1. Frenchman, Frenchwoman etc.
2012/2013 Trends
illustrated through regional and local press
Private & Confidential © 2011 1

2. 2011- 2012
From “Deal with” to “Do for”
When 2011 was the year of finding new ways to deal
with the crisis,
2012 rimes with people reaction of tending to do for
themselves and others.
Private & Confidential © 2011 2

3. Refocusing on social and territorial close circles
Driven by a lack of trust, this new trend
is carried by :
+ invididual optimism (when we
usually talk about French collective
pessimism)
+ the will to act for oneself, with, and
in the middle of its communities.
Since they can’t trust politics or brands, people
live off their own back.
Private & Confidential © 2011 3

4. This new positive move leads to 13 phenomenons
« Live» the crisis Les nouvelles résiliences
1. The boiling pot 1. Gamble on oneself
2. « Cultivate our garden » 2. Me, myself and I
3. Us people 3. Our plurial lives
Earn less, live better The self quest against
outside
1. Consumer degree
2. Collaborative consumption 1. Sweet, slow life !
3. Econology 2. Info-chaos
4. The simplicity come back 3. Avatars and identities
Private & Confidential © 2011 4

5. Part one :
“Live” the crisis
A pessimism record-breaking due to :
• Mass bad news
• Mistrust towards powers and institutions
Private & Confidential © 2011 5

6. The Boiling pot
+ Indignations,claimings, lack
of trust towards collective
action, but not local politics.
86% of French People trust regional council , when
76% mistrust politics + People feel their vote matters.
Private & Confidential © 2011 6

7. The Boiling pot
+ Before 2012/
Collective meeting and politics to
change things
+ 2012/
Waiting for a meaningful change
+ The quote/
“When national democracy weakens ,
the local one strenghtens.”
+ Symbol/
The Indignados
Private & Confidential © 2011 7

8. “Cultivate our garden”*
+ State
and collective actions
won’t change the world, we
remain to ourselves.
+ Through individual optimism,
we promote happiness
through simple things.
+ Thenew French is both
hedonist and pragmatic.
8/10 is the average mark given by Frenchpeople to their lives
Private & Confidential © 2011 8
*Quote from a referent French novel : Candide, written by Voltaire

9. “Cultivate our garden”
+ Before 2012/
Incertitude anxiety
+ 2012/
Incertitude as a norm
+ The quote/
“Everything is a mess, let’s be happy”
+ Symbol/
The Lol Project, Free Hugs…
Private & Confidential © 2011 9
*Quote from a referent French novel : Candide, written by Voltaire

10. Us People
+ Shared and simple happiness
+ We reinvest into solidarity,
help, fraternity… in our
69% give their trust to people they know
closeness.
Private & Confidential © 2011 10

11. Us people
+ Before 2012/
Competitive individualism
+ 2012/
Benevolent egotism
+ The quote/
“Still thinking through themselves, people
remain less selfish.”
+ Symbol/
Intouchables. A french movie about a
disabled helped by a suburban recidivist.
Private & Confidential © 2011 11

12. Part two :
New resiliencies
People self-focus in response to the lack of trust :
• Individual initiative appears as the only way to go
through
Private & Confidential © 2011 12

13. Drawing your own path
+ Searching and valorising
individual adventure
+ Being selfsufficient and
creating your own path :
fleeing inaction and waiting
for a change coming from
outside.
+ They
tend to gamble more and
360 000 companies created in 2010, when 170 000 in 2008.
more.
Private & Confidential © 2011 13

14. Drawing your own way
+ Before 2012/
“Helped job”
+ 2012/
Owner-manager status
+ The quote/
“Gambling, for better or worse, but at least
trying.”
+ Symbol/
Statement of skills
Private & Confidential © 2011 14

15. Me, myself and I
+ Self
affirmation through
statuses and behaviours
+ Frenchpeople emancipate
themselves by exposing our
personal identities, far away
from classes belonging.
+ Oneselfas a brand : origin,
More than 7 people over 10 publish their pictures, interests,
job, hobbies, tastes, opinions
videos…
Private & Confidential © 2011 15

16. Me, myself and I
+ Before 2012/
Social status
+ 2012/
Personal branding
+ The quote/
“I is another.”
+ Symbol/
The Klout.
Private & Confidential © 2011 16

17. Our plural lives
+ Breaking traditional, life
styles.
+ End of the “unic and stable
life” : one employee, one
partner… We live different
lives at the same time.
+ Life
is about recompositions
and reinventions : hedonist
individualism also means
11% of reconstituted families in 2010, plural lives.
when 8% in 2008
Private & Confidential © 2011 17

18. Our plural lives
+ Before 2012/
One life, one way to built it.
+ 2012/
Multiple lives, different ways to live it.
+ The quote/
“By taking more personal choices, people
redefine conjugal life and multiply
experiences.”
+ Symbol/
Gleeden.com
Private & Confidential © 2011 18

19. Part three :
Earn less, live better
To face crisis, people :
• rationalize their budget,
• try to consume strategically, according to their
• value
Private & Confidential © 2011 19

20. Consumer Degree
+ End of mass consumption,
sum up to owning a product.
+ French people are expert, they
want to make the right choice,
according to what they are
and expect.
+ They criticize, they zap
brands, and discuss into
communities.
+ Good deals overhold brand
78% of French people worry about how they will monitary end the
month
affect.
Private & Confidential © 2011 20

21. Consumer degree
+ Before 2012/
Brand talking, consumer listening
+ 2012/
Good deal, consumer communities,
consumer becoming a seller.
+ The quote/
“We live in a C to C area.”
+ Symbol/
Online comparators
Private & Confidential © 2011 21

22. Cooperative consumption
+ Catch-as-catch-can system
+ Mutualhelp, getting by
together, and cooperative use
+ Renting, exchanging, sharing
your flat, your car, your stuff
among communities. We
59% have a car, when 76% 30 years ago.
27% already lived in a flatsharing
entered the “co” era.
Private & Confidential © 2011 22

23. Cooperative consumption
+ Before 2012/
Property
+ 2012/
Use
+ The quote/
“I don’t need a drill, I need a hole in my wall.”
+ Symbol/
Barter party
Private & Confidential © 2011 23

24. Econology
+ Greater part of French People
become “locavorous” : they
consume seasonal and local
fuits and vegetables, to take
part in sustainable
development.
+ Collaborative,
smart and
economical, the new
70% think that the mention « local producer » encourage the
consumption is also ethical.
purchase
Private & Confidential © 2011 24

25. Econology
+ Before 2012/
New products
+ 2012/
Local products
+ The quote/
“I stop eating peaches in March, and
starwberries in october.”
+ Symbol/
AMAP : Baskets delivered, in order helping
farming agriculture.
Private & Confidential © 2011 25

26. The “simplicity” come back
+ Less
to be better, less to be
happier.
+ Overconsumption doesn’t
match anymore with
individual happiness.
+ Glamour and bling-bling :
out ! Let’s stick to basics
73% choose home made by pleasure
Private & Confidential © 2011 26

27. The “simplicity” come back
+ Before 2012/
Performance
+ 2012/
Essential
+ The quote/
“Unknown during the XXth century, the
breadmaker is the new trendy XXIth device.”
+ Symbol/
Picnic and barbecue.
Private & Confidential © 2011 27

28. Part four :
The self quest, against outside
Speed cult is over : French now tend to detox
and finding themselves and others, again.
Private & Confidential © 2011 28

29. Sweet slow life
+ Endof Commuting – Working
–Sleeping*, we entered the
slow delight era.
+ Frenchwant to control time,
and not be urge by it anymore.
+ Time became the new claim
for happiness.
46% of French people use their mobiles during holidays
Private & Confidential © 2011 29
*Métro-Boulot-dodo

30. Sweet slow life
+ Before 2012/
Save time
+ 2012/
Take your time
+ The quote/
“Should I explain here, the biggest, the
mainest, the most useful of education rules ?
It’s not about saving time, but wasting it.”
Rousseau
+ Symbol/
The nap bars
Private & Confidential © 2011 30
*Quote from a referent French novel : Candide, written by Voltaire

31. Info-chaos
+ Now information is personnal,
fragmented. We don’t seek for
it, it comes to us… it’s
everywhere.
+ Inspite of this and the new
sharing facilities, we are very
likely to forget.
+ We, thus, tend to rationalize
and give back meaning to
information.
Today, French people have 42 contacts with a medium, when 34
in 2005
Private & Confidential © 2011 31
*Métro-Boulot-dodo

32. Info-chaos
+ Before 2012/
The TV News (everyone was watching the
same thing)
+ 2012/
Twitter
+ The quote/
“When cames the “info-obesity”, seeking for
meaning and understandibng is an urge.”
+ Symbol/
SoLoMo
Private & Confidential © 2011 32
*Quote from a referent French novel : Candide, written by Voltaire

33. Avatars and identities
+ Identity
demand is rising,
facing with speed, lack of
meaning, globalisation…
+ Strong
communities, created
through internet, but also
paradoxically localy.
+ We show our attachment to
21% of French people quote Magret de Canard national identity.
as their favorite meal
Private & Confidential © 2011 33
*Métro-Boulot-dodo

34. Avatars and identities
+ Before 2012/
Family Tree
+ 2012/
Folklore
+ The quote/
“Local places are now, besides social
networks, the new source of identity.”
+ Symbol/
Registration plate
(when department numbers have been removed from it,
people reacted very strongly and demanded keeping it.)
Private & Confidential © 2011 34
*Quote from a referent French novel : Candide, written by Voltaire

35. Image
Private & Confidential © 2011 35

36. Image and Text
Copy text here.
Private & Confidential © 2011 36