{"id":10792,"date":"2020-10-09T17:50:45","date_gmt":"2020-10-09T15:50:45","guid":{"rendered":"https:\/\/havas.cz\/uncategorized\/react-volani-po-zmene\/"},"modified":"2020-10-09T18:04:35","modified_gmt":"2020-10-09T16:04:35","slug":"react","status":"publish","type":"post","link":"https:\/\/havas.cz\/en\/meaningful-difference-en\/react\/","title":{"rendered":"ReAct"},"content":{"rendered":"

At the beginning of the year, Havas fielded its latest global Prosumer study, \u201cReACT,\u201d in 28 countries, before COVID-19 was on most people\u2019s radar. Even then, the world was in crisis mode\u2014battling ecological and social catastrophes. Anxiety was increasing, and calls for radical change were gaining momentum. Our global survey found strong support for brands and companies to move from soft to more radical change, which has only become more prevalent as we continue to weather the pandemic.<\/p>\n

At the time of the study, there was plenty to worry about: More than 3 in 4 Prosumers were concerned about air, water, and soil pollution; species extinction; resource depletion; and climate change. While the impact of COVID-19 could not have been anticipated, even then, everyone seemed to be aware of the catastrophic situation we face when it comes to our planet. Our \u201cReACT\u201d study demonstrated the desire for radicalism, and strong expectations by consumers for brands and businesses to move from mild to more drastic actions to offset true change.<\/p>\n

As COVID-19 hit the world, the Prosumer team fielded a second survey, this one in seven countries, seeking to understand how the pandemic would accelerate people\u2019s desire for change and in which ways. You can read \u2018Beyond COVID-19\u2019\u00a0here<\/a>.<\/p>\n

Key Findings:<\/b><\/p>\n

Consumers are on a quest for radical change:\u00a0<\/b>Most people\u2014including 3 in 4 Prosumers\u2014believe solving the big issues we face will require radical action. A third of\u00a0the study\u2019s youngest respondents (aged 18-34) think solving the climate crisis will require a complete reorganization of government and society.<\/p>\n

Catastrophic predictions are discouraging people from acting:\u00a0<\/b>Fear is foe and many respondents think catastrophic forecasts regarding the state of the environment make their efforts redundant. People seek a reason to believe that our efforts matter and that a brighter future is within our grasp. More than three-quarters of respondents engage more with brands that promote a strong vision of the future. Even more people\u201482%\u2014think consumers would be more motivated to act if they were shown the beauty of all we risk losing rather than reports focused on the bleak reality of eco-destruction.<\/p>\n

Consumers have a trust deficit:<\/strong>\u00a0Around 60% of Prosumers don\u2019t trust brands\u2019 sustainability commitments and believe they are only an effort to improve their corporate image.\u00a0Most people believe that companies are on the wrong side of the battle against climate change, using their economic might to persuade governments not to make meaningful advances on sustainability and reduced consumption.<\/p>\n

Big is a risk. Big is better:\u00a0<\/b>The majority of respondents expect businesses to play a key role in change and believe that larger companies are better equipped to bring about fundamental transformation. Prosumers are convinced that size matters and 71% think it is the larger companies that will be most effective in creating a better world.<\/p>\n

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