Havas BETC unveiled the latest edition of its Prosumer Report, ‘Is the Party Over?’ discussing the shifts in culture regarding festivity around the world.
In a time when people are conscious about their health, reputations, spending, and more, skipping the party could be the more attractive option.
The report explores the new and different ways people are celebrating across cultures and redefining the meaning of celebration to fit the evolving needs of partygoers around the world.
Havas BETC conducts its global proprietary Prosumer studies, several times a year, polling more than 13,000 people across 33 markets including Brazil, China, France, India, the United Kingdom, and the United States, comparing sentiments of ‘mainstream’ respondents with those identified as ‘prosumers’ – a percentage of the population that influences the behaviour of others and predicts emerging tendencies.
As today’s leading consumers and market drivers, Prosumers influence brand choices and consumption behaviours of others. What Prosumers are doing today, mainstream consumers will likely be doing 6 to 18 months from now.
Key findings from ‘Is the Party Over?’ highlight the changing landscape of celebrations across generations and in the years following the beginning of the coronavirus disease pandemic.
Authors of the study, BETC Global Chief Strategy Officers, Clément Boisseau and Sébastien Houdusse, explained the origins of the research conducted, “At first sight, questioning the role of partying in our lives appears frivolous. But we believe it’s the other way around: partying is a fundamental subject that puts into perspective our relationship to time, space, and to others. The dilution of party we observe in the research is, for instance, the symptom of people afraid of the unknown and tired of living in a polarized society. People who withdraw in the safety of their homes and the comfort of relationships with their closest ones.”
‘Is the Party Over?’ focuses on 6 main ideas throughout the report for brands to consider.
“It doesn’t help to lament about the loss of the traditional party spirit,” added Boisseau and Houdusse. “Rather, we want our research to explain how people are looking to new forms of celebration to reignite excitement and enchantment in their lives. And guess what? Brands have a strong role to play in the imagination.”