VIEW SCHOOL AS KEY TO BUILDING A PATRIOTIC FUTURE
How important is it for primary and secondary schools to teach
each of these things?
IMPLICATIONS FOR BRANDS
30
GLOBAL BRANDS: PLAY IT MORE LOCAL
WHILE SOOTHING GLOBAL TENSIONS
During Euro 2016 soccer championship in France, McDonalds showed
support for every teamand for global harmonyby running an ad
campaign featuring the flags of competing teams melded together
LOCAL BRANDS: ITS TIME TO EMBRACE YOUR ORIGINS
Jack Daniels puts the townspeople of Lynchburg at forefront of
its newest campaign, continuing to invoke its heritage while also
marking a return to its roots
AND MAKE YOUR VALUES RESONATE WITH THE REST OF THE WORLD
In its new strategic platform, Air France embraces its origins,
focusing on what is great about its country of origin (e.g.,
fashion, gastronomy, arts, lifestyle)
WHILE DEMOCRACY CONTINUES TO BE THE PREFERRED FORM OF
GOVERNANCE
77% / 68%PROSUMER / MAINSTREAMDemocracy is the best form of
government
77 / 7173 / 6780 / 6577 / 7394 / 82
87 / 7894 / 84100 / 9081 / 70
83 / 75
36
THERE IS A RISING CONCERN OVER THE LOSS OF AUTHORITY
66% / 61%PROSUMER / MAINSTREAMI am concerned about the loss of
authority in my country
71 / 6158 / 5430 / 3275 / 6666 / 6688 / 84
89 / 9082/8474 / 6888 / 87
78% / 72%PROSUMERS / MAINSTREAMIt is difficult for a clean
politician (one who does not cheator lie) to get elected today
79 / 7472 / 5257 / 5968 / 6585 / 8279 / 87
78 / 7574 / 7892 / 8196 / 90AND A LACK OF TRUST IN OUR ELECTED
LEADERS
WHAT DO PEOPLE WANT? COLLABORATION AND INCLUSIVITY
36% / 37%PROSUMER / MAINSTREAMA national leader with a clear
visionand the will to execute it64% / 63%PROSUMER / MAINSTREAMA
national leader who is collaborative and inclusiveand who makes
decisions based on the will of the people
VS
Which would you prefer?
IN MOST OF THE WORLD, COLLABORATION WINS
Which would you prefer?
IN MOST OF THE WORLD, COLLABORATION WINS
Which would you prefer?
WHATS NEXT? DIGITAL CITIZEN PLATFORMS DEMOCRACY 2.0
A free, open-source platform developed by activists,
entrepreneurs, students, and hackers in Argentina in 2012. Citizens
can access a wide range of info before debating and voting on bills
introduced in Argentine Congress. Now expanded to a number of
countries.
A citizen-based platform focused on rallying social action to
address global problems
IMPLICATIONS FOR BRANDS
43
OUR STUDIES SHOW THAT PEOPLE WANT BRANDS TO HELP ON BIG SOCIAL
ISSUES
The most successful companies in the future will be those that
drive social change
65 / 4876 / 4693 / 6967 / 4788 / 7884 / 7178% / 60%PROSUMERS /
MAINSTREAMI would like my favorite brands/companies to play a
bigger role in solving social problems
73 / 4374 / 4689 / 6861 / 4190 / 7491 / 7478% / 59%PROSUMERS /
MAINSTREAM* Havas Prosumer Report 2015, Project: Superbrand
BRANDS CAN HELP TO PROMOTE GOOD CITIZENSHIP AS WELL
Brazilian homeware manufacturer Tramontina introduced its new
Trotter CD100 lawn mower by offering test drives in poorly
maintained parks across So Paulo. In 3 weeks, hundreds of people
cleared some 3 tons of grass clippings from 10 city parks.
I am willing to give up some rights/personal libertiesin order
to feel safer
41 / 4654 / 4666 / 6353 / 4765 / 6665 / 48PEOPLE ARE READY TO
SACRIFICE PERSONAL LIBERTIES FOR MORE SECURITY
54% / 48%PROSUMERS / MAINSTREAMI would support mounting cameras
in publicspaces to monitor peoples actions to increase national
security
WELCOME, BIG BROTHER
38 / 3737 / 3447 / 4546 / 4579 / 6965 / 55
66 / 6190 / 8569 / 6352 / 56
MANY ARE ALSO WILLING TO SACRIFICE THE RIGHTS OF OTHERS
33% / 30%PROSUMERS / MAINSTREAMPut suspected terrorists in jail,
even if they have not carried out an attack
39% / 33%PROSUMERS / MAINSTREAMMicrochip all citizens
convictedof a crime so they can be monitored/trackedfrom then
on
Which of these measures would you support to increase your
national security ?
25 / 2137 / 3441 / 3832 / 3439 / 3247 / 41
26 / 2978 / 7251 / 4644 / 38
15 / 2338 / 3421 / 2342 / 3948 / 4528 / 19
26 / 3054 / 4723 / 2115 / 17
44% / 42%PROSUMERS / MAINSTREAMI would support banning
immigrants coming from countries known to harbor terrorists FEAR
HAS PEOPLE BEWILDERED
43 / 3437 / 3437 / 4046 / 4756 / 47
VS85% / 81%PROSUMERS / MAINSTREAMI consider equality of all
people under law to be an essential human right
84 / 7579 / 7081 / 7674 / 7490 / 83
58% / 51%PROSUMERS / MAINSTREAMIn a state of emergency (natural
disaster, terrorist attack, etc.), I trust my government to take
care of me
54 / 4848 / 5390 / 7459 / 4585 / 7924 / 20CAN MY GOVERNMENT
PROTECT ME IN TIMES OF TROUBLE?
IMPLICATIONS FOR BRANDS
52
BRANDS SHOULD HELP TEMPER THE FEAR THATS COLORING MANY OF OUR
VIEWS TODAY
TAKE EVERY POSSIBLE MEASURE TO PROTECT CUSTOMERS PERSONAL &
FINANCIAL INFO
BE UPFRONT ABOUT SECURITY ISSUES AND UNSAFE ITEMS
It is very important that a company be transparent
73 / 6889 / 7995 / 7087 / 7187 / 78100 / 8888% / 78%PROSUMERS /
MAINSTREAM
* Havas Prosumer Report 2015, Project: Superbrand
DETERMINE POLICIES ON PROTECTING PRIVACY VS. NATIONAL SECURITY
BEFORE THEYRE NEEDED
IN 2012, THE UN PASSED A RESOLUTION PLACING HAPPINESS ON ITS
GLOBAL DEVELOPMENT AGENDA
* Image: UN http://worldhappiness.report
WHAT CONSTITUTES HAPPINESS, AND WHAT DO WE EXPECT FROM OUR
GOVERNMENTS TO ACHIEVE IT?
HEALTHCARE, EDUCATION,DEFENSE, ECONOMIC STABILITY:
THE FOUR PILLARS OF STATE
STATE PRIORITIES ARE CLEAR
How should governments prioritize spending? Please rank each of
these in order of priority (1= most important, 5= least
important)LOCAL & NATIONAL DEFENSE
EDUCATION
SCIENCE & TECHNOLOGY
ARTS & CULTURE
HEALTHCARE
AFFORDABLE HEALTHCARE IS A GLOBAL ISSUESTRONGER IN DEVELOPED
MARKETS
42% GLOBALLY ranked healthcare as #1 priority for government
spending8 IN 10GLOBALLYbelieve affordable healthcare is an
essential human right
EDUCATION COMES NEXTSTRONGER IN DEVELOPING NATIONS
30% GLOBALLYranked education as #1 priority for government
spending52%58%63%60%
NEARLY 1 IN 5 NATIONS FAVORED ENHANCING DEFENSE
17% GLOBALLY ranked local & national defense as #1 priority
for government spending31%37%32%30%
38%25%
62% / 56%PROSUMERS / MAINSTREAMGovernments that spend more on
schools and culture are able to spend less on policing and
prisons
64 / 5554 / 4471 / 6542 / 3559 / 6384 / 81MANY ISSUES ARE
INTERTWINED, MEANING FUNDING ONE AREA CAN HELP ANOTHER
Image: 123RF vector education
ECONOMIC STABILITY ALSO IS A KEY STATE RESPONSIBILITY
The best way to achieve social progress would be to (please
choose one)
Eradicate poverty in the worldEradicate disease & pain in
the worldIncrease feelings of communityIncrease feelings of
individual happiness38%41%45%
20%22%22%
22%19%22%20%18%12%
A BIG EXCEPTION: CHINESE RESPONDENTS BELIEVE INCREASING
INDIVIDUAL HAPPINESS IS BEST WAY TO ACHIEVE SOCIAL PROGRESS
The best way to achieve social progress would be to (please
choose one)
A DECENT LIVING STANDARD IS A HUMAN RIGHT
Which of these do you consider essential human rights?
82%80%78%79%80%71%66%67%67%66%71%64%68%64%65%70%65%68%66%67%Access
to affordable healthcareEmploymentAccess to wholesome foodAccess to
affordable housing
AN OPENING FOR BRANDS
AFTER BASIC NEEDS ARE COVERED BY THE GOVERNMENT, BRANDS HAVE
PLENTY OF SPACE TO JUMP IN AND PROVIDE FOR OTHER IMPORTANT
NEEDS
BRANDS CAN PROVIDE EXTRAS THAT MAKE LIFE BETTER SUCH ASSCIENCE
& TECHNOLOGY
84% / 74%PROSUMERS / MAINSTREAMScience will make tomorrows world
better
77 / 7178 / 6898 / 8478 / 6092 / 9091 / 81
ONLY 10%GLOBALLYranked science & technology #1 spending
priority for government
OR BY SUPPORTING THE ARTS AND PUBLIC ACCESS TO IT
Havas Toronto Graffiti Alley Project for Heritage Toronto84% /
74%PROSUMERS / MAINSTREAMArt and literature are essential to
understanding the world we live in
77 / 7178 / 6898 / 8478 / 6092 / 9091 / 81
THEN, ITS UP TO EACH OF US TO COMPLETE OUR OWN HAPPINESS
HAPPY IS AS HAPPY DOES:
Meaningful ConnectionsSelf-OptimizationPersonal Financial
Security & Material Comfort
1. MEANINGFUL CONNECTIONS
HAPPINESS IS FOUND IN PERSONAL RELATIONSHIPS
65% / 54%PROSUMERS / MAINSTREAMSpending time with friends85% /
79%PROSUMERS / MAINSTREAMBeing with my familyWhich of these
contribute to your sense of happiness?40% / 27%MILLENNIALS /
BOOMERSHaving a satisfying sexual life
80 / 6589 / 7582 / 6681 / 7684 / 7988 / 81
77 / 5567 / 5767 / 4455 / 5263 / 5764 / 54
AND IN COMMUNITY AND CARING
37% / 30%PROSUMERS / MAINSTREAMFeeling that I belong to a
community45% / 31%PROSUMERS / MAINSTREAMFeeling part of a truly
important causeWhich of these contribute to your sense of
happiness?
52 / 2624 / 1539 / 2426 / 1565 / 5062 / 46
43 / 2938 / 2824 / 1624 / 1447 / 3540 / 28
2. SELF-OPTIMIZATION
HAPPINESS DEPENDS UPON OURSELVES. HAPPINESS IS A STATE OF
ACTIVITY.ARISTOTLE
HAPPINESS COMES FROM FEELING GOOD PHYSICALLY
Which of these contribute to your sense of happiness?61% /
57%PROSUMERS / MAINSTREAMBeing physically fit47% / 37%PROSUMERS /
MAINSTREAMFeeling good about how I look
56 / 4656 / 4820 / 1872 / 7276 / 7348 / 46
61 / 3443 / 2920 / 1839 / 2751 / 4458 / 52
AND ALSO BY BEING MENTALLY & INTELLECTUALLY ENGAGED
33% / 23%PROSUMERS / MAINSTREAMCreating art/music, writingWhich
of these contribute to your sense of happiness?59% / 41%PROSUMERS /
MAINSTREAMExperiencing new things58% / 45%PROSUMERS /
MAINSTREAMBeing intellectually engaged/always learning
61 / 4857 / 4339 / 2554 / 3363 / 5160 / 50
75 / 4266 / 3756 / 3046 / 2865 / 6067 / 49
43 / 2236 / 2114 / 1227 / 1743 / 3736 / 26
A COMEBACK OF INTELLECTUALISM IN THE KARDASHIAN ERA?
A person who is not cultured will never be successful
APPRECIATING ART AND LITERATURE IS ESSENTIAL TO A GOOD LIFE
I admire people who read a lotI admire people who know
everything about the arts and culture
SELF-OPTIMIZATION ALSO INCLUDES ETHICS & MORALITY
50% / 42%PROSUMERS / MAINSTREAMUpholding strong moral
valuesWhich of these contribute to your sense of happiness?
56 / 4536 / 3447 / 3841 / 2943 / 4561 / 53
71 / 6171 / 7177 / 5987 / 9076 / 6358 / 66
3. FINANCIAL SECURITY & MATERIAL COMFORT
AUSTERITY HAS US EXHAUSTED
VS
I would be happier if I had more moneyI would be happier if I
owned fewer things
MILLENNIALS ESPECIALLY THINK MORE MONEY WOULD MAKE LIFE
BETTER
77%MILLENNIALS GLOBALLYI would be happier if I had more
money75%84%84%
80%66%84%
WE NEED THE MEANS TO LIVE THE LIVES WE WANT
61% / 55%PROSUMERS / MAINSTREAMHaving enough money to live as Id
like56/5259/5571/66
51/4869/5645/4348% / 41%PROSUMERS / MAINSTREAMSurrounding myself
with items I love33/2943/4532/17
40/2459/4842/33Which of these contribute to your sense of
happiness?
IMPLICATIONS FOR BRANDS
88
BRANDS SHOULD FIND WAYS TO HELP US SAVE MONEY
A financial management service that helps people spend smarter
and save more (currently available in US and Canada)Allows people
to browse products, find inspiration, and discover great deals from
stores such as Target and Best Buy. Points earned through purchases
or referrals can be traded in for gift cards at partner
retailers.
BRANDS SHOULD FIND WAYS TO MAKE US FEEL SAFER AND MORE
SECURE
Google-owned tech incubator Jigsaw is developing a program that
combines Googles search advertising algorithms & YouTubes video
platform to target aspiring ISIS recruits and dissuade them from
joining the terrorist groupA personal safety app that alerts your
friends when you have arrived at your destination and sounds an
alarm when help is needed, among other features
Image: Jigsaw
BRANDS SHOULD ALSO FIND WAYS TO SHOW US PATHS TO HAPPINESS
An app that helps users meditate 10 minutes a day to reduce
stress, while also encouraging them to exercise more, sleep better,
and ultimately feel happier An app that acts as a personal
mindfulness coach to lift users moods, help them meditate, and
encourage them savour the small happy moments of their days
THANK YOU
THANK YOU
