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COMMUNITIES & CITIZENSHIP:

Redesigned for a New World


LIKE THE BODY THAT IS MADE UP OF DIFFERENT LIMBS AND ORGANS, ALL MORAL
CREATURES MUST DEPEND ON EACH OTHER TO EXIST. — HINDU PROVERB

Havas Worldwide’s newest global study uncovers a move away from


traditional political activity in favor of social change driven by
governments, citizen-consumers, and corporations working together.

WHO NEEDS POLITICS?


We No Longer Trust Our Political
Leaders to Do Their Jobs:

Indicate the degree to which you have


faith in the following institutions:
FEW ER TH A N 4 I N 10
(Showing moderate/a lot of faith) H AVE EVEN MO D ER A T E FA I TH I N
Prosumers Mainstream T H E I R N ATI O NAL G O VER NMENTS

nonprofit organizations/ngo’s news media organized religion my local government my national government

69% 59% 56% 51% 49%45% 43% 42% 40% 39%

64
Prosumers Mainstream

% “A person who
recycles regularly
but never votes is 61
a better citizen
than a person
45

54
who votes in

%
every election but
doesn’t make an
effort to reduce
his/her waste” “I have more influence as a
consumer than as a voter”
(Showing % agreeing strongly/somewhat)

And we think good citizenship is tied more


to personal responsibility and mindful
72
67
consumption than to political activity:
Which three of these factors do you think are
54 53
most important in determining whether
someone is a “good citizen”?

40
35

28 29 29 29
26
28
26
24

10 10
6
3

lly t le & e rs e or s
en ib er al ns ar es e or s at s /
ica bly c i s c h te /
nd se
d
- ue d e
h i
uffi
n m lo o
n ecti rs x n
-to iss an aus
et ons po su i f ai of ta lu e a l cau e c
s
e p lf-s s
re con s l
te al e ys Vo tim cia
p
s u tan
t
tim ical
av res se a o Pa s y r s
e t
h Is Is V on te o so ta po at poli
Be & ti a
n t S n
na Do ney im Do y to
o n
o e
m on
m

Prosumers Mainstream

THE NEW DRIVERS OF CHANGE


1 We the (Socially Connected) People
Social media forges new communities
62
41 54 and empowers us to drive change.
41
24
57 49
36 35 20

“Social media has made me


more politically aware/active”

33 33 35 34 “Social media has made me


31 more influential/powerful”

“I use social media to change


the world for the better”

Please rate your agreement or disagreement with the following statements.


(Showing % agreeing strongly/somewhat)

PROSUMERS MAINSTREAM AGE 18–34 AGE 35–54 AGE 55+

“Social media gives ordinary people an extraordinary


ability to influence others and create change”

66 %
(Showing % agreeing strongly/somewhat)

prosumers africa

latin america

asia-pacific
age 18-34 middle east

45 %
age 35-54
mainstream north america

age 55+ europe

“I have more in common with


people in my social networks
than I do with my neighbors”

Prosumers Mainstream 78 55 66 58 44 80 68 45 73 65 54

2 Business with a Purpose


Business used to be about one thing: maximizing
profits. Now, as corporations have grown in size
and power, people are expecting—indeed,
demanding—more from them. They want big
business in general, and their brand partners in ProsumerS
particular, to play a role in driving change and to
Mainstream
work toward the greater good rather than acting
solely on the basis of their own selfish agendas.

(Showing % agreeing strongly/somewhat)

83 70 80 65 80 67 67 55 86 73 72 57
A B C D E F
A. The more powerful corporations B. Businesses bear as much C. Businesses have a responsibility
become, the more obligated they responsibility as governments for to make the world a better place
are to behave ethically and with driving positive social change
the public interest in mind

D. When it comes to combating E. Corporations and governments F. Corporations are going to play an
climate change, corporations should work together to make the increasingly vital role in addressing
have a lot more power than world a better place the world's major problems
governments do

UNPRECEDENTED OPPORTUNITY
FOR BUSINESSES AND BRANDS
A few tips gleaned from our survey findings:

Go Local:

More than three-quarters of Find the Right Partner(s):


Prosumers and a majority of the
mainstream would like their
favorite companies and brands As businesses tackle complex
to play a bigger role in their social challenges once relegated to
local communities. government, forming partnerships
with governmental organizations,
NGOs, and others can speed
progress and stakeholder buy-in.

Make It Easy to Do Good:

From TOMS Shoes to SwipeGood,


smart companies are helping
people feel good about their
consumption choices.
Help Bridge the Gap:

The growing chasm between rich


and poor is becoming a major
global issue. Helping to address
this inequity will be a bigger focus
for companies going forward.

Sow the Seeds of Social:

In whatever way a brand chooses to


address social ills, the impact will be
exponentially magnified by letting
citizen-consumers take part and
spread the word through social media.

SOU RCE : PR O SUMER RE P O RT .


BASE D ON A SU MM ER 2 012 SURVEY OF 1 0 , 2 1 9 ADULTS
IN 31 COU NTRIE S. ALL DATA SHOWN IS GLOBAL.
RE AD MORE AT H AVASWORLDWIDE.COM/ PROSUMER- REPO R T
FOLLOW U S ON TWIT TER @PROSUMER_ REPORT