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Communities and Citizenship Redesigned for a New World

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: FEWER THAN 4 IN 10 Showing moderate/a tor ot faithi HAVE EVEN MODERATE FAITH IN PROSUMERS MAINSTREAM THEIR NATIONAL GOVERNMENTS NONPROFIT ORGANIZATIONS/NGO'S NEWS MEDIA ORGANIZED RELIGION 69% 59% 56% 51% 49%45% MY LOCAL COVERNMENT MY NATIONAL GOVERNMENT 43% 42% 40%39% 64% 54% PROSUMERS MAINSTREAM A person who recycles regularly but never votes is a better citizen than a person 61 45 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 Xagreeng strongiyisomewhar And we think good citizenship is tied more to personal responsibility and mindful consumption than to political activity: Which three of these factors do you think are most important in determining whether someone is a "good citizen*? 40 28 124 10 10 6 en local b tions share tares ethicaliy Donates Tu causes iunert an ame andior natesical cau3 ie tesne tesponsible la selt-sutticient andfor fation national Vohunteers Dutnudate Votes in up-to-dste money sorer ta Thoney PROSUMERS I MAINSTREAM THE NEW DRIVERS OF CHANGE We the (Socially Connected) People 62 54 Social media forges new communities 41 41 24 and empowers us to drive change. 57 36 49 35 "Social media has made me more politicaly aware/active" 33 33 35 34 31 "Sociai media has made me more influential/powertul" "I use social media to change the world for the better" Please rate your agreement or disagreement with the following statements. (Shawing % agreeng strangiy/somewhuri I PROSUMERS I MAINSTRE AM I AGE 18-34 I AGE 35-54 I ABE 55- "Social media gives ordinary people an extraordinary ability to influence others and create change" 66% 45% Showng % agreeng strangly/somewhat prosumers latin america north america age 55. urope "I have more in common with people in my social networks than I do with my neighbors" PROSUMERS MAINSTREAM 78 55 80 45 73 65 54 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 particular, to play a role in driving change and to PROSUMERS work toward the greater good rather than acting solely on the basis of their own selfish agendas. MANSTREAM (Showing agreeing strongy/somewhat 83 70 80 65 80 67 67 55 86 73 72 57 A. The more powerful corporations B. Businesses bear as much became, the more obligated they C. Businesses have a responsıbility are to behave ethicaly and with responsibility as governments for to make the world a better place the public interest in mind driving positive social change D. When it comes to combating E. Corporations and governments climate change, corporations should work together to make the F. Corporations are going to play an have a lot more power than increasingly vitat role in addressing world a better place governments do the world's majaor problems UNPRECEDENTED OPPORTUNITY FOR BUSINESSES AND BRANDS A few tips gleaned from our survey findings: Go Local: More than thrce quarters of Prosurners and a majonty of the Find the Right Partner(s): mainstream would like their favorite companies and brands to play a bigger role in their local communities As businesses tackle complex social challenges once relegated to 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 SwipeGoot, 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 tls, the impact will be exponentialiy magnitied by ietting citizen-consumers take part and spread the word through social media. SOURCE: PROSUMER REPORT. BASED ON A SUMMER 2012 SURVEY OF 10,219 ADULTS IN 31 COUNTRIES, ALL DATA SHOWN IS GLOBAL. READ MORE AT HAVASWORLDWIDE.CcOM/PROSUMER-REPORT FOLLOW US ON TWITTER OPROSUMER_REPORT ::AVAS WORLDWIDE ---- -- 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: FEWER THAN 4 IN 10 Showing moderate/a tor ot faithi HAVE EVEN MODERATE FAITH IN PROSUMERS MAINSTREAM THEIR NATIONAL GOVERNMENTS NONPROFIT ORGANIZATIONS/NGO'S NEWS MEDIA ORGANIZED RELIGION 69% 59% 56% 51% 49%45% MY LOCAL COVERNMENT MY NATIONAL GOVERNMENT 43% 42% 40%39% 64% 54% PROSUMERS MAINSTREAM A person who recycles regularly but never votes is a better citizen than a person 61 45 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 Xagreeng strongiyisomewhar And we think good citizenship is tied more to personal responsibility and mindful consumption than to political activity: Which three of these factors do you think are most important in determining whether someone is a "good citizen*? 40 28 124 10 10 6 en local b tions share tares ethicaliy Donates Tu causes iunert an ame andior natesical cau3 ie tesne tesponsible la selt-sutticient andfor fation national Vohunteers Dutnudate Votes in up-to-dste money sorer ta Thoney PROSUMERS I MAINSTREAM THE NEW DRIVERS OF CHANGE We the (Socially Connected) People 62 54 Social media forges new communities 41 41 24 and empowers us to drive change. 57 36 49 35 "Social media has made me more politicaly aware/active" 33 33 35 34 31 "Sociai media has made me more influential/powertul" "I use social media to change the world for the better" Please rate your agreement or disagreement with the following statements. (Shawing % agreeng strangiy/somewhuri I PROSUMERS I MAINSTRE AM I AGE 18-34 I AGE 35-54 I ABE 55- "Social media gives ordinary people an extraordinary ability to influence others and create change" 66% 45% Showng % agreeng strangly/somewhat prosumers latin america north america age 55. urope "I have more in common with people in my social networks than I do with my neighbors" PROSUMERS MAINSTREAM 78 55 80 45 73 65 54 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 particular, to play a role in driving change and to PROSUMERS work toward the greater good rather than acting solely on the basis of their own selfish agendas. MANSTREAM (Showing agreeing strongy/somewhat 83 70 80 65 80 67 67 55 86 73 72 57 A. The more powerful corporations B. Businesses bear as much became, the more obligated they C. Businesses have a responsıbility are to behave ethicaly and with responsibility as governments for to make the world a better place the public interest in mind driving positive social change D. When it comes to combating E. Corporations and governments climate change, corporations should work together to make the F. Corporations are going to play an have a lot more power than increasingly vitat role in addressing world a better place governments do the world's majaor problems UNPRECEDENTED OPPORTUNITY FOR BUSINESSES AND BRANDS A few tips gleaned from our survey findings: Go Local: More than thrce quarters of Prosurners and a majonty of the Find the Right Partner(s): mainstream would like their favorite companies and brands to play a bigger role in their local communities As businesses tackle complex social challenges once relegated to 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 SwipeGoot, 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 tls, the impact will be exponentialiy magnitied by ietting citizen-consumers take part and spread the word through social media. SOURCE: PROSUMER REPORT. BASED ON A SUMMER 2012 SURVEY OF 10,219 ADULTS IN 31 COUNTRIES, ALL DATA SHOWN IS GLOBAL. READ MORE AT HAVASWORLDWIDE.CcOM/PROSUMER-REPORT FOLLOW US ON TWITTER OPROSUMER_REPORT ::AVAS WORLDWIDE ---- --

Communities and Citizenship Redesigned for a New World

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How Brands and Personal Responsibility Are Trumping Politics. Is being a good consumer more important than voting in people’s calculations of what makes them good citizens? If you’ve lost almost a...

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