IKEA, H&M, and Virgin: Where does collaborative consumption leave your brand?

As our consumption based-economy enters its seventh decade it’s showing signs of severe strain. Australians aren’t getting the pleasure hits they once did from shopping. Instead of excitement, they feel anxiety over unpaid bills. The instant gratification of a glittery find is being outweighed by worrying about the effects our consumption is having on the planet. And many Australians feel constrained by all the “things” they have amassed—purchases that are physically filling their (increasingly large) homes and psychologically weighing them down.

Related topics:

The New Consumer and the Sharing Economy
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Havas Village contributes to community through Sow Good Project

In light of Mandela Day, the South African Havas staff will be contributing 67 minutes each to the creation of a vegetable garden on the agency’s Bryanston-based property, which will be named the Havas Sow Good Project. “We will not only create and plant the garden, but will also be responsible for the maintenance. Once they have been harvested, the fresh vegetables will be donated to the surrounding communities. This was an idea brought forward by our staff, which the management team are in full support of,” explains Havas Worldwide Johannesburg Group Managing Director Ursula McAlpine. She further states that this project is a demonstration of the willingness of the agency to get involved and make a positive contribution to the community in which it operates.

Related topics:

Communities and Citizenship, The New Consumer and the Sharing Economy
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Why People Rule the World in 2014

“For the first time in a long time, people are running the world.” That ad-campaign concept brief recently came over my email transom at Havas PR North America, where I’m CEO, and got me thinking. This isn’t a post to plug my colleagues at Havas, or their client PayPal, for which they had created this concept. Although I’m proud of the brains at my sister agency, I’m sharing it because I think they homed in on a truth that’s much bigger than one project, one client, or one communications company. They identified and encapsulated a major trend that’s behind many of the smaller trends I’ve been looking at, like über-empowered consumers and the end of gatekeeper culture: People are ruling the world.

Related topics:

Communities and Citizenship, Digital and the New Consumer
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CEOs and Consumers Disconnected on Sustainable Products and Services, Says Accenture, Havas Media report

Only a third of consumers regularly consider sustainability in their purchasing decisions, according to a global study by Accenture and Havas Media RE:PURPOSE, which reveals the reasons for the disconnect between business and consumer expectations of sustainable products and services. The report, “From Marketing to Mattering,” is based on a survey of 30,000 consumers in 20 countries. The study was commissioned in response and as a companion to the UN Global Compact-Accenture CEO Study on Sustainability, published in 2013, in which two-thirds of CEOs admitted that business is not doing enough to address sustainability challenges, similar to the 73 percent of consumers in the latest research that say businesses are failing to take care of the planet and society.

Related topics:

Brand Leadership, Brand Relevance, Communities and Citizenship, New Consumer
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