John Gerzema: The post-crisis consumer

Prevoditelj: Igor Pureta Recezent: Ivan Stamenković

Bogatstvo od 13 trilijuna dolara

Thirteen trillion dollars in wealth

has evaporated over the course of the last two years.

je isparilo tijekom zadnje dvije godine.

We've questioned the future of capitalism.

Sumnjali smo u budućnost kapitalizma.

Sumnjali smo u financijsku industriju.

We've questioned the financial industry.

We've looked at our government oversight.

Promatrali smo propuste naše vlade.

We've questioned where we're going.

Sumnjali smo u smjer kojim idemo.

And yet, at the same time,

Istovremeno, ovo bi vrlo lako mogao biti

this very well may be a seminal moment in American history,

presudan trenutak u američkoj povijesti,

an opportunity for the consumer to actually take control and guide us

prilika za potrošače

da stvarno preuzmu nadzor i povedu nas

to a new trajectory in America.

na novi put u Americi.

Ja ovo nazivam "Velikim razvojem".

I'm calling this The Great Unwind.

(Laughter)

And the idea is a simple, simple idea,

Ideja je jednostavna, jednostavna ideja,

which is the fact that the consumer has moved from a state of anxiety

činjenica da se potrošač

pomaknuo iz stanja straha prema akciji.

to action.

Consumers who represent 72 percent of the GDP of America

Potrošači koji predstavljaju 72 posto

BDP-a Amerike su zapravo počeli,

have actually started, just like banks and just like businesses,

baš kao i banke i poduzetnici,

to de-leverage, to unwind their leverage in daily life,

preuzimati utjecaj, oslobađati svoj potencijal,

u svakodnevnom životu, oslobađajući sebe

to remove themselves from the liability and risk

od odgovornosti i rizika

that presents itself as they move forward.

prisutnih dok smo se kretali naprijed.

So, to understand this -- and I'm going to stress this --

Dakle, shvatite -- ja ću naglasiti ovo --

Potrošači se ne povlače.

it's not about the consumer being in retreat.

Potrošači se osnažuju.

The consumer is empowered.

To understand this, we'll step back and look at what's happened

Kako bi razumijeli, vratimo se unatrag i

pogledajmo dio onoga što se događalo u zadnjih godinu i pol.

over the last year and a half.

So if you've been gone, this is the CliffsNotes

Ako niste pratili, ovo je podsjetnik

što se dogadalo u ekonomiji. U redu?

on what's happened in the economy.

(Laughter)

(Smijeh)

Unemployment up. Housing values down. Equity markets down.

Porast nezaposlenosti. Pad cijena nekretnina i dionica.

Commodity prices are like this.

Troškovi života su ovakvi.

If you're a mom trying to manage a budget,

Ako vaša majka vodi kućni proračun,

and oil was 150 dollars a barrel last summer,

i cijena nafte je bila $150 po barelu prošlo ljeto,

and it's somewhere between 50 and 70,

a sada je između 50 i 70.

do you plan vacations?

Planirate li godišnji? Kako kupujete?

How do you buy?

What's your strategy in your household? Will the bailout work?

Koja je strategija u vašem kućanstvu?

Hoće li spašavanje funkcionirati? Imamo nacionalni dug, Detroit,

We have national debt, Detroit, currency valuations, health care --

promjene tečaja, zdravstveni sustav, sa svime time se suočavamo.

all these issues facing us.

Ako ih postavimo zajedno, pomiješamo u smjesu,

You put them all together, mix them up in a bouillabaisse,

and you have consumer confidence that's basically a ticking time bomb.

dobijamo povjerenje kupaca koje je bomba koja otkucava.

In fact, let's go back and look at what caused this crisis,

Vratimo se i pogledajmo što je uzrokovalo krizu. Potrošači

because the consumer, all of us, in our daily lives,

svi mi, smo našim načinom življenja,

actually contributed a large part to the problem.

zapravo, velikim dijelom doprinijeli stvaranju ovog problema.

This is something I call the 50-20 paradox.

Ovo je nešto što zovem paradoksom 50-20.

Trebalo nam je 50 godina

It took us 50 years

to reach annual savings ratings of almost 10 percent.

da dostignemo godišnju razinu štednje

od skoro 10 posto. 50 godina.

Fifty years.

Do you know what this was right here? This was World War II.

Znate li što je bilo ovdje?

Bio je 2. svjetski rat. Znate li zašto je štednja bila tolika?

Do you know why savings was so high?

There was nothing to buy, unless you wanted to buy some rivets.

Nije bilo ničega za kupiti, osim zakovica. Točno?

What happened, though, over the course of the last 20 years,

Dakle, što se dogodilo, u zadnjih 20 godina --

we went from a 10 percent savings rate to a negative savings rate.

pali smo iz 10% štednje u negativni postotak.

jer smo tulumarili. Kupovali smo vrlo velike automobile,

Because we binged.

We bought extra-large cars, supersized everything,

sve vrlo veliko, pomagala za sindrom umornih nogu,

we bought remedies for restless leg syndrome.

All these things together basically created a factor

Sve to zajedno je, zapravo, stvorilo

situaciju u kojoj nas je potrošnja odvela

where the consumer drove us headlong into the crisis

u krizu s kojom se danas suočavamo.

that we face today.

Odnos osobnog duga i prihoda

The personal debt-to-income ratio basically went from 65 to 135 percent

je, u osnovi, skočio sa 65%

na 135% i razdoblju od 15 godina.

in the span of about 15 years.

So consumers got over-leveraged.

Pa su potrošači postali prezaduženi

And of course our banks did as well, as did our federal government.

kao i naše banke, kao i naša vlada.

This is an absolutely staggering chart.

Ovaj grafikon stvarno ošamućuje.

It shows leverage, trended out from 1919 to 2009.

Prikazuje trend zaduženosti od 1919 do 2009.

Iz njega možemo sagledati čitav fenomen

And what you end up seeing is the whole phenomenon

that we are actually stepping forth and basically leveraging

činjenice da mi zapravo

idemo dalje i zadužujemo budućnost

future education, future children in our households.

nešeg obrazovanja, naše djece, naših domova.

So if you look at this in the context of visualizing the bailout,

Ako gledate to iz konteksta spašavanja financijskih institucija

what you can see is, if you stack up dollar bills,

vidite da gomilanjem novčanica od 1$,

first of all, 360,000 dollars

prvih 360.000$,

is about the size of a five-foot-four guy.

je otprilike visina osobe od 163 cm.

But if you stack it up, you see this amazing, staggering amount of dollars

I ako nastavite gomilati, vidite ogromne, omamljujuće količine

novca koji je stavljen u sustav

that have been put into the system to fund and bail us out.

za naše financiranje i spašavanje.

So this is the first 315 billion.

Ovo je prvih 315 miilijardi.

But I read this fact the other day,

Čitao sam podatak neki dan, da je 1 bilijun sekundi

that one trillion seconds equals 32,000 years.

jednak 32 tisuće godina,

So if you think about that,

pa ako imate na umu, kontekst i povezanost

the context, the casualness with which we talk about

s kojom mi govorimo o financiranju 1 bilijuna ovdje, 1 bilijuna ondje,

trillion-dollar bailout here and trillion there,

we are stacking ourselves up for long-term leverage.

mi se zadužujemo na stvarno dugo razdoblje.

Kako bilo, potrošači su se pomakli

However, consumers have moved.

They are taking responsibility.

Preuzimaju odgovornost.

Ono što se sada događa je povećanje štednje.

What we're seeing is an uptake in the savings rate.

In fact, 11 straight months of savings have happened

11 mjeseci zaredom se štednja povećava

since the beginning of the crisis.

otkad je počela kriza.

We're working our way back up to that 10 percent.

Mi gradimo svoj put natrag do onih 10%.

Značajno je, da je u četvrtom kvartalu

Also, remarkably, in the fourth quarter,

potrošnja pala na najnižu razinu u 62 godine,

spending dropped to its lowest level in 62 years --

almost a 3.7 percent decline.

što je pad od gotovo 3,7%

Visa now reports that more people are using debit cards than credit cards.

Visa javlja da više ljudi koristi debitne

nego kreditne kartice.

So we're starting to pay for things with money that we have.

Znači počeli smo plaćati novcem koji imamo.

And we're starting to be much more careful about how we save and invest.

I počeli smo biti puno pažljiviji

na to kako štedimo i kako investiramo.

But that's not really the whole story,

I to nije čitava priča.

because this has also been a dramatic time of transformation.

Jer ovo je i dramatično vrijeme transformacije.

And you've got to admit, over the last year and a half,

I priznajte da su tijekom zadnjih godinu i

pol, potrošači radili čudesne stvari.

consumers have been doing some weird things.

I to je prilično čudno, kroz što smo prošli

It's pretty staggering, what we've lived through.

If you take into account that 80 percent of all Americans

Ako uzmete u obzir da je 80% Amerikanaca

rođeno nakon 2. svjetskog rata,

were born after World War II,

this was essentially our Depression.

to je, zapravo, naša Depresija.

And so, as a result, some crazy things have happened.

Pa su se kao rezultat desile neke lude stvari.

I'll give you some examples.

Dat ću vam neke primjere. Recimo, zubari,

Let's talk about dentists, vasectomies, guns and shark attacks.

sterilizacija muškaraca, oružje i napadi morskih pasa. U redu?

(Laughter)

(Smijeh)

Dentists report molars -- people grinding their teeth,

Zubari izvještavaju o kutnjacima,

znate ljudi škrguću zubima, dolaze i

coming in and reporting that they've had stress.

govore o tome kako su pod stresom.

So there's an increase in people having to have their fillings replaced.

I postoji povećan broj ljudi kojima treba zamijeniti plombe.

Gun sales, according to the FBI, who does background checks,

Oružje, prodaja oružja, prema FBI-u,

koji istražuje i provjerava, je narasla skoro 25% od siječnja.

are up almost 25 percent since January.

Vasectomies are up 48 percent, according to the Cornell Institute.

Sterilizacije su porasle 48%,

prema institutu Cornell.

And lastly, but a very good point,

Na kraju stvarno dobar podatak

hopefully not related to the former point I just made,

koji, nadam se, nije povezan s prošlim,

which is that shark attacks are at their lowest level from 2003.

da su napadi morskih pasa na najnižoj razini od 2003.

Zna li itko zašto?

Does anybody know why?

(Laughter)

No one's at the beach.

Nema nikoga na plažama, pa postoji svijetla strana svega

So there's a bright side to everything.

But seriously, what we see happening,

No, ozbiljno, ono što vidimo da se događa

and the reason I want to stress that the consumer is not in retreat,

i razlog zbog kojeg želim naglasiti da potrošnja nije posustala

je da je ovo silna prilika

is that this is a tremendous opportunity

da nas potrošnja koja nas je i dovela u

for the consumer who drove us into this recession

to lead us right back out.

recesiju, izvuče i iz nje.

What I mean by that is we can move from mindless consumption

Ono što pod time mislim je da se trebamo maknuti iz besmislene

to mindful consumption.

u promišljenu potrošnju. Je li tako?

Right?

(Applause)

Ako zamislite posljednja tri desetljeća,

If you think about the last three decades,

potrošači su se pomakli od opreza s marketingom u 90-ima

the consumer has moved from savvy about marketing in the '90s,

to gathering all these amazing social and search tools in this decade.

do korištenja svih društvenih mreža i tražilica u ovom desetljeću.

But the one thing holding them back is the ability to discriminate.

i jedino što ih je sputavalo je sposobnost razlikovanja.

By restricting their demand,

Ograničavajući potražnju, potrošači

consumers can actually align their values with their spending,

prilagođavaju svoje vrijednosti mogućnostima trošenja

and drive capitalism and business to not just be about more,

i usmjeravaju kapitalizam i poslovanje

da ne bude sve oko više već oko bolje.

but to be about better.

Objasnit ću vam to sada.

We're going to explain that right now.

Based on Y&R's BrandAsset Valuator,

Temeljem Y&R procjene vrijednosti marke,

alatom u vlasništvu VML i Young & Rubicam, možemo

proprietary tool of VML and Young & Rubicam,

we set out to understand what's been happening in the crisis

razumijeti što se tijekom krize događa

s tržištem potrošača.

with the consumer marketplace.

We found a couple of really interesting things.

I pronašli smo par interesantnih stvari.

We're going to go through four value shifts

Proći ćemo kroz četiri promjene vrijednosti koje

that we see driving new consumer behaviors,

upravljaju ponašanjem potrošača i

that offer new management principles.

nude nova načela upravljanja.

The first cultural value shift we see

Promjena kulturnih vrijednosti je tendencija

is this tendency toward something we call "liquid life."

prema nečemu što nazivamo "likvidni život".

This is the movement

To je pokret Amerikanaca koji svoj uspjeh definiraju

from Americans defining their success on having things

sposobnošću održavanjem likvidnosti

to having liquidity,

because the less excess that you have around you,

jer što je manje viška novca oko vas,

pokretniji ste i okretniji.

the more nimble and fleet of foot you are.

As a result, déclassé consumption is in.

Kao rezultat nastupa skromna potrošnja.

Déclassé consumption is the whole idea that spending money frivolously

Skromna potrošnja zapravo govori da trošenje novca

bez razmišljanja više nije moderno.

makes you look a little bit anti-fashion.

The management principle is dollars and cents.

Načelo upravljanja su dolari i centi.

Pogledajmo neke primjere skromnog

So let's look at some examples of this déclassé consumption

trošenja koji su izvan te kategorije.

that falls out of this value.

The first thing is, something must be happening

Mi vidimo da se nešto događa kad

when P. Diddy vows to tone down his bling.

P. Diddy namjerava smanjiti svoje račune.

(Laughter)

(Smijeh)

But seriously, we also have this phenomenon

Ozbiljno, mi taj fenomen imamo i na

Aveniji Madison i drugim mjestima,

on Madison Avenue and in other places,

gdje ljudi iz luksuznih trgovina

where people are actually walking out of luxury boutiques

izlaze s običnim, čak i neoznačenim

with ordinary, generic paper bags to hide the brand purchases.

vrećicama i kriju kupljene marke.

We see high-end haggling in fashion today,

Svjedoci smo cjenkanja u modi,

high-end haggling for luxury and real estate.

cjenkanja za luksuznu robu i nekretnine.

We also see just a relaxing of ego,

Također smo svjedoci opuštanja ega,

and sort of a dismantling of artifice.

i povratka pravim vrijednostima.

Ovo je priča o jedriličarskom klubu

This is a story on the yacht club that's all basically blue collar.

čiji su članovi radnici.

Blue-collar yacht club -- where you can join,

Jedriličarski klub kome se možete pridružiti

i morate raditi u brodskoj radionici

but you've got to work in the boatyard as condition of membership.

ako želite dobiti pristupnicu.

We also see the trend toward tourism that's a little bit more low-key:

Također vidimo i trend prema

turizmu koji je na malo nižim granama, zar ne?

agritourism -- going to vineyards and going to farms.

Seoski turizam, odlasci u vinograde i na gazdinstva.

And then we also see this movement forward from dollars and cents.

I vidimo također taj odmak od novca.

What businesses can do to connect with these new mindsets

Što poslovanje može uraditi za spajanje s

takvim razmišljanjem je zaista zanimljivo.

is really interesting.

A couple things that are kind of cool.

Par stvari koje su zaista kul.

One is that Frito-Lay figured out this liquidity thing with their consumer.

Frito-Lay je shvatio ovaj dio s likvidnošću

svojih klijenata.

They found their consumer had more money at the beginning of the month,

Njihovi kupci imaju više novca početkom

mjeseca, a manje na kraju, pa su

less at the end of the month.

počeli zamjenjivati pakiranja.

So they started to change their packaging:

Veća pakiranja na početku, manja pakiranja

larger packs at the beginning of the month,

na kraju mjeseca.

smaller packaging at the end of the month.

Također zaista zanimljivi su i San Francisco Giants.

Really interestingly, too, was the San Francisco Giants.

Upravo su uveli dinamične cijene.

They've just instituted dynamic pricing.

It takes into account everything from the pitcher match-ups,

One u obzir uzimaju usporedbe bacača lopti,

to the weather, to the team records,

vrijeme, podatke o timu,

in setting prices for the consumer.

kako bi odredili cijene za kupce.

Another quick example of these types of movements is the rise of Zynga.

Još jedan kratki primjer ovakvih promjena

je rast Zynge.

Zynga je narasla na potrošačevoj želji

Zynga has risen on the consumer's desire

to not want to be locked in to fixed cost.

da ne bude ograničen fiksnim troškovima.

Again, this theme is about variable cost, variable living.

Važni su prilagodljivi troškovi i život.

Mikro plaćanja su postala zaista važna.

So micro-payments have become huge.

Neki ljudi koriste Hulu

And lastly, some people are using Hulu

as a device to get rid of their cable bill.

kao sredstvo bijega računa za kabelsku.

So, really clever ideas there that are being taken ahold of

Sve su to pametne ideje koje su počele

hvatati maha, a marketingaši ih počinju razumijevati.

and that marketers are starting to understand.

Druga od naše četiri vrijednosti

The second of the four values is this movement toward

je pomak prema etici i fer ponašanju.

ethics and fair play.

We see that play itself out with empathy and respect.

Vidimo da se to obično završi s empatijom i poštovanjem.

The consumer is demanding it.

Klijenti to žele.

And, as a result, businesses must provide not only value,

Rezultat je da poduzeća moraju pružiti

ne vrijednost, već više njih.

but values.

Increasingly, consumers are looking at the culture of the company,

Klijenti traže i organizacijsku kulturu,

prateći ponašanje poduzeća na tržištu.

at their conduct in the marketplace.

So we see with empathy and respect

Ono što vidimo su ohrabrujući događaji

lots of really hopeful things come out of this recession.

koji su izašli iz ove recesije.

Dat ću vam još nekoliko primjera.

I'll give you a few examples.

One is the rise toward communities and neighborhoods,

Jedan je stvaranje zajednica i susjedstava,

s povećanim naglaskom na susjede kao sustav podrške.

and increased emphasis on your neighbors as your support system.

Also, a wonderful by-product of a really lousy thing,

Jako lijep, sporedan proizvod inače vrlo ružne

which has been unemployment,

nezaposlenosti, je porast

is a rise in volunteerism that's been noted in our country.

volonterskog rada u našoj zemlji.

Vidimo i fenomen --

We also see the phenomenon -- some of you may have "boomerang kids" --

neki od vas možda imaju "bumerang djecu" --

these are "boomerang alumni,"

to su "bumerang alumni",

where universities are actually reconnecting with alumni

gdje se sveučilišta ponovno povezuju sa diplomantima

i pomažu im da pronađu posao, dijeleći vještine i vježbajući ih.

and helping them with jobs, sharing skills and retraining.

We also talked about character and professionalism.

Govorili smo o karakteru i profesionalizmu.

We had this miracle on the Hudson in New York City in January,

Dogodilo se čudo na rijeci Hudson u New Yorku u siječnju

and suddenly Sully has become a key name on BabyCenter.

i Sully je postalo najvažnije ime na Babycenter portalu.

(Laughter)

(Smijeh)

So, from a value and values standpoint,

Dakle ono što poduzeća mogu učiniti sa

what companies can do is connect in lots of different ways.

stanovišta vrijednosti je povezati se na mnogo različitih načina.

Microsoft is doing something wonderful.

Microsoft radi nešto zaista čudesno.

They are actually vowing to retrain two million Americans with IT training,

Privlače na školovanje iz informatike gotovo 2 milijuna Amerikanaca

using their existing infrastructure to do something good.

koristeći postojeću infrastrukturu da naprave nešto dobro.

Also, a really interesting company is GORE-TEX.

Vrlo zanimljivo poduzeeće je Gore-Tex

GORE-TEX is all about personal accountability

U Gore-Tex-u se sve vrti oko osobne odgovornosti,

njihovih menadžera i radnika,

of their management and their employees,

to the point where they really kind of shun the idea of bosses.

čak dotle da izbjegavaju pojam šef.

But they also talk about the fact that their executives --

I govore o činjenici da

njihovi izvršni direktori stavljaju izvještaje o svojim troškovima

all of their expense reports are put onto their company intranet

na intranet poduzeća kako bih svatko mogao vidjeti.

for everyone to see.

Complete transparency.

Potpuna transparentnost.

Think twice before you have that bottle of wine.

Promislite još jednom prije nego kupite tu bocu vina.

(Laughter)

The third of the four laws of post-crisis consumerism

Treće od četiri načela post-kriznog potrošačkog društva

is about durable living.

govori o dugotrajnosti života.

We're seeing in our data that consumers are realizing

Naši podaci pokazuju da potrošači shvaćaju

this is a marathon, not a sprint.

da trčimo maraton, a ne sprint.

They're digging in and looking for ways to extract value

Oni istražuju, pronalaze načine kako izvući vrijednost

iz svake narudžbe koju su napravili.

out of every purchase they make.

Witness the fact that Americans are holding on to their cars

Svjedočimo da Amerikanci svoje automobile

zadržavaju dulje nego prije,

longer than ever before: 9.4 years on average, in March.

9,4 godine u prosjeku, u ožujku. Rekord.

A record.

We also see the fact that libraries have become a huge resource for America.

Također vidimo podatak da su knjižnice postale

ogroman izvor za Ameriku.

Did you know that 68 percent of Americans now carry a library card?

Jeste li znali da 68% Amerikanaca sada

ima člansku iskaznicu?

The highest percentage ever in our nation's history.

Najviši postotak u povijesti našeg naroda.

So what you see in this trend is also the accumulation of knowledge.

Ono što vidite u ovom trendu je i

akumulacija znanja.

Continuing education is up.

Nastavak obrazovanja je u porastu.

Everything is focused on betterment, training,

Sve je fokusirano na poboljšanje i vježbu,

development and moving forward.

razvoj i napredak.

We also see a big DIY movement.

Također vidimo velik sam-svoj-majstor pokret.

I was fascinated to learn that 30 percent of all homes in America

Bio sam očaran kad su mi rekli da su 30%

svih kuća u Americi sagradili njihovi vlasnici.

are actually built by owners.

That includes cottages and the like,

Uključene su kolibe i nastambe. Ali 30%.

but 30 percent.

People are getting their hands dirty, rolling up their sleeves.

Dakle, ljudi su se primili posla. Zasukali rukave.

Žele biti vješti.

They want these skills.

We see it with the phenomenon of raising backyard hens, chickens and ducks.

Sličan fenomen vidimo u dvorištima

uzgajanjem kokoši, pilića i pataka. I kada izračunate

And when you work out the math, they say it doesn't work,

kažu da se ne isplati, no poštuje se načelo

but the principle is there;

o održivosti i brizi za samog sebe.

it's about being sustainable and taking care of yourself.

Then we look at the High Line in New York City,

Pogledajte park High Line u New Yorku.

an excellent use of reimagining existing infrastructure

odlično korištenje prenamjene

postojeće infrastrukture za nešto dobro,

for something good,

which is a brand-new park in New York City.

pa imamo novi park u New Yorku.

So what brands can do, and companies, is pay dividends to consumers,

Marke i poduzeća mogu

isplatiti dividendu klijentima.

be a brand that lasts,

i biti marke koje traju,

offer transparency,

nude transparentnost, obećanje da će trajati dulje od današnje rasprodaje.

promise you're going to be there beyond today's sale.

Odličan primjer takve marke je Patagonije.

Perfect example of that is Patagonia.

Patagonia's "Footprint Chronicles"

Njihov Footprint Chronicles zapravo

basically goes through and tracks every product they make,

prati i prolazi kroz svaki proizvod koji su napravili

and gives you social responsibility,

daje vam društvenu odgovornost

and helps you understand the ethics behind the product they make.

i pomaže razumijeti etiku

koja je iza proizvoda koji su napravili.

Another great example is Fidelity.

Sljedeći dobar primjer je Fidelity.

Rather than instant cash-back rewards on your credit or debit purchases,

Umjesto trenutačnog povrata novca na vaš bankovni račun

this is about 529 rewards for your student education.

oni uvode nagrađivanje 529

za obrazovanje studenata.

Or the interesting company Sunrun.

Ili zanimljivo poduzeće SunRun.

I love this company.

Volim to poduzeće. Stvorili su zajednicu potrošača

They've created a consumer collective

koji postavljaju solarne panele na krov

where they put solar panels on households

and create a consumer-based utility,

pa potrošači stvaraju komunalnu uslugu

where the electricity they generate

pri čemu se struja koju stvaraju

is basically pumped back out into the marketplace.

uključuje u tržište.

To je zadruga potrošača.

So it's a consumer-driven co-op.

The fourth post-crisis consumerism that we see

Četvrto načelo s kojim se susrećemo

je pokret povratka paketu.

is this movement about "return to the fold."

It's incredibly important right now.

I jako je važan upravo sad.

Trust is not parceled out, as we all know.

Povjerenje, kao što svi znamo, ne možemo razdijeliti.

It's now about connecting to your communities,

Radi se o povezivanju sa vašim zajednicama,

connecting to your social networks.

povezivanju s vašim društvenim mrežama.

In my book, I talked about the fact

U svojoj knjizi govorim o tome da 72%

that 72 percent of people trust what other people say

vjeruje ono što drugi ljudi govore

about a brand or a company,

o marki ili poduzeću, nasuprot 15% vjerovanja reklamama.

versus 15 percent on advertising.

U tom smislu

So in that respect, cooperative consumerism has really taken off.

zadružna potrošnja je uzela maha.

This is about consumers working together to get what they want

I potrošači rade zajedno

kako bi dobili ono što žele od tržišta.

out of the marketplace.

Pogledajmo par kratkih primjera.

Let's look at a couple of quick examples.

Zanatlijski pokret je ogroman.

The artisanal movement is huge:

everything about locally derived products and services,

Lokalno napravljeni proizvodi i usluge

supporting your local neighborhoods,

podržavaju okolno susjedstvo

whether it's cheeses, wines and other products.

bez obzira radi li se o sirevima, vinima ili drugim proizvodima.

Also this rise of local currencies.

Stvaranje lokalnih valuta.

Realizing that it's difficult to get loans in this environment,

Shvaćajući da je teško dobiti kredit u ovakvom okruženju

poslujete s ljudima kojima vjerujete

you're doing business with people you trust

na vašem lokalnom tržištu.

in your local markets.

So this rise of local currency is another really interesting phenomenon.

Stvaranje lokalnih valuta

je još jedan zanimljiv fenomen.

And then they did a recent report I thought was fascinating.

U nedavnom izvještaju

koji je očaravajuć.

They actually started, in certain communities in the United States,

Zapravo su, u pojedinim zajednicama u SAD-u,

počeli objavljivati potrošnju struje pojedinaca.

to publish people's electricity usage.

And what they found out is when that was available for public record,

I primijetili su da od objavljivanja tih podataka

the people's electricity usage in those communities dropped.

potrošnja struje u tim zajednicama pada.

Then we also look at the idea of cow-pooling,

Imamo i ideju zajedničke krave

which is the whole phenomenon of consumers organizing together

koja je fenomen pri kojem se potrošači

zajedno organiziraju

to buy meat from organic farms, that they know is safe and controlled

i kupuju meso iz organskog uzgoja

za koje znaju da je sigurno i kontrolirano na način na koji oni to žele.

in the way that they want it to be controlled.

And then there's this other really interesting movement in California,

I još jedan zanimljiv pokret

pohvalne gomile koji je započeo u Kaliforniji. Tradicionalni

which is about carrot mobs.

The traditional thing would be to boycott, right? Have a stick.

način bi bio bojkot određenih poduzeća.

Kaznite štapom. Pohvalite ga, dajte mu mrkvu.

Well, why not have a carrot?

So these are consumers organizing, pooling their resources

Ovi potrošači su organizirani, ujedinjuju svoje resurse

to incentify companies to do good.

kako bi nagradili poduzeća koja su dobra.

And then we look at what companies can do.

Onda gledamo što poduzeće radi.

This is all the opportunity about being a community organizer.

Sve su to mogućnosti jedne organizirane zajednice.

You have to realize that you can't fight and control this.

Morate shvatiti, protiv toga se ne možete boriti i kontrolirati.

You actually need to organize it.

U stvari trebate tako nešto organizirati.

You need to harness it. You need to give it meaning.

Morate to upregnuti, dati mu značenje.

And there's lots of really interesting examples here.

Ima još zanimljivih primjera

koje vidimo.

First is just the rise of the fact that Zagat's has actually moved out of

Prvi je činjenica da je

Zagat's, zapravo, prestao

and diversified from rating restaurants,

procjenjivati restorane i postao prepoznatiljiv

into actually rating health care.

po procjeni brige za zdravlje.

So what credentials does Zagat's have?

Kakve preporuke Zagat's ima

Well, they have a lot,

Ima prilične, jer je on mreža ljudi, zar ne?

because it's their network of people.

So that becomes a very powerful force for them

I to je njihova vrlo velika snaga

koja njihovu marku čini elastičnijom.

to make their brand more elastic.

Then you look at the phenomenon of Kogi.

Tu je i fenomen Kogi-ja.

This Kogi doesn't exist. It's a moving truck.

Kogi ne postoji. To je pokretni kamion.

It's a moving truck through L.A.,

To je kamion koji se kreće kroz L. A. i jedini način da ga pronađete

and the only way you can find it is through Twitter.

je pomoću Twittera.

(Laughter)

Pogledajte Johnson & Johnson Momversations.

Or you look at

Johnson & Johnson's "Momversations," a phenomenal blog that's been built up,

Fenomenalno napravljeni blog.

where J&J basically is tapping into the power of mommy bloggers,

S njim J&J zapravo koristi

snagu mama blogerica

allowing them to create a forum where they can communicate and connect.

dozvoljavajući im da kreiraju forum

na kojem mogu komunicirati i povezati se.

And it's also become a very valuable advertising revenue for J&J as well.

Istovremeno je to vrlo, vrlo vrijedan

način zarade od reklama za J%J.

This, plus the fact that you've got phenomenal work from CEOs,

To i činjenica da imate i

fenomenalan rad CEO-a

from Ford to Zappos, connecting on Twitter,

od Forda do Zapposa koji komuniciraju Twitterom

creating an open environment,

stvarajući otvorenu okolinu

allowing their employees to be part of the process,

dozvoljavajući radnicima da budu dio procesa

rather than hidden behind walls.

umjesto da ih skrivaju iza zidova.

You see this rising force in total transparency and openness

Vidite, to je neka rastuća snaga

potpune transparentnosti i otvorenosti koju poduzeća počinju prihvaćati

that companies are starting to adopt,

jer ju potrošači zahtijevaju.

all because the consumer is demanding it.

So when we look at this and step back,

Pa kad pogledamo sve to i odmaknemo se

what I believe is that the crisis that exists today is definitely real.

vjerujem da kriza koja danas postoji

je zaista stvarna.

It's been tremendously powerful for consumers.

I nevjerojatno je snažna za potrošače.

But at the same time, this is also a tremendous opportunity.

I istovremeno je nevjerojatna prilika.

The Chinese character for crisis is actually the same side

Znak u kineskom pismu za krizu

je zapravo ista strana istog novčića

of the same coin.

Crisis equals opportunity.

Kriza je prilika.

What we're seeing with consumers right now is the ability for them

Ono što vidimo kod potrošača je

njihova sposobnost da

to actually lead us forward out of this recession.

nas povedu iz recesije.

So we believe that values-driven spending will force capitalism to be better:

Stoga vjerujemo da potrošnja temeljena na vrijednostima

će prisliti kapitalizam da bude bolji.

it will drive innovation;

Pokrenut će inovacije.

it will make longer-lasting products;

Proizvoditi dugotrajne proizvode. Stvorit

it will create better, more intuitive customer service;

će bolje, intuitivnije usluge potrošačima.

Dat će nam mogućnost da se povežemo s poduzećima

and it will give us the opportunity to connect with companies

that share the values that we share.

koja dijele vrijednosti koje i mi dijelimo.

Pa kad pogledamo unatrag i odmaknemo se

So when we look back and step out at this

i vidimo početak tih trendova

and see the beginning of these trends that we're seeing in our data,

koje vidimo u našim podacima

we see a very hopeful picture for the future of America.

vidimo sliku punu nade za budućnost Amerike.

Hvala vam najljepša.

Thank you very much.

(Applause)

(Pljesak)