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Creative Leaders | New Audience, New Approach | Behavior, Consumption, Attitudes

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http://creativeleaders.mpublicite.fr/?lang=en

« Creative leaders” shake up traditional divisions, transcend age groups and professional categories. Figureheads of the collaborative economy, innovation leaders, they see economic crisis as an opportunity to change, to reinvent themselves, rather than a threat. Who are they, what is their relationship to information, to brands? How can we engage them?
M Publicité – Régie Obs, the advertising department of Groupe Le Monde, offers an analysis of this new audience with an exclusive study conducted by SocioVision.

Publié dans : Marketing
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Creative Leaders | New Audience, New Approach | Behavior, Consumption, Attitudes

  1. 1. 000 A NEW FORM OF OPINION LEADERSHIP IS EMERGING CREATIVE IMPETUS DRIVE TO EXPERIMENT CONTINUOUS LEARNING AGILITY & ADAPTABILITY INTENT ON SOCIAL CHANGEINTERNATIONAL OUTLOOK
  2. 2. 000 #Creative #Leadership #Young #Economy #Philanthropy #India #Economy #Movemountains #Economy #Youth #Entrepreneurship Yout #Debates #Economy #Youth #Young #Worktogether #Movemountains #Influencers #Young #Entrepreneurs #Management #Education #Business #Creativity #Leadership #Innovation #Management #Education #Business #School #Changemana gement #Design #Technology #Art #Entrepreneurs #Economy #Creative ? #Youth #Initiative #Business IT’S SPREADING ACROSS THE GLOBE
  3. 3. 000 THE STUDY’GOAL To map a target group of Creative Leaders in France. Determine their lifestyle, motivation and brand relationships. QUANTITATIVE APPROACH An exclusive analysis of the market-research database 2,000 people 15 to 75 y ea r -old s surveyed A dynamic overview of the next 40YEARS
  4. 4. 000 QUALITATIVE APPROACH Eight in-depth interviews were conducted in December 2015 with Creative Leaders from a range of backgrounds: Nurse School teacher App designer Manager from a leading telecommunications company Director of a national theatre Head of a service company in the luxury industry Production manager Banking executive
  5. 5. 000 CREATIVE LEADERS REPRESENT 20% OF THE FRENCH POPULATION Creative Leaders transcend genres, income groups and levels of education. They are a little younger and more well-off than the majority of the French population.
  6. 6. CONTENTS FROM WORDS TO ACTIONSTHE CREATIVE AGE CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
  7. 7. THE CREATIVE AGE
  8. 8. EMBRACING THE UNKNOWN THE CREATIVE AGE
  9. 9. 000 market research, France, 2015 THE CREATIVE AGE “I can make quick decisions about important changes in my life (e.g. home, work, relationships) when it becomes obvious that such changes are necessary.” CHANGE AS A WAY OF LIFE EMBRACING THE UNKNOWN
  10. 10. 000 market research, France, 2015 THE CRISIS: AN OPPORTUNITY FOR CHANGE The threat of regression A chance to improve THE CREATIVE AGE EMBRACING THE UNKNOWN 2011 2015 2011 2015 -10pts +10pts 62% 38%52% 48%
  11. 11. 000 market research, France, 2015 RISK-TAKING AS A KEY DRIVER EMBRACING THE UNKNOWN “The desire to make a life change and break with the past” “I like to rock the boat and shake up social conventions” THE CREATIVE AGE
  12. 12. 000 market research, France, 2015 “I want a brand to surprise me” THE CREATIVE AGE EMBRACING THE UNKNOWN NOVELTY AS A LOYALTY DRIVER
  13. 13. 000 market research, France, 2015 LEARNING FROM MISTAKES 000 “When you do things, you make mistakes, and when you make mistakes, you learn. When you do a lot, you make a lot of mistakes and ask yourself a lot of questions! But that is also how you get some pleasant surprises.” Jonathan, 35 years old THE CREATIVE AGE EMBRACING THE UNKNOWN
  14. 14. 000 PEOPLE IN SEARCH OF MEANING THE CREATIVE AGE
  15. 15. 000 market research, France, 2015 PEOPLE IN SEARCH OF MEANING “The world is changing but is also becoming increasingly devoid of meaning” THE CREATIVE AGE
  16. 16. 000 market research, France, 2015 “I’m looking for anything that can help me protect the environment (products, practices, etc.)” “Online collaborative platforms serve the public interest” PEOPLE IN SEARCH OF MEANING THE CREATIVE AGE FINDING PURPOSE IN INDIVIDUAL PURSUITS
  17. 17. 000 market research, France, 2015 A WILLINGNESS TO GET INVOLVED “I want to get more involved to make my neighbourhood and community a better place” PEOPLE IN SEARCH OF MEANING THE CREATIVE AGE
  18. 18. OPEN-MINDEDNESS THE CREATIVE AGE
  19. 19. 000 market research, France, 2015 “French people can learn a lot from other countries, cultures and lifestyles” OPEN-MINDEDNESS “A single-parent family is a family like any other” THE CREATIVE AGE
  20. 20. FROM WORDS TO ACTIONS
  21. 21. 000 market research, France, 2015 “I FEEL SPECIAL” “I AM ALWAYS LOOKING FOR SOMETHING NEW” “I AM LOOKING FOR NEW EXPERIENCES” “I AM AN AGENT FOR CHANGE” Buying personalised products, distinctive brands and status symbols Adopting new consumer practices and tech products, and constantly reassessing brands Co-creation, impulse buys Influence in terms of consumer choice
  22. 22. “I FEEL SPECIAL”
  23. 23. 000 market research, France, 2015 THE SEARCH FOR DISTINCTIVE BRANDS “I have often chosen not to buy certain products or brands because they were too common” 29% 48% CREATIVE LEADERSFRANCE FROM WORDS TO ACTIONS
  24. 24. 000 market research, France, 2015 PERSONALISATION: A NEW STATUS SYMBOL “When I buy something, I like to personalise it” 26% 47% CREATIVE LEADERSFRANCE FROM WORDS TO ACTIONS
  25. 25. “I AM ALWAYS LOOKING FOR SOMETHING NEW”
  26. 26. 000 market research, France, 2015 THE PLEASURE OF PIONEERING “I often pre-order a new product to make sure I get it as soon as it hits the market” 5% 14% CREATIVE LEADERSFRANCE FROM WORDS TO ACTIONS
  27. 27. “I AM LOOKING FOR NEW EXPERIENCES”
  28. 28. 000 market research, France, 2015 RETHINKING THE RELATIONSHIP WITH SERVICES AND BRANDS “I could definitely see myself opening a bank account with a company like Google and Amazon if they decided to offer such services” 14% 31% CREATIVE LEADERSFRANCE FROM WORDS TO ACTIONS
  29. 29. 000 market research, France, 2015 SEEKING CO-CREATION WITH BRANDS “I would like my favourite brands to let me play an active part in their new-product plans” 25% 46% CREATIVE LEADERSFRANCE FROM WORDS TO ACTIONS
  30. 30. “I AM AN AGENT FOR CHANGE” Ad campaign for « Brooklyn Industries »
  31. 31. market research, France, 2015 000 NATURAL OPINION LEADERS “A soon as I have a good experience with a product or service, I recommend it to those around me” 64% 76% CREATIVE LEADERS FRANCE “People often ask me for advice on issues like fashion, brands and new products” market research, France, 2015 46% CREATIVE LEADERS 23% FRANCE FROM WORDS TO ACTIONS
  32. 32. CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
  33. 33. 000 A TREND THAT IS SET TO SNOWBALL
  34. 34. 000 market research, France, 2015 Key skills to succeed in the future, according to French people: Speaking several languages Being able to successfully adapt FRENCH PEOPLE ALREADY ACKNOWLEDGE CREATIVITY AS A SKILL Knowing how to work as part of team Being creative and having ideas Being able to decide and act quickly 69% 52% 45% 45% 40% CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
  35. 35. 000 market research, France, 2015 6-12 months* The lifecycle of high-tech products 22* The number of jobs that today’s American students will have during their lifetime 2 billion** The number of active social-media users worldwide Sources: *“Creative leadership: its meaning and value for science, technology and innovation”, International Center for Studies in Creativity, Buffalo State University of New York **We are social Singapore, 2015 CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
  36. 36. 000 market research, France, 2015 “I am very confident in my ability to be creative and use my imagination” FRENCH PEOPLE ARE INCREASINGLY CONFIDENT IN THEIR CREATIVE CAPABILITIES CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?
  37. 37. THANK YOU! For more information: Visit our dedicated english website And follow us: Facebook.com/mpublicite Twitter.com/mpublicite #creativeleaders

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