sans repères seules restent les marques - lunch bmma - 15/09/2011
TRANSCRIPT
LUNCH-DEBAT BMMASeptember 15th, 2011
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Sans repèresSans repères
seules restent les marques seules restent les marques
The society of distrust
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A FEELING OF BEING MANIPULATED
11BY THE BY THE INSTITUTIONSINSTITUTIONS
A FEELING OF BEING MANIPULATED
22BY THE BY THE FINANCIAL WORLDFINANCIAL WORLD
A FEELING OF BEING MANIPULATED
33BY THE BY THE BRANDSBRANDS
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So it is much more than So it is much more than a financial/economic crisisa financial/economic crisis
It is a crisis of valueIt is a crisis of value
USA (800)4% 2% 5% 4%6% 12% 3% 4%
7% 4%
15%12%
12%
24%
18% 16%
44%
23%
TOTAL (2400) France (800) UK (800)
Une crise financière
Une crise du capitalisme
Une crise de société
Une crise moraleUne crise du pouvoir d’achatUne crise environnementale
37%
21%
56% 54%
6% 11%
« Pour vous, cette criseest-elle avant tout… ? »
Etude E
uroRS
CG
Juillet 09
CAPITALISM EVEN MORE A CAPITALISM EVEN MORE A CRISIS OF TODAY’S SOCIETYCRISIS OF TODAY’S SOCIETY
PEOPLE BELIEVE IT’S A CRISIS OF
A CRISIS FOR WHICH:
ALL INSTITUTIONS ALL INSTITUTIONS ARE SEEN AS RESPONSIBLE ARE SEEN AS RESPONSIBLE
THE CRISIS HAS CHANGED CITIZEN APPROACH TO
THEIR LIFE
A NEW APPROACH TO THEIR LIFE
The consumer is changing
dramatically and fast
11A HIGH SENSITIVITY TO A HIGH SENSITIVITY TO RISKRISK
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A HIGH SENSITIVITY TO RISK
Prosumers
46%I have become more worried
about not having enough money to retire on
global total=41%
Mainstream
40%
55/50 51/43 64/58 33/25 55/44 24/20 33/26
51 45 59 27 46 21 27
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CONSEQUENCE:
Reluctance to engage in long-term Reluctance to engage in long-term decisions decisions (What if I choose wrong?)(What if I choose wrong?)
Risk avoidance becomes the main Risk avoidance becomes the main driver of decisionsdriver of decisions
Shift in the Codes of TrustShift in the Codes of Trust
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WHO WOULD YOU TRUST?
22CONSUMER CONSUMER DEPRESSION ECHOES DEPRESSION ECHOES SOCIETAL WOESSOCIETAL WOES
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33CONSUMERS WANT CONSUMERS WANT CHANGE AND KNOW CHANGE AND KNOW THEY CAN COUNT ONLY THEY CAN COUNT ONLY ON THEMSELVESON THEMSELVES
KNOW: The Emergence of the New Consumer
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RECESSION IS AN OPPORTUNITY TO STEP BACK AND RETHINK
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Prosumers
62%I avoid shopping at stores
that don’t treat their employees fairly
global total=51%
Mainstream
49%
65/49 76/67 63/56 49/35 50/40 83/64 44/3152 69 57 38 41 68 34
Prosumers
75%As a consumer, I have a responsibility to censure unethical companies by avoiding their products
global total=65%
Mainstream
63%
79/64 82/75 79/73 67/47 65/52 93/80 61/4967 76 74 51 54 83 51
Prosumers
54%I am willing to pay a slightly higher price for socially or
environmentally responsible products
global total=45%
Mainstream
43%
48/35 70/60 60/52 41/28 46/33 87/75 36/2638 62 54 30 35 77 28
Prosumers
63%I am paying more attention than in
the past to the environmental and/or social impact of the
products I buy global total=54%
Mainstream
52%
68/51 66/60 77/62 49/35 55/50 84/69 44/3754 61 64 37 51 72 38
IT’S UP TO ME NOW TO MAKE CHANGE HAPPEN
22
WILL CONSUMPTION BE THE NEW VOTING?
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1.1.A HIGH SENSITIVITY TO RISKA HIGH SENSITIVITY TO RISK
2.2. CONSUMER DEPRESSION ECHOES SOCIETAL WOESCONSUMER DEPRESSION ECHOES SOCIETAL WOES
3.3. CONSUMERS WANT CHANGE AND KNOW THEY CONSUMERS WANT CHANGE AND KNOW THEY
CAN COUNT ONLY ON THEMSELVESCAN COUNT ONLY ON THEMSELVES
THREE KEYSTO UNDERSTANDING THE
RELATIONSHIP BETWEEN CONSUMERS AND SOCIETY IN THE POST-CRISIS WORLD
Consumption and brands are impacted
by the change
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THE NEW APPROACH TO CONCUMPTION
RREALEAL
RR IGHTSIZINGIGHTSIZING
RR ESPONSIBILITYESPONSIBILITY
RR ELATIONS ELATIONS
ᴙᴙ
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REALᴙᴙLOOKING FOR SUBSTANCE
More meaningMore meaning
More More substancesubstance
More purposeMore purpose
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REALᴙᴙ
SEEKING A RETURN TO SEEKING A RETURN TO “REAL”…“REAL”…
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REALᴙᴙ
… … AS SYMBOLIZED BY THE AS SYMBOLIZED BY THE SLOW FOOD AND SLOW TRAVEL SLOW FOOD AND SLOW TRAVEL MOVEMENTS MOVEMENTS
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RIGHTSIZINGᴙᴙNOTHING LESS, NOTHING MORE !
““There are two ways to get enough: There are two ways to get enough: One is to continue to accumulate One is to continue to accumulate more and more. The other is to more and more. The other is to desire less.” desire less.”
—G. K. Chesterton—G. K. Chesterton
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RIGHTSIZINGᴙᴙ
A MOVE TOWARD “INTELLIGENT A MOVE TOWARD “INTELLIGENT SIMPLIFICATION”SIMPLIFICATION”
Prosumers
65% I’d rather just have the functionsI really need
Mainstream
69%
58/67 68/67 79/78 72/73 56/67 82/81 48/5066 67 78 73 65 81 50
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RESPONSIBILITYᴙᴙCONSUMERS HAVE GROWN UP
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RESPONSIBILITYᴙᴙ
THEY’RE MOVING BEYOND THEY’RE MOVING BEYOND IMMEDIATE GRATIFICATION…IMMEDIATE GRATIFICATION…
Do I really need this?Do I really need this?
Can I wait until it’s on sale?Can I wait until it’s on sale?
Could I find it cheaper Could I find it cheaper somewhere else or on eBay?somewhere else or on eBay?
Is it of solid, good quality?Is it of solid, good quality?
Will it last a long time?Will it last a long time?
Can I afford it?Can I afford it?
Will I really get pleasure from Will I really get pleasure from buying this brand/ spending this buying this brand/ spending this
money?money?
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RESPONSIBILITYᴙᴙ
MORE ATTENTION PAID AT MORE ATTENTION PAID AT RETAILRETAIL
Prosumers
62%I am more interested today in how and where products
are madeglobal total=51%
Mainstream
48%
66/52 66/59 72/58 45/31 49/39 74/56 58/3654 60 61 34 41 59 41
Prosumers
80%I am shopping more carefully and mindfully than I used to
global total=72%
Mainstream
70%
86/79 78/69 81/68 75/59 77/71 82/72 75/6580 70 70 62 72 73 67
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RELATIONSᴙᴙTHE NEED TO CONNECT
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RELATIONSᴙᴙ
SEEKING A DEEPER SEEKING A DEEPER RELATIONSHIP WITH BRANDS…RELATIONSHIP WITH BRANDS…
Prosumers
60%I prefer to buy from companies with a reputation for a purpose
beyond profit (e.g., Newman’s Own, Body Shop)
Mainstream
46%
69/54 66/54 64/48 38/25 58/43 88/71 35/1656 56 51 27 46 74 20
Prosumers
70%I prefer to buy from
companies that share my personal values
Mainstream
54%
77/56 77/69 66/52 57/36 55/46 85/66 64/5259 71 54 40 47 69 55
Prosumers
61%Compared with a few years ago,
it’s more important for me to feel good about the companies with
which I do business
Mainstream
47%
70/54 71/70 57/45 49/33 63/43 71/55 39/2157 70 47 36 46 58 24
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RELATIONSᴙᴙ
……AND WITH PRODUCERS: THE AND WITH PRODUCERS: THE GROWING ALLURE OF LOCALGROWING ALLURE OF LOCAL
Prosumers
52%It is important to me to buy
locally produced goodsMainstream
44%
63/48 40/42 65/56 36/23 53/43 44/34 59/5551 42 58 25 45 36 55
Prosumers
63%It makes me feel good to support local producers,
artisans, and manufacturersMainstream
55%
76/67 66/68 66/55 54/38 74/63 48/39 46/4369 68 57 41 65 41 44
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THE NEW APPROACH TO CONCUMPTION
RREALEAL
RR IGHTSIZINGIGHTSIZING
RR ESPONSIBILITYESPONSIBILITY
RR ELATIONS ELATIONS
ᴙᴙ
The big paradoxbrands which
symbolise consumerism are the
new references
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IN THE WORLD OF DEFIANCE , BRANDS CAN CARRY HOPE
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IN AN AGEING SOCIETY, THEY EMBODY YOUTH
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IN A WORLD WHERE TODAY IS A FIGHT, THEY WRITE OUR TOMORROWS
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WHEN FINANCIAL INSTITUTIONS ARE AT THE HEART OF DISTRUST, THEY CAN RECREATE CONFIDENCE
43
44
THEY CAN BUILT A CITY
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OR HELP REBUILD THEM
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SMARTLY
47
THE NEW SOURCE OF GROWTH
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THE ULTIMATE WORLD INFLUANCER
With the social media as
the new agora brands have new
imperatives to succeed
11SOMETHING CENTRAL SOMETHING CENTRAL IN PEOPLES’ LIVESIN PEOPLES’ LIVES
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52
53
22RE-OWN THE SPACE/TIME RE-OWN THE SPACE/TIME DIMENSION OF CONSUMERDIMENSION OF CONSUMER
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TO DELIVER ENGAGING BRAND/CONTENT DRIVEN EXPERIENCE
33STAND OUT IN THE SOCIAL STAND OUT IN THE SOCIAL CONVERSATIONCONVERSATION
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44BUILD A REAL DIALOGUE WITH BUILD A REAL DIALOGUE WITH THEIR CONSUMERS THEIR CONSUMERS AND COMMUNITIESAND COMMUNITIES
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55BRANDS NEED TO BEHAVE BRANDS NEED TO BEHAVE LIKE PROPER CITIZENLIKE PROPER CITIZEN
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THE LOCAL ROOT
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LOOKING AFTER THE PLANET
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RESPECTING PEOPLE
A new role for the agencies
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ADVERTISING IS DEAD
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THE CREATIVE BUSINESS IDEA
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CREATIVE BUSINESS IDEA
TransformationalTransformational
Changes business strategiesChanges business strategies
Drive profitable growthDrive profitable growth
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CREATIVE BUSINESS IDEA
From « the Alps » to « youth » From « the Alps » to « youth »
From « luggage » to « travel » From « luggage » to « travel »
From « rail » to « leisure » From « rail » to « leisure »
Changing agency remunerationChanging agency remunerationmodel model
From commission and time spent From commission and time spent To Contribution to valueTo Contribution to value
« Because we’re really worth it »!« Because we’re really worth it »!
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CREATIVE BUSINESS IDEA
Thank youThank you
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