http://creativeleaders.mpublicite.fr/?lang=en « Creative leaders” shake up traditional divisions, transcend age groups and professional categories. Figureheads of the collaborative economy, innovation leaders, they see economic crisis as an opportunity to change, to reinvent themselves, rather than a threat. Who are they, what is their relationship to information, to brands? How can we engage them? M Publicité – Régie Obs, the advertising department of Groupe Le Monde, offers an analysis of this new audience with an exclusive study conducted by SocioVision.

2. 000
A NEW FORM OF OPINION LEADERSHIP IS EMERGING
CREATIVE IMPETUS
DRIVE TO EXPERIMENT
CONTINUOUS LEARNING AGILITY & ADAPTABILITY
INTENT ON SOCIAL CHANGEINTERNATIONAL OUTLOOK

3. 000
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#Leadership
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#Youth
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Yout
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gement
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#Creative
?
#Youth
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#Business
IT’S SPREADING ACROSS THE GLOBE

4. 000
THE STUDY’GOAL
To map a target group of Creative Leaders in France.
Determine their lifestyle, motivation and brand relationships.
QUANTITATIVE APPROACH
An exclusive analysis of the
market-research database
2,000
people
15 to 75
y ea r -old s
surveyed
A dynamic overview of the next
40YEARS

5. 000
QUALITATIVE APPROACH
Eight in-depth interviews were conducted in December 2015
with Creative Leaders from a range of backgrounds:
Nurse
School teacher
App designer
Manager from a leading
telecommunications company
Director of a national theatre
Head of a service company in the luxury
industry
Production manager
Banking executive

6. 000
CREATIVE LEADERS REPRESENT
20% OF THE FRENCH POPULATION
Creative Leaders transcend genres, income groups and levels
of education.
They are a little younger and more well-off than the majority
of the French population.

7. CONTENTS
FROM WORDS TO ACTIONSTHE CREATIVE AGE
CREATIVITY: THE STUFF NEW
LEADERS ARE MADE OF?

8. THE CREATIVE AGE

9. EMBRACING THE UNKNOWN
THE CREATIVE AGE

10. 000
market research, France, 2015 THE CREATIVE AGE
“I can make quick decisions about important changes in my life (e.g. home, work, relationships) when it becomes obvious
that such changes are necessary.”
CHANGE AS A WAY OF LIFE
EMBRACING THE UNKNOWN

11. 000
market research, France, 2015
THE CRISIS: AN OPPORTUNITY FOR CHANGE
The threat of regression A chance to improve
THE CREATIVE AGE
EMBRACING THE UNKNOWN
2011 2015 2011 2015
-10pts +10pts
62% 38%52% 48%

12. 000
market research, France, 2015
RISK-TAKING AS A KEY DRIVER
EMBRACING THE UNKNOWN
“The desire to make
a life change and
break with the past”
“I like to rock the
boat and shake
up social
conventions”
THE CREATIVE AGE

13. 000
market research, France, 2015
“I want a brand to
surprise me”
THE CREATIVE AGE
EMBRACING THE UNKNOWN
NOVELTY AS A LOYALTY DRIVER

14. 000
market research, France, 2015
LEARNING FROM MISTAKES
000
“When you do things, you make mistakes, and
when you make mistakes, you learn. When
you do a lot, you make a lot of mistakes and
ask yourself a lot of questions! But that is also
how you get some pleasant surprises.”
Jonathan, 35 years old
THE CREATIVE AGE
EMBRACING THE UNKNOWN

15. 000
PEOPLE IN SEARCH
OF MEANING
THE CREATIVE AGE

16. 000
market research, France, 2015
PEOPLE IN SEARCH OF MEANING
“The world is
changing but is
also becoming
increasingly
devoid of
meaning”
THE CREATIVE AGE

17. 000
market research, France, 2015
“I’m looking for anything
that can help me protect
the environment
(products, practices,
etc.)”
“Online
collaborative
platforms serve
the public interest”
PEOPLE IN SEARCH OF MEANING
THE CREATIVE AGE
FINDING PURPOSE IN INDIVIDUAL PURSUITS

18. 000
market research, France, 2015
A WILLINGNESS TO GET INVOLVED
“I want to get more
involved to make my
neighbourhood and
community a better
place”
PEOPLE IN SEARCH OF MEANING
THE CREATIVE AGE

19. OPEN-MINDEDNESS
THE CREATIVE AGE

20. 000
market research, France, 2015
“French people can
learn a lot from other
countries, cultures and
lifestyles”
OPEN-MINDEDNESS
“A single-parent
family is a family
like any other”
THE CREATIVE AGE

21. FROM WORDS TO ACTIONS

22. 000
market research, France, 2015
“I FEEL SPECIAL”
“I AM ALWAYS LOOKING
FOR SOMETHING NEW”
“I AM LOOKING FOR
NEW EXPERIENCES”
“I AM AN AGENT
FOR CHANGE”
Buying personalised products, distinctive
brands and status symbols
Adopting new consumer practices and tech
products, and constantly reassessing brands
Co-creation, impulse buys
Influence in terms of consumer choice

23. “I FEEL SPECIAL”

24. 000
market research, France, 2015
THE SEARCH FOR DISTINCTIVE BRANDS
“I have often chosen not to buy certain products or brands
because they were too common”
29% 48%
CREATIVE LEADERSFRANCE
FROM WORDS TO ACTIONS

25. 000
market research, France, 2015
PERSONALISATION: A NEW STATUS SYMBOL
“When I buy something, I like to personalise it”
26% 47%
CREATIVE LEADERSFRANCE
FROM WORDS TO ACTIONS

26. “I AM ALWAYS LOOKING FOR SOMETHING NEW”

27. 000
market research, France, 2015
THE PLEASURE OF PIONEERING
“I often pre-order a new product to make sure I get it as soon
as it hits the market”
5% 14%
CREATIVE LEADERSFRANCE
FROM WORDS TO ACTIONS

28. “I AM LOOKING FOR NEW
EXPERIENCES”

29. 000
market research, France, 2015
RETHINKING THE RELATIONSHIP WITH SERVICES AND
BRANDS
“I could definitely see myself opening a bank
account with a company like Google and Amazon
if they decided to offer such services”
14% 31%
CREATIVE LEADERSFRANCE
FROM WORDS TO ACTIONS

30. 000
market research, France, 2015
SEEKING CO-CREATION WITH BRANDS
“I would like my favourite brands to let me play
an active part in their new-product plans”
25% 46%
CREATIVE LEADERSFRANCE
FROM WORDS TO ACTIONS

31. “I AM AN AGENT
FOR CHANGE”
Ad campaign for « Brooklyn Industries »

32. market research, France, 2015
000
NATURAL OPINION LEADERS
“A soon as I have a good experience
with a product or service, I
recommend it to those around me”
64%
76%
CREATIVE LEADERS
FRANCE
“People often ask me for advice on issues
like fashion, brands and new products”
market research, France, 2015
46%
CREATIVE LEADERS
23%
FRANCE
FROM WORDS TO ACTIONS

33. CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?

34. 000
A TREND THAT IS SET TO SNOWBALL

35. 000
market research, France, 2015
Key skills to succeed in the future, according to French people:
Speaking several languages
Being able to successfully adapt
FRENCH PEOPLE ALREADY ACKNOWLEDGE CREATIVITY AS A SKILL
Knowing how to work as part of team
Being creative and having ideas
Being able to decide and act quickly
69%
52%
45%
45%
40%
CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?

36. 000
market research, France, 2015
6-12 months*
The lifecycle of high-tech products
22*
The number of jobs that today’s American students will have during their lifetime
2 billion**
The number of active social-media users worldwide
Sources:
*“Creative leadership: its meaning and value for science, technology and innovation”, International Center for Studies in Creativity, Buffalo State
University of New York
**We are social Singapore, 2015
CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?

37. 000
market research, France, 2015
“I am very confident in my
ability to be creative and
use my imagination”
FRENCH PEOPLE ARE INCREASINGLY CONFIDENT
IN THEIR CREATIVE CAPABILITIES
CREATIVITY: THE STUFF NEW LEADERS ARE MADE OF?

38. THANK YOU!
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