mccann worldgroup 1. mccann worldgroup 2 synthèse de la présentation du 06/05/2011 the futures...

McCann Worldgroup 1

McCann Worldgroup 2

Synthèse de la présentation du 06/05/2011

THE FUTURES COMPANY+MCCANN NY @ MCCANN NY

25/05/2011

THE USA hAVE GROWN UP

McCann Worldgroup 3

• Fielding 1: Macro trend analysis

• 3,998 respondents

• Fieldings 2-4: Tracking key measures and deep dives into Finances & Spending, Multicultural, Health & Wellness and Sustainability

• 2,500 respondents each

+

McCann Worldgroup 4

UNITED WE STAND

… FRATERNITE

LIBERTE, EGALITE…

McCann Worldgroup 5

McCann Worldgroup 6

THINGS WILL NEVER BE SAME

What once defined the United States…

… No longer stands.

McCann Worldgroup 7

CHILDREN DO NOT MAKE A MARRIAGE41 percent of Americans say having children is very important for a successful marriage, compared to 65 percent in 1990(Pew Research Center, 2007)

LET’S HEAR IT FOR THE GIRLSThe divide between men and women is shrinking especially within the couple:

DADDY DAYCAREStructural unemployment and the stress of managing personal and professional life has led to an increase in stay at home dads.

2002: 105,000 2006: 159,000 (Census)

MOST EDUCATED SPOUSE% COUPLES IN WHICH

WIFE EARNS MORE

MenWome

n

1977 35% 41%

2008 59% 45%

% REPORTING WORK-LIFE CONFLICTS

McCann Worldgroup 8

“In the United States, unemployment has typically been a relatively brief affair. The vast majority of people who lost jobs soon found new work…the latest figures indicate that 46 percent of Americans classified as unemployed – meaning they are out of work and seeking a job – have been unemployed for at least six months. That is nearly twice the previous post-World War II high, set in 1983.”

(“When Being Out of Work Becomes a Chronic Condition,” The New York Times, 07.16.10)

THE LAND OF OPPORTUNITY IS NOW PLAGUED BY STRUCTURAL UNEMPLOYMENT

McCann Worldgroup 9

“Of the top 30 jobs projected to grow at the fastest

rate over the next decade, only 7 typically require a

bachelor’s degree according to the BLS…among the

top 10 growing categories, two require college

degrees: accounting (a bachelor’s) and

postsecondary teachers (a doctorate). But this growth

is expected to be dwarfed by the need for registered

nurses, home health aides, customer service

representatives, and store clerks.” (“What’s the Key to Success in the United States?”, The New York Times, 05.14.10)

HIGHER EDUCATION: ONCE A PREREQUISITE NOW AN OPPORTUNITY COST

McCann Worldgroup 10

“Consumers are returning to the marketplace in ways that defy simplistic conventional wisdom…Prioritization has replaced accumulation as consumer’s primary shopping style…consumers do not have the financial wherewithal they used to have, but they have not given up their aspirations to the good…”

(“First Things First,” The Futures Company Finance and Spending View, 05.27.10)Americans are broke – and depressed – and also

swilling $3 lattes and waiting in line for iPhones.

Welcome to the schizophrenic economy

(“The New Abnormal,” Business Week. 07.29.10)

“

68% “Sometimes I just need to treat myself to something nice/fun even if I have to tighten up my budget in other places”

FROM BULIMIA TO SCHIZOPHRENIA OR HOW THE AMERICAN WENT FROM CONSUMER TO INDIVIDUAL

54 percent of consumers say “I prefer name brands,” compared to 46 percent who say “I prefer store brands”

(Yankelovich MONITOR 2010 Finances & Spending Lens)


UNITED WE STAND


UNITED WE STAND

A diverse population and a splintered marketplace… Thinking as one in the face of adversity…

BROADBAND DIVIDE

HOUSEHOLD DIVERSITY

GENDER IDENTITY

RELIGIOUS DIVERSITY

RACIAL DIVERSITY

MEDIA COCOONS

THE EMPLOYED

AND

THE UNEMPLOYED

POLITICAL IDEOLOGY


What OUR future will look like…

UNITED WE STAND

WELL-BALANCED

QUALITATIVE

DIFFERENT

HEALTHY

OPEN

IN-CONTROL

76% “Quality is no less important to me today than it has been in the past”

68% “The recession will change our nation forever”

75% “In order to be successful in today’s world, young people must have an awareness of cultures outside the US”

70% Say “being in control of your life is a sign of success and accomplishment”

62% “Everyone pays the price when an individual leads an unhealthy lifestyle”

71% Say finding enough time for family and friends is important to them in their personal life today


LIBERTE ET EGALITE


2008, 2009

Today

ECONOMY IN FREE FALL

“MOST INSTITUTIONS WERE TAKEN BY SURPRISE”

LIBERTE ET EGALITE

FORECLOSURE FRENZY

JEOPARDIZED HEALTH BENEFITS

RISING COSTS

“THE PAIN IS SHARED”

“MOST INSTITUTIONS HAVEMY BEST INTERESTS AT HEART”

A STILL-SLOW ECONOMY

STUBBORN UNEMPLOYMENT

CORPORATE ABUSES

LACK OF PROGRESS

“WAS I CONNED?”

“WERE LESSONS LEARNED OR IS IT BACK TO BUSINESS-AS-USUAL?”

“DOES ANYONE KNOW WHAT THEY ARE DOING?”

“WHERE IS THE END TO MY CRISIS FATIGUE?”


LIBERTE ET EGALITE


LIBERTE ET EGALITE

Stunned and outraged by the audacity of betrayal…… People are in search of fairness

SKEPTICAL RESPONSIBLE & SELF-MOTIVATEDDISILLUSIONED

Agree “Business is too concerned with profits and not enough with public responsibility”

79%

63%Agree “I am increasingly

skeptical of the claims made by brands on packaging and

advertisements”(2010 Global Monitor, US sample)

Agree “If Americans turn out to be less well off in the future than they have been in the past, they may actually be happier because of it”

43%

70%Better increase your chance of succeeding in today’s world by: “Becoming as self-reliant as possible” (over “seeking the help and guidance of professionals”)

(2010 Global Monitor, US Sample)

Agree “I feel that I can make a difference to the world around me

through the choices I make and the actions I take”

69%


LIBERTE ET EGALITE

• Skepticism advancing

• Brightsiding challenged

• Emotional and material privation

• A new focus on self

• Burrowing deeper into safer networks

• Questioning social responsibility efforts

Trends driving fairness


LIBERTE ET EGALITE


… FRATERNITE


… FRATERNITE

Rank

CategoryShare of

Time June 2010

Share of Time June

2009

% Change in Share of

Time

1 Social Networks 22.7% 15.8% 43%

2 Online Games 10.2% 9.3% 10%

3 E-mail 8.3% 11.5% -28%

4 Portals 4.4% 5.5% -19%

5 Instant Messaging 4.0% 4.7% -15%

6 Videos/Movies 3.9% 3.5% 12%

7 Search 3.5% 3.4% 1%

8 Software Manufacturers

3.3% 3.3% 0%

9 Multi-category Entertainment

2.8% 3.0% -7%

10 Classifieds/Auctions 2.7% 2.7% -2%

Source: The Nielsen Company.

Top 10 sectors by share of internet time


… FRATERNITE

Information is no longer top-down but horizontal…… Forever changing the character of the marketplace.

Agree “I am enthusiastic about new technology that can enable me to find and interact with like-minded people”(2010 Global Monitor, US sample)

51%

Information =

Collaborative

≠Brands

=Unintrusive

50%

Agree “I am greatly annoyed with the amount of advertising and branded pages on social networking sites (like facebook and Twitter”)*


… FRATERNITE

Especially among youth.

Millennials 64%

Xers 49%

Boomers 38%

Matures 42%

“Advertising IS NOT a good way to learn about new trends & things to buy!”“Advertising IS NOT a good way to learn about new trends & things to buy!”

FRANCE

GERMANY

USA

RUSSIA

UK

CHINA

MEXICO

INDIA

FRANCE

GERMANY

USA

RUSSIA

UK

CHINA

MEXICO

INDIA

68%68%65%65%

64%64%

60%60%

46%46%45%45%

32%32%

70%70%

1977 2003

Word ofMouth

Ads

Editorial

67 92

53 50

47 40

Youth trust “unknown peers” more than experts & adverts.

Agree “I am greatly annoyed with the amount of advertising and branded pages on social networking sites (like facebook and Twitter”)*


… FRATERNITE


A COMING OF AGE OF THE AMERICAN: « SWIFT ADOLESCENCE AND ENTRANCE INTO ADULTHOOD »

• RESILIENCE: STILL THE SAME DNA • GROWING MATURITY: PERFORMANCE WITH PURPOSE• OPENNESS: LOCAL COMMUNITY & GLOBAL HUMAN COMMUNITY


FROM:PROCESSEDFUNCTIONALREADY TO EATALONE

TO:RAWEMOTIONALDIYSOCIAL

mccann worldgroup 1. mccann worldgroup 2 synthèse de la présentation du 06/05/2011 the futures...

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