Consumer Trends 09 9on9 Edelman

8/14/2019 Consumer Trends 09 9on9 Edelman

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nine

onnine

How the year behind will shape the year ahead.

Nine of Edelmans consumer experts

weigh in across the globe.

n i n eo n n i n en i n e o n n i n en i n eo n n i n en i n eo n n i n en i n e

o n n i n en i n eo n n i n e


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Liebe Trend-Interessierte, Sternengucker, Co-Creators oder einfach nur Leser dieses weiteren

2009 Trend-Letters,

mit welcher Beschreibung das Jahr 2009 in die Annalen eingehen wird, wissen weder die zahlreichen Trend-forscher, deren Berichte Ihnen und uns jetzt nach und nach in die inbox oder auf den Schreibtisch flattern. Noch

wissen wir es. Wir haben uns jedoch eine ganz subjektive Meinung gebildet, mit welchen Entwicklungen wir in den

kommenden 12 Monaten rechnen knnen, was uns im Marketing, in den Medien und in der Gesellschaft erwarte

9 on 9 heit unser Ausblick auf das just begonnene Jahr auf den folgenden Seiten teilen 9 Edelman Consume

Experten aus aller Welt ihre Meinung zum Jahr 09.

Hier vorab in Krze unsere persnliche Trend Hitliste:

Garantiert: Die Finanzkrise wird zurgenerellen Vertrauenskrise

Das Jahr der Bewhrung (Spiegel) fr unsere Wirtschaft und Gesellschaft wird wohl auch das Jahr derBewhrung fr die Kommunikation werden.

In Zeiten der Krise formieren sich per se neue Heilsbringer, traditionelle und langbewhrte Beziehungen, Kanle

und Rezepte werden in Frage gestellt. Die Herausforderung fr alle, die Vertrauen wieder bilden mssen: Trans-

parenz, Authentizitt, vertrauenswrdige Untersttzer und Sprecher sowie echtes Bemhen um Stakeholder, den

ihre Interessen und Meinungen sind entscheidend fr den Erfolg.

Konsens: Die verlsslicheren Informationsquellen sindheute Crowd-Sourceddeshalb ist unser bevorzugter Link, wenn es um Trendinformationen geht, das persnliche Netzwerk. In der

Flle der Mglichkeiten setzen Entscheider mehr und mehr auf menschliche Filter. Was relevant fr meine

Freunde ist, wird auch relevant fr mich.

Alternativ oder zustzlich: www.trendhunter.com. Diese Seite macht sich das crowdsourcing Prinzip zunutze und

bindet derzeit 22.000 Menschen weltweit mit ein, um Trends zusammenzutragen. Angeblich ist sie weltweit die

grte Trendseite.

Wenn es um Social Media Predictions 2009 geht, empfehlen wir

http://www.beingpeterkim.com/2008/12/social-media-2009.html. Auch dieser Beitrag ist crowd-sourced.

WillkommenCornelia Kunze, CEO, Edelman Deutschland


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Durchbruch: Vernetzt statt Verdrahtet

Mobile ist der Zugang zur Welt stationres und mobiles Internet wachsen zusammen. Mit Internetflatrates auf

Mobile Devices ist man 2009 nun endlich 24/7 on, vernetzt und verfgbar. Das mobile Internet ist immer dabeVon einigen Ausnahmen wie Flugreisen mal abgesehen. Mobile Marketing wird und muss ein Wachstumsfeld sei

denn mobile Applikationen spielen eine tglich strkere Rolle. Die groe Aufgabe: Nutzen und Inhalte schaffen

sowie involvieren statt einfach nur senden.

Ende 2009: Noch nicht Mitglied bei Xing, LinkedIn, Facebook oder StudiVZ? Sie sind in der Minderzahl der

Erwachsenen. Twitter ist der groe Erfolg von 2008 (http://www.twittermoms.com/, 6000 + Mitglieder ist mein

persnliches Highlight). Bei all diesen Social Communities ist nun Ausmisten der groe Trend. Wirklich

relevante, echte Verbindungen statt Boosting my friends-list stehen auf der Priorittenliste. Ein Beispiel auch die

Whopper-Kampagne von Burgerking, bei der das Unfrienden von Leuten mit Whoppergutscheinen belohnt

wird. Megatrend: Back to real friends

New TV findet im Internet statt die groe Chance fr mehr Bewegtbild in der Kommunikation. Und dieses wir

eben nicht mehr nur ber werbe- oder gebhrenfinanzierte Fernsehkanle gezeigt. Das Zugangsmonopol zur

visuellen ffentlichen Meinungsbildung ist gefallen wenn auch die groen Reichweiten eben doch noch bei den

traditionellen Medien stattfinden. 2009 wird es darum gehen, Reichweiten fr New TV zu schaffen, Inhalte

relevant und Ergebnisse messbar zu machen. Denn die nchste Generation verbringt bereits heute mehr Zeit im

Internet als vor dem linearen TV. Der Schlssel zum Erfolg: Wahlfreiheit. Ich will, was ich will und wann ich es

will.

Whrend fr viele Unternehmen und Marken das Kaninchen und die Schlange bis 2008 die Symboltiere des

Umgangs mit Social Media waren, wird es in 2009 auch in unserem Markt der Stier sein, der an den Hrnerngepackt wird. Kontinuerliche Programme zum Management der Risiken, Ausloten der Mglichkeiten und deutlich

mehr Vorreiter-Kampagnen als dieses Jahr werden uns beschftigen.

Zurck in die Zukunft: Inhalte, Geschichten,Transparenz & Authentizitt

Glaubwrdigkeit kann man nicht kaufen soeben am lebenden Beispiel 2008 gelernt ebenso wenig wie

Freunde, Beziehungen, Markentreue und Nachhaltigkeit. Man muss sie verdienen und hart dafr arbeiten. Die

Zeiten, wo Mediabudgets Mangel an Inhalt wettmachen konnten, sind definitiv vorbei. Corporate Adver tising

leidet an Glaubwrdigkeitsmangel. Der Prozess, der kommt, ist mhsam, da nicht gelernt. Natrliche, scheinbar

gen-verhaftete Kontrollbedrfnisse in den groen Institutionen und Unternehmen machen eine schnelle Anpas-sung schwer. Doch auch das geht vorbei.

Auch Kampagnen, die schnell Aufmerksamkeit generieren wollen, werden mehr und mehr an ihrer Nachhaltigkeit

gemessen. Wenige werden weiter versuchen kommerziellen Erfolg zu initiieren, indem sie bedingungslos laut sind

Nicht untergehen in der groen Marketing-Kakophonie ist deren (einziges?) Motto. Dazu werden sie zum Tabu-

Brecher siehe das Shock-Vertising von Diesel zum 30jhrigen Geburtstag, welches von mehr als 6 Millionen

Menschen gesehen wurde erfolgreich?



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berholspur: Culture of (Rapid) Response

Medien ohne Rckkanal werden im Aus stehen: Banner sterben eines langsamen Todes, Webseiten ohne Dialog-

funktion, ohne User Generated Content werden ein Mauerblmchendasein fristen. Das Management von Kritik,Anregung und individuellen Ansprchen wird Marken zu Siegern machen, die vorbereitet sind in den Dialog zu

treten, die Infrastruktur und das kulturelle Bewusstsein dafr aufgebaut haben. Die keine Angst vor Kontrollverlus

haben sondern schnell antworten knnen, ohne 15 Unterschriften und rechtsanwaltliche Prfung. Die Informa-

tionen bewut mit Konsumenten teilen wollen, statt sie einseitig zu verbreiten.

Marken, Ideen, Personen knnen so schnell berhmt werden, wie Phoenix aus der Asche aufstieg und genauso

schnell im Licht der Suchmaschinen verglhen. So gro ist die Kraft der Masse der Crowd-Factor. Nicht

gemeint ist mit rapid response die opportunistische Vermarktung jedes gesellschaftlichen Trends z.B. der

angebliche Trend der Credit Crunch Fashion

Take Action: Public Engagement wird neueMarketing-Maxime

Seit sich die Obama-Kampagne mit ihrem Slogan Yes, we can als die erste bahnbrechende politische Mitmach-

Kampagne und als ebenso groer Marketingerfolg fr den Einzug in die Geschichtsbcher qualifiziert hat, ist es

fraglich, ob ein Konsument in Zukunft einfach ein Konsument bleiben will oder ob und alles spricht bereits

jetzt dafr das persnliche Engagement, die Beeinflussung der Marken- und Produkt-Strategien, die Einsicht in

Marketing-Plne und Marken-Kampagnen zum guten Ton und mehr und mehr zur Realitt gehren.

Die Aufgabe von Unternehmen und Marken ist Public & Personal Engagement: Konsumenten wollen keine

Botschaften sondern Gesprche. Wollen nicht nur zuhren, sondern gehrt und ernst genommen werden.Marken, die nerven, werden weggedrckt, vergessen, wandern in Junk mail oder gehen ganz einfach im groe

Grundrauschen unter.

Verlsslich: Grn bleibt Grn.

Klimawandel und Nachhaltiges Handeln bleiben Thema Nr. 1 trotz oder gerade wegen der Finanzkrise. Sonst

wre das Thema ja auch nur Schn-Wetter-Gewsch gewesen. Der gesellschaftliche oder soziale Nutzen eines

Produktes und wie man diesen kaufverhaltensrelevant einsetzen kann wird im Zentrum vieler Marketingberle-

gungen der nchsten Jahre liegen. Der Ansatz jedoch evolviert: Vom Bewusstsein zum Handeln. Das Soziale

Engagement durchaus ber den Schutz des Klimas und der Umwelt hinaus steht nicht nur bei NGOs und

wenigen groen Wohlttern auf der Agenda. Lngst hat der Brger und Konsument angefangen, Einfluss zunehmen, durch Kaufverhalten und durch eigene Beitrge. Marktpltze der guten Taten wie betterplace.org,

Mikrokreditplattformen wie kiva.org sowie zahlreiche How-to- Specials in traditionellen Medien stehen dafr.

Nicht zu vergessen der Megatrend Cleantech - mit Hightech Verfahren Schadstoffe zu reduzieren und Ressource

zu schonen. Nach Meinung von Experten die zweifelsfrei bedeutendste Wachstumsbranche der Zukunft mit

Auswirkungen auf alle Bereiche des tglichen Lebens.



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Ungewiss: Erfolgsmessung als Sorgenkind

Die Rezession verlangt nun noch schneller nach mebaren Kriterien fr die neuen Wege der Kommunikation.

Wenn Erfolgsmessung nicht lnger ber clicks, media impressions, advertising equivalent value, brand recall laufensoll, dann braucht es Ersatz. Wie erfolgt die Messung von retention, satisfaction, engagement, involvement - und

wie etabliert die Branche Benchmarks, galten doch in der Historie andere messbare Kriterien? Return on Invest-

ment kann nicht das alleinige Kriterium fr Erfolg sein. Return on Involvement ist zumindestens ein wichtiger

Baustein fr den Erfolg.

Wie messen? Nun, das wird eine der groen Aufgaben fr 2009 ff. sein.

Wir wnschen unterhaltsame und inspirierende Lektre bei 9 on 9. Und freuen uns auf spannende Diskus-

sionen mit Ihnen.

Willkommen

Cornelia Kunze, CEO, Deutschland


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nineonnine

Time for Some Action (01-03)

Mitch Markson, President Global Consumer Brands, Global Creative Director

Without content there is no conversation (04-05)

Jackie Cooper, Creative Director and Vice Chair, Consumer, United Kingdom

How Obamas Campaign Broke Through (06-08)

Caroline Dettman, Managing Director, Consumer, United States

Mexican consumers gear into crisis mode (09-10)

Zerene Kahan, Executive Vice President and Group Director, Consumer, Mexico

9 Digital Truths for 2009 (13)Rick Murray, President, Edelman Digital Worldwide, United States

The merging of the ox and the consumer in 2009 (11-12)

Lisa Kimmel, Senior Vice President, Consumer, Canada

IIts about the daily moments of living, working and playing (1

Howard Pulchin, Managing Director, New York Consumer, United States

Chinese Consumers in 2009 (16-17)

Andrew Silver, Executive Director, Pegasus Communications, China

An Intimate Globe, what will this mean in 2009? (18-20)

Christina Smedley, Global Managing Director, Edelman Consumer


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2009 is here and the pundits (including us!) are lining up with predictions of what life has in store for consumers,

companies and society at large in this new year. My one prediction based on a combination of political and

popular culture observations as well as the general buzz, is that 2009 will usher in the beginning of a new age of

action meaningful action in real life and meaningful action in real life marketing as well. Spoiler aler t: ads,

press releases, static messages and couch potatoes be warned!

Now as one who is part of the Communications industry, action has not always been at the forefront of discus

sion, nor on top of the priority list. Often (perhaps too often) we talk about messaging and more recently,

conversation. How can we position this? What are our message points? How can we get people talking

about us, our brands and products? I am all for conversation, less excited about static messaging, but most

optimistic that the signs of real action are upon us and ready to break through.

At Edelman, there has been a lot of good discussion about the shift from public relations to public engagement

and it is my contention that true public engagement must be purposeful and action-oriented. Another term wediscuss is something called mutual social responsibility where companies or brands act together with their

publics to effect positive social change for mutual benefit. Here, the responsibility is mutual and the actions must

be cooperative. For example if a greener light bulb is not used by the consumer to reduce energy consumption

and energy bills, then the company wont make the light bulb and we wont make any environmental

progressbut if both the consumer and the company take action, its a win-win for all. Mutual social responsibil-

ity in its most simplistic form hinges on action and the shift from me to we.

So, what are the signs that this new age of action may be upon us? The most significant one was perhaps seen in

the action oriented and community organizing success of the Obama for President Campaign. Using a combina-

tion of social networking, clever, relevant and entertaining content (remember the Will.I.am music video that

spread like wildfire on the net?), amongst many other factors including Bushs low approval rating and our growineconomic crisis, the public (especially the younger public not known for voting in significant numbers) was

motivated to act turning up at rallies, canvassing neighborhoods and voting. And one of the more significant

rallying cries from Obama was the notion of action not just from government or companies, but from real peopl

in the form of public service. A harkening back to John F. Kennedys Ask not what your country can do for you,

but what you can do for your country.

Time for some action

Or What I learned from Jerry, Wall-e, Harvey, Sandra and Obama

Mitch Markson, President Consumer Brands, Global Creative Director09


8/26

Popular Culture Embraces Action

This year, the world of popular culture gave us significant signs that the need for real action is now a main

course on the menu and that there is a growing appetite for it. First stop, Wall-e, the Disney feature that

dramatically and whimsically demonstrates the consequences of inaction and the effects on our planet. A UK TV

programme actually took twenty-somethings from the high street to the streets of New Delhi to see how their

favorite designer jeans were made. The new movie Milk starring Sean Penn about the first openly gay politician

in San Francisco focuses on the rewards and sacrifices of taking a stand and acting on ones beliefs. Even reality

shows like The Biggest Loser invite us to take action and fight the obesity epidemic that is sweeping our globe.

Honey Were Killing the Kids and Super Nanny, both started in the UK, give viewers real life instruction in

improving ones children through behavioral change and action.

In the online world where social networking abounds, Betterplace.org in Berlin, Kenneth Coles Awearness.com

site, YouthNoise and Causenet in the US are just of few of the social cause networking sites that have become

places for more than conversations. They are call to action sites where you can activate real world aid (money,

time or talent) in your community or around the world.

A Newfound Citizen Motivated Action Covered by News

Crews Around the World

In the news, calls to action from citizens were reported from every corner of the worldfrom the riots in

Greece to the nanny named Sandra in Mumbai who took action in the face of extreme adversityfrom the

Chinese outpouring of help for victims they didnt know in the ear thquake to the Thai citizen airpor t take-over.

And on the news, a new action-oriented paradigm was replacing the passive viewership and the obsession with

celebrity award shows. CNN introduced the second year of its Real Heroes awards and their ongoing show

Impact Your World continues to make its programming involving -- news that can actually be acted upon by

concerned viewers who are keen to make a difference.

Business and Marketing Action

The inaction of the auto industry in the US is demanding real action and change in product development. We

believed we could build cars and the customers would comenow we realize we have to build cars consumersactually want and need. That was a statement by one of the big three US auto makers. Obvious to many of us,

but in a world where value has become determined by imagined wealth (stocks, investments) and image rather

than reality (the high cost and pride of home ownership thousands couldnt actually afford), anything is possible.

Sarkozy, Obama and Brown call for green solutions to our economic woes.making products we need for the

present and future vs. making stock trades and empty capital first. Brands like Brita, Kenneth Cole, American

Express, Wal-Mart, GE and others are making a commitment to be citizen brands and take action not just for

their personal gain but for the communities they trade in as well. And in a recent article in Cause Marketing

Forum, the idea that consumerism might be replaced by Cause-ism was introduced.

So will the seeds of a more action oriented business, personal and civic life take root in 2009 and beyond? The

signs are all there, but as the captain in Wall-e taught us, it takes work, risk, grit and a bit of imagination to make a

move. And as many of our grandparents taught, and now many of our children teach us, actions really do speak

louder than words.

09Time for some action


Mitch Markson, President Consumer Brands, Global Creative Director


9/26

Whats Next?

Finally, what can we do to move this movement along? In the world of communications and marketing, before we

say or message anything, can we first re-evaluate what we really want to be as companies and brands? Can we

ask ourselves if what we are doing is relevant, making an impact, involving our customers and spurr ing them tomeaningful action? Brands have the opportunity in 2009 to take a calculated risk, step out of their comfort zone

and instead of boasting about benefits and attributes alone, see how they can rationally and emotionally make

their consumer the real action hero.

It doesnt have to be a major action, sometimes small actions are the best place to star t. Considering a remix of

your marketing mix may be another place to start. What things could you actually do to help consumers,

differentiate yourself and make money to boot? Today, telling your story or communicating your functional

benefits may just have to take a back seat to involving your consumer in a common pursuit and building a real

relationship along the way.

It may take another Jerry Maguire wake-up call manifesto (what am I doing here and does what I do really

matter?), but there may be no other way in 2009 amidst the economic downturn and the great expectations of

a new generation for change and engagement. So if youre a Jerry Maguire -- challenge your agencies, clients,

colleagues and friends to Help Me Help You. If youre a Barack Obama, Yes, You Can. And if youre a Wall-e

fighting against the system, keep moving and recharge your batteries. The age of action is upon us and it is not fo

the faint of heart.

09Time for some action


Mitch Markson, President Consumer Brands, Global Creative Director


10/26

As we enter 2009 and look to continue to empower our clients profiles and their brand campaigns, we are all

fully aware that shouting no longer works, and that brands are no longer in control. Against this backdrop, we turn

our attention to the Content Revolution. In the Conversation Age, an inverted marketing model has led to a new

set of imperatives: engage and entertain audiences, dont interrupt them; facilitate dialogue not monologue; tell

dont sell. In light of such fundamental shifts, those marketing brands and services, faced with addressing a newly

empowered and par ticipative Consumer, might be justified in thinking ...so what on earth am I

going to talk about?

Creative content is the stuff that starts conversation and collaboration. This branded output may be commercia

and informative or edgy and provocative, but above all, it has to be resonant and credible to its target, compelling

in its execution and carry an intrinsic capacity for interaction (comment, rating, sharing, and adaptation).

Producing collateral for social currency that is distributed beyond the commercial space and exploited across

multiple channels is the key to success creating an award winning ad campaign or generating media coverage is

no longer enough to be heard or cut through, or crucially, to build powerful relationships and involvement.

The need for Brands/Services to become producers and media channels in their own right is a significant yetunalterable paradigm shift - and of course an incredible opportunity, facilitated by the options new technologies

and distribution platforms have provided for Communication and immediate interaction.

In the digitally democratized world of direct-to-consumer engagement, there has been a land grab from agencies

across the marketing disciplines seeking to establish primacy of this relationship. Content or Branded Entertain-

ment has become the new Communication buzzword but is misunderstood by marketers on many levels

and often misappropriated by agencies eager to rescue plummeting spends. This is not about turning an ad into a

viral video, a brochure into a podcast, or news releases into a company blog in order to digitise and make more

immediate corporate information - but rather a re-evaluation of agency thinking, propriety and silos to unlock a

new creativity for audience engagement.The flow from strategy and planning, through creative development and

production, to distribution and amplification has been the domain of ad agencies and media buyers at particular

and defined stages - protecting sizeable budgets in the process. Yet when a user generated film on YouTube canconsistently reach more engaged (and self-selecting) Consumers than a bought 30-second spot, you know that

the model and process needs to be reappraised.

Simultaneously, the Entertainment industry has been undergoing its own radical change. Channel proliferation and

the Digital Entertainment revolution have seen huge cannibalisation of audiences and loss of revenue from

advertising and retail sources. Across all formats, from film and music to on-line, producers have begun looking to

the commercial sector for collaborative opportunities driven by a series of mutually beneficial needs and

haves. The Entertainment industry has the collateral, creativity and desirability that brands increasingly need to

appropriate, whilst Brands possess those two most vital ingredients needed by the Entertainment industry:

funding and eyeballs (usually from existing communities or databases).

WITHOUT CONTENT

THERE IS NO CONVERSATION

Jackie Cooper, Creative Director and Vice Chair, United Kingdom09


11/26

Therefore, the real opportunity for credible and genuinely engaging content production lies in the

potential for co-creation:

- unthinkable even five years previously

- backed-up by the recent relaxation of key legislationThis marks a sea change in how Brands communicate and how production partners work. Brands are now able

to co-operate at the development stage with film and TV companies, finding and coproducing scripts or new

show formats. This is not product placement or sponsorship reinvented, rather a shared ethos and relevance.

Everything can be Brand-owned. Everything can exist to hero the Brand, engage audiences, and deliver new ones

for both parties. As PRs, we have always understood the need to cooperate, co-create and layer over our clients

news about a product launch or new flavour variant to give interest, relevance and credibility to a marketing stor

(we called them the golden rules of Sex, Fame, Humour and Controversy). The understanding of the flow,

coupled with real collaborative partnership with production and entertainment properties for ultimate Brand

benefit means that PR is best placed to deliver outstanding content in the new age. In an economic downturn

where advertising and media buying budgets are conventionally reduced the need to engage audiences

becomes vital as does the desire to have control and guarantee of outcome against spend. Content could finallyprove itself a marketing force to be reckoned with. It is more cost effective and more immediately measurable

than advertising, with the added endorsement and potency of real entertainment credentials. The real measure o

success will be who brokers the relationships and how well they are exploited and amplified to ensure richer

customer experiences and consumer relationships as a result.

09WITHOUT CONTENT

THERE IS NO CONVERSATION

Jackie Cooper, Creative Director and Vice Chair, United Kingdom


12/26

It was a total transformation. The rules have been rewritten, and were never going back to the old politics .- Peter Hart, commenting on Obamas campaign. Hart conducts nonpartisan polls for NBC News and The Wall Street

Journal and has conducted nonpartisan polls for 40 U.S. senators.

There is no doubt that the historic 08 election will be studied for many, many years to come both for what

went right, what went wrong and ultimately, how it changed politics as usual forever. Fact is, much of the success

of Obamas campaign serves as proof points to Edelmans POV on how to break through to consumers in a

world that is changing every day. And while Edelman cant take credit for Obamas victorious campaign, we can

leverage this unique moment in time in the coming year to show why Edelman is best served to help our clients

during what is sure to be unchartered waters in 2009.

Key Takeaways on Why Obama Broke Through:

Made his Campaign Personal to his Supporters.

He often said the campaign was not about him but about each American and the daily struggles and successes

everyone faces. His communication whether email or text or phone call always had a personal touch

whereby people felt that they had a direct line to him.

Key Takeaway: Gone are the days where a brand could be out there speaking only about the brand - be

about your targets needs first. It is important to figure out a way to make your brand a par t of that need and

communicate it in the right ways.

Advocated his Audience to Play an Active Role in the

Campaign.

One of the boldest moves Obama made was the refusal of public financing. Instead, he asked his supporters toraise money and the campaign was built on $10, $20 and $25 donations made by the people of America and

givingeach of them a stake in Obamas success. At the same time, he encouraged an ongoing dialogue and

exchange of ideas with his supporters, often implementing the best ideas and showcasing back the results.

Key Takeaway: Give more control, not less, to your target audience so they feel an

ownership in the brands success.

HOW Obamas campaign

broke through

Why it highlights all that Edelman and public engagement

have to offer our clients in 2009

Caroline Dettman, Managing Director, Consumer, United States09


13/26

Pioneered the use of Social Technology Married with

Traditional Communication to Create a Movement.

Obama used social media and the Internet as his front line for getting his message out, raising money and

mobilizing voters. At the same time, he encouraged house parties to organize support and advocated going dooto door (and phone to phone) for fundraising. And, he leveraged his massive fundraising with a 30 minute prime

time television advertisement leading up to the election.

Key Takeaway:Brands must leverage all marketing communications available both traditional and non-

traditional to speak to their audiences in the ways that consumers are most comfortable.

Empowered his Audience to Act for the Greater Good.

Obamas message was clear that in order for America to emerge stronger out of this economic crisis, we are

going to have to make sacrifices and work together to accomplish our goals. He told America that it is incumben

upon people to help people in need, families to help families in need and communities to help communities in

needall harkening back to JFKs famous quote of ask not what this country can do for you, ask what you can

do for your country.

Key Takeaway: Brands should look for ways to partner with their target to act for the greater good. A

strong goodpurpose initiative, cause marketing or CSR program are areas to explore as never before to

emotionally connect with the consumer mindset today.

Embraced a Young, Multicultural Audience.

Millennials were drawn to Obama nationwide. The connection was as psychological as it was issues based he

spoke their language and provided a new direction for this country they could believe in. To give you a sense of

how Obama truly dominated this demographic, Gore carried the youth vote by two points. Kerry carried the

youth vote by about nine points. Obama carried the youth vote by a staggering 34 points. The power of that is

even greater when you consider that we know from past history that when you get youth to vote for one party few times, they are more likely to vote for that party during their lifetime. And, when you take into account that

they are the largest and the most diverse (approximately 40 percent are minorities) generation, this is a powerfu

group to have as one of the new drivers of politics.

Key Takeaway:Brands should look to the diverse, tech-savvy and socially conscious millennial audience and

determine if there is an authentic role for the brand to play. The oldest of the millennials are 30 years old they

are in the prime of defining careers for themselves as well as starting families. The sheer size of the millennial

generation of 70 million ensures that they will soon be the driving force behind everything from the economy to

politics to marketing.

Represented Change and Candor during

this Economic Crisis:Obama is out in front of America talking about the state of the economic crisis, the plans he has for change and

the fact that everyone has a role to play. Through the proven success of mobilization of his supporters during his

campaign, he has the potential to build a grassroots movement grounded in technology that harkens back to the

grassroots movement built successfully by President Franklin Roosevelt that helped Americans through the Great

Depression.

Key Takeaway: Consumers are looking for help to get them through our economic crisis. Brands need to

showcase the value they bring to consumers today from rational assets like price, quality and innovation to

emotional assets such as social purpose, access, and entertainment, among others.

09HOW Obamas campaign

broke through

Why it highlights all that Edelman and public engagement have to offer our clients in 2009



14/26

And now, as President-Elect Obama transitions to the White House in January, he is showing his commitment to

continuing the successful components of his campaign as previously discussed. He has been in touch with

supporters of all age groups and ethnicities advocating for ideas surrounding the economy, leveraging the power

of technology and calling for a service nation.

Obama is clearly planning to bring his millions of supporters with him and make them part of governing. That could

be a very big part of his new politics. Those people are going to be an enormous force for change, the likes of which

weve never seen. - David Gergen, director of the Center for Public Leadership at the Kennedy School at Harvar

and senior advisor to presidents Nixon, Ford, Reagan and Clinton.

Perhaps then the last takeaway for this piece is that brands that want to break through in todays marketplace

need to shift their target audience into advocates for their brand. Edelman and public engagement is the way

forward to achieving that important shift for our clients.

09HOW Obamas campaign

broke through

Why it highlights all that Edelman and public engagment have to offer our clients in 2009



15/26

Regardless where you go in Mexico you will most likely bump into someone who will bring up recession and

mention here we go into crisis mode all over again.

In Mexico, consumers especially for those of us above 30 economic crisis has largely become a way of life, and

is something we are used to undergoing from time to time.

However, unlike previous downturns, information has played a key role in this recession, impacting consumers in a

way that has no precedent therefore for the first time everyone is clueless as what to expect and uncertain of

what the future holds.

In more informed societies, news run faster and in humongous quantities; we are simply not prepared to digest

such large amounts of data, comments, perceptions and opinions. Impact is clear in Mexico: consumers are scared

of being unable to determine what information is wrong, overstated or simply implausible.

Unlike any other event or crisis in this market, all news outlets have been reporting this recession very closely. A

focused on the negative impact in Mexico: exchange rate (peso devaluated 50% in the first days of recession),

lay-offs everywhere, company closures, personnel reductions, increase in gas prices but not salaries, etc.

For the first time, we have really scared consumers who are concerned not only with the economic issues that

affect the globe, but who are largely concerned with how external factors will affect their families and personal

security, as well as environmental damage and political complications and absence of trustworthy leaders.

Panic shopping took place at the end of 2008, some car dealers report higher sales in December 2008 than any

other month that year. However, this will last for only so long. We are expecting unbranded products sales go u

as well as fast food, as higher-end restaurants and luxury shopping are affected in 2009.

Regardless of age, education or socio economic level, for once, even seasoned crisis consumer experts are

affected and distressed by this situation.

mexican consumers gear

into crisis mode

Zerene Kahan, Executive Vice President and Group Director,

Consumer Brands, Mexico09


16/26

Men may feel their manhood is threatened by the fragility of the environment, affecting the way they relate to

their family and society.

Women, the great winners during the 94 96 crises, now face a more aggressive business mode and willstruggle to keep balanced lives in a very fast paced world.

Youngsters, between 15 to 25 years old, will most likely be pessimistic and will isolate further into their digital

world as means to escape reality.

The gap between the rich and the poor will continue to broaden further but regardless of socio economic level,

everyone will be affected and reactions may vary.

But while it may seem a gloomy forecast, in neednt to be so. Companies, brands and social influencers should

move into more creative ways to reach out to consumers and provide the elements that enhance their position

and perceptions to build a more optimistic outlook.

Companies and brands have the unique opportunity to create a better society that protects market sustainability

and benefitssociety at large but that also secures future permanence of their companies/brands.

Now it is the time to generate trust, permanence and solidarity through every entrepreneurial action.

Companies and brands will have to create strong emotional bonds with consumers by:

Offering family oriented products

Walking the talk on health protection, family economy savings and environment protection Creating trust by being upfront and honest with their consumers and never

overrating products or services

Being in the feeling good mood but never exaggerating happiness or

being perceived to live in dreamland

Understanding population needs and concerns and providing real solutions

Current times offer a great chance for recognized brands that can use and live values in a consistent manner

without magnifying pessimistic perceptions or exaggerating optimistic positions. These are times for telling the

truth, but above all, to show that we can go about business with a more social concern.

Once again, we will need to work harder to respond to this new crisis, but with a significant difference: Theproblem was not caused in our territory, and probably we will now have better tools to overcome it, but that

does not mean that the road to take will be an easy one to follow.

09mexican consumers gear into

crisis mode

Zerene Kahan, Senior Vice President, Consumer Brands, Mexico


17/26

According to the Chinese zodiac, 2009 is the Year of the Ox. Im not a follower of any type of astrology, but I wa

struck when I came upon some information about what the upcoming year will represent according to Chinese

astrology, and the parallels I see with what will matter most to consumers in 2009.Interestingly, the Ox signifies new beginnings, and is associated with building to last and slow-but-sure action.

Although it is predicted to be a much less tumultuous year, it will no doubt be one dominated by cautious prag-

matism, rather than idealism. It is now time to reflect upon all that transpired in 2008, come to terms with it and

slowly take action.

From my vantage point, here are nine things that will be significant to consumers in 2009 (in no par ticular order)

Back to simpler times

1.Authenticity reigns supreme. In a world of over-consumption, economic melt-

downs and environmental crisis, people are starting to question whats really important in their lives. We will

continue to see a return to more authentic values. Consumers will long to keep it real, share and be involved

with brands that they can count on.

2. Downshifting on the rise. Life is busy, but it doesnt need to be crazy. Consumers w

make different choices in 2009, seeking to find time for the things they value most. Wellness the notion of

taking care of me will be impor tant, along with the realization that perfection isnt the be all and end all.

3. Saving is back in vogue. Consumers are reigning in their spending, resulting in the sharp-

est decline in 30 years. They are choosing cash over credit cards. Saving is cool again. As a result, consumers are

finding creative ways to make do with lessstaying home, clipping coupons and making meals from scratch.

More than a force of nature

4. From gimmick to real change. Green consumerism is on the r ise, and will

continue to gain traction in the year ahead. Weve shifted from conceptual ideas on how to save the planet to

what we can actually do to make it so. Look at the success of Britas FilterForGood campaign, which challenges

consumers to make a pledge to stop drinking bottled water, or consider companies that are donating a portion o

their sales to 1% for the Planet.

The merging of the ox and the

consumer in 2009

Lisa Kimmel, Senior Vice President, Consumer, Canada09


18/26

5.Green can be green. From purchasing energy efficient appliances to consuming locally grow

foods, there is now recognition amongst consumers that green products are not only better quality, but better on

their pocketbooks. Look at the growing popularity of public transit, or the fact that travel by rail continues to rise

as airlines cancel flights and raise ticket prices.

A nod to the past...

6.Needing nostalgia. Given the chaotic year that we are leaving behind, consumers are

looking to the past as a safe haven and bastion of familiarity. That said, brands need to make things relevant for

today, but remix with things from years past. Consumers are par ticularly longing for things from the 1980s

remakes are planned for The Breakfast Club and the Muppets. Its not just the 80s though. Speakeasies are

popping up, Lego is seeing a comeback, and Sherlock Holmes and Hitchcock tributes are planned in 2009.

7.Historical bonds. Even though it may not be familiar, consumers are going back in time to

make connections. As we look into the future, we also look for clues from the past to help us grow. As

examples, several ancient traditions are re-emerging, from kimono cloths on baseball caps to geisha techniques fo

applying modern makeup to the revival of chariot racing in Rome.

Interacting with brands...

8.Option overload. Consumers are tired of having to make choices, often making them feel

overwhelmed and less satisfied. Younger ones are experiencing news fatigue, bombarded by so many different

RSS feeds. Brands that listen will seek to simplify for consumers. Think the White Shirt Company that only offer

white shirts, or the bike that has just one gear.

9.Brand ownership. Consumers will continue on the path of trying to seek ownership of a

brand. They may voluntarily promote it and make it cooler, or try to destroy it. Smart brands will cease upon

this opportunity. Check out the Garfield Minus Garfield site (http://garfieldminusgarfield.net), which makes Jon

look crazy. Jim Davis publishing house thought it was so funny, that its actually made a book out of them.

Theres no question that 2008 represented a year of transformation on so many levels. Based on Chinese

predictions for the year ahead where there will be a focus on simplicity and starting anew I believe that 2009

promises to be a year where how a brand behaves, as opposed to how it speaks, will increasingly become

important given where consumers are at this point in time. Actions most definitely speak louder than words.

09The merging of the ox and the

consumer in 2009

Lisa Kimmel, Senior Vice President, Consumer, Canada


19/26

9 Digital Truths of 2009

Rick Murray, President, Edelman Digital Worldwide, United State09 Im not smart enough to say what will happen in 2009, but herewhat Pete Blackshaw, Charlene Li and Peter Kim have to sayabout next year. Once I read those, I figured Id go a slightlydifferent path and talk about 9 things Id like to seehappen next year. And here they are:1.Brands and businesses that embracetheir flaws and work with the community

to solve them will outperform their competitors.

Plain and simple: actions speak louder than words.

2.There will be a direct, irrefutable link provenbetween authenticity of motive communication,

product, experience and actions and business

performance. FYI, were working on this, and have some

IP that well be releasing early in the New Year that

begins to make that case.3.Colleges will totally re-think their Marketing,PR & Journalism curriculae to ensure that the studentsthey graduate have the knowledge and skills they need to perform at a competitive level when they

enter the workforce. Our goal at Edelman is this: every person in the firm needs to be able to walk the new talk.

We can all make a big dent in our cultural transformation by ensuring that the hundreds of entry level hires we

make every year are smart and passionate about PR 2.0 from their very first day.

4.Madison Avenue will bail out the news industry. Maybe Im dreaming here, but advertisers have beenunderpaying for online audience and overpaying (based on a decades-old metric) for offline audience.

Online news sites typically deliver up to 3X the eyeballs of their offline parents, yet can currently only

command 25% of the rate. That gap will close dramatically in 2009.

5.The brands that stand for something will outperform the brands that either stand for nothing,or worse, try to fake it by aligning themselves with an otherwise noble cause. Good Purpose is goodbusiness. If I had anything to say about it, Good Purpose would become an anchor if not THE anchor

of every clients plan.

6.Youth and the young at hear t willprevail. This will be true in business and life.

If you think todays world is just for geeks and kids,

then you are about to get your lunch handed to

you by geeks and kids. Think like a geek and act

like a kid. Itll keep you young (and in business).

7.Quality will rule over quantity. Many in the worldof social media are obsessed with how many friends,

fans and followers they have; in 2009, we will see that

become taboo as people create personal filters within

their own networks to keep out all but the highest qualit

people those whom they find add real valueto their personal conversations and communities.

8.Mobile carriers will get out of their own way and find a way to work together to enable marketers toexecute national mobile programs. This is just as inevitable as is the fact that mobile devices will become

our first choice device for all computing and communication. Hard to say if it will happen in 2009 or not, but

we are an information on-demand culture, and mobility is a driving force in meeting that need.

9. An increasing number of companies will create a C-suite level role for a lead Digital officer someone who reports to the CEO or CXO who helps transform the entire business (and culture) from

closed and controlling to open and collaborative. Social media is about social, not media; its about people

newly empowered and excited by technology; not the technology itself. And it star ts from the inside out,so Edelman Change is as important to Consumer programming as is the brand work itself. 13


20/26

The dawn of a new year always brings about perceptual differences. As a collective sigh of relief and optimistic

hopes seem to be in the air as the calendar turns to 2009, I can't help consider how many real differences a mer

couple of years make. It was only a few years back that we were preaching "we have to reach consumers where

they live, work and play"; today, we talk about "sharing information and content [primarily online]". It certainly isquite true that we are sharing more information online with each other than ever before, but it's also fair to say

that we are still doing a lot living, working and playing.

Take the 2008 Presidential Elections. While the Obama campaign used the web masterfully, people -- on both

sides -- were galvanized, energized and passionate about the election in their daily lives. For instance, more than

70 million people tuned into their televisions for the Vice Presidential debate. Strangers came together in record

numbers to meet other strangers on the live campaign trail. Conversations about the candidates, conventions

and the issues ensued at gyms, workplaces and even on vacations (I received many positive comments just by

wearing my candidate's campaign button while in Germany weeks before the election.) I could go on, but we all

have a lot of living, working and playing to do...

So in the great new year's spirit, I propose a couple of simple (right for the times as many of us are looking for

more "simplicity" in our lives) 2009 resolutions to help us better engage and resonate with consumers where and

they live, work and play:

1. Use real world terms and words

(Perhaps I should star t by replacing "consumers" with "women, men, people, etc."). Have you ever been with a

friend at the airport and they stop at a news shop to get some "long-leads" to read on the plane? I haven't. Let'

call them what they are: magazines. We continually talk about creating "buzz" and I still wonder what that exactly

means or how we measure it. I question if people consciously distinguish between on and off line media (youtub

is youtube, SNL is SNL). By thinking like real people do (and that's who we all are), we may be better able tothink about their real life moments and how we can better engage them.

2. Help find solutions

We all seek ways to improve, enhance and better our lives (this morning's TODAY show seemed to provide

countless suggestions and tips). So let's help our brands become problem solvers. When Axe was launched in

2002, brand programming was designed to boost young guys' confidence to help them in the dating game. For

the past three years, Charmin solved a huge real-time problem facing visitors to New York City -- a lack of public

rest rooms. This winter, Stove Top Stuffing heated a number of Chicago's Bus Shelters (and it's been cold in

Chicago). Beyond promoting brand's key functional benefits, let's consider ways they can truly enhance

people's real world lives. A little help will garner a lot of appreciation.

09Its about the daily moments of liviworking and playingHoward Pulchin, Managing Director, New York Consumer, United Stat


21/26

3. Think collective benefits AND personalized actions

Often the best programming personalizes a collective issue many face. Dove inspired women around the world

to think about what beauty really meant to them. Trojan served as a catalyst to get college students to take

personal pledges to do their part to improve the state of sexual health in America. We're going to be betterable to engage if we dig deep and not only think about collective benefits, but also the personal contributions,

actions or steps one man or woman can take. It takes a lot of individuals to start any movement.

4. Remember that individuals are three-dimensional

Entertainment companies don't generally "market" to my retired parents, but they still bought tickets to see

"Slumdog Millionaire" and "Doubt" in the past week, along with renting a couple of dvds from Netflix. Similarly,

my cabinets and refrigerator are filled with products generally marketed to "moms" (I don't live with my mother

or am one myself). It's easy -- and sometimes necessary -- to think in broad terms about different groups of

people. Yet it's also very easy to rely on old stereotypes that may not allow a new group of people to learn

about a brands offerings. As public relations experts and consultants, we're in a great position to efficiently reach

different groups of people. Let's consider how people are truly living their lives today and see that long-held

stereotypes are breaking down. All of the technological advancements that have brought on the changes in how

we now receive and share information, have also allowed us all to more fully dimensionalize how we live our lives

(and therefore engage with brands).

5. Approach programming with child-like imagination

A while back, I was at a company offsite and the session facilitator asked us who were the best "magical thinkers.

The answer Bart was looking for was "children" who can easily see an empty box as an opportunity. We are livin

in a data-driven world where so many things are tested and retested and retested...but I implore us to consider

more "what ifs" than "can't do's". Years ago, when I was working at Guinness, we had a dual problem to solve of

having people think differently about the stout, while at the same time, best ensuring that when people werecelebrating St. Patrick's Day, they first thought of the authentic Irish brew. A few of us got really excited about a

tactic of giving away a pub in Ireland to someone who lived in the U.S. Our excitement dimmed a bit when we

starting asking ourselves "how are we going to do that?" Luckily our imagination overpowered our known reality

to answer that question, and during the following couple of years, we immeasurably changed six people's lives

(yes, six pubs were given away) and inspired thousands of others.

Ultimately, its about enhancing and engaging

We're in the business of enhancing relationships between people and brands. And people are looking to

enhance their lives. Brands of all shapes and sizes can play a significant role here -- by providing information

people can use and share, by providing content that makes us think or laugh, by filling rational needs and

emotional wants. And my belief is that a key to enhancing relationships is to truly engage with people in awelcomed way in their daily lives be it on our favorite social networks, on the pages of our favorite magazines,

while we are walking down the streets or as we are engaging in our favorite pastimes. It's moments that make up

any person's day, and how we help brands engage with those work, life and play moments can a big difference.

09Its about the daily moments of living,

working and playing

Howard Pulchin, Managing Director, Edelman Consumer, United States


22/26

As we look at the state of Chinese consumers as we head into 2009 it is important to look back on three key

events that defined 2008 and had a major impact on the values and behavior of Chinese consumers. The

Chengdu earthquake, the Beijing Olympics and the melamine milk scandal, each in their own way, put a spotlight

on the challenges and opportunities of doing business in this very large and diverse nation.While the earthquake proved to be a terrible natural disaster it also had an amazing effect of galvanizing the

Chinese people to come together to help and support those affected. Government, corporations, NGOs and

private citizens responded in an unprecedented fashion that brought out the best in the country in a time of

national crisis. The spirit of doing good pervaded as people traveled to the stricken area to volunteer and

corporations were outbidding one another to see who could donate the most in relief aid.

Predictably, the Olympics also had a similar effect, filling the citizens with pride as they showcased their ability to

produce an awe inspiring opening ceremony not to mention the Chinese teams accomplishments

on the medal stand.

While these were both steps forward in giving China and its people new found confidence, the lingering product

safety issues underscored by the recent melamine milk crisis, continue to undermine the trust that consumers

place in industry and regulatory authorities.Each of these events has impacted the mindset and behavior of Chinese people. Here are three trends brands

should be aware of as we begin 2009:

1. Do The Right Thing. There is a tremendous ability in China for business to not only tap the

market for increased growth and profits, but to also invest in the countrys development through by supporting

social causes and projects. As evidenced by Edelmans recent Good Purpose consumer research, 77% of Chinese

consumers would remain loyal to socially responsible brands even in a recession. The study showed that commi

ment to helping othersand to brands and companies that share that commitment is by far the strongest in

China compared to nine other countries. Despite the economic downturn, China currently leads the way globally

in giving more financial or voluntary support to good causes. 85% of consumers in China say they are involved in

social causes, the highest number in the world.

2. Empowerment. The rise of online media, particularly blogs and BBS forums, have given consum-

ers unprecedented access to information and opinions. This channel holds tremendous power as consumers

place their trust in people like me more so than traditional forms of advertising and marketing. As a number of

cases have shown, online communities or smar t mobs are poised to attack or defend brands depending on how

honest and forthright they act. Here, as in other places around the world, brands that demonstrate their ability t

listen, be transparent, and participate in the conversation with consumers will be lauded and rewarded with

enhanced reputation and loyalty.

09Chinese Consumers in 2009Andrew Silver, Executive Director, Pegasus Communications, China


23/26

3. Self-Improvement. Be it their homes, health and beauty, education or artistic and cultural

endeavors, Chinese people are on a rapid quest to be improve their quality of life. There is tremendous opportu

nity for brands to par tner with consumers to create experiences and learning that will motivate and inspire them

to achieve. This is particularly important in the second and third tier cities beyond Beijing, Shanghai and Guang-zhou. While consumers in the major cities have achieved a middle-class lifestyle with homes, cars and other

modern amenities, the more rural markets lag behind in consumers use of new products and services. In these

cities it will be critical for foreign brands to show they can connect with local attitudes and behaviors to build

trust while bringing unique value at an affordable price.

09Chinese Consumers in 2009

Andrew Silver, Executive Director, Pegasus Communications, China


24/26

The end of 2008 saw the worlds most successful nations gripped by a once in a century financial crisis. Every

step of Americas remorseless and unedifying economic capitulation was mapped whilst simultaneously the other

powerful developed nations in its orbit surrendered to the r word their decline charted like a storybook.We all knew about it within minutes through Google alerts, rss feeds or perhaps a news piece on global televisio

networks. There were consistent similarities in reporting and the word crunch appeared in print in at least ten

languages that I have been able to find online. Often in times of economic uncertainty, countries, and individuals,

become more insular. After all, and perhaps understandably, its hard to think about genocide in Africa when

worrying about how to pay the electricity bill. But it strikes me the world is a whole lot smaller than the last time

there were economic shifts of this nature and that consumers worldwide are much more intimately aware now

of whats happening to other people like them in different towns, cities and countries.

The 2008 US election focused many within the 50 states on the way in which Obama ran his open source

campaign and also drove home the fact that the rest of the world (ROW) cared deeply about the change he

might bring to the countr y. As someone who spends time in both the US and in the ROW, it was fascinating to

see Americans realize quite how profoundly many people of different nationalities shared the view that change

was necessary. And of course 2008 had other moments of global sharing. Some of glory like thBeijing Olympics when we cheered swim machine Michael Phelps and enjoyed Jamaican Usain Bolts winning

antics. Others were more tragic including the Chinese earthquake in Sichuan province, bringing a wave of global

support, and the recent terrorist attacks in Mumbai, with the news driven by text messages and bloggers.

At Edelman we have long believed that an insight can be global, and shared by consumers in different coun-

tries, if it intimately captures the essence of a core need or belief of the consumer. See the Dove Campaign

for Real Beauty, or Omo detergent Every Child has the Right to Play [both Edelman clients]. With this in

mind I decided to undertake a small, and not particularly scientific, study to see what issues were going to be

important to consumers in different countries in 2009 and what companies and brands could do about them.

[Note: Strategy One, a DJ Edelman company, is better able to do this using highly strategic and effective

research]

My study, although it feels misleading to call it such, was of 30 people, twelve different nationalities, (some culled

from my facebook profile) and included individuals located in Brazil, China, India, Singapore, seven European

markets, the US and Canada. They work for companies in sectors as diverse as manufacturing, technology, music

media, retail, and medicine; were of both sexes and included stay-at-home parents (but no hockey moms). I asked

them what was going to be of most impor tance to them in 2009 and what they thought companies or brands

needed to do for them, and here in no particular order are the top six shared themes.

An Intimate Globe,

what will this mean in 2009

Christina Smedley, Global Managing Director, Edelman Consumer09


25/26

Going Back to Basics

Its clear that a shared global need will be the demand for value, for money and for keeping things simple, and

many mentioned changing their purchasing behavior to keep in step with the changing economy. In Brazil and

Singapore my research subjects also mentioned that brands should offer different alternatives at differing pricepoints, an interesting challenge for the marketer but perhaps we will see the rise of recession special products -

and for communicators theres news in that. Consumers will also want to look smart about where they are

shopping. We, in our programming, should develop ideas that acknowledge that and will resonate with them.

Obviously Wal Mart and online retailers like amazon.com will continue to over perform in the US, but in Europe

Lidl and Aldi will become badges of honor but note there will be no plastic bags to identify someone as shop-

ping there. So word of mouth tactics and creating localized communities to participate will be important; its all

about the consumer and not the channel.

Becoming Older, But not really

In 2009 the American Icon Barbie turns 50, as does Asterix, the heroic comic book Gaul, so beloved in Europe.

Perhaps more significantly nearly all of the G7 countries (Canada, France, Germany, Italy, Japan UK and USA) willhave a population median age of over 40 in 2009. The impact of boomers staying, or not, in the workforce will

begin to be felt with this backdrop of birth dearth and for marketers to leave this important group out of

programming will be mistake. There is also increased opportunity to find marketing platforms to address the

squeezed generation, those with children at home and parents needing assistance, something shared

across many countries.

But with this age-ing also comes the cross generational blurring of shared life experiences in many leisure

activities from music to travel to movies where generations are enjoying sharing the same events and life

moments. So visible in music, as one of my UK based research group asked me how many concerts have you

seen entire families at this year? Nintendos Wii has been instrumental in bringing families to play together home

EAs Rock Band brought old 70/80s favourites slam into the heart of the tween audience.At Edelman we call this commongraphics and we believe there is a need to rethink traditional audience

segmentation beyond demographics and psychographics and to look for shared needs and expectations across

generations and social groups. This will play globally across communication campaigns, and brands engaging

consumers in this way will drive deeper relationships.

Keeping Their Jobs

And everyone was so open about it! Being made redundant or laid off was top of mind for many, particularly in

UK and the US, and many are making preparations for this now. Consider this; LinkedIn (the professional-

networking site), has an average member household income of $110,000 and is seeing a new member sign up

every second. Our programming should consider finding ways to engage these new stay-at-home entrepreneur

and brands that provide opportunity will surely develop advocates for life.

Doing Something Better

This was said in a variety of different ways, from giving more time to charity to recycling more to getting a hybrid

(one purchaser for the American car industr y there). Twenty of my group highlighted this. Of course theres the

risk that as companies and consumers tighten their spend that sustainability and environmentalism will fall off the

priority list. [Note to marketers it seems consumers dont want this to happen.] Hopefully with the oil rich

countries now turning their attention to alternatives (Abu Dhabi hosts its first conference on this very topic this

month) momentum will continue. But what of the desire to give more time, money or effort? I guess this is alway

a new years resolution for many but as brands look at communication platforms in 2009 research is showing

there is still a desire and unmet need to provide consumers with a way to par ticipate and to share the

individual impact they are making on their micro or macro community.

An Intimate Globe,




26/26

Staying in Touch (or sharing and getting back in touch)

My entire group commented on the impact Facebook has had on their lives in 2008, but its more than Facebook

its the more open way they live now. About half joined in 2008 and suddenly their world has changed, they

have found old friends, made new ones and shared their daily existence in a way which had you asked them tenyears ago they would have found abhorrent. These constant and intimate connections will only increase in 2009

and all of our programmes, wherever we are in the world, need to provide tools and resources to enable our

consumers to keep their dialogue (whatever its about) going. Its cross generational themed conversation at that

which will only become more visible as Facebook Connect crawls across the internet. Also theres a rise in

cross boundary participation that is an untapped opportunity for brands its not just the Xbox Live generation

playing video games in multiple markets but consider the number of global womens book clubs on

livingsocial.com, the Scrabble worldwide game, and the fantasy cricket games shared between India and the UK.

We should be asking what our brands or companies do to bring people together to par ticipate with others

around the world.

Getting their Children to be More Globally Aware

Every single individual mentioned this as a priority for them (of those that had children). This outward facing

approach is growing rapidly in the US and Europe through the increased acceptance of the International

Baccalaureate, with its core educational aim of developing students who in the future will create a better world

through intercultural understanding and respect. The rise of a second or third language in school curriculums als

reflects this with the obvious choices being Mandarin and Spanish. We know that the millennial generation

already exists in a world with few borders. For those of us attempting to reach mothers and children in our

programming this is a clear opportunity and a shared need that a marketing programme could fulfill in multiple

countries. We all want the best for our children and now there seems to be a tipping point in wanting the best

for other peoples children too.

I am sure there are many other shared global wants, desires and needs amongst consumers in 2009, and some ofthem will be revealed along the way, but those highlighted above give us some guiding principles as we programme.

We need to be mindful as we further identify them, ideally with much better research at the core than mine, to look

across axis of industry and consumer wants to provide opportunities to engage for our audiences. Most critically we

need to remain nimble, the global tempo of shared news will only quicken. As communication professionals working in

a more intimate world, we need to be ready to anticipate, react and adapt our programming.

An Intimate Globe,



Consumer Trends 09 9on9 Edelman

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