Insights

Hashtag Nation: Marketing to the Selfie Generation

Hashtag Nation: Marketing to the Selfie Generation

Today’s youth are more aware of how brands impact their lives than ever before. And the smartest brands are using the digital social sphere, pop culture, and new technologies to reach these young customers.

In our latest Prosumer Report, Hashtag Nation: Marketing to the Selfie Generation, Havas Worldwide explores how young people today respond differently to brands than previous generations did. And although a majority of 16- to 34-year-olds say pop culture has influenced their personalities and attitudes, our Buzzfeed article takes a look at what we hope it does not teach us.

DOWNLOAD the report via our Prosumer blog
VIEW our Buzzfeed article


Download the Report

The New Consumer and the Sharing Economy

The New Consumer and the Sharing Economy

Seventy percent of the 10,574 people surveyed around the globe believe that overconsumption is actually putting our planet and society at risk. Half say they could happily live without most of the items they own. And two-thirds make it a point to rid themselves of unneeded possessions at least once a year.

In the just released report, The New Consumer and the Sharing Economy, Havas Worldwide explores the coming wave of “smarter” consumerism that promises to significantly alter our economic models and the roles brands are expected to play.

DOWNLOAD the report via our Prosumer blog


Interact with the Report

Brand Relevance

Brand Relevance

Facing universal skepticism from consumers and stiff competition from a sea of competitors, how can a brand differentiate itself to win a loyal following—or at the very least, to prove itself worthy of its customers’ time? It boils down to two essential elements: trust and dynamism—the consumer’s perception that a brand has delivered on the promises of the past while simultaneously helping lead the way to a better future.

A new global study from Havas Worldwide, “Building Brands that Matter: The Sweet Spot Between Trust and Dynamism,” explores the critical factors at play in brand success and consumer engagement. Tracking factors such as transparency, innovation, authenticity, utility, and sociability, the white paper identifies what people around the world truly value in their relationship with brands.

DOWNLOAD the report via our Prosumer blog


View the Interactive Report

Talent Mandate

Talent Mandate

"Our employees are our greatest asset"—it's a cliché companies feel obliged to spout. Some may even believe it. But as with eating healthy food and getting exercise, lip-service doesn't make goals come true. In this groundbreaking book, Andrew Benett explores how truly "talent centric" organizations thrive in today's changing economy.

Based on original research and in-depth interviews with outstanding leaders of talent-driven organizations such as Zappos, DreamWorks Animation SKG, Nestle, Dow Chemical, The Motley Fool, AnswerLab, and more, Benett uncovers emerging trends and benchmarks and shows why it is so important to invest in and develop tomorrow's talent.

LEARN MORE

Digital and the New Consumer: Emerging Paths to Purchase

Digital and the New Consumer: Emerging Paths to Purchase

As e-commerce extends into mobile technologies, growing numbers of hyper-connected consumers are making smartphones a regular part of their purchasing processes. This worldwide trend is moving fastest in certain emerging markets, where switched-on consumers are proving more apt to embrace m-shopping than are their developed market peers.

This study explores how consumers are moving on from the last decade’s relatively simple and static model of e-commerce to the more complex and dynamic systems.

DOWNLOAD the report via our Prosumer blog
BROWSE the interactive report View the Infographic

Circular Chase Trends

Circular Chase Trends

The fascination between the Eastern and Western worlds is now going beyond the superficial into a richer territory of deeper values.

The East is now more interested in the Western values of social liberation rather than just greater opportunities, success, and
money. And as for the West, increasingly robotic lifestyles have resulted in a spiritual and an emotional vacuum, which is leading Westerners to embrace more Eastern mantras.

Check out a snapshot of the key trends we observed.

Read full report

Love and Lust in the Digital Age

Love and Lust in the Digital Age

20th century science fiction scenarios of computer sex and love are becoming real in the 21st century for the rising generation of Millennials, who are immersed in computer games and online socializing. Having grown up digital, Millennials are more likely than older cohorts to access it, experience it as real, and regard it as normal.

In Havas Worldwide’s annual “Love & Lust” survey, conducted among 2,000 adults in the US and UK, almost one-third (32 percent) of 18-34s say that virtuality is reality, meaning that for them, what happens online is real.

Read the Press Release

View Infographic

Communities and Citizenship: Redesigned for a New World

Communities and Citizenship: Redesigned for a New World

Who has the most power to effect change today? If you think it’s the world’s political leaders, you’re in the minority.

Our newest global study shows that the single greatest agent of change is “the people, empowered by social media.” It’s part of a shift that is seeing the responsibility for solving our most pressing challenges shared not just by the world’s governments, but also by citizen-consumers and businesses.

DOWNLOAD the report via our Prosumer blog View Infographic

Trends: 13 for 2013

Trends: 13 for 2013

The only way to survive and thrive today is to arm yourself with the right tools.

With 13 for 2013, we've boiled down the essence of 13 key trends that will influence all of us in the year ahead with the language of today, in 140 characters or less.

Download the iBook to learn more.

Read full report

Aging: Moving Beyond Youth Culture

Aging: Moving Beyond Youth Culture

Insights into the world’s changing perceptions of aging and what “old” means in this era of longer lifespans.

We find that as the median age in many countries heads for 40 and beyond, Prosumers and mainstream consumers are tiring of the obsession with endless youth. They are more interested in aging well—feeling good, remaining active, and maintaining their health, fitness, finances, and independence for as long as possible.

Read full report

This Digital Life

This Digital Life

Insights into feelings about the digital lifestyles the world has embraced.

After a whirlwind romance and heady honeymoon with all things digital, we find people around the world are now taking stock of what’s good about it and what’s not.

They want to take advantage of modern conveniences without losing what’s natural and authentic.
Their appetite for digital is tempered by a hunger for real meaning and deeper satisfactions.

Read full report

My Body, Myself, Our Problem: Health and Wellness in Modern Times

My Body, Myself, Our Problem: Health and Wellness in Modern Times

Insights into the emerging attitudes and behaviors of our society as people become more interested in health and wellness.

As the world faces a ballooning obesity crisis, we find people want to be more proactive in managing their weight, tuning up their cardiovascular systems, and managing their brain health.

Amid widespread mistrust of many health-related businesses, they yearn for more transparent products and services that honestly help them live better.

DOWNLOAD the report via our Prosumer blog View the Infographic

MILLENNIALS: The Challenger Generation

MILLENNIALS: The Challenger Generation

Insights into the up-and-coming generation of today’s youth and tomorrow’s leaders.

Despite the problems facing the world, we find that this confident generation has a distinctive mix of optimism, principles, pragmatism, and respect for their elders.

They feel a duty to work together to create positive change with the help of technology and brands that earn their trust.

Read full report

GENDER SHIFT: Are Women the New Men?

GENDER SHIFT: Are Women the New Men?

Insights into the growing power and influence of women through the attitudes of young people in the world’s leading economies.

We find that debates about women’s rights and capabilities are history for this post-feminism generation, who see the sexes as equal but not identical; they reject unthinking stereotypes, but they value real differences. Gender roles and traditions have been turned on their heads.

Read full report

The New Consumer in the Era of Mindful Spending

The New Consumer in the Era of Mindful Spending

Insights into changing consumer mindsets gathered from our Prosumer study across Brazil, China, France, Japan, the Netherlands, the U.K., and the U.S.

The 2007-2008 financial crisis prompted widespread belt-tightening and soul-searching.
We identify important shifts in consumer values away from knee-jerk spending and toward more purposeful purchasing.

We see a desire for greater substance, a quest for personal improvement, more mindful consumption, and expectations that companies embrace higher ethical standards.

Read full report