Pride and Prejudice:Shifting Mindsets in an Age of Uncertainty

Table of Contents

3

4

10

23

30

37

About the Study

My Country, ’Tis of Me

National Identity Is the New Cool

Collaborative Democracy: Finding the Right Balance

CCTV and Xenophobia: The Limits of Democracy in Times of Terror

In Pursuit of Happiness

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About the StudyIn February 2016, Havas partnered with Market Probe International to survey 11,976 men and women ages 18+ in 37 markets:

Argentina, Australia, Belgium, Bosnia, Brazil, Cambodia, Canada, China, Colombia, Croatia, the Czech Republic, Estonia, France, Germany, India, Ireland, Italy, Japan, Laos, Latvia, Lithuania,Mexico, Myanmar, the Netherlands,

the Philippines, Portugal, Russia, Saudi Arabia, Serbia, Singapore, Slovenia, South Africa, Spain, Turkey, the United Arab Emirates, the United Kingdom, and the United States.

The survey sample was made up of 20% leading-edge PROSUMERS

and 80% MAINSTREAM consumers.

Who Are Prosumers?Prosumers are today’s leading influencers and market drivers—and they’ve been a focus of Havas studies for more than a decade. Beyond their own economic impact, Prosumers are important because they influence the brand choices and consumption behaviors of others. What Prosumers are doing today, mainstream consumers will likely be doing 6 to 18 months from now. Learn more at mag.havas.com/prosumer-reports/.

Prosumer and mainstream respondents are segmented into the above generations.

Note: Some figures may not add up to 100 percent due to rounding.

MILLENNIALS ages 18–34

GEN XERS

ages 35–54BOOMERS

ages 55+

22%

24%

29%

23%

17%

23%

75%

69%

64%

68%

74%

70%

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A perennial global economic crisis, widespread political corruption,

violent extremism and terror, ever-wider income inequities, the refugee crisis…these matters and others have triggered daunting thoughts about the future. And

so, too, have they contributed to major ideological shifts around

the world, as evidenced by such developments as the Brexit vote

and the shadow it casts over the European Union, the rise

of Trump in the US, and rekindled tensions between Russia

and the West.

My Country, ’Tis of Me

I am proud

of my country

I feel ashamed

of my country

(% agreeing strongly/somewhat)TOTAL PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERS

69 %

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In a world scarred by crisis and uncertainty, people are turning toward values and symbols of the past. Rather than focusing on globalism, accessibility, diversity, and other more modern ideals, many are turning inward and seeking the security of the familiar, including patriotism and its more fanatical sibling, nationalism.

All over the world we see signs of national pride: Three-quarters of Prosumers (and 69 percent of mainstream consumers) in the 37 countries surveyed said they are proud of their countries. This feeling is shared not only by nations that have traditionally openly expressed their patriotism, such as the United States, Turkey, and Russia, but also by countries where patriotism has been rarely articulated or even considered taboo.

After decades of suppressing public expressions of nationalism following World War II, Germans

commenced displaying their flag with pride in 2006, during the country’s successful hosting of the FIFA World Cup. By the time Die Mannschaft won the 2014 World Cup eight years later, the German flag was being proudly waved in the streets. Today, 64 percent of German Prosumers and 49 percent of the German mainstream evince pride in their country—a clear sign of historical baggage being shed. France also is beginning to love itself again, with 77 percent of Prosumers and 58 percent of the mainstream declaring themselves proud of their country.

(% agreeing strongly/somewhat that they’re proud of their countries)

Other proud nations include:

CAMBODIA 97%

US 77%

LAOS 96%

SINGAPORE 76%

SAUDI ARABIA 94%

CANADA 75%

INDIA 93%

ARGENTINA 73%

MYANMAR 91%

MEXICO 73%

UAE 88%

PORTUGAL 72%

COLOMBIA 87%

RUSSIA 71%

PHILIPPINES 86%

LITHUANIA 67%

AUSTRALIA 85%

TURKEY 77%

CHINA 77%

IRELAND 77%

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This isn’t to say that national pride is on the rise the world round. In two countries—Brazil and South Africa—respondents were nearly as likely to express shame in their country as pride. Brazilians’ negative feelings can be explained by a string of recent events, including the Petrobras scandal, the impeachment of President Rousseff, and criticisms over a lack of preparedness for the 2016 Olympic Games (the survey was conducted prior to the games). Among South Africans, the political and economic turmoil that has marked the presidency of Jacob Zuma helps explain why 50 percent of respondents express shame in their country, compared with 51 percent who express pride.

Nevertheless, taken as a whole, the sentiments of the nearly 12,000 global respondents were weighted firmly on the side of pride in country and suggest a reembrace of the cultural distinctions that make each nation unique. More than that, it’s a sign that people are seeking to grab hold of the assurance that their nations are providers of safety, an unwavering value system, and stability. Even as globalization makes most local problems global, people are reflexively clinging to what they understand and, at least to some extent, trust.

“Even as globalization makes most local problems global, people are reflexively clinging to what they understand and trust.”

46%

45%

49%

46%

44%

7 / 5 3

The pro-country sentiment we’re seeing expressed in so many parts of the world is a different breed from the patriotism of old. It’s not an outwardly directed nationalism that puts one’s country above all others so much as it’s a recognition of the elements that make one’s country and culture worth celebrating—and protecting. To a large extent, it’s a patriotism steeped in the past—in history, in bygone glories, in deep-rooted traditions. So, even as 7 in 10 respondents express pride in their countries, nearly half (45 percent) say that their country is actually moving in the wrong direction. Only around a quarter (26 percent) disagreed with that statement, while 28 percent weren’t sure. This means that the feelings of pride being expressed are less about what the country is doing today and more about what it represents and what is worth holding on to.

I think my country is moving

in the wrong direction

Cultural Pride and the Rise of Neopatriotism

(% agreeing strongly/somewhat)PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERS

8 / 5 3

Paying attention to product sourcing is one way people are expressing their love of country. In our 2015 study “The New Consumer and the Sharing Economy,” around two-thirds of Prosumers agreed that buying products is a patriotic act and helps a nation’s economy. That economic benefit presumably is magnified when the product in question is homegrown—hence the popularity of movements such as Swiss Made, Made in the USA, and Made in France.

The appeal of products produced in-country extends beyond economics, though. In the current environment, locally made products are perceived as more special than those mass-produced in a foreign land. Even the most basic items can take on a sheen of distinction when presented in the right way. In 2011, young entrepreneur Guillaume Gibault identified a gap in his local market: There were not enough products made wholly in France to promote French excellence, support the national economy, and counteract France bashing by endorsing a French narrative. To help fill that gap, he created Le Slip Français—underwear

designed, manufactured, and packaged 100 percent in France, with a signature elastic waistband of blue, white, and red. This simple product sparked conversations in French locker rooms and affirmed the neopatriotic sentiment that was beginning to build. As described by Florette Pâquerette, creator of “Bisou Français” T-shirts, this new patriotism “just means to love your country, your heritage, your city, your food, your culture.” It can be seen in the reembrace of the traditional marinière (the horizontally striped sweater made famous by the French navy); the renewed pride in French cheese and wine; the relaunch of the DS by Citroën; and the explosion of tricolored blue, white, and red products, such as the Cocorico sneakers from Twins for Peace. We see it, too, in the elegance Lacoste brought to Team France’s outerwear for the 2016 Olympic Games. It is once again cool to be French. Elsewhere in the world, we see a similar reembrace—and defense—of local ingredients and traditions. Food provenance has become a much more sensitive matter as people fight to protect their cultures from homogenization. Throughout Europe, we see a rising will to resist new business models coming from the US (a number of European capitals have banned Uber and Airbnb to protect local companies and business models). This movement to safeguard and support national identity has growing economic consequences. In sectors ranging from beer to apparel, local brands are playing with their origins and nationality to gain ground and reign supreme in the hearts of consumers.

“Locally made products are perceived as more special than those mass-produced in a foreign land.”

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This report will focus on the following:

National Identity Is the New Cool:

In this era of neopatriotism, people are making an effort to blend two identities: their global and national citizenships. What elevates national pride, and how can brands use this to build on their momentum?

Democracy 2.0:

We have long heard calls for the reboot of democracy, particularly in light of the changes brought about by digitalization. But at a time when security concerns are proliferating, how do people want to be governed?

In Pursuit of Happiness:

How do people find happiness in a world filled with fear and crisis? And what are the responsibilities of the state in this regard?

1. National Identity Is the New Cool

95%89%

89%83%

86%80%

90%84%

93%87%

1 1 / 5 3

Does this renewed pride in country mean we will have to choose between our global and national identities? Not really. We are still citizens of the world, with strong feelings of collective obligation. Our 2015 global study found that around 8 in 10 Prosumers believe they have a responsibility to make the world a better place. People still want to feel like they’re doing their part to fight climate change and environmental degradation, to promote human rights, and to tackle other global issues (regardless of whether they actually get around to doing

anything), but most of us also feel a strong obligation to be first and foremost a citizen of our own country. And this begins with having a comprehensive knowledge of and respect for our national histories and symbols: 89 percent of Prosumers globally (vs. 83 percent of the mainstream) respect their country’s flag, and 95 percent (vs. 89 percent of the mainstream) believe it’s important that children know the history of their country and its symbols (e.g., flag, national anthem).

I respect my country’s flag It is important that children know the history of their country and its symbols

Balancing a Dual Identity: Global or Local?

(% agreeing strongly/somewhat)PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERS

GLOBAL TOTAL TURKEY JAPAN

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Some might expect a huge agreement gap between the various generations on these statements. After all, aren’t millennials too cynical to rally around the flag? As it turns out, no. On a global basis, baby boomers are somewhat more likely than millennials to respect their country’s flag (87 percent vs. 80 percent, respectively) and to want children to understand their national heritage (93 percent vs. 86 percent), but the gaps are less extreme than might be expected. And in some countries, they’re practically nonexistent. On the question of respecting the flag, levels of agreement were virtually equal between millennials and their elders in Belgium, Canada, Germany, India, the Netherlands, the Philippines, Singapore, and South Africa. In Turkey, there’s a gap, but it goes in the opposite direction: 99 percent of Turkish

millennials respect their flag, compared with 91 percent of Turkish boomers. In Japan, respect for the flag is significantly less prevalent, with only 46 percent of millennials and 71 percent of boomers agreeing with the statement.

We see a similar pattern with the importance of children’s knowledge of country. Globally, there’s just a 7-point gap between millennials and boomers on this question, but the generation gaps widen and shrink depending on the country. Belgium stands out in its overall low agreement level with this statement—just 73 percent agree it’s important for children to know the history and symbols of their country, including 66 percent of millennials and 84 percent of boomers.

I respect my country’s flag

87%80%

46%

71%

99%

91%

MILLENNIALS BOOMERS

(% agreeing strongly/somewhat)

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Proud Past, Uncertain FutureWhat makes you proud of your country? (Choose all that apply.)

Its values

P: 53 M: 48

ML: 46 X: 49 B: 51

The role it plays in the world

P: 37 M: 30

ML: 29 X: 30 B: 34

Its economic success

P: 25 M: 24

ML: 20 X: 23 B: 25

Its lifestyle

P: 39 M: 34

ML: 34 X: 32 B: 36

Its culture

P: 73 M: 65

ML: 64 X: 67 B: 66

The character of its people

P: 43 M: 39

ML: 36 X: 39 B: 43

Its history

P: 66 M: 61

ML: 57 X: 63 B: 64

Its creativity/inventiveness

P: 42 M: 36

ML: 35 X: 37 B: 39

Something else

P: 6 M: 7

ML: 7 X: 7 B: 8

PROSUMERS (P) MAINSTREAM (M) MILLENNIALS (ML) GEN XERS (X) BOOMERS (B)

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The story varies a bit among individual countries. Some populations are looking back wistfully at a gloried past, while others are happier looking to the present and future. Only 23 percent of Germans, for instance, take pride in their country’s history, while 55 percent are proud of its current economic success. In the UK, the situation is reversed, with 68 percent of British respondents taking pride in their nation’s history, while only 20 percent are proud of its current economic success.

The sorry state of the global economy is reflected in the fact that 29 of the 37 countries surveyed rated every other factor higher than economic success in their points of pride. The countries most down on their economies (seen as a point of pride by less than 10 percent of respondents) are Argentina, Bosnia & Herzegovina, Brazil, Croatia, France, Italy, Latvia, Lithuania, Mexico, Portugal, Serbia, Slovenia, South Africa, and Spain.

We know the vast majority of people around the globe are proud of their homelands—but why? It turns out that in most countries, pride is mired in the past. By a large margin, people are most proud of their country’s culture and history, both of which have been centuries and generations in the making. In contrast, only around a quarter to a third of the global sample take pride in what their country is doing right now, including the lifestyles its people are living, the role it plays on the world stage, its inventiveness, and its economic success. These findings suggest that people are putting more faith in the past than in the present or future—a not unreasonable response in a time of turmoil and insecurity. Interestingly, the gaps between Prosumers and the mainstream and among the age groups are relatively small, indicating that these sentiments are commonly held.

“These findings suggest that people are putting more faith in the past than in the present or future—a not unreasonable response in a time of turmoil and insecurity.”

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And what of those countries whose bleakest point isn’t their economy? The Chinese, Japanese, and Russians returned their lowest scores for lifestyle; respondents in Laos and Cambodia are least proud of the character of their peoples; Singaporeans

are least proud of their country’s creativity and inventiveness (although they still rated that factor quite highly); people in Myanmar are least proud of the role their country plays in the world; and the Germans are least proud of their history.

It’s also worth noting the three countries that chose something other than culture or history as their strongest point of pride:

Singaporeans are most proud of their economic success (71 percent take pride in it).

For Canadians, it’s their values (69 percent).

For Brazilians, it’s the country’s creativity and innovation (49 percent).

Ireland also stood out on this question, with the character of its people tying with culture as the top point of pride (73 percent).

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Monitoring MomentumFor a number of years, Havas has been tracking brands’ momentum on two elements: trust (past actions) and dynamism (future promise). The brands optimally positioned for growth are those that score high in both areas.

Using the same methodology, we are able to track the momentum of each country in our survey. As shown in the chart, a number of Western powers—including the US, the UK, and France—show signs of high trust (vertical axis) and low dynamism (horizontal axis), which suggests their futures may be less robust than their pasts. In contrast, a number of Eastern nations—including China, India, Singapore, and Cambodia—made it into the coveted high-trust, high-dynamism quadrant, reflecting their populations’ pride in their national histories and confidence in their futures.

TRUST (PAST)

DYNAMISM (PRESENT)

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Seeking Fellow Patriots

Given how many people are feeling the pull of patriotism these days, it’s interesting that two-thirds of the global sample are concerned their country as a whole is less patriotic than in the past. And more than 7 in 10 worry about their fellow citizens’ lack of knowledge of their national history. We can also see this concern played out in a question we posed about school curricula. Asked to rate how important it is for schools to teach particular subjects, respondents ranked civics third, slightly higher than technology and well ahead of foreign languages, practical skills, physical education, entrepreneurship, and music and the arts.

Russia is an interesting case because of the different generational perspectives on the role the country plays in the world. Six in 10 Russian millennials are proud of that role, compared with less than half (49 percent) of baby boomers. Millennials are also slightly more likely to be proud of Russia’s history and culture, suggesting a coming resurgence in national pride.

In contrast, millennials in India tend to take less pride in their country than their older counterparts do. Most significantly, 86 percent of Indian boomers take pride in their country’s values, compared with just 72 percent of millennials. And 71 percent of boomers are proud of the role India plays in the world, compared with just 57 percent of millennials. There’s also a difference in how the Indian economy is perceived: It’s a point of pride for 52 percent of boomers but only 41 percent of millennials.

78% 71% 69% 65%

PROSUMERS PROSUMERSMAINSTREAM MAINSTREAM1 8 / 5 3

I’m concerned about my fellow citizens’ lack of knowledge of our country’s history

People in my country are less patriotic than in generations past

(% agreeing strongly/

somewhat)

97%

95%

95%

92%

93%

90%

93%

89%

89%

83%

87%

84%

86%

8 3%

7 7%

7 7%

7 1%

Core subjects

(MATHEMATICS, HISTORY, SCIENCE, ETC.)

Technology Physical education

Health and nutrition

Foreign languages

Entrepreneurship and otherbusiness skills

Civics (THE RIGHTSAND DUTIES OF CITIZENSHIP)

Practical skills (E.G., CAR REPAIR, MONEY MANAGEMENT)

Arts and music

83%

1 9 / 5 3

How important is it for primary and secondary

schools to teach each of these things?

Concerns over ebbing patriotism and historical knowledge are likely tied to globalization and the sense that countries are beginning to lose their distinctiveness now that people around the world are listening to much of the same music, watching many of the same films, eating the same fast food, and buying many of the

same brands. While one might expect this to be more of a concern for older generations, it’s actually the millennials who seem most alarmed by the trend. Nearly 4 in 10 millennials worry about the world’s increasingly homogeneous culture, compared with a third of baby boomers.

(% responding very/somewhat important)

PROSUMERS MAINSTREAM

43%

40%

43%

38%

44%

39%

41%

36%

41%

33%

20 / 5 3

Globalization, with the help of the internet, is diminishing my country’s unique culture

I worry that in the future the world will become one homogeneous culture

There’s another issue at play here, too. While a large majority of people today are proud of their countries—particularly their histories and cultures—relatively few would be willing to put their lives on the line in defense of same. When we asked people what they would be willing to die for, only a third of Prosumers and just over a quarter of mainstream consumers said they’d be willing to die fighting for their country on their own continent. Far fewer would be willing to lay down their lives on another continent. It brings to mind the old slogan from the 1960s: “Suppose they gave a war and nobody came.”

Of the options given, the only thing most people would be willing to die for is protecting the lives of family members. Strangers under attack are out of luck unless they have the good fortune of being in India, the US, the UAE, or Cambodia at the time. People in those countries were about twice as likely as the global average to willingly forfeit their lives in defense of a stranger. As one might expect, there was a wide range of responses to the question of whether one would be willing to die in defense of one’s religion. Fewer than 5 percent would be willing to do so in Germany and Japan, compared with 60 percent in Saudi Arabia and 65 percent in Cambodia.

(% agreeing strongly/somewhat)PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERS

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Which of these would

you be willing to die for?

(Please choose all that apply.)

Protecting my family if it were under attack P: 86 M: 81 ML: 83 X: 83 B: 81

Defending my religion P: 19 M: 17 ML: 17 X: 15 B: 13

Fighting for my country in a war on another continent P: 19 M: 14 ML: 16 X: 13 B: 12

Defending the values I believe in (e.g., freedom, political ideology) P: 30 M: 26 ML: 28 X: 25 B: 26

I would not be willing to die for any of these things P: 9 M: 13 ML: 11 X: 11 B: 15

Defending the life of a stranger under attack P: 20 M: 17 ML: 19 X: 16 B: 17

Fighting for my country in a war on my own continent P: 33 M: 27 ML: 25 X: 27 B: 30

PROSUMERS (P) MAINSTREAM (M) MILLENNIALS (ML) GEN XERS (X) BOOMERS (B)

2 2 / 5 3

For some time now, the world has been experiencing the “great mingle”—a new geographic fluidity that is seeing young people, especially, travel extensively and live abroad for protracted periods. This movement is made possible by more affordable travel options, including Airbnb and other “sharing”

accommodations, and by the new technologies that allow people to work and study from virtually any place in the world. At the same time, our survey is showing a strongly felt pride in country and an embrace of national symbols and traditions. How should brands be responding to these shifts?

For global brands:

Play it more local while also taking advantage of opportunities to smooth over international frictions. During this summer’s Euro 2016 soccer championship in France, McDonald’s showed its support for each team—and for global harmony—by running an ad campaign featuring the flags of competing teams melded together. Netflix has created original programming (television series Marseille) specifically for a French audience. This sort of respect for local culture and sensibilities will help global brands establish loyalty in the myriad nations in which they operate.

For local brands:

It’s a good time to assume pride of origins such as we’re seeing with Rimmel (“Get the London Look”), Air France (“France Is in the Air,” the brand’s new strategic platform focused on fashion, gastronomy, the arts, and other areas of French excellence), and Staropramen beer (“The True Essence of Prague’s Soul”). When the world seems hopelessly homogenized, there’s value in representing a unique provenance.

IMPLICATIONS FOR BRANDS

2. Collaborative Democracy: Finding the Right Balance

2 4 / 5 3

Democracy is

the best form

of government

I’m concerned about

the loss of authority

in my country

Around 508 BCE, Cleisthenes introduced a system of political reforms to ancient Athens that became known as democratia (democracy), meaning “rule by the people.” Millennia later, that system of government is regarded as the best by around two-thirds of global respondents, and yet there’s a twist: Most people want to be governed according to democratic principles, but they also are uncomfortable with what they see as a loss of authority in their countries. This desire for more authority was expressed by a majority in all but 7 of the 37 markets surveyed, most notably in Myanmar (90 percent agreed), Colombia (88 percent), Mexico (87 percent), South Africa (87 percent), Brazil (86 percent), Cambodia (84 percent), and Portugal (80 percent).

In our view, this finding should not be taken to mean that people are looking for authoritarian rulers so much as they’d like to see a return of law and order, respect for elders, and other measures of stability. This was made clear by the responses to a question about whether respondents would prefer a national leader with a clear vision and the will to execute it or one who is collaborative and inclusive and makes decisions based on the popular will. Nearly two-thirds of the global sample opted for the more populist leader, although there were, of course, exceptions. Respondents in three Asian nations—the Philippines, Singapore, and India—came down in favor of a strong-willed leader with a clear vision. Having taken a lesson from its national history, Germany was the country that voted most strongly in favor of collaborative rule, with only 11 percent opting instead for a ruler with a strong vision and the will to push it through.

72%

65%

60%

65%

74%

62%

59%

57%

57%

62%

(% agreeing strongly/somewhat)PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERS

2 5 / 5 3

This global preference for collaborative democratic rule isn’t wholly idealistic; there’s an element of cynicism in it, too. Simply put, we don’t trust many of the people we’ve voted into office. Fully 7 in 10 respondents agreed that it’s difficult for a “clean” politician to be elected today, meaning that most people have to cheat or lie their way into political office. This was a majority-held sentiment in every one of the 37 countries surveyed save Singapore, where 49 percent agreed and 24 disagreed, with 27 percent returning a neutral

response. Respondents in Colombia, Mexico, and Laos were the most cynical on this score, with at least 9 in 10 in each country agreeing that dishonesty is likely the best policy for politicians who want to get ahead.

It seems Cleisthenes was prescient when he established sortition, a system under which citizens are chosen at random to fill positions of power.

Which would you prefer? (Please choose one.)

A national leader with a clear vision and the will to execute it

A national leader who is collaborative and inclusive, and who makes decisions based on the will of the people

36%

37%

37%

39%

38%

64%

63%

63%

61%

62%

PROSUMERS

MAINSTREAM

MILLENNIALS

GEN XERS

BOOMERS

PROSUMERS

MAINSTREAM

MILLENNIALS

GEN XERS

BOOMERS

67%

33%

47%

54%

42%

58%

58%

42%

44%

56%

39%

61%

59%

41%

45%

35%

40%

60%

51%

49%

44%

56%

39%

61%

49%

51%

43%

57%

39%

61%

UK

Which would you prefer? (Please choose one.)

INDIA

ARGENTINA

A national leader with a clear vision and the will to execute it

A national leader who is collaborative and inclusive, and who makes decisions based on the will of the people

AUSTRALIA BRAZIL

RUSSIA LATVIA

PORTUGAL SOUTH AFRICA ESTONIA

SINGAPORE

LITHUANIA JAPAN

COLOMBIA

PHILIPPINES

38%

63%

27%

73%

24%76%

23%77%

22%78%

12%88%

11%89%

5%95%

33%

67%

25%

75%

38%

62%

27%

73%

32%

69%

24%

76%

32%

68%

24%

76%

MEXICO

NETHERLANDS SPAINTURKEY LAOSMYANMAR

CHINA

Which would you prefer? (Please choose one.)

FRANCE

CAMBODIA BELGIUM

A national leader with a clear vision and the will to execute it

IRELAND

A national leader who is collaborative and inclusive, and who makes decisions based on the will of the people

ITALY

GERMANY

CANADA US

CZECH REPUBLIC

PROSUMERS

69%

MAINSTREAM

74%

28 / 5 3

So how do we proceed from here, given that most people favor democratic rule but are suspicious of those who have been elected to office? Some believe technology will permit a more egalitarian form of government, with citizens able to use digital channels to gain access to information and give more direct input. DemocracyOS is a platform developed by a group of activists, entrepreneurs, students, and hackers who gathered in Buenos Aires in 2012 to discuss the role of democracy in the internet era. The group created a free open-source platform through which citizens can access a wide range of information before debating and voting on bills introduced in the Argentine

Congress. That platform has now been expanded to a number of countries and has been used in a variety of ways, from serving as a communications channel between a young Kenyan parliamentarian and his constituents to offering a forum where Tunisians were able to debate their national constitution. Global Citizen is another citizen-based platform, with an emphasis on rallying social action to address global problems. And yet, for all the internet’s promise, we’ve seen its perils, too, with online content often serving to obscure rather than promote the truth, resulting in sensationalism winning out over facts.

It is difficult for a “clean” politician

(one who doesn’t cheat or lie) to get

elected today (% agreeing strongly/somewhat)

29 / 5 3

IMPLICATIONS FOR BRANDSWe know from a number of our earlier Prosumer studies—including 2013’s “Communities and Citizenship”—that people are looking to companies to play a vital role in solving problems, both within local communities and on a global scale. This can extend to a role in promoting good citizenship and civic action. US cable and satellite TV channel MTV has been a vocal player in this arena for a number of years, having promoted voting and youth activism through such vehicles as Choose or Lose, Fight for Your Rights, MTV Act, and Power of 12 , as well as through its ongoing support of Rock the Vote. Starbucks, too, has gotten involved in promoting voter registration through TurboVote, an app and service that registers voters in the US and sends reminders about upcoming local and national elections. And there are plenty of ways for brands to encourage citizens to become more active in creating solutions to local problems. In Brazil, homewares manufacturer Tramontina took an unorthodox approach to introducing the Trotter CD100 lawn mower to the public. Over the course of three weekends, the company invited consumers to try out the mower in poorly maintained parks across the city. The Test Drive for Good campaign resulted in three tons of grass clippings cleared from 10 city parks.

The study also serves as a reminder of what we know well: that honesty and transparency are valuable currencies in an age of cynicism and suspicion. That lesson applies to politicians and brands alike.

“The study also serves as a reminder of

what we know well: that honesty and transparency are valuable currencies in an age of cynicism and suspicion. That lesson applies to politicians and

brands alike.”

3. CCTV and Xenophobia: The Limits of Democracy in Times of Terror

53%

45%

45%

45%

47%

51%

43%

3 1 / 5 3

Sacrificing Personal Liberties on the Altar of SecurityThe increase in terrorist attacks globally has understandably deepened people’s insecurity and fear. In response, many are willing to make trade-offs between traditional freedoms and safety measures. Around the globe, a majority of Prosumers and 45 percent of the mainstream indicated a willingness to give up some rights in order to feel safer.These numbers were highest in Saudi Arabia, Cambodia, the UAE, and India, where overall agreement levels were two-thirds or more. More surprising, we see significant levels of agreement in countries that have historically fought for their personal liberties: Nearly half of respondents in France and the UK (48 percent), as well as 45 percent in the US, indicated a willingness to sacrifice some of their hard-won freedoms. In the former two countries, Prosumers were more likely than the mainstream to agree with this sentiment, which suggests that the trend toward safety over liberty will grow. In the US, the opposite was true—41 percent of Prosumers agreed versus 46 percent of the mainstream—which may indicate that Americans will become somewhat more leery about giving up their rights. This willingness to trade some rights in exchange for greater safety is more prevalent among men (51 percent agreed) than women (43 percent).

I am willing to give up some rights /

personal liberties in order to feel safer

PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERSMEN WOMEN (% agreeing strongly/somewhat)

32 / 5 3

So we know that around half of people would be willing to give up some rights for a stronger sense of security. But which rights? Of seven options offered, mounting cameras in public spaces was the only action that enjoyed near-majority support, earning the approval of 54 percent of Prosumers globally and 48 percent of the mainstream. Living in a digital world may already have begun to inure people to a loss of privacy. We found what came in second place most striking: More than 4 in 10 people globally would support a ban on immigrants coming from countries known to harbor terrorists. In the Czech Republic and Russia, more than 7 in 10 agreed with such a ban, as did more than 6 in 10 in Estonia, Turkey, and Latvia. Despite all the talk from Donald Trump’s campaign about prohibiting Muslims from entering the US, only 35 percent of Americans agreed with the notion that immigrants from certain countries should be banned. That said,

this reflects the position of 43 percent of influential Prosumers in the US versus 34 percent of the mainstream, which may indicate that this view will gain traction in the months ahead. In fact, among US Prosumers, a ban on such immigrants was more popular than any of the other listed options.

Around a third of the sample would be willing to accept a measure some might describe as Orwellian: microchipping people who have been convicted of crimes so they can be tracked. It’s pretty astounding that only four countries—the US, the Netherlands, Singapore, and Laos—had agreement levels below 25 percent on this issue. In these times of fear, what was once a plot element in dystopian fiction is being seen as a plausible solution.

“In these times of fear, what was once a plot element in dystopian fiction is being seen as a plausible solution.”

30%

5%

3 3 / 5 3

Just under a third of the global sample would support jailing people suspected of terrorist intent even if they hadn’t yet committed any crime. There was a fairly significant gender split on this question, with 35 percent of males and just 29 percent of females agreeing. Not surprisingly, this notion was especially appealing in Europe, which has been the scene of so many violent attacks. A majority of Russians (52 percent) agreed with proactive incarceration, as did 48 percent in Turkey, 45 percent in Germany and Belgium, and 40 percent in France. The Asian nations of Cambodia (49 percent), India (46 percent), and Singapore (42 percent) also had higher-than-average levels of support on this question.

There were clear regional divides on the issue of setting up citizen brigades to monitor and report on neighbors’ behaviors. Overall, only 1 in 5 respondents (25 percent of Prosumers vs. 19 percent of the mainstream) voted in favor of this security measure. In the Asia-Pacific region, however, where reporting on the misbehaviors of classmates and neighbors is more commonly accepted (even encouraged), 41 percent of Prosumers and 32 percent of the mainstream supported the creation of citizen brigades. The measure was also relatively popular in Latin America, where 38 percent of Prosumers and a third of mainstream consumers agreed. This compares with just 10 and 13 percent, respectively, in North America.

The softest measure on our list—investing heavily in programs that bring people of different religions and cultures together—received the support of only 3 in 10 respondents worldwide. We can only speculate as to whether this indicates a cynical view that such efforts would come to naught or a disinclination to channel funds away from other needed programs. It’s telling, though, that India—a country with a rich panoply of religions, languages, and subgroups—was most in favor of this measure (with 51 percent agreement), while Japan—a highly homogeneous country—was least in favor (5 percent). It’s also interesting to note that women were somewhat less in favor of this softer solution than men, with agreement levels of 29 percent and 34 percent, respectively.

51%(% agreeing strongly/somewhat)

3 4 / 5 3

Which of these measures would you support to

increase your national security? (Please choose all that apply.)

Mount cameras in public spaces to monitor people’s actions

P: 54 M: 48 ML: 47 X: 46 B: 50

Ban immigrants from countries known to harbor terrorists

P: 44 M: 42 ML: 37 X: 43 B: 47

Microchip all citizens convicted of a crime so they can be monitored/tracked

P: 41 M: 35 ML: 35 X: 35 B: 37

Radically increase the police and military budgets

P: 39 M: 35 ML: 33 X: 35 B: 38

Put suspected terrorists in jail even if they have not yet carried out an attack

P: 36 M: 31 ML: 31 X: 30 B: 34

Invest heavily in programs that bring people of varying religions and cultures together

P: 36 M: 30 ML: 32 X: 30 B: 34

Set up citizen brigades to monitor and report on neighbors’ behaviors

P: 25 M: 19 ML: 20 X: 20 B: 14

I would not support any of these things

P: 10 M: 14 ML: 13 X: 14 B: 12

PROSUMERS (P) MAINSTREAM (M) MILLENNIALS (ML) GEN XERS (X) BOOMERS (B)

35 / 5 3

Governments to the Rescue?In the background of these issues of national security is an essential question: Can my government protect me in times of trouble? Globally, barely half of respondents (52 percent) believe their governments are ready and able to offer adequate protection and care in the case of an emergency, whether it’s a natural disaster, a terrorist attack, or something else. The outliers on this issue were the Asia-Pacific region, where 76 percent of Prosumers and 70 percent of the mainstream have faith in their governments’ ability to care for them, and Latin America, where only around a third of respondents in both subgroups believe their governments would be up to the challenge.

Given the relatively tepid confidence in government, one might expect widespread calls for increased police and military budgets, but that is not in evidence. Globally, only around a third of the sample want to see radical increases in these budgets. Among Prosumers, support is lowest in North America (25 percent) and highest in Asia-Pacific (43 percent) and Western Europe (41 percent).

3 6 / 5 3

IMPLICATIONS FOR BRANDSWhat can brands do to temper the fear that is coloring so many of our views these days? First and foremost, people will be looking for brands to not betray their trust. That means taking every possible measure to protect customers’ personal and financial information. It also means being upfront about everything from security breaches to product contamination and ingredients found to be unsafe. And it means taking advantage of opportunities to demonstrate how a particular company or brand is contributing to national security, whether by bolstering financial markets, championing energy independence, or creating solutions to some other pressing problem.

Brands in certain industries may well face the added challenge of having to choose between protecting the privacy of individuals and protecting national security interests—a decision Apple recently faced in the US when called upon by the FBI to unlock an iPhone after a terrorist attack. Apple’s refusal to cooperate was lauded by some and denounced by others. Was it the correct decision? That’s something brands in technology, data, finance, and other industries should be considering carefully now—before they’re called upon to make the decision under the glare of the media spotlight.

“Brands in certain industries may well face the added challenge of having to choose between protecting the

privacy of individuals and protecting

national security interests.”

4. In Pursuit of Happiness

3 8 / 5 3

In 1972—a time when Hutus were being slaughtered en masse in Burundi, war raged in Vietnam, Northern Ireland was embroiled in the Troubles, and terrorism stained the Summer Olympics in Munich—Jigme Singye Wangchuck, king of Bhutan, raised a seemingly simple question: Why don’t nations measure their prosperity in terms of gross national happiness rather than gross domestic product? In the decades since, Bhutan has worked toward making 100 percent of its citizens “extensively or deeply” happy through a variety of programs and principles focused on the country’s spiritual, physical, social, and environmental health. In 2011, the United Nations followed suit, passing a resolution that placed “happiness” on its global development agenda.

The notion that happiness should be a concern of government is hardly new. Happiness was one of the fundamental values of Enlightenment philosophers in 18th-century Europe, who in turn influenced the founding fathers of the US to declare the “pursuit of happiness” as an inalienable right. What is not clear is precisely what constitutes happiness and what we expect our governments to do to help us achieve it. With this study, we sought to answer these questions.

Healthcare, Education, Defense, and Economic Stability: The Four Pillars of StateTo get a clear sense of what people expect from the state, we asked respondents to indicate how governments should prioritize their spending. The extent to which healthcare has become a major issue across the globe can be seen in the fact that 42 percent of the global sample gave it the #1 ranking. In a separate question, 8 in 10 respondents deemed affordable healthcare an essential human right—just slightly behind the agreement levels for “equality for all people under the law.”

#1 #2 #3 #4 #5

42% 29% 15% 9% 4%

30% 37% 20% 10% 3%

17% 15% 24% 22% 21%

7% 15% 32% 37% 10%

4% 4% 8% 22% 61%

39 / 5 3

How should governments prioritize their spending?

Please rank each of these in order of priority (1 = most important; 5 = least important):

ARTS AND CULTURE

EDUCATION

HEALTHCARE

LOCAL AND NATIONAL DEFENSE (POLICE, MILITARY)

SCIENCE AND TECHNOLOGY

Most respondents feel healthcare and education should be given the highest priority.

Respondents were divided on defense...

...but they seem united on giving arts and culture a low priority.

HEALTHCARE #1

EDUCATION #1

DEFENSE #1

40 / 5 3

In response to the spending priorities question, education came in a distant second (30 percent ranked it #1), followed by local and national defense (17 percent), science and technology (7 percent), and arts and culture (4 percent).

There were distinctions by country, of course. In general, the more developed countries emphasized healthcare over education, whereas emerging markets did the reverse. Among the 17 nations that listed healthcare at #1, the highest agreement levels were in the Netherlands (74 percent ranked it #1), Portugal (65 percent), Canada (64 percent), Italy (62 percent), and the UK (61 percent). Of those nine countries that believe education should be the #1 focus of their governments, particularly high levels of agreement were received from Mexico (63 percent), Colombia (60 percent), Argentina (58 percent), and the Philippines (52 percent).

A half dozen countries—Cambodia, Laos, China, the US, Saudi Arabia, and Singapore—gave the #1 ranking to a strong local and national defense, but no country gave majority support.

Many of these issues are intertwined, of course, as can be seen in the majority agreement (57 percent globally) that increased government spending on education and culture can reduce the costs of policing and prisons. So funding in one area may have a positive impact on another—just as underfunding may have a negative impact on some other area.

61%62%64%65%74%

52%58%60%63%

31% 30%37% 32%

38%

26%

#1 rankings in preferred gov’t spending

38%

41%

45%

Eradicate poverty in the world

Eradicate disease and pain in the world

Increase feelings of community

20%

22%

22%

22%

19%

22%

20%

18%

12%

Increase feelings of individual happiness

41 / 5 3

Although we didn’t include among our response options anything specifically related to the economy, we take it as a given that economic stability is also considered a paramount priority for governments. Bhutan’s King Wangchuck sought to disassociate happiness from material wealth, but our study makes it clear that a decent standard of living underpins life satisfaction for most people. Around a third of the global sample consider employment, affordable housing, and access to wholesome food essential human rights. And when we asked respondents to identify the most important factor in achieving social progress, eradicating poverty emerged as the clear first choice—earning twice as many votes as the next most popular response, eradicating disease and pain. It’s telling that, of the four options offered, increasing feelings of individual happiness was the least popular choice. It seems likely that most people assume that once issues such as poverty, disease, and alienation (lack of community) are addressed, happiness will follow.

China was the standout on this question. In keeping with that nation’s Confucian mentality and emphasis on the now, 41 percent of respondents there indicated that increasing feelings of individual happiness is the surest path to progress. With 27 percent agreement, eradicating disease and pain came in a distant second. The Netherlands also stood out, for its emphasis on community. Forty-four percent of Dutch respondents chose “increase feelings of community,” compared with 29 percent who believe eradicating poverty is the best means to progress.

The best way to achieve social progress would be to: (Please choose one.)

MILLENNIALS GEN XERS BOOMERS

4 2 / 5 3

Which of these do you consider essential human rights? (Please choose all that apply.)

Equality for all people under the law

P: 85 M: 81 ML: 80 X: 82 B: 83

Access to affordable healthcare

P: 82 M: 77 ML: 78 X: 79 B: 80

Employment

P: 71 M: 66 ML: 67 X: 67 B: 66

Access to wholesome food

P: 71 M: 64 ML: 68 X: 63 B: 65

Access to affordable housing

P: 70 M: 65 ML: 68 X: 66 B: 67

Religious/spiritual freedom

P: 65 M: 59 ML: 61 X: 59 B: 59

A satisfying sexual life (regardless of sexual orientation,

physical challenges, etc.)

P: 31 M: 27 ML: 30 X: 27 B: 25

I don’t consider any of these essential human rights

P: 1 M: 2 ML: 2 X: 2 B: 2

PROSUMERS (P) MAINSTREAM (M) MILLENNIALS (ML) GEN XERS (X) BOOMERS (B)

84%

74%

4 3 / 5 3

An Opening for BrandsIt’s clear that people are expecting their governments to take the lead in providing healthcare, education, a strong defense, and a robust economy. That leaves plenty of scope for business and industry to step in and provide for other needs. The funding of scientific and technological advances is one clear entry point. More than 8 in 10 Prosumers and around three-quarters of the

mainstream believe science will make tomorrow’s world better. And that’s not something they plan to leave in the hands of government. Looking again at our spending priorities question, we see that no country named science and technology or arts and culture as their preferred top funding priority for their governments. However, there is far more support for the former: Only 10 percent of the sample placed technology funding in fifth place, compared with 61 percent who gave the lowest ranking to the arts.

Science will

make tomorrow’s

world better

PROSUMERS MAINSTREAM (% agreeing strongly/somewhat)

80%

66%

69%

68%

65%

4 4 / 5 3

Does this mean corporate funding of the arts is money wasted? Quite the contrary. In a separate series of questions, we see broad agreement with the notion that art, literature, and other forms of culture are integral to living a good life. Fully 8 in 10 Prosumers—and two-thirds of the mainstream—believe art and literature are essential to understanding the world we live in. The perceived importance of such culture, combined with the reality that people would prefer government spending to be focused elsewhere, leaves a wide opening for brands to step in and support both the arts and public access to it. Havas Canada

did just that earlier this year when it came up with a plan to capture and share images from Graffiti Alley, one of the most Instagrammed spots in Toronto. The agency teamed with Heritage Toronto to turn the alley into the world’s largest continuous Instagram photo. The project, dubbed “Instatour,” seamlessly stitches together 1,300 distinct images from the cultural landmark, with individual posts revealing facts and secrets about the site. In addition to providing broader access to the famed site, the project preserves images that will inevitably be painted over and adapted as the living mural evolves.

Art and literature are essential to

understanding the world we live in

(% agreeing strongly/somewhat)PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERS

4 5 / 5 3

Happy Is as Happy Does

Being with my family P: 85 M: 79 ML: 79 X: 82 B: 79

Being successful at workP: 62 M: 49 ML: 60 X: 51 B: 33

Spending time with friends P: 65 M: 54 ML: 64 X: 53 B: 54

Experiencing new things P: 59 M: 41 ML: 53 X: 41 B: 35

Being intellectually engaged/always learning P: 58 M: 45 ML: 50 X: 46 B: 48

Having enough money to live as I’d like P: 61 M: 55 ML: 57 X: 55 B: 56

Upholding strong moral values P: 50 M: 42 ML: 41 X: 42 B: 46

Which of these contribute to your sense of happiness? (Please choose all that apply.)

We expect the state to use our tax monies to provide for our health, our education, and our physical and economic security. And we increasingly look to businesses and brands to provide some of the important “extras” that make life better. But these things, even taken together, do not add up to happiness. Other factors that influence happiness are far more individual and tend to fall within three broad categories: meaningful connections, self-optimization, and personal financial security and material comforts.

Being physically fit P: 61 M: 57 ML: 56 X: 56 B: 62

PROSUMERS (P) MAINSTREAM (M) MILLENNIALS (ML) GEN XERS (X) BOOMERS (B)

46 / 5 3

Surrounding myself with items I love

P: 48 M: 41 ML: 46 X: 40 B: 35

Feeling part of a truly important cause

P: 45 M: 31 ML: 36 X: 32 B: 28

Feeling good about how I look

P: 47 M: 37 ML: 49 X: 36 B: 27

Having a satisfying sexual life

P: 41 M: 33 ML: 40 X: 35 B: 27

PROSUMERS (P) MAINSTREAM (M) MILLENNIALS (ML) GEN XERS (X) BOOMERS (B)

Feeling that I belong to a community

P: 37 M: 30 ML: 31 X: 29 B: 31

None of these contributeto my sense of happiness

P: 0 M: 2 ML: 1 X: 1 B: 2

Creating art/music or writing

P: 33 M: 23 ML: 31 X: 22 B: 18

47 / 5 3

Spending time with family is a source of happiness for the vast majority of people, including 85 percent of Prosumers. Agreement levels with this statement were highest in parts of Asia and Latin America, with scores of 90 percent or greater in Cambodia, the Philippines, Laos, Mexico, and Colombia. At the other end of the spectrum are Japan and the Netherlands, where fewer than 60 percent cited time with family as a source of happiness.

A majority also said time with friends contributes to their happiness; this was especially the case among Prosumers (65 percent) and millennials (64 percent). The outliers on that question are Japan and Myanmar, where only 32 percent said spending time with friends makes them happy. For around a third of the global sample—40 percent of millennials versus 27 percent of baby boomers—having a satisfying sex life contributes to happiness.

Human connections aren’t just about time spent one on one. Nearly half of Prosumers (45 percent) and more than a third of millennials (36 percent) derive happiness from feeling connected to an important cause. There were huge variations by country on this question, with agreement levels spanning from 4 percent in Japan to 66 percent in Colombia.

There was also a very large gap on the question of whether feeling like a part of a community contributes to personal happiness: In Cambodia, 84 percent of the sample feel it does, compared with just 7 percent of those in Russia and 8 percent in Japan. The overall low scores on this question (just 31 percent globally) give validity to concerns that modern society is losing its sense of community and sociability.

Meaningful Connections

48 / 5 3

The Greek philosopher Aristotle considered happiness a central purpose of life and said it depends not on government or any other outside entity, but “on ourselves.” In our survey results, we see significant agreement that we each are creators of our own happiness. We see, too, that happiness is dependent on the health of not just our minds, but also our bodies and souls. In fact, of all the options listed, being physically fit garnered the second-highest level of agreement after being with my family. With 62 percent agreement, baby boomers are the generation most likely to appreciate the link between a positive mindset and good health. For nearly 4 in 10 globally—44 percent of women versus 33 percent of men—feeling good about one’s looks also contributes to happiness.

Nearly half the global sample cited being intellectually engaged as a component of happiness, a view shared by 58 percent of Prosumers versus 45 percent of the mainstream. In Cambodia, South Africa, Argentina, and Colombia, more than two-

thirds of the overall samples agreed with this statement. Experiencing new things also contributes to happiness for 59 percent of Prosumers and 41 percent of the mainstream. On this question, the highest level of agreement was seen in Cambodia (95 percent), while the lowest levels were in Myanmar (17 percent) and Japan (26 percent).

There was a significant generation gap on the question of whether creating art/music or writing contributes to happiness, with agreement from 31 percent of millennials globally, compared with just 18 percent of boomers. Italy, birthplace of the Renaissance, returned a paltry score of 14 percent on this question, higher than only the 12 percent agreement level in China. Creativity is more apt to be a source of happiness for Prosumers (33 percent) than for the mainstream (23 percent). Prosumer scores were especially high on this question in Cambodia (74 percent), Colombia (51 percent), and Russia (51 percent).

Self-Optimization

55% 47% 49%

49 / 5 3

While only a quarter of the global sample said their own artistry or writing makes them happy, this doesn’t mean they aren’t able to glean happiness from the creative work of others. In fact, appreciating the artistic and literary output of others is seen as essential to a life well lived. Most Prosumers (55 percent) said it’s not possible for a person to be truly successful if he or she is not cultured. It’s little surprise, then, that 87 percent of Prosumers

globally admire people who read a lot, while 75 percent admire those who know a good deal about the arts and culture. There was a significant gender split on these questions, with 81 percent of women versus just 73 percent of men admiring voracious readers, and 66 percent of women versus 59 percent of men admiring those knowledgeable about culture.

A person who is not cultured will never be truly successful

(% agreeing strongly/somewhat)PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERS

44%47%

87% 75%

75% 59%79% 65%

76% 60%

71% 51%

73% 59%

81% 66%

50 / 5 3

Self-optimization also encompasses ethics and morality. For half of Prosumers and 42 percent of the mainstream, upholding strong moral values is a path to happiness. As would be expected, there were significant differences

between countries on this question, with levels of agreement ranging from just 16 percent in Russia and Myanmar to 60 percent or higher in Cambodia, India, the Philippines, South Africa, Saudi Arabia, the UAE, and Colombia.

I admire people who read a lot I admire people who know everything about the arts and culture

PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERSMEN WOMEN (% agreeing strongly/somewhat)

80% 73% 77% 74% 63% 22% 23% 25% 22% 18%

51 / 5 3

Financial Security and Material Comforts

Over the past decade, we’ve tracked a movement away from mindless spending in favor of more meaningful consumption choices, including participation in the sharing economy. Our 2014 global survey found that a majority of respondents (52 percent) believe they could live happily without most of the items they own. And 46 percent said they prefer to share things rather than own them. Does that mean money doesn’t matter? Far from it. Money—or, more likely, the security and material comforts

it brings—is widely regarded as a key to happiness. Nearly three-quarters of the 2016 global sample believe they’d be happier if they had more money, and a majority count career success and having enough money to live on as contributors to happiness. On each of these measures, Prosumers returned higher agreement levels. We also see that while 23 percent said they’d be happier if they owned fewer things, 42 percent derive happiness from surrounding themselves with items they love.

I would be happier if I had more money I would be happier if I owned fewer things

(% agreeing strongly/somewhat)PROSUMERS MAINSTREAM MILLENNIALS GEN XERS BOOMERS

5 2 / 5 3

In our view, what we’re seeing isn’t a rejection of frugality (our 2014 study found that saving money was the most appealing aspect of the sharing economy for the majority of people) so much as a sign of frustration over too many years of forced austerity, economic insecurity, and mounting debts. It’s hardly a surprise that cash-strapped millennials were the most likely to link a higher income with increased happiness (77 percent vs. 63 percent of boomers).

IMPLICATIONS FOR BRANDSEvery era has its pluses and minuses, but the one in which we’re living seems uniquely fraught with promise and dread. Even as new technologies are creating miracles such as 3D-printed replacement limbs, many of us are living day to day under a cloud of unease and even outright fear. Will our economy implode? Will that man walking into the crowded marketplace explode? Are our governments capable of tackling all thedangers we face, both locally and globally? Will the external sources from which we create our happiness run dry?

We hope that businesses and brands will look to this study for insights into the many ways they can help fulfill today’s great promise while tamping down feelings of uncertainty and anxiety. Whatever your industry, consider how you can make people safer (and feel safer), how you can help them save money and build a more secure future, and how you can create pathways to happiness by facilitating personal relationships, contributing to cultural and creative pursuits, and fostering personal and community health. On both the local and global levels, businesses have an essential role to play in moving the world in a more promising direction.

“It’s hardly a surprise that cash-strapped millennials were the most likely to link a higher income with increased happiness.”

Prosumer Reports is a series of thought leadership publications by Havas—part of a global initiative to share information and insights,

including our own proprietary research, across the Havas network of agencies and client companies. The Havas Worldwide network

is a communications industry leader that delivers integrated solutions to leading brands. Headquartered in New York, the network

brings together 11,000 experts in 75 countries and is the largest unit of the Havas Group. For more information, visit havas.com,

or follow Havas on Twitter (@havas) and Facebook (facebook.com/havas).

mag.havas.com/prosumer-reports/

Follow us on Twitter @prosumer_report

Or contact Matt Weiss,

Global Chief Marketing Officer, Havas,

at matt.weiss@havas.com

FIND OUT MORE ABOUT PROSUMER REPORTS

VOLUME 25 | 2016