THE DEATH OF OWNERSHIP?

ALISON CAMPS, DEPUTY CHAIRMANALISON CAMPS, DEPUTY CHAIRMAN

THE SECOND WAVE OF DIGITAL

TODAY, CONSUMERS DO THINGS AS THE NORM THAT SIMPLY WERENT POSSIBLE A FEW YEARS AGO.

THE ABILITY TO CUT THROUGH NOISE AND FOCUS ON WHAT MATTERS IS A PRE-REQUISITE FOR COMMERCIAL SUCCESS.

THE IMPACT OF DIGITALS SECOND WAVE ISRE-DEFINING WHAT CLIENTS NEED FROM RESEARCH.

A TIPPING POINT

IN 2007, JUST 8 YEARS AGO, APPLE LAUNCHED THE FIRST iPHONE. WE'RE NOW BUYING THE iPHONE 6.

IN THE UK.BROADBAND PENETRATION WAS 50%.ITS NOW C. 80%.

THINGS ARE MOVING FASTER THAN MOST OF US REALISE,LET ALONE CAN KEEP UP WITH.

GLOBALLY.FACEBOOK HIT 50M USERS A MONTH.ITS NOW A BILLION A DAY.

LONG LIVE OWNERSHIP

THREE QUARTERS OF US HAVE NOT EVEN HEARD OF THE SHARING ECONOMY. YOUGOV RESEARCH 2014

BUT OWNERSHIP IS INCREASINGLY HARD IN CERTAIN CATEGORIES.

40% OF LONDONERS DONT OWN A CAR.

TWO THIRDS OF RENTERSWOULD PREFER TO BUY.

MOST OF US ARE FAR LESS INCLINED TO SHARE WHAT BELONGS TO USTHAN TO USE WHAT BELONGS TO OTHERS.

SHOW ME THE WAY TO AMARILLO

IN THE USA SHARING IS MORE THAN A BLIP ON THE HORIZON.THE UK IS 10 YEARS BEHIND THE CURVE. SHARING ECONOMY UK

PARTICIPATION IS DRIVEN MORE BY CURIOSITY THAN COMMITMENT BUT COMMUNITY, CONVENIENCE AND COST BENEFITS APPEAL.

CONSUMERS ALSO TALK ABOUT THE 'FUN FACTOR' OF SHARING MISSING IN MANY OF THEIR DAY-TO-DAY TRANSACTIONS.

WINNING IN THE NEW

ENGAGEMENT ECONOMY

CANNY PROVIDERS ARE LOOKING AT WHAT IS HAPPENING IN THE MARGINS.

THEY ARE CHALLENGING HOW THEY ORGANISETO KEEP WHAT THEY DO FRESH AND RELEVANT.

THEY ARE RETHINKING HOW THEY THINK ABOUT, TALK AND DELIVER TO CUSTOMERS.

FIVE SIGNALS TO SEPARATEFROM THE NOISE

THE RESOURCEFUL CONSUMER

THE RECLAIMING OF COMMUNITY

THE NEW RELATIONSHIP ORDER

THE RULE OF SMALL

THE REPOSSESSION OF POLITICS

THE RESOURCEFUL CONSUMER

IN SOME PLACES, THE IDEA OFACCESS TO RESOURCES IS STARTING TO NORMALISE.

BRANDS NEED TO DO THREE THINGS.DIFFERENTIATE. JUSTIFY. DELIVER.

TWO DYNAMICS ARE DRIVING THIS.

A GROWING PREMIUMON CONVENIENCE.

THE DEMOCRATISATIONOF GOOD VALUE.

THE RECLAIMING OF COMMUNITY

OUR IDENTITY IS SHIFTING.BUT OUR NEED TO IDENTIFY REMAINS.

BRANDS NEED TO THINK ABOUT HOW THEY ENABLE A NEW KIND OF ENGAGEMENT.

CONSUMERS DONT WANT TO BE SPECTATORS ANY MORE.

THE NEW RELATIONSHIP ORDER

MOST MARKETS ARE SATURATED.POWER HAS SHIFTED FROM THE SUPPLY TO DEMAND SIDE.

BRANDS NEED TO UNDERSTAND WHERE THEY FITHOW THEY COMPLEMENT, AS WELL AS COMPETE.

WE LIVE IN A WORLD OF AND, NOT OR.

THE RULE OF SMALL

THE NUMBER OF SMALL BUSINESSES IS EXPLODING.

SMALL IS ASPIRATIONAL.IT HAS A STORY TO TELL.

EVERYTHING IS FASTER, LESS PERMANENT, MORE FLUID.FAILURE IS MORE ACCEPTABLE THAN IT USED TO BE.

THE REPOSSESSION OF POLITICS

CHANGE IS AFOOT.

THERE IS A DESIRE FOR GREATER MEANING, INTEGRITY, CHOICE, CONTROL.PEOPLE ARE RECLAIMING THEIR VOICE.

WE ARE BECOMING LESS PASSIVE.

YOU DONT OWN ME.

SHARING IS A SIGN NOT A SEA CHANGETHE NAME OF THE GAME IS ENGAGEMENT.

ITS ABOUT COLLABORATON, NOT COMPETITION.ON THEIR TERMS, NOT YOURS.

ITS NO LONGER ABOUT REWARDING LOYALTY.ITS ABOUT CREATING EMOTIONAL INCENTIVES.

ENGAGE ME!

THE DEATH OF OWNERSHIP?