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CLOSING THE
MONEY GAP
Kyle@SuburbanDollar.com@flickr.com
OF 18-35 YEAR OLDS IN ASIA BELIEVE
HAPPINESS IS MORE IMPORTANT THAN
MAKING MONEY
78%
Source: GenerationAsia a proprietary ...
AND BANKERS ARE BEING TAUGHT THAT YOUNG
PEOPLE ARE OVERLY OPTIMISTIC
An academic manager for a course on banking and finan...
LOST IN TRANSLATION
BANK SPEAK PEOPLE SPEAK
BANKS
INSURANCE
CREDIT
CARDS
85
49
43
85
39
72
Source: BAV 2014 China (Age 18-34); BAV 2014 Indonesia (Age 18-34)
CONSUMER...
MOTOR OIL AND
LUBRICANTS
HOME CARE AND
CLEANING
DELIVERY
SERVICE
COMPANIES
GASOLINE/
PETROLEUM
STATIONERY
LAUNDRY
PRODUCTS...
PHILIPPINES
3%
HONG KONG
5%
SINGAPORE
2-3%
CHINA
10%
LUCKILY, THERE’S AN OPPORTUNITY TO RETAIN
POTENTIALS RATHER THAN CHAS...
GenerationAsia
INSIGHTS UNCOVERED THROUGH:
Talked, shopped, planned and
argued with people across China,
Hong Kong, India,...
A FINANCIAL PLAN IS IMPORTANT
73%
I KNOW ABOUT DIFFERENT INVESTMENTS
46%
EDUCATION ISN’T THE ANSWER
FutUndBeidl@flickr.com
THE NEW PERCEPTION OF MONEY
THE NEW ROLE OF MONEY
THE NEW PURPOSE OF MONEY
UNDERSTANDING:
PaulCunningham@flickr.com
1. LIFE IS NOW
MaryBailey@flickr.com
MONEY
ENABLES
FREEDOM
ShehalJoseph@flickr.com
I DON’T SEE MONEY AS ANYTHING MORE THAN A TOOL TO HELP ME HAVE A SELF-
SUSTAINING LIVELIHOOD. UNLIKE OUR PARENTS, THERE IS...
THE TRADITIONAL PATH TO
WEALTH IS SEEN AS ROOTED IN
THE LATER NOT IN THE
PRESENT
PicturesofMoney@flickr.com
THE IDEA OF WORKING LONG HOURS TO MAKE MORE MONEY DOES NOT APPEAL TO
ME… I SAW MY MUM AND DAD MAKE MONEY BY WORKING REALLY...
YOUTH IS THE TIME FOR
EXPLORATION - NOT TO BE TIED
DOWN WITH COMMITMENTS
PhilDolby@flickr.com
I DON’T NEED TO EARN A LOT. I WOULD BE HAPPY IF MONEY COULD COVER THE
NECESSITIES AND LET ME DO WHAT I WANT – Melvin, 24, ...
 SEE PARENTS AS THEIR SAFETY NET
 MONEY IS AN ENABLER, NOT TO BE ACCUMULATED
 LIFE, NOT MONEY, IS THE FILTER
BEHAVIOUR
MONEY IS NOT MULTI-GENERATIONAL THE PREVIOUS
GENERATION’S SUCCESS IN ACCUMULATING MONEY MEANS THIS
GENERATION DOES NOT WOR...
BE A PARTNER IN SELF-EXPLORATION,
CONNECT TO AMBITION RATHER THAN PRUDENCE OR IMPULSE
OPPORTUNITY
2. PASSION IS THE
DESTINATION
craftivistcollective@flickr.com
ONE DAY I HOPE TO DO GREAT THINGS TO
IMPACT LIVES
82%
Source: GenerationAsia a proprietary study of 32,000 Asians by Y&R+V...
PASSIONS HAVE MOVED FROM
BEING HOBBIES TO BEING THE
CENTRE OF LIFE
LelandFrancisco@flickr.com
…IN FACT IT’S VERY CRUCIAL FOR US TO FIND WHAT WE LOVE. UNLIKE YOUR GENERATION,
I DOUBT OUR GENERATION WILL HAVE THE LUXUR...
PASSION DEFINES MY CAREER
RyanLi@flickr.com
WHEN I’M 40, I WANT TO TO BE DOING SOMETHING THAT IS WORTH BEING A
WORKAHOLIC FOR
– Yi, 23, Singapore
DAY AND NIGHT
AnthonyEaston@flickr.com
IF I CAN EARN MONEY FROM DOING THE THINGS THAT I LOVE TO DO, WHY NOT? FOR ME,
THERE’S NO WORK HARD-PLAY HARD, IT’S ALWAYS ...
SATISFACTION IS ABOUT SELF-
FULFILLMENT
GeorgiePauwels@flickr.com
TO ME, A CAREER IS NOT A LADDER TO CLIMB. A CAREER IS THE IMPACT I CAN MAKE. I
AM SATISFIED SO LONG AS I CAN ACHIEVE WHAT ...
THE CATEGORY’S STRENGTHS ARE DISASSOCIATED
FROM WHAT ACTUALLY CONNECTS WITH YOUTH
Source: BAV 2014 China (Age 18-34); BAV ...
 THEY LOOK FOR THINGS AND PEOPLE THAT INSPIRE PASSION
 MONEY IS A MEANS NOT AN END
 THEY WANT MONEY TO ENABLE PASSION, ...
STATUS IS NOT MONEY THIS FUNDAMENTAL SHIFT IN THEIR
IDEA OF SUCCESS MEANS THAT THEY EXPECT TO BE RESPECTED
FOR SEARCHING F...
TO GAIN ENGAGEMENT AND CREDIBILITY BY ENABLING DAILY
DELIVERY OF PASSIONS (NOT IMPULSE)
OPPORTUNITY
3. EXPERIENCES
ARE INVESTMENTS
Qrator@flickr.com
LUXURY IS HAVING NEW EXPERIENCES
80%
Source: GenerationAsia a proprietary study of 32,000 Asians by Y&R+VML
EXPERIENCES AR...
EXPERIENCE ISN’T ABOUT
INDULGENCE
alwaysmnky@flickr.com
I WOULD SPEND THAT MONEY ON TRAVELLING. YEAH! I THINK THE BEST INVESTMENT THAT
ANYONE CAN MAKE AT MY AGE IS TRAVELLING, EX...
EXPERIENCES SHAPE LIVES
AND THEIR CHOICES
GeorgiePauwels@flickr.com
I SAVED FOR A FEW MONTHS BEFORE I LEFT WITH ABOUT S$450 TO SPEND DURING THE
WEEK I WAS THERE. WAS IT WORTH SPENDING MY SAV...
LIKE TO BE THE FIRST TO TRY NEW THINGS
76%
Source: GenerationAsia a proprietary study of 32,000 Asians by Y&R+VML
RAPID AD...
A MINDSET, NOT JUST A PHASE,
OF EXPERIMENTATION
FrankieRoberto@flickr.com
I AM STILL TRYING TO FIGURE OUT WHAT I’M GOING TO DO LATER ON. BUT I’M DEFINITELY
NOT PLANNING TO WORK AS AN EMPLOYEE. CUR...
FULLY COMMITTED FOR THE
SHORT TERM
jamiesrabbits@flickr.com
RIGHT NOW, I WORK IN ADVERTISING BECAUSE IT REALLY INTERESTS ME BUT I KNOW
MYSELF. THIS CAREER CHOICE MIGHT BE A PASSING F...
 MONEY AS A LIBERATOR
 SWITCHING HORSES IS THE NORM, NOT THE EXCEPTION
 MONEY IS IMPORTANT, BUT CHASING IT ISN’T
BEHAVI...
MONEY SHOULD BE A LIBERATOR – IT’S NOT
MEANT TO BE AN ANCHOR. THEY EXPECT MONEY
FROM VARIOUS SOURCES TO ENABLE THEIR
PURSU...
TO BE A BRAND THAT SUPPORTS THE VIEW THAT MONEY’S
PURPOSE IS TO CREATE THE DOTS WHICH WILL CONNECT LATER
OPPORTUNITY
1. NOW DOESN’T MEAN IMPULSIVE
2. SATISFACTION IS SUCCESS
3. MONEY IS JUST PAPER WITHOUT PASSION
4. RETURNS FROM INVESTMENT...
1. BE A PARTNER IN SELF-EXPLORATION
2. CONNECT TO AMBITION RATHER THAN PRUDENCE
3. TO GAIN ENGAGEMENT AND CREDIBILITY BY E...
HOW WE CAN PARTNER
JDHancock@flickr.com
BRAND DEVELOPMENT:
MEASURE how consumers view your brand across 48 dimensions, using methodology from the
world’s largest ...
INSIGHT + INNOVATION:
UNCOVER insights specific to your brand, market and products using our proprietary data, tools
and t...
VML Singapore
VML India
Y&R China
Y&R India
Y&R Indonesia
Y&R Hong Kong
Y&R Philippines
Y&R Singapore
Email: GenerationAsi...
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Closing the Money Gap: What Marketers Need to Know

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Publié le

There is a huge disconnect today between how young people view the role of money in their lives, and the age-old practices of financial institutions and brands. This is the Money Gap. Y&R Asia and VML’s latest proprietary report, “Closing the Money Gap,” uncovers major truths about young adults’ changing relationship with money and identifies broad opportunities for finance brands to stay relevant to the drivers of tomorrow.

Find out more at www.yr.com

Publié dans : Marketing, Économie & finance
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Closing the Money Gap: What Marketers Need to Know

  1. 1. CLOSING THE MONEY GAP Kyle@SuburbanDollar.com@flickr.com
  2. 2. OF 18-35 YEAR OLDS IN ASIA BELIEVE HAPPINESS IS MORE IMPORTANT THAN MAKING MONEY 78% Source: GenerationAsia a proprietary study of 32,000 Asians by Y&R+VML PEOPLE ARE MOVING BEYOND BEING OBSSESSED WITH MONEY frankieleon@flickr.com
  3. 3. AND BANKERS ARE BEING TAUGHT THAT YOUNG PEOPLE ARE OVERLY OPTIMISTIC An academic manager for a course on banking and financial services in Singapore THE YOUNG WILL BE OVERLY OPTIMISTIC ABOUT THEIR ABILITY TO MAINTAIN THEIR LIFESTYLE. THINKING NOTHING BAD WILL HAPPEN TO THEM, THEY COULD END UP IN DEBT, OR WORSE, BANKRUPT
  4. 4. LOST IN TRANSLATION BANK SPEAK PEOPLE SPEAK
  5. 5. BANKS INSURANCE CREDIT CARDS 85 49 43 85 39 72 Source: BAV 2014 China (Age 18-34); BAV 2014 Indonesia (Age 18-34) CONSUMERS HAVE A LOW PERCEPTION OF BRANDS IN THE FINANCE CATEGORY RANK OUT OF 115 CATEGORIES RANK OUT OF 94 CATEGORIES
  6. 6. MOTOR OIL AND LUBRICANTS HOME CARE AND CLEANING DELIVERY SERVICE COMPANIES GASOLINE/ PETROLEUM STATIONERY LAUNDRY PRODUCTS CAR BATTERIES AND TYRES NEWSPAPER AND MAGAZINES KITCHENWARE Source: BAV 2014 China (Age 18-34); BAV 2014 Indonesia (Age 18-34); BAV India 2013 (18-34) Ranking based on Brand Strength LACK OF UNDERSTANDING HAS TURNED MONEY INTO A LOW INVOLVEMENT CATEGORY FINANCIAL SERVICE BRANDS RANK ON PAR WITH:
  7. 7. PHILIPPINES 3% HONG KONG 5% SINGAPORE 2-3% CHINA 10% LUCKILY, THERE’S AN OPPORTUNITY TO RETAIN POTENTIALS RATHER THAN CHASE PROSPECTS THINKING OF CHANGING MY BANK Source: Ernst & Young (Retail Banking in Asia Pac, 2010) Craig_Sunter@flickr.com
  8. 8. GenerationAsia INSIGHTS UNCOVERED THROUGH: Talked, shopped, planned and argued with people across China, Hong Kong, India, Indonesia, Philippines and Singapore The world’s largest study of connected Asians. 32,000 adults across China, Hong Kong, India, Indonesia, South Korea, Malaysia, Philippines, Singapore, Thailand and Vietnam. The world’s largest consumer study of brands in Asia, covering China, India, Indonesia, South Korea, and Thailand.
  9. 9. A FINANCIAL PLAN IS IMPORTANT 73% I KNOW ABOUT DIFFERENT INVESTMENTS 46% EDUCATION ISN’T THE ANSWER FutUndBeidl@flickr.com
  10. 10. THE NEW PERCEPTION OF MONEY THE NEW ROLE OF MONEY THE NEW PURPOSE OF MONEY UNDERSTANDING: PaulCunningham@flickr.com
  11. 11. 1. LIFE IS NOW MaryBailey@flickr.com
  12. 12. MONEY ENABLES FREEDOM ShehalJoseph@flickr.com
  13. 13. I DON’T SEE MONEY AS ANYTHING MORE THAN A TOOL TO HELP ME HAVE A SELF- SUSTAINING LIVELIHOOD. UNLIKE OUR PARENTS, THERE IS NO POINT CHASING AFTER WEALTH—I WOULD WANT TO HAVE JUST ENOUGH SO THAT I DON’T HAVE TO DEPEND ON ANYONE OR ANYTHING – Jim, 24, India
  14. 14. THE TRADITIONAL PATH TO WEALTH IS SEEN AS ROOTED IN THE LATER NOT IN THE PRESENT PicturesofMoney@flickr.com
  15. 15. THE IDEA OF WORKING LONG HOURS TO MAKE MORE MONEY DOES NOT APPEAL TO ME… I SAW MY MUM AND DAD MAKE MONEY BY WORKING REALLY HARD (HER PARENTS ARE SELF-MADE SEAFOOD RETAILERS), BUT MY VALUES ARE DIFFERENT… MONEY AND WORK ARE NOT THE BE ALL AND END ALL. IF YOU PUT ALL YOUR EFFORT INTO MAKING MONEY YOU LOSE SENSE OF WHAT YOU ARE LIVING FOR – Tina, 27, China
  16. 16. YOUTH IS THE TIME FOR EXPLORATION - NOT TO BE TIED DOWN WITH COMMITMENTS PhilDolby@flickr.com
  17. 17. I DON’T NEED TO EARN A LOT. I WOULD BE HAPPY IF MONEY COULD COVER THE NECESSITIES AND LET ME DO WHAT I WANT – Melvin, 24, Singapore
  18. 18.  SEE PARENTS AS THEIR SAFETY NET  MONEY IS AN ENABLER, NOT TO BE ACCUMULATED  LIFE, NOT MONEY, IS THE FILTER BEHAVIOUR
  19. 19. MONEY IS NOT MULTI-GENERATIONAL THE PREVIOUS GENERATION’S SUCCESS IN ACCUMULATING MONEY MEANS THIS GENERATION DOES NOT WORRY ABOUT THEIR FINANCIAL FUTURE. MONEY IS NOT A GOAL FOR THEM. TRUTH
  20. 20. BE A PARTNER IN SELF-EXPLORATION, CONNECT TO AMBITION RATHER THAN PRUDENCE OR IMPULSE OPPORTUNITY
  21. 21. 2. PASSION IS THE DESTINATION craftivistcollective@flickr.com
  22. 22. ONE DAY I HOPE TO DO GREAT THINGS TO IMPACT LIVES 82% Source: GenerationAsia a proprietary study of 32,000 Asians by Y&R+VML IMPACT RATHER THAN MONEY IS THE AMBITION HERE craftivistcollective@flickr.com
  23. 23. PASSIONS HAVE MOVED FROM BEING HOBBIES TO BEING THE CENTRE OF LIFE LelandFrancisco@flickr.com
  24. 24. …IN FACT IT’S VERY CRUCIAL FOR US TO FIND WHAT WE LOVE. UNLIKE YOUR GENERATION, I DOUBT OUR GENERATION WILL HAVE THE LUXURY OF A RETIREMENT. EVEN IF WE CAN AFFORD IT, I AM SURE MAKING A CAREER OUT OF OUR PASSIONS MEANS THAT WE WILL CONTINUE WORKING AND EARNING AS LONG OUR BODIES ALLOW US TO – Ashish, 23, India
  25. 25. PASSION DEFINES MY CAREER RyanLi@flickr.com
  26. 26. WHEN I’M 40, I WANT TO TO BE DOING SOMETHING THAT IS WORTH BEING A WORKAHOLIC FOR – Yi, 23, Singapore
  27. 27. DAY AND NIGHT AnthonyEaston@flickr.com
  28. 28. IF I CAN EARN MONEY FROM DOING THE THINGS THAT I LOVE TO DO, WHY NOT? FOR ME, THERE’S NO WORK HARD-PLAY HARD, IT’S ALWAYS PLAY HARD FOR ME, BECAUSE I LOVE WHAT I DO – Febi, 24, Indonesia
  29. 29. SATISFACTION IS ABOUT SELF- FULFILLMENT GeorgiePauwels@flickr.com
  30. 30. TO ME, A CAREER IS NOT A LADDER TO CLIMB. A CAREER IS THE IMPACT I CAN MAKE. I AM SATISFIED SO LONG AS I CAN ACHIEVE WHAT I WANT BEFORE I DIE… I WANT TO HAVE IMPROVED SINGAPORE BY THE TIME I’M 40... BY THEN, SECONDARY SCHOOL KIDS WILL BE GETTING THEIR FIRST/SECOND JOBS. THAT WILL BE THE FIRST INDICATOR OF SUCCESS IN MY LIFE – Ying, 23, Singapore
  31. 31. THE CATEGORY’S STRENGTHS ARE DISASSOCIATED FROM WHAT ACTUALLY CONNECTS WITH YOUTH Source: BAV 2014 China (Age 18-34); BAV 2014 Indonesia (Age 18-34); BAV India 2013 (Age 18-34) • Trustworthy • High Quality • Upper Class • Customer Caring • Socially Responsible • Progressive • Up-to-date • High Performance • Best Brand • Worth MoreSTRONG ATTRIBUTES WEAK ATTRIBUTES
  32. 32.  THEY LOOK FOR THINGS AND PEOPLE THAT INSPIRE PASSION  MONEY IS A MEANS NOT AN END  THEY WANT MONEY TO ENABLE PASSION, NOT SACRIFICE IT BEHAVIOUR
  33. 33. STATUS IS NOT MONEY THIS FUNDAMENTAL SHIFT IN THEIR IDEA OF SUCCESS MEANS THAT THEY EXPECT TO BE RESPECTED FOR SEARCHING FOR OR ACHIEVING SATISFACTION, NOT PURELY BASED ON THE MONEY THEY’VE MADE TRUTH
  34. 34. TO GAIN ENGAGEMENT AND CREDIBILITY BY ENABLING DAILY DELIVERY OF PASSIONS (NOT IMPULSE) OPPORTUNITY
  35. 35. 3. EXPERIENCES ARE INVESTMENTS Qrator@flickr.com
  36. 36. LUXURY IS HAVING NEW EXPERIENCES 80% Source: GenerationAsia a proprietary study of 32,000 Asians by Y&R+VML EXPERIENCES ARE THE INPUT INTO LIFE MichaelHimbeault@flickr.com
  37. 37. EXPERIENCE ISN’T ABOUT INDULGENCE alwaysmnky@flickr.com
  38. 38. I WOULD SPEND THAT MONEY ON TRAVELLING. YEAH! I THINK THE BEST INVESTMENT THAT ANYONE CAN MAKE AT MY AGE IS TRAVELLING, EXPANDING THEIR HORIZONS AND OUTLOOK TOWARDS LIFE. THERE HASN’T BEEN A SINGLE TRIP WHICH HAS NOT AFFECTED ME. I AM WHAT I AM LARGELY BECAUSE OF THE PLACES I HAVE TRAVELLED TO AND THE PEOPLE I HAVE MET. I THINK ALL THESE EXPERIENCES WILL HELP IN THE FUTURE FOR SURE – Jim, 24, India
  39. 39. EXPERIENCES SHAPE LIVES AND THEIR CHOICES GeorgiePauwels@flickr.com
  40. 40. I SAVED FOR A FEW MONTHS BEFORE I LEFT WITH ABOUT S$450 TO SPEND DURING THE WEEK I WAS THERE. WAS IT WORTH SPENDING MY SAVINGS ON? YES!!! – Satish, 21, Singapore
  41. 41. LIKE TO BE THE FIRST TO TRY NEW THINGS 76% Source: GenerationAsia a proprietary study of 32,000 Asians by Y&R+VML RAPID ADAPTATION TO CHANGES IN THEIR WORLD spivaartworkers@flickr.com
  42. 42. A MINDSET, NOT JUST A PHASE, OF EXPERIMENTATION FrankieRoberto@flickr.com
  43. 43. I AM STILL TRYING TO FIGURE OUT WHAT I’M GOING TO DO LATER ON. BUT I’M DEFINITELY NOT PLANNING TO WORK AS AN EMPLOYEE. CURRENTLY I STILL LIKE WHAT I DO, SO I JUST STICK AROUND….THIS IS TEMPORARY YOU KNOW – Icha, 25, Indonesia
  44. 44. FULLY COMMITTED FOR THE SHORT TERM jamiesrabbits@flickr.com
  45. 45. RIGHT NOW, I WORK IN ADVERTISING BECAUSE IT REALLY INTERESTS ME BUT I KNOW MYSELF. THIS CAREER CHOICE MIGHT BE A PASSING FANCY. TOMORROW SOMETHING ELSE MIGHT INTEREST ME AND I WILL NOT HESITATE TO JUMP INTO THAT PROFESSION OR HOBBY – Mohan, 24, India
  46. 46.  MONEY AS A LIBERATOR  SWITCHING HORSES IS THE NORM, NOT THE EXCEPTION  MONEY IS IMPORTANT, BUT CHASING IT ISN’T BEHAVIOUR
  47. 47. MONEY SHOULD BE A LIBERATOR – IT’S NOT MEANT TO BE AN ANCHOR. THEY EXPECT MONEY FROM VARIOUS SOURCES TO ENABLE THEIR PURSUIT OF DISCOVERY TRUTH
  48. 48. TO BE A BRAND THAT SUPPORTS THE VIEW THAT MONEY’S PURPOSE IS TO CREATE THE DOTS WHICH WILL CONNECT LATER OPPORTUNITY
  49. 49. 1. NOW DOESN’T MEAN IMPULSIVE 2. SATISFACTION IS SUCCESS 3. MONEY IS JUST PAPER WITHOUT PASSION 4. RETURNS FROM INVESTMENT AREN’T ALWAYS FINANCIAL 5. THE LONG TERM IS ABOUT CONSTANT CHANGE LESSONS FROM FUTURE EARNERS
  50. 50. 1. BE A PARTNER IN SELF-EXPLORATION 2. CONNECT TO AMBITION RATHER THAN PRUDENCE 3. TO GAIN ENGAGEMENT AND CREDIBILITY BY ENABLING DAILY DELIVERY OF PASSIONS (NOT IMPULSE) 4. TO BE A BRAND WHICH SUPPORTS THE VIEW THAT MONEY’S PURPOSE IS TO HELP CREATE THE DOTS WHICH WILL CONNECT LATER THE OPPORTUNITIES
  51. 51. HOW WE CAN PARTNER JDHancock@flickr.com
  52. 52. BRAND DEVELOPMENT: MEASURE how consumers view your brand across 48 dimensions, using methodology from the world’s largest consumer study of brands. CONNECT Inspire love and respect for your brand by giving you an action report using an in-depth analysis of your brand including Brand Imagery and Social Listening COMPLETE the picture by creating clear brand architectures for all your brands and sub-brands and positioning to various audience segments using your data and our strategic expertise
  53. 53. INSIGHT + INNOVATION: UNCOVER insights specific to your brand, market and products using our proprietary data, tools and talent CREATE clear strategies and communications for your brand to become irresistible to people who will help you deliver business results and shareholder value DEVELOP new products and services using insights, inspiration and collaboration. A series of Innovation workshops that can help you reimagine your brand’s behavior and action
  54. 54. VML Singapore VML India Y&R China Y&R India Y&R Indonesia Y&R Hong Kong Y&R Philippines Y&R Singapore Email: GenerationAsia@yr.com

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