El Nuevo Consumidor
Páginas: 22 (5279 palabras)
Publicado: 4 de octubre de 2012
KNOW: The Emergence of the New Consumer
2010
1
About the Study
•
In-depth online survey conducted by Market Probe International Oct.– Nov. 2009 5,700 adults in 7 markets
Brazil n=700
China n=700
France n=700
•
•
Extensive secondary research in 2010 into trends driving the category
Japan n=700
Netherlands n=700
U.K. n=700
U.S. n=1,500
2 Introduction
• The global economic downturn hasn’t only touched our wallets
_ Around 8 in 10 consumers declare we have been experiencing not only a financial crisis but also a crisis of values and way of life
Would you say the current crisis...
U.K. Spain Germany France 0 11 12 18 25 20 40 87 87 79 74 60 80 100 120
Concerns only the economic and financial sphere Also calls into question our valuesand way of life
• The post-recession consumer is challenging society to change
_ Are brands responding to these new concerns?
Source: TNS Sofres—New Forms of Capitalism, January 2009
Image: Creative Commons, bizarrocomic.blogspot.com/2009_11_01_archive.html
Source: Euro RSCG, 2009
3
A Seismic Shift: All Maxed Out?
• Throughout 20th century, developed world saw rapid growth of aculture of hyperconsumerism
_ Shopping became less about necessities than about entertainment, pleasure, status, indulgence, and excess _ Accumulation—and personal debt—rose to levels never before seen
Image: By Margot Hoover, picasaweb.google.com/.../f17h3jtcNLCby03eCOK2og
• Even before ―Great Recession‖ that began in 2007, consumers were showing signs of unhappiness with status quo
_Movement toward more conscious—and conscientious—consumption (e.g., buying Green, Fair Trade) _ Growing allure of simplicity and a return to basics _ Pushback against financial promiscuity and mindless excess
• The recent economic downturn exacerbated these shifts, giving people a chance to step off the consumption treadmill and reassess how they are living—and spending
4
1.
Three keys tounderstanding the relationship between consumers and society in the post-crisis world
5
1.
A HIGH SENSITIVITY TO RISK
6
Economies are on the rebound, but anxiety remains high
• The past decade has brought an increasing sense of uncertainty and anxiety caused by a raft of issues, including the global downturn, financial scandals, terrorism, perceptions of government incompetence inthe face of national and international crises…
In general, I feel more anxious than I did a few years ago
54
50
62
29
57
46
77
Note: The complete data set, including Prosumer/mainstream breakouts by country, is available to employees and clients of Euro RSCG Worldwide through the Knowledge Exchange
7
What the crisis has changed is our confidence in the future, oursense of being prepared to handle whatever may come
I worry about my future or my family’s future more than I used to
57
74
65
34
49
40
65
• Signs of optimism apparent only in the Netherlands and among mainstream consumers in China—the latter explained by the relatively good health of the Chinese economy and the confidence of a country on the ascendancy (pride in 2010Expo Shanghai and other achievements)
8
Anxiety rooted not so much in today’s reality as in imagining what tomorrow might bring
• Western countries are more worried than China and Japan— buffeted by concerns over high unemployment, housing foreclosures, fluctuating costs of food, energy, and other basic needs • Even if fears turn out to be unwarranted, they are deeply seated and affectingcurrent decisions
I have become more worried about losing my job or having someone else in household lose job
43
50
52
32
40
22
28
9
Anxiety rooted not so much in today’s reality as in imagining what tomorrow might bring
• Countries accustomed to higher standards of living have more to lose • Fear of future loss adds anxiety to current purchases
I have become more...
2010
1
About the Study
•
In-depth online survey conducted by Market Probe International Oct.– Nov. 2009 5,700 adults in 7 markets
Brazil n=700
China n=700
France n=700
•
•
Extensive secondary research in 2010 into trends driving the category
Japan n=700
Netherlands n=700
U.K. n=700
U.S. n=1,500
2 Introduction
• The global economic downturn hasn’t only touched our wallets
_ Around 8 in 10 consumers declare we have been experiencing not only a financial crisis but also a crisis of values and way of life
Would you say the current crisis...
U.K. Spain Germany France 0 11 12 18 25 20 40 87 87 79 74 60 80 100 120
Concerns only the economic and financial sphere Also calls into question our valuesand way of life
• The post-recession consumer is challenging society to change
_ Are brands responding to these new concerns?
Source: TNS Sofres—New Forms of Capitalism, January 2009
Image: Creative Commons, bizarrocomic.blogspot.com/2009_11_01_archive.html
Source: Euro RSCG, 2009
3
A Seismic Shift: All Maxed Out?
• Throughout 20th century, developed world saw rapid growth of aculture of hyperconsumerism
_ Shopping became less about necessities than about entertainment, pleasure, status, indulgence, and excess _ Accumulation—and personal debt—rose to levels never before seen
Image: By Margot Hoover, picasaweb.google.com/.../f17h3jtcNLCby03eCOK2og
• Even before ―Great Recession‖ that began in 2007, consumers were showing signs of unhappiness with status quo
_Movement toward more conscious—and conscientious—consumption (e.g., buying Green, Fair Trade) _ Growing allure of simplicity and a return to basics _ Pushback against financial promiscuity and mindless excess
• The recent economic downturn exacerbated these shifts, giving people a chance to step off the consumption treadmill and reassess how they are living—and spending
4
1.
Three keys tounderstanding the relationship between consumers and society in the post-crisis world
5
1.
A HIGH SENSITIVITY TO RISK
6
Economies are on the rebound, but anxiety remains high
• The past decade has brought an increasing sense of uncertainty and anxiety caused by a raft of issues, including the global downturn, financial scandals, terrorism, perceptions of government incompetence inthe face of national and international crises…
In general, I feel more anxious than I did a few years ago
54
50
62
29
57
46
77
Note: The complete data set, including Prosumer/mainstream breakouts by country, is available to employees and clients of Euro RSCG Worldwide through the Knowledge Exchange
7
What the crisis has changed is our confidence in the future, oursense of being prepared to handle whatever may come
I worry about my future or my family’s future more than I used to
57
74
65
34
49
40
65
• Signs of optimism apparent only in the Netherlands and among mainstream consumers in China—the latter explained by the relatively good health of the Chinese economy and the confidence of a country on the ascendancy (pride in 2010Expo Shanghai and other achievements)
8
Anxiety rooted not so much in today’s reality as in imagining what tomorrow might bring
• Western countries are more worried than China and Japan— buffeted by concerns over high unemployment, housing foreclosures, fluctuating costs of food, energy, and other basic needs • Even if fears turn out to be unwarranted, they are deeply seated and affectingcurrent decisions
I have become more worried about losing my job or having someone else in household lose job
43
50
52
32
40
22
28
9
Anxiety rooted not so much in today’s reality as in imagining what tomorrow might bring
• Countries accustomed to higher standards of living have more to lose • Fear of future loss adds anxiety to current purchases
I have become more...
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