The Social Individualist
33
A presentation by JWT and Tunisiana Hubert Boulos Hazem Kaddour Najla Chaar Houssem Abbassi A Post Arab Spring Consumer
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"The Social Individualist" looks at the new mindset that best describes Tunisians after the Arab Springs. JWT MENA's Head of Planning, Hubert Boulos' and JWT North Africa's Planning Director, Hazem Kaddour's presented this paper at ESOMAR's Best of MENAP 2013 on 5 March in collaboration with Tunisiana, Tunisia's leading mobile operator. In association with Tunisiana, JWT conducted research in October 2012 to identify the new dynamics that were driving consumers and their behaviour. The research was led by the JWT Tunis team and focused on Tunisians, the birth place of the Arab Springs. The researched polled 551 adults and additionally operated 25 focus groups on adults and young adults.
Transcript of The Social Individualist
A presentation by JWT and TunisianaHubert BoulosHazem KaddourNajla ChaarHoussem Abbassi
A Post Arab Spring Consumer
Agenda
I- Key Findings Pre RevolutionII- Key Findings Post RevolutionIII- Opportunities for the brand
Our Core Methodology:
2 JWT Bonding Studies conducted pre and
post Tunisian Spring.
1 Qualitative study conducted in 2012.
- JWT Bonding Study conducted in 2007 on 308 adults with mobile phone subscriptions (pre revolution)- JWT Bonding Study conducted in September 2012 on 551 adults with mobile phones subscriptions (post Revolution)- Etude Point Cible 25 Focus Groups conducted on adults and young adults (15-60) in 2012
Key Findings Pre Revolution
Key Finding Pre RevolutionBefore 2011
A self restrained individuality that led to conformity, compliance and belonging.
Muzzled Individuality
The most important things in life for Tunisians were tradition and tolerance, opposed to creativity and self accomplishment.Source : JWT Bonding Study 2007
FOR 67.9% OF THE SOCIETY, TOO MUCH FREEDOM LED TO IRRESPONSIBLE BEHAVIOUR.
Muzzled Individuality
Freedom was perceived as a danger, partly because of the regime’s educational system, and the importance of social norms.
A Growing Dissatisfaction
Lack of freedom resulted in a high level of dissatisfaction and lack of self-confidence.
55% of Tunisians were unsatisfied with their life.
Belonging to the Community
Fulfillment was achieved through belonging. It was not about standing out within the group, but rather to just be accepted.
52.7% THINK INFLUENCING OTHERS IS NOT IMPORTANT
FOR 60.3% OF 18-22, THE NATIONAL IDENTITY WAS MORE IMPORTANT THAN THE RELIGIOUS ONE.
Belonging to the Nation.
In a society where voiced religious practices were marginalized, the nation was the higher institution to belong to.
Key Conclusion
Before 2011, individualism had a whole different meaning: It was rather defined by an individual’s capacity to adapt and fit in the group.
The Post Revolutionary Individual
The Transformation of the Arab World. Oliver Roy. Journal of Democracy, July 2012
Post Revolutionary Situation
An increased individualism ranging from the public to the religious sphere
For the first time, it did not focus on the Arab Nation or the Muslim Umma but rather on the individual and the citizen.
For the first time we did not see the rise of a charismatic leader, but rather a multiplicity of young and modern spokespeople.
A Unique Revolution
Breaking away from the past 60 years
Telecommunications and Satellite Media
Played a key role
Obviously allowing people to connect and debate on equal terms, but most importantly breaking the traditional hierarchical information path going from top to bottom.
They become more individualistic and less prone to follow the charismatic leader. Even within “islamist” parties they demand more debates, more democracy and a better governance and respect of others.
In That Context
People are challenging the patriarchal system and demand that individual opinions should be respected
90% agree/strongly agree that individual opinions now must be respectedwhilst in the past a strong majority felt that too much freedom was not necessarily good
Religion is increasingly important in their lives (90%) as it is now more important than their national identity (70%). Nonetheless, individuals want to build their own Islam instead of an institutional Islam. Religion is a personal issue: It is about Islam from a personal perspective as a believer.
A Religious Sphere
That is more diverse and personal vs. an institution
Collectively the Current Situation
Is far from being ideal
If we talk about the country, everything seems to be going the wrong way. Collectively the situation is generating anxieties.
The situation is completely inverted when it comes to the individual : self confidence success perspectives are at an all time high with only 21% of people dissatisfied with their lives vs. more than 50% who wanted to emigrate in the past (JWT Bonding 2007)
Base : 551 individus échantillon total
The collective situation is terrible but as an individual I am ok!
Above 80% for both males and females!
Personal optimism levels about the future are unbelievably high!
Perception of the future
Base : 551 individus échantillon total
In That Context
There is a clear intention to take
One’s destiny in his/her own hands
Belonging to a group remains extremely important
But even more so for the youth it is now even more important to mark your difference and perhaps your optimism within the group you belong to
Need for recognition,intent to influence others and Being the center of interest are at 80%
Home, family and friends become more essential
In order to provide an audience for that individualism
For 90%Home is the center of their world !They need to be around their friends to feel themselves
In a Nutshell
They want to be the center of their world!
Their world is without boundaries with a new global game: Social Competition. I am more “in the know”, I am trendier, I have more followers, I have better connections, I have more followers, I have more “likes”…
A situation globally facilitated by social networks that are creating an increasing competition within each individual’s social circle.
Source: SONAR study JWT Global trends report 2011
Base : 551 individus échantillon total
The top two criteria expected from Telecoms
With technology playing a major role
and reducing the fear of missing out
connecting my world to the world
With immediacy acting as a catalyst
The future is now
Life “Fast Forward”
80% live for the moment
The evolution of digital technology and mentalities requires immediacy and instant gratification . One can get what he/she wants when he/she wants. An evolution from “I would like that” to “I want that now!”
lmmediacy is beyond a lifestyle, it is even faster than that! Seeking change is a continuous goal at every micro second!
►It is worth noting that the youth are not involved in what is happening in the country, nor by any grass root organizations or cultural activities or sports clubs. They are hyper consumers.►The youth are totally unable to project themselves into the future and live for the moment. Etude Point Cible 2012
►
Rising Individualism
Social Link increasingly vital
The research findings have helped us spot a contradiction
Based on a paradox that can generate very strong ideas especially when it comes to telecommunications
Vital need of social recognition
Individualism
A New Type of Post Arab Spring ConsumerBuilt on a new type of individualism: an individualism that is only valuable and relevant within a social ecosystem
The “SOCIAL INDIVIDUALIST”
A real business opportunity where telecom providers are the most
legitimate:The Empowerment of the
“SOCIAL INDIVIDUALIST”
Which means for a brand: a Hyper Personalization of an individual to put him/her at the center of his world
