MS&L France and Ipsos Reveal New Consumer Research

An aging population, a weakened middle class, a youth population adrift, and the emergence of a new political generation…. In a tense social context, companies and brands are transforming the traditional mode of communication. The difference between generations is becoming blurred and giving way to an overriding tendency: trans-generational communication.

The presidential and legislative election campaigns gave rise to a certain number of social questions and highlighted what sociologist call "the disastrous heritage of the baby-losers." In fact; for the first time in contemporary history, the economic and social conditions of young people (the baby-losers) are worse than those of their parents, the baby-boomers. Based on this, imagining a generational war seems only one step away… The specter of May 68 appears on the horizon…. But in actual fact, it is far from reality.

Independent generations but sharing a lot in common

Today it is a given that each generation wants to maintain their independence: 80% of young people and 68% of parents feel that neither children nor parents should interfere in their private lives, respectively. But that doesn't prevent them from being close. The two generations communicate regularly together. They admit to having a lot in common. 66% of young people declare having a lot in common with their parents and 91% of parents admit to having a lot in common with their children. This common ground is found in the values both generations share. On this level, at times surprising, one finds shared values, for example, in the demand for more authority, which is common to both generations. This convergence comes also from daily contact between the generations.

Generations that interact and help each other

It is a fact that the generations' help each other, most notably parents help their children. A quarter of all 28-30 year olds continue to receive financial assistance from their parents. Another form of assistance is housing: 10% of young people aged 29 live with their parents during the week. 49% of young people living with their parent cannot afford their own home but 41% admit to preferring the comfort of their parent's home. Young people have greater difficulty cutting the umbilical cord, 56% of 28-30 year olds who still live at home have chosen this solution because it suits them (the Tanguy syndrome). Hence the generations interact and the frequency in family visits would indicate that the tendency is increasing. Most visit a member of their family at least once a week and roughly 85% of the people questions (adolescence to retired people) telephoned or e-mailed a family member.

Towards developing communications of integration

These generations hold a lot in common and share common values. This fact influences communication tendencies. From communication tailored to each generation which has outlived its golden age, companies and products are going towards more aspirational communication. The age of communications of integration has arrived. Internet has contributed in part to blurring the generation gap and developing the affinities and aspirations of everyone. Influence is migrating from the traditional and professional spheres (experts, media, etc.) towards the immediate found in the family circle, among friends, or even in Mr. Everyman who is seeing his importance increase. Confidence and influence are less and less a question of generation but more a questions of affinity.

Brands and companies need to consider and develop strategies based on open communications on the basis of common values shared between generations. Either classical or well known, staked on their heritage, or the real "Madonna Brand" opting for constant innovation, brands make transmission and reinvention the keystones of communications of integration. Whether it is service industries like the Post Office, or products like Petits Beurre LU, or even Volkswagen Golf cars, all base their appeal on trans-generational values. The questions is not about forgetting the fundamental differences between generations but to propose a well informed mix of ideas and arguments that blend the desires of one with the preoccupations of the other.

Espresso Meeting
Discerning tendencies by MS&L and Ipsos

"Espresso Meeting" came about though a discussion between Philippe Cherel, General Director, of MS&L France and Rémy Oudghiri, Director of the Department of Tendencies and Prospective at Ipsos, France. Tendencies are based on two factors. One is rational, as tendencies are carried by attitude, perception and consumption. The other is aspirational: tendencies grow with new ideas, new way of thinking. It is necessary to apprehend and decipher them from these two axes. Each trimester, MS&L and Ipsos propose to analyze and debate with you, a major tendency and its consequences on purchasing and brand communication. A pleasant meeting around an Espresso.

Manning Selvage & Lee
MS&L is one of the main international public relations companies.

MS&L's mission—to intervene pertinently for its clients—offer a global service in public and press relations, by being both partner and advisor, promoting the success of its clients through methodology and strategic planning, corporate and trade communications, crisis management and relations with investors. MS&L was awarded PRWeek PR Innovation of the Year and Best use of the Internet 2006.
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MS&L is part of Publicis Groupe (Euronext Paris: 13057, NYSE: PUB): 4th largest communications group worldwide and 2nd in media buying and consultancy, present in 104 countries on 5 continents. The group employs about 40,000 people.
Web site: www.publicisgroupe.com

Ipsos
Created in 1975 in France, Ipsos is the 3rd biggest polling organization worldwide. Ipsos France specializes in five areas: advertising studies, marketing studies, media studies, opinion and corporate studies as well as studies linked to customer relations and company management.

At Ipsos insight, the Tendencies and Prospective department brings a sociological view to the problems of consumption. It oversees the generational studies (Youth attitudes, Senior attitudes) and themes (Trend Observer, Global Life Stages, World Luxury Tracking...) Through these on going studies, the department proposes a better understanding of consumers today and in the future.

For more information on Ipsos and on opinion and consumer tendencies visit www.ipsos.fr

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