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Quotebank: Society

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Millennials live in a fluid world that requires an unprecedented mutability of mind and action, and plasticity of identity and disposition. Millennials expect to live their lives in constant transition.

– J Walker Smith, The Futures Company (view source article)

How we form romantic bonds helps us to understand how we form emotional bonds with content and brands.

– Nick North, GfK Media (view source article)

Consumers are discovering the advantages of knowing themselves, not in spirit but in data.

– J Walker Smith, executive chairman, The Futures Company (view source article)

Despite political and economic integration within the European continent, cultural homogeneity is still a long way off.

– Bob Burgoyne, associate director, TNS-RI (view source article)

Capitalism can change the world for the better but, to do so, it needs to reinvent itself. Marketing can contribute, but only by challenging its traditional ways.

– Christophe Crosnier, worldwide planning director, Publicis (view source article)

Hopefully, we will soon (...) understand that, when it comes to marketing innovation, emerging markets are simply ahead of us.

– Christophe Crosnier, worldwide planning director, Publicis (view source article)

Chinese consumers have embraced Brand China with a passion and are seeking outlets for their love and exuberance.

– Angie Chan, senior research manager for Greater China, Starcom Mediavest (view source article)

Every trend has an implicit "anti-trend" associated with it.

– Joseph Gelman, partner, Prophet Madrid (view source article)

This group is coming of age with an entirely new expectation: that every form of communication in their lives be instantaneous. And if they expect no less of friends and peers, they'll expect no less of brands.

– Mark Tutssel, Burnett Worldwide (view source article)

The portrayal of the Indian woman has changed in the last decade. The emergence of a multi-tasking, educated super-homemaker, who puts her family on the path of progress, is quite a distance from the subservient housewife of earlier years.

– Dr Anupama Wagh Koppar, Indian marketing professional (view source article)

Unequal societies are less healthy and less happy.

– Jo Phillips, associate director, The Futures Company (view source article)

Over 50% of India is under 30, and this statistic is becoming apparent in the average age of politicians, film stars and cricket heroes. Today's youth are a distinctly different generation and are driving change in the country.

– Katie Zurita, TNS (view source article)

It is rare to encounter people who actually describe themselves as "rich" regardless of their level of wealth.

– Shobha Prasad, Drshti Strategic Research Services (view source article)

If companies and brands do not really care about people, society and the planet, they cannot expect people to care much about them.

– Sara de Dios López, Havas Media (view source article)

The world is becoming more affluent. We are generating more and more money - so more spending will go on. In the west, we're opening our purses and moths are flying out - but we've got to remember that, in other markets, this is not an issue.

– Joe Staton, director of global trends, GfK Roper (view source article)

We've lost trust in institutions of all sorts - the church, the state, multinational companies - and taken refuge in other people: people trust each other more than they trust any form of advertising or marketing.

– Robin Grant, md, We Are Social (view source article)

Environmental concern has shown a classic long-term trajectory of a value-led trend from counter-cultural minority ... To being the norm.

– Melanie Howard, chair, Future Foundation (view source article)

The super rich can afford any luxury branded product they desire. But what adds greatly to the desirability of that brand or product, is not being able to get it. Genuine rarity and unattainability has a particular appeal for this group.

– Margaret Johnson, group ceo, Leagas Delaney (view source article)

Consumers must be made to feel good about making the right choice, not pressured into it.

– Guy Champniss, Havas Media (view source article)

Despite the cultural changes linked with modernization, society's traditional cultural heritage shapes its values systems.

– Constanza Cilley, TNS Gallup, Argentina (view source article)

While economic and demographic differences between markets have obvious ramifications for business, it is culture that most affects the development and marketing of brands. Culture – the history, beliefs, customs, habits, values, and social behavior of a group of people – determines the way people will think, behave, and react to the world around them. Therefore culture has a massive effect on the acceptability and appeal of brands and their marketing communication.

– Nigel Hollis and Jorge Alagón, Millward Brown (view source article)

It's wrong to say we don't care about the environment. But it's not one of life's priorities ... The majority put their personal motivations ahead of their motivations as a citizen.

– Fran Walton, director, The Futures Company (view source article)

Marketers who think they need to fight only on price in the developing world run the risk of never establishing a sustainable brand.

– Phil Worthington Millward Brown, Vietnam (view source article)

Consumers have changed. In a number of ways, they trust each other more than the brands.

– Jeff Flemings, svp/renaissance planning, VivaKi (view source article)

We all operate with an infinite variety of semiotics. There are signs all around us and we have to read each of them in a different way. And, unless you know the language, you really can’t know anything at all.

– Hernando de Soto, president, Institute for Liberty and Democracy (view source article)

People tell us the countries that we'll have the most difficulty with are France and Japan. They say, 'Nothing you do in the rest of the world will work for us.' But that's changing. The differences are narrowing.

– Joseph V. Tripodi, svp/chief marketing and commercial officer, Coca-Cola (view source article)

For us to feel impelled to share an idea with others, we need to feel something beyond a vague feeling of warmth of liking. We need to feel energised by it; we need to feel excited by it and, above all, sufficiently inspired to 'hit the send button'.

– David Penn, founder and managing director, Conquest Research (view source article)

Replacing the constant accumulation of stuff with these more substantive intangibles lies at the heart of the current shift toward mindfulness – a movement in which heedless excess is exchanged for a more conscious and considered approach to living.

– Marian Salzman and Ann O'Reilly, Euro RSCG Worldwide (view source article)

By a quirk of culture and history, it could be that China has arrived today where many other 'more developed countries' will arrive tomorrow.

– John Woodward, global planning director, Publicis Worldwide (view source article)

Movements should be highly attractive to brands because, if you get it right, they are so powerful that people become your media and do the work for you, amplifying your message far beyond anything possible using 'paid-for' media alone.

– Bridget Angear, head of planning, AMV (view source article)

It has been said that no other man-made device since the shields and lances of ancient knights can fulfil an ego like an automobile.

– Robert Passikoff, founder and president of Brand Keys, Inc (view source article)

The consumer is no longer a passive recipient, we are actively encouraged to design, create, even produce products.

– Dr Julia Wolny, UK academic (view source article)

The seeds of our future are on our present: perhaps they are not yet in their final form, but the hints are all around us.

– Lisa Galarneau, Intrepid (view source article)

We tell market researchers that we don't mind paying more for green benefits but only a minority of zealots ever really will. A campaign that delivers more widespread green behaviour is going to need to be cleverer that that.

– Chris Powell, BMP DDB and NESTA (view source article)

Where technology has many possible applications, the users rather than the producers often work out what it is really for.

– Charlie Leadbeater, UK author (view source article)

The way people communicate is deeply linked with the culture, values and norms of a society.

– Shobha Prasad, Strategic Research Services Pvt. Ltd. (view source article)

The "pulse" of a country in crisis is the beat of their consumers.

– Alicia Martin del Campo and Gloria Hidalgo, Qualimerc, SC (view source article)

Neuroscience unlocks the universal language of the brain. It avoids catching the bits people didn't mean to say but did, and does catch the bits they meant to say but didn't.

– Dr AK Pradeep, ceo, Neurofocus (view source article)

In five years, everybody is going to be on Facebook.

– Eric Hippeau, managing partner, SoftBank Capital (view source article)

There's been a rash of green messages. But consumers know who's genuine and who's there to exploit a quick buck.

– David Jones, global ceo, Havas Worldwide (view source article)

Being green doesn't narrow your market. Managers of green brands who don't realise this risk missing out on mainstream category users.

– Dr Anne Sharp and Kate Newstead, Ehrenberg-Bass Institute for Marketing Science, University of South Australia (view source article)

Developing markets are exciting, fast-moving and profoundly unforgiving. In the past Western brands wrongly assumed that they would be attractive to millions of potential consumers simply by virtue of who and what they were.

– John Matthews, head of strategy, Blue Marlin Brand Design, Sydney (view source article)

It's in our nature to simplify. Social scientists have learned that it's the way people make choices. And marketers can find great opportunities if they learn from the same lessons.

– Joel Rubinson, chief research officer, ARF (view source article)

Neuroscience isn’t about making us do what we don’t want to. It’s about understanding why we do what we already do and ultimately taking back our power.

– Eugene Yiga, knowledge manager, Synovate Laboratories, from The Warc Blog

To improve is to change; to be perfect is to change often.

– Winston Churchill, British politician

Not everything that is faced can be changed, but nothing can be changed until it is faced.

– James Baldwin, US author and activist

The message of multiculturalism and diversity doesn't get the rounds of attention it should. If the industry is to progress in ways it should, it's important for the entire community to embrace them.

– Bob Liodice, president/ceo, ANA (view source article)

If we're doing nine focus groups, two will be Hispanic, two will be Afro-American, and two will be Asian. It's the best way for us to develop the deepest insight in the products we're offering.

– Neil Golden, svp, McDonald’s USA (view source article)

Privacy is not dead, in many ways it's more alive and more important than ever. It's just that privacy is no longer assumed, it has to be ensured - by both people and by brands.

– Chris Stephenson, strategy director, PHD, from The Warc Blog

The emotional logic of human longing and attachment is as merciless as the laws of gravity, but a lot more curvaceous.

– Bob Deutsch, president, Brain Sells, from The Warc Blog

Brand planning must continue to paint a vivid description of the consumer today. The challenge is that it can feel like this picture changes daily. Planning's job is to help separate the temporary shifts from foundational understanding that underpins overall behaviour.

– Jim Moseley, senior vp, consumer planning and research, Diageo North America (view source article)

Customer service affects every area of our lives almost every day of every week of every year.

– Nigel Cover, director, Grass Roots Group UK Limited (view source article)

Advertising sells normalcy, so not only does it tell society what a woman/man is, it creates an image of the perfect woman or man. The women in advertising are representative of less than 5% of the whole population.

– Annelies Jansen and Wieke van der Borg, Ferro, Netherlands (view source article)

The real winners in this new media environment are those that manage to develop something that becomes 'social currency'.

– Peadar Drislane, account director, BLM Azure (view source article)

Where agreement seems to exist, is this evidence of genuine consensus? Not always. Often, it is closer to what social psychologists call group influence. Often, it's people repeating what others are saying, characterized by a simple lack of independent thinking.

– Ron Riley, principal, Innovation River (view source article)

If sustainability has not been tested and approved by a neutral body such as an official organic certifying organisation, it might not be as easy to apply to a brand by mere assertions and wishful thinking. Endeavours must be sincere.

– Stephan Götze, German consultant (view source article)

Public opinion has not been blind to the increment of public power by private companies and their gradual occupation of the political sphere, traditionally the turf of government and other institutional players.

– Fabián Echegaray, Market Analysis, Brazil (view source article)

Middle-aged markets, such as Brazil and China, have a striking similarity: they look like developing markets from the outside but behave like mature markets from the inside.

– Al Moffatt, president/ceo, Worldwide Partners (view source article)

Advertising and the free society are closely connected. Advertising helps to make a free society remain so by increasing competition, and by helping to maintain the freedom of the mass media themselves. The free society is one where advertising and advertising agencies are likely to be in considerable demand, though it is true that even in a totally centralist society there would still be a need for organisations and people to have access to mass communication media.

– John Treasure, former chairman, JWT (view source article)

This blurring of the old social class distinctions could mean a lot more for marketing than the abandonment of social class as a standard breakdown (it hasn't been much use for years, anyhow). Combined with the search for real values and the new individualism, it could mean the development of new sorts of market polarisation.

– Stephen King, former JWT executive (view source article)

The keys to keeping up with change in the marketplace are available to all of us. If marketers use them, they can, in fact, link social change to their marketing procedures.

– Rena Bartos, former senior Vice President, JWT (view source article)

The first marketers who meet the challenge and close the gap between the realities of social change and their procedures will reap the benefits of discovering new marketing opportunities. The tools are available to all.

– Rena Bartos, former senior Vice President, JWT (view source article)

One of the strongest points which can be made by the supporters of advertising is that the consumer's level of aspiration is continually being raised by advertising, which says to her, in effect, that life could be better. Of course, the critics of advertising would say that this creates needless discontent, or that the objects of aspirations are meretricious. Either side of the argument implies that advertising can influence needs, in the ordinary sense of the phrase.

– Dr Timothy Joyce, British Market Research Bureau (view source article)

It's very easy, when attempting to predict the future, to believe that there are certain pre-destined trends which are bound to occur: and all the shrewd manufacturer or marketing man has to do is to identify those trends in time to cash in on them.

– Stephen King and Jeremy Bullmore, JWT (view source article)

As a region becomes richer it does not simply buy the same sort of goods as before (food, cigarettes, etc.) paying a little more for higher quality. It spends the extra money on new things for the house and on services.

– Stephen King, former JWT executive (view source article)

The default dialogue has been that of 'global' versus 'local'. This binary choice becomes even less useful when it comes to planning for creativity, which thrives on specific and interesting stimuli that can be used to create a variety of responses. 'Global' and 'local' are both bland and general.

– Orlando Hooper-Greenhill, director of global planning, JWT (view source article)

It's often said that what you don't know can't hurt you, but when it comes to shoppers making decisions in-store, the opposite is true.

– Jordi Connor, head of information and insight at OgilvyAction (view source article)

It is no good a company extolling its green credentials if it has skeletons in the cupboard. Sooner or later an employee will the spill the beans on Facebook or some other community.

– Richard Scase, UK academic (view source article)

The market economy as such does not respect political frontiers. Its field is the world.

– Ludwig von Mises, US economist

Emerging minorities are eager to adopt new technologies and use media in different ways. It is perhaps that they see in these media and technologies ways to bridge differences and acquire information power. The marketing plan can no longer segregate the 'general market' from emerging minorities. It is emerging minorities that are driving it.

– Felipe Korzenny, US academic (view source article)

I'm afraid too many advertising people blame the public inability to sort out commercial messages or advertisements in magazines on stupidity. What a lousy, stupid attitudes to have! I believe the public is unable to sort out messages, not just because of the sheer flood of messages assaulting it every day, but because of sheer boredom!

– Leo Burnett, founder, Leo Burnett Company (view source article)

Teach your children or your grandchildren Chinese. It is going to be the most important language of their lifetimes.

– Jim Rogers, US investor

One must be very naïve or dishonest to imagine that men choose their beliefs independently of their situation.

– Claude Lévi-Strauss, anthropologist

Until the rise of American advertising, it never occurred to anyone anywhere in the world that the teenager was a captive in a hostile world of adults.

– Gore Vidal, US novelist and cultural commentator

The modern corporation must manufacture not only goods but the desire for the goods it manufactures.

– JK Galbraith, US economist

We read advertisements ... to discover and enlarge our desires.

– Daniel J Boorstin, US sociologist

What is self-image? Who started talking about one? I rather fancy it was Madison Avenue.

– Madeline L'Engle, US novelist

Experience is the name everyone gives to their mistakes.

– Oscar Wilde, Irish playwright

New markets open not only because of novel technologies; shifts in values and culture also are potent sources in innovation.

– Stewart Clegg, writer

When we talk about audiences, lifestyle behavior is where it really gets interesting. Today, simple demongraphics often are the least interesting consideration.

– Carol Kruse, vp, global interactive marketing, The Coca-Cola Company

In today’s mass societies, it takes only 1 per cent of people making a dedicated choice - contrary to the mainstream’s choice - to create a movement that can change the world.

– Mark J Penn and E Kinney Zalesne, authors of Microtrends (view source article)

Advertisers in general bear a large part of the responsibility for the deep feelings of inadequacy that drive women to psychiatrists, pills, or the bottle.

– Marya Mannes, US author and critic

Copying among a population with frequent interactions creates a pull mechanism by which things – visible behaviours, opinions, skills, fashions and so on – spread through populations. This is the opposite to conventional marketing wisdom, where 'influence' is a 'push' idea.

– Alex Bentley and Mark Earls, advertising authors (view source article)

Advertising has done more to cause the social unrest of the 20th century than any other single factor.

– Daniel J Boorstin, US sociologist

Advertising is far from impotent or harmless; it is not a mere mirror image. Its power is real, and on the brink of a great increase. Not the power to brainwash overnight, but the power to create subtle and real change. The power to prevail.

– Eric Clark, author

Advertising ministers to the spiritual side of trade. It is great power that has been entrusted to your keeping which charges you with the high responsibility of inspiring and ennobling the commercial world. It is all part of the greater work of the regeneration and redemption of mankind.

– Calvin Coolidge, US president 1923-29

Advertising reflects the mores of society, but it does not influence them.

– David Ogilvy, advertising pioneer and founder of Ogilvy Group

I don't think the advertisers have any real idea of their power not only to reflect but to mould society.

– Marya Mannes, US author and critic

If advertising had a little more respect for the public, the public would have a lot more respect for advertising.

– James Randolph Adams, US advertising executive and author

If advertising has invaded the judgment of children, it has also forced its way into the family, an insolent usurper of parental function, degrading parents to mere intermediaries between their children and the market. This indeed is a social revoluation in our time!

– Jules Henry, US anthropologist

In the absence of traditional authority, advertising has become a kind of social guide. It depicts us in all the myriad situations possible to a life of free choice. It provides ideas about style, morality, behavior.

– Ronald Berman, US historian and author

Sanely applied advertising could remake the world.

– Stuart Chase, US author

Society drives people crazy with lust and calls it advertising.

– John Lahr, US author and playwright

To explain responsibility to advertising men is like trying to convince an eight-year-old that sexual intercourse is more fun than a chocolate ice cream cone.

– Howard Luck Gossage, US copywriter

You can tell the ideals of a nation by its advertisements.

– Norman Douglas, UK author