Truth about Shopping Asian Launch

Posted on August 20, 2014 by India

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Earlier in the summer, we hosted our Asian launch of The Truth about Shopping (麦肯解读中国购物真相) at the Mobile Asia Expo in Shanghai. As to be expected in one of the most advanced mobile markets in the world, there was much buzz surrounding the conference as suited and booted businessmen jostled with some of Asia’s brightest, young entrepreneurial minds. The much anticipated keynote from Xiaomi, the hotly tipped first Chinese brand to go truly global, reinforced that China is truly leading the way when it comes to mobile innovation. Mobile technologies are seamlessly integrated into every aspect of consumer’s lives and nowhere is this more evident than in the retail category. With this in mind, I’ve outlined the Five Things You Need To Know About The Chinese Shopper and the impact that technology is having in the shopping landscape:

1. Shopping has been defined anew by Chinese consumers

Our research first set out to understand what consumers associate with the actual word shopping. Globally, 80% of consumers think of ‘in store’ when they hear the word shopping whereas this figure dramatically decreases in China to 55%. Indeed, for 45% of Chinese consumers, the primary association is ‘online’ shopping and this figure is only set to rise. Furthermore, while globally the number one category associated with shopping is food and groceries, for Chinese consumers it is clothes and shoes. In this context, it is hardly surprising that the Chinese are far more likely to view shopping as ‘a leisure activity’ and ‘their time to relax’.

2. The Chinese consumer approaches shopping in a more positive mindset

From our quantitative data, we were able to identify five distinct mindsets in which consumers approach shopping. While it is true that which category you are shopping in has a huge influence in how you positively view shopping, where you live also makes you more pre-disposed to certain mindsets. Chinese consumers are far more likely to exhibit the more positive and engaged mindsets of the ‘Adventurer’ (a spirited shopper who wants to be surprised) and the ‘Lover’ (a loyal shopper who wants to be pampered). In comparison, we see a wearier shopper in developed markets marked by a significant over-index in the ‘Zombie’ mindset (a switched-off shopper who does not want to be interrupted). Chinese consumers are looking to be delighted and are actively willing brands to engage them in new and surprising ways.

3. Mobile is king

Chinese consumers have rapidly adopted mobile technology and are fast assimilating it into every aspect of their lives. When we look to the future of shopping, they are incredibly optimistic about the potential of the mobile with 87% wishing their phone held all of their shopping information (e.g. clothes size, family preferences) vs. 66% of consumers globally. This also extends to the future of payments with 83% of Chinese consumers wanting their phone to be intelligent enough to select the correct card to pay with (vs. 59% globally). Furthermore, with popular messaging services like WeChat enabling people to pay for everyday services, like taxis, via a simple text, consumers are rampantly adopting such innovations. The consumer reticence to adopt new mobile technology that we see in the West simply does not exist in China. Chinese consumers see technology as being intrinsic to the future of shopping and mobiles are the key to ensuring a totally seamless shopping experience.

4. Chinese consumers are far more trusting of brands

Chinese consumers are far more likely to trust brands with their data and information. For example, when given the choice of entrusting their friends/children or online stores with their card details, 63% of Chinese consumers would choose online stores. In comparison, only 37% of consumers globally agree with this statement. Notwithstanding, their more relaxed attitudes to privacy overall, many Chinese consumers would welcome brands and retailers into their most private online spaces. Indeed, 60% would let a brand post on their social network wall (such as Renren or Facebook) for a discount on goods and services. The opportunity for brands to connect with consumers in a more personal arena is plain to see; however, just because you can doesn’t mean you necessarily should unless you can offer genuine relevancy, usefulness or entertainment.

5. Social commerce is becoming a natural extension for shopping

Almost a quarter of Chinese consumers (23%) have bought something they’ve seen on a social platform. This figure is significantly higher than the global average of 16% and is even more notable when you compare it to attitudes in the more developed markets like the US where only 8% of consumers have engaged with social commerce. Chinese consumers see shopping as a natural extension of their lives and are happy for the lines of commerce, entertainment and connection to be blurred, so it is only natural that we are seeing this replicated in social media. Almost half use social networks to discover more about a product and 4/10 are actively looking to discover new brands. Again, we see a ripe opportunity for brands but one that should be used in a measured way.

The Truth About Fans: A World Cup Special

Posted on July 11, 2014 by Arvind

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What makes a football fan? What motivates them? What are their unique behaviors? These are some of the fascinating questions we’ve been trying to answer over the last month of action-packed football matches! McCann Truth Central’s global network of truth hunters has been taking to the streets in 26 markets around the world to talk to football fans about their passion for the game, and the highs and lows that come with being a fan. The results of these interviews will be featured in our upcoming study, the Truth About Fans.

But as the FIFA World Cup draws to a nail-biting conclusion, we’d like to share some of our most intriguing findings: the different good luck rituals fans around the world will be performing this weekend to will their team to victory in the finals. A lot’s been written about the quirky football rituals of the players (both past and present). However, there’s been relatively little coverage of some of fans’ weirder rituals. Here are some of our favorites.

For more insights on fans, keep a look out for the Truth About Fans, coming soon!

Humanizing Technology event with Microsoft

Posted on June 6, 2014 by Nadia

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What happens when you bring together a dozen of the most interesting minds in art, technology and science to discuss how to infuse humanity into technology?

This is what a curious team from Microsoft sought to uncover over dinner and conversation in the Sky Room at the New Museum recently.

Gathered around a table were a mix of people as diverse as ever: Neil Harbisson – the bionic man who hears colors; Giorgia and Gabriele – data visualization designers behind Milan-based Accurat; a neuroscientist who chucked an academic career in favor of helping develop technologies for blind people to learn how to paint; an MIT professor who studies human emotion and technology; Joe Ducet – the furniture designer behind the most covetable marble table… and yours truly.

Over an elegant dinner of farro salad, chicken under a brick (“where’s the brick?!” one invitee challenged the waitress), and chocolate tart, the crowd covered such topics as ‘what does it mean to be human?,’ ‘what does the intersection of technology and people look like?,’ and ‘what role do companies and institutions have in humanizing technology?’

The table buzzed with conversation, with people switching seats, speaking over each other, and sparking new ideas by the minute. At the end of the evening, the group reconvened to share the most interesting themes uncovered and debated.

Themes:

- Technology is humanity: technology is not electronics, nor hardware, nor software. Technology is ancient – it’s in nature, in human conversation, in play and in work. When we begin to think about technology as life, then we can better think about how to humanize it ever more.

- Technology to what end?: It’s important to think about the goal of developing new technology. It’s not enough to create technology for technology’s sake; to “beat” the next person or rival company. Creating new innovations should be driven by whether the end product will be useful, necessary, and delightful to the end user.

- Humans change change change: Culture evolves at an incredible pace, and people metabolize the role of technology at lightning speed. What was once considered very frightening (such as submitting credit card information online) is now a trusted fact of life. A funny story about Neil – the man who hears colors. In 2004, when he had the device implanted into his head, people thought it was a flashlight. In 2007, they thought it was a video recording device, and today, they believe it’s something related to Google Glass. People change how they view technology, and so the role of technology companies is to keep pace with that culture and ideally stay one step ahead of it.

- Human technology: Similarly, what is considered “human” and “natural” is also evolving, perhaps at more of a generational pace. Once, telephones were feared to make people hermits, and microwaves would give people cancer. True innovations are almost always feared at altering our “human-ness.” However, this is metabolized quickly, and wearing a Google Glass today doesn’t seem as artificial as it might have in the past.

- Innovation born of survival: American companies have the luxury of creating technology with abundant resources, but other countries face different challenges. Some have oppressive governments that censor their citizens, while others have a lack of infrastructure. Technology born of these difficulties are often incredibly useful and innovative, and America should remember that we are not the only ones with good ideas. Furthermore, what we create must address the needs of cultures outside of our own.

- Extreme is good and necessary: High fashion and high art as analogy. While not immediately relevant to the masses, the crazy and wild tend to push thinking forward. There needs to be extreme and fringe creations with no goals tied to profit. While not everything coming of this may be immediately relevant or usable, we need extremes in order to pull from them and create solutions for the real world.

- Creation must be interdisciplinary: No more siloes! The technological innovation process must evolve beyond engineers. Include artists, designers, intellectuals and others together can create better solutions

- The “smile test”: Ultimately, technology should make people smile. It’s a very small act, but in the end, it’s the most important benefit to humanity.

Presenting the Global Launch of the Truth About Shopping Study

Posted on May 21, 2014 by Arvind

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On April 2nd, Truth Central had the distinct pleasure of launching our latest study, the Truth About Shopping, at The Big Shopping Shakeup conference, a private, invitation-only conference hosted in partnership with the New York Times. Held in the beautiful New York Times building in Midtown Manhattan, attendees to the conference had sweeping views of the city that shoppers globally rate as the #1 retail destination in the world.

The conference was inspired by our desire to shake brands out of the current retail conversation, dominated as it is by big data, algorithms and personalization, and remind them about the importance of the real, raw, emotional side of shopping. Our keynote speaker Andy Murray, SVP of Creative at Walmart, summed this up perfectly when he said “it’s really important to keep a balance between hi-tech and hi-touch.” Our approach to investigating this dichotomy was mashing shopping together with ideas such as the human condition, pop culture, space and machines to see what we can learn from these other fields.

We discussed the Art of Shopping, which relates to the different ways in which brands are building inspiration and entertainment into the shopping experience. In the Truth About Shopping, we found that the majority of consumers are inspired while shopping, rather than go shopping because they’re inspired. A number of brands talked about how they are catering to this hunger for discovery. For instance, Rachel Shechtman from STORY spoke about how her store changes its theme (and its entire inventory) every 6-8 weeks, to keep shoppers coming back for more. Rachel Kraus from Westfield Malls talked about how they’re starting to build “man caves” in their malls, where men can watch TV, play pool or have a drink, freeing up their female companions to spend more time (and money), happy in the knowledge that the men were being entertained. In Jess Greenwood’s panel, experts discussed how we’re moving to a more visual web, which is impacting how items are displayed in store to mimic layouts familiar from Pinterest, Tumblr and other highly visual digital platforms.

However, we cannot underestimate the power of science and tech in this space. One key theme was around the Persistent Shopper, which relates to the constant state of shopping in which we will exist in the future. The experts were agreed that wearable technology is moving us towards a world where everything we see around us in the world will be shoppable, and all of the experiences we have will have the potential to be branded experiences. These technologies open up a world of new possibilities for the ways in which brands engage their fans.

The conference, dedicated as it was to bringing humanity back to the forefront of shopping, ended in a gallery filled with photographs commissioned by Truth Central for the Truth About Shopping study. The work of street photographers in New York, London, Mexico City, Shanghai and Dubai, they depicted the delight, guilt, frustration, joy and other emotions that are so much a part of the shopping experience. Ultimately, the look of joy on the face of a lady who just found the perfect dress, or the excitement of the faces of young boys as they play a new video game in store, perfectly illustrated what makes shopping so magical, and what brands should always remember to strive for. 

Today’s Teens: Pragmatic Idealists Smashing through Stereotypes

Posted on May 8, 2014 by Nadia

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Here’s a recipe for today’s teen: Take a generous serving of cynical, somewhat misanthropic Gen Xers, and sift together well. Add a heavy dollop of economic instability, and slowly add in a mistrust of institutions. Bring to a rolling boil. Once mixture is well combined, add a heaping cup of idealistic youth and let simmer. Then, add a tablespoon each of the Internet and mobile phones, and sprinkle in a large handful of social media platforms. Serve immediately.

As our recipe shows, today’s teenagers are as much a product of the fast-moving online information age as they are descendants of a generation inherently skeptical of “the man.” Gone are the days of the stereotypical lackadaisical teen, granted time to be awkward and indecisive; that luxury is no longer theirs to have. These are not the entitled, trophy-craving Millennials, but a new type of teenager, breaking down long-held conventions of youth in every respect to become Pragmatic Idealists.

#selfie from a teen participant

In our last conversation with teens, we discussed Privacy and Sharing – and found that today’s teens possess a thoughtfulness that firmly rebukes the going perception amongst adults that they’re a reckless lot. Instead, we found a wholly responsible and deliberate set of behaviors from our teens, expressed in a way that can only be described as upbeat and positive. (see also: How to be cool on Instagram according to a 16 year old).

Having come of age in a time of economic instability and powerful social connectivity, today’s teens have built a considerable amount of self-reliance. This has empowered them to be flexible as they forge a path into the future. While the traditional route involving higher education is certainly a popular choice, there is a collective knowledge among teens that it’s not the only way to achieve their goals. Teens today also explore alternative options, such as apprenticeships, entrepreneurial endeavors, and the armed services.

However, the potentially rocky road ahead has not dampened the strong idealism that is inherent in today’s teen. That idealism was never more apparent than in discussing life goals. In the age of Mark Zuckerbergs and overnight millionaire entrepreneurs, we wanted to understand what teens held as their fundamental goal in life. Most agreed that living a “wealthy” life is ultimately what they strive for. However, the teens’ definition of wealth transcended money. To them, “wealth” means doing meaningful work, enjoying a family and staying true to one’s roots. They want to come home at night feeling that they contributed something meaningful to the world.

Our teens were tasked to create memes that symbolized their views on school and career. Their cheerful brand of cynicism was certainly not lost on us…

Meme about #career from a teen participant

The stereotype of teens obsessed with social media, fame and reality television, and thus and unable to connect with people in a face-to-face situation, is certainly true in some cases. However, in our group discussion, a few of the most interesting teens were conscious of contradicting that notion. In order for these teens to reach their goals, they can’t have distractions. In fact, teens are opting to create a stronger self of self by rising above the chatter on social media. One teen we spoke to had even deleted all of her social media accounts to she could better focus on her goals.
In every generation, it is too easy to make generalizations regarding youth. But if we want to tell the true story of teens, we mustn’t let these hopeful and exciting realities get lost.

Check back with truthcentral.mccann.com every month for the latest installment of our on-going “Truth About Teens” research, as we discuss a different topic shaping the world today (for both consumers and brands) as seen through the lens of a teenager

Brands’ Social Media Strategies: Fewer Eggshells, More Springboards

Posted on February 27, 2014 by Amos

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One thing that brands have learned when it comes to their social media strategy is that learning never stops.

This past Friday, February 21, 2014, McCann Truth Central and McCann Always On took the stage at Social Media Week NYC to present The Truth About Privacy and Sharing: From Selfies To #Hashtags. The event was held at the Highline Stages in Manhattan’s Meatpacking district.

The first half of the event featured a spirited presentation of the Truth about Privacy 2013 study findings – presented by Laura and Nadia. They told us about the pitfalls of social media sharing, which include bullying, boasting, begging, and being boring.

The second half of the event featured a compelling panel discussion, with participants including Graydon Gordian (Community Manager, Percolate), Kelly Jones (Head of Thought Leadership, Microsoft), Kandace Hudspeth (Global Director, McCann Always On) and Sharon Panelo (Strategy Director, McCann Always On). Kevin Nelson, the Global Strategy Director and head of the Telecom business at McCann, expertly moderated the panel.

Kelly kicked off the conversation with her thoughts on the value exchange between consumers and brands, especially as it related to the issue of data sharing and privacy. She mentioned how Microsoft has, “learned that consumers are more aware that they are sharing data than they’ve ever been before, and now they want something back for it.” In light of this information, engineers at Microsoft are shifting their philosophies and using consumer insights as part of the development process, something relatively new in the tech space.

Kandace and Sharon – from McCann Always On – tackled the issue of how consumers and brands cope with the uncertainty of sharing. What is the line between being smart and calculated, and reacting quickly in a landscape that moves at warp speed? Kandace’s belief is that consumers have been quicker to create coping mechanisms than brands. For the individual, she said, “The privacy issue has pushed or compelled them to find other ways to share. They’re really smart and systematic about what apps they use for certain tasks, the type of content, and with whom they share.”

On the flipside she’s found herself urging clients to gain an understanding of the right platforms on which to engage consumers. She works with them by diversifying their strategy – directing them to both ephemeral social networks like Snapchat (where experimentation is safer) and to invest in social R&D.

Sharon challenged the notion that brands need to walk on egg shells when it comes to social media strategies, stating that they need to be less scared and more empowered. She talked about how, “Culture today around privacy and data is so rooted in fear – it’s ‘Big Brother is watching you’. But there is a total positive side that most brands aren’t getting at.” Ultimately, for brands the aim should be to “not own the consumers’ data, but to present it in a way that helps them.”

Finally, Graydon shared advice that Percolate provides for their clients in the quest for meaningful social media interaction with consumers. He advised that, “The best way to appear genuine is to be genuine.” He said Percolate likes to remind clients that there are, “Still people behind the brand’s communications and that if they let their community manager get excited, their content will be excitable.”

Empowered with the results of our study and the keen advice from our informed panel members, Truth Central showed little shyness in broadcasting our Social Media Week event.

Introducing: The Truth About Teens

Posted on February 26, 2014 by Amos

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We here at Truth Central like to think we’re pretty tapped in.

But it took just two hours one evening for us to realize that we may be less cool than we like to think – certainly according to teenagers. As part of the research for our recently launched 2013 Truth About Privacy study, we spoke with a group of 16 and 17 year-olds, resulting in an illuminating discussion centering on issues of privacy and sharing. By the end of the evening, the gap between researcher and subject was rather apparent.

Though Nadia, who moderated the focus group, was able to almost effortlessly hang with the crowd for about 30 minutes, it was ultimately one small question that fell her. When a teen said that she typically doesn’t text that much, Nadia asked what “not that much” meant, guessing it was around ten texts per day. The teen laughed, “10? No, more like 300”. If this was one of those Hollywood films where an adult goes back to high school and tries to fit in, this was that scene in the cafeteria where the imposter is outed.

Then another teen helpfully added, “I wake up to thousands of texts every morning.” There it was, the gratuitous spitball that serves as an exclamation point for many high school humiliation scenes.

While the session yielded other simply humorous learnings of the cultural phenomena of today’s teens, including nuggeting, we were also able to extract a multitude of insights that proved even more central to our research objectives. We learned about the intimidating metrics of curating an interesting and authentic presence on social media. People of all ages have a loose set of rules for proper online behavior, but teenagers have clear-cut instructions for each and every social media platform.

We took some of their rules and created a guide for How to Be Cool on Instagram (according to 16 year olds). These 8 easy-to-follow instructions made us realize just how uncool we are, as we consistently break at least two of them.

There were three important takeaways from the focus group session. First, the fact that we over-use the word ‘cool’ makes us uncool. Second, that today’s teens are incredibly self-aware of how they share data online and what it says about them. And third, that we need to conduct focus groups with teenagers on a monthly basis.

Check back with truthcentral.mccann.com every month for the latest installment of our on-going “Truth About Teens” research, as we discuss a different topic shaping the world today (for both consumers and brands) as seen through the lens of a teenager

Truth Perspective: Central & Eastern European Moms

Posted on February 6, 2014 by Rodney

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The Truth About Moms: Central & Eastern Europe is a follow up to our 2012 global study, the Truth About Moms.

Globally, the prevalence of technology is making it even easier for today’s moms to juggle and balance their changing responsibilities in the workplace and at home, helping them to be ‘super’ moms. However, in Central and Eastern Europe (CEE), the new regional study, ‘The Truth About Moms: CEE’ by McCann Truth Central, reveals a different picture for these emerging markets, where the role of technology to enhance and enable the lives of moms is neither commonplace nor explicitly desired.

The Truth About Moms: CEE was written with the objective of providing brands with strategies to engage modern and multitasking moms in the region. The findings are based on proprietary qualitative and quantitative research conducted in Azerbaijan, Czech Republic, Hungary, Kazakhstan, Serbia, Slovenia and Turkey.

For information on how to obtain the full report, please contact truthcentralemea@mccann.com

Truth Central Goes Glam; Attends Luxury Daily FirstLook 2014

Posted on January 22, 2014 by Nadia

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Following the launch of our Truth about Affluence in the fall of 2013, and with more than a couple of us at Truth Central enamored with the world of luxury, we were thrilled to attend the second annual Luxury Daily FirstLook: Strategy 2014 conference at the Time & Life Building in New York City. The luxury stage was set immediately upon entering: attendees were generously greeted with sets of glossy magazines and a skin caviar sample from La Prairie. The conference line-up was extensive, consisting of leadership representing Peninsula Hotels, La Prairie, Saks Fifth Avenue, LVMH, and Pratesi – among others. We certainly left the event more enlightened, educated and impressed.

Equipped with insights from our Affluence study, we were fascinated to see how brands connect with affluent consumers. The thematic foundation of many presentations was built upon the global economic shake-up experienced in 2008, which had profound implications on luxury brands and businesses. As Renaud Dutriel – ex-chairman of LVMH U.S. – said, “We were confronted with people asking ‘Why do we need luxury’?”. A fair question given hard times, but as Sharon Osen – SVP of global marketing and brand strategy at La Prairie – eloquently stated, “Luxury is important because it reminds us to strive for perfection. Luxury is the pinnacle of ‘getting it right’.”

We learned that, because of the recent economic turmoil, attitudes and behaviors of wealthy consumers towards luxury have changed for the long term. For instance, Cara David of American Express Publishing spoke of Affluents’ “depth of memory”: despite current times of relative economic prosperity, extravagance of times past has led to fear, which has led to anxiety. The wealthy remain cautious. However, they still yearn for the sublime, and we learned, above all, that today’s luxury customer is an empowered, independent and international one.

Empowered: The Internet has provided more than greater access to better, faster shopping. It’s granted a new set of tools to the affluent population. Cara David’s American Express Publishing study finds a significantly heightened sense of resourcefulness and saving among the wealthy, along with new core values of control and planning. Consumers feel an increased sense of self-reliance in making sound decisions, with implications on the way in which a range of industries should tailor communications with the audience.

Independent: “I am who I am, where I am, when I am”. This phrase, spoken by L’Oreal Luxe VP of digital strategy, Rachael Johnson, succinctly captures the attitude of today’s luxury consumer. Always connected and very discerning, consumers don’t want to feel “sold to” 365 days a year. They expect a higher standard of content and relationship-building, says Matthew Woolsey – SVP of Digital at Barney’s New York. “Storytelling is the word on everyone’s mouth, but we choose not to create ‘empty calories’ of content.” Instead, their strategy is to delight and surprise their consumer every day, even if it means no direct link to a sale. Consumers want to make their own decisions when it comes to which brands they allow into their lives.

International: The rise of the Asian market, coupled with allure of global travel, represents a strong shift towards an international mindset among the luxury customer. Renaud Dutreil, formerly of LVMH, predicts that luxury goods closer to the body, like apparel and jewelry, will be more important in communicating status than items apart from the body, like cars and homes. He attributes this, in part, to the desire among the wealthy to be seen as “billionaire nomads”. This aspirational persona of the globe-trotting sophisticate, who hops from city to city equipped with just the priceless essentials, means assets like cars are not as needed. In addition, goods that are ingested by the body, like food, wine and even culture, will become increasingly important as signifiers of affluence. But lest we doubt the significance of hard assets, Dutreil assures that the wealthy are still renting Jaguars and taking up expensive lodging on the short-term.

It seems the world of brands is increasingly in flux, and even the most traditional categories, like luxury, are no exception. The more we learn about this multi-faceted and demanding consumer, the more the luxury category can better provide for and delight them in years to come.

Truth Central Unveils Update to the Truth About Privacy Study at CES 2014

Posted on January 14, 2014 by Amos

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On Wednesday, January 8th, McCann Truth Central, in conjunction with Ad Age, unveiled the findings of the 2013 update to the Truth About Privacy to a full house at the Wynn Las Vegas. On the surface, a five star hotel and casino may seem like a surprising place to launch our thirteenth Truth Study. But given the vast circuit of ‘eye in the sky’ video camera strewn throughout the premises, there may not have been a more appropriate venue.

As part of CES 2014, Laura Simpson (Global Director, McCann Truth Central) and Nadia Tuma (Deputy Director, McCann Truth Central) delivered a presentation of the research, followed by a panel discussion moderated by Michael Learmonth (Digital Editor, Ad Age).

In addition to Nadia, the panel featured Julie Brill (Commissioner, Federal Trade Commission) and Becky Brown (Director of Media, Intel). Each panelist brought their own, unique perspective on the state of privacy in 2014 and what it means for both consumers and brands.

Julie Brill approached the issue from a legal and consumer advocacy standpoint – stating that she believes consumers need to be better educated about how their data is being used. Brill believes that consumers understand their relationship with first party companies like Amazon or Netflix relatively well, but are currently uninformed about how non-consumer facing, third party party companies use data. She called upon marketers to help in this pursuit, by using their skill in creativity and clarity to communicate the truth about privacy to consumers.

Becky Brown spoke about Intel’s native advertising strategy as a new form of engaging consumers online. Her belief is that consumers will look for brands to curate and illuminate the latest trends and thoughts shaping our world, which Intel is already seeking to do with their “IQ by Intel” technology. She predicts that consumers will increasingly turn to brands’ native advertising for the content they consume online.

Finally, Nadia discussed today’s youth, who have grown up in a world where privacy and sharing issues are the natural way of life. Specifically, how they have adapted to the threat of bullying, which is more pervasive than adults tend to think. She said this has in part caused teens to seek out impermanent platforms like Snapchat, but they are increasingly shifting their most personal conversations offline where it is “safer”. She also cited parents playing a role in this behavior, depending on their level of involvement, to help their kids create strategies for what she called “Darwinian principles of online survival”.

The 2013 Truth About Privacy study is the result of research conducted in the US, which included an 1100 person online quantitative study and five focus groups with consumers ranging from 16-60.

For an executive summary of this study, please email us at truthcentral@mccann.com
You can also click here to view more information about 2013 Truth About Privacy