BEING BRAVE & THE SHIFT TO MEANING A Presentation to the PANA 29 August 20 19 Philip Tiongson T: @Ptiongson || @HavasOrtega www.havasortega.com For internal sharing only. Not for public distribution
BRAVE
UNIQUE
NOVEL
DIFFERENT PERSPECTIVE
DOES BEING BRAVE PAY?
cited in The Case for Creativity
The Case for Creativity
HOW THEN DO YOU BE BRAVE
STOP
LISTEN
12 HAVAS ORTEGA GROUP PROSUMER REPORTS For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
THE PROSUMER REPORT FIELDED IN 2018 IN 32 MARKETS, N = 12,168 Argentina ● Australia ● Belgium ● Brazil ● Cambodia ● Canada ● China ● Czech Republic ● Denmark ● Ecuador ● France ● Germany ● India Indonesia ● Ireland ● Italy ● Japan ● Malaysia ● Mexico ● Myanmar ● Netherlands ● Philippines ● Poland ● Portugal ● Russia ● Saudi Arabia ● Singapore South Africa ● Spain ● United Arab Emirates ● United Kingdom ● United States 13 FOR INTERNAL USE ONLY HAVAS LIFE PROSUMER REPORTS For internal sharing only. Not for public distribution
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 HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 14 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
DIY + HEALTH A PH PROSUMER REPORT
W ho is the PINOY PROSUMER? HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 16 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
Enthusiastic adopters, Highly influential Marketing savvy testers, and Explores and Constantly seeks in their larger- and disseminators of embraces out information than-average, demanding of new content, innovation and experiences but intimate, brands new media, new social circles tech, new ideas, new beliefs HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 17 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
They MAKE and UNMAKE a market category Laggards Mainstream 15-20 % Prosumers Instigators HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 18 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
97% of Filipino Prosumers consider themselves as the first person they know to try the newest things HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 19 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
88% are consulted by their peers for counsel and recommendations on a range of topics, including brands HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 20 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
80 % are actively engaged in pop culture news, music, film, videos, literature, blogs HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 21 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
67% see their social media posts being shared or re- posted by others HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 22 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
The POW ER of the Filipino Prosumer 23 HAVAS LIFE PROSUMER REPORTS For internal sharing only. Not for public distribution
93% of Filipino Prosumers believe that it is their responsibility to make a difference in the world I believe it is my responsibility to make a difference [ Global Average: 85% ] HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 24 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
86% believe that whatever they do to try to help does make a difference Nothing I do to try to help the planet is going to make a difference 8% agree; 86% disagree [ Global Average: 22% Agree; 63% disagree ] HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 25 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
4 9% believe t hey have more pow er as a consumer t han as a vot er I have more influence on society as a consumer than I do as a voter HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 26 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
60 % will buy or refuse to buy a product based on -social activities I often buy or refuse to buy a product political/ social activities [ Global Average: 52% ] HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 27 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
HAVAS LIFE PROSUMER REPORTS For internal sharing only. Not for public distribution
But Filipino Prosumers are in a QUANDARY right now HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 29 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
They are feeling GUILT OVER CONSUMPTION HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 30 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
38% 93% believes consumption is a patriotic act feel guilty about the things they buy it helps the economy HAVAS ORTEGA GROUP PROSUMER REPORTS 31 For internal sharing only. Not for public distribution
47% 59% is worried that our consumer-based believes that a healthy economy requires a high-level of consumer spending economy is putting society and the planet at risk HAVAS ORTEGA GROUP PROSUMER REPORTS 32 For internal sharing only. Not for public distribution
82% 59% admits that shopping and buying believes that the best way to save the new things make them happy planet is to buy and consume less HAVAS ORTEGA GROUP PROSUMER REPORTS 33 For internal sharing only. Not for public distribution
guilt over mindless consumption will result to new behavior patterns HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 34 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
From MINDLESS CONSUMPTION To MEANINGFUL CONSUMPTION HAVAS ORTEGA GROUP PROSUMER REPORTS 35 For internal sharing only. Not for public distribution
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 [ Global Average: 85% ] HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 36 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
73% are beginning to be more selective in their Compared with a few years ago, do you ask yourself the following question more, as, or less often when Do I really need this? [ Global Average: 61 % ] HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 37 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
47% are asking themselves when shopping and buying stuff HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 38 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
THREE MAJOR BEHAVIORAL SHIFTS MEANINGFUL CONSUMPTION HAVAS LIFE PROSUMER REPORTS For internal sharing only. Not for public distribution
MEANINGFUL CONSUMPTION will see Prosumers being more involvement with key social issues HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 40 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
88% would be willing to buy products and pay more for those that are involved in a good cause I am willing to pay a bit more for a product if a portion of the proceeds goes to a good cause [ Global Average: 71 % ] HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 41 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
Mindful Consumption will also lead towards HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 42 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
93% of Prosumers believe that buying from local producers is a patriotic act HAVAS ORTEGA GROUP HAVAS LIFE PROSUMER REPORTS PROSUMER REPORTS 43 For internal sharing only. Not for public distribution For internal sharing only. Not for public distribution
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