SpendShift INC500 10.2

JOHNGERZEMA.
COM
TWITTER/@JOHNGERZEMA
2 Copyright 2010, John Gerzema/Young & Rubicam
WE EXAMINED 18 YEARS OF DATA FROM
BRAND ASSET VALUATOR®
WORLD’S LARGEST 50,000 BRANDS QUARTERLY U.S. PANEL

DATABASE OF BRANDS OF 16,000
275 STUDIES RESPONDENTS
OVER 800,000
CONSUMERS ACROSS 51 COUNTRIES $ 130 MILLON INVESTED

TO SUPPLEMENT OUR DATA, WE TRAVELED
ACROSS AMERICA
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WE ARE MOVING FROM MINDLESS
TO MINDFUL CONSUMPTION

THE SPEND SHIFT IS THE MAJORITY OF AMERICA
THE SPEND SHIFT IS

A CONSUMER LED
MOVEMENT TO
PROMOTE VALUES
54.5%
THROUGH THE POWER
OF CONSUMPTION
113.4 MILLION PEOPLE
6 Total US population estimate age 22+ / 208 million people Another 26.6% exhibit similar beliefs and behaviors (55.4 Million people) Copyright 2010, John Gerzema/Young & Rubicam
THE SPEND SHIFT SUGGESTS WE’RE
MORE ALIKE THAN DIFFERENT

SPEND SHIFTERS THROUGHOUT THE WORLD
Source: BrandAsset ® Valuator’ international values segmentation

8 — 4-C’s (Cross-Cultural-Consumer-Characterization) Copyright 2010, John Gerzema/Young & Rubicam
FOR 80% OF AMERICANS, THIS IS A RECESSION
LIKE NO OTHER

TRUST DECLINE ACROSS INDUSTRIES 2005 TO 2010

NEW PRIORITIES IN EXPECTATIONS FOR
COMPANIES AND BRANDS

THE ROLE OF CONSUMERISM IN THE
AMERICAN DREAM IS CHANGING
“I FIND THE MORE I HAVE THE

MORE I WANT.”
DISAGREE

AND THE ECONOMIC PAIN HAS LEAD US TO
RECONSIDER OUR VALUES AND OUR PRIORITIES
“MONEY IS THE BEST MEASURE

OF SUCCESS.”
77.9%
87.5%
DISAGREE

OUR SHIFTING CONCEPTS OF NECESSITY
SHIFTING CONCEPTS OF NECESSITY

50
40
PREFERENCE (WANT)
PERCENTAGE
30
20
USAGE (NEED)
10
0
1993 1997 2001 2005 2008 2009

PEOPLE WERE ADJUSTING THEIR LIFESTYLES EVEN
BEFORE THE CRISIS HIT

THIS IS NOT A “NEW NORMAL,” BUT A RETURN
TO NORMAL
16 Source: Board of Governors of the Federal Reserve System Copyright 2010, John Gerzema/Young & Rubicam
SPEND SHIFT NO. 1
THE NEW AMERICAN FRONTIER
OPTIMISM RESILIENCY OPPORTUNITY

PEOPLE ARE MORE HOPEFUL AND OPPORTUNISTIC
“SINCE THE RECESSION I’M ACTUALLY

MORE CAPABLE OF STARTING MY OWN
BUSINESS.”
48.0%
60.0%
AGREE

AND MANY ARE MOVING FROM INDUSTRIAL TO
INDUSTRIOUS THINKING
“THERE IS A GREATER OPPORTUNITY

FOR INDIVIDUAL BUSINESSES TO COMPETE WITH
LARGE COMPANIES THAN THERE USED TO BE.”
39.0%
53.0%
AGREE

CHARLES SOREL
OWNER/RACONTEUR:
LE PETIT ZINC
DETROIT

TORYA BLANCHARD
OWNER:
GOOD GIRLS GO TO PARIS
DETROIT

PATRICK CROUCH
PROGRAM MANAGER:
EARTHWORKS FARMS
DETROIT

PAUL SAVAGE
CEO/RENEWABLE
ENERGY PUSHER:
NEXTEK POWER SYSTEMS
DETROIT

SPEND SHIFT NO. 2
DON'T FENCE ME IN
RETOOLING EDUCATION BETTERMENT

PEOPLE ARE MORE SELF-RELIANT AND RESOURCEFUL
“SINCE THE RECESSION I AM INTERESTED IN

LEARNING NEW SKILLS, SO I CAN DO MORE
MYSELF AND RELY LESS ON OTHERS.”
64.7%
80.3%
AGREE

PEOPLE ARE IN-SOURCING AS WELL AS “UN-CONSUMING”
“THESE DAYS, I FEEL MORE IN CONTROL

WHEN I DO THINGS MYSELF INSTEAD OF RELYING
ON OTHERS TO DO THEM FOR ME.”
84.1%
92.5%
AGREE

LESLIE HALLECK
FOUNDER:
NORTH HAVEN FARMS
DALLAS

MIRIAM RODRIGUEZ
LIBRARIAN:
PUBLIC LIBRARY
DALLAS

PHIL TORRONE & LIMOR FRIED
FOUNDERS:
ADAFRUIT INDUSTRIES
NEW YORK CITY

ROB KALIN
FOUNDER:
ETSY
BROOKLYN

SPEND SHIFT NO. 3
THE BADGE OF AWESOMENESS
NIMBLENESS ADAPTABILITY THRIFT

PEOPLE EQUATE HAPPINESS AND FREEDOM
WITH NEEDING LESS
“SINCE THE RECESSION, I REALIZE HOW MANY

POSSESSIONS I HAVE DOES NOT HAVE MUCH TO DO
WITH HOW HAPPY I AM.”
64.7%
80.3%
AGREE

FIXED COSTS AND OVERHEAD ARE “THE ENEMY”
“SINCE THE RECESSION I REALIZE I AM

HAPPIER WITH A SIMPLER, MORE DOWN-TO-EARTH
LIFESTYLE.”
64.8%
77.4%
AGREE

MAURA McCARTHY
CO-FOUNDER:
BLU HOMES
WALTHAM, MA

RUSS STANLEY
VP TICKET SALES:
SF GIANTS
SAN FRANCISCO

SPEND SHIFT NO. 4
BLOCK PARTY CAPITALISM
CHARACTER AUTHENTICITY LOCALITY

PEOPLE ARE SEEKING OUT THE LOCAL
AND THE ARTISANAL
“I AM WILLING TO PAY A PREMIUM FOR

PRODUCTS/SERVICES FROM COMPANIES THAT
CONTRIBUTE TO MY LOCAL COMMUNITY.”
64.7%
70.0%
AGREE

WHILE MANY INCREASINGLY TURN AWAY
FROM BRAND NAMES
“I PREFER TO BUY NAME BRANDS.”
61.6%
55.6%
AGREE

LYNN JURICH
CO-FOUNDER &
PRESIDENT:
SUN RUN INC.
SAN FRANCISCO

TOM LEVIN
OWNER: TOM’S TOYS
AND A SUPPORTER
OF BERKSHARES CURRENCY
GREAT BARRINGTON, MA

JON NORTON
CITY MANAGER AND
RECYCLEBANK ENTHUSIAST
EVERETT, MA

SPEND SHIFT NO. 5
AN ARMY OF DAVIDS
COMMUNITY COOPERATION AMPLIFICATION

A GROWING TREND TOWARD
“COOPERATIVE CONSUMERISM”
“I BELIEVE MY FRIENDS AND I CAN CHANGE

BEHAVIOR BY SUPPORTING COMPANIES THAT DO
THE RIGHT THING.”
65.5%
69.0%
AGREE

ALTHOUGH PEOPLE FEEL LESS RICH, THEY ARE “VOTING”
WITH THEIR PURSESTRINGS
“I MAKE A POINT TO BUY BRANDS FROM

COMPANIES WHOSE VALUES ARE SIMILAR
TO MY OWN.”
70.9%
75.0%
AGREE

ANDREW MASON
FOUNDER:
GROUPON
CHICAGO

SCOTT MONTY &
BOB THIBODEAU
HEAD OF SOCIAL MEDIA
FORD MOTOR CO. &
OWNER OF FAMILY DEALERSHIP
DETROIT

WE ARE MOVING FROM A CREDIT TO
A DEBIT SOCIETY

39 39 Copyright John Gerzema/Young & Rubicam
THERE ARE NO LONGER CONSUMERS,
ONLY CUSTOMERS
85 Photo from Thomas Hawk Copyright 2010, John Gerzema/Young & Rubicam
AMERICA IS AN EMERGING MARKET FOR
VALUES-LED INNOVATION

JOHNGERZEMA.COM
TWITTER: @JOHNGERZEMA

SpendShift INC500 10.2

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JOHNGERZEMA.

WORLD’S LARGEST 50,000 BRANDS QUARTERLY U.S. PANEL

3 Copyright 2010, John Gerzema/Young & Rubicam

4 Copyright 2010, John Gerzema/Young & Rubicam

5 Copyright 2010, John Gerzema/Young & Rubicam

THE SPEND SHIFT IS

113.4 MILLION PEOPLE

7 Copyright 2010, John Gerzema/Young & Rubicam

Source: BrandAsset ® Valuator’ international values segmentation

9 Copyright 2010, John Gerzema/Young & Rubicam

10 Copyright 2010, John Gerzema/Young & Rubicam

11 Copyright 2010, John Gerzema/Young & Rubicam

“I FIND THE MORE I HAVE THE

12 Copyright 2010, John Gerzema/Young & Rubicam

“MONEY IS THE BEST MEASURE

13 Copyright 2010, John Gerzema/Young & Rubicam

SHIFTING CONCEPTS OF NECESSITY

14 Copyright 2010, John Gerzema/Young & Rubicam

15 Copyright 2010, John Gerzema/Young & Rubicam

OPTIMISM RESILIENCY OPPORTUNITY

17 Copyright 2010, John Gerzema/Young & Rubicam

“SINCE THE RECESSION I’M ACTUALLY

18 Copyright 2010, John Gerzema/Young & Rubicam

“THERE IS A GREATER OPPORTUNITY

19 Copyright 2010, John Gerzema/Young & Rubicam

20 Copyright 2010, John Gerzema/Young & Rubicam

21 Copyright 2010, John Gerzema/Young & Rubicam

22 Copyright 2010, John Gerzema/Young & Rubicam

23 Copyright 2010, John Gerzema/Young & Rubicam

RETOOLING EDUCATION BETTERMENT

30 Copyright 2010, John Gerzema/Young & Rubicam

“SINCE THE RECESSION I AM INTERESTED IN

31 Copyright 2010, John Gerzema/Young & Rubicam

“THESE DAYS, I FEEL MORE IN CONTROL

32 Copyright 2010, John Gerzema/Young & Rubicam

33 Copyright 2010, John Gerzema/Young & Rubicam

34 Copyright 2010, John Gerzema/Young & Rubicam

35 Copyright 2010, John Gerzema/Young & Rubicam

36 Copyright 2010, John Gerzema/Young & Rubicam

NIMBLENESS ADAPTABILITY THRIFT

45 Copyright 2010, John Gerzema/Young & Rubicam

“SINCE THE RECESSION, I REALIZE HOW MANY

46 Copyright 2010, John Gerzema/Young & Rubicam

“SINCE THE RECESSION I REALIZE I AM

47 Copyright 2010, John Gerzema/Young & Rubicam

48 Copyright 2010, John Gerzema/Young & Rubicam

49 Copyright 2010, John Gerzema/Young & Rubicam

CHARACTER AUTHENTICITY LOCALITY

58 Copyright 2010, John Gerzema/Young & Rubicam

“I AM WILLING TO PAY A PREMIUM FOR

59 Copyright 2010, John Gerzema/Young & Rubicam

“I PREFER TO BUY NAME BRANDS.”

60 Copyright 2010, John Gerzema/Young & Rubicam

61 Copyright 2010, John Gerzema/Young & Rubicam

62 Copyright 2010, John Gerzema/Young & Rubicam

63 Copyright 2010, John Gerzema/Young & Rubicam

COMMUNITY COOPERATION AMPLIFICATION

71 Copyright 2010, John Gerzema/Young & Rubicam

“I BELIEVE MY FRIENDS AND I CAN CHANGE

72 Copyright 2010, John Gerzema/Young & Rubicam

“I MAKE A POINT TO BUY BRANDS FROM

73 Copyright 2010, John Gerzema/Young & Rubicam

74 Copyright 2010, John Gerzema/Young & Rubicam