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Prosumer Reports

Pride and Prejudice

Pride and Prejudice

Havas Global Comms

Havas Global Comms

November 1, 2016

In the face of violent extremism and terror, widening income gaps, and an unremitting refugee crisis, people are turning their sights inward, to the familiar and secure.

In the face of violent extremism and terror, widening income gaps, and an unremitting refugee crisis, people are turning their sights inward, to the familiar and secure. One result: a surge in nationalism and xenophobia. Conducted among nearly 12,000 people in 37 countries, this study explores how everyday people are responding to extraordinary times—and what roles brands can play in helping people feel more secure and bolstering happiness.

Snapshot:

In this Prosumer study, Havas Group explores how ordinary people are responding to these extraordinary times of intense change and uncertainty—and how brands can help ease concerns and bolster happiness. The study draws on the experiences and points of view of 11,976 men and women in 37 countries.

Key findings include:

My country, ’tis of me: In a world scarred by crisis and uncertainty, people are turning toward values and symbols of the past. Rather than focusing on globalism, accessibility, diversity, and other more modern ideals, many are turning inward and seeking the security of the familiar, including patriotism and its more fanatical sibling, nationalism.

Security above all: The increase in terrorist attacks globally has deepened people’s insecurity and fear. In response, many are willing to give up certain personal freedoms in order to feel safer.

National identity is the new cool: We have entered an era of neopatriotism—a time when people are attempting to blend two identities: their global and national citizenships. This shift has important implications for brands, including a heightened value placed on product provenance.

In pursuit of happiness: In 2011, following the lead of the Buddhist kingdom of Bhutan, the United Nations passed a resolution that placed “happiness” on its global development agenda. Our study shows that the world’s citizens look to their governments for certain components of their happiness and well-being (most notably, healthcare, education, defense, and economic stability), but that there is plenty of scope for brands to contribute to many of the “extras,” including in the areas of technology, culture, and the arts.

Havas is one of the world’s largest global communications groups, and committed to creating meaningful connections between people and brands.

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