Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015

Innovation and the Earned BrandGermany

The Earned Brand Methodology

TimingApril – May 2015

Quantitative Online Survey10 countries: U.S., Mexico, Brazil, France, Germany, U.K., China, Japan, India, Australia10,000 respondents, nationally representative of age, gender, and region based on most recent country status data

Behavioral Focus Groups16 millennials in New York and London

Mobile Diaries25 millennials, with them on their mobiles, for 2 weeks, in Brazil, U.K., India, China and the U.S.

The Earned Brand | Edelman 2015 | pg 2

A global survey of consumer attitudes toward brand innovation

Q5P1: Please select the statement from each group that best represents how you feel. (Innovation is just an overused term, it’s not leading to anything) vs. (Innovation is essential for us today and it’s helping us to progress). Q5P4: Please select the statement from each group that best represents how you feel. (Innovation is making us more and more like robots) vs. (Innovation is opening the human spirit) 10-country global total and in Germany.

Percent who agreed with each statement:

Innovation inspires people

“When you look at anything innovative, it will inspire you and make you feel more energetic.”

Zhu X, 22, China

92%

innovation opens the human spirit

innovation is essential and it’s helping us to progress

77%

89%

85%


They believe that brand innovation should have big goals with societal impact

Q14. What do you think the role of innovation is for brands today and in the future? (in the future) 10-country global total and in Germany.

to improve society

to push our thinking as a society

69% 66%63%


agree that brand innovation needs to impact society(one or more of the following)

in9 1075% 67% 66%

to let us be one step ahead of other countries

Business has the biggest role to find the next big thing

Q15. Where do you think the next big thing will come from? In Germany.

Consumers in Germany believe the next big thing will come from…


BUSINESS

18%

INDIVIDUALS/PEOPLE LIKE ME

82%

26%

ACADEMICS/UNIVERSITIES

Technology Mobile Energy Healthcare Food and beverage Education

65%

35%28%

15%11%

5%

42%

20%

46% 49%

16%

35%

Innovation should come from industry sectors beyond technology and mobile

Q65: Thinking more specifically about the innovation in the products and services you use throughout your life, what industries do you see the most innovation in TODAY? Q66: … what industries do you want to see innovation in TOMORROW? In Germany.

Percent of Germany’s consumers who say they see innovation coming from each industry sector today, and who want to see it from each sector tomorrow:

INNOVATION GAP

1834


305

INNOVATION TODAY INNOVATION TOMORROW

WANT LESS TOMORROW WANT MORE TOMORROW

3 in 4 have privacy concernsPrivacy concerns are especially strong in Germany, the U.K., the U.S. and Australia.

Global Australia Brazil China France Germany India Japan Mexico U.K. U.S.

66%74%

61% 58% 56%

76%

55%

66% 64%71%

75%

Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in Germany

Percent who feel that each is happening in the world today – privacy issues:


Privacy issues76%

“I don’t care if they know I go to the grocery store—but I don’t want them to sell information to that grocery store.”

Nick, U.S.

Source: Mobile Diaries

And the majority have concerns about the impact on the environmentEnvironmental concerns are global, but strongest in Europe and Latin America.


58% 61% 62%

52%

62%66%

54% 52%

62%54% 51%

Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in Germany.

Percent who feel that each is happening in the world today – impact on the environment:


Impact onenvironment66%

“Technology and innovation bring convenience, but it brings problems, too. Cars change my life, but too many cars result in air pollution, traffic jams and parking problems.”

Yao, China


2 in 3 concerned about having to be always onGermany and Brazil are most concerned; Japan and China are less so.


50%54%

65%

36%

53%

63%

41%

29%

57%

46%53%

Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in Germany.

Percent who feel that each is happening in the world today – having to be always on:


Beingalways on63%

Nearly half have security concernsSecurity concerns are highest in Japan and the U.S., and less of an issue in China.


54%

69%

51%

33%

49%44% 44%

75%

41%

64%71%

Q22. Thinking about the below, please indicate which of the following you feel is happening in the world today. 10-country global total and in Germany

Percent who feel that each is happening in the world today – your security being compromised:


Security44%

“Some back door issues may leak personal information, including personal banking details.”

Yao, China


The stakes:Because of their concerns, they’re not buying

Q27. Thinking about the below, please indicate which of the following you feel is happening in the world today. … IMPACT ON PURCHASING DECISION 1 = Has no impact on what I buy … 4 = Makes me not want to buy something. In Germany.

say they will not buy because of their concerns

Percent of Germany’s consumers who feel that each is happening in the world today, and percent who say their concerns makes them not want to buy something:


87%

Privacy issues

Being always on SecurityEnvironment

We’ve always known that peers provide recommendations, but today peers also help convert purchasers

Q41: Thinking about the conversations you have online and offline with friends and other people like you about brands, products and services you purchase, what impact do they have on you? 10-country global total and in Germany.

The impact of online/offline conversations about brands with friends and other people like me:

Build inspiration

Push consideration

They give me a sense of community

They get me

They push me to try new things

They suggest products/services

They make me trust the brand more

They help me overcome concerns

They help me make decisions

They warn me about the risks

16%

17%

25%

27%

29%

37%

44%

45%


20%28%36%23%21%36%53%52%

Innovation and the

Earned Brand

Thank you. Kontakt für Rückfragen und vertiefende Daten:

Uta BehnkeManaging Director und

Practice Lead Brand Marketing

Edelman GmbHMedienpark Kampnagel

Barmbeker Straße 422303 Hamburg

Tel.: +49 (0)40 374798 [email protected]

Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015

Marketing

Transcript of Präsentation Edelman Markenstudie Innovation and the Earned Brand 2015