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© 2011 Iconoculture, Inc. All rights reserved. THIS DOCUMENT CONTAINS VALUABLE TRADE SECRETS AND/OR COPYRIGHTED INFORMATION OF ICONOCULTURE, INC. IT IS
CONSIDERED CONFIDENTIAL INFORMATION AND MAY BE USED SOLELY FOR THE RECIPIENT’S OWN PERSONAL REFERENCE. NO PART OF THIS DOCUMENT MAY BE
REPRODUCED, ALTERED OR DISTRIBUTED TO ANY THIRD PARTY WITHOUT ICONOCULTURE’S EXPRESS WRITTEN AUTHORIZATION. v1
2011 WorldviewTop Macrotrends to Watch
February 2011
Presented by the Global View Team
Our Global Reach
Agenda
• The Factors Affecting Global Consumers:
A STEEP Analysis
• The Shift
• Common ground: Taking Control
• Developed vs. Developing:
Parallel worlds, parallel lives
• Key Takeaways
The Forces Affecting
Global Consumers
A STEEP Analysis
The retirement bombDemographic imbalances begin to bite
as postwar generations in the U.S.,
Canada, France, Germany, Japan and
Korea begin to claim benefits
Society
Questioning educationAs governments in countries like France
and Italy implement reforms and cut
budgets, more wonder if the cost
translates into brighter career prospects
Left: Iconoculture image; right: Flickr.com/photos/thomaspetermueller image
The world in our handsMobile devices assert their status as the empowering center of the connected universe in both developed and developing societies
Technology
Cloud and crowdThe Net and the network become persistent angels on the shoulder of the global consumer — a digital “spare brain”
of infinite size and memory
Left: Flickr.com/photos/eenar_6 image; right: photo courtesy of Luciana Stein, Iconoculture Cultural Fluent, Brazil
Economy
A tale of two roads: Emerging vs. Developed
Environment
Water, water anywhereWorldwide droughts and contaminated water supplies focus attention on safety and scarcity — and on management and conservation as key challenges
GreenstreamingPowered by government stimulus programs and rising consumer demand, sustainable energy goes from trend to policy
Left: Flickr.com/photos/IRRI_Images image; right: Flickr.com/photos/J.R.Stuart image
Politics
Same stuff, different dayHope for real reform dwindles as
“politics as usual” persists in many
developed markets — same faces,
same arguments, same ideas
Lame ducks and hot zonesDivided governments and leaders facing serious challenges lead to paralysis — or populist uprising
Left: GlobalPoliticalAwakening.blogspot.com; right: Criticalapp.com
The Shift
Around the World in 10 Macrotrends
20111. Dollars and Sense
2. Friends and Family
3. Technomorphing
4. Culture Shock
5. Ready, Set, Go!
6. Mindful Matters
7. Gross Nat’l Happiness
8. Control Freak
9. Get Real
10. Cultural ID
20101. Friends and Family
2. SustainAbilities
3. Dollars and Sense
4. Technomorphing
5. En Vogue
6. Wellville
7. MultiMe
8. Ready, Set, Go!
9. Joie de Vivre
10. Oh, Baby!
The Shifting Global Landscape
Transformers
SustainAbilities Mindful MattersGoing from maintaining to smart consumption
Joie de Vivre Gross National HappinessGoing from petite treats to open, shared fun
Oh, Baby! Culture ShockGoing from subversive sexiness to the “new proper”
En Vogue Get RealGoing from surface to substance
MultiMe Cultural IDGoing from fluid identity to new tribalism
Wellville Control FreakGoing from prevention to security
The Hyper-Engaged Consumer
Clockwise, from top left: iTunes image; Groupon.com image; eFitnessNow.com image; TheSmartStylist.com
image; ConsumerReports.org image; GreenLAGirl.com image
Consumer as…
…researcher
…analyst
…advocate
…expert
…pundit
…evangelist
…portfolio manager
…judge and jury
Values Shift
reality
security
innovation
luxury
affluence
control
aspiration
thrift
conservation
practicality
health
individuality
convenience
wellness
sustainability
family/
community
trust empowerment
20
08
20
09
reality, confidence,
hope
balance
innovation,
connectivity
savvy
sustainability
simplicity
health/wellness
family/
community
integrity, identity
20
10
family
balance
reality
security
control
connectivity/
innovation
health/wellness
practicality
confidence
20
11
Developing**1. family
2. connectivity
3. balance
4. health
5. security
6. innovation
7. savvy
8. control
9. confidence
10. reality
Developed*1. reality
2. balance
3. family
4. control
5. security
6. connectivity
7. responsibility
8. sustainability
9. conscience
10. practicality
* Australia, Canada, France, Germany, Italy, Japan, Korea, Spain, UK, US
** Argentina, Brazil, China, India, Mexico, Russia, Turkey
Two values landscapes (at least)
* Australia, Canada, France, Germany, Italy, Japan, Korea, Spain, UK, US
** Argentina, Brazil, China, India, Mexico, Russia, Turkey
Developing**1. Dollars and Sense
2. Technomorphing
3. Friends and Family
4. Ready, Set, Go!
5. Culture Shock
6. Control Freak
7. Cultural ID
8. Beauty Mark
9. En Vogue
10. Wellville
Developed*1. Dollars and Sense
2. Friends and Family
3. Gross Nat’l Happiness
4. Technomorphing
5. Mindful Matters
6. Culture Shock
7. Get Real
8. SustainAbilities
9. Ready, Set, Go!
10. Control Freak
And two macrotrend landscapes (at least)
* Australia, Canada, France, Germany, Italy, Japan, Korea, Spain, UK, US
** Argentina, Brazil, China, India, Mexico, Russia, Turkey
Developed*Gross Nat’l Happiness
Mindful Matters
Get Real
SustainAbilities
Developing**Cultural ID
Beauty Mark
En Vogue
Wellville
“Global,” i.e., Developed and Developing
Dollars and Sense
Technomorphing
Ready, Set, Go!
Friends and Family
Culture Shock
Control Freak
Globally, similarities and differences
Common Ground: Taking Control
BabyBearTechnology.com image
VirtualTourist.com image
A Global Culture ShockA global atmosphere of social and cultural uneasiness is
emerging as indigenous institutions, rituals, customs and
beliefs are challenged.
Culture Shock
• France endured crippling
protests in late 2010 as millions
pushed back against the raising
of the minimum retirement age
from 60 to 62
• Brazilians live in a state of
constant alert, as rising levels of
violence devastate the country’s
sense of security
• Chinese consumers are finally
waking up to the issue of online
privacy
Clockwise, from top left: Flickr.com/photos/william-hamon image; Tianya image; Flickr.com/photos/Marcelo
Freixo 50123 image; IM.qq.com image
Pushing
back against
a world out
of control
The high suicide rate in Korea is
another big issue. According to
government data, the suicide rate per
100,000 hit 31 in 2009. This is a 19.3%
increase from the previous year, and
the highest level in the world. Cases
of suicide among seniors, females
and youths are increasing rapidly.
Hankyoreh, 9 September 2010
A World of Control FreaksConsumers on the prowl for total control of environments,
property, time, safety and wellbeing.
Emptees.com image
Control Freak
• Russia: Self-serve phone
store appeals to
independent shoppers
• Many Mumbaikars brought
home 2011... at home
• Demanding Argentinean
parents want value-added
sitters
Clockwise, from top left: Tele2.ru image; Iconoculture image; photo courtesy of Juliana Medrano, Iconoculture
Cultural Fluent, Argentina; photo courtesy of Maria Corsino, Iconoculture Cultural Fluent, Italy
Do it my way
… or I’ll do it
myself
As ‘mindfulness’ becomes more of a
priority for Canadians, they are using tools
to simplify and inform themselves and
‘control’ their lives and environments. The
major way this presents itself in Canada is
through technology. The aspiration for the
Canadian consumer to ‘control’ as much as
possible in their lives is relevant because
there are so many systems they feel are out
of their control.
Michelle Auer, Iconoculture Cultural Fluent, Canada, 1 Dec 2010
Developed vs. Emerging
Megauploadd.com image
The Developed World ReprioritizesEnforced privation and values shifts have encouraged
consumers to reevaluate, reprioritize, and reset their life goals
and modus vivendi
Gross National
Happiness Mindful Matters Get Real
Pre-recession Recession Post-recession
splurging
spontaneous
short-sighted
consumption
slowed
slashed
shrunken
consumption
sensible
streamlined
smart
consumption
Lush Life
En Vogue
Funster
Dollars and Sense
SustainAbilities
Mindful Matters
Gross Nat’l Happiness
Get Real
Reprioritization in the Developed World
• The People’s Supermarket offers
Londoners more than groceries. It’s open
seven days a week and offers members a
10% discount plus a say in how the store
is run and which products it stocks.
• Great rooms aren’t designed in a day.
Ethan Allen is getting the word out in a
new campaign that espouses a slow-mo
interior design process.
• Yoxi.tv aim to alter the course of fast food
in America via YouTube, elements of
crowdsourcing and an American Idol-style
competition. Participants make videos of
their vision for a better fast food nation.
Reprioritization in the Developed World
Clockwise, from top left: ThePeoplesSupermarket.org image; EthanAllen.com image;
FoodCycle.org.uk image; Yoxi.tv image
The Well-
Managed
Lifestyle
In a way [Mindful Matters] has taken over
from Dollars and Sense and is, to my mind, a
more refined version of this more basic
expression of the frugal, counting-pennies way
of thinking. Mindfulness is a much broader and
yet in a way more definite way to describe the
way consumers in Australia are not just looking
to cut back and save a dollar wherever they can,
but they are instead more mindful or conscious
than they once were about where, how and, most
importantly, why they are spending.
Francesca Haisley, Iconoculture Cultural Fluent, Australia, 3 Dec 2010
“KFC. Changing for
China. Creating the
New Fast Food.”
The Developing World Asserts its PrideThe active recognition, affirmation, and celebration of cultural
affiliations we are born into, as well as the ones we choose, is
thriving in the developing world.
VirtualChina.org image
From… To…
catching up
emulation
“Westernization”
identity
expression
innovation
isolation
Lush Life
En Vogue
Cultural Fusion
Cultural ID
My/Our Lush Life
My/Our En Vogue
Cultural ID in the Emerging World
Positivity about national identity
and rising role on the world stage:• Beijing Olympics, Shanghai Expo
• Brazil World Cup 2014
• Russia awarded World Cup for 2018
Negativity/concerns about the
influence of other countries• Muslim immigration into Russia
Changing definition of self• From fluid identity to new tribalism
Top:ChinaDaily.China.com image; RadioFreeBritain.blogspot.com image
Cultural ID: Why
Value Rank Global rank
security #3 (Russia) #19
freedom #6 (India) #34
change #38 (Brazil) #74
patriotism #26 (China) #84
SOURCE: Iconoculture Quant Survey W1, 2010
BASE SIZE: Min. 1,000 per country, online
FIGURES: Show rank-position of each value out of a total of 90 values, based on Top-2 box scores
Cultural ID: Different Drivers
• Masha and the Bear, a new animated
Russian TV series loosely based on a
traditional Russian fairytale, is a hit among
kids ages 3 to 9 and their parents.
• On July 26, at least 1,000 people staged a
peaceful but loud protest in Guangzhou over
perceived threats to their dialect. A national
debate about dominant vs. marginalized
cultures has ignited.
• To compete with global fast food chains, a
popular chain of eateries in Bangalore,
Empire Restaurants, has introduced the
take-away thali.
Clockwise, from top left: Animaccord.ru image; Sina.com.cn image; Za-lentu.ru image;
Flickr.com/photos/haynes image
Getting back
to me
Cultural ID in the Emerging World
Key
Takeaways
Key Takeaways
• The global recovery is taking different pathways in developed and
developing countries.
• This divergence is also readily apparent in the underlying values
and lifestyle behaviours of consumers in different parts of the world,
although there are also some unifying forces that seem to be at play
everywhere.
• Across both developed and developing economies, marketers
would do well to- Remember that frugality is still a key concern
- Facilitate relationship building with family and friends
- Push technology into more and more areas of our lives
- Offer convenient solutions as our lives stay busy
- Expect hyper-engaged consumers to micromanage their lives and push
back against a world out of control
Key Takeaways
• One size does not fit all in the fragmented global economy of
2011.
• Marketing to consumers in developed markets will need to
recognize a shift in emphasis. Products will rarely be “must-
haves”; marketers will have their work cut out even to make
them “should-considers.”
• Selling approaches in the developing world will need to evolve:- Powerful cues such as “cool,” “status” and “style” will continue
to motivate
- But look to shift the global-local balance toward the local
wherever possible
Valeria PiaggioVP, Consumer Strategist
Global View
Jeff YangVP, Consumer Strategist
Global View
Nick ChiarelliDirector, Consumer Strategist
Global View