1 / 28

THE USA hAVE GROWN UP

THE USA hAVE GROWN UP. Synthèse de la présentation du 06/05/2011 THE FUTURES COMPANY+MCCANN NY @ MCCANN NY. 25/05/2011. +. Yankelovich MONITOR Paints a broad outline of the marketplace. Fielding 1: Macro trend analysis 3,998 respondents

oleg-bowers
Download Presentation

THE USA hAVE GROWN UP

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. THE USA hAVE GROWN UP Synthèse de la présentation du 06/05/2011 THE FUTURES COMPANY+MCCANN NY @ MCCANN NY 25/05/2011

  2. + Yankelovich MONITOR Paints a broad outline of the marketplace • 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

  3. THINGS WILL NEVER BE THE SAME UNITED WE STAND LIBERTE, EGALITE… … FRATERNITE

  4. THINGS WILL NEVER BE SAME

  5. THINGS WILL NEVER BE SAME What once defined the United States… THINGS WILL NEVER BE SAME … No longer stands.

  6. CHILDREN DO NOT MAKE A MARRIAGE 41 percent of Americans say having children is very important for a successful marriage, compared to 65percent in 1990 (Pew Research Center, 2007) THINGS WILL NEVER BE SAME LET’S HEAR IT FOR THE GIRLS The divide between men and women is shrinking especially within the couple: % REPORTING WORK-LIFE CONFLICTS % COUPLES IN WHICH WIFE EARNS MORE MOST EDUCATED SPOUSE DADDY DAYCARE Structural 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)

  7. THE LAND OF OPPORTUNITY IS NOW PLAGUED BY STRUCTURAL UNEMPLOYMENT THINGS WILL NEVER BE SAME “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)

  8. HIGHER EDUCATION: ONCE A PREREQUISITE NOW AN OPPORTUNITY COST THINGS WILL NEVER BE SAME “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)

  9. FROM BULIMIA TO SCHIZOPHRENIA OR HOW THE AMERICAN WENT FROM CONSUMER TO INDIVIDUAL THINGS WILL NEVER BE SAME 54 percent of consumers say “I prefer name brands,” compared to 46 percent who say “I prefer store brands” “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…” (Yankelovich MONITOR 2010 Finances & Spending Lens) 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) “ (“First Things First,” The Futures Company Finance and Spending View, 05.27.10) 68% “Sometimes I just need to treat myself to something nice/fun even if I have to tighten up my budget in other places”

  10. THINGS WILL NEVER BE SAME

  11. UNITED WE STAND

  12. A diverse population and a splintered marketplace… Thinking as one in the face of adversity… UNITED WE STAND GENDER IDENTITY RACIAL DIVERSITY HOUSEHOLD DIVERSITY RELIGIOUS DIVERSITY THE EMPLOYED AND THE UNEMPLOYED MEDIA COCOONS POLITICAL IDEOLOGY BROADBAND DIVIDE

  13. What OUR future will look like… OPEN 75% “In order to be successful in today’s world, young people must have an awareness of cultures outside the US” DIFFERENT UNITED WE STAND 68% “The recession will change our nation forever” QUALITATIVE 76% “Quality is no less important to me today than it has been in the past” HEALTHY 62% “Everyone pays the price when an individual leads an unhealthy lifestyle” IN-CONTROL WELL-BALANCED 70% Say “being in control of your life is a sign of success and accomplishment” 71% Say finding enough time for family and friends is important to them in their personal life today

  14. LIBERTE ET EGALITE

  15. CORPORATE ABUSES A STILL-SLOW ECONOMY ECONOMY IN FREE FALL STUBBORN UNEMPLOYMENT FORECLOSURE FRENZY JEOPARDIZED HEALTH BENEFITS LACK OF PROGRESS RISING COSTS 2008, 2009 Today LIBERTE ET EGALITE “WAS I CONNED?” “WERE LESSONS LEARNED OR IS IT BACK TO BUSINESS-AS-USUAL?” “MOST INSTITUTIONS WERE TAKEN BY SURPRISE” “MOST INSTITUTIONS HAVE MY BEST INTERESTS AT HEART” “DOES ANYONE KNOW WHAT THEY ARE DOING?” “WHERE IS THE END TO MY CRISIS FATIGUE?” “THE PAIN IS SHARED”

  16. LIBERTE ET EGALITE

  17. Stunned and outraged by the audacity of betrayal… … People are in search of fairness RESPONSIBLE & SELF-MOTIVATED SKEPTICAL DISILLUSIONED LIBERTE ET EGALITE 79% 69% Agree “Business is too concerned with profits and not enough with public responsibility” 43% Agree “I feel that I can make a difference to the world around me through the choices I make and the actions I take” 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” 63% 70% Agree “I am increasingly skeptical of the claims made by brands on packaging and advertisements” 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) (2010 Global Monitor, US Sample)

  18. LIBERTE ET EGALITE Trends driving fairness Skepticism advancing Brightsiding challenged Emotional and material privation A new focus on self Burrowing deeper into safer networks Questioning social responsibility efforts

  19. LIBERTE ET EGALITE

  20. … FRATERNITE

  21. Top 10 sectors by share of internet time … FRATERNITE Source: The Nielsen Company.

  22. Information is no longer top-down but horizontal… … Forever changing the character of the marketplace. Brands = Unintrusive Information = Collaborative ≠ … FRATERNITE 51% 50% Agree “I am enthusiastic about new technology that can enable me to find and interact with like-minded people”(2010 Global Monitor, US sample) Agree “I am greatly annoyed with the amount of advertising and branded pages on social networking sites (like facebook and Twitter”)*

  23. “Advertising IS NOTa good way to learn about new trends & things to buy!” 70% FRANCE GERMANY USA RUSSIA UK CHINA MEXICO INDIA 68% 65% 64% 60% 46% 45% 32% Especially among youth. Agree “I am greatly annoyed with the amount of advertising and branded pages on social networking sites (like facebook and Twitter”)* … FRATERNITE Millennials 64% Youth trust “unknown peers” more than experts & adverts. Xers 49% 2003 1977 Boomers 38% 67 92 Word of Mouth Matures 42% 53 50 Ads 47 40 Editorial

  24. … FRATERNITE

  25. 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

  26. TO: RAW EMOTIONAL DIY SOCIAL FROM: PROCESSED FUNCTIONAL READY TO EAT ALONE

More Related