For internal sharing only. Not for public distribution
BEING BRAVE &THE SHIFT TO MEANINGA Presentation to the PANA29 August 2019
Philip TiongsonT: @Ptiongson || @HavasOrtegawww.havasortega.com
BRAVE
UNIQUE
NOVEL
DIFFERENT PERSPECTIVE
DOES BEING BRAVE PAY?
cited in The Case for Creativity
The Case for Creativity
BRAVE HOW THEN DO YOU BE
STOP
LISTEN
For internal sharing only. Not for public distribution12 HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
FOR INTERNAL USE ONLYFor internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS13
FIELDED IN 2018 IN 32 MARKETS, N = 12,168
Argentina ● Australia ● Belgium ● Brazil ● Cambodia ● Canada ● China ● Czech Republic ● Denmark ● Ecuador ● France ● Germany ● India Indonesia ● Ireland ● Italy ● Japan ● Malaysia ● Mexico ● Myanmar ● Netherlands ● Philippines ● Poland ● Portugal ● Russia ● Saudi Arabia ● Singapore
South Africa ● Spain ● United Arab Emirates ● United Kingdom ● United States
THE PROSUMER REPORT
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS14
For more than a decade now, Havas has been speaking with the 15-20% of consumers who are influencing
trends and shaping markets around the globe
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
DIY
HEALTHA PH PROSUMER REPORT
+
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS16
Who is the PINOY PROSUMER?
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS17
Marketing savvy and
demanding of brands
Highly influential in their larger-than-average, but intimate, social circles
Constantly seeks out information and experiences
Explores and embraces innovation
Enthusiastic adopters,
testers, and disseminators of
new content, new media, new tech, new ideas,
new beliefs
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS18
Instigators
Mainstream
Laggards
15-20%Prosumers
They MAKE and UNMAKE a market category
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS19
97% of Filipino Prosumers consider themselves as the first
person they know to try the newest things
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS20
88% are consulted by their peers for counsel and recommendations on a range of topics,
including brands
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS21
80% are actively engaged in pop culture news, music, film, videos, literature, blogs
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS22
67% see their social media posts being shared or re-
posted by others
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS23
The POWER of the Filipino Prosumer
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93% of Filipino Prosumers believe that it is their responsibility to make a difference in the world
[Global Average: 85%]
I believe it is my responsibility
to make a difference
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS25
86% believe that whatever they do to try to help does make a difference
Nothing I do to try to help the planet
is going to make a difference
8% agree; 86% disagree
[Global Average: 22% Agree; 63% disagree]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS26
49% believe they have more power
as a consumer than as a voter
I have more influence on society as
a consumer than I do as a voter
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS27
60% will buy or refuse to buy a product based on -social activities
I often buy or refuse to buy a product
political/social activities
[Global Average: 52%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS29
But Filipino Prosumers are in a QUANDARY right now
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS30
They are feeling GUILT OVER CONSUMPTION
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
31
38% feel guilty about the things they buy
93% believes consumption is a patriotic act
it helps the economy
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
32
47% is worried that our consumer-based economy is putting society and the planet at risk
59% believes that a healthy economy requires a
high-level of consumer spending
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
33
82% believes that the best way to save the planet is to buy and consume less
59% admits that shopping and buying
new things make them happy
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS34
guilt over mindless consumption
will result to new behavior patterns
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
35
From
MINDLESS CONSUMPTION
To
MEANINGFUL CONSUMPTION
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS36
96% of Prosumers are already more mindful, more careful, and more involved when shopping
I am shopping more carefully and
mindfully than I used to
[Global Average: 85%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS37
73% are beginning to be more selective in their
Compared with a few years ago, do you ask yourself
the following question more, as, or less often when
Do I really need this?
[Global Average: 61%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS38
47% are asking themselves
when shopping and buying stuff
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS
THREE MAJOR BEHAVIORAL SHIFTS
MEANINGFUL CONSUMPTION
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS40
MEANINGFUL CONSUMPTIONwill see Prosumers being more
involvement with key social issues
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS41
88% would be willing to buy products and pay more for those that are involved in a good cause
I am willing to pay a bit more for
a product if a portion of the proceeds
goes to a good cause
[Global Average: 71%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS42
Mindful Consumption will also lead towards
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS43
93% of Prosumers believe that buying from local producers is a patriotic act
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS44
Mindful Consumption will also lead to environment and planet-friendly
brand choices
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS45
95% of Prosumers when shopping already consider the impact their behaviors have on the planet
I am making a conscious effort
to minimize my negative impact
on the planet/environment
[Global Average: 86%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
46
From
MINDLESS CONSUMPTION
To
MEANINGFUL CONSUMPTION
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS47
The Big Question:
How should brands respond in a
mindful, more meaning-centric?
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
BE BRAVE THESE ARE UNCHARTED TERRITORIES.
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS49
Brands must recognize that a new Filipino consumer is emerging
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS50
This new Filipino consumer has new,
unprecedented needs
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS51
NEW AND IMPROVINGDO-GOODER
LOCAL, BENEFACTORECO-WARRIOR
UTILITARIANZEN
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
52
NEW, AND IMPROVING, ME
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
Always in flux, always developing, always learning, always growing, always evolving, always unboxing –
TO BE THE BEST VERSION OF ME
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS53
I am making an effort to improve the way I live
99%
[Global Average: 94%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS54
I am making an effort to improve the person I am
97%[Global Average: 92%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS55
What I buy says a lot about who I am
73%
[Global Average: 67%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
56
57
59
DO-GOODER ME
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
“I have the power to choose – and I choose to support brands that resonate with my values.”
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS60
I am willing to pay a bit
more for a product if a
portion of the proceeds
go to a good cause
88%
[Global Average: 71%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS61
I have been making an effort to buy more products that support
social or political causes
50%
[Global Average: 47%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS62
I often buy or refuse to buy a product based on a
values or political-social activities
60%
[Global Average: 52%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
63
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS64
Buying local and supporting local contributes to the community and to the economy
LOCAL, BENEFACTOR, ME
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS65
It makes me feel good to support local producers, artisans, and manufacturers
95%
[Global Average: 88%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS66
Buying national/local products is a patriotic act; it helps my
93%
[Global Average: 81%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS67
I am buying products from local producers more so as to have a positive effect on my community
60%
[Global Average: 49%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
68
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS69
Consciously and actively minimizing their environmental impact and always assessing
ECO-WARRIOR ME
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS70
I am making a conscious effort to minimize my
negative impact on the planet/environment
95%
[Global Average: 86%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS71
I would like to see electric vehicles completely replace gas-powered vehicles
over the next couple of decades
88%
[Global Average: 77%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS72
I am willing to pay more for alternative sources of energy
(e.g., solar, wind)
80%
[Global Average: 64%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
73
74
75
UTILITARIAN ME
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
A return to the basics – and to what the most important things in life are whilst choosing and shopping
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS76
I am trying more often to consume only what I truly need
88%[Global Average: 68%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS77
I am asking more often reallywhile shopping
73%
[Global Average: 61%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
78
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS79
The search for peace and calm amidst all the choices that they face on the shopping shelves and in life
ZEN ME
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS80
I often wish it were easier to decidewhich product to buy
78%
[Global Average: 69%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS81
I often feel overwhelmed by the product choices in the supermarket
63%
[Global Average: 52%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS82
Brands give too much information about their products - it becomes overwhelming
53%
[Global Average: 45%]
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS83
It annoys me when brands try to sell me additional products or functions I do not need
75%
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
[Global Average: 67%]
84
85
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS86
NEW AND IMPROVINGDO-GOODER
LOCAL, BENEFACTORECO-WARRIOR
UTILITARIANZEN
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS87
Which of these needs are you beginning to see in your
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS88
How are you preparing for the shift from mindless consumption
to mindful, meaningful
consumption?
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
BRAVE Which of these needs do you think can give you
the opportunity to be
For internal sharing only. Not for public distributionHAVAS LIFE PROSUMER REPORTS90
How can your brand create meaning for consumers?
HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
For internal sharing only. Not for public distribution91 HAVAS ORTEGA GROUP PROSUMER REPORTSFor internal sharing only. Not for public distribution
If you want a copy of the Philippine White Paper on the Emerging Shift to meaning,
For internal sharing only. Not for public distribution
BEING BRAVE &THE SHIFT TO MEANINGA Presentation to the PANA29 August 2019
Philip TiongsonT: @Ptiongson || @HavasOrtegawww.havasortega.com
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