1 © GfK 2014

“CURIOSITY, AUTHENTICITY & HONESTY AND

MANAGING THE MORE/LESS PARADOX”

Customers Exposed, MRS London October 2014

2 © GfK 2014

RR®W Markets

3 © GfK 2014

Customers Exposed #1

© Spencer Tunick

“There will only ever be

24 hours in one day”

4 © GfK 2014

Customers Exposed #2

© Spencer Tunick

“One t*t and one

testicle…”

5 © GfK 2014

Customers Exposed #3

© Spencer Tunick

“We will all need to

achieve more with less…”

6 © GfK 2014

More/Less Paradox

More Less

People Resource

Urban Rural

Distractions Time

Data Clarity

Complexity Simplicity

Choice Curation

Disruption Stability

Noise Quiet

Demands Money

7 © GfK 2014

Global Trends

8 © GfK 2014

Global Trends

12 Global Trends that

represent genuine, long-term

shifts in the attitudes and

behaviours that shape

consumers’ needs now and

next.

9 © GfK 2014

Experience

10 © GfK 2014

Kirin Ichiban

Japanese brewer Kirin’s new Ichiban Shibori Frozen Draft is served with a layer of frozen foam on top to

help keep it frosty cold. Kirin creates its frozen beer foam by blowing air into beer as it is stirred and chilled

to a -5 degrees Celsius. The resulting foam can reportedly keep the drink chilled for a full 30 minutes.

11 © GfK 2014

Streamlined

12 © GfK 2014

Hellmann’s

In Brazil, Hellmann’s Recipe Receipt campaign began with the installation of custom software on cash

registers at a major supermarket chain. Then, when a shopper checked out with a jar of Hellmann’s in their

basket, the cash register could recognize that and generate a custom recipe based on Hellmann’s and the

other ingredients that were purchased and then printed on receipt. In the first month of the campaign alone,

sales reportedly increased 44%.

13 © GfK 2014

Considered Consumption

14 © GfK 2014

John West

“Old Sam invites viewers to discover the story behind cans of John West tuna by inputting the

codes on the top of cans into the John West website to discover where the tuna was caught,

and the name of the boat it was caught on.”

15 © GfK 2014

Redefining Value

16 © GfK 2014

Sainsbury’s

“Same price, different values. Now that most of the big supermarkets claim to be matching prices, you might

be forgiven for thinking there's no real difference between them. But take the two loose bananas above.

One’s from Sainsbury’s. It’s Fairtrade – which means a fair deal for the producers, irrespective of market

forces. The other’s from Tesco’s. It isn’t. They cost exactly the same. But that’s where the similarity ends.”

17 © GfK 2014

Personal Values

18 © GfK 2014

Personal Values

© Spencer Tunnick

“Personal Values are the

guiding principles by which we

live our life, they are a central

component of who we are and

what we need, do and feel.”

19 © GfK 2014

Why values?

1. Personal Values are the foundations of our attitudes,

motivations and behaviours

2. Values vary between and within cultures – people and

societies are different and therefore have different needs

3. Changing Values inform and shape future trends in

behaviour – important in understanding consumers now and

in the future

20 © GfK 2014

Ranked Values

1 Protecting the family 19 37

2 Honesty 20 38

3 Stable personal relationships 21 Curiosity 39

4 Self-reliance 22 40

5 Authenticity 23 41

6 Freedom 24 42

7 Material Security 25 43

8 Friendship 26 44

9 Enjoying life 27 45

10 Duty 28 46

11 29 47

12 30 48

13 31 49

14 32 50

15 33 51

16 34 52

17 35 53

18 36 Retribution 54

21 © GfK 2014

Global Values Map, 4 Distinct Corners

Pleasure People

Power Tradition

Thrift

Sex

Modesty

Working hard

Pleasure Retribution Nature

Cultural purity

Simplicity

Knowledge

Self interest

Adventure

Curiosity

Fulfilling work Material security

Duty Individuality

Excitement Being youthful

Tradition

Preserving

environment

Self reliance Freedom

Traditional gender roles

Enduring love

Authenticity

Social tolerance

Enjoying life

Beauty

Honesty Open minded

Soc resp

Health and fit

Learning

Ambition

Power

Friendship

Having fun

Family

Social stability

A varied life Equality

Wisdom Romance

Wealth

Internationalism Respecting ancestors

Faith

Creativity

Status

Stable personal relationships

Helpfulness

Looking good

Leisure

22 © GfK 2014

Global Values Map, 7 Values Types

Thrift

Sex

Modesty

Working hard

Pleasure Retribution Nature

Cultural purity

Simplicity

Knowledge

Self interest

Adventure

Curiosity

Fulfilling work Material security

Duty Individuality

Excitement Being youthful

Tradition

Preserving

environment

Self reliance Freedom

Traditional gender roles

Enduring love

Authenticity

Social tolerance

Enjoying life

Beauty

Honesty Open minded

Soc resp

Health and fit

Learning

Ambition

Power

Friendship

Having fun

Family

Social stability

A varied life Equality

Wisdom Romance

Wealth

Internationalism Respecting ancestors

Faith

Creativity

Status

Stable personal relationships

Helpfulness

Looking good

Leisure

23 © GfK 2014

Values Evolution

24 © GfK 2014

South Korea

2000 2005 2010 2013

2020

Dramatic Shifts in Values Type Orientation

Pleasure People

Power Tradition

Pleasure People

Power Tradition

Pleasure People

Power Tradition

Pleasure People

Power Tradition

Pleasure People

Power Tradition

PLEASURE PEOPLE

POWER TRADITION

PLEASURE PEOPLE

POWER TRADITION

PLEASURE PEOPLE

POWER TRADITION

2007 2013

Traditionalists

Survivors

Socialrationals

Self-Directeds

Nurturers

Hedonists

Achievers

25 © GfK 2014

Ind

ia

Ch

ina

Ru

ssia

Ja

pan

Fra

nce

Ge

rma

ny

US

A

Au

str

alia UK

Bra

zil

Sp

ain

Ita

ly

Arg

entin

a

Ca

na

da

Sw

ed

en

Achievers Hedonists Nurturers Self-directeds Socialrationals Survivors Traditionalists

% distribution of 15+ by Values type, by country, ranked by Achievers

ValueTypes

26 © GfK 2014

Shifts

% distribution of global consumers 15+ by Values Types

+4

27 © GfK 2014

Positioning

‘Go your own way’

‘Don’t follow the herd’

‘Be your own person’

‘Fair Trade, Ethically Sourced’

‘Responsible Choices’

‘Quality = Value’

28 © GfK 2014

Future Brands

1 | Help customers do more with less

2 | Be aware of the evolving values horizon

3 | Align brand values to my Personal Values

29 © GfK 2014

Contact

Joe Staton

Director & General Manager | Market Opportunities & Innovation

GfK | Ludgate House, 245 Blackfriars Road, London, SE1 9UL UK

joseph.staton@gfk.com M +44(0)7909 856766 | T +44(0)20 7890 9092

www.gfk.com | blog.gfk.com | @GfK_en

LinkedIn: http://www.linkedin.com/pub/joseph-staton/6/aab/490

30 © GfK 2014

“CURIOSITY, AUTHENTICITY & HONESTY AND

MANAGING THE MORE/LESS PARADOX”

Customers Exposed, MRS London October 2014

I