The Rise of Consumers as Creative dreamersMeabh Quoirin | Managing Director

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Motivation 1: Deal better Co-create = a basic exchange for a better life.

Concierge Living.

Curation.

14% have contributed ideas for the creation of a brand’s NPD, advertising or

marketing campaign

65% willing to receive

advertising in exchange for free

products or services

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Real-time relations

Add in unilever vip system. Vouchers in exchange for reviews. Best customers selected to co-create.

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Curate, collaborate, co-create

Source: European Social Survey/nVision | Base: 2,000 face-to-face respondents aged 15+, UK, 2011

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Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012

The People

Experts’ review online

FamilyIndividuals’

reviews onlineFriends

Contacts on social networks

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Consumers and experts work together

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Motivation 2: All about me

Source: nVision Research | Base: 1,000 face-to-face respondents aged 16+, GB

Standing up, standing out.

Life is a performance.

Storytelling.

I feel the need be more creative

2011 - 61%

I feel the need to be different from others

2011 - 39%

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Performative leisure

Source: nVision Research | Base: 1,966 online respondents aged 16+ who belong to loyalty card schemes, GB, 2011

Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012

Source: nVision Research | Base: 5,000 online respondents aged 16+, GB, 2012

Gen Y Total

Like friends to notice my clothes 41% 24%

I update my profile at least 2/3 times

a week Total - 42%

16-24s – 54%

I have posted an update while at a

live eventTotal – 40% 16-24s – 54%

81% are interested in

doing this in the future

“I have set up restrictions to limit who can see my

profile page”

Total - 63%16-24s - 70%

1010

Source: nVision Research | Base: 2,000 online respondents aged 16+, GB, 2012

“Thinking about your friends, family and contacts on your social networks, please select all the types of information it is important for you that these people take note of. My taste in film/music”

“I like it when others acknowledge my posts/

photos/comments on social networking sites”

60% GB social networkers

The importance of recognition : share to live

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Distance matters

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Storytelling

“They want to have an impact on society and be someone that

could potentially speak at a TED talk.”

USA trendspotter

“For sale: baby shoes, never

worn”Ernest Hemingway

“For sale: baby shoes, never

worn”Ernest Hemingway

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Red chair moments

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Native Marketing. Look who’s talking.

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Motivation 3: Native pursuits

Source: DMA/Future Foundation/nVision Research | Base: 680 online respondents aged 18+ who use social networking, UK, 2012

Social weaving.

Collaborative marketing. Leisure activities

indicate who I am as a person”

45%

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Layers of leisurely capital

1 in 3of those who

strongly agree with “leisure activities

indicate who I am as a person” update their SN at least

once a day

1 in 3of those who

strongly agree with “leisure activities

indicate who I am as a person” update their SN at least

once a day

35%of those who

agree with “leisure activities indicate

who I am as a person” update their SN sites 2-3 times a

week

35%of those who

agree with “leisure activities indicate

who I am as a person” update their SN sites 2-3 times a

week

Several times a day

Every or nearly every day

2 or 3 times a week

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Collaborative 2013

Brand capital

Creative’s sake

Social capital

Social networking

Second nature

Native is not…

Native is

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2/3 of social interaction

now comes via mobile

Camelbak

Camelbak recruited 26k

fans via mobile Aug-Oct 2012

440 in 2011134K in 2012