Which three of these factors do you think aremost important in determining whether

someone is a “good citizen”?

“A person who recycles regularly but never votes is a better citizen than a person who votes in every election but doesn’t make an e�ort to reduce his/her waste”

64 %

54 %

69%59% 56% 51% 49%45% 43%42% 40%39%

We No Longer Trust Our Political Leaders to Do Their Jobs:

We the (Socially Connected) PeopleSocial media forges new communities

and empowers us to drive change.

Business with a Purpose

Business used to be about one thing: maximizing

profits. Now, as corporations have grown in size

and power, people are expecting—indeed,

demanding—more from them. They want big

business in general, and their brand partners in

particular, to play a role in driving change and to

work toward the greater good rather than acting

solely on the basis of their own selfish agendas.

SOURCE: PROSUMER REPORT .

BASED ON A SUMMER 2012 SURVEY OF 10 , 219 ADULTS

IN 31 COUNTRIES. ALL DATA SHOWN IS GLOBAL.

READ MORE AT HAVASWORLDWIDE.COM/PROSUMER-REPORT

FOLLOW US ON TWITTER @PROSUMER_REPORT

A few tips gleaned from our survey findings:

And we think good citizenship is tied more to personal responsibility and mindful consumption than to political activity:

WHO NEEDS POLITICS?

UNPRECEDENTED OPPORTUNITYFOR BUSINESSES AND BRANDS

THE NEW DRIVERS OF CHANGE

nonprofit organizations/ngo’s news media organized religion my local government my national government

Indicate the degree to which you havefaith in the following institutions:(Showing moderate/a lot of faith)

COMMUNITIES & CITIZENSHIP:Redesigned for a New World

7267

54 53

4035

28 29 262926 2924

28

36

10 10

Behaves eth

ically

& resp

onsibly

Is se

lf-su

�cient

Is a re

sponsib

le

consum

er

Votes in lo

cal &

national e

lections

Donates tim

e and/or

money to

social c

auses

Pays fair

share

of taxes

Volunteers

Stays up-to

-date

on importa

nt issu

es

Donates tim

e and/or

money to

political c

auses

4162

54 4124

“Social media has made me more politically aware/active”

3657 49

35 20

“Social media has made me more influential/powerful”3333 31 35 34

“I use social media to change the world for the better”

middle east

prosumers

age 18-34

africa

latin america

mainstream

age 55+

north america

asia-pacific

europe

age 35-54

6573 5478 55 66 58 44 68 4580

“Social media gives ordinary people an extraordinaryability to influence others and create change”

(Showing % agreeing strongly/somewhat)

Please rate your agreement or disagreement with the following statements.(Showing % agreeing strongly/somewhat)

“I have more in common with people in my social networks than I do with my neighbors”

66 %

45%

A. The more powerful corporations

become, the more obligated they

are to behave ethically and with

the public interest in mind

D. When it comes to combating

climate change, corporations

have a lot more power than

governments do

B. Businesses bear as much

responsibility as governments for

driving positive social change

E. Corporations and governments

should work together to make the

world a better place

C. Businesses have a responsibility

to make the world a better place

F. Corporations are going to play an

increasingly vital role in addressing

the world's major problems

A B C D E F

Havas Worldwide’s newest global study uncovers a move away from

traditional political activity in favor of social change driven by

governments, citizen-consumers, and corporations working together.

LIKE THE BODY THAT IS MADE UP OF DIFFERENT LIMBS AND ORGANS, ALL MORAL

CREATURES MUST DEPEND ON EACH OTHER TO EXIST. — HINDU PROVERB

(Showing % agreeing strongly/somewhat)

ProsumerS

Mainstream

MAINSTREAM AGE 18–34PROSUMERS AGE 35–54 AGE 55+

FEWER THAN 4 IN 10HAVE EVEN MODERATE FAITH IN

THEIR NATIONAL GOVERNMENTS

“I have more influence as a consumer than as a voter”

(Showing % agreeing strongly/somewhat)

More than three-quarters of Prosumers and a majority of the mainstream would like their favorite companies and brands to play a bigger role in their local communities.

From TOMS Shoes to SwipeGood, smart companies are helping people feel good about their consumption choices.

As businesses tackle complex social challenges once relegated to

government, forming partnerships with governmental organizations,

NGOs, and others can speed progress and stakeholder buy-in.

The growing chasm between rich and poor is becoming a major global issue. Helping to address

this inequity will be a bigger focus for companies going forward.

In whatever way a brand chooses toaddress social ills, the impact will be exponentially magnified by letting citizen-consumers take part andspread the word through social media.

Go Local:

Find the Right Partner(s):

Make It Easy to Do Good:

Help Bridge the Gap:

Sow the Seeds of Social:

Prosumers Mainstream

83 70 80 65 80 67 67 55 86 73 72 57

1

2

4561

Prosumers Mainstream

Prosumers Mainstream

Prosumers Mainstream