TEDxKC
John Gerzema: The post-crisis consumer
John Gerzema: Potrošači nakon krize
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John Gerzema govori kako postoji druga strana trenutne financijske krize -- prilika za pozitivne promjene. Govoreći na TEDxKC, on prepoznaje četiri glavne kulturalne promjene koje pokreću novo potrošačko ponašanje i pokazuje kako se poslovanje razvija i povezuje s pametnim trosenjem.
John Gerzema - Marketing whiz
John Gerzema uses data, analysis and decades of experience to identify trends and develop daring new approaches to advertising. Full bio
John Gerzema uses data, analysis and decades of experience to identify trends and develop daring new approaches to advertising. Full bio
Double-click the English transcript below to play the video.
00:15
Thirteen trillion dollars in wealth
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Bogatstvo od 13 trilijuna dolara
00:18
has evaporated over the course of the last two years.
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je isparilo tijekom zadnje dvije godine.
00:21
We've questioned the future of capitalism.
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Sumnjali smo u budućnost kapitalizma.
00:23
We've questioned the financial industry.
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Sumnjali smo u financijsku industriju.
00:26
We've looked at our government oversight.
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Promatrali smo propuste naše vlade.
00:28
We've questioned where we're going.
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Sumnjali smo u smjer kojim idemo.
00:30
And yet, at the same time, this very well may be
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Istovremeno, ovo bi vrlo lako mogao biti
00:32
a seminal moment in American history,
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presudan trenutak u američkoj povijesti,
00:34
an opportunity for the consumer
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prilika za potrošače
00:36
to actually take control and guide us
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da stvarno preuzmu nadzor i povedu nas
00:38
to a new trajectory in America.
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na novi put u Americi.
00:40
I'm calling this The Great Unwind.
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Ja ovo nazivam "Velikim razvojem".
00:43
And the idea is a simple, simple idea,
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Ideja je jednostavna, jednostavna ideja,
00:46
which is the fact that the consumer
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činjenica da se potrošač
00:48
has moved from a state of anxiety to action.
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pomaknuo iz stanja straha prema akciji.
00:51
Consumers who represent 72 percent
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Potrošači koji predstavljaju 72 posto
00:54
of the GDP of America have actually started,
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BDP-a Amerike su zapravo počeli,
00:57
just like banks and just like businesses,
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baš kao i banke i poduzetnici,
00:59
to de-leverage, to unwind their leverage,
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preuzimati utjecaj, oslobađati svoj
potencijal,
potencijal,
01:02
in daily life, to remove themselves
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u svakodnevnom životu, oslobađajući sebe
01:04
from the liability and risk
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od odgovornosti i rizika
01:06
that presents itself as we move forward.
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prisutnih dok smo se kretali naprijed.
01:09
So, to understand this -- and I'm going to stress this --
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Dakle, shvatite -- ja ću naglasiti ovo --
01:11
it's not about the consumer being in retreat.
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Potrošači se ne povlače.
01:13
The consumer is empowered.
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Potrošači se osnažuju.
01:15
In order to understand this, we're going to step back and look
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Kako bi razumijeli, vratimo se unatrag i
01:17
a little bit at what's happened over the course of the last year and a half.
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pogledajmo dio onoga što se događalo u
zadnjih godinu i pol.
zadnjih godinu i pol.
01:20
So, if you've been gone, this is the easy CliffsNotes
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Ako niste pratili, ovo je podsjetnik
01:22
on what's happened in the economy. Okay?
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što se dogadalo u ekonomiji. U redu?
01:24
(Laughter)
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(Smijeh)
01:25
Unemployment up. Housing values down. Equity markets down.
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Porast nezaposlenosti. Pad cijena
nekretnina i dionica.
nekretnina i dionica.
01:28
Commodity prices are like this.
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Troškovi života su ovakvi.
01:30
If you're a mom trying to manage a budget,
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Ako vaša majka vodi kućni proračun,
01:32
and oil was 150 dollars a barrel last summer,
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i cijena nafte je bila $150 po barelu
prošlo ljeto,
prošlo ljeto,
01:35
and it's somewhere between 50 and 70,
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a sada je između 50 i 70.
01:37
do you plan vacations? How do you buy?
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Planirate li godišnji? Kako kupujete?
01:39
What is your strategy in your household?
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Koja je strategija u vašem kućanstvu?
01:41
Will the bailout work? We have national debt, Detroit,
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Hoće li spašavanje funkcionirati?
Imamo nacionalni dug, Detroit,
Imamo nacionalni dug, Detroit,
01:43
currency valuations, healthcare, all these issues facing us.
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promjene tečaja, zdravstveni sustav, sa
svime time se suočavamo.
svime time se suočavamo.
01:46
You put them all together, you mix them up in a bouillabaisse,
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Ako ih postavimo zajedno, pomiješamo
u smjesu,
u smjesu,
01:49
and you have consumer confidence that's basically a ticking time-bomb.
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dobijamo povjerenje kupaca koje je
bomba koja otkucava.
bomba koja otkucava.
01:53
In fact, let's go back and look at what caused this crisis,
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Vratimo se i pogledajmo što je uzrokovalo
krizu. Potrošači
krizu. Potrošači
01:56
because the consumer, all of us, in our daily lives,
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svi mi, smo našim načinom življenja,
01:58
actually contributed a large part to the problem.
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zapravo, velikim dijelom doprinijeli
stvaranju ovog problema.
stvaranju ovog problema.
02:01
This is something I call the 50-20 paradox.
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Ovo je nešto što zovem paradoksom 50-20.
02:03
It took us 50 years
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Trebalo nam je 50 godina
02:06
to reach annual savings ratings
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da dostignemo godišnju razinu štednje
02:08
of almost 10 percent. 50 years.
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od skoro 10 posto. 50 godina.
02:11
Do you know what this was right here?
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Znate li što je bilo ovdje?
02:13
This was World War II. Do you know why savings was so high?
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Bio je 2. svjetski rat. Znate li zašto
je štednja bila tolika?
je štednja bila tolika?
02:16
There was nothing to buy, unless you wanted to buy some rivets. Right?
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Nije bilo ničega za kupiti, osim zakovica.
Točno?
Točno?
02:19
So, what happened though, over the course of the last 20 years --
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Dakle, što se dogodilo, u zadnjih 20
godina --
godina --
02:22
we went from a 10 percent savings rate to a negative savings rate.
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pali smo iz 10% štednje u negativni
postotak.
postotak.
02:26
Because we binged. We bought extra-large cars,
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jer smo tulumarili. Kupovali smo vrlo
velike automobile,
velike automobile,
02:31
supersized everything, we bought remedies for restless leg syndrome.
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sve vrlo veliko, pomagala za sindrom
umornih nogu,
umornih nogu,
02:35
All these things together basically created
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Sve to zajedno je, zapravo, stvorilo
02:37
a factor where the consumer sort of drove us
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situaciju u kojoj nas je potrošnja odvela
02:40
headlong into the crisis that we face today.
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u krizu s kojom se danas suočavamo.
02:42
The personal debt-to-income ratio
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Odnos osobnog duga i prihoda
02:45
basically went from 65 percent
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je, u osnovi, skočio sa 65%
02:47
to 135 percent in the span of about 15 years.
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na 135% i razdoblju od 15 godina.
02:51
So consumers got overleveraged.
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Pa su potrošači postali prezaduženi
02:54
And of course our banks did as well, as did our federal government.
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kao i naše banke, kao i naša vlada.
02:57
This is an absolutely staggering chart.
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Ovaj grafikon stvarno ošamućuje.
02:59
It shows leverage, trended out from 1919 to 2009.
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Prikazuje trend zaduženosti od 1919 do
2009.
2009.
03:03
And what you end up seeing is the whole phenomenon
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Iz njega možemo sagledati čitav fenomen
03:06
of the fact that we are actually
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činjenice da mi zapravo
03:08
stepping forth and basically leveraging
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idemo dalje i zadužujemo budućnost
03:10
future education, future children in our households.
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nešeg obrazovanja, naše djece, naših
domova.
domova.
03:13
So if you look at this in the context of visualizing the bailout,
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Ako gledate to iz konteksta
spašavanja financijskih institucija
spašavanja financijskih institucija
03:16
what you can see is if you stack up dollar bills,
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vidite da gomilanjem novčanica od 1$,
03:19
first of all, 360,000 dollars
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prvih 360.000$,
03:21
is about the size of a five-foot-four guy.
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je otprilike visina osobe od 163 cm.
03:24
But if you stack it up, you just see this amazing, staggering amount of
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I ako nastavite gomilati, vidite ogromne,
omamljujuće količine
omamljujuće količine
03:27
dollars that have been put into the system
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novca koji je stavljen u sustav
03:29
to fund and bail us out.
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za naše financiranje i spašavanje.
03:31
So this is the first 315 billion.
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Ovo je prvih 315 miilijardi.
03:33
But I read this fact the other day, that one trillion seconds
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Čitao sam podatak neki dan, da je 1
bilijun sekundi
bilijun sekundi
03:36
equals 32 thousand years,
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jednak 32 tisuće godina,
03:38
so if you think about that, the context, the casualness
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pa ako imate na umu, kontekst i povezanost
03:40
with which we talk about trillion-dollar bailout here, and trillion there,
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s kojom mi govorimo o financiranju 1
bilijuna ovdje, 1 bilijuna ondje,
bilijuna ovdje, 1 bilijuna ondje,
03:44
we are stacking ourselves up for long-term leverage.
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mi se zadužujemo na stvarno dugo razdoblje.
03:47
However, consumers have moved.
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Kako bilo, potrošači su se pomakli
03:50
They are taking responsibility.
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Preuzimaju odgovornost.
03:52
What we're seeing is an uptake in the savings rate.
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Ono što se sada događa je povećanje
štednje.
štednje.
03:55
In fact, 11 straight months of savings have happened
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11 mjeseci zaredom se štednja povećava
03:57
since the beginning of the crisis.
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otkad je počela kriza.
03:59
We are working our way back up to that 10 percent.
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Mi gradimo svoj put natrag do onih 10%.
04:01
Also, remarkably, in the fourth quarter,
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Značajno je, da je u četvrtom kvartalu
04:03
spending dropped to its lowest level in 62 years,
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potrošnja pala na najnižu razinu u 62
godine,
godine,
04:07
almost a 3.7 percent decline.
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što je pad od gotovo 3,7%
04:10
Visa now reports that more people are using debit cards
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Visa javlja da više ljudi koristi debitne
04:12
than they're using credit cards.
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nego kreditne kartice.
04:14
So we're starting to pay for things with money that we have.
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Znači počeli smo plaćati novcem koji imamo.
04:17
And we're starting to be much more careful
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I počeli smo biti puno pažljiviji
04:19
about how we save and how we invest.
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na to kako štedimo i kako investiramo.
04:21
But that's not really the whole story.
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I to nije čitava priča.
04:23
Because this has also been a dramatic time of transformation.
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Jer ovo je i dramatično vrijeme
transformacije.
transformacije.
04:26
And you've got to admit, over the course of the last year and a half,
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I priznajte da su tijekom zadnjih
godinu i
godinu i
04:28
consumers have been doing some pretty weird things.
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pol, potrošači radili čudesne stvari.
04:30
It's been pretty staggering, what we've lived through.
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I to je prilično čudno, kroz što smo
prošli
prošli
04:33
If you take into account 80 percent of all Americans
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Ako uzmete u obzir da je 80% Amerikanaca
04:35
were born after World War II,
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rođeno nakon 2. svjetskog rata,
04:37
this is essentially our Depression.
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to je, zapravo, naša Depresija.
04:39
And so, as a result, some crazy things have happened.
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Pa su se kao rezultat desile neke lude
stvari.
stvari.
04:42
I'll give you some examples. Lets talk about dentists,
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Dat ću vam neke primjere. Recimo, zubari,
04:44
vasectomies, guns and shark attacks. Okay?
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sterilizacija muškaraca, oružje i napadi
morskih pasa. U redu?
morskih pasa. U redu?
04:48
(Laughter)
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(Smijeh)
04:50
Dentists report molars,
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Zubari izvještavaju o kutnjacima,
04:52
you know, people grinding their teeth, coming in
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znate ljudi škrguću zubima, dolaze i
04:54
and reporting the fact that they've had stress.
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govore o tome kako su pod stresom.
04:56
And so there is an increase in people having to have their fillings replaced.
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I postoji povećan broj ljudi kojima treba
zamijeniti plombe.
zamijeniti plombe.
04:59
Guns, gun sales, according to the FBI,
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Oružje, prodaja oružja, prema FBI-u,
05:01
who does background checks, are up almost 25 percent since January.
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koji istražuje i provjerava, je narasla
skoro 25% od siječnja.
skoro 25% od siječnja.
05:06
Vasectomies are up 48 percent,
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Sterilizacije su porasle 48%,
05:08
according to the Cornell institute.
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prema institutu Cornell.
05:10
And lastly, but a very good point,
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Na kraju stvarno dobar podatak
05:13
hopefully not related to the former point I just made,
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koji, nadam se, nije povezan s prošlim,
05:15
which is that shark attacks are at their lowest level from 2003.
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da su napadi morskih pasa na najnižoj
razini od 2003.
razini od 2003.
05:18
Does anybody know why?
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Zna li itko zašto?
05:22
No one is at the beach. So there is a bright side to everything.
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Nema nikoga na plažama, pa postoji
svijetla strana svega
svijetla strana svega
05:25
But seriously, what we see happening,
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No, ozbiljno, ono što vidimo da se događa
05:27
and the reason I want to stress that the consumer is not in retreat,
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i razlog zbog kojeg želim naglasiti da
potrošnja nije posustala
potrošnja nije posustala
05:30
is that this is a tremendous opportunity
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je da je ovo silna prilika
05:32
for the consumer who drove us into this recession
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da nas potrošnja koja nas je i dovela u
05:35
to lead us right back out.
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recesiju, izvuče i iz nje.
05:37
And what I mean by that is that we can move from mindless consumption
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Ono što pod time mislim je da se trebamo
maknuti iz besmislene
maknuti iz besmislene
05:40
to mindful consumption. Right?
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u promišljenu potrošnju. Je li tako?
05:43
If you think about the last three decades,
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Ako zamislite posljednja tri desetljeća,
05:46
the consumer has moved from savvy about marketing in the '90s,
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potrošači su se pomakli od opreza s
marketingom u 90-ima
marketingom u 90-ima
05:50
to gathering all these amazing social and search tools in this decade,
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do korištenja svih društvenih mreža i
tražilica u ovom desetljeću.
tražilica u ovom desetljeću.
05:54
but the one thing that has been holding them back is the ability to discriminate.
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i jedino što ih je sputavalo je
sposobnost razlikovanja.
sposobnost razlikovanja.
05:57
By restricting their demand, consumers can actually
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Ograničavajući potražnju, potrošači
05:59
align their values with their spending,
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prilagođavaju svoje vrijednosti
mogućnostima trošenja
mogućnostima trošenja
06:02
and drive capitalism and business
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i usmjeravaju kapitalizam i poslovanje
06:04
to not just be about more, but be about better.
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da ne bude sve oko više već oko bolje.
06:06
We're going to explain that right now.
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Objasnit ću vam to sada.
06:09
Based on Y&R's BrandAsset Valuator,
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Temeljem Y&R procjene vrijednosti marke,
06:11
proprietary tool of VML and Young & Rubicam,
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alatom u vlasništvu VML i Young & Rubicam,
možemo
možemo
06:14
we set out to understand what's been happening in the crisis
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razumijeti što se tijekom krize događa
06:16
with the consumer marketplace.
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s tržištem potrošača.
06:19
We found a couple of really interesting things.
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I pronašli smo par interesantnih stvari.
06:21
We're going to go through four value-shifts that we see
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Proći ćemo kroz četiri promjene
vrijednosti koje
vrijednosti koje
06:24
driving new consumer behaviors,
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upravljaju ponašanjem potrošača i
06:26
that offer new management principles.
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nude nova načela upravljanja.
06:28
The first cultural value shift that we see is this tendency
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Promjena kulturnih vrijednosti je
tendencija
tendencija
06:30
toward something we call liquid life.
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prema nečemu što nazivamo
"likvidni život".
"likvidni život".
06:32
This is the movement from Americans defining their success
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To je pokret Amerikanaca koji svoj uspjeh
definiraju
definiraju
06:35
on having things to having liquidity,
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sposobnošću održavanjem likvidnosti
06:38
because the less excess that you have around you,
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jer što je manje viška novca oko vas,
06:40
the more nimble and fleet of foot you are.
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pokretniji ste i okretniji.
06:43
As a result, déclassé consumption is in.
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Kao rezultat nastupa skromna potrošnja.
06:45
Déclassé consumption is the whole idea that spending money
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Skromna potrošnja zapravo govori da
trošenje novca
trošenje novca
06:48
frivolously makes you look a little bit anti-fashion.
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bez razmišljanja više nije moderno.
06:52
The management principle is dollars and cents.
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Načelo upravljanja su dolari i centi.
06:54
So let's look at some examples of this déclassé
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Pogledajmo neke primjere skromnog
06:56
consumption that falls out of this value.
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trošenja koji su izvan te kategorije.
06:59
First things is we see something must be happening when
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Mi vidimo da se nešto događa kad
07:01
P. Diddy vows to tone down his bling.
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P. Diddy namjerava smanjiti svoje račune.
07:03
(Laughter)
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(Smijeh)
07:04
But seriously, we also have this phenomenon
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Ozbiljno, mi taj fenomen imamo i na
07:06
on Madison Avenue and in other places,
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Aveniji Madison i drugim mjestima,
07:08
where people are actually walking out of luxury boutiques
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gdje ljudi iz luksuznih trgovina
07:11
with ordinary, sort of generic
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izlaze s običnim, čak i neoznačenim
07:13
paper bags to hide the brand purchases.
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vrećicama i kriju kupljene marke.
07:15
We see high-end haggling in fashion today.
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Svjedoci smo cjenkanja u modi,
07:18
High-end haggling for luxury and real estate.
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cjenkanja za luksuznu robu i nekretnine.
07:21
We also see just a relaxing of ego,
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Također smo svjedoci opuštanja ega,
07:23
and sort of a dismantling of artifice.
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i povratka pravim vrijednostima.
07:25
This is a story on the yacht club
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Ovo je priča o jedriličarskom klubu
07:27
that's all basically blue collar.
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čiji su članovi radnici.
07:29
Blue-collar yacht club, where you can join the yacht club,
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Jedriličarski klub kome se možete
pridružiti
pridružiti
07:31
but you've got to work in the boat yard,
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i morate raditi u brodskoj radionici
07:33
as sort of condition of membership.
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ako želite dobiti pristupnicu.
07:35
We also see the trend toward
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Također vidimo i trend prema
07:37
tourism that's a little bit more low key. Right?
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turizmu koji je na malo nižim granama,
zar ne?
zar ne?
07:40
Agritourism, going to vineyards and going to farms.
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Seoski turizam, odlasci u vinograde i
na gazdinstva.
na gazdinstva.
07:43
And then we also see this movement forward from dollars and cents.
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I vidimo također taj odmak od novca.
07:46
What businesses can do to connect
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Što poslovanje može uraditi za spajanje s
07:48
with these new mindsets is really interesting.
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takvim razmišljanjem je zaista zanimljivo.
07:50
A couple things that are kind of cool.
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Par stvari koje su zaista kul.
07:52
One is that Frito-Lay figured out this liquidity thing
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Frito-Lay je shvatio ovaj dio s
likvidnošću
likvidnošću
07:54
with their consumer.
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svojih klijenata.
07:56
They found their consumer had more money at the beginning of the month,
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Njihovi kupci imaju više
novca početkom
novca početkom
07:58
less at the end of the month. So what they did
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mjeseca, a manje na kraju, pa su
08:00
is they started to change their packaging.
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počeli zamjenjivati pakiranja.
08:02
Larger packs at the beginning of the month, smaller packaging
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Veća pakiranja na početku, manja
pakiranja
pakiranja
08:04
at the end of the month.
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na kraju mjeseca.
08:06
Really interestingly, too, was the San Francisco Giants.
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Također zaista zanimljivi su i San
Francisco Giants.
Francisco Giants.
08:09
They've just instituted dynamic pricing.
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Upravo su uveli dinamične cijene.
08:12
So it takes into account everything from the pitcher match-ups,
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One u obzir uzimaju usporedbe bacača
lopti,
lopti,
08:14
to the weather, to the team records,
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vrijeme, podatke o timu,
08:17
in setting prices for the consumer.
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kako bi odredili cijene za kupce.
08:19
Another quick example of these types of movements is
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Još jedan kratki primjer ovakvih promjena
08:22
the rise of Zynga.
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je rast Zynge.
08:24
Zynga has risen on the consumer's desire
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Zynga je narasla na potrošačevoj želji
08:26
to not want to be locked in to fixed-cost.
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da ne bude ograničen fiksnim troškovima.
08:29
Again, this theme is about variable cost, variable living.
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Važni su prilagodljivi troškovi i život.
08:31
So micropayments have become huge.
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Mikro plaćanja su postala zaista važna.
08:33
And lastly, some people are using Hulu
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Neki ljudi koriste Hulu
08:36
actually as a device to get rid of their cable bill.
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kao sredstvo bijega računa za kabelsku.
08:38
So, really clever ideas there
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Sve su to pametne ideje koje su počele
08:40
that are kind of being taken ahold and marketers are starting to understand.
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hvatati maha, a marketingaši ih
počinju razumijevati.
počinju razumijevati.
08:43
The second of the four values
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Druga od naše četiri vrijednosti
08:45
is this movement toward ethics and fair play.
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je pomak prema etici i fer ponašanju.
08:48
We see that play itself out with empathy and respect.
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Vidimo da se to obično završi s empatijom
i poštovanjem.
i poštovanjem.
08:51
The consumer is demanding it.
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Klijenti to žele.
08:53
And, as a result, businesses must provide
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Rezultat je da poduzeća moraju pružiti
08:55
not only value, but values.
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ne vrijednost, već više njih.
08:57
Increasingly, consumers are looking at the culture of the company,
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Klijenti traže i organizacijsku
kulturu,
kulturu,
08:59
looking for their conduct in the marketplace.
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prateći ponašanje poduzeća na tržištu.
09:02
So, what we see with empathy and respect, lots of really hopeful things
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Ono što vidimo su ohrabrujući događaji
09:04
that have come out of this recession.
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koji su izašli iz ove recesije.
09:06
And I'll give you a few examples.
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Dat ću vam još nekoliko primjera.
09:08
One is the rise toward communities and neighborhoods,
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Jedan je stvaranje zajednica i susjedstava,
09:10
and increased emphasis on your neighbors as your support system.
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s povećanim naglaskom na susjede kao
sustav podrške.
sustav podrške.
09:14
Also a wonderful byproduct of sort of a really lousy thing,
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Jako lijep, sporedan proizvod inače vrlo
ružne
ružne
09:18
which has been unemployment, is a rise in
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nezaposlenosti, je porast
09:20
volunteerism that's been noted in our country.
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volonterskog rada u našoj zemlji.
09:22
We also see the phenomenon --
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Vidimo i fenomen --
09:24
some of you may have "boomerang kids" --
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neki od vas možda imaju "bumerang djecu" --
09:26
these are "boomerang alumni,"
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to su "bumerang alumni",
09:28
where universities are actually reconnecting with alumni
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gdje se sveučilišta ponovno povezuju sa
diplomantima
diplomantima
09:30
in helping them with jobs, sharing skills and retraining.
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i pomažu im da pronađu posao, dijeleći
vještine i vježbajući ih.
vještine i vježbajući ih.
09:34
We also talked about character and professionalism.
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Govorili smo o karakteru i profesionalizmu.
09:36
We had this miracle on the Hudson in New York City, you know, in January,
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Dogodilo se čudo na rijeci Hudson u New
Yorku u siječnju
Yorku u siječnju
09:40
and suddenly Sully has become a key name on Babycenter.
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i Sully je postalo najvažnije ime na
Babycenter portalu.
Babycenter portalu.
09:44
(Laughter)
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(Smijeh)
09:45
So, from a value and values standpoint,
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Dakle ono što poduzeća mogu učiniti sa
09:47
what companies can do is connect in lots of different ways.
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stanovišta vrijednosti je povezati se na
mnogo različitih načina.
mnogo različitih načina.
09:50
Microsoft is doing something wonderful.
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Microsoft radi nešto zaista čudesno.
09:52
They are actually vowing to retrain two million Americans with I.T. training,
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Privlače na školovanje iz informatike
gotovo 2 milijuna Amerikanaca
gotovo 2 milijuna Amerikanaca
09:56
using their existing infrastructure to do something good.
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koristeći postojeću infrastrukturu da
naprave nešto dobro.
naprave nešto dobro.
09:59
Also a really interesting company is Gore-Tex.
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Vrlo zanimljivo poduzeeće je Gore-Tex
10:02
Gore-Tex is all about personal accountability
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U Gore-Tex-u se sve vrti oko osobne
odgovornosti,
odgovornosti,
10:04
of their management and their employees,
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njihovih menadžera i radnika,
10:06
to the point where they really kind of shun the idea of bosses.
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čak dotle da izbjegavaju pojam šef.
10:10
But they also talk about the fact that
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I govore o činjenici da
10:12
their executives, all of their expense reports
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njihovi izvršni direktori stavljaju
izvještaje o svojim troškovima
izvještaje o svojim troškovima
10:14
are put onto their company intranet for everyone to see.
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na intranet poduzeća kako bih svatko mogao
vidjeti.
vidjeti.
10:17
Complete transparency.
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Potpuna transparentnost.
10:19
Think twice before you have that bottle of wine.
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Promislite još jednom prije nego kupite tu
bocu vina.
bocu vina.
10:22
The third of the four laws of post-crisis consumerism
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Treće od četiri načela post-kriznog
potrošačkog društva
potrošačkog društva
10:25
is about durable living.
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govori o dugotrajnosti života.
10:27
We're seeing on our data that consumers are realizing
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Naši podaci pokazuju da potrošači shvaćaju
10:29
this is a marathon, not a sprint.
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da trčimo maraton, a ne sprint.
10:31
They are digging in. And they're looking for ways to extract value
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Oni istražuju, pronalaze načine kako
izvući vrijednost
izvući vrijednost
10:33
out of every purchase that they make.
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iz svake narudžbe koju su napravili.
10:36
Witness the fact that Americans are holding on to their cars
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Svjedočimo da Amerikanci svoje automobile
10:38
longer than ever before,
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zadržavaju dulje nego prije,
10:40
9.4 years on average, in March. A record.
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9,4 godine u prosjeku, u ožujku. Rekord.
10:44
We also see the fact that libraries have become
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Također vidimo podatak da su knjižnice
postale
postale
10:46
a huge resource for America.
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ogroman izvor za Ameriku.
10:48
Did you know that 68 percent of Americans
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Jeste li znali da 68% Amerikanaca sada
10:50
now carry a library card?
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ima člansku iskaznicu?
10:52
The highest percentage ever in our nation's history.
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Najviši postotak u povijesti našeg naroda.
10:54
So what you see in this trend is also
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Ono što vidite u ovom trendu je i
10:56
the accumulation of knowledge.
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akumulacija znanja.
10:58
Continuing education is up.
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Nastavak obrazovanja je u porastu.
11:00
Everything is focused on betterment, and training,
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Sve je fokusirano na poboljšanje i vježbu,
11:02
and development and moving forward.
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razvoj i napredak.
11:04
We also see a big DIY movement.
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Također vidimo velik sam-svoj-majstor
pokret.
pokret.
11:07
I was fascinated to learn that 30 percent
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Bio sam očaran kad su mi rekli da su 30%
11:10
of all homes in America are actually built by owners.
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svih kuća u Americi sagradili njihovi
vlasnici.
vlasnici.
11:13
That includes cottages and the like. But 30 percent.
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Uključene su kolibe i nastambe. Ali 30%.
11:16
So, people are getting their hands dirty. They are rolling up their sleeves.
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Dakle, ljudi su se primili posla.
Zasukali rukave.
Zasukali rukave.
11:18
They want these skills.
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Žele biti vješti.
11:20
We see that with the phenomenon of raising backyard
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Sličan fenomen vidimo u dvorištima
11:22
hens and chickens and ducks. And when you work out the math,
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uzgajanjem kokoši, pilića i pataka. I kada
izračunate
izračunate
11:25
they say it doesn't work, but the principle is there
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kažu da se ne isplati, no poštuje se
načelo
načelo
11:27
that it's about being sustainable and taking care of yourself.
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o održivosti i brizi za samog sebe.
11:31
And then we look at the High Line in New York City,
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Pogledajte park High Line u New Yorku.
11:33
an excellent use of reimagining
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odlično korištenje prenamjene
11:35
existing infrastructure for something good, which is
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postojeće infrastrukture za nešto dobro,
11:37
a brand new park in New York City.
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pa imamo novi park u New Yorku.
11:39
So, what brands can do, and companies,
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Marke i poduzeća mogu
11:41
is pay dividends to consumers,
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isplatiti dividendu klijentima.
11:43
be a brand that lasts,
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i biti marke koje traju,
11:45
offer transparency, promise you're going to be there beyond today's sale.
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nude transparentnost, obećanje da će
trajati dulje od današnje rasprodaje.
trajati dulje od današnje rasprodaje.
11:48
Perfect example of that is Patagonia.
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Odličan primjer takve marke je Patagonije.
11:51
Patagonia's Footprint Chronicles basically
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Njihov Footprint Chronicles zapravo
11:53
goes through and tracks every product that they make,
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prati i prolazi kroz svaki proizvod koji
su napravili
su napravili
11:56
and gives you social responsibility,
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daje vam društvenu odgovornost
11:58
and helps you understand the ethics
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i pomaže razumijeti etiku
12:00
that are behind the product that they make.
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koja je iza proizvoda koji su napravili.
12:02
Another great example is Fidelity.
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Sljedeći dobar primjer je Fidelity.
12:04
Rather than instant cash-back rewards on your credit or debit purchases,
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Umjesto trenutačnog povrata novca na vaš
bankovni račun
bankovni račun
12:07
this is about 529 rewards
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oni uvode nagrađivanje 529
12:09
for your student education.
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za obrazovanje studenata.
12:12
Or the interesting company SunRun.
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Ili zanimljivo poduzeće SunRun.
12:14
I love this company. They've created a consumer collective
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Volim to poduzeće. Stvorili su zajednicu
potrošača
potrošača
12:17
where they put solar panels on households
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koji postavljaju solarne panele na krov
12:20
and create a consumer-based utility,
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pa potrošači stvaraju komunalnu uslugu
12:22
where the electricity that they generate is basically
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pri čemu se struja koju stvaraju
12:24
pumped back out into the marketplace.
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uključuje u tržište.
12:26
So, it's a consumer driven co-op.
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To je zadruga potrošača.
12:28
So, the fourth sort of post-crisis consumerism that we see
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Četvrto načelo s kojim se susrećemo
12:31
is this movement about return to the fold.
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je pokret povratka paketu.
12:34
It's incredibly important right now.
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I jako je važan upravo sad.
12:36
Trust is not parceled out, as we all know.
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Povjerenje, kao što svi znamo, ne možemo
razdijeliti.
razdijeliti.
12:39
It's now about connecting to your communities,
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Radi se o povezivanju sa vašim zajednicama,
12:41
connecting to your social networks.
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povezivanju s vašim društvenim mrežama.
12:43
In my book I talked about the fact that 72 percent
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U svojoj knjizi govorim o tome da 72%
12:45
of people trust what other people say
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vjeruje ono što drugi ljudi govore
12:47
about a brand or a company, versus 15 percent on advertising.
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o marki ili poduzeću, nasuprot 15%
vjerovanja reklamama.
vjerovanja reklamama.
12:50
So, in that respect,
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U tom smislu
12:52
cooperative consumerism has really taken off.
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zadružna potrošnja je uzela maha.
12:54
This is about consumers working together
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I potrošači rade zajedno
12:56
to get what they want out of the marketplace.
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kako bi dobili ono što žele od tržišta.
12:58
Let's look at a couple of quick examples.
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Pogledajmo par kratkih primjera.
13:00
The artisanal movement is huge.
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Zanatlijski pokret je ogroman.
13:02
Everything about locally derived products and services,
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Lokalno napravljeni proizvodi i usluge
13:05
supporting your local neighborhoods,
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podržavaju okolno susjedstvo
13:07
whether it's cheeses, wines and other products.
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bez obzira radi li se o sirevima, vinima
ili drugim proizvodima.
ili drugim proizvodima.
13:10
Also this rise of local currencies.
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Stvaranje lokalnih valuta.
13:13
Realizing that it's difficult to get loans in this environment,
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Shvaćajući da je teško dobiti kredit u
ovakvom okruženju
ovakvom okruženju
13:15
you're doing business with people you trust,
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poslujete s ljudima kojima vjerujete
13:17
in your local markets.
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na vašem lokalnom tržištu.
13:19
So, this rise of this sort of local currency
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Stvaranje lokalnih valuta
13:21
is another really interesting phenomenon.
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je još jedan zanimljiv fenomen.
13:23
And then they did a recent report
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U nedavnom izvještaju
13:25
I thought was fascinating.
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koji je očaravajuć.
13:27
They actually started, in certain communities in the United States,
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Zapravo su, u pojedinim zajednicama u
SAD-u,
SAD-u,
13:29
start to publish people's electricity usage.
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počeli objavljivati potrošnju struje
pojedinaca.
pojedinaca.
13:32
And what they found out is when that was available for public record,
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I primijetili su da od objavljivanja tih
podataka
podataka
13:35
the people's electricity usage in those communities dropped.
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potrošnja struje u tim zajednicama pada.
13:39
Then we also look at the idea of cow-pooling,
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Imamo i ideju zajedničke krave
13:42
which is the whole phenomenon of consumers
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koja je fenomen pri kojem se potrošači
13:44
organizing together
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zajedno organiziraju
13:46
to buy meat from organic farms
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i kupuju meso iz organskog uzgoja
13:48
that they know is safe and controlled in the way that they want it to be controlled.
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za koje znaju da je sigurno i kontrolirano
na način na koji oni to žele.
na način na koji oni to žele.
13:52
And then there is this other really interesting movement
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I još jedan zanimljiv pokret
13:54
that's happened in California, which is about carrot mobs.
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pohvalne gomile koji je započeo u
Kaliforniji. Tradicionalni
Kaliforniji. Tradicionalni
13:57
The traditional thing would be to boycott right?
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način bi bio bojkot određenih poduzeća.
13:59
Have a stick? Well why not have a carrot?
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Kaznite štapom. Pohvalite ga,
dajte mu mrkvu.
dajte mu mrkvu.
14:01
So these are consumers organizing, pooling their resources
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Ovi potrošači su organizirani, ujedinjuju
svoje resurse
svoje resurse
14:05
to incentify companies to do good.
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kako bi nagradili poduzeća koja su
dobra.
dobra.
14:08
And then we look at what companies can do.
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Onda gledamo što poduzeće radi.
14:11
This is all the opportunity about being a community organizer.
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Sve su to mogućnosti jedne organizirane
zajednice.
zajednice.
14:14
You have to realize that you can't fight and control this.
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Morate shvatiti, protiv toga se ne možete
boriti i kontrolirati.
boriti i kontrolirati.
14:17
You actually need to organize it.
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U stvari trebate tako nešto organizirati.
14:19
You need to harness it. You need to give it meaning.
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Morate to upregnuti, dati mu značenje.
14:21
And there is lots of really interesting examples here
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Ima još zanimljivih primjera
14:23
that we see.
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koje vidimo.
14:25
First is just the rise of the fact that
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Prvi je činjenica da je
14:27
Zagat's has actually moved out of
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Zagat's, zapravo, prestao
14:29
and diversified from rating restaurants,
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procjenjivati restorane i postao
prepoznatiljiv
prepoznatiljiv
14:32
into actually rating healthcare.
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po procjeni brige za zdravlje.
14:34
So what credentials does Zagat's have?
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Kakve preporuke Zagat's ima
14:36
Well, they have a lot, because it's their network of people. Right?
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Ima prilične, jer je on mreža ljudi,
zar ne?
zar ne?
14:39
So that becomes a very powerful force for them
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I to je njihova vrlo velika snaga
14:41
to make their brand more elastic.
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koja njihovu marku čini elastičnijom.
14:44
Then you look at the phenomenon of Kogi.
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Tu je i fenomen Kogi-ja.
14:47
This Kogi doesn't exist. It's a moving truck. Right?
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Kogi ne postoji. To je pokretni kamion.
14:50
It's a moving truck through L.A., and the only way you can find it
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To je kamion koji se kreće kroz L. A. i
jedini način da ga pronađete
jedini način da ga pronađete
14:52
is through Twitter.
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je pomoću Twittera.
14:54
Or you look at Johnson & Johnson's Momversations.
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Pogledajte Johnson & Johnson Momversations.
14:59
A phenomenal blog that's been built up.
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Fenomenalno napravljeni blog.
15:01
Where J&J basically is tapping into
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S njim J&J zapravo koristi
15:03
the power of mommy bloggers,
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snagu mama blogerica
15:05
allowing them to basically create a forum
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dozvoljavajući im da kreiraju forum
15:08
where they can communicate and they can connect.
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na kojem mogu komunicirati i povezati se.
15:10
And it's also become a very, very valuable
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Istovremeno je to vrlo, vrlo vrijedan
15:12
sort of advertising revenue for J&J as well.
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način zarade od reklama za J%J.
15:15
This plus the fact that you've got
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To i činjenica da imate i
15:17
phenomenal work from CEOs
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fenomenalan rad CEO-a
15:19
from Ford to Zappos, connecting on Twitter,
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od Forda do Zapposa koji komuniciraju
Twitterom
Twitterom
15:21
creating an open environment,
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stvarajući otvorenu okolinu
15:23
allowing their employees to be part of the process,
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dozvoljavajući radnicima da budu dio
procesa
procesa
15:26
rather than hidden behind walls.
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umjesto da ih skrivaju iza zidova.
15:28
You see this rising force in sort of
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Vidite, to je neka rastuća snaga
15:30
total transparency and openness that companies are starting to adopt,
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potpune transparentnosti i otvorenosti koju
poduzeća počinju prihvaćati
poduzeća počinju prihvaćati
15:33
all because the consumer is demanding it.
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jer ju potrošači zahtijevaju.
15:36
So, when we look at this and we step back,
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Pa kad pogledamo sve to i odmaknemo se
15:38
what I believe is that the crisis that exists today
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vjerujem da kriza koja danas postoji
15:40
is definitely real.
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je zaista stvarna.
15:42
It's been tremendously powerful for consumers.
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I nevjerojatno je snažna za potrošače.
15:45
But, at the same time, this is also a tremendous opportunity.
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I istovremeno je nevjerojatna prilika.
15:48
And the Chinese character for crisis
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Znak u kineskom pismu za krizu
15:50
is actually the same side of the same coin.
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je zapravo ista strana istog novčića
15:53
Crisis equals opportunity.
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Kriza je prilika.
15:55
What we're seeing with consumers right now
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Ono što vidimo kod potrošača je
15:57
is the ability for them to actually
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njihova sposobnost da
15:59
lead us forward out of this recession.
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nas povedu iz recesije.
16:01
So, we believe that values-driven spending
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Stoga vjerujemo da potrošnja temeljena na
vrijednostima
vrijednostima
16:03
will force capitalism to be better.
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će prisliti kapitalizam da bude bolji.
16:06
It will drive innovation.
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Pokrenut će inovacije.
16:08
It will make longer-lasting products. It will
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Proizvoditi dugotrajne proizvode. Stvorit
16:10
create better, more intuitive customer service.
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će bolje, intuitivnije usluge potrošačima.
16:12
It will give us the opportunity to connect with companies
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Dat će nam mogućnost da se povežemo s
poduzećima
poduzećima
16:15
that share the values that we share.
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koja dijele vrijednosti koje i mi dijelimo.
16:17
So, when we look back and step out at this
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Pa kad pogledamo unatrag i odmaknemo se
16:19
and see the beginning of these trends
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i vidimo početak tih trendova
16:21
that we're seeing in our data,
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koje vidimo u našim podacima
16:23
we see a very hopeful picture for the future of America.
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vidimo sliku punu nade za budućnost
Amerike.
Amerike.
16:25
Thank you very much.
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Hvala vam najljepša.
16:27
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
John Gerzema - Marketing whizJohn Gerzema uses data, analysis and decades of experience to identify trends and develop daring new approaches to advertising.
Why you should listen
John Gerzema has spent his career creating and guiding the brand strategies of many of our household names: McDonald's, BMW, Coca-Cola, United Airlines, Holiday Inn and more. Today, as Chief Insights Officer for marketing giant Young & Rubicam, he combines his expertise with the information reaped from Y&R's Brand Asset Valuator (an enormous database of brands) to understand and anticipate change in the intricate world of commerce.
Gerzema is co-author of The Brand Bubble, a new book that advocates change as the best strategy for brand management in today's market. This is not his first avant-garde move either -- he was one of the early adopters of account planning in American advertising, a method that places the consumer front and center in the branding process. After speaking at TEDxKC, Gerzema penned a second book called Spend Shift based on the premises of his talk on the changing habits of the post-crisis consumer.
John Gerzema | Speaker | TED.com