Havas PR in the News — October

Council of PR Firms Names Christopher Graves as Chair

From the Holmes Report, Oct. 19, 2014

In addition to the announcement of new executive officers and board members of the Council of Public Relations Firms, this news item notes that continuing directors include Marian Salzman, CEO of Havas PR North America.
 

McDonald’s to Customers: Ask About Food Quality

By Bruce Horovitz, Oct. 13, 2014

In a move to target millennials, McDonald’s started a campaign asking people to submit questions by social media about how the chain’s food is made. Answers will come in the form of webisodes and/or other social content. Havas PR CEO Marian Salzman gives her take on the campaign in this article: “They clearly understand that young people want healthful, fun foods and that they [McDonald’s] are perceived as less healthy and less credible. But this feels a bit like food washing, too, because there is no conversation about salt, sugar and preservatives.”
 

Are Conscientious Consumers Catered To or Created?

By Richard Becker, Oct. 10, 2014

Havas PR’s report on conscientious consumerism, “BeCause It Matters,” forms the backbone of this piece on the conscientious consumerism trend. Becker points out that the term “ethical consumerism” was first popularized in the U.K. in 1989 and that the concept has gone by a few other names since then. What Havas PR’s study says is happening right now is this, as this post reports: “Globally, 34 percent of consumers say that they always or often purchase one brand over another for reasons of conscience. Sixty-seven percent said they would like to do so in the future.” Havas PR North America CEO Marian Salzman gives numerous reasons for the current phenomenon, including this: “[T]he transparency trend and many others are converging to bring us to a heightened mindfulness in both consumption habits and social and environmental impact.”

Study: ‘Conscientious Consumption’ on the Rise While Donations Decline

By Patrick Coffee, Oct. 9, 2014

PRNewser calls this the most important finding from Havas PR’s “BeCause It Matters” report on conscientious consumers in the United States: “[T]he number of consumers who said they ‘actively buy form brands with a reputation for behaving responsibly and sustainably’ was far larger than the number who said they never make such considerations. The same trend held when researchers asked whether consumers are more likely to recommend such ‘responsible’ brands to family and friends.”
 

‘Conscientious Consumers’ on the Rise

From Environmental Leader, Oct. 7, 2014

“Fifty-four percent of Americans say they would like to buy brands that let them support well-being and sustainability in the coming year, according to Havas PR’s ‘BeCause It Matters’ report. The report examines how environmentally and socially responsible companies can connect more effectively with ‘conscientious consumers,’” relays this publication, which informs corporate executives about the latest energy, environmental and sustainability news. Globally, 34 percent of consumers often or always bought one brand over another for reasons of conscience in the past and 67 percent would like to do so in the future.
 

Havas PR Study Shows Conscientious Consumers Are on the Rise in the United States

From PRNewswire, Oct. 6, 2014

In the U.S. (and 19 other countries), Havas PR asked consumers to respond to nine statements rating their consumption behavior in the past year, the present and the next 12 months. Among the top U.S. findings: Twenty-one percent of American consumers often or always bought one brand over another in the past year because it’s more responsible; 54 percent agreed that in the coming year they would like to buy brands that let them support well-being and sustainability. (Globally, 34 percent of consumers often or always bought one brand over another for reasons of conscience in the past and 67 percent would like to do so in the future.) In part, says Marian Salzman, CEO of Havas PR North America, this is attributable to 21st-century tools that let people “get more information in order to be consumers who are proactive about ethical, responsible, sustainable brands.”
 

Conscientous Consumerism on the Rise

From the Holmes Report, Oct. 5, 2014

Conscientious consumption is increasing worldwide, according to a study from Havas PR. One conclusion from the related report, says this article: “Consumers like the idea of being conscientious but are most likely to engage in conscientious behavior that requires little or no additional cost or effort from them.” Marian Salzman, CEO of Havas PR North America and chair of the Havas PR Global Collective, says, “In part, this phenomenon is about people everywhere questioning the assumptions of the financial crisis that started in 2007.… Plus, the transparency trend and so many others are converging to bring us to where we are now: more mindful in both consumption habits and our social and environmental impact.”
 

Australians Are Now More Likely to Favour Ethical Brands than in the Past

By Michelle Herbison, Oct. 2, 2014

The Australian part of Havas PR’s global “BeCause It Matters” report on conscientious consumerism surveyed 600 Australian adults. Among the results, 38 percent of Australians in the past 12 months had “sometimes” bought one brand over another because it was more socially responsible, 35 percent of Australians had “sometimes” avoided brands with poor ethics in the past 12 months and 39 percent actively recommend responsible brands. Says this article: “Australians are increasingly favouring ethical brands, with more than three-quarters of respondents to a Havas PR study showing some conscientious consumption.”
 

Why We’re Living in Hashtag Nation—and What It Means for Brands

By Marian Salzman, Oct. 2, 2014

“The tech brands young people favor become part of their identities,” says Havas PR North America CEO Marian Salzman in this column about Havas Worldwide’s report that focuses on marketing to the Selfie Generation. “[Their] devices have reinvented social bonds, giving us new ways to communicate (Skype, Snapchat) and even meet (Tinder). And they embody the future and all things cool. Young people want in on that. That means every brand can and should be a tech company—putting digital at the core of its products and services.”
 

Havas Report Finds That ‘Goodwill Purchasing’ Is Growing in Asia

From Mumbrella, Oct. 1, 2014

Havas PR’s APAC version of its “BeCause It Matters” report about global conscientious consumerism reveals that the trend of “goodwill purchasing” is growing. Says James Wright, managing director of Red Agency Australia and APAC Managing Director for the Havas PR Global Collective: “Brands are realising that being conscientious and transparent is a key part of making themselves more successful in the future, whereas those brands that do not recognise their responsibility to ethical business practices and their responsibility to their communities risk being rejected by consumers.”
 

Havas PR’s New Study Shows Conscientious Consumers Are on the Rise Throughout Australia

From Campaign Brief, Oct. 1, 2014

In its new global report about consumers’ conscientiousness, Havas PR discovered that conscientious behaviors and aspirations are increasing in Australia. Among the top findings in Australia, 54 percent of Australians have been willing to pay more for brands with better ethics. The report also shows, however, that 56 percent of Australians have still never checked up on the behavior of companies before buying their product, indicating that there is still a lack of ethical understanding at point of purchase. Globally, 34 percent of consumers often or always bought one brand over another for reasons of conscience in the past year and 67 percent would like to buy such brands in the future. Says James Wright, managing director of Red Agency Australia and APAC managing director for the Havas PR Global Collective: “Brands are realizing that being conscientious and transparent is a key part of making themselves more successful in the future.”
 

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