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

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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

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THEY CAN BUILT A CITY

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OR HELP REBUILD THEM

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SMARTLY

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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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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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