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EIGHT THEMES…
AII Paper November 2016 PREPARED BY: Neil Douglas Behaviour & Attitudes
www.banda.ie
Twitter: @banda_ie
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Just this once What our team think are interesting trends.
Guided by research, but undoubtedly influenced by our own ‘gut reactions’…
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8
It’s all about me
Where’s the harm?
Health badging
Choice nausea
Experience equity
A new wrapper for trust
Here be dragons
Sugar rush of disruption
1
2
3
4
5
6
7
8
themes
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It’s all about me
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5
It’s all about me…
Selective version of me ‘presented’ via social media.
Me in foreground.
Airtight post rationalisation of indulgence.
Curated self
Me and my pals
Because I deserve it
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No guilt indulgence …I deserve a treat
Help me be a good person …charity coins in Tesco
My choice …loyalty point control
It’s all about
me
Implications
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8
Choice nausea
Do you ever sit in front of your TV trying to decide what to watch?
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10
Choice nausea
Unrewarding paucity of
choice
Satisfying complexity of choice
Choice nausea
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Choice nausea
Problem
Solution
Too much internet!
Too much video!
To much music!
Too many products!
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12
Implications
Choice nausea
Smart brands simplify and curate providing control and freedom.
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Experience equity
We establish roles in relation to each other….’we posture’
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Experience equity
We are now more likely to talk about memorable ‘experiences’
Status? Or experience?
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Experience equity
What’s trending?
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Implications
Transformative ‘experience’ is an end in itself.
– Bord na Móna …ancestral retreat
– Fáilte Ireland…“Escape the rush and roam …”
Experience equity
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Health badging
On social media we talk about fitness and awareness of the latest food trends
Health is another area we use to badge ourselves
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Health badging
So how do we talk about health and nutrition?
New narratives about ‘sensitivity’ and ‘allergy’
Signal discernment and concern by talk of
‘intolerance’
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Health badging
…The ‘Princess and the Pea’
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Implications
Health badging
‘Back to basics’ • Balance • Simple nutrition information.
‘Relaxed health’ • Gut flora complexity
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A new wrapper for trust
• Distrust of big brands
• Product ‘information’ is hype
Mad cow
Foot & mouth
Horse meat
Pork Dioxin
Intensive techniques
Hormones in milk
GMO gluten
Craft
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A new wrapper for trust
We still want convenient quality…
Smaller Local
Committed
Tasty
Enthusiastic
Exclusive
Fun
Principled
Coherent
Farmers’ market
Craft beer
Quirky & ethical
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A new wrapper for trust
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Implications
New wrapper for trust
• Unique packaging
• Less ingredients
• Small and local.
• Key words (natural, free range, farm)
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Here be dragons
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Here be dragons
In our efforts to protect are we exerting
too much control?
Are we creating
dragons for our kids to
fear? Is there an impact on
their sense of self worth, cognitive
development?
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Here be dragons
• Parenting is less about the ‘carpentry’ of transforming a child into a successful adult
• More about the ‘gardening’ of creating the right conditions for growth
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Here be dragons Gopnik quotes an elegant experiment showing the importance of accidents and discovery.
Experimenter bumped into toy and said “oops” as it
squeaked then left the kids with the toy
Experimenter introduced the toy explaining how one noise was made then
left the kids with the toy
Kids played freely with toy in random ways and through
experimenting discovered all the toy’s functions.
Kids played in a more limited and repetitive way and did not
discover the extra functions and noises.
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Implications
…are we creating warmth and control
…or inhibiting growth?
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34
Where’s the harm?
Where do our ethics come from?
● Conscience?
● Empathy?
● Fear?
● Approval?
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Where’s the harm?
Malcolm Gladwell offers a compelling analysis
‘Wrongfulness’ in objective sense
‘Harmfulness’ defined by more subjective sense.
1950’s 2016?
● Ethics defined by harmfulness helps Ireland liberalise
● But it also supports a more subjective or ‘entitled’ view…
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36
Where’s the harm?
Exaggerated sense of no
harm
Exaggerated sense of harm
• Illegal downloads accepted as mainstream
….why would you not?
….where’s the harm?
• Populist campaigns dramatize threat.
• Fear of immigrants stoked the Brexit campaign.
• Trump focuses on threats to America.
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Implications
Where’s the
harm
Irish water infrastructure is broken, but no one is ready to pay for it.
Galvanise support by dramatizing the harm?
No swim notices on beaches due to raw sewage
No planning permission due to no capacity
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Sugar rush of disruption
You wouldn’t like me when I’m angry…..
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Spot the difference
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Spot the difference
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Implications
Mainstream media, Twitter, Watercooler Chat, polls, reflect the same agenda. (Middle class, educated, liberal)
We should seek out the
influential multiple narratives
Sugar rush of
disruption
Is this really the zeitgeist?
Out of step in UK and USA
Capture contradictory
themes?
Question uniformity in
reporting?
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8 for 8am
Choice nausea
A new wrapper for trust
Sugar rush of
disruption
Here be dragons
Experience equity
Health badging
It’s all about me
Where’s the harm?
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Concluding thoughts
• Attitudes and behaviour are in flux.
• We need to understand underlying drivers
– And use these in our brand planning.
• The point is to go beyond the dominant narrative.
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Delve Deeper