Rob Myers
Transcript of Rob Myers
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GLOBAL
TRENDS2014
NAVIGATING THE NEW
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ROB
MYERSMANAGING DIRECTOR
IPSOS MARKETING
Sir Alan Sugar, 2005
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ROB
MYERSMANAGING DIRECTOR
IPSOS MARKETING
Time Magazine, 1968
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ROB
MYERSMANAGING DIRECTOR
IPSOS MARKETING
Ben Bernake, Fed Chairman March 2007
… the impact on the
broader economy and
financial markets of the
problems in the subprime
market seems likely to be
contained
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16,000+PEOPLE
20COUNTRIES
IN
www.ipsosglobaltrends.com
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TECHNOLOGY
HEALTH
SIMPLICITY
GLOBALISATION
GENERATIONS
TRUST BRANDS
WEALTH SHIFT
SUSTAINABILITY
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WEALTH SHIFT
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ECONOMIC SHIFT
0%
10%
20%
30%
40%
50%
60%
-0.4%
0.1%
0.6%
1.1%
1.6%
2.1%
1993 1995 1997 1999 2001 2003 2005 2007 2009 2011 2013
% s
hare
of to
tal G
DP
% p
oin
t ch
an
ge
ye
ar
on y
ear
Emerging market share of world GDP
Source: International Monetary Fund
Note: Figures are based on GDP measured at Purchasing Power Parity
…was the first year where emerging
markets accounted for more than half
of world GDP
2013
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EDUCATED WORKERS OF THE FUTURE
0
1,000
2,000
3,000
4,000
5,000
6,000
7,000
8,000
9,000
10,000
Te
rtia
ry g
radu
ate
s (
000
’s)
Number of tertiary graduates – 2012 (000’s)
Non-high income country
High income country
Source: UNESCO, Institute for statistics
Global supply of
educated workers is
increasingly coming
from emerging
economies
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CHANGING WORLD OF WORK
440
460
480
500
520
540
560
580
600
PIS
A –
ove
rall
sco
re (
rea
din
g, m
ath
s, a
nd
scie
nce
)
Overall PISA score (2012)
Non-high income country
Other high income country
G7 country
Source: OECD
A global
competition
for skills
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GENERATIONS
GENERATIONS APART
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AGING POPULATION
0 5 10 15 20 25 30 35 40
Japan
Germany
Italy
France
UK
Canada
Poland
US
Russia
South Korea
China
Brazil
Mexico
India
% of total population
Elderly (65+) as a % of total population
2010 2050
Source: UN population prospects
The challenges of an
aging population are
no longer only an
issue for the West
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JAPAN – TEST MARKET FOR THE WORLD’S AGING POPULATION
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WHERE WILL THE NEW CONSUMERS COME FROM?
China
India
Indonesia
Nigeria
18million
25million
4.6million
7million
France
UK
Germany
800k
771k
700k
Each full bottle
= 5 million births
Key:
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1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
THE SHIFTING BALANCE
OF GLOBAL OPTIMISM …
To what extent, if at all,
do you feel that today’s
youth will have had a
better or worse life than
their parents’ generation,
or will it be about the
same?
Total
Great Britain
Key:
81%
49%
45%
41%
40%
35%
34%
34%
34%
31%
31%
30%
29%
24%
23%
20%
19%
19%
16%
13%
7%
8%
32%
37%
41%
29%
47%
40%
37%
42%
37%
45%
42%
56%
42%
46%
54%
43%
54%
62%
60%
69%
China
India
Brazil
Turkey
Russia
S Africa
S Korea
Japan
Total
Argentina
Poland
Australia
Italy
Germany
Canada
GB
Sweden
US
Spain
Belgium
France
1
2
3
4
5
6
7
8
T
9
10
11
12
13
14
15
16
17
18
19
20
Better Worse
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TECHNOLOGY
THE CULTURE OF NOW
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CHANGING THE WAY WE THINK
78%in China say they
are ‘constantly
looking at screens
these days’
The level of interrupt, the sort of overwhelming rapidity of information… is in fact affecting cognition.
Eric Schmidt,Google
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THE CULTURE
OF NOW
Rachel Glucina @RachelGlucinaNZ
The milk formula fallout is a national
disgrace. You know it's bad when
Russia will take Edward Snowden,
but won't take our dairy products.
Kim Baker Wilson @kimbakerwilson
Fonterra's comms just called saying
they think "it would annoy journalists
to have regular updates".
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THE CULTURE OF NOW
amazonification
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RETHINKING
DISTRIBUTION
VOLVO ROAM
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GLOBALISATION
GLOBAL VILLAGE
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GLOBALISATION – GOOD?
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
Total
Key:
Globalisation is
good for ….
Agree Disagree
1
2
3
4
5
6
8
7
T
9
10
11
12
13
14
15
16
17
18
19
20
81%
71%
68%
66%
62%
60%
56%
55%
50%
50%
47%
45%
43%
41%
39%
38%
37%
36%
31%
27%
24%
7%
6%
10%
12%
15%
16%
18%
16%
10%
20%
13%
23%
21%
21%
25%
15%
20%
32%
11%
12%
23%
22%
23%
23%
34%
28%
27%
34%
40%
34%
35%
44%
36%
39%
41%
38%
49%
49%
41%
65%
China
India
Brazil
S Africa
Sweden
S Korea
Argentina
Japan
Total
Turkey
Canada
Australia
Germany
GB
Poland
Spain
US
Italy
Belgium
Russia
France
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ANXIETY
56%agree “there are too
many immigrants in…”
77%agree “the world is
changing too fast”
77%agree “the world is an
increasingly dangerous
place to live”
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URBANISATION
70%
The global urban
population is
projected to grow by
70% by 2050
By 2050 almost three in four
people in China will live in
an urban area
and one in two in India.
China India
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GLOBAL
BUT LOCAL
Weetabix Kenya
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GLOCAL
OUR VODKA
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SUSTAINABILITY
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
ENVIRONMENTAL DISASTER INEVITABLE?
91%
84%
83%
81%
80%
79%
78%
77%
75%
75%
73%
73%
71%
70%
67%
65%
60%
59%
59%
59%
57%
7%
13%
13%
16%
16%
17%
11%
19%
19%
20%
20%
18%
22%
23%
25%
25%
31%
29%
29%
28%
31%
China
Italy
Argentina
Turkey
S Africa
India
Brazil
S Korea
Germany
France
Total
Belgium
Russia
Spain
Canada
Sweden
Australia
Poland
GB
Japan
USTotal
Key:
We are heading
for environmental
disaster unless
we change our
habits quickly
Agree Disagree
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
15
16
17
18
19
20
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
ENVIRONMENT – COMPANIES’ ATTENTION
To what extent do you
agree or disagree…?
Companies do
not pay enough
attention to the
environment
93%
86%
83%
83%
82%
81%
81%
79%
79%
78%
78%
77%
77%
75%
75%
74%
73%
72%
72%
65%
45%
6%
12%
13%
13%
12%
11%
16%
14%
14%
16%
14%
16%
16%
18%
15%
20%
18%
24%
17%
22%
38%
China
Turkey
Argentina
Italy
Spain
Russia
S Africa
Germany
Canada
France
Brazil
Total
Belgium
Sweden
Poland
India
Australia
S Korea
GB
US
Japan
Total
Key:
Agree Disagree
1
2
3
4
5
6
8
7
9
10
11
T
12
13
14
15
16
17
18
19
20
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www.global100.org
# 1
• CEO to worker
pay
• Pension fund
status
• Safety
performance
• Employee
turnover
• Leadership
diversity
• Clean capital pay
link
• Energy
productivity
• Carbon
productivity
• Water productivity
• Waste
productivity
• Innovation
capacity
• Percentage tax
paid
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IS SCARCITY AN ISSUE?
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HEALTH
PERSONAL AND PREVENTATIVE
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1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
WHERE IS IT EXPECTED TO IMPROVE?
72%
49%
45%
39%
27%
25%
24%
24%
20%
19%
18%
18%
17%
16%
14%
12%
10%
9%
8%
7%
6%
8%
11%
10%
18%
11%
16%
32%
27%
23%
32%
13%
23%
27%
49%
35%
33%
34%
43%
42%
60%
44%
Brazil
India
China
Turkey
S Korea
Argentina
S Africa
Total
Belgium
Australia
Japan
Russia
Sweden
France
US
Canada
Poland
GB
Germany
Spain
Italy
Over the coming years,
do you expect the
quality of healthcare
that you and your family
will have access to
locally will improve, stay
the same or
get worse?
Improve Get worse
Total
Key:
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OUR HEALTH:
ARE WE DELUDED?
BMI: 22.5
LE: 83.1
BMI: 29
LE: 78.7
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Global Trends Survey | July 201436
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
HEALTHCARE – INFORMATION
76%
73%
71%
69%
69%
64%
63%
62%
62%
60%
58%
58%
57%
55%
55%
54%
46%
45%
42%
37%
35%
7%
6%
4%
4%
11%
9%
11%
8%
12%
9%
6%
10%
10%
9%
6%
11%
9%
22%
7%
17%
21%
25%
27%
20%
25%
28%
27%
30%
28%
32%
31%
37%
35%
35%
37%
48%
44%
49%
41%
58%
China
India
Turkey
S Africa
Poland
US
Canada
Russia
Sweden
GB
Total
Germany
S Korea
Argentina
Australia
Brazil
France
Belgium
Spain
Japan
Italy
To what extent do you
agree or disagree…?
I know I can find
the right
information to
make my own
decisions and
choices about my
health
1
2
3
4
5
6
8
7
9
10
T
11
12
13
14
15
16
17
18
19
20
Total
Key:
Agree Disagree
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FROM TREATMENT TO PREVENTION TO WELLNESS
72%want more control over
their healthcare
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SIMPLICITY
CHOICE ABOUT CHOICE
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
UNIFORM DESIRE FOR SIMPLICITY
0 10 20 30 40 50 60 70 80
16-24
25-34
35-44
45-54
55+I wish my life
was more
simple
Emerging
% agree
Established
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
CHOICES OVERWHELM?
Total
Great Britain
Key:
I often feel
overwhelmed by all
the choices I have
about how to live my
life
65%
65%
64%
62%
60%
58%
50%
48%
45%
45%
44%
44%
42%
41%
41%
41%
41%
39%
37%
34%
33%
32%
28%
33%
30%
36%
39%
42%
46%
51%
46%
49%
51%
52%
51%
52%
48%
54%
52%
58%
59%
61%
S Korea
India
Turkey
Poland
Italy
S Africa
Argentina
Total
China
Japan
Australia
GB
Canada
Belgium
Brazil
Russia
US
Spain
France
Sweden
Germany
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Agree Disagree
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“…choice, complexity, and let’s call it limited attention span… can lead to behavioural market failures”
Cass Sunstein
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TRUST
ERODING AUTHORITY
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
(DIS)SATISFACTION WITH GOVERNMENT
Total
Great Britain
Key:
The way the
government is
running the
country
31%
27%
25%
24%
23%
22%
20%
17%
16%
15%
14%
14%
13%
12%
11%
10%
7%
5%
5%
3%
45%
41%
42%
53%
59%
61%
47%
59%
60%
67%
53%
51%
46%
59%
59%
71%
73%
82%
84%
84%
Sweden
Germany
Canada
India
Turkey
Argentina
Australia
GB
Total
US
S Korea
Belgium
Japan
Russia
Brazil
Poland
France
Spain
S Africa
Italy
1
2
3
4
5
6
7
8
T
9
10
11
12
13
14
15
16
17
18
19
Satisfied Dissatisfied
No China
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
SOCIAL MEDIA AND MEDIA COMPANIES BARELY
MORE TRUSTED THAN FOREIGN GOVERNMENTS …
% Great deal / Fair amount
Global average
Great Britain
Key:
45%
45%
33%
32%
38%
31%
31%
25%
20%
19%
15%
41%
34%
31%
31%
28%
24%
17%
17%
12%
11%
10%
Public sector healthcare providers
Banks
Your national government
Supermarkets
Private sector healthcare providers
Credit card companies
Insurance companies
Telecommunications companies
Social media sites
Media companies
Foreign governments
To what extent, if at all,
do you personally trust
the following to use
the information they
have about you in the
right way?
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Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
SO WHO DO CONSUMERS TRUST?
FELLOW CONSUMERS …
Total
Great Britain
Key:
What I read about
other people’s
good or bad
experiences
influences the
companies or
brands
I choose
86%
74%
74%
73%
72%
71%
68%
68%
68%
67%
67%
67%
67%
66%
65%
61%
59%
58%
56%
49%
48%
10%
20%
23%
24%
24%
20%
20%
24%
23%
29%
26%
26%
26%
26%
26%
32%
33%
29%
29%
41%
46%
China
India
S Africa
Turkey
S Korea
Russia
Brazil
GB
US
Sweden
Total
Australia
Canada
Germany
Poland
Italy
Spain
Argentina
Japan
Belgium
France
1
2
3
4
5
6
7
8
9
10
T
11
12
13
14
1
16
17
18
19
20
Agree Disagree
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BRAND
EXPERIENCE IS THE NEW BRAND
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59%disagree “when I shop I
always try to buy
branded products”
THE POWER
OF BRANDS
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A VOCAL MINORITY
BUT A LURKING MAJORITY
BUT1/4of people have shared
their views about a
company or brand online
7/10will look at online reviews
if they don’t feel confident
making a purchase
decision
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Authenticity
and voice
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Global Trends Survey | July 201452
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Different but Similar
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WHO ARE MOST ALIKE?
GERMANS &
JAPANESE
AUSTRALIANS &
BRITS
ITALIANS &
POLISH
FRENCH &
BELGIANS
INDIANS, SOUTH AFRICANS
& CHINESE
ARGENTINES &
BRAZILLIANS
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Global Trends Survey | July 201455
1
2
3
4
5
6
7
T
8
9
10
11
12
13
14
15
16
17
18
19
20
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
BUT ULTIMATELY WE’RE ALL ALIKE….
Total
Great Britain
Key:
People across
the world have
more things in
common than
things that make
them different
81%
77%
74%
73%
73%
69%
68%
68%
68%
68%
67%
67%
66%
65%
65%
64%
62%
60%
50%
50%
34%
16%
19%
19%
21%
19%
21%
21%
23%
24%
22%
22%
22%
26%
26%
28%
26%
30%
29%
45%
41%
49%
Turkey
S Africa
China
India
Spain
GB
Australia
Canada
Germany
US
Russia
Argentina
Sweden
Total
Brazil
Poland
Italy
Belgium
S Korea
France
Japan
1
2
3
4
5
6
7
8
9
10
11
12
13
T
14
15
16
17
18
19
20
Agree Disagree
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THANK
YOU
www.ipsosglobaltrends.com/
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Q&A
www.ipsosglobaltrends.com