A global economic crisis, widespread political corruption, violent extremism and terror, ever-wider income inequities, the refugee crisis…these matters and others have triggered daunting thoughts about the future. So, too, have they contributed to major ideological shifts around the world, as evidenced by such developments as the Brexit vote and the shadow it casts over the European Union, the rise of Trump in the US, and rekindled tensions between Russia and the West.
With our latest Prosumer study, we are seeking to understand how people are responding to these times of intense change and uncertainty—and how brands can help ease concerns and bolster happiness. The study draws on the experiences and points of view of nearly 12,000 men and women in 37 markets around the globe.
As people grow more concerned about what’s in the products they eat, their relationships with food brands are weakening. Whereas in the past, consumers felt strong connections with beloved food brands, today the industry is rife with disruption and distrust.
In this report, we explore how various food movements are evolving, what trends are gaining ground, and how food brands can regain the trust of customers.
Findings from this report include:
• Me, My Body, and the Planet: There’s growing awareness that the foods we choose to eat impact not only our individual health but also that of the planet.
• Local Is the New Organic: While organic foods continue to be seen as the healthier option, today’s more mindful consumers are paying at least as much attention to where their foods are grown.
• Raw Pleasure: For the new consumer, eating nature-made foods is more than a pathway to health; it confers pleasure and even a sense of status.
Transparency, sustainability, and a purpose beyond profit are more than popular catchphrases. They’re now bottom-line expectations for how larger businesses and brands are expected to operate.
In this report, we seek to understand how the movement toward corporate social responsibility has evolved since 2007, when we launched our Future of the Corporate Brand study. We explore the new roles companies are being asked to play beyond their pure corporate function and the widening recognition that by “doing good” businesses can “do well.”
Highlights from the report include: Transparency is NOT optional: There was a time when people bought products without really giving thought to who or what was behind the brand. This era is long gone. Today, 70 percent of Prosumers are actively seeking out information on the companies that provide the products and services they buy.
Your company IS your brand: Consumers have continuously higher expectations of companies and brands. And since it’s easier than ever today to determine who has been acting “good” or “bad,” companies that fail to meet consumers’ expectations will pay the price. Two-thirds of Prosumers globally avoid buying from companies deemed to have a negative social or environmental impact.
A clear set of values is good for business: It’s more imperative than ever for a company to uphold strong values to which consumers can relate – consumers are actually making purchase decisions based on those values. Eighty percent of Prosumers agree that a clear set of values can help a company be more profitable.
In recent decades, we’ve gained the ability to move through life faster—interacting with more people, accomplishing more tasks, getting from point A to point B in less time—and if current forecasts prove correct, we’re only going to keep gathering speed. In this latest global study, Havas Worldwide explores how our always-on world is affecting the way we live, work, and think; the additional advances in mobility people most want to see; and how brands can help people make the most of the time they have. The study draws from the experiences and points of view of more than 10,000 men and women in 28 markets around the globe.
Our world is fundamentally changing—and with it, our perceptions of what we value and how we wish to lead our lives. In this latest global study, Havas Worldwide explores shifts in attitudes and behaviors related to the care and feeding of our bodies. The study draws from the experiences and points of view of more than 10,000 men and women in 28 markets around the globe.
In today’s world, everything is changing at breakneck speed. Trends last barely longer than the beat of a butterfly wing. The news of the day is outdated by the time you get to it. And that new iPhone you’re eyeing is already obsolete.
Within this fast-changing environment, family serves as an anchor. In other areas of our lives, we may upgrade to a new model at the earliest hint of trouble. We may leave a job without notice or break a lease with our landlord to pursue an opportunity thousands of miles away. But with family, we’re in it for the long term. We build and nurture these relationships over a lifetime, not weeks. And even the most self-centered among us at least sometimes put family first, whether out of love, duty, or plain old-fashioned guilt.
With this latest global study, Havas Worldwide explores the state of the family at a time when the nuclear unit is an endangered species, marriage is increasingly optional, traditional gender norms are giving way, and children are being raised in a digital world.
This year, Havas Worldwide offers its forecast for the new year with “10 Trends for 2015.” While two years ago, the report noted the coming rise in “co-” words (co-create, co-parent, copreneur), for 2015, Havas Worldwide is calling out “self-” as the overriding idea.
For a number of years, the allure of hyperconsumption has been fading, as consumers have begun to derive increasingly less value from the experience of buying. In 2010, Havas Worldwide global CEO Andrew Benett discussed this phenomenon in the book Consumed: Rethinking Business in the Era of Mindful Spending.
In 2014, we’re seeing a new permutation of this trend. People are no longer simply rejecting conspicuous consumption in favor of a simpler, more mindful approach; now, they also are looking to be more active participants in the consumption cycle. For some, this means producing and selling their own goods. For others, it means getting involved in some other way in the peer-to-peer economy, perhaps by joining a sharing service such as Airbnb or by crowdfunding. This new, more proactive approach offers myriad benefits, including cost savings, a deeper sense of community and personal connectivity, and enhanced sustainability.
A great deal has changed in youth culture since the baby boomers came of age in the ’60s and ’70s. New technologies and media formats have transformed how we interact, learn, and are entertained. Family dynamics have changed markedly. And the world is now far more global and interconnected. What impact have these shifts had on youth marketing? How have young people’s expectations of brands evolved? And what should brands be doing to establish themselves as trusted, dynamic partners in the lives of young people in this markedly different era? To find out, Havas Worldwide fielded an online survey among 10,574 people aged 16 and older in 29 markets.
Brand preference and loyalty are not static; they must be earned and re-earned over time. With this new study, Havas Worldwide explores what brands must do to stay relevant in consumers’ lives. This has always been important but is especially vital at a time when consumers have so many choices at retail.
What does a brand have to do to convince a shopper to choose it above all others? It must embody—and communicate—two vital factors: trust and dynamism. Though the optimal combination will vary by geography and category, no brand will win for long without encapsulating both.
ABOUT THE BOOK
“Our employees are our greatest asset”—it’s a cliché companies feel obliged to spout. Some may even believe it. But as with eating healthy food and getting exercise, lip-service doesn’t make goals come true. In this groundbreaking book, Andrew Benett explores how truly “talent centric” organizations thrive in today’s changing economy.
Based on original research and in-depth interviews with outstanding leaders of talent-driven organizations such as Zappos, DreamWorks Animation SKG, Nestle, Dow Chemical, The Motley Fool, AnswerLab, and more, Benett uncovers emerging trends and benchmarks and shows why it is so important to invest in and develop tomorrow’s talent.
Andrew is the global CEO of Havas Creative Group and Havas Worldwide, one of the largest advertising agencies, with clients that include some of the world’s most renowned brands. His previous books include Good for Business: The Rise of the Conscious Corporation and Consumed: Rethinking Business in the Era of Mindful Spending. Andrew is a member of the 2012 class of Henry Crown Fellows at the Aspen Institute.
After more than a decade of tracking consumers’ use of digital technology, global communications company Havas Worldwide has undertaken a major study to explore emerging paths to purchase around the world. Working with research partner Market Probe International, we surveyed 10,219 adults in 31countries, representing a combined population of more than five billion.
As e-commerce extends to mobile technologies, growing numbers of hyper-connected consumers are making smartphones a regular part of their purchasing processes. This worldwide trend is moving fastest in certain emerging markets, where switched-on consumers are proving more apt to embrace m-shopping than are their developed-market peers.Our research shows that just 16 percent of US online consumers have used a smartphone to shop online, far short of the 50 percent in China, 48 percent in Singapore, and 42 percent in India who have done so.
Many consumers are using multiple devices for their e-shopping, although desktop computers are still the main go-to device in all countries. Overall, 80 percent have shopped through a home computer, 24 percent through a work computer, 25 percent through a smartphone or other mobile device, and 14 percent through a tablet.
Who has the most power to effect change today? If you think it’s the world’s political leaders, you’re in the minority. According to a new global study from Havas Worldwide, the single greatest agent of change is “the people, empowered by social media.” It’s part of a shift that is seeing the responsibility for solving our most pressing challenges shared not just by the world’s governments, but also by citizen-consumers and businesses.
The Havas Worldwide survey was fielded online by Market Probe International among more than 10,000 adults in 31 countries.
Havas Worldwide’s newest study uncovers a pushback against society’s youth obsession and a fear of living “too long.”
Over the last year, the world’s population has bounded past 7 billion. And it’s not just because more babies are being born; people are also sticking around longer. In fact, an estimated 6.9 percent of the world’s population is age 65 or older. That’s around 483 million people—or more than the populations of the United States, Mexico, and Canada combined. This rapidly growing population of elders will have important implications for marketers in industries as diverse as finance, healthcare, food and beverage, automotive, and home furnishings.
To better understand this demographic shift, we fielded an online survey of 7,213 adults in 19 countries: Argentina, Australia, Belgium, Brazil, Canada, China, Colombia, Czech Republic, France, Germany, Hungary, India, Ireland, Mexico, the Netherlands, Poland, South Africa, the United Kingdom, and the United States.
This week we’re launching Havas Worldwide’s latest Prosumer Report—“This Digital Life.” It explores life in the post-technology era—a time when digital tools have become so infused into our daily lives that they cease to offer meaning beyond their utilitarian functions. Our survey found widespread dissatisfaction with the direction in which society is moving (socially, economically, politically, environmentally), leading people to question whether we can put the brakes on our current dizzying rate of “progress” and find a better, healthier, more satisfying way in which to move forward. The study incorporates findings from an online survey of 7,213 adults in 19 countries.
This week we’re launching Havas Worldwide’s latest Prosumer Report—“My Body, Myself, Our Problem: Health and Wellness in Modern Times”—offering valuable insights to marketers looking to understand emerging consumer attitudes and behaviors in health-related categories. The study incorporates findings from an online survey of 7,213 adults in 19 countries.
Young females in developed markets are out of step with the world created by their feminist mothers—and that is influencing their attitudes and behaviors at work and home. The Millennials and Gender study from HAVAS Worldwide surveyed 3,000 adults in China, France, India, the U.K., and the U.S. The resultant white paper, “Are Women the New Men?” examines new gender relations and roles in the three developed markets in the West (results from China and India will be released separately).
HAVAS Worldwide’s Prosumer Report – “Millennials: The Challenger Generation” – offers valuable insights to marketers looking to connect with today’s youth and tomorrow’s leaders. The study incorporates findings from research with 3,000 adults in the U.S., U.K., France, China, and India, and the resultant Prosumer Report examines the sociopolitical and cultural changes we can expect as this new generation comes to power. As we’ve witnessed through One Young World, this generation believes deeply in the power of individuals and collective action. The digital revolution has empowered them to map out the future without regard to generational and geographical divides.
Research from Havas Worldwide is showing a shift in both personal and consumer values, as people begin to rethink what is important and how they want to live. In their personal lives, people are fed up with our dumbed-down culture and surface-level interactions; they are craving a more meaningful and satisfying approach to living. They want to dig deeper and feel more connected to other people and to higher-minded goals. In their consumer lives, people have grown weary of disposable goods, excess consumption, and endless attempts to move up to nicer cars, bigger homes, and the latest in everything; instead, they are finding value in downsizing and “substance shopping”—a shift with important implications for marketers and brands.