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Ipsos Connect Global Business Influencers USA 2016

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22nd September 2016 - Ipsos Connect launched the new Global Business Influencers Survey (GBI) USA 2016 in New York. The GBI survey is the world’s leading study, tracking the media, business, financial, luxury and travel habits of the most senior global business executives. It runs in 16 markets – from the US, to Europe, to Asia including China.

The presentation is an introduction to the survey and its heritage, sharing some of the results from both the GBI survey and the GBI Barometer 2016.

For more information, please contact James Torr.

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Ipsos Connect Global Business Influencers USA 2016

  1. 1. Good morning everyone and welcome to the launch of the new Ipsos Global Business Influencers survey. For those of you who don’t know me my name is James Torr and I’m a Director at Ipsos. In terms of this morning I’m going to spend about 20 minutes talking about the Global Business Influencer survey, drawing on some of the key findings and insights. 1© Ipsos Connect 2016
  2. 2. The peppered moth, which some refer to as Darwin’s great discovery, is a good example of evolution… During the industrial revolution light surfaces became darker due to the pollution and the peppered moth’s camouflage, which protected it from predators, became less effective. So over time the peppered moth’s colouration became darker adapting and evolving to it’s changing surroundings. So why am I talking about the peppered moth? 2© Ipsos Connect 2016
  3. 3. Well, just like the peppered moth, senior business executives have also changed and evolved. We’ve therefore adapted how we go about reaching and understanding them. We’ve been doing it for over 40 years and – while there continues to be a need from advertisers, agencies and media owners to understand, reach and communicate with this audience – it’s how we help you do this that has changed. Just like the moth who has darkened we have gone from regional surveys to global surveys; printed surveys to digital surveys; from platforms to brands. GBI fits perfectly into the media and advertising world we now exist in. 3© Ipsos Connect 2016
  4. 4. The survey’s 100% online. It reaches those most senior business executives in companies with 50+ employees. Media brands are ubiquitous across platforms so we ask about audience measurement and engagement from a brand centric perspective. So, brand centric means first asking about which media brands they consume at an overall level regardless of platform. We then look at the platforms on which they consume that brand – whether that be a TV set, a printed publication, a computer, tablet or smartphone. There are then four key pillars we look at in more detail to help us understand this audience further; business, travel, finance and luxury. Lastly, as well as demographics, we can also help you understand their personal interests. © Ipsos Connect 2016 4
  5. 5. By definition the Global Business Influencers are a very niche group representing less than 1% of the population. But as we’ll see, taking into account their influence, spending power and budgets they control, they are a disproportionately important audience for B2B marketers and represent the key to profitability for sectors such as finance, luxury goods and cars, airlines and hotels. And we speak to them across 16 markets – from the US, to Europe, to Asia and China. 5© Ipsos Connect 2016
  6. 6. So that’s a little bit about the survey. Now lets look at what’s been going on in the world this year when we conducted the survey and see how the business influencers are reacting to this. It’s worth noting at this point we’ll initially draw on some global data from our GBI Barometer survey which surveyed over 600 business influencers globally and then we’ll focus on the main US GBI dataset which has a sample of just over 1,400. 6© Ipsos Connect 2016
  7. 7. Brexit and the rise of Trump are not just driven by economic and inequality woes, there’s a backlash from the population against too-fast cultural change. 7© Ipsos Connect 2016
  8. 8. While we’ve always had immigration, there’s a heightened focus on it given what’s happening in the Middle East. And closer to home here in the US Trump has focused a lot of his rhetoric on immigration too. In the UK we know from historic data that concern about immigration is at the highest we’ve ever seen. 8© Ipsos Connect 2016
  9. 9. And looking at some data from the Ipsos Global Trends Survey we see in the western world there’s a fear of change of what is happening; people would prefer their country to be the way it used to be. An air of patriotic nostalgia exists. 9© Ipsos Connect 2016
  10. 10. And all this is compounded by the speed of technological change; while Moore’s law is reaching saturation point, we’re now seeing the Internet of Things rapidly develop. 10© Ipsos Connect 2016
  11. 11. And it’s not just the general population who think the world is changing too quickly. Almost three quarters of the Global Business Influencers also think this. However, the context in which the general population think about change is very different to that of the Global Business Influencers. Just thinking about the last few years – they’ve had to manage their businesses through an unprecedented amount of change; there’s been a global recession and technology has flipped how business is run on it’s head. They also exist in an evermore globalised and competitive world where information travels quicker than ever. 11© Ipsos Connect 2016
  12. 12. But you know what – as part of their daily lives, they deal with change continuously so are used to it. They embrace it and adapt to survive. They’re not unlike the peppered moth, who now, as pollution levels have decreased, have returned to their mottled colour. And they recognise that while change comes with its challenges it also brings many opportunities too. 12© Ipsos Connect 2016
  13. 13. And we see they’re very much embracing the changing, and increasingly globalised world we live in… 13© Ipsos Connect 2016
  14. 14. And to quote Darwin… “It’s not the strongest of the species that survives, nor the most intelligent that survives. It is the one that is most adaptable to change”. The Global Business Influencers understand this; if they don’t adapt, their businesses will struggle to exist. 14© Ipsos Connect 2016
  15. 15. Looking back at some of the challenges that senior business executives have seen – and have had to adapt to – there has been a lot going on. As the financial crisis hit in 2008 we saw an immediate focus the following year on volatile markets. As time went on economic uncertainty remained a challenge but it became part of the norm. So attention turned to business fundamentals; attracting and keeping top talent, and also technical advancements. These are two attributes that allow innovation and companies to remain competitive and profitable. And in 2014 the digital world was fully upon us; data ruled, and being able to safeguard this and your company’s reputation was critical. This continues into 2016, but it also heralds the challenge of taxation starting to emerge; the recent ruling on Apple and numerous news stories around this make it very top of mind. Looking further ahead to 2021, there’s more change… governments will play an increasingly prominent role in the private sector as demand for greater regulation grows. 15© Ipsos Connect 2016
  16. 16. Another change they are having to adapt to is Brexit. A recent Ipsos study showed that the general population in the EU are worried about Brexit, but further afield outside the EU there is less concern. However, it’s different for Global Business Influencers; working across regions they see the economic consequences as far reaching. Almost 6 in 10 US Global Business Influencers say the it will affect their business. 16© Ipsos Connect 2016
  17. 17. We’ve just seen that now and in 5 years time the big challenges cited included cyber security, tech and innovation. GBI allows us to look at 31 different business decision making areas by spend and looking at the US specifically it’s the tech area where the most money is being spent. Investing in technology is key to creating a more effective and efficient company. 17
  18. 18. But that’s just what they spend on technology. They have total budgets in the US of US$2.5 trillion - that’s a huge amount of money they’re in control of. It’s across a variety of areas from finance to corporate to operations. 18
  19. 19. The reason they control these big budgets is because of who they are… They’re the most senior execs in medium and large companies; 74% are c-suite and they exist in companies with an average size of almost 2,000 employees. These are the top execs who authorise the spend! For any B2B communications and marketing you need to be speaking with these people. 19
  20. 20. Given many of the companies they work in are global we see half involved in international business activities – ranging from sales and marketing to manufacturing to foreign direct investment. They truly are global citizens. 20
  21. 21. Even as technology makes it easier to connect, almost 9 in 10 Global Business Influencers still say it’s important to travel for face-to-face meetings. Having this human interaction allows us to foster personal interactions that are key to business. 21© Ipsos Connect 2016
  22. 22. And Warren Buffett really hit the nail on the head when he said, "You will never see eye-to-eye if you never meet face-to-face.” 22© Ipsos Connect 2016
  23. 23. So of course – they’re travelling frequently and are responsible for taking 6 million round trips in the past year. 23© Ipsos Connect 2016
  24. 24. And when flying 60% travel in first and business class. Even though those travelling at the front only account for 12% of passengers, they represent about 50% of airlines’ revenue. They’re a disproportionately important audience that airlines want to speak to. 24© Ipsos Connect 2016
  25. 25. Thinking about reasons why they travel at the front of the plane… Of course there’s the comfort, a restful journey and saving time at either end. Many cite rewards programmes that earn them miles and that coveted gold or platinum frequent flyer status. So status is important, but we also know that getting something back is important too… 25© Ipsos Connect 2016
  26. 26. Now this is Mr Liu. He’s a Chinese billionaire, and I've spoken about him before. He’s here with his Ming Dynasty tea cup that he reportedly purchased for US$36m – and he does actually use it! That was back in 2014, and he’s been spending again - just last year he purchased Modigliani’s ‘Reclining Nude’ at Christie’s for US$170m. When he buys these items though he apparently puts them on his Amex card for which in return he gets millions of points. He and his family then use these points to travel the world! 26© Ipsos Connect 2016
  27. 27. And when travelling, we see that the Global Business Influencers’ business and personal lives blur. They’re doing business with more and more countries and it’s therefore very important for them to be able to understand different cultures. There’s a recent trend, coined as ‘doubling down on local’. It’s all about travellers wanting to be immersed in a destination; they want to understand from insiders who can give them the real lowdown on what’s going on – it’s not enough anymore just getting the facts from a guide. They want a real authentic experience! 27© Ipsos Connect 2016
  28. 28. But of course while they still want a sense of place, that doesn’t mean staying in a shack with no air conditioning; it’s rather a hotel they can use as a base from which to go and explore their surroundings. 28© Ipsos Connect 2016
  29. 29. And they can afford to do this. They have big salaries so can spend without consideration – they can buy what they like, just like Mr Liu. 29© Ipsos Connect 2016
  30. 30. And many are high net worth individuals. These are the people that the banks want to speak with and we can help you do that. 30© Ipsos Connect 2016
  31. 31. They hold varied financial portfolios and are really savvy investors. It’s interesting that we see investments such as cars ranking fairly highly and there’s a good reason behind this… 31© Ipsos Connect 2016
  32. 32. This picture is not that dissimilar to a poster I had on my bedroom wall when I was growing up. I still absolutely love this car! It’s the McLaren F1. As well as being pretty quick, it would actually make a pretty good investment too. And it’s turned out that if you had the money – which some of the Global Business Influencers will have – this would have made a pretty good return on investment… In 2013 you could have picked one up for about US$5m. However, now, you could sell it for about US$10m. 32© Ipsos Connect 2016
  33. 33. When purchasing luxury items they also think about it as an investment. Lots of luxury items contain precious metals that will only gain value. But a lot of people have greater concerns than their status and money; they view some luxury items as a meaningful family heirloom that can be passed down to last for generations. 33© Ipsos Connect 2016
  34. 34. Now some of you will probably recognise this person – he’s called Malcolm Gladwell. And, many years ago he released a book called the Tipping Point. He described the tipping point as ‘that magic moment when an idea, trend, or social behaviour crosses a threshold, tips, and spreads like wildfire.’ In this he identified three types of people that help facilitate this: Connectors; those people who bridge social boundaries. Mavens; those people who are very knowledgeable. Sales people; those who have the ability to influence. People that do all three are thus very valuable to brands. The Global Business Influencers – being who they are fit this very well. We therefore added some questions to the survey that allow you to identify these people in business, finance, travel and luxury… 34© Ipsos Connect 2016
  35. 35. So, back to luxury… Taking those people who agree with all of these statements we can create a group of people who are highly connected, knowledgeable and very persuasive in the luxury sector. 35© Ipsos Connect 2016
  36. 36. And when looking at them they’re much more likely to be very high end consumers of luxury goods. Incidentally, they’re also much more likely to be planning on purchasing these luxury items in the future too. These are the people that luxury companies love to speak with; they won’t just spend big, they’ll also help spread your message. 36© Ipsos Connect 2016
  37. 37. In terms of what they look for when purchasing luxury. We’ve seen a resurgence in Métiers d’Art who use their craftsmanship skills to create unique pieces. It’s all about having something that’s different. And Burberry’s a great example of heritage having been founded in 1856; their famous raincoat was developed during the first world war. It’s got a long and rich history – a real story behind it; this is what luxury purchasers value. 37© Ipsos Connect 2016
  38. 38. In terms of how people are purchasing luxury, we’re seeing a big shift to online. You can even purchase Chanel online now and McKinsey have estimated that by 2025 online luxury sales will be worth about €70 billion. There’s a much bigger level of trust in purchasing luxury online now. And you’ve got brands like Mr Porter offering bespoke services to help with sizing and outfit inspiration. 38© Ipsos Connect 2016
  39. 39. So we know we’re talking about a very important group of people here; but we need to know how to reach and communicate with them. 39© Ipsos Connect 2016
  40. 40. Reaching anyone these days and getting their attention is harder than ever… Attention spans are dwindling. In the past 15 years, the average human attention span (when presented with multiple stimuli) has fallen by a third from 12 to 8 seconds. That now puts us behind goldfish. So knowing how to get attention is vital – and this is where we can help you. 40© Ipsos Connect 2016
  41. 41. Given who the Global Business Influencers are, keeping up to date with what is happening is critical to them. To do this they are consuming lots of content across multiple platforms. We can look at their total brand consumption over different time periods and then understand the platforms via which they consume. 41© Ipsos Connect 2016
  42. 42. And it’s from a variety of brands – 16 on average in the last month. So we can help you to understand those brands that they engage with and then the platforms on which they access the content. 42© Ipsos Connect 2016
  43. 43. But you know what, they’re really engaged with brands – they spend on average 33 minutes with a media brand when consuming content. 43© Ipsos Connect 2016
  44. 44. There’s been a big growth in multi-screening amongst the general population – we’ve seen data in the UK from the IPA TouchPoints5 study that places it at 54% of adults. The Global Business Influencers are way ahead of this though. And thinking about what they have to juggle in their positions and the fact they’re constantly connected it’s probably not surprising the amount they multi-screen. 44© Ipsos Connect 2016
  45. 45. So that’s nearly it from me. But, if there’s just three things you take away form this morning – make sure it’s these: 1. Global Business Influencers survey is the only survey that reaches this disproportionately important senior business audience on a global scale across Asia, Europe, the US and China. 2. While they represent less than 1% of the population, taking into account their influence, spending power and budgets they control, they’re your best customers for a variety of sectors including B2B, finance, luxury goods and cars, airlines and hotels. 3. We know the Global Business Influencers constantly adapt to and embrace the changing world – whether this be how they run their businesses or consume media. This survey is unprecedented in allowing you to track how their behaviour is changing. 45© Ipsos Connect 2016
  46. 46. Lastly, I’d just like to take this opportunity to thank you all very much for listening – I hope you found the presentation informative and insightful. Thank you. 46© Ipsos Connect 2016