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R E B O O T: 1 0 T R U T H S R E S H A P I N G C O R P O R AT E B R A N D S
P R O S U M E R R E P O R T # 3
January 2016

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2015 GLOBAL PROSUMER STUDY
28 markets
n=10,131
Australia ● Belgium ● Brazil ● Canada ● China ● Colombia ● Czech Republic ● Estonia ● France ● Germany
India ● Ireland ● Italy ● Japan ● Latvia ● Lithuania ● Malaysia ● Mexico ● Netherlands ● Poland ● Portugal
Saudi Arabia ● Singapore ● South Africa ● Spain ● United Arab Emirates ● United Kingdom ● United States

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WHO ARE PROSUMERS?
For more than a decade,
Havas Worldwide has been
tracking the roughly 15‒20%
of consumers who are
influencing trends and
shaping markets around the
globe
Key characteristics:
• Embrace innovation
• Constantly seek out information
& experiences
• Enthusiastic adopters of new
media & technologies
• “Human media” who transport
attitudes & ideas
• Marketing savvy and demanding of
brand partners
• Highly influential and sought-after for
opinions & recommendations
20% of the 2015 sample qualify
as Prosumers
Image: Creative Commons/Jes@Flickr.com

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THE QUESTIONS WE EXPLORE IN OUR LATEST GLOBAL STUDY

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In this presentation,
we uncover 10
overarching truths
that dictate how the
modern corporation
is expected to
behave

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THINK YOUR FACTORY GATES ARE STRONG ENOUGH TO KEEP YOUR
SECRETS SECURELY LOCKED INSIDE?
THINK AGAIN...

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TODAY, BUSINESS HAS BECOME…
EVERYBODY’S BUSINESS
Image: Creative Commons/Tim Rich and Lesley Katon@Flickr.com
I am paying more attention than in the past to the
environmental and/or social impact of the products I buy

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PEOPLE ARE ACTIVELY LOOKING FOR INFORMATION ON COMPANIES
AND BRANDS
7 in 10
PROSUMERS
MAKE IT A POINT TO KNOW
MORE ABOUT THE COMPANIES
THAT MAKETHE PRODUCTS &
SERVICES THEY USE

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88%
OF PROSUMERS BELIEVE
IT’S VERY IMPORTANT
FOR A COMPANYTO BE
TRANSPARENT
TRANSPARENCY IS NO LONGER OPTIONAL

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CORPORATE SCANDALS NOW TAINT ENTIRE INDUSTRIES

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COUNTRIES WITH WIDESPREAD CORRUPTION HAVE EVEN LESS
TOLERANCE FOR SHADY BUSINESS PRACTICES
100%
“IT’S IMPORTANT FOR
A COMPANY TO BE
TRANSPARENT”
*Prosumers
% agreeing strongly/somewhat

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NOW THAT IT’S EASIER THAN EVER FOR CONSUMERS TO GET
AT THE TRUTH…

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…COMPANIES ARE COMPETING ON TRANSPARENCY TO SHOW
THEY HAVE NOTHING TO HIDE
Chipotle became the first fast‐food chain to tag GMOs and has
now banned them entirely
Coca‐Cola opened its doors in Brazil to counter rumors of dead rats in its
bottles

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YESTERDAY
CONSUMERS BOUGHT
BRANDS WITHOUT THINKING
WHO WAS BEHIND THEM
A COMPANY’S BAD BEHAVIOR
DIDN’T NECESSARILY TARNISH
THE REPUTATION OF ITS
BRANDS
CORPORATE BRAND

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TODAY, THERE ARE ALL SORTS OF WAYS TO INVESTIGATE WHO’S BEHIND
THE THINGS YOU BUY…
The Buy Partisan app (US) lets users scan items at
retail to find out which political parties the brand’s
owners, board, and employees support
Oxfam’s Behind the Brand Scorecard assesses agricultural sourcing
policies of world’s 10 largest food and beverage companies

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…AND TO PUNISH THOSE THAT FALL SHORT
I avoid buying from companies that have a
negative social or environmental impact
56/43 52/36 60/41
85/70 87/6380/58
An attitude that’s even more pronounced in
emerging markets
Prosumer/Mainstream

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WHY DO PEOPLE EXPECT SO MUCH MORE OF
B U S I N E S S E S TO D AY ?
B E C A U S E T H E Y NO LONGER BELIEVE THAT
E A R N I N G P R O F I T S F O R S H A R E H O L D E R S I S A
C O M PA N Y ’ S SOLE OBLIGATION

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BUSINESSES ARE NOW REGARDED AS MEMBERS OF THE SOCIAL
COMMUNITY—AND ARE EXPECTED TO BEHAVE AS SUCH
Companies have an ethical obligation to operate
in a way that does not harm the environment
Companies have a responsibility to do more than
just generate profit

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AND THAT’S ADDED QUITE A LOT TO THE MODERN CORP’S “TO DO” LIST

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ABIDING BY THE RULES IS NOT ENOUGH—BUSINESSES MUST EMBRACE A
CLEAR SET OF VALUES…
How important is it for a company to uphold strong values?

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…WHILE ALSO EXPRESSING A VISION FOR A BETTER WORLD
How important is it for a company to
express a vision of a better world?

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VALUES CAN BE AN EXTRAORDINARY ASSET…
A clear set of values helps
companies attract and retain
the best employees
A clear set of values plays an
important role in a
company’s success
A clear set of values helps a
company be more profitable

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…AND A BOOST AT THE CASH REGISTER
(ESPECIALLY IN EMERGING MARKETS)
91/78 89/7290/65
Prosumer/Mainstream
I am more likely to buy from a company that
is doing good things for the world
83/71 92/6591/66
Prosumer/Mainstream
I prefer to buy from companies
that share my personal values

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CONSUMERS REWARD
PURPOSE-DRIVEN
COMPANIES BECAUSE THEY
ALLOW CUSTOMERS TO
FEEL THEY’RE MAKING A
POSITIVE DIFFERENCE
IN THE WORLD
Image: Business Wire/ http://www.businesswire.com/news/home/20120210005068/en/Chipotle‐Air‐“Back‐Start”‐GRAMMY‐Awards

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ALL OVER THE WORLD, WE’VE BEEN SEEING A SHIFT IN CONSUMPTION
BEHAVIORS
77%
OF PROSUMERS
BELIEVE OVERCONSUMPTION IS
PUTTING OUR SOCIETY AT RISK
52%
OF PROSUMERS
WOULD HAPPILY LIVE WITHOUT
MOST OF THE THINGS THEY OWN
Source: Prosumer Report, “The New Consumer and the Sharing Economy,” 2014

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MINDFUL FRUGALITY HAS BECOME ASPIRATIONAL
68%
GLOBALLY
ADMIRE THOSE WHO
ARE MAKING AN EFFORT
TO REDUCE THEIR
CONSUMPTION49%
GLOBALLY
ADMIRE THOSE WHO
CAN AFFORD TO BUY
WHATEVER THEY WANT
Source: Prosumer Report, “The New Consumer and the Sharing Economy,” 2014

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AND QUALITY IS MORE VALUED THAN LOW PRICES
It is very/somewhat important that a company
offer high-quality goods and/or services
It is very/somewhat important that a
company offer low prices

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When consumers buy certain products, Calphalon will send their old cookware (any brand) to
a recycling center
SMART BRANDS ARE REDUCING THE GUILT OF CONSUMPTION BY OFFERING
PRODUCTS THAT ARE LONGER LASTING AND MORE SUSTAINABLE
The Kiddy Comfort Pro car seat adjusts to fit the
needs of children from around 9 months to
12 years old
In Sweden, Nudie Jeans is turning old jeans into
rugs

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86%PROSUMERS SAY
CHANGE IS A GOOD
THING
Image: Advantage Learning/ http://www.prince2.ca/prince2/prince2‐change‐control/

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ONLY 1 IN 5
PEOPLE GLOBALLY BELIEVE
GOVERNMENTS/POLITICIANS WILL BE
THE GREATEST AGENT OF CHANGE
BUT PEOPLE NO LONGER TRUST GOVERNMENTS TO BRING ABOUT POSITIVE
CHANGE
Image: Netflix Original Series ‘House of Cards’

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PEOPLE—AND OUR CONSUMPTION CHOICES—ARE BELIEVED TO OFFER
THE BIGGEST CHANCE FOR CHANGE
Which of the following do you believe will be the greatest agent of change?

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BUT PEOPLE CAN’T BRING ABOUT CHANGE ON THEIR OWN…
2012
35%
OF THE GLOBAL SAMPLE
BELIEVEDTHAT PEOPLE,
EMPOWERED BY SOCIAL MEDIA,
WOULD BE THE GREATEST
AGENT OF CHANGE
2015
THE PERCENTAGE
FALLS 4 POINTS, TO
31%
Image: The Atlantic/http://cdn.theatlantic.com/static/infocus/moscow1991/AP9103100427.jpg

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THE WORLD’S PROBLEMS ARE SIMPLY TOO BIG AND COMPLEX FOR THE
PUBLIC TO SOLVE ALONE

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RESULT: A NEW ROLE FOR BIG BUSINESS
I believe companies have a more important
role than governments today in creating a
better future

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DRIVING CHANGE IS NOW SEEN AS AN OBLIGATION OF BIG BUSINESSES
Businesses bear as much responsibility as
governments for driving positive social change
How important is it for a company to drive
social change?

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AND FAVORED BRANDS ARE EXPECTED TO GET INVOLVED
Image: Creative Commons/Disney|ABC Television Group@Flickr.com
I would like my favorite brands/companies to
play a bigger role in solving social problems

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PROSUMERS, ESPECIALLY, ARE LOOKING TO BUSINESSES TO ADDRESS
SOCIAL WRONGS
How important is it for a
company to fight injustice?

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THE GOOD NEWS: “DOING GOOD” IS INCREASINGLY TIED TO “DOING
WELL”…
The most successful companies in the future will
be those that drive social change

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…AND MORE BRANDS AND CEOS ARE WILLING TO TAKE THE LEAD
Richard Branson, founder, Virgin Group

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IT’S NOT ONLY ABOUT SOLVING GLOBAL ISSUES
Tony Hsieh, CEO, Zappos
I would like my favorite brands/companies
to play a bigger role in my local community

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COMMUNITY ACTION CREATES MEANINGFUL CONNECTIONS
Danone creates shared value that
benefits the company and its partners
alike. This approach goes beyond simple
dialogue to include the “co-creation” of
solutions. This co-creation involves
specific projects depending on local
circumstances.
How important is it for a company to improve the
communities in which it operates?

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The Let’s Color Project from
Dulux Paint brought new life to
gray spaces in Brazil, France, the
UK, and India

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PEOPLE ARE NOT LOOKING FOR COMPANIES TO ACT
AS QUASI-GOVERNMENTS

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ON THE CONTRARY, THEY ACTUALLY FEAR THE POWER BIG CORPORATIONS
HAVE RECENTLY OBTAINED
It scares me that some big corporations have
more power than actual countries

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Corporations + governments
should work together to make the
world a better place
Governments + NGOs/nonprofits
should work together to make the world
a better place
Corporations + consumers
should work together to make the
world a better place
WHAT PEOPLE WANT IS A COLLABORATIVE APPROACH TO PROBLEM-
SOLVING

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A NEW EQUATION HAS EMERGED…
=+ +
PEOPLE GOVERNMENTS CORPORATIONS BETTER
WORLD

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…WITH PRIVATE-PUBLIC PARTNERSHIPS LEADING THE WAY
Steve Howard, Chief Sustainability Officer, IKEA

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CONSUMERS DON’T CARE ONLY
ABOUT WHAT THE COMPANY IS
DOING ON THE OUTSIDE

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76%
GLOBALLY BELIEVE
COMPANIES SHOULD BE
LEGALLY OBLIGATEDTO
PROVIDE A HEALTHY WORK-LIFE
BALANCE FOR EMPLOYEES
THEY ALSO WANT TO KNOW HOW A COMPANY TREATS THOSE ON THE
INSIDE…
Companies should be obligated to provide a
healthy work-life balance for employees

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How important is it for a company’s CEO to do each of the following?

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…BECAUSE WHAT HAPPENS INSIDE DOES NOT STAY INSIDE

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GREAT EMPLOYERS EARN REPUTATIONAL DIVIDENDS

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COMPANIES HAVE TO KNOW THE PARTICULAR ISSUES PEOPLE EXPECT
THEM TO SOLVE…
I most value companies that are doing work in the following area

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…WHILE REMEMBERING THAT WHAT PEOPLE WANT IS INFLUENCED BY
THEIR GEOPOLITICAL CONTEXT

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*Prosumer/Mainstream
IN CHINA, FOR EXAMPLE, PEOPLE MOST WANT COMPANIES TO “CLEAN”
THEIR EXTREMELY POLLUTED CITIES
I most value companies that are doing work in the following area
SUSTAINABILITY /
THE ENVIRONMENT
75/64

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WHEREAS IN RECESSION-BATTERED SPAIN & IRELAND, REDUCING
POVERTY & INCOME INEQUALITY IS THE #1 CONCERN
*Prosumer/Mainstream
I most value companies that are doing work in the following area
POVERTY/
INCOME INEQUALITY
47/4449/45

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*Prosumer/Mainstream
I most value companies that are doing work in the following area
IN BRAZIL & INDIA, EDUCATION NARROWLY BEAT OUT THE ENVIRONMENT AS
THE AREA IN WHICH CONSUMERS MOST WANT COMPANIES TO FOCUS
EDUCATION
29/3637/35

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GETTING CONSUMERS INVOLVED ADDS EVEN MORE VALUE
Google’s Project Sunroof helps homeowners determine whether
rooftop solar panels are a financially viable option and, if so, what
size to install
Chinese automaker BYD is introducing battery‐powered buses that
can go a full day without charging—giving commuters a more
environmentally friendly way to get to and from work

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A PURPOSE-DRIVEN CEO DEFINES A FIRM’S CORE VALUES
Who/what defines a brand’s core assets (what it is and what it stands for)?

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THE CEO NOW SERVES AS A ROLE MODEL BOTH WITHIN AND OUTSIDE
THE COMPANY
How important is it for a company’s CEO to do each of the following?

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A NEW BREED OF CORPORATE ICON

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- ONCE AN ACT OF CHARITY, CONTRIBUTING TO THE COMMON GOOD IS NOW A CORE ATTRIBUTE
OF SUCCESSFUL BUSINESSES
- A PURPOSE BEYOND PROFIT PROVIDES A VALUABLE EDGE AT A TIME WHEN ORGANIZATIONS
ARE SCRAMBLING TO COMPETE FOR THE VERY BEST TALENT
- DONE RIGHT, A CAREFULLY CHOSEN AND CLEARLY COMMUNICATED CORPORATE PURPOSE WILL
ELEVATE THE FORTUNES OF BOTH THE BUSINESS AND ITS INDIVIDUAL BRANDS
A PURPOSE BEYOND PROFIT IS GOOD FOR BUSINESS—AND A RELIABLE
PATH TO “SUPERBRAND” STATUS

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THANK YOU

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To find out how Havas Worldwide can help your brand, please contact:
Matt Weiss
Global Chief Marketing Officer
T +1 212 886 2043
E matt.weiss@havasww.com
For media inquiries, please contact:
Yvonne Bond
Global Communications Director
M +1 646 643 8824
E yvonne.bond@havasww.com