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The Shifting Landscape of Consumer Values and Implications for your Brand's Future
A NEW YORK TIMES
BESTSELLER

The Athena Doctrine:
Leadership for a Sustainable World

CHIP WALKER
cwalker@bavconsulting.com
THE WORLD’S MOST EXTENSIVE STUDY OF
CONSUMERISM: BRAND ASSET VALUATOR®
WORLD’S LARGEST
DATABASE OF BRANDS
ACADEMIC REVIEWED

800,000 CUSTOMER
ATTITUDES,
PERCEPTIONS AND
VALUES

17 ANNUAL STUDIES
COMPRISING 78% GLOBAL 50,000 BRANDS275
GDP
STUDIES IN 51
COUNTRIES

QUARTERLY U.S.
PANEL OF 17,000
RESPONDENTS$ 130
MILLON
INVESTED WITH DATA
BACK TO 1993

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
We are moving from mindless to
mindful consumption

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
The spend shift throughout the world

Source: BrandAsset ® Valuator’ international values segmentation
— 4-C’s (Cross-Cultural-Consumer-Characterization)

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
A growing trend toward ‘cooperative consumerism’

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
People are ‘voting’ their values
through their consumerism

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
New priorities in expectations for companies and brands

, 2011

Source: BrandAsset Valuator, 2011

, 2011

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
There are fewer companies people trust today

THE ECONOMIC TORNADO HAS REDUCED
TRUST IN BRANDS
Source: USA BAV All Adults (Trustworthy brands defined as those with greater than 20% attribution)

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
SPEND SHIFT No. 1
The Rise of Feminine Values

EMPATHY

10

RESILIENCY

RESPECT

Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
The Shifting Landscape of Consumer Values and Implications for your Brand's Future
ÖRN BáRðUR JóNSSON
CONSTITUTIONAL COMMITTEE
MEMBER
REYKJAVIK

12

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
EMILY BOLTON
CO-FOUNDER:
SOCIAL FINANCE
LONDON

13

Copyright 2013, John Gerzema BAV Consulting, a WPP Co. @Johngerzema
GRANNY HOLLY
PARTNER:
GRANNIES, INC.
BANBURY, U.K.

14

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting | WPP PLC
SPEND SHIFT No. 2
“Don’t Fence Me In”

RETOOLING

16

EDUCATION

BETTERMENT

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
People are more self-reliant and resourceful

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
MIRIAM RODRIGUEZ
LIBRARIAN:
PUBLIC LIBRARY
DALLAS

18

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
TIM KUNDE
FOUNDER
FRIENDSURANCE
BERLIN

19

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
SPEND SHIFT No. 3
“The Badge of Awesomeness”

NIMBLENESS

22

ADAPTABILITY

THRIFT

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Fixed costs and overhead are ‘the enemy’

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
MAURA MCCARTHY
CO-FOUNDER:
BLU HOMES
WALTHAM, MA

24

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
MARIA DAMANKI
EUROPEAN
COMMISSIONER
MARITIME AFFAIRS AND
FISHERIES
BRUSSELS

25

Copyright 2013, John Gerzema BAV Consulting, a WPP Co. @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
POST-USE PACKAGING

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
SPEND SHIFT No. 4
“An Army of Davids”

COMMUNITY

28

COOPERATION

AMPLIFICATION

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
A growing trend toward ‘cooperative consumerism’

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
IJAD MADISCH
CEO/CO-FOUNDER
RESEARCHGATE
BERLIN

30

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
NING LI
CO-FOUNDER:
MADE.COM
LONDON

31

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
there are no longer consumers, only customers

33

Photo from Thomas Hawk

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
companies today must deliver value and values

34

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
with feminine values on the rise…
capitalism is about better, instead of more.

35
39

32

Copyright 2012, John Gerzema | BAV Consulting |WPP PLC | @Johngerzema
Copyright John Gerzema/Young & Rubicam
CWALKER@BAVCONSULTING.COM
The Shifting Landscape of Consumer Values and Implications for your Brand's Future

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