The document discusses how the financial crisis has changed consumer behavior and society. It identifies three key aspects: 1) a high sensitivity to risk and reluctance to long-term decisions, 2) widespread consumer depression and dissatisfaction with modern life, and 3) consumers wanting change and knowing they must rely on themselves. Consumers are seeking substance, simplification, responsibility and deeper relationships with brands that share their values. They want brands to have a central role in their lives while being good citizens that respect people and the environment. The crisis is an opportunity for brands to rebuild trust and influence through social media by standing out in conversations and building real dialogues.

1. LUNCH-DEBAT BMMA September 15th, 2011 Sans repères seules restent les marques

2. The society of distrust

3. A FEELING OF BEING MANIPULATED 1 BY THE INSTITUTIONS

4. A FEELING OF BEING MANIPULATED 2 BY THE FINANCIAL WORLD

5. A FEELING OF BEING MANIPULATED 3 BY THE BRANDS

6. So it is much more than a financial/economic crisis It is a crisis of value

7. 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 morale Une crise du pouvoir d’achat Une crise environnementale 37% 21% 56% 54% 6% 11% « Pour vous, cette crise est-elle avant tout… ? » Etude EuroRSCG Juillet 09 PEOPLE BELIEVE IT’S A CRISIS OF CAPITALISM EVEN MORE A CRISIS OF TODAY’S SOCIETY

8. A CRISIS FOR WHICH: ALL INSTITUTIONS ARE SEEN AS RESPONSIBLE

9. THE CRISIS HAS CHANGED CITIZEN APPROACH TO THEIR LIFE A NEW APPROACH TO THEIR LIFE

10. The consumer is changing dramatically and fast

11. 1 A HIGH SENSITIVITY TO RISK

13. CONSEQUENCE: Reluctance to engage in long-term decisions (What if I choose wrong?) Risk avoidance becomes the main driver of decisions Shift in the Codes of Trust

14. WHO WOULD YOU TRUST?

15. 2 CONSUMER DEPRESSION ECHOES SOCIETAL WOES

18. PEOPLE ARE LOOKING FOR HAPPINESS Paradox of owning more and having less Increased focus on happiness index as measure of national achievement

19. 3 CONSUMERS WANT CHANGE AND KNOW THEY CAN COUNT ONLY ON THEMSELVES

20. KNOW: The Emergence of the New Consumer RECESSION IS AN OPPORTUNITY TO STEP BACK AND RETHINK

21. IT’S UP TO ME NOW TO MAKE CHANGE HAPPEN 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 44/31 52 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 61/49 67 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 36/26 38 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 44/37 54 61 64 37 51 72 38

22. WILL CONSUMPTION BE THE NEW VOTING?

23. 1. A HIGH SENSITIVITY TO RISK 2. CONSUMER DEPRESSION ECHOES SOCIETAL WOES 3. CONSUMERS WANT CHANGE AND KNOW THEY CAN COUNT ONLY ON THEMSELVES THREE KEYS TO UNDERSTANDING THE RELATIONSHIP BETWEEN CONSUMERS AND SOCIETY IN THE POST-CRISIS WORLD

24. Consumption and brands are impacted by the change

25. THE NEW APPROACH TO CONCUMPTION R EAL R IGHTSIZING R ESPONSIBILITY R ELATIONS ᴙ

26. REAL ᴙ LOOKING FOR SUBSTANCE More meaning More substance More purpose

27. REAL ᴙ SEEKING A RETURN TO “REAL”…

28. REAL ᴙ … AS SYMBOLIZED BY THE SLOW FOOD AND SLOW TRAVEL MOVEMENTS

29. RIGHTSIZING ᴙ NOTHING LESS, NOTHING MORE ! “ There are two ways to get enough: One is to continue to accumulate more and more. The other is to desire less.” —G. K. Chesterton

30. RIGHTSIZING ᴙ A MOVE TOWARD “INTELLIGENT SIMPLIFICATION” Prosumers 65% I’d rather just have the functions I really need Mainstream 69% 58/67 68/67 79/78 72/73 56/67 82/81 48/50 66 67 78 73 65 81 50

31. RESPONSIBILITY ᴙ CONSUMERS HAVE GROWN UP

32. RESPONSIBILITY ᴙ Do I really need this? Can I wait until it’s on sale? Could I find it cheaper somewhere else or on eBay? Is it of solid, good quality? Will it last a long time? Can I afford it? Will I really get pleasure from buying this brand/ spending this money? THEY’RE MOVING BEYOND IMMEDIATE GRATIFICATION…

33. RESPONSIBILITY ᴙ MORE ATTENTION PAID AT RETAIL Prosumers 62% I am more interested today in how and where products are made global total=51% Mainstream 48% 66/52 66/59 72/58 45/31 49/39 74/56 58/36 54 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 75/65 80 70 70 62 72 73 67

34. RELATIONS ᴙ THE NEED TO CONNECT

35. RELATIONS ᴙ SEEKING A DEEPER 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 35/16 56 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 64/52 59 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 39/21 57 70 47 36 46 58 24

36. RELATIONS ᴙ … AND WITH PRODUCERS: THE GROWING ALLURE OF LOCAL Prosumers 52% It is important to me to buy locally produced goods Mainstream 44% 63/48 40/42 65/56 36/23 53/43 44/34 59/55 51 42 58 25 45 36 55 Prosumers 63% It makes me feel good to support local producers, artisans, and manufacturers Mainstream 55% 76/67 66/68 66/55 54/38 74/63 48/39 46/43 69 68 57 41 65 41 44

37. THE NEW APPROACH TO CONCUMPTION R EAL R IGHTSIZING R ESPONSIBILITY R ELATIONS ᴙ

38. The big paradox brands which symbolise consumerism are the new references

39. IN THE WORLD OF DEFIANCE , BRANDS CAN CARRY HOPE

40. IN AN AGEING SOCIETY, THEY EMBODY YOUTH

41. IN A WORLD WHERE TODAY IS A FIGHT, THEY WRITE OUR TOMORROWS

42. WHEN FINANCIAL INSTITUTIONS ARE AT THE HEART OF DISTRUST, THEY CAN RECREATE CONFIDENCE

44. THEY CAN BUILT A CITY

45. OR HELP REBUILD THEM

46. SMARTLY 

47. THE NEW SOURCE OF GROWTH

48. THE ULTIMATE WORLD INFLUANCER

49. With the social media as the new agora brands have new imperatives to succeed

50. 1 SOMETHING CENTRAL IN PEOPLES’ LIVES

54. 2 RE-OWN THE SPACE/TIME DIMENSION OF CONSUMER

55. TO DELIVER ENGAGING BRAND/CONTENT DRIVEN EXPERIENCE

56. 3 STAND OUT IN THE SOCIAL CONVERSATION

58. 4 BUILD A REAL DIALOGUE WITH THEIR CONSUMERS AND COMMUNITIES

60. 5 BRANDS NEED TO BEHAVE LIKE PROPER CITIZEN

61. THE LOCAL ROOT

62. LOOKING AFTER THE PLANET

63. RESPECTING PEOPLE

64. A new role for the agencies

65. ADVERTISING IS DEAD

66. THE CREATIVE BUSINESS IDEA

67. CREATIVE BUSINESS IDEA Transformational Changes business strategies Drive profitable growth

68. CREATIVE BUSINESS IDEA From « the Alps » to « youth » From « luggage » to « travel » From « rail » to « leisure »

69. Changing agency remuneration model From commission and time spent To Contribution to value « Because we’re really worth it »! CREATIVE BUSINESS IDEA

70. Thank you