copyright © environics research group 2007 a presentation by michael adams president, environics...
TRANSCRIPT
Copyright © Environics Research Group 2007
A Presentation by
Michael AdamsPresident, Environics Group of Companies
for
The Scenario Roundtable on the Future of the Canadian Payments System
STAYIN’ ALIVE: How Canadian Baby Boomers Will Work, Play, and Find
Meaning in the Second Half of Their Adult Lives
Copyright © Environics Research Group 2007
Bead CurrencyAfrica, 30,000- 100,000 B.C.
The Evolution of Payments Systems
Roman Coins211 B.C.-474 A.D.
Paper CurrencyChina c.600 A.D.
Credit CardsDiners’ Club, 1950
Debit CardsFirst National Bank (Seattle), 1978
Online BankingPresidential Savings Bank, 1995
Mobile CommerceCoca-ColaHelsinki, 1997
Financial appsiPhone, 2007
Copyright © Environics Research Group 2007
The Environics Social Values Monitor
• Annual Environics survey
• Started in Canada in 1983
• Sample of 2,600 Canadians age 15 and over
• Battery of 300+ questions that measure 100+ values,
motivations and socio-cultural characteristics
Measuring social values in Canada
Copyright © Environics Research Group 2007
1. As soon as I see an opportunity to try something new, I do it.
2. I like to be immediately informed of new products and services so that I can use them.
3. To try new products, new places for vacation, or new foods, just for the pleasure of novelty.
Active desire to discover new “modern” products, services and experiences, and to integrate them into the routine of daily life. People who are strong on this trend want to experience something new everyday.
Pursuit of Novelty
Examples of Social Values
Copyright © Environics Research Group 2007
The tendency to save and accumulate money that is motivated by a moral rather than an economic impulse.
1. If I put money away, it would mainly be:– To buy something I want– To safeguard my future
2. Which of these two opinions about money do you hold:– Money is for saving– Money is for spending
Saving on Principle
Examples of Social Values
Copyright © Environics Research Group 2007
1. We should show respect to people in positions of authority.
2. The best way to get something from someone is by putting your foot down.
3. I think that young people should be: Taught to obey authority Taught to question authority
Rejecting unquestioning respect for and deference to those in positions of authority. Belief that authority should not be respected for its own sake. Desire to transcend rigid frameworks or traditional institutions.
Examples of Social Values
Rejection of Authority
Copyright © Environics Research Group 2007
1. I am excited by the possibilities presented by the new technologies.
Favourable bias toward technology. Tendency to be fascinated with the possibilities offered by modern technology; to believe that technology is the best tool for facing today’s world, one that helps us adapt and respond to the demands of daily life. People who are strong on this trend have great confidence that science and technology can better their lives.
Enthusiasm for Technology
Examples of Social Values
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CONFORMITY AND EXCLUSION
IDEALS AND INDIVIDUALISM
OU
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EC
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EC
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AIMLESSNESS
APOCALYPTIC ANXIETY
TECHNOLOGICAL ANXIETY
AVERSION TO COMPLEXITY IN LIFE
IMPORTANCE OF PRICE
UTILITARIAN CONSUMERISM
NEED FOR ESCAPE
CONTROL OF DESTINY
EQUAL RELATIONSHIP WITH YOUTH
IMPORTANCE OF SPONTANEITY IN DAILY LIFE
NEW SOCIAL RESPONSIBILITY
SPIRITUAL QUEST
REJECTION OF AUTHORITY
NEED FOR STATUS RECOGNITION
OSTENTATIOUS CONSUMPTION
IMPORTANCE OF BRAND
PURSUIT OF INTENSITY ANDEMOTIONAL EXPERIENCES
ADAPTIVE NAVIGATION
CONCERN FOR APPEARANCE
ATTRACTION TO VIOLENCE
NEED FOR AUTONOMY
ETHICAL CONSUMERISM
EQUALITY OF THE SEXES
ENTHUSIASM FOR TECHNOLOGY
INTROSPECTION AND EMPATHYFLEXIBLE DEFINITION OF FAMILY
FLEXIBILITY OF GENDER IDENTITY
CULTURAL FUSION
FULFILLMENT THROUGH WORK
CONFIDENCE IN BIG BUSINESS
PURSUIT OF NOVELTYSOCIAL DARWINISM
CYNICISM
DECONSUMPTION
EVERYDAY ETHICS
EMOTIONAL CONNECTIVITY
PURSUIT OF ORIGINALITY
SOCIAL LEARNING
HETERARCHY
The Social Values Map
Copyright © Environics Research Group 2007
CONFORMITY AND EXCLUSION
OU
TE
R-D
IRE
CTE
D
NEED FOR STATUS RECOGNITION
OSTENTATIOUS CONSUMPTION
IMPORTANCE OF BRAND
PURSUIT OF INTENSITY ANDEMOTIONAL EXPERIENCES
ADAPTIVE NAVIGATION
CONCERN FOR APPEARANCE
CONFIDENCE IN BIG BUSINESS
PURSUIT OF NOVELTY
Martha Stewart
Copyright © Environics Research Group 2007
CONFORMITY AND EXCLUSION
INN
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-DIR
EC
TE
D
AIMLESSNESS
APOCALYPTIC ANXIETY
TECHNOLOGICAL ANXIETY
AVERSION TO COMPLEXITY IN LIFE
IMPORTANCE OF PRICE
UTILITARIAN CONSUMERISM
ATTRACTION TO VIOLENCE
SOCIAL DARWINISM
CYNICISM
Don CherrySAVING ON PRINCIPLE
Copyright © Environics Research Group 2007
IDEALS AND INDIVIDUALISM
INN
ER
-DIR
EC
TE
D
NEED FOR ESCAPE
CONTROL OF DESTINY
EQUAL RELATIONSHIP WITH YOUTH
IMPORTANCE OF SPONTANEITY IN DAILY LIFE
NEW SOCIAL RESPONSIBILITY
SPIRITUAL QUEST
REJECTION OF AUTHORITY
FULFILLMENT THROUGH WORK
DECONSUMPTION
EVERYDAY ETHICS
David Suzuki
Copyright © Environics Research Group 2007
OU
TE
R-D
IRE
CTE
D
NEED FOR AUTONOMY
ETHICAL CONSUMERISM
EQUALITY OF THE SEXES
ENTHUSIASM FOR TECHNOLOGY
INTROSPECTION AND EMPATHYFLEXIBLE DEFINITION OF FAMILY
FLEXIBILITY OF GENDER IDENTITY
CULTURAL FUSION
EMOTIONAL CONNECTIVITY
PURSUIT OF ORIGINALITY
SOCIAL LEARNING
IDEALS AND INDIVIDUALISM
HETERARCHY
Barack Obama
Copyright © Environics Research Group 2007
Security, Stability and Exclusion
Experience and Personal Development
Autonomy and Well-being
Social Success, Materialism and Pride
CONFORMITY AND EXCLUSION
IDEALS AND INDIVIDUALISM
OU
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EC
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EC
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Long-term social change Canada1983-2008
1992 – 30%
2009 – 27%
1992 – 27%
2009 – 24%
1992 – 22%
2009 – 26%
1992 – 22%
2009 – 23%
Copyright © Environics Research Group 2007
Security, Stability and Exclusion
Experience and Personal Development
Autonomy and Well-being
Social Success, Materialism and Pride
CONFORMITY AND EXCLUSION
IDEALS AND INDIVIDUALISM
OU
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EC
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• Trust banks and other financial institutions• Going to the branch is a social occasion• Love shopping/buying things• Pragmatic enthusiasts of new technology
• Mistrust everyone• Love cash – fat wallet means
wealth• Collect Canadian Tire money• Utilitarian consumers, focused
on cheapest price• Late adopters of technology
• Early adopters• Embrace technology
(facebook)• Experiment with being
cashless• Instant access to their money• Savvy consumer who join
loyalty reward programs for benefits
• Educated and affluent• Distrustful of financial
institutions• Concerned with privacy and
tracking spending (cookies)• Social activists (NGOs, public
service, etc.)
The Mental Postures of the Quadrants
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