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HumanKind 2012
january




The
Transformation
of Aspiration
HumanKind 2012   The Transformation of Aspiration   january 2012           HumanKind 2012




                                                                   The
                                                                   Transformation
                                                                   of Aspiration
                                                                   A Big Life Of Small Plans

                                                                   Once upon a time, there was a Big Plan. This
                                                                   Big Plan told us that good things would
                                                                   happen if we followed its instructions. All we
                                                                   had to do grow up, go to school, get married,
                                                                   have kids, and climb the corporate ladder.
                                                                   Sadly, the Big Plan died. It was mourned by
                                                                   educated men standing in the unemployment
                                                                   line. Oh well. It was a good run.
                                                                   The end of the Big Plan means that we can’t plan our lives like we used to.
                                                                   There’s no more taking the pain in the short term so we can do fancy things
                                                                   later, like shopping at Whole Foods while wearing white pants. There’s no
                                                                   working hard now to reap rewards in the scheduled future—the bar bands
                                                                   don’t want to play “everybody’s working for the weekend” anymore. Because
                                                                   life isn’t too unpredictable anymore. So we transformed our lives.

                                                                   Our transformations are a reaction—an adaptation—to our environment.
                                                                   And they sound like a bad movie trailer: Imagine a world in which the rich
                                                                   and the poor are suspicious of each other. Where no one is married and no
                                                                   one has a family as we know it. A world where women go to work and men
                                                                   stay home to raise children.

                                                                   Such is America in 2012. We make our own Big Plan to fit our own needs,
                                                                   and damn what anyone else thinks. We enrich our lives from custom-made
                                                                   plans because we know that the good times are not something to look
                                                                   foward to. We recognize opportunities as they pop up and pounce. Now,
                                                                   absent the Big Plan, we don’t want like we used to want. It’s the
                                                                   transformation of aspiration. With our new expectations bolted to the
                                                                   horizon, we make a big life of small plans.




                                                                                      01
HumanKind 2012   The Transformation of Aspiration                    january 2012     HumanKind 2012




  Why
                                                    probably best to file that question under “where to begin.”
                                                    But the real surprise isn’t that we’re sad but the fact that
                                                    we were happy a few short years ago. Traditionally, Americans




     So
                                                    have been optimistic people—even our poor. Not any more.
                                                    Not since the recession.




   Sad,
                                                    Not since income inequality spawned the “Occupy” movement. No matter how
                                                    Occupy’s founding intentions buckle under the professional protesters who
                                                    hijacked its cause, the fall-out is a huge catch phrase. “We are the 99 percent”




  America?
                                                    is raking its fingernails across the chalkboard of the mind, and it’s not going to
                                                    die for a while. That’s why our poor don’t just suspect the system isn’t fair:
                                                    They’ve confirmed it. They know they are powerless to change the system. All
                                                    they can do is find out who will treat them as well as anyone else. The people
                                                    and companies that make everyone feel at home will get somewhere.




                                              02                                             03
HumanKind 2012   The Transformation of Aspiration                    january 2012      HumanKind 2012




                 We Live With
                 Who We Love.                       We make a family in our own image:
                                                    Forty percent of all kids today are born to
                                                    an unwed mother. And it’s no big deal.

                                                    But make no mistake, the idea of the 2.2 kids and the white picket
                                                    fence isn’t extinct. It’s not even on the endangered species list.
                                                    What’s changed is that traditional vision of the family no longer
                                                    serves as a blueprint for us. It’s not an ideal. There is no ideal.

     60%                                            It’s open season on defining what our family should look like.

  of married                                        And yet most of the media has been slow to catch up to the
   couples                                          reality. We’re force-fed a steady diet of traditional family images
live together                                       when we could be bi-racial, single parents, gay, unmarried, or
     first                                          some combination. The companies that hold up a mirror to real
                                                    family life can find affinity from us. Even if we’re the single gay
                                                    parent of an adopted kid of a different race.




                                              04                                               05
HumanKind 2012   The Transformation of Aspiration                   january 2012   HumanKind 2012




                                                         40%
                                                    of kids today
                                                      are born
                                                    to unmarried
                                                        moms




                                              06                                          07
HumanKind 2012               The Transformation of Aspiration   january 2012   HumanKind 2012




Men Aren’t
What
They Used
                                                                                                Men account
                                                                                                  for 2/3 of
                                                                                                recessionary
                                                                                                 job losses



T Be.
 o
of all different kinds. while a lot of
america’s men worship at the temple
of steve mcqueen and peyton manning,
lots of guys are too busy chasing
toddlers with a wet wipe and chiseling
macaroni off the couch.

Sure, there are plenty of our men butchering the
corporate pig to carry home the bacon parts.
But we’re increasingly surrendering that role to
the women in our lives. Women outnumber us in
many professional college degree programs.


They are catching up in earning potential. And we’re
fine with that. If our women are better hunters,
let ’em hunt. Most of us are OK spending our days
at play dates and storytimes. The companies that
implore us to “man up” don’t understand that
masculinity is what we say it is. The companies are
better off showing that men are ever-changing beings
with a variety of identities. We’re sensitive like that.




                                                           08                         09
HumanKind 2012   The Transformation of Aspiration   january 2012   HumanKind 2012




                                                                             78%
                                                                         of men don’t
                                                                          care about
                                                                          traditional
                                                                         gender roles



                                              10                          11
HumanKind 2012   The Transformation of Aspiration          january 2012   HumanKind 2012




Healthy is what we say it is
Americans eat big, bad, and often.                  lunch. It’s an affordable luxury—
That’s not news. What’s news                        something that gives us five
is that almost half of us want                      minutes of happiness amid the
healthy choices on every menu—                      new uncertainty and unhappiness
but only 23 percent actually the                    that surrounds us. We can’t afford
healthy stuff.                                      the big luxuries any more. So we’ll
According to our studies of                         settle for smaller ones—whether
American culture, people are                        it’s food or something else.
increasingly telling us that                        The people who bring us pocket
cheeseburgers taste better than                     size luxuries are going to get some
salad. But choosing to eat poorly                   business from us. Which is why
is a bigger issue, because a                        there’s a “value menu” plastered to
cheeseburger is much more than                      every drive through in the nation.
                                              12                                 13
HumanKind 2012   The Transformation of Aspiration   january 2012   HumanKind 2012




      47%
  want healthy
 food on menus

   but only 23%
      actually
     order the
   healthy stuff




                                              14                          15
HumanKind 2012   The Transformation of Aspiration   january 2012   HumanKind 2012




                                              16                          17
HumanKind 2012   The Transformation of Aspiration                         january 2012   HumanKind 2012




                    Every
                    Consumer
                    Is A Shark.
                    We don’t pay retail anymore.
                                                                                 DIGITAL COUPONS
                    We used to know a guy who
                    knows a guy who knows                                        OUTPACED
                    a guy. But we don’t need                                     NEWSPAPER COUPONS
                    to endure the polyester shirts




                                                                              6:1
                    and and fresh-off-the-truck
                    deals anymore.

                    We have the daily deal in our inbox. There’s a few
                    every day. So we’ll pass on the laser hair removal
                    and wait for the next one. We’re smarter now.
                    We know to be patient and wait for what we
                    want. We know how to sniff out a deal with flash
                    buying, social shopping, and online shopping
                    clubs. So we know how much our business
                    matters. No longer does the cable company
                    doesn’t threaten to cut us off: We threaten to cut
                    them off. The companies that integrate special
                    incentives and deals and loyalty programs to
                    heavy users are going to thrive. And if they don’t,
                    we’ll show no mercy: by ignoring them.




                                              18                                                19
HumanKind 2012   The Transformation of Aspiration   january 2012   HumanKind 2012




                                                       58% follow
                                                         brands
                                                        for deals

                                              20                          21
HumanKind 2012   The Transformation of Aspiration                  january 2012        HumanKind 2012




                 Everyone                           Twenty
                                                    million more
                                                                   That giant number adds up to the populations of New York and Los
                                                                   Angeles combined. And 20 million new smartphones means more of us




                 Knows
                                                    of us are      checking the scores while sitting at the table — or worse. But it also
                                                    going to be    means video chatting in the back of a cab, Facebook updates while the
                                                    smartphone
                                                                   plane is on the runway, watching movies in class, and working on our own



                 There’s An
                                                    users
                                                                   terms. Lots of us have already got a fancy phone and demand a lot from
                                                    in 2012.
                                                                   it. So the people who don’t yet have a smartphone expect a lot. Anything




                 App For That.
                                                                   that comes to our phone had better be useful. We want to deal with
                                                                   companies that bring practical stuff to our phones. If something hits our
                                                                   phone, and it doesn’t make life easier or fun, it’s garbage.




                                              22                                               23
HumanKind 2012   The Transformation of Aspiration        january 2012   HumanKind 2012




                 HumanKind 2012
                 contact:

                 stephen.hahn-griffiths@leoburnett.com
                 tel 312.220.5959




                                              24                               25

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HumanKind 2012: The Transformation of Aspiration

  • 2. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 The Transformation of Aspiration A Big Life Of Small Plans Once upon a time, there was a Big Plan. This Big Plan told us that good things would happen if we followed its instructions. All we had to do grow up, go to school, get married, have kids, and climb the corporate ladder. Sadly, the Big Plan died. It was mourned by educated men standing in the unemployment line. Oh well. It was a good run. The end of the Big Plan means that we can’t plan our lives like we used to. There’s no more taking the pain in the short term so we can do fancy things later, like shopping at Whole Foods while wearing white pants. There’s no working hard now to reap rewards in the scheduled future—the bar bands don’t want to play “everybody’s working for the weekend” anymore. Because life isn’t too unpredictable anymore. So we transformed our lives. Our transformations are a reaction—an adaptation—to our environment. And they sound like a bad movie trailer: Imagine a world in which the rich and the poor are suspicious of each other. Where no one is married and no one has a family as we know it. A world where women go to work and men stay home to raise children. Such is America in 2012. We make our own Big Plan to fit our own needs, and damn what anyone else thinks. We enrich our lives from custom-made plans because we know that the good times are not something to look foward to. We recognize opportunities as they pop up and pounce. Now, absent the Big Plan, we don’t want like we used to want. It’s the transformation of aspiration. With our new expectations bolted to the horizon, we make a big life of small plans. 01
  • 3. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 Why probably best to file that question under “where to begin.” But the real surprise isn’t that we’re sad but the fact that we were happy a few short years ago. Traditionally, Americans So have been optimistic people—even our poor. Not any more. Not since the recession. Sad, Not since income inequality spawned the “Occupy” movement. No matter how Occupy’s founding intentions buckle under the professional protesters who hijacked its cause, the fall-out is a huge catch phrase. “We are the 99 percent” America? is raking its fingernails across the chalkboard of the mind, and it’s not going to die for a while. That’s why our poor don’t just suspect the system isn’t fair: They’ve confirmed it. They know they are powerless to change the system. All they can do is find out who will treat them as well as anyone else. The people and companies that make everyone feel at home will get somewhere. 02 03
  • 4. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 We Live With Who We Love. We make a family in our own image: Forty percent of all kids today are born to an unwed mother. And it’s no big deal. But make no mistake, the idea of the 2.2 kids and the white picket fence isn’t extinct. It’s not even on the endangered species list. What’s changed is that traditional vision of the family no longer serves as a blueprint for us. It’s not an ideal. There is no ideal. 60% It’s open season on defining what our family should look like. of married And yet most of the media has been slow to catch up to the couples reality. We’re force-fed a steady diet of traditional family images live together when we could be bi-racial, single parents, gay, unmarried, or first some combination. The companies that hold up a mirror to real family life can find affinity from us. Even if we’re the single gay parent of an adopted kid of a different race. 04 05
  • 5. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 40% of kids today are born to unmarried moms 06 07
  • 6. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 Men Aren’t What They Used Men account for 2/3 of recessionary job losses T Be. o of all different kinds. while a lot of america’s men worship at the temple of steve mcqueen and peyton manning, lots of guys are too busy chasing toddlers with a wet wipe and chiseling macaroni off the couch. Sure, there are plenty of our men butchering the corporate pig to carry home the bacon parts. But we’re increasingly surrendering that role to the women in our lives. Women outnumber us in many professional college degree programs. They are catching up in earning potential. And we’re fine with that. If our women are better hunters, let ’em hunt. Most of us are OK spending our days at play dates and storytimes. The companies that implore us to “man up” don’t understand that masculinity is what we say it is. The companies are better off showing that men are ever-changing beings with a variety of identities. We’re sensitive like that. 08 09
  • 7. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 78% of men don’t care about traditional gender roles 10 11
  • 8. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 Healthy is what we say it is Americans eat big, bad, and often. lunch. It’s an affordable luxury— That’s not news. What’s news something that gives us five is that almost half of us want minutes of happiness amid the healthy choices on every menu— new uncertainty and unhappiness but only 23 percent actually the that surrounds us. We can’t afford healthy stuff. the big luxuries any more. So we’ll According to our studies of settle for smaller ones—whether American culture, people are it’s food or something else. increasingly telling us that The people who bring us pocket cheeseburgers taste better than size luxuries are going to get some salad. But choosing to eat poorly business from us. Which is why is a bigger issue, because a there’s a “value menu” plastered to cheeseburger is much more than every drive through in the nation. 12 13
  • 9. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 47% want healthy food on menus but only 23% actually order the healthy stuff 14 15
  • 10. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 16 17
  • 11. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 Every Consumer Is A Shark. We don’t pay retail anymore. DIGITAL COUPONS We used to know a guy who knows a guy who knows OUTPACED a guy. But we don’t need NEWSPAPER COUPONS to endure the polyester shirts 6:1 and and fresh-off-the-truck deals anymore. We have the daily deal in our inbox. There’s a few every day. So we’ll pass on the laser hair removal and wait for the next one. We’re smarter now. We know to be patient and wait for what we want. We know how to sniff out a deal with flash buying, social shopping, and online shopping clubs. So we know how much our business matters. No longer does the cable company doesn’t threaten to cut us off: We threaten to cut them off. The companies that integrate special incentives and deals and loyalty programs to heavy users are going to thrive. And if they don’t, we’ll show no mercy: by ignoring them. 18 19
  • 12. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 58% follow brands for deals 20 21
  • 13. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 Everyone Twenty million more That giant number adds up to the populations of New York and Los Angeles combined. And 20 million new smartphones means more of us Knows of us are checking the scores while sitting at the table — or worse. But it also going to be means video chatting in the back of a cab, Facebook updates while the smartphone plane is on the runway, watching movies in class, and working on our own There’s An users terms. Lots of us have already got a fancy phone and demand a lot from in 2012. it. So the people who don’t yet have a smartphone expect a lot. Anything App For That. that comes to our phone had better be useful. We want to deal with companies that bring practical stuff to our phones. If something hits our phone, and it doesn’t make life easier or fun, it’s garbage. 22 23
  • 14. HumanKind 2012 The Transformation of Aspiration january 2012 HumanKind 2012 HumanKind 2012 contact: stephen.hahn-griffiths@leoburnett.com tel 312.220.5959 24 25