BEING BRAVE & THE SHIFT TO MEANING A Presentation to the PANA - - PowerPoint PPT Presentation

BEING BRAVE & THE SHIFT TO MEANING

A Presentation to the PANA 29 August 20 19 Philip Tiongson T: @Ptiongson || @HavasOrtega www.havasortega.com

BRAVE

UNIQUE

NOVEL

DIFFERENT PERSPECTIVE

DOES BEING BRAVE PAY?

BRAVE

HOW THEN DO YOU BE

STOP

LISTEN

THE PROSUMER REPORT

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

DIY HEALTH

A PH PROSUMER REPORT

+

W ho is the PINOY PROSUMER?

• ut information

They MAKE and UNMAKE a market category

97% of Filipino Prosumers consider themselves as the first person they know to try the newest things

88% are consulted by their peers for counsel and recommendations on a range of topics, including brands

80 % are actively engaged in pop culture news, music, film, videos, literature, blogs

67% see their social media posts being shared or re- posted by others

The POW ER of the Filipino Prosumer

93% of Filipino Prosumers believe that it is their responsibility to make a difference in the world

86% believe that whatever they do to try to help does make a difference

4 9% believe t hey have more pow er as a consumer t han as a vot er

60 % will buy

• r refuse to buy

a product based on

• social activities

But Filipino Prosumers are in a QUANDARY right now

They are feeling GUILT OVER CONSUMPTION

38%

feel guilty about the things they buy

93%

believes consumption is a patriotic act it helps the economy

47%

is worried that our consumer-based economy is putting society and the planet at risk

59%

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

guilt over mindless consumption will result to new behavior patterns

From

MINDLESS CONSUMPTION

To

MEANINGFUL CONSUMPTION

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

73% are beginning to be more selective in their

Do I really need this?

47% are asking themselves when shopping and buying stuff

THREE MAJOR BEHAVIORAL SHIFTS

MEANINGFUL CONSUMPTION

MEANINGFUL CONSUMPTION

will see Prosumers being more involvement with key social issues

88% would be willing to buy products and pay more for those that are involved in a good cause

Mindful Consumption will also lead towards

93% of Prosumers believe that buying from local producers is a patriotic act

Mindful Consumption will also lead to environment and planet-friendly brand choices

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

• n the planet/ environment

MINDLESS CONSUMPTION

MEANINGFUL CONSUMPTION

The Big Question:

How should brands respond in a mindful, more meaning-centric?

BE BRAVE

THESE ARE UNCHARTED TERRITORIES.

Brands must recognize that a new Filipino consumer is emerging

This new Filipino consumer has new, unprecedented needs

NEW AND IMPROVING DO-GOODER LOCAL, BENEFACTOR ECO-W ARRIOR UTILITARIAN ZEN

NEW , AND IMPROVING, ME

Always in flux, always developing, always learning, always growing, always evolving, always unboxing – TO BE THE BEST VERSION OF ME

I am making an effort to improve the way I live

99%

I am making an effort to improve the person I am

97%

W hat I buy says a lot about who I am

73%

DO-GOODER ME

“I have the power to choose – and I choose to support brands that resonate with my values.”

I am willing to pay a bit more for a product if a portion of the proceeds go to a good cause

88%

I have been making an effort to buy more products that support social or political causes

50 %

I often buy or refuse to buy a product based on a values or political-social activities

60 %

Buying local and supporting local contributes to the community and to the economy

LOCAL, BENEFACTOR, ME

It makes me feel good to support local producers, artisans, and manufacturers

95%

Buying national/ local products is a patriotic act; it helps my

93%

I am buying products from local producers more so as to have a positive effect on my community

60 %

Consciously and actively minimizing their environmental impact and always assessing

ECO-W ARRIOR ME

I am making a conscious effort to minimize my negative impact on the planet/ environment

95%

I would like to see electric vehicles completely replace gas-powered vehicles

• ver the next couple of decades

88%

I am willing to pay more for alternative sources of energy (e.g., solar, wind)

80 %

UTILITARIAN ME

A return to the basics – and to what the most important things in life are whilst choosing and shopping

I am trying more often to consume

• nly what I truly need

88%

I am asking more often really while shopping

73%

The search for peace and calm amidst all the choices that they face on the shopping shelves and in life

ZEN ME

I often wish it were easier to decide which product to buy

78%

I often feel overwhelmed by the product choices in the supermarket

63%

Brands give too much information about their products - it becomes

• verwhelming

53%

It annoys me when brands try to sell me additional products or functions I do not need

75%

NEW AND IMPROVING DO-GOODER LOCAL, BENEFACTOR ECO-W ARRIOR UTILITARIAN ZEN

W hich of these needs are you beginning to see in your

How are you preparing for the shift from mindless consumption to mindful, meaningful consumption?

BRAVE

W hich of these needs do you think can give you the opportunity to be

How can your brand create meaning for consumers?

If you want a copy of the Philippine W hite Paper

• n the Emerging Shift to meaning,

crystal.yaptinchay@havasmediaortega.com

BEING BRAVE & THE SHIFT TO MEANING

A Presentation to the PANA 29 August 20 19 Philip Tiongson T: @Ptiongson || @HavasOrtega www.havasortega.com