McCann Worldgroup 1 Presented by: Mary-Kay Harrity 05.06.11 McCann Worldgroup 2 The Yankelovich MONITOR Paints a broad outline of the marketplace Identifies “universal” demands and unmet marketplace needs that apply to brand-specific issues McCann Worldgroup 3 METHODOLOGY • Ages 16+ • Nationally projectable • Fielding 1: Macro trend analysis • 3,998 respondents • Fieldings 2-4:Tracking key measures and deep dives into Finances & Spending, Multicultural, Health & Wellness and Sustainability • 2,500 respondents each McCann Worldgroup 4 Conventional Wisdom Upended Divergence and Consensus In Search of Fairness The Future Will Be Social McCann Worldgroup 7 CONVENTIONAL WISDOM UPENDED Economic hardship is only one catalyst at work; many rules seem designed for a different era McCann Worldgroup 8 CONVENTIONAL WISDOM UPENDED Children not required 41 percent of Americans say having children is very important for a successful marriage, compared to 65 percent in 1990 (Pew Research Center, 2007) McCann Worldgroup 9 CONVENTIONAL WISDOM UPENDED (Among 30-44) Share of husbands whose wives’ income tops theirs 1970 4% 2007 22% (Among 30-44) Among married women, which spouse has more education? 1970 2007 28% 19% 52% 53% 20% 28% Husband Same Wife Notes: Includes only native-born 30-44 year-olds. Source: Pew Center and Decennial Censuses and 2007 American Community Survey (ACS) Integrated Public Use Micro Samples (IPUMS) McCann Worldgroup 10 CONVENTIONAL WISDOM UPENDED Working dads feeling work-life conflict more than working moms Percentage reporting work-life conflict Men Women 1977 35% 41% 2008 59% 45% Among dual-earner families with child(ren) under 18 Source: Families and Work Institute, National Study of the Changing Workforce, 2008 McCann Worldgroup 11 CONVENTIONAL WISDOM UPENDED Stay-at-home dads Fathers with working spouses who stay home to care for family: 2002: 105,000 2006: 159,000 (Census) “But that's only part of the picture, says Aaron Rochlen, an associate professor at the University of Texas at Austin. Rochlen, who studies gender roles and psychology, says many dads with working wives try to work part time or consider themselves ‘consultants.’ But many are, in fact, the primary caregivers to their children. By that expanded definition, he says, there are about 2 million at-home dads. That number has also likely risen during the recession because about 70 percent of the lost jobs affected men.” (“Stay-At-Home Dads Grapple With Going Back To Work,” NPR, 03.24.10) McCann Worldgroup 12 CONVENTIONAL WISDOM UPENDED Structural unemployment now our problem “In the United States, unemployment has typically been a relatively brief affair. The vast majority of people who lost jobs soon found new work…the latest figures indicate that 46 percent of Americans classified as unemployed – meaning they are out of work and seeking a job – have been unemployed for at least six months. That is nearly twice the previous post-World War II high, set in 1983.” (“When Being Out of Work Becomes a Chronic Condition,” The New York Times, 07.16.10) McCann Worldgroup 13 CONVENTIONAL WISDOM UPENDED Challenging the ROI of college “Of the top 30 jobs projected to grow at the fastest rate over the next decade, only 7 typically require a bachelor’s degree according to the BLS…among the top 10 growing categories, two require college degrees: accounting (a bachelor’s) and postsecondary teachers (a doctorate). But this growth is expected to be dwarfed by the need for registered nurses, home health aides, customer service representatives, and store clerks.” (“What’s the Key to Success in the United States?”, The New York Times, 05.14.10) McCann Worldgroup 14 CONVENTIONAL WISDOM UPENDED This is not your father’s recession “Consumers are returning to the marketplace in ways that defy simplistic conventional wisdom…Prioritization has replaced accumulation as consumer’s primary shopping style…consumers do not have the financial wherewithal they used to have, but they have not given up their aspirations to the good life…most of their expenditures are fixed, so there is no financial adjustment that can free up significant additional funds…prioritization is the only financial strategy that can simultaneously enable consumers to spend to stay afloat.” (“First Things First,” The Futures Company Finance and Spending View, 05.27.10) McCann Worldgroup 15 CONVENTIONAL WISDOM UPENDED Not frugality or indulgence – but both “ Americans are broke – and depressed – and also swilling $3 lattes and waiting in line for iPhones. Welcome to the schizophrenic economy “ (“The New Abnormal,” Business Week. 07.29.10) 68% Today Agree: “Sometimes I just need to treat myself to something nice/fun even if I have to tighten up my budget in other places” (Yankelovich MONITOR 2010 Finances & Spending Lens) McCann Worldgroup 16 CONVENTIONAL WISDOM UPENDED Store brands lead; national brands follow? 54 percent of consumers say “I prefer name brands,” compared to 46 percent who say “I prefer store brands” (Yankelovich MONITOR 2010 Finances & Spending Lens) McCann Worldgroup 17 THINKING AHEAD • Expect to have to update assumptions about ‘the household’ and ‘the family’ on an ongoing basis • Stay alert to clients’ competition coming from outside – as well as inside – of category as consumers prioritize spending – Meaningful innovation is a key route to getting onto the ‘priority list’ today • Expect consumers to spend on favored ‘indulgences’ – but carefully within budget • Expect clients’ brands to need extra efforts to ‘woo back’ defectors to private label, even as the economy improves McCann Worldgroup 18 Conventional Wisdom Upended Divergence and Consensus In Search of Fairness The Future Will Be Social McCann Worldgroup 19 DIVERGENCE AND CONSENSUS In a divergent marketplace, it’s too easy to lose sight of the views people share McCann Worldgroup 20 DIVERGENCE AND CONSENSUS Divergence A matter of diversity A matter of splintering Consensus • Not about unanimity • A subjective approach to identifying the commonalities that create shared experiences McCann Worldgroup 21 DIVERGENCE AND CONSENSUS Divergence: A diverse population Household Diversity Religious Diversity Non-traditional households have overtaken “married with children”* “The US is on the verge of becoming a minority Protestant country”** Gender Identity Racial Diversity Lesbian, Gay, bisexual or transgender individuals estimated at 6.6% 18+*** 5.3MM people reported to be of at least two races**** * ** *** **** Source: U.S. Census Bureau, Current Population Survey, 2008 Annual Social and Economic Supplement, Internet Release January 2009 Source: AFP reporting on the Pew Forum on Religion and Public Life. Study, 02.25,08 Source: The U.S. Gay and Lesbian Market, 2008, Packaged Facts and Witeck-Combs Communications Source: U.S. Census Bureau, Population Division, Annual Estimates of the Resident Population by Sex, Race, and Hispanic Origin for the United States: April 1, 2000 to July 1, 2009 (NC-EST2009-03). Release Date June, 2010 McCann Worldgroup 22 DIVERGENCE AND CONSENSUS Divergence: A splintered marketplace Political Ideology Media Cocoons “People surround themselves with what they like, so they only read the news they like” Broadband Divide The “Creative Class” According to the FCC, between 14 and 24 million Americans still lack access to broadband A new social class of knowledge workers, intellectuals, and artists driving growth by creating new ideas, new technology, new creative content The Employed and The Unemployed A two-track economy (zeropointinformation.com) McCann Worldgroup 23 DIVERGENCE AND CONSENSUS Consensus: The future will look different 66% 68% 65% 63% Agree “The recession will change our nation forever” Agree “I’ll never spend my money as freely as before the recession” 2009 Today 2009 Today McCann Worldgroup 24 DIVERGENCE AND CONSENSUS Consensus: Not expecting to ‘settle’ Quality is no less important to me today than it has been in the past 76% Today (Yankelovich MONITOR – Finances & Spending Lens 2010) 25 McCann Worldgroup DIVERGENCE AND CONSENSUS Consensus: Time for a world view 75% 66% Agree “In order to be successful in today’s world, young people must have an awareness of cultures outside the US” Agree “I appreciate the influence other cultures are having on the American way of life” Today Today McCann Worldgroup 26 DIVERGENCE AND CONSENSUS Consensus: Control’s the goal, but it’s still elusive 70% 71% 66% Say being in control of your life is a sign of success and accomplishment Say managing stress is important to them in their personal life today 8-10 on a 10pt. scale where 10 is definitely a sign of success, accomplishment and 0 is definitely not a sign of success, accomplishment 6-7 on a 7pt. scale where 7 is extremely important and 1 is not at all important Agree “No matter how hard I try, I never seem to have enough time to do all the things I need to do” Today Today Today McCann Worldgroup 27 DIVERGENCE AND CONSENSUS Consensus: Health is high on consumers’ radar 84% 62% Agree “I’m trying to take better care of my health today than just a few years ago” Agree “Everyone pays the price when an individual leads an unhealthy lifestyle” (2010 US MONITOR Health & Wellness Lens) (2010 US MONITOR Health & Wellness Lens) Today Today McCann Worldgroup 28 DIVERGENCE AND CONSENSUS Consensus: But getting healthy remains a challenge 68% 70% 71% Agree “There are more health risks in society today than ever before” Agree “There is so much information about nutrition these days that it is confusing to know what you should and should not eat” Agree “I wish grocery stores would make it easier to determine what foods are healthier than others” Today (2010 Global Monitor, US sample) Today Today (2010 US MONITOR Health & Wellness Lens) McCann Worldgroup 29 DIVERGENCE AND CONSENSUS Consensus: Essentials – old and new 71% 63% 65% Say finding enough time for family and friends is important to them in their personal life today Behaviors you do regularly: Stay mentally active by challenging yourself with puzzles, books, hobbies or interesting work Agree “I could not get by without the Internet” Today Today Today (Yankelovich MONITOR 2010 Finances & Spending Lens) 6-7 on a 7pt. scale where 7 is extremely important and 1 is not at all important McCann Worldgroup 30 THINKING AHEAD • Anticipate continuing pressure from consumers’ determined to get what suits them best as an individual • …and help clients plan for more subgroups looking for recognition in the marketplace • Expect consumers to continue to value control • …and value information and resources that help them move ‘seamlessly’ through the demands of everyday life • Expect consumers to look for and appreciate health guidance/information that is easily understandable and easily useable • Explore new options for helping clients leverage consumers’ attraction to a ‘global experience’ McCann Worldgroup 31 Conventional Wisdom Upended Divergence and Consensus In Search of Fairness The Future Will Be Social McCann Worldgroup 32 IN SEARCH OF FAIRNESS Economy in free fall; Wall Street melts down Consumer confidence plummets to all time low 10.28.08 Foreclosure frenzy Rising cost of food, gas, energy 2008, 2009 Health benefits in jeopardy McCann Worldgroup 34 IN SEARCH OF FAIRNESS The reality… Consumers believed… 2008, 2009 Responsibility Economy in free fall; Wall Street melts down • That most institutions were taken by surprise Consumer confidence plummets to all time low 10.28.08 • That most institutions had their best interests at heart Foreclosure frenzy • That the pain was shared Rising cost of food, gas, energy Health benefits in jeopardy McCann Worldgroup 35 IN SEARCH OF FAIRNESS 2008, 2009 Responsibility Anxiety, hope, patience Bailing out the biggies in good faith Owning our problems Minimizing risk, considering consequences Embracing self-reliance Living within means, not above… or below Brightsiding Rebuilding outward slowly McCann Worldgroup 36 IN SEARCH OF FAIRNESS Self-reliance efforts and rewards resonate more 64% 70% 2009 Today Better increase your chance of succeeding in today’s world by: “Becoming as self-reliant as possible” (over “seeking the help and guidance of professionals”) (2010 Global Monitor, US Sample) McCann Worldgroup 37 IN SEARCH OF FAIRNESS Adjusting to new financial realities continues 56% 67% 46% Relate more to “saving for the future” than to “spending on something I want or need today” Using your credit card less and instead using other methods of payments like cash or a debit card 2009 Today Today McCann Worldgroup 38 IN SEARCH OF FAIRNESS Getting help in adjusting to new financial realities “Coming soon: credit and debit cards that cut you off when you disregard your own monthly budget. The service, called inControl and already in use by some Barclaycard holders in Britain, is a sort of financial chastity belt that offers the potential to prevent a variety of budget sins and other money traps. Worried about your restaurant habit? If your bank adopts MasterCard’s service, you could tell it to have your debit or credit card reject any restaurant purchase above whatever monthly cap you set … When introduction begins in a few months, it will include only alerts for credit card customers; letting people set their own spending limits will presumably come later … Changing behavior, in the end, is the biggest challenge … MasterCard seems to have made it possible for your bank to become a partner in your self-improvement instead of an enabler of your misdeeds.” (“Your Card Has Been Declined, Juts as You Wanted,” The New York Times, 08.14.10) McCann Worldgroup 39 IN SEARCH OF FAIRNESS A still-slow economy …and stubborn unemployment Breaches of faith all around – from CEO’s to Congress, from Hollywood to the hardwood Too many corporate abuses Today Frustration with lack of progress Our assumptions were wrong McCann Worldgroup 40 IN SEARCH OF FAIRNESS The reality… A still-slow economy …and stubborn unemployment Breaches of faith all around – from CEO’s to Congress, from Hollywood to the hardwood Too many corporate abuses Frustration with lack of progress Our assumptions were wrong Consumers wonder… Today Stunned and • Was I conned? outraged by • Where are all the the audacity consequences for others? of betrayal... • Were lessons learned or is it back to business-asusual? • Does anyone know what they are doing? …in search of fairness • Where is the end to my crisis fatigue? McCann Worldgroup 42 IN SEARCH OF FAIRNESS What do we mean by fairness? A way of acting or treating others Treating like cases alike If there is a hierarchy… – Levels need to be overt; criteria need to be public – Same criteria for everyone at that level – No favoritism McCann Worldgroup 43 IN SEARCH OF FAIRNESS “Even kids know it’s wrong to treat new friends better than old friends. At Ally Bank, we treat all our customers fairly. With no teaser rates, and no minimum deposits. It’s just the right thing to do.” (Ally Bank TV commercial) McCann Worldgroup 44 IN SEARCH OF FAIRNESS Trends driving fairness Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Questioning social responsibility efforts McCann Worldgroup 45 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Social responsibility 2.0 84% 79% 2009 Today Agree “Business is too concerned with profits and not enough with public responsibility” 64% 67% 2009 Today Agree “If the opportunity arises, most businesses will take advantage of the public if they feel they are not likely to be found out” 65% 70% 2006 Today Agree “Businesses care more about selling me products and services that already exist rather than coming up with something that really fits my lifestyle” McCann Worldgroup 46 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Social responsibility 2.0 63% 28% 35% Agree “I am increasingly skeptical of the claims made by brands on packaging and advertisements” Agree “I don’t believe the claims made by environmentally friendly products” (2010 Global Monitor, US sample) (2010 Global Monitor, US sample) Today 2009 Today McCann Worldgroup 47 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks 52% 53% 43% 2008 2009 Today Agree “If Americans turn out to be less well off in the future than they have been in the past, they may actually be happier because of it” Social responsibility 2.0 McCann Worldgroup 48 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Social responsibility 2.0 58% 54% 50% 2008 2009 Today Agree “I’ve got all the material things I need” (2010 Global Monitor, US sample) 38% 34% 41% 2008 2009 Today Agree “When I buy any product, its style and design is as important to me as its performance” (2010 Global Monitor, US sample) 44% Today Of those working ft/pt agree “the recession has made my job/career less rewarding” (Yankelovich MONITOR 2010 Finances & Spending Lens) McCann Worldgroup 49 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Social responsibility 2.0 • Slowly building outward calls on ME to ensure the foundation is OK • Lack of fairness triggers selfdefense instincts… • And gets competitive juices flowing McCann Worldgroup 50 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged 55% 56% 61% 67% 2007 2008 2009 Today A new focus on self Agree “I work hard at coming out on top in every situation — from the least important to the most important” Burrowing deeper into safer networks 53% 49% 47% Emotional and material privation Social responsibility 2.0 2008 2009 Today Agree “There is a sense of community where I live” (2010 Global Monitor, US sample) 53% 50% 47% 2008 2009 Today Agree “We should do what is good for the planet even if it harms the U.S. economy” McCann Worldgroup 51 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks • More intense scrutiny of all connections: My personal relationships; my community; my brands; my networks • The word of the year? “Unfriend” Social responsibility 2.0 McCann Worldgroup 52 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Social responsibility 2.0 53% 59% 2009 Today (Among those using social networking sites at least weekly) Agree “I am concerned that the information I put on social networking sites will be misused by others” (2010 Global Monitor, US sample) 45% 43% 51% 2008 2009 Today Agree “I am enthusiastic about new technology that can enable me to find and interact with like-minded people” (2010 Global Monitor, US sample) McCann Worldgroup 53 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Social responsibility 2.0 • Belief in the power to make a difference through the marketplace continues • But consumers feeling distanced from social responsibility efforts – A cluttered and crowded arena; less a competitive advantage, more a price of entry – A matter of relevance:Your cause may not be my cause – A more sophisticated perspective McCann Worldgroup 54 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Social responsibility 2.0 69% 68% 69% 2008 2009 Today Agree “I feel that I can make a difference to the world around me through the choices I make and the actions I take” (2010 Global MONITOR, US sample) 64% Today Agree “Most companies only make claims about their socially responsible efforts to try to sell me more of their products” (2010 Global MONITOR, US sample) McCann Worldgroup 55 IN SEARCH OF FAIRNESS Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Social responsibility 2.0 63% 65% 71% 63% 2007 2008 2009 Today Agree “When a company donates to or does something for my school or community, I think it’s only right that my family and I try to buy things from that company as often as possible” Agree more with: “In terms of making a real difference in the world, it doesn’t matter which companies I choose to do business with” “By choosing to do business with companies that are more socially responsible, I can make a real difference in this world” 23% 32% 2009 Today 75% 66% 2009 Today McCann Worldgroup 56 THINKING AHEAD • Anticipate consumers holding clients to the new criterion of ‘fairness’ • Elevate transparency from an option to a mandate • Expect that consumers will need ‘proof’ in the form of products, service, messaging that are truly meaningful in order to engage with brand • Explore new opportunities for clients to help consumers deal with feelings of ‘emotional deprivation’ – Rouse a sense of feeling “alive” – Redesign the everyday and make ordinary experiences special – Provide opportunities for occasional spontaneity and escape routes – Deliver energy boosts – physical and emotional McCann Worldgroup 57 Conventional Wisdom Upended Divergence and Consensus In Search of Fairness The Future Will Be Social McCann Worldgroup 58 THE FUTURE WILL BE SOCIAL With people more and more deeply embedded in narrowly drawn networks, the importance of social influences is accelerating and leading to an elemental change in the character of the marketplace McCann Worldgroup 59 THE FUTURE WILL BE SOCIAL Top 10 sectors by share of internet time Rank Category Share of Time June 2010 Share of Time June 2009 % Change in Share of Time 1 Social Networks 22.7% 15.8% 43% 2 Online Games 10.2% 9.3% 10% 3 E-mail 8.3% 11.5% -28% 4 Portals 4.4% 5.5% -19% 5 Instant Messaging 4.0% 4.7% -15% 6 Videos/Movies 3.9% 3.5% 12% 7 Search 3.5% 3.4% 1% 8 Software Manufacturers 3.3% 3.3% 0% 9 Multi-category Entertainment 2.8% 3.0% -7% 10 Classifieds/Auctions 2.7% 2.7% -2% Source: The Nielsen Company. McCann Worldgroup 60 THE FUTURE WILL BE SOCIAL Social influences: From background to foreground The future… Context Top Down • Controlled by authority • Edited • Limited access Access • Still controlled by authority • More open • More democratized access Collaboration • Participatory • Customization • Universal access • Specialized, tailored, filtered • Vetting info through close personal connections • Social stream* *“Information is becoming less of a destination that we seek online. Instead we are expecting it to come to us in a social stream.” (Anthony Rotolo, assistant professor in the School of Social Information at Syracuse University) McCann Worldgroup 61 THE FUTURE WILL BE SOCIAL A ‘push back’ developing? 54% 50% Have ever “friend-ed” or “become a fan” of a brand or company on a social networking site (like facebook and Twitter)* Agree “I am greatly annoyed with the amount of advertising and branded pages on social networking sites (like facebook and Twitter”)* Today Today Millennials Xers Boomers Matures 64% 59% 42% 33% Millennials Xers Boomers Matures 64% 49% 38% 42% *Among those who visit social networking sites McCann Worldgroup 62 THINKING AHEAD • Expect the imperative to be creating ways that clients are invited into consumers’ conversation about life – without organizing the conversation around brand • Expect the balance of power to continue shifting in the direction of ‘consumer-mediated’ brand messages • Plan for new and innovative ways to target social networks – rather than collections of individuals • Prepare for greater sensitivity to too much connection – and more pushback on perceived brand ‘intrusions’ McCann Worldgroup 63 DEMANDS ON BRANDS Build a bond of faith by helping clients be a brand with soul Brands with soul… • Convey humanity • Manifest an “organic” goodness • Never do harm • Have a face/voice that is real to people • Have a values core that is steadfast and nurtured • Stay constant in bad times, as well as good times McCann Worldgroup 64 Be a brand with soul McCann Worldgroup 65 Thank you! For questions please contact: Mary-Kay Harrity SVP/East Region 203-229-0239 Mary-Kay.Harrity@thefuturescompany.com Amy Pleasant Account Executive 352-333-0233 Amy.Pleasant@thefuturescompany.com McCann Worldgroup 66
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