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Crowds. And their wisdom. Meabh Quoirin | MD, Future Foundation

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2

Marketing duels

“It is better to be excitingly right in general than to be dully accurate in particular.” Gore Vidal from the novel ‘Burr’

2

3

The Power of Me... The Value of We

“I find it important to have my own views on issues and have my own tastes, as I don’t

like to think that I just follow the crowd.” Female, 27, NYC, USA 2013

3 in 5 are much more likely to buy a

product if a friend or family member

recommends it to them.

Sources: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2013

Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2012

1 in 3 British

consumers want to stand out from the

crowd

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The Issue Social (Media) Shifts

4

5 5

Uniquely Belong 1

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Performative Perfection

“It’s important to build a good identity on social networks as

it is part of you and your friends are there watching

most of the time. The online identity should reflect your real personality, but cooler

on internet.”

Male, 25, Guangzhou, China

6

2

7

Global Average

49% 13%

“I would consider giving companies access to information about my past purchases in

exchange for discounts on products/services”

Strongly Agree

Canada 47%

China 62%

Italy 50%

UK 52%

Source: nVision Research | Base: 1,000-5,000 online respondents per country aged 16-64, 2013

Consumer Capital 3

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Some Solutions

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Narrative Data

9

4

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The Power of Anon

“I use the privacy settings a lot more than before. Before I

didn’t mind that all my contacts could see all my posts and

information.

As my network has extended, I need to have a certain

hierarchy in my contacts. I don’t want to share the

same content with everybody.”

Female, 32, Germany, 2013

10

5

11

Baby Boomers

Gen X

Gen Y

The Power of Anon

Source: nVision Research | Base: Social networkers among 1,000 online respondents aged 16+, GB, 2013

“People share too much personal

information on social networking sites”

86%

84%

77%

82%

British social networkers

ANON

42%

Strongly agree

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REcreate

12

6

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The Mantra

13

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Train Station

The Death of Risk

1 in 2 are attracted to risk.

Risk is now selfish behaviour. The freedom to do something has increasingly been trumped by the freedom from something.

Less than 1 in 10 are prepared to take risks.

14

7

15

The Death of Risk

Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2013

“Yes, I think consumer reviews are a huge driving force in determining what

products are sold.

I 100% trust Amazon and Yelp reviews because they

are crowdsourced.”

Male, 26, San Francisco

“In which, if any, of the following areas do you turn

to an expert for advice?”

76%

23%

23%

Health matters

Planning travel/holidays

Deciding which new mobile phone to buy

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Native Marketing

16

8

17

O N E F O R A L L

A L L F O R O N E

In so many market

situations, this is the

one-size-fits-nobody

generation.

The cult of

individualism means

never having to say:

Actually, a lot of the

time I just do what

everyone else does.

The Future of Validation 9

LONDON | NEW YORK | STOCKHOLM