In his book “Bilan & Perspectives 2021“, available April 13*, the Havas group draws the trends that question marketing, advertising and the media and their repercussions on tomorrow. In this new edition, we find dialogues of experts, testimonies, summaries, studies. Sébastien Emeriau, Strategy and Development Director of the Cortex d’Havas explains that the “transformation is already complex enough, we see it every day in our organizations, why want it to be meaningful in addition? Quite simply because meaning is not an additional constraint but a formidable accelerator. Faced with the challenges we face, we must move from a Darwino-Schumpeterian transformation undergone to an anticipatory and performative transformation, but above all we must make people want transformation. The more meaningful the path, the more it will make us all want to join it and make it happen “. We also understand how much we will have to rely on well-built and very flexible cortices.
Below is the light that five insights:
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Millennia of beliefs, religious, social, scientific, commercial and technological dogmas have made us forget it, have put us to sleep. It fell on us without warning: we live in an uncertain world, security is an illusion, there is no absolute truth and even less a custodian of it. Brutal, the awakening. Today, it is the States and the media that are paying the price. The 2021 version of the Edelman barometer tells us that 50% of French people consider that the government and journalists deliberately mislead the public with information they know to be false or exaggerated. And Companies would be the only real benchmark of trust for 61% of us.
- Freediving in a digital bubble
Quite naturally, screens have taken precedence in our lives and have become our lifelines to maintain a social bond with our loved ones but also to keep a window on the world. Listen to Renaud Capuçon on Instagram, watch a movie classic uploaded by INA, create content on TikTok, take a sports class on Twitch or learn to play guitar with the Fender app: everything has been designed for that the digital ecosystem can take over from reality.
For 72% of French people and according to Vivendi, entertainment helped them get through the crisis and they are 87 % for trying a new entertainment activity in their home while in lockdown.
- Marketing the authentic
At a time when the future is more uncertain than ever, a reassuring and regressive “back to basics” indeed seems inevitable, even natural to us. The phenomenon is revealed through aesthetics such as “cottagecore”. These are generally young urbanites who portray a more rural way of life on social networks. This craze for what seems “more authentic” can also be seen in practices.92 % of individuals questioned say they are ready to consume more local products and 89 % wish to turn more to artisanal products. More radically, 70 % of respondents declared that they would like to change the way they consume (according to Havas Shopper Observer – juin 2020)
- The French in the era of total video
Impacted by the crisis, periods of confinement or the American election, the year 2020 saw the consumption behavior of video media transform significantly. By placing the French under house arrest, the containment measures have plunged the country into an unprecedented situation. They also revealed the central role of television in informing, entertaining and, above all, uniting society. 2020, average TV consumption reached an all-time high: 3 h 58 a day, i.e. an increase of 8 % compared to 2019 according to Médiamétrie.
- A more secure business plan in an uncertain world
Companies, already challenged on their own organization to face the health crisis, are faced with “French people in 3D”: consumers, citizens and employees at the same time. Mobilized after having been immobilized, conscious after having been unaware of the power of their act of purchase. From now on, the French demand at the same time a good quality / price ratio and a positive, tangible contribution to social issues. On the menu, environment, consumer health, well-being at work and, if possible, production located in France. These “3D consumers” will be the engines of the transformation they are calling for. 56 % of French people think that their consumption choices are the most likely to change society today and do not cite any brand that they believe contributes to improving society according to the Fevad in 2020.
* Bilan & Perspectives 2021 is published by Havas Édition – 128 pages, € 19. The book was designed in collaborative mode.
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