Creative Leaders | New Audience, New Approach | Behavior, Consumption, Attitudes

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A NEW FORM OF OPINION LEADERSHIP IS EMERGING

CREATIVE IMPETUS

DRIVE TO EXPERIMENT

CONTINUOUS LEARNING AGILITY & ADAPTABILITY

INTENT ON SOCIAL CHANGE INTERNATIONAL OUTLOOK

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#Creative #Leadership

#Young

#Economy #Philanthropy

#India #Economy

#Movemountains

#Economy #Youth

#Entrepreneurship

Yout #Debates #Economy

#Youth

#Young #Worktogether

#Movemountains

#Influencers #Young

#Entrepreneurs

#Management #Education #Business #Creativity

#Leadership #Innovation

#Management #Education #Business

#School #Changemana

gement

#Design #Technology

#Art

#Entrepreneurs #Economy #Creative

? #Youth

#Initiative #Business

IT’S SPREADING ACROSS THE GLOBE

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THE STUDY’GOAL To map a target group of Creative Leaders in France.

Determine their lifestyle, motivation and brand relationships.

QUANTITATIVE APPROACH An exclusive analysis of the market-research database

2,000 people

15 to 75 y e a r - o l d s

surveyed

A dynamic overview of the next

40YEARS

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QUALITATIVE APPROACH

Eight in-depth interviews were conducted in December 2015 with Creative Leaders from a range of backgrounds:

Nurse School teacher App designer Manager from a leading telecommunications company

Director of a national theatre Head of a service company in the luxury industry Production manager Banking executive

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CREATIVE LEADERS REPRESENT 20% OF THE FRENCH POPULATION

Creative Leaders transcend genres, income groups and levels of education.

They are a little younger and more well-off than the majority

of the French population.

CONTENTS

FROM WORDS TO ACTIONS THE CREATIVE AGE CREATIVITY: THE STUFF NEW

LEADERS ARE MADE OF?

THE CREATIVE AGE

EMBRACING THE UNKNOWN

THE CREATIVE AGE

000

market research, France, 2015 THE CREATIVE AGE

“I can make quick decisions about important changes in my life (e.g. home, work, relationships) when it becomes obvious that such changes are necessary.”

CHANGE AS A WAY OF LIFE


000

market research, France, 2015

THE CRISIS: AN OPPORTUNITY FOR CHANGE

The threat of regression A chance to improve

THE CREATIVE AGE


2011 2015 2011 2015

-10pts +10pts

62% 38% 52% 48%

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RISK-TAKING AS A KEY DRIVER


“The desire to make a life change and

break with the past”

“I like to rock the boat and shake

up social conventions”

THE CREATIVE AGE

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“I want a brand to surprise me”

THE CREATIVE AGE


NOVELTY AS A LOYALTY DRIVER

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LEARNING FROM MISTAKES

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“When you do things, you make mistakes, and when you make mistakes, you learn. When you do a lot, you make a lot of mistakes and ask yourself a lot of questions! But that is also how you get some pleasant surprises.” Jonathan, 35 years old

THE CREATIVE AGE


000 PEOPLE IN SEARCH

OF MEANING

THE CREATIVE AGE

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PEOPLE IN SEARCH OF MEANING

“The world is changing but is also becoming increasingly devoid of meaning”

THE CREATIVE AGE

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“I’m looking for anything that can help me protect

the environment (products, practices,

etc.)”

“Online collaborative

platforms serve the public interest”


THE CREATIVE AGE

FINDING PURPOSE IN INDIVIDUAL PURSUITS

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A WILLINGNESS TO GET INVOLVED

“I want to get more involved to make my neighbourhood and community a better

place”


THE CREATIVE AGE

OPEN-MINDEDNESS

THE CREATIVE AGE

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“French people can learn a lot from other countries, cultures and

lifestyles”

OPEN-MINDEDNESS

“A single-parent family is a family like any other”

THE CREATIVE AGE

FROM WORDS TO ACTIONS

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“I FEEL SPECIAL” “I AM ALWAYS LOOKING FOR SOMETHING NEW” “I AM LOOKING FOR NEW EXPERIENCES” “I AM AN AGENT FOR CHANGE”

Buying personalised products, distinctive brands and status symbols Adopting new consumer practices and tech products, and constantly reassessing brands Co-creation, impulse buys Influence in terms of consumer choice

“I FEEL SPECIAL”

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THE SEARCH FOR DISTINCTIVE BRANDS

“I have often chosen not to buy certain products or brands because they were too common”

29% 48%

CREATIVE LEADERS FRANCE


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PERSONALISATION: A NEW STATUS SYMBOL

“When I buy something, I like to personalise it”

26% 47%



“I AM ALWAYS LOOKING FOR SOMETHING NEW”

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THE PLEASURE OF PIONEERING

“I often pre-order a new product to make sure I get it as soon as it hits the market”

5% 14%



“I AM LOOKING FOR NEW EXPERIENCES”

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RETHINKING THE RELATIONSHIP WITH SERVICES AND BRANDS

“I could definitely see myself opening a bank account with a company like Google and Amazon

if they decided to offer such services”

14% 31%



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SEEKING CO-CREATION WITH BRANDS

“I would like my favourite brands to let me play an active part in their new-product plans”

25% 46%



“I AM AN AGENT FOR CHANGE”

Ad campaign for « Brooklyn Industries »


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NATURAL OPINION LEADERS

“A soon as I have a good experience with a product or service, I

recommend it to those around me”

64%

76% CREATIVE LEADERS

FRANCE

“People often ask me for advice on issues like fashion, brands and new products”


46% CREATIVE LEADERS

23% FRANCE


CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?

000 A TREND THAT IS SET TO SNOWBALL

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Key skills to succeed in the future, according to French people:

Speaking several languages

Being able to successfully adapt

FRENCH PEOPLE ALREADY ACKNOWLEDGE CREATIVITY AS A SKILL

Knowing how to work as part of team

Being creative and having ideas

Being able to decide and act quickly

69%

52%

45%

45%

40%


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6-12 months* The lifecycle of high-tech products

22* The number of jobs that today’s American students will have during their lifetime

2 billion** The number of active social-media users worldwide

Sources: *“Creative leadership: its meaning and value for science, technology and innovation”, International Center for Studies in Creativity, Buffalo State

University of New York **We are social Singapore, 2015


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“I am very confident in my ability to be creative and

use my imagination”

FRENCH PEOPLE ARE INCREASINGLY CONFIDENT IN THEIR CREATIVE CAPABILITIES


THANK YOU!

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Creative Leaders | New Audience, New Approach | Behavior, Consumption, Attitudes