White Papers

Lost in the Super Market: Agile Retail in the Age of Digital, Mobile and Social
March 2017

In a world increasingly shaped, informed, connected and controlled by digital technology, it only makes sense to incorporate the best practices of digital strategy and development into all aspects of business. From advertising and traditional marketing and branding to the most cutting-edge public relations and stakeholder engagement techniques, the principles and best practices of agile planning have become intensely relevant. Our report, downloadable below, explores the real-time consumer marketplace, highlights the retail trends and patterns that reveal sound strategy, and steers brands and businesses toward future retail success.

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Localism: The New American Mindset
November 2015

Faced with an overwhelming deluge of global information pouring in through powerful portable devices, Americans are cultivating a greater sense of connection and control by focusing on their local area. But to what extent? Havas PR North America commissioned a survey of more than 1,000 American adults, plus separate surveys in the four states that house our main operations (Arizona, New York, Pennsylvania and Rhode Island), totaling another 850 respondents, to find out. About two-thirds feel settled in their current location (69 percent), live somewhere that has a real sense of place (60 percent), prefer to shop locally (65 percent), and use the Internet to connect more easily with local people and events (61 percent). Our reports, downloadable below, analyze these numbers and many more through lenses of trendspotting and news, placing special interest on areas including globalization, digital communications, instant everything, screens and makers.

Download the PDF: U.S. Localism Report | Arizona Localism Report | New York Localism Report | Pennsylvania Localism Report | Rhode Island Localism Report

The Gastronomical We: What Our Food Says About Our Culture
September 2015

Coffee in beauty products. Cheering up the brown-bag lunch. Peru. A growing awareness of water and how we can waste less in the entire food cycle. We uncover these food trends and many more in our agency’s latest white paper, which is devoted to the freshest ideas in cuisine and how they intersect with everything else in our culture (and we don’t just mean the fermented-food kind, but we’ve got that covered, too). Our trendspotters predict that the next buzzword related to food and life will be flourish. From the report: “Whether marketers co-opt the word or not, brands (in food and otherwise) are soon going to start framing themselves as enablers of the flourishing movement.” And we hope that you or your brand will flourish by using the social patterns we share in our report—to stay mentally and physically fit, to devise a pioneering strategy, to create future headlines and more. Click on the link below to get started.

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BeCause It Matters

BeCause It Matters
September 2014

This report from Havas PR analyzes the thoughts and habits of 23,510 consumers from 14 countries related to issues of conscience and how that trend is advancing. Data from Havas Media/Havas Meaningful Brands encompasses a survey sample of 30,000 adults from 20 countries; the Havas PR Global Collective commissioned an additional two countries for a total sample of 31,000 and analyzed all the data. Among the top findings:

  • Conscientiousness is a growing aspiration worldwide.
  • Women are likely to be more responsive to conscientious messaging than men.
  • Least effort rules. (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.)
  • People in developing economies have strong conscientious aspirations.

The overwhelming evidence that conscientious behaviors and aspirations are increasing through time across countries—although some would say most of us still don’t care enough, based on the holdout groups that Havas PR’s analysis identified as conscientious rejecters—shows that a different mind-set is taking hold.

Our report is actually 15 distinct papers: one global and one each for the 14 countries (Australia, Brazil, China, France, Germany, India, Italy, Mexico, Poland, South Korea, Spain, the United Arab Emirates, the United Kingdom and the United States).

Havas personnel, clients, prospects and the media can download a copy of any of the reports by filling out the form below.

Mi Casa en Los Estados Unidos: Millennials of the Border States
Summer 2014

The future is now: There really is a Latin in America. For well over a decade now, the nation’s media has been buzzing with talk of a growing Latino-Hispanic influence in the U.S., and all numbers point to Hispanics becoming the country’s majority ethnic/racial group in about 25 years. Spanish language and Hispanic culture run deep in the United States, especially in the border states, so we connected with 804 Hispanics and non-Hispanics ages 18 to 34 in Arizona, California, New Mexico and Texas to get their views on a range of everyday life issues. “Mi Casa” gathers hard data and the respondents’ thoughts in a series of snapshots on topics including ethnic origins, geography, holidays and traditions, language, the American dream, food, family, home, cities, fashion, media, sports and more. To receive a copy, write to kevin.janeczko@havas.com.

Storytelling 6 Ways: How to Tell Compelling Brand Stories—and How PR Can Help
March 2014

Brand storytelling is hardly a new concept. Even when advertising, packaging and in-person experiences were the sole touch points for marketers and consumers, companies created characters, tales—even full-blown plots—to communicate their product qualities and brand values to their audiences. What is new? The emerging technologies and tools that require a constant creation of content to fuel a variety of channels. In this latest white paper from Havas PR (this one from the Havas PR’s Global Collective), we share six ways to tell compelling brand stories and give powerful examples for each—from Domino’s Pizza’s “Pizza Turnaround” in the “Own Up” section to Expedia’s “Find Your Understanding” in the section we call “Tug Heartstrings—but Tread Carefully.” The role of PR in helping to identify, shape and promote brand stories lies not only developing and driving a storytelling content strategy but also in getting those stories to the appropriate storytellers through their longtime relationships with editors, writers and journalists. For more, click on the button below.

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Being A Man: The Metrosexual Era a Decade On
February 2014

In 2003, Havas (then called Euro RSCG) adapted and popularized the “metrosexual” concept. We started creating buzz around the idea of metrosexual men, and a term that had languished almost unnoticed for years took on a life of its own and quickly spread around the world. Media coverage of the trend was so widespread that even U.S. presidential contenders used the term. Since then, Havas PR North America has ridden the wave of defining the softer side of men, including thought leadership in the form of white papers, blog posts, bylined articles, speaking engagements and more. The force behind metrosexual mania, Marian Salzman, who also co-wrote the book The Future of Men: The Rise of the Übersexual and What He Means for Marketing Today, is now CEO of Havas PR North America, which produced this white paper. Click on the button below to read more about how what it means to be a man has evolved over the past decade.

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Newscrafting and Trendspotting
June 2012

Marian Salzman, @erwwpr’s CEO and one of the world’s top trendspotters, has observed some clear
patterns in our culture over her 20 years of sighting trends. One that she sees now is the new discipline of newscrafting, which incorporates the practice of trendspotting. “There’s no ethical reason why we should not be actively involved in creating and crafting news,” says Salzman in this latest white paper from @erwwpr. “In fact, there’s every professional reason why we should be putting the best of our energy and ingenuity into being news creators and newscrafters for our clients.” She continues: “PR firms have a massive opportunity to go way beyond the old practice of pitching the news to become masters of newscrafting—a mix of putting out routine news in more compelling ways, creating news opportunities and coattailing relevant breaking news. Trendspotting is ideal for all these purposes.” Download the PDF to find out more.

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American Audit: A Walk Down Uneasy Street
November 2011

In summer 2011, Euro RSCG Worldwide commissioned a global Prosumer research study, surveying more than 7,000 adults in 19 countries. This white paper looks at the findings from the U.S. sample of 500 people, examining the cultural and social context in which Americans live, work, communicate and consume. Through their answers to 120-plus questions about what motivates them, inspires them, scares them and bores them, we see heightened concerns about people’s health, well-being, even the structure of society. But we also find that despite a decade of hard knocks, most Americans are optimistic that things will get better. Against the backdrop of our world of overstimulation and constant communication, of occupied Wall Street and unemployed Main Street, “American Audit: A Walk Down Uneasy Street” explores trendsightings in half a dozen areas and the opportunities that sit on the horizon for brands and causes.

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American Companies Unlimited: What Citizens United v.
Federal Election Commission
Means for Companies’ Political Campaign Spending
June 2011

We set out to learn how Citizens United v. Federal Election Commission, the landmark Supreme Court ruling on corporate contributions, affects political- and issues-related communications during election cycles. In short, for the first time in more than 60 years, corporations and unions are now allowed to give unlimited amounts of money from their treasuries for political advertisements and broadcasting—even to companies owned by foreign corporations. Before any corporation or union elects to invest large sums in any specific candidate or issue, though, it will need to know more about the challenges and opportunities of this decision (both of which this thought paper covers), so that its outreach tactics don’t adversely affect its business or create a public backlash. “American Companies Unlimited” also explains the major arguments of the ruling, reactions from U.S. senators and congressmen, key points that will affect businesses and possible political implications.

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Love (and Sex) in the Age of Social Media
February 2011

Is social media redefining love? That’s the theme of our latest study. We know that social media has changed the way we live—and now, we’ve discovered, it’s changing the way we love. Euro RSCG Worldwide surveyed 1,000 respondents in the United States to explore how the digital world, specifically social media, has affected their lives in the areas of love and intimacy. In this white paper, we tackle new realities in love, like the questions of whether old-fashioned matchmaking will be a job of the past (about half of those we surveyed said they knew someone whose relationship had started online) and how old is too old to search for closeness online? Has social media affected fidelity? (Our poll says yes.) Which generation is most actively using online connections to find their love connections? And what do Facebook and the neighborhood bar have in common? Our groundbreaking survey reveals the answers to these questions and more.

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Male in U.S.A.
January 2011

This white paper is the next chapter in Euro RSCG Worldwide PR’s commitment to the study of the future of men. Since 2003, when Euro RSCG popularized the “metrosexual” concept, the agency has been at the forefront of the movement of marketing to men. “Male in U.S.A.” draws on this long history, plus the results of recent proprietary studies, independent research and insights gained through ERWW PR’s global trendspotting network, connecting the dots between all of them. Men in the United States today have many differences, but there are commonalities, and this paper addresses both. To try to accurately illustrate a portrait of the American man, it looks at demographics, the wealth illusion, the effects of the recession, male icons in Hollywood and beyond, cars, technology, the banking industry, love and second chances, among other diverse topics. A conclusion offers a list of 10 points helping to define the American male in 2011.

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Millennials and Social Media
October 2010

Young people across the planet think the world needs changing, and they’re confident social media will give them the power to accomplish that change, according to this new study. For the millennial generation, social media has eclipsed politics, corporations and consumer power as the greatest agent of change. The five-country study upon which the white paper is based, which was fielded by MicroDialogue in summer 2010, looks at how the rising generation is making themselves felt in the workplace, consumer markets and politics. In China, France, India, the United Kingdom and the United States, 600 respondents each were quizzed, split equally between men and women and divided between two age cohorts: 100 people aged 40 to 55 and 500 millennials aged 18 to 25. The findings also show that social media offers a means by which millennials satisfy their basic human needs of connection, conversation and community.

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U.S. Mind and Mood Report
April 2010

The new normal in the United States is not anything like it was just a few years ago. Fear and anxiety have replaced confidence and hope when it comes to the economy, and the effects have been felt from the family den to the White House. Optimism is out and pessimism is in, with Americans questioning the future of health care, education, jobs and the political direction of the country. In February 2010, Euro RSCG Worldwide PR and Euro RSCG Life, the public relations arm and the health-focused communications network of Euro RSCG Worldwide, a leading integrated marketing communications agency, commissioned two surveys to try to gauge the mood of Americans on these hot-button issues and others. One survey questioned people nationwide; the other polled residents of Connecticut. Research partners MicroDialogue deployed the two surveys, with each questioning a random and representative sample of 386 people age 18 and older, then analyzed the data. The resultant “U.S. Mind and Mood” white paper provides a series of snapshots of a nation living in a precarious present.

The Future of Home
April 2010

How is the changing world of the 21st century reshaping families, lives and homes in the U.S.? Euro RSCG Worldwide PR analyzed diverse data sets and surveys, media and social trends, and home-industry reports to answer that question with thoughts in six areas: multigenerational homes, home as a destination, sustainability, scent as design element, mobile media centers and simplicity. The categories blend and blur with one another, but there are also some underlying themes. One bottom line from the white paper is this: “With the world in so much flux, Americans are rethinking their definition of home. In flusher times, home was a pit stop, a place to drop your keys between outings. With less cash to spread around, Americans are rediscovering home as the ultimate destination. We work at home. We dine in. We host movie night. Once again, we live at home.”

The Teenage Girl as Consumer and Communicator
Spring 2010

Euro RSCG Worldwide PR’s white paper analyzes data from a survey the agency commissioned of 100 girls between the ages of 13 and 18 about their spending and communications habits. The research reveals that the teenage girl contradicts almost all cultural stereotypes in those areas. But the core finding of the white paper is more sociological than statistical. Tearing down another false platitude about teenage girls, the paper proves that a sense of intimacy with a select group of friends and family drives almost all their social interaction—including shopping, which the study characterizes as a core social activity for teenage girls. The findings are helping to launch a new agency initiative. Eventually focusing on teen boys and girls, the first phase is called The Sisterhood.

Social Life and Social Media
Fall 2009

In October 2009, Euro RSCG Worldwide commissioned a survey to map the trajectory of social life and social media usage in the United States, quizzing 1,228 Americans from all online demographics. This white paper looks at the macro developments in social media; it also brings in numbers and verbatims about people’s hopes for their social life online and offline before finally drawing conclusions and implications for marketers and their clients. The study found, for instance, that by interacting through online media, American consumers are more connected than ever and have dramatically integrated social networking tools into their lives. According to the study, their world is expanding and narrowing at the same time because of social media’s hyperlocalization quotient. Among the takeaways for marketers: It’s impossible to predict how bits of communication will spread across social media; as most traditional media converge online, communication flows among them, and consumers become messengers.

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