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Thursday, May 20, 2010

POST-CRISIS CONSUMERISM

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Thursday, May 20, 2010

WE ARE ENTERING AN ERA WHERE VALUES NOW DEFINE CONSUMERISM AND COMPETITIVE ADVANTAGE

Photo by ShashiBellamkonda

Thursday, May 20, 2010

WE EXAMINED 15 YEARS OF DATA FROM BRANDASSET VALUATOR®

WORLD’S LARGEST DATABASE OF BRANDS OVER 500,00 CONSUMERS
4

40,000 BRANDS 215 STUDIES ACROSS 44 COUNTRIES

QUARTERLY U.S. PANEL OF 15,000+ RESPONDENTS 72 DIFFERENT BRAND METRICS

Thursday, May 20, 2010

May 20. 2010 .CONSUMERS ARE SHIFTING THEIR CONCEPTS OF ‘NECESSITY’ 10 Source: The Atlantic Copyright John Gerzema/Young & Rubicam Thursday.

2010 .THE 50-20 PARADOX 9 Source: Board of Governors of the Federal Reserve System Copyright John Gerzema/Young & Rubicam Thursday. May 20.

attribute correlations to energized differentiation Copyright John Gerzema/Young & Rubicam Thursday. 2005. TO HOW WE CARRY OURSELVES 1 Source: BAV 1997.WE ARE SHIFTING OUR VALUES FROM WHAT WE CARRY. May 20. 2010 . 2009 FH. 2008. 2001.

RADICAL SHIFTS IN WHAT MATTERS

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Source: BAV Recession Survey 2009-2010/J.Gerzema

Thursday, May 20, 2010

AND CONSUMERS ARE ALIGNING THEIR SPENDING WITH THEIR VALUES
“These days I feel more in control when I do things myself instead of relying on others” “I realize that how many possessions I have does not have much to do with how happy I am” “I make it a point to buy from companies whose values are similar to my own”
Copyright John Gerzema/Young & Rubicam

64.8%

“I am happier with a simple, more down to basics lifestyle” “I believe my friends and I can change corporate behavior by supporting companies that do the right thing” “Money is the best measure of success”

64.7%

65.5% 77.9%
2

76.1% 70.9%

Source: BAV Recession Survey 2009-2010/J.Gerzema

Thursday, May 20, 2010

THE NEW RULES OF ‘POST-CRISIS CONSUMERISM’

NEW CULTURAL VALUES

NEW CONSUMER BEHAVIORS NEW MANAGEMENT PRINCIPLES
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Copyright John Gerzema/Young & Rubicam

Thursday, May 20, 2010

POST-CRISIS CONSUMERISM RULE #1

CULTURAL VALUE

=

LIQUID LIFE DÉCLASSÉ CONSUMPTION DOLLARS & SENSE
Copyright John Gerzema/Young & Rubicam

CONSUMER STRATEGY = MANAGEMENT PRINCIPLE
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=

Thursday, May 20, 2010

2010 .DÉCLASSÉ CONSUMPTION CULTURAL VALUE=LIQUID LIFE CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION MANAGEMENT PRINCIPLE= DOLLARS AND SENSE 28 Copyright John Gerzema/Young & Rubicam Thursday. May 20.

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May 20. 2010 .DOLLARS AND SENSE CULTURAL VALUE=LIQUID LIFE CONSUMER BEHAVIOR = DÉCLASSÉ CONSUMPTION MANAGEMENT PRINCIPLE= DOLLARS AND SENSE 29 Copyright John Gerzema/Young & Rubicam Thursday.

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2010 . May 20.POST-CRISIS CONSUMERISM RULE #2 CULTURAL VALUE = ETHICS AND FAIR PLAY EMPATHY AND RESPECT VALUE AND VALUES Copyright John Gerzema/Young & Rubicam CONSUMER STRATEGY = MANAGEMENT PRINCIPLE 56 = Thursday.

2010 . May 20.EMPATHY AND RESPECT CULTURAL VALUE = ETHICS AND FAIR PLAY CONSUMER BEHAVIOR = R-E-S-P-E-C-T MANAGEMENT PRINCIPLE = VALUE AND VALUES 54 Copyright John Gerzema/Young & Rubicam Thursday.

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2010 .VALUE AND VALUES CULTURAL VALUE = ETHICS AND FAIR PLAY CONSUMER BEHAVIOR = R-E-S-P-E-C-T MANAGEMENT PRINCIPLE = VALUE AND VALUES 55 Copyright John Gerzema/Young & Rubicam Thursday. May 20.

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POST-CRISIS CONSUMERISM RULE #3 CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER STRATEGY = DURABLE LIVING MANAGEMENT PRINCIPLE 56 = BRAND THAT LASTS Copyright John Gerzema/Young & Rubicam Thursday. 2010 . May 20.

May 20.DURABLE LIVING CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER BEHAVIOR = DURABLE LIVING MANAGEMENT PRINCIPLE = BRAND THAT LASTS 51 Copyright John Gerzema/Young & Rubicam Thursday. 2010 .

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BRAND THAT LASTS CULTURAL VALUE = INDESTRUCTIBLE SPIRIT CONSUMER BEHAVIOR = DURABLE LIVING MANAGEMENT PRINCIPLE = BRAND THAT LASTS 35 Copyright John Gerzema/Young & Rubicam Thursday. May 20. 2010 .

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May 20. 2010 .POST-CRISIS CONSUMERISM RULE #4 CULTURAL VALUE = RETURN TO THE FOLD COOPERATIVE CONSUMERISM COMMUNITY ORGANIZER Copyright John Gerzema/Young & Rubicam CONSUMER STRATEGY = MANAGEMENT PRINCIPLE 56 = Thursday.

2010 . May 20.COOPERATIVE CONSUMERISM CULTURAL VALUE = RETURN TO THE FOLD CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER 37 Copyright John Gerzema/Young & Rubicam Thursday.

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COMMUNITY ORGANIZER CULTURAL VALUE = RETURN TO THE FOLD CONSUMER BEHAVIOR = COOPERATIVE CONSUMERISM MANAGEMENT PRINCIPLE= COMMUNITY ORGANIZER 38 Copyright John Gerzema/Young & Rubicam Thursday. May 20. 2010 .

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ONLY CUSTOMERS Photo from Thomas Hawk 79 Thursday.THERE ARE NO LONGER CONSUMERS. 2010 . May 20.

May 20.THE UPSIDE TO THE GREAT RECESSION: WE ARE MOVING FROM MINDLESS TO MINDFUL CONSUMPTION 39 32 39 Copyright John Gerzema/Young & Rubicam Thursday. 2010 .

May 20. 2010 .A VALUES-LED MARKETPLACE: FROM CONSUMER OF QUANTITY TO PRODUCER OF QUALITY 40 Thursday.

May 20.TWITTER: @JOHNGERZEMA 82 Thursday. 2010 .

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