being brave & the shift to meaning local -- the m… · social circles constantly seeks out...

For internal sharing only. Not for public distribution

BEING BRAVE &THE SHIFT TO MEANINGA Presentation to the PANA29 August 2019

Philip TiongsonT: @Ptiongson || @HavasOrtegawww.havasortega.com

UNIQUE

DIFFERENT PERSPECTIVE

DOES BEING BRAVE PAY?

cited in The Case for Creativity

The Case for Creativity

BRAVE HOW THEN DO YOU BE

LISTEN

For internal sharing only. Not for public distribution12 HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution

FOR INTERNAL USE ONLYFor internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS13

FIELDED IN 2018 IN 32 MARKETS, N = 12,168

Argentina ● Australia ● Belgium ● Brazil ● Cambodia ● Canada ● China ● Czech Republic ● Denmark ● Ecuador ● France ● Germany ● India Indonesia ● Ireland ● Italy ● Japan ● Malaysia ● Mexico ● Myanmar ● Netherlands ● Philippines ● Poland ● Portugal ● Russia ● Saudi Arabia ● Singapore

South Africa ● Spain ● United Arab Emirates ● United Kingdom ● United States

THE PROSUMER REPORT

For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS14

For more than a decade now, Havas has been speaking with the 15-20% of consumers who are influencing

trends and shaping markets around the globe

HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution

HEALTHA PH PROSUMER REPORT

Who is the PINOY PROSUMER?

Marketing savvy and

demanding of brands

Highly influential in their larger-than-average, but intimate, social circles

Constantly seeks out information and experiences

Explores and embraces innovation

Enthusiastic adopters,

testers, and disseminators of

new content, new media, new tech, new ideas,

new beliefs

Instigators

Mainstream

Laggards

15-20%Prosumers

They MAKE and UNMAKE a market category

97% of Filipino Prosumers consider themselves as the first

person they know to try the newest things

88% are consulted by their peers for counsel and recommendations on a range of topics,

including brands

80% are actively engaged in pop culture news, music, film, videos, literature, blogs

67% see their social media posts being shared or re-

posted by others

The POWER of the Filipino Prosumer

93% of Filipino Prosumers believe that it is their responsibility to make a difference in the world

[Global Average: 85%]

I believe it is my responsibility

to make a difference

86% believe that whatever they do to try to help does make a difference

Nothing I do to try to help the planet

is going to make a difference

8% agree; 86% disagree

[Global Average: 22% Agree; 63% disagree]

49% believe they have more power

as a consumer than as a voter

I have more influence on society as

a consumer than I do as a voter

60% will buy or refuse to buy a product based on -social activities

I often buy or refuse to buy a product

political/social activities

For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS

But Filipino Prosumers are in a QUANDARY right now

They are feeling GUILT OVER CONSUMPTION

38% feel guilty about the things they buy

93% believes consumption is a patriotic act

it helps the economy

47% is worried that our consumer-based economy is putting society and the planet at risk

59% believes that a healthy economy requires a

high-level of consumer spending

82% believes that the best way to save the planet is to buy and consume less

59% admits that shopping and buying

new things make them happy

guilt over mindless consumption

will result to new behavior patterns

MINDLESS CONSUMPTION

MEANINGFUL CONSUMPTION

96% of Prosumers are already more mindful, more careful, and more involved when shopping

I am shopping more carefully and

mindfully than I used to

73% are beginning to be more selective in their

Compared with a few years ago, do you ask yourself

the following question more, as, or less often when

Do I really need this?

47% are asking themselves

when shopping and buying stuff

For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS

THREE MAJOR BEHAVIORAL SHIFTS

MEANINGFUL CONSUMPTIONwill see Prosumers being more

involvement with key social issues

88% would be willing to buy products and pay more for those that are involved in a good cause

I am willing to pay a bit more for

a product if a portion of the proceeds

goes to a good cause

Mindful Consumption will also lead towards

93% of Prosumers believe that buying from local producers is a patriotic act

Mindful Consumption will also lead to environment and planet-friendly

brand choices

95% of Prosumers when shopping already consider the impact their behaviors have on the planet

I am making a conscious effort

to minimize my negative impact

on the planet/environment

MINDLESS CONSUMPTION

The Big Question:

How should brands respond in a

mindful, more meaning-centric?

BE BRAVE THESE ARE UNCHARTED TERRITORIES.

Brands must recognize that a new Filipino consumer is emerging

This new Filipino consumer has new,

unprecedented needs

NEW AND IMPROVINGDO-GOODER

LOCAL, BENEFACTORECO-WARRIOR

UTILITARIANZEN

NEW, AND IMPROVING, ME

Always in flux, always developing, always learning, always growing, always evolving, always unboxing –

TO BE THE BEST VERSION OF ME

I am making an effort to improve the way I live

I am making an effort to improve the person I am

97%[Global Average: 92%]

What I buy says a lot about who I am

DO-GOODER ME

“I have the power to choose – and I choose to support brands that resonate with my values.”

I am willing to pay a bit

more for a product if a

portion of the proceeds

go to a good cause

I have been making an effort to buy more products that support

social or political causes

I often buy or refuse to buy a product based on a

values or political-social activities

Buying local and supporting local contributes to the community and to the economy

LOCAL, BENEFACTOR, ME

It makes me feel good to support local producers, artisans, and manufacturers

Buying national/local products is a patriotic act; it helps my

I am buying products from local producers more so as to have a positive effect on my community

Consciously and actively minimizing their environmental impact and always assessing

ECO-WARRIOR ME

I am making a conscious effort to minimize my

negative impact on the planet/environment

I would like to see electric vehicles completely replace gas-powered vehicles

over the next couple of decades

I am willing to pay more for alternative sources of energy

(e.g., solar, wind)

UTILITARIAN ME

A return to the basics – and to what the most important things in life are whilst choosing and shopping

I am trying more often to consume only what I truly need

88%[Global Average: 68%]

I am asking more often reallywhile shopping

The search for peace and calm amidst all the choices that they face on the shopping shelves and in life

ZEN ME

I often wish it were easier to decidewhich product to buy

I often feel overwhelmed by the product choices in the supermarket

Brands give too much information about their products - it becomes overwhelming

It annoys me when brands try to sell me additional products or functions I do not need

NEW AND IMPROVINGDO-GOODER

LOCAL, BENEFACTORECO-WARRIOR

UTILITARIANZEN

Which of these needs are you beginning to see in your

How are you preparing for the shift from mindless consumption

to mindful, meaningful

consumption?

BRAVE Which of these needs do you think can give you

the opportunity to be

How can your brand create meaning for consumers?

For internal sharing only. Not for public distribution91 HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution

If you want a copy of the Philippine White Paper on the Emerging Shift to meaning,

crystal.yaptinchay@havasmediaortega.com

For internal sharing only. Not for public distribution

BEING BRAVE &THE SHIFT TO MEANINGA Presentation to the PANA29 August 2019

Philip TiongsonT: @Ptiongson || @HavasOrtegawww.havasortega.com

being brave & the shift to meaning local -- the m… · social circles constantly seeks out...

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