arnoldon: globalpulse

7/30/2019 ArnoldOn: GlobalPulse

http://slidepdf.com/reader/full/arnoldon-globalpulse 1/27

p

$



Arnold on

explores cultural, social

and consumer trends that are

directly impacting businesses today.

through a combination of cultural

observation and proprietary qualitative

and quantitative research, we aim to

uncover meaningful shifts in consumer

attitudes and behaviors and provide

marketers with ways to harness

these trends to benefit their

brands and businesses.



In this latest edition o

rnold n: global pulse we

fnd that there is a great

deal o uncertainty about the

uture in mature markets,

while raidly develoing

economies see a world ull o

oortunity. Yet, regardless

o how eole view the

world around them, they are

maintaining an otimistic

view o their own lives.

While we see some

dierences in behavior

around the world, there are

also some consistent themes.

iven continued instability

in the world, erceived

by both the mature and

develoing markets, we

see the emergence and

evolution o a number o

consumer attitudes, includinginstitutional distrust,

unsustainability and social

activism.

nd since our initial

survey waves in the ..

and globally, we have

ound eole increasingly

seeking to strengthen their

connections with others an

achieve greater balance.

While fnancial stability

and security continue to

be sought ater, eole are

rerioritizing what they eel

is imortant in their lives.

This edition o rnold n:

global pulse will exlore

those themes, as well as th

values and value that eol

are seeking in 2012.

Finally, we have develoed

a segmentation or each

country surveyed that looks

at the distinct mindsets in

each country, and what thismeans or marketers.

T F CTT

The utlook or 2012

2012 Consumer ttitudes

2012 Value and Values

2012 Mindsets

eing a uccessul rand in 2012

s we enter 2012, questions

abound regarding eole’s

exectations and attitudes

or this year. What is their

outlook or the world and

their own lives? What are

their biggest hoes and ears

or 2012? What are their to

riorities or the coming year?

To hel answer such

questions, rnold undertook

three global surveys o

2,400 consumers each in

the .., .K., razil and

China in February, June and

December 2011. rnold has

felded a national tracking

study in the .. since

2008 and a global tracking

study since February 2011

to monitor consumer mood,

mindset, behavior and

evolving consumer riorities.



T TKF 2012

Today’s world is a aradox. Whilemature markets are mired in economicuncertainty, raidly develoingmarkets are seeing a uture ull o oortunity. nd even as eoleexress concern about the worldaround them, they remain cautiouslyotimistic about their own lives.

How would youdescribe youroutlook for the

world around youin the next12 months?

How wouldyou describeyour outlook

for your life inthe next

12 months?

18%

52%

U.S.

12%

37%

U.K.

43%

81%

Brazil

GlobalOutlook

World andPersonal

Outlook in

2012

46%

62%

China

PositiveWorld

Outlook

PositivePersonalOutlook

30%

58%

PositiveWorld

Outlook

PositivePersonalOutlook



CTIpTIMIMpVI

s we enter 2012, eole in mature markets view the uture with

uncertainty and some treidation. The West continues to be

enmeshed in a state o economic stagnation, with a sense o

exaseration and rustration mounting. In act, since February 2011,

we have seen consumers in mature markets become increasingly

negative. peole see the world around them as uncertain and scary.

n the other hand, raidly develoing markets have a much more

ositive view o the world going orward. These markets are

orecast to exerience at least twice the growth o mature markets1

and are confdent they will lay an ever more signifcant role on the

world stage going orward. While the changes that come with an

emerging economy may eel somewhat chaotic, in general eole

are maintaining a ositive outlook. In countries like China and razil,

built on strong communal and amilial values, eole see the uture

as driving toward eace and harmony.

egardless o where they live, eole have a much more ositiveoutlook or their own lives than they do or the world around them.

The inherently human need or hoe and momentum in our own

ives is undeterred by the obstacles around us. We may be grounded

by our collective exeriences and uncertainty, but we remain fercely

otimistic about our ersonal uture.

IMF



p DF F 2012

cross the majority o the globe, eole are hoing or greater eace

and harmony in 2012, along with good health and better career

oortunities moving orward. In raidly develoing economies, eole

are hoing that new job oortunities and hard work will lead to a

better quality o lie. In mature markets, there is a hoe that the

economy and job market will simly turn around.

The otential that the economic roblems o the West could develo

nto a global crisis is the greatest ear or 2012. particularly in the .K.,

razil and China, there is a sense that the uroean debt crisis, couled

with the ongoing economic slowdown, could lead to a global recession.

n razil and China the otential or global recession also leads to ear

o olitical turmoil and violence.

nd while good health is a hoe that eole around the world have,

oor health is a key ear. In the develoing markets, as eole gain

higher aying and more stressul jobs, the ability to maintain balance

and health is a key concern.

The .. is unique in that the vast majority o hoes and ears center

squarely on the economy and jobs, esecially as the unemloyment rate

continues to hover ar above historic rates, at 8–9%. mericans aremuch more likely to claim that they hoe they will fnd a job in 2012,

get a better job, or that unemloyment as a whole is reduced. ..

consumers are also looking or greater economic and fnancial stability

moving orward. peole continue to ear the loss o their jobs, that

money will continue to be tight, and that the economy will get worse.

ll o this suggests that the economy will be the issue in the 2012 ..

residential election.

“That the worlddives into a double

recession.”

– .K.

“conomic crisis inuroe, intensifcationo conicts in the ast;

olitical crisis andviolence in razil.”

– razil

“Work stressand oor health.”

– China

“That I will still beunemloyed and

be joined by manymore eole who will

lose their jobs.”– ..

“peace and harmonythroughout the globe.”

– .K.

“ood health andamily well-being.”

– China

“I get a better joband have a good

standard o living.”– razil

“I hoe to be able towork hard and makethe most out o my

own career.”– China

“That the economy

makes a recovery sothat others out o

work can fnd jobs.”– ..



pIITITDY: TIITY

In a world where uncertainty is ervasive, eole are shiting riorities

to those things that rovide them with greater stability. peole are

seeking greater fnancial security, better health, stronger savings, and a

job they can rely on and develo. There is an increased sense that we

all need to slow down, reduce stress in our lives and fnd more balance

peole are looking or real solutions to their day-to-day roblems and

concerns that contribute to a greater sense o equilibrium. rands need

to give eole the tools that hel them eel smarter, less stressed,

healthier, and ultimately give them a sense o greater stability.

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

-15% -10% -5% 0% 5% 10% 15%

Change in Importance (December 2011 v. February 2011)

I m p o r t a n c e o f P r i o r i t i e s ( D e c e m b e r 2 0 1 1 ) Have more financial

stability and security

Spend more quality timewith my friends and family

Have more fun

Build strongerrelationships withfamily members

Live inthe moment

Feel more incontrol of my life

Start a new

hobby

Be morespiritual

Make a majorfinancial investment

Get a new job

Go on morevacations withmy family

Make changes thatensure the safety/security of my family

Be moreenvironmentallyconscious

Focus on my health

Relax and de-stress

Save more

Better balancemy spendingand savings

Focus on excelling in my career

Greater balance in mywork and personal life

Participate more involunteer workPrepare for my

childs highereducation Invest more in

my retirementsavings plan EMERGING PRIORITIESDECLINING PRIORITIES

ACCELERATING PRIORITIESIMPORTANT PRIORITIES

58%o mericans say they

would like to kee things

in their lives airly constant

prioritiesin 2012

Imortance o priorities v. Change

in Imortanceover the past Year

K oer Fall 2011 TeleCell urvey



2012 CMTTITD

nderlying eole’s outlook or2012 are a number o key consumerattitudes. cross both mature marketsand raidly develoing economieswe see six key attitudes emergingor evolving that will shae the next12 months.



“We once used to trust everything… ut now it seems

we don’t believe in anything. Today the lack o

trust has already seeed into many eole’s daily lives.”

International erald eader as quoted by C ews, 1/27/11

ITITTIDITT

round the globe we see increased distrust o traditional

nstitutions – ederal and local governments, banks, and big

business. peole have lost aith in these institutions and don’t eel

hat they are doing enough to solve today’s economic issues.

ngoing government bailouts couled with the continued

emergence o cororate scandals, such as the ews Cor. voicemail

scandal in the .K. and ood saety scandals in China, have caused

consumers to become even more jaded and cynical.

n 2012, consumer trust demands transarency and accountability.

rands will clearly need to demonstrate these attributes as they

have become table stakes. ut to more eectively connect and build

elationshis with consumers, they will also need to engage

consumers in a dialogue that humanizes them and demonstrates

how they contribute to eole’s lives.

Institutional percetionsTo what degree do you feel that the

following are doing their part to improvethe economy in your country?

Federal Government

Not Doing Enough Doing The ir Share Doing More Than The ir Share

65% 30% 5%

78% 18% 4%

68% 29% 3%

69% 27% 4%

50% 42% 8%

Local Government63% 33% 4%

60% 37% 3%

60% 38%2%

69% 27% 4%

67% 29% 4%

Banks/Wall Street73% 24% 3%

78% 19%3%

82% 17%1%

67% 29% 4%

66% 29% 5%

Big Business67% 28% 5%

75% 21% 4%

74% 24% 2%

54% 39% 7%

68% 28% 4%



TI-IITY

lobally, eole eel that the ath that society is on today –

ecologically, economically and otherwise – is unsustainable. The

very concet o sustainability has moved center stage as climate

change, oulation growth, the rise o the middle class in the

develoing world, economic instability and cororate resonsibility

become ront age news. peole eel the world is on a downward

siral that we need to quickly reverse.

Those institutions and brands that demonstrate a frm commitment

o social and environmental resonsibility, and a higher urose that

benefts humanity, will be rewarded going orward. Consumers will

choose those brands that balance urose and rofts over those

hat ocus on roftability alone. rands that o er solutions to

oday’s roblems will win.

“reat comanies…believe that business is an intrinsic art o

society, and like the amily, government, and religion, has been

one o its illars or centuries. reat comanies work to make

money, but in their choices o how to do so, they consider

whether they are building enduring institutions. s a result,

they invest in the uture while being aware o the needs o

eole and society.”

“ow reat Comanies Think Dierently,” arvard usiness eview, ovember 2011

U.S.92%

U.K.97%

Brazil95%

China75%

% who believe the path society is ontoday (economically, ecologically, etc.) isonly moderately sustainable, or worse89%

globally believethat the pathsociety is on todayis only moderatelysustainable,or worse

$86%of global consumersbelieve that business

needs to place atleast equal weight onsociety’s interests as

on business’s interests

To what degree do you feel that the path society is on today(economically, ecologically, etc.) is sustainable?

percetions o ustainability

The ustainability urvey 2011, lobecan, ctober 2011

delman goodurose tudy 20



How are your purchase decisionslikely to change in the next 12 months?

45%I will be buyingonly what I need

43%I will be seekingout products andservices thatoffer better valuefor the money

40%I will be moreselective inthe purchasesI make

U.S.46%

U.K.46%

Brazil39%

China51%

U.S.38%

U.K.43%

Brazil33%

China59%

U.S.41%

U.K.40%

Brazil36%

China48%

IpDI

n 2012, across all countries, eole will be getting back to basics in

heir urchases. etting the best value or the money will continue

o be a riority. owever, eole will also be looking to buy only

what they need and being more selective in their urchases. peole

won’t necessarily be buying less in 2012, but they will be making

urchasing decisions based on their riorities and what’s imortant

o them.

rands that make themselves indisensable to the consumer,

roviding multile ways to deliver value, will be successul. peole

will be seeking out brands that ft their lives and align with their

ersonal values.

$

71%globally agree with

the statement

“I believe we need

to live more simly”

purchasing ehavior in 2012



CTIVIVVMT

n the midst o today’s challenges, eole are relying more on

hemselves and taking their own stes to imrove their lives. early

wo-thirds o eole globally claim that they are taking stes to

change society or the better. The ccuy Movement is just the

atest examle o increased social activism. ven in China, online

rotests have srung u against “illegal” land seizures by local

governments.

Furthermore, three-quarters o eole believe that they are doing

heir share or more than their share to imrove the economy, and

see their ellow consumers as being almost equally as resonsible.

n mature markets, there is the sense that traditional institutions

cannot be trusted to do what’s best or consumers, thus consumers

need to emower themselves to bring about the changes that they

seek. In develoing markets, there is a sense o ersonal

esonsibility to hel build their countries and ride in heling to

nuence changes that drive growth.

n 2012, eole will be seeking brands that hel them make a

dierence – whether this is through a brand’s sonsorshi o social

rograms, or its broader urose. Consumers will see themselves as

continuing to drive change when urchasing a brand that

contributes to what they eel is imortant.

percent doing theirshare or more to

imrove the economy

To what degree do you eelthat the ollowing are doing

their art to imrove theeconomy in your country?

Consumersin eneral

Youpersonally

U.S.53%

U.K.46%

Brazil72%

China88%

% who claim to be taking steps tochange society for the better

65%globally claimto be sociallyactive

How active would you say you are in taking stepsto change society for the better?

ocial Involvement in 2012



CIIFC

s eole take back ower economically, they will also assert

greater control over their relationshis with brands. peole will

ncreasingly use social media to share their eedback and inuence

heir relationshi with brands. ank o merica and Verizon are twoo the most recent casualties to exerience consumer backlash in

esonse to service ees, driven by social media. Furthermore,

consumers will be using social media to derive more ersonalized

value rom brands, gaining access to customized roducts,

exeriences or romotions.

nterestingly, the role o social media is even greater in raidly

develoing countries than in mature markets. Mobile devices are at

a rice oint that is accessible to the masses, driving social media

usage. peole in China and razil are much more likely to use social

media to interact with a brand than consumers in the .. or .K.

ocial media is also a key way in which eole in develoing

countries learn about brands or the frst time.

n 2012 and beyond, social media will become the rimary mode o

brand communication to consumers. rands need to leverage social

media to integrate into eole’s lives and establish an ongoing and

meaningul dialogue with consumers. rands will need to ocus onelationshi building frst and transactions second.

ocial Media sagein 2012



2012 V& V

Today’s outlook and consumerattitudes are inuencing the valueeole seek rom the roductsthey urchase and the brands theydo business with. Furthermore,they are heling to shae eole’svalues globally.

Value

Values

+



We live in a world o uncertainty, ervaded by a level o cynicism

and distrust. In this world, unctionality, reliability and

rustworthiness have become table stakes or brands to

demonstrate rational value in 2012.

To stand aart, brands will also need to rovide “added” value,

delivering more or the money on an emotional, as well as

ational, level. s eole are lacing greater riority on taking care

o themselves, they are seeking brands that are more natural or

healthy otions. nd with a desire or ersonal otimism, eole

are seeking brands that make them eel good and create a sense

o hainess.

rands that are able to nourish one’s mind, body and sirit go

beyond monetary value and serve a higher urose. Consumers

will be seeking brands that emhasize more than material well-

being in 2012.

V TDY:T& ppI

Which of the following are most importantto you to convey the value of a product or service

you are considering buying, beyond price?

Serves thepurpose it needs

to serve

Product Value in 2012

Table Stakes

Differentiators

Reliable choicein that nothing

will go wrong

Trusted todeliver on its

promises

Is a healthyoption for me and

my family

Makes me feelhappy

34% 41% 41% 27% 27%

32% 45% 41% 30% 12%

30% 29% 29% 32% 31%

25% 15% 13% 20% 54%

23% 23% 22% 30% 17%



V TDYpeole’s ersonal values have shited over the ast year. Connections, otimism,

stability, relaxation, and balance are among the to values that eole will hold in

2012. owever, connections and balance are accelerating in imortance. In an

uncertain world, eole are looking to connect with those they love and can rely o

and to maintain their ersonal lives.

We are also seeing certain emerging values, including saety, sustainability, living l

to the ullest and un. peole are increasingly seeking to enjoy their lives, but lookin

to do so in a sae, secure and socially resonsible way.

In 2012, brands that can hel eole carve out ersonal sace or their riends, am

and themselves will be sought ater. peole are looking or brands that have a dee

sense o urose and will hel them rioritize what is imortant in lie.

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%

-6% -4% -2% 0% 2% 4% 6% 8% 10%

Change in Importance (December 2011 v. February 2011)

I m p o r t a n c e o f V a l u e s ( D e c e m b e r 2 0 1 1 )

Connections

Optimism

RelaxationStability

Control

ResponsibilityHonesty

Reality

Carpe DiemSimplification

Fun

Balance

Practicality

Sustainability

Safety

EMERGING VALUESDECLINING VALUES

ACCELERATING VALUESIMPORTANT VALUES Valuesin 2012

Imortance o Values v. Change

in Imortanceover the past Year



DTDY DT DIVM

Value

Values

+

Needed Today:

Healthfulness, Happiness

Baseline:

Functionality, Reliability,Trustworthiness

Needed Today:

Connections, Balance

Baseline:

Optimism, Stability,Relaxation



To challenge the status quo To see the glass as hal ullTo bring insiration to

every athlete

To insire eole and

create the uturepp

Value

Values

+

In our survey, we asked what brands eolewould tell others they love the most.

The brands below are the brands that weremost loved globally.



2012MIDT

While globally eole are seekingroducts that oer secifc valueand align with a set o corevalues, we also see nuances bycountry. In each country surveyedwe’ve identifed a set o distinctmindsets, each with their ownunique values and ersectiveson the world in 2012.

Attitudestoward life

in 2012

Valuesthat they

identify with

Involvemenin socialactivism

Perspectiveson sustain-

ability

Lifeprioritiesfor 2012



Financial concerns dominate

his mindset. They do not eel

ke they have control over

heir fnances and are very

conscious o getting the best

value or the money in

everything they buy.

Their greatest riorities in the

coming year center around

establishing greater fnancial

stability and control, and

develoing methods o saving

and investing to hel them

achieve that stability.

They value the ability to

better rioritize and make

rade-os in lie, the need to

be more resonsible in theirurchases, and the ability to

better lan or the uture.

They are seeking brands that

can hel them achieve some

control and fnancial security

n their lives.

irituality and the amily are

all-imortant to this mindset.

They believe in traditional

values and the need to live

more simly.

They seek out ways to ground

themselves siritually and

reconnect with their amilies.

irituality and building

stronger relationshis with

riends and amily are their

to two riorities in lie.

They value connections and

simlifcation. They want to

better care or the needs o

their riends and amily, while

also getting back to the basics

o what’s imortant in lie.

They are seeking brands

that can hel beneft their

amily and hel them live

more simly.

This mindset seeks to remain

ahead o the curve. rban,

with the highest average

income o any segment, they

seek out status and luxury.

owever, they are also

looking or smart, innovative

solutions that better their

lives.

In 2012, they are rioritizing

ways to enhance their own

ersonal value – whether that

be taking on a new hobby or

a new job.

They value the idea o living

lie to the ulles, but also look

to do this in a sensible way

by maintaining a level o stability and security in their

lives.


demonstrate sohistication,

innovation and style that can

enhance how they are

erceived by others.

.. Mindsets

This mindset is ocused on

living in the moment and

getting the most out o lie.

They have ew concerns or

worries.

Their greatest riorities are to

have more un, take more

vacations, and live in the

moment. They do not want to

be burdened with serious

concerns.

They value the ability to let

loose and have a careree lie.

Fun is their mantra.


hel them enjoy lie and make

it more easy. They are also

looking or new ways to

create more un in their lives.

Finding greater balance in lie

is a critical concern or this

mindset. They rely on

dierent methods to hel

them kee on to o their

busy lives, including smart

technologies and roducts

that hel them stay healthy.

In 2012, establishing balance

between work and ersonal

lie will be the key riority or

this mindset. Furthermore,

they will be looking to send

more time with their riends

and amily.

They value balance, control

and relaxation. They are

seeking to create structure intheir lives that enables them

to re-ocus and de-stress.


enable them to carve out

more ersonal time or

themselves and their amilies,

in addition to roducts that

eel like a “treat” as a break

rom their hectic lives.

ustainability and rotecti

the environment are to o

mind or this mindset. The

are worried about the hea

o the lanet, are very soci

active, and only buy rom

comanies that share their

commitment to social

resonsibility.

In 2012, they are ocused o

being more environmental

conscious and rioritizing

community and volunteer

work.

They value sustainability a

simlifcation. They want t

ensure that we will have a

more balanced, healthy womoving orward.

They are seeking brands th

share their urose in

creating a more sustainabl

world, and are seeking

natural roducts that are

good or the environment

good or them.

FICI p F pIITFMIY VIT C KpITICT pT pTCT



This mindset is concerned

with status and sel-

romotion. Young, single and

urban with high incomes,

hey asire to a lie o luxury

and are constantly looking or

ways to imrove their own

ersonal brands through new

accomlishments.

Their greatest riorities in the

coming year are to strengthen

heir fnances and careers.

They value both un and

balance in their lives. They

eel the need to let loose, yet

are looking to do so in a way

hat balances the demands o

heir careers. They recognizeand accet the need to make

rade-os between their

ersonal lives and work.

They are seeking

sohisticated, stylish brands

o enhance their own

ersonal value and

dierentiate themselves as

art o the elite.


maintaining a ositive outlook

and getting back to what’s

imortant in lie – amily and

health. Married with children

and living in rural areas, they

buy brands that share their

values and hel them live

healthier lives.

They will be seeking out ways

to reconnect with riends and

amily in the coming year,

lacing greater riority on the

quality time they send with

their loved ones.

They value the connections

they have with others and the

ability to live lie to theullest. They want to live

otimistically and honestly.


can be trusted to make them

eel more hay and healthy.

Deriving a greater sense o

control over one’s fnances

and one’s lie is imortant to

this mindset. They crave

greater fnancial stability and

don’t eel like they have

control over their fnancial

uture.

In 2012, they will be seeking

to establish greater control

and stability in their lives and

looking or ways to relax and

de-stress.

They value security and

stability. imliying their

lives is one way that they are

looking to gain greater

control.


rovide tools and solutions

that enable them to create

greater structure and stability

in their lives.

.K. Mindsets

ustainability and social

resonsibility are critical

concerns or this mindset.

They are worried about the

health o the lanet, make an

eort to buy rom socially

resonsible comanies, and

look or smart solutions to

today’s sustainability issues.

Their riorities are centered

around being more

environmentally conscious

and involved in their

community.

They value sustainability,

racticality and

simlifcation. They want to

ensure that we take racticalstes to creating a healthier

world moving orward.


give them innovative ways to

hel sustain their

communities and the

environment.

This mindset is seeking

greater sirituality and a

return to traditional values.

They believe in living more

simly and seek to ground

themselves siritually.

In 2012, their number one

riority is to be more

siritual. They are oinionated

and are very involved in social

activism.

They value security,

simlifcation and

connections. They seek to

create a more simle lie

centered around those they

love and what they believe in.

They are looking or brands

that enable them to simliy

their lives and to exress

their commitment to their

aith and amilies.

TTTICI TICK T IC pIITITCT K



This mindset is based in

doing what’s right, with a

strong belie in the amily,

esonsibility and honesty.

uburbanites with children,

hey rioritize their amily

frst.

n 2012, they are seeking to

connect more strongly with

riends and amily. Their

children’s education is at the

oreront o their mind.

They rize resonsibility and

honesty as values. They seek

o be ustanding members o

society to hel them establish

stability in the long run.


are reliable and transarent,

and that contribute to their

values orientation. They want

o eel good about what they

urchase.

Without any real concerns,

this mindset is largely

aathetic. Made u o

younger, single eole, the

mindset has little concern or

thought or what is going on

in the world today or their

own uture.

prioritizing relaxation and un

in 2012, they are seeking to

try new things that hel them

enjoy lie even more.

They value the ability to let

loose and have a careree lie.

They see the ursuit o un as

the only ractical aroach to

lie.

They are seeking stylish

brands that aeal to their

hedonistic liestyle and hel

them indulge themselves.

This mindset is defned by

their overwhelming belie in

otimism and hoe. They are

worried about their country,

but they believe that a bright

uture is ossible.

While they eel in control o

their fnances today, they are

seeking to gain even greater

fnancial stability moving

orward. They are also looking

to ground themselves

siritually.

They value otimism above

all else. Their hoe or the

uture is sacrosanct. Their

goal is to live their lives to the

ullest.


contribute to the ositive halo

they seek to create in their lives.

razil Mindsets

ustainability,

environmentalism and social

resonsibility are key

concerns o this mindset.


health o the lanet and only

buy brands that share their

commitment to social

resonsibility.

Very socially active, they are

committed to being more

environmentally conscious

and articiating more in

community work in 2012.

They value sustainability and

security. They seek to make

resonsible choices that make

the lanet healthier and saer.


are committed to a higher

social urose that benefts

the world around them, and

that rovide them with more

healthy, natural otions or

their amilies.

This mindset is defned by

their signifcant need or

control in their lives. They

don’t eel like their fnances

are in a good lace, and they

seek out smart solutions that

can imrove their lives.

Their key riority or 2012 is

to eel more in control o their

lives. They are seeking ways

to better manage their

fnances and careers, as well

as to create greater balance

between their work and

ersonal lives.

They value control above all

else. They are looking or

ways to rioritize and maketrade-os that rovide them

with the ability to better

manage their lives.


give them innovative tools

and solutions that create

greater structure in their lives

and ultimately make them

hay.

CCICIT CI DVCTT CCD TCTITpITIVIT

z z z



eneactors o the emerging

wealth in China, this mindset

nuences trends in the rest

o the country. They have

strong oinions, stand u or

what they believe in, and are

very socially active. ut they

also asire to lives o luxury

and areciate innovation.

n 2012, their riorities are

centered around

strengthening their careers

and retirement savings.

They value balance in their

work and home lie and

esonsibility. While they are

committed to building a

better lie or themselves,hey also seek to enjoy the

ruits o their labor.

They are seeking innovative

brands that enable them to

be agents o change and

dierentiate themselves rom

he mainstream.

This mindset laces a high

value on the amily and

connections with those close

to them. econnecting with

their riends and amily is a

key goal or the coming year.

In 2012, their riorities also

center around the amily.

They will be sending more

time with their amilies,

looking or ways to ensure

the saety and security o

their amilies, and rearing

or their children’s educations.

They value connections and

caring or the needs o those

they love above all. They also

value racticality and securityin their lives.


hel them easily care or their

amilies and kee them sae.


getting the most out o lie,

whether through un and

indulgence or sirituality.

They asire to a lie o luxury,

yet don’t eel like they have

enough control over their

fnances to get them there.

In the coming year, they will

be looking to gain greater

control over their lives.

owever, this will be

balanced with increased

sirituality, indulgence and

maximizing lie exeriences.

They value un and living lie

to the ullest. They are

seeking new exeriences thatenhance their lives and

enjoyment.


rovide them with added

benefts, giving them more

than what they exect.

China Mindsets

s art o the emerging

middle and uer classes, this

mindset seeks greater

sustainability, but not at the

cost o enjoying their lives.


lanet and look to buy rom

comanies that are socially

resonsible.

In 2012, they will be

rioritizing environmentalism

and community work, but will

also be seeking to have more

un. ocial awareness is

imortant to them, but not at

the exense o enjoying lie.

They value sustainability and

gaining more control in theirlives. They want to be

resonsible in their choices in

a way that suorts their

current liestyle.

They are seeking innovative,

socially aware brands that are

used by eole “in the know”

and that enhance their own

ersonal value.

Concerned about the state o

their country, their fnances

and growing globalization,

this mindset is seeking

greater security, stability and

control in their lives.

In the coming year, they will

be rioritizing fnancial

stability and looking to get a

new job.

They rimarily value gaining

more control and creating a

greater sense o security in

their lives. They are also

looking to establish greater

stability moving orward.

They are seeking brands they

can trust and that rovide

them with a sense o

satisaction and national

ride.

This mindset rioritizes he

and wellness in their lives.

ealth is the most imorta

thing to them and they see

out roducts that hel the

live a healthier and simler

They are rioritizing health

sirituality, environmentali

and connections in the

coming year. They are see

to create a balanced lie

where health, wellness and

sustainability revail.

They value simlifcation a

relaxation. They are lookin

create simler, calmer lives

or themselves moving

orward.

They are seeking brands th

hel them slow down,

simliy their lives, and ena

them to nourish their mind

body and sirit. They want

roducts that are natural a

healthy, but that also rov

them with a sense o

indulgence and calm.

T IFC pWDY WFMIY FIT CITY KpITIIT T MI



eing a uccessulrand in 2012

In 2012, marketers will need to ollow a ew keyguidelines to connect with dierent consumer mindsets

and engage with them in meaningul ways.



S T R A T E G

I C I NSI G H T

S G

R O U P

DTTICIIT

prnold n is brought to you by the rnold trategic Insights rou. This edition

s based on the results o three global online surveys o 2,400 adults each conducted

n February, June and December 2011 on general attitudes and behaviors as well as

econdary research.

The rnold n series rovides analysis and consumer insights across a variety o

oics and their relevant imact on how marketers communicate with consumers.

The content or this edition o rnold n was develoed by ean ’eill, Vp, Director,

usiness trategy; auren Murhy, nalyst, usiness trategy; Jane chlech,

ibrary cientist; and eela pal, Managing partner, lobal Director o rand and

usiness trategy.

interested in urther discussion or a worksho, lease contact us:

isa nsworth

Chie Marketing fcer

[email protected]

617.587.8242

arnoldon: globalpulse

Documents