These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/shifting-landscape-consumer-values-implications-your-brands-future

2. A NEW YORK TIMES
BESTSELLER
The Athena Doctrine:
Leadership for a Sustainable World
CHIP WALKER
cwalker@bavconsulting.com

3. THE WORLD’S MOST EXTENSIVE STUDY OF
CONSUMERISM: BRAND ASSET VALUATOR®
WORLD’S LARGEST
DATABASE OF BRANDS
ACADEMIC REVIEWED
800,000 CUSTOMER
ATTITUDES,
PERCEPTIONS AND
VALUES
17 ANNUAL STUDIES
COMPRISING 78% GLOBAL 50,000 BRANDS275
GDP
STUDIES IN 51
COUNTRIES
QUARTERLY U.S.
PANEL OF 17,000
RESPONDENTS$ 130
MILLON
INVESTED WITH DATA
BACK TO 1993
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

4. We are moving from mindless to
mindful consumption
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

5. The spend shift throughout the world
Source: BrandAsset ® Valuator’ international values segmentation
— 4-C’s (Cross-Cultural-Consumer-Characterization)
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

6. A growing trend toward ‘cooperative consumerism’
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

7. People are ‘voting’ their values
through their consumerism
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

8. New priorities in expectations for companies and brands
, 2011
Source: BrandAsset Valuator, 2011
, 2011
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

9. There are fewer companies people trust today
THE ECONOMIC TORNADO HAS REDUCED
TRUST IN BRANDS
Source: USA BAV All Adults (Trustworthy brands defined as those with greater than 20% attribution)
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

10. SPEND SHIFT No. 1
The Rise of Feminine Values
EMPATHY
10
RESILIENCY
RESPECT
Copyright 2012, John Gerzema | BAV Consulting | WPP PLC

12. ÖRN BáRðUR JóNSSON
CONSTITUTIONAL COMMITTEE
MEMBER
REYKJAVIK
12
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

13. EMILY BOLTON
CO-FOUNDER:
SOCIAL FINANCE
LONDON
13
Copyright 2013, John Gerzema BAV Consulting, a WPP Co. @Johngerzema

14. GRANNY HOLLY
PARTNER:
GRANNIES, INC.
BANBURY, U.K.
14
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

15. Copyright 2012, John Gerzema | BAV Consulting | WPP PLC

16. SPEND SHIFT No. 2
“Don’t Fence Me In”
RETOOLING
16
EDUCATION
BETTERMENT
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

17. People are more self-reliant and resourceful
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

18. MIRIAM RODRIGUEZ
LIBRARIAN:
PUBLIC LIBRARY
DALLAS
18
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

19. TIM KUNDE
FOUNDER
FRIENDSURANCE
BERLIN
19
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

20. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

21. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

22. SPEND SHIFT No. 3
“The Badge of Awesomeness”
NIMBLENESS
22
ADAPTABILITY
THRIFT
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

23. Fixed costs and overhead are ‘the enemy’
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

24. MAURA MCCARTHY
CO-FOUNDER:
BLU HOMES
WALTHAM, MA
24
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

25. MARIA DAMANKI
EUROPEAN
COMMISSIONER
MARITIME AFFAIRS AND
FISHERIES
BRUSSELS
25
Copyright 2013, John Gerzema BAV Consulting, a WPP Co. @Johngerzema

26. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

27. POST-USE PACKAGING
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

28. SPEND SHIFT No. 4
“An Army of Davids”
COMMUNITY
28
COOPERATION
AMPLIFICATION
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

29. A growing trend toward ‘cooperative consumerism’
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

30. IJAD MADISCH
CEO/CO-FOUNDER
RESEARCHGATE
BERLIN
30
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

31. NING LI
CO-FOUNDER:
MADE.COM
LONDON
31
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

32. Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

33. there are no longer consumers, only customers
33
Photo from Thomas Hawk
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

34. companies today must deliver value and values
34
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema

35. with feminine values on the rise…
capitalism is about better, instead of more.
35
39
32
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright John Gerzema/Young & Rubicam

36. CWALKER@BAVCONSULTING.COM