萬博宣偉：全球發展趨勢下的新人文主義(英文版)(12頁).pdf

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1、CONNECTING THE TRENDS: NEW HUMANITY UNDERNEATH IT ALL INTRODUCTION Spanning twelve months of research, Weber Shandwick identified 24 key global trends impacting the communications sector and the larger movement underpinning them all. Connecting The Trends: New Humanity outlines the rising need for t

2、angible, human-led experiences driving todays stakeholders. Its likely our world has never undergone such a sustained period of drastic transformation as its seen over the past ten years. From the widespread shift to video-based content, to pronounced shifts in politics, to a seemingly unstoppable o

3、nslaught of new consumer technologies, we presently exist in a veritable whirlwind of shifting concepts and developments. For communicators, such high-velocity innovation can represent many difficulties. Even as one trend or development is fully grasped and leveraged, several more may arise to compl

4、icate matters. Connecting The Trends: New Humanity is an in-depth assessment of what threads are connecting and motivating todays transformations. And, in 2019, it seems many may have grown tired of the whirlwind. Across all of the trends presently impacting brand communications, there exists a clea

5、r and unifying theme: a demand for tangible, human-led authenticity. In many ways, its a logical development. Weber Shandwicks 2018 global research survey repeatedly reinforced that community purpose was an increasingly vital part of contemporary business communications. Across global research cover

6、ing government policy, consumer activism and conscious crowdsourcing, the message was abundantly clear. “Whether discussing the need for greater engagement in the social media habits of CEOs or examining global economies, research keeps coming back to the crucial importance of values and purpose. Ha

7、ving a purpose beyond profit seems to be growing into the most valuable asset in the global marketplace. Not in an abstract, romantic sense but in a concrete, fiscal sense.” 2018 Trends: What The Research Says 2 Connecting The Trends: New Humanity Introduction In 2019, the value of purpose beyond pr

8、ofit remains high. However, stakeholders are increasingly seeking a tangible experience of that sense of purpose. Furthermore, an experience catered to them and their needs, as opposed to an experience they need to seek out or tolerate by necessity. Its not enough for stakeholders to hear about a se

9、nse of purpose. They need to feel the difference. “Right now, its less about creating a series of messages to connect with a particular audience and more about creating a series of connected, personal experiences. A series of experiences that creates a space wherein a stakeholder feels more safe; mo

10、re in control,” says Ian Rumsby, chair, strategy, Asia Pacific. “In a transformational era such as ours, giving stakeholders a sense of enhanced control is one of the biggest drivers of behaviour.” While such shifts are often presumed to apply largely to consumers, the majority of trends suggests th

11、is new reality is currently being experienced throughout all aspects of the global communications framework. Professionals, for example, are seeking a more tangible, human-led relationship with their employer brands. Business-to-Business services are growing increasingly more individualised. The tra

12、nsformation can be seen most clearly in the ongoing explosion of trends within three key areas of global industry: Digital Gets Physical; Diversity, Equity and Care a line from the concrete, actual world to the fluid, virtual one. And, at many times, that would be an accurate reading. But, not anymo

13、re. “Physical versus digital is no longer a clear-cut definition,” says Hugh Baillie, president, X Practice, APAC 13% of those films were released in 2018. Of those, 60% were headlined or directed by people of colour. By contrast, over 80% of the total 39 were directed by white men. The highest gros

14、sing (non-sequel) film of 2019 so far, is headlined and co-directed by a woman. From a pop-culture standpoint, mainstream audiences have never been more receptive to diverse stories and creators. However, like many trends, such a development is merely symptomatic of a much larger shift. Worldwide, n

15、ew and influential audiences are emerging at an accelerated rate and helping drive transformation across a variety of industries and markets. The broadest and most significant of these new audiences are generational shifts. By 2020, Millennials will have more spending power than any other generation

16、; approximately US$13 trillion worldwide. Its currently projected Millennials will represent the most economically significant generation until at least 2035, if not longer. Concurrently, Generation Z are experiencing their own commercial advent. Loosely identified as those born between the mid-1990

17、s and mid-2000s, Generation Z consumers currently make up 26% of the population and have a global spending power of roughly US$44 billion. In 2019, Generation Z will grow to encompass a third of the global population. “Brands, organisations, and companies in general are very much trying to understan

18、d Millennials and Generation Z,” says Vanessa Ho, chair, client services, Asia Pacific. GENERATION Z Concurrently, Generation Z are experiencing their own commercial advent. Loosely identified as those born between the mid-1990s and mid-2000s, Generation Z consumers currently make up 26% of the popu

19、lation and have a global spending power of roughly US$44 billion. In 2019, Generation Z will grow to encompass a third of the global population. Statistics: Bloomberg, Gen Z Is Set to Outnumber Millennials Within a Year, 2018 6 Connecting The Trends: New Humanity Diversity, Equity a growth driven pr

20、edominantly by Generation Z and Millennials. Similarly, the global travel sector is currently adapting to the rise of influential new demographics. As we approach 2020, for example, its expected Muslims will spend over US$157 billion worldwide on travel and tourism with most of those travellers bein

21、g Millennials. The most significant development, however, is a general push for diverse representation across all sectors. While Generation Z and Millennials may differ in areas like modes of media consumption, their socio-political values are largely aligned, especially around matters of diversity.

22、 This doesnt just translate to consumer behaviours but also to talent considerations for businesses. “Reputation building is classically built on several dimensions: having high quality products/services, strong financial performance, deep talent, authentic leadership, sustainable corporate responsi

23、bility, global effectiveness and innovativeness. Recently, several new factors have emerged,” explains Leslie Gaines-Ross, chief reputation strategist, global. “One of the more significant is a companys commitment to diversity and inclusion.” “Reputation building is classically built on several dime

24、nsions: having high quality products/services, strong financial performance, deep talent, authentic leadership, sustainable corporate responsibility, global effectiveness and innovativeness.” Leslie Gaines-Ross, Chief Reputation Strategist, Global Connecting The Trends: New Humanity Diversity, Equit

25、y 50% of whom would leave their current role for a position that allowed them to work remotely on a regular basis. 20172022 GLOBAL HEALTHCARE SPENDING From a brand perspective, investing in healthcare is a logical step. From 2017 to 2022, its expected global healthcare spending will grow by approxim

26、ately US$3 trillion. However, its important to note that such spending is largely being driven by a deeper attitude shift in terms of health and wellbeing on the part of consumers and professionals. US$3 Trillion Connecting The Trends: New Humanity Care & Support 9 THE NEW HEALTHCARE PERSPECTIVE Eve

27、n within more traditional work spaces, employees are looking to employers who champion values and provide safe, civil environments for their people. Our surveys on civility from both 2017 and 2018 have found that most Americans view their workplace as a sole bastion of civility in an increasingly un

28、civil world. “Without a doubt, the emphasis on health and well-being is impacting the workplace and not just health-oriented spaces,” says Gaines-Ross. “Many companies are focused on building cultures that provide better work/life balance, longer maternity/paternity leave, time off for tending to el

29、ders, stress reduction activities such as yoga and meditation classes, exercise opportunities, etcetera.” Across the board, consumers and professionals are less and less inclined to compromise or deprioritise their values or wellbeing. The majority of todays demographics are seeking out brands, orga

30、nisations and technologies that demonstrably (and consistently) care for their wellbeing and that of the world around them. Its why 2019 has been dubbed the year of plant-based meats. CO-WORKING SPACES Its a shift that can be seen in the increasing popularity of co-working spaces. From 2014 to 2017,

31、 the amount of co-working space in Asia Pacific grew by an average of 150%. As brands seek to build stronger, more lasting relationships with their employees, new spaces and concepts are emerging to facilitate more flexible working arrangements. 10 Connecting The Trends: New Humanity Care & Support

32、Grew by 150% ALL IN THE MIX CONCLUSION Taking all of the data in its entirety, its emphatically clear: stakeholders across the world are desperate for more tangible, human-led experiences. Whether thats in the retail space, from their healthcare providers, from their technology, or from their employ

33、ers. Whatever our context, we are all seeking a New Humanity. In some ways, its a search for authenticity in a world recently typified by misinformation and uncertainty. Or, a need for genuine connection after a decade of increasingly abstracted relationships. However, the crucial differentiator of

34、the phenomenon is its universality. Its not a discreet outcome of a specific trend or region but a reflection of a larger reality. The impact range of many of the highlighted trends, for example, spans even further than the provided framework. Our collective prioritising of health and wellbeing, by

35、way of demonstration, has been significantly influenced by both new audience developments and shifts in attitudes towards technology. The acceleration of technology has allowed for more ethical consumerism. At the heart, its a very organic need. Amidst a whirlwind of change and transformation, we re

36、ach out to our people to find comfort, security and inspiration. In a new environment, we reach out for a New Humanity. Connecting The Trends: New Humanity Conclusion 11 Trends in Two Minutes is a monthly bulletin from Weber Shandwicks Asia Pacific experts. Each instalment provides an essential over

37、view of a handful of key developments impacting communications in the APAC marketplace. Spanning all sectors, the research behind a single instalment can stretch across hundreds of sources from academia to media to market surveys. Over the past twelve months, Trends in Two Minutes identified 24 key

38、trends in the Asia Pacific communications sector: Connecting The Trends: New Humanity combines the existing research that identified each trend with new findings and insights to outline the global phenomenon motivating each development a widespread need for a new human-led reality. Fighting Fake Dat

39、a with Analytics Transport Innovation in Asia Sleeps New Currency New Travel Demographics Supportive Workplaces Forgetful Consumers The New Retail Space Smart Stadiums Millennials vs Gen Z Blockchain in Asia Pacific Multi-Screen Storytelling Emerging Consumer Healthcare Technology Rise of Esports CE

40、O Activism in Tech Professionals Co-Working Spaces Ethical Consumerism Intuitive Technology The New Digital Backlash Audible Branding Foldable Technology Rising Impact of Automation New Wallets & Cashless Economies Decentralised Influencers AI Consumer Attitudes Leslie Gaines Ross Chief Reputation S

41、trategist, Global lgaines- Ian Rumsby Chair, Australia & Chair, Strategy, APAC Ian.R Daniela Braun Head of Technology, Brazil Hugh Baillie President, XP, APAC & EMEA Emmanuel Caisse Head of Analytics, APAC EC Beth Williams Managing Director, Client Experience, United Kingdom Vanessa Ho Managing Director, Singapore & Chair, Client Services, APAC Ali Grayeli Executive Creative Director, APAC MJ ONeil Digital Content Producer From APAC automation to Generation Zs zenith The Data From So Paulo to Sydney the Weber Shandwick panel /WSAsiaPacWSAsiaPac WSAsiaPac /Company/ Weber-Shandwick