John Gerzema: The post-crisis consumer

Traducător: Tomita Savastre Corector: Brandusa Gheorghe

Bogatii de 13 trilioane de dolari

Thirteen trillion dollars in wealth

has evaporated over the course of the last two years.

s-au evaporat in cursul ultimilor doi ani.

We've questioned the future of capitalism.

Ne-am pus intrebari in legatura cu viitorul capitalismului.

Ne-am pus intrebari in legatura cu sectorul financiar.

We've questioned the financial industry.

We've looked at our government oversight.

Am analizat neglijenta guvernului nostru.

We've questioned where we're going.

Ne-am pus intrebari despre directia in care mergem.

And yet, at the same time,

Si totusi, in acelasi timp, acest lucru poate fi foarte bine

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

un moment de inceput in istoria americana,

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

o oportunitate pentru consumator

sa preia controlul cu adevarat si sa ne ghideze

to a new trajectory in America.

pe o noua traiectorie in America.

Eu numesc asta Marea Descolacire.

I'm calling this The Great Unwind.

(Laughter)

And the idea is a simple, simple idea,

Si ideea este una simpla, foarte simpla,

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

si anume faptul ca consumatorul

a trecut dintr-o stare de anxietate intr-una de actiune.

to action.

Consumers who represent 72 percent of the GDP of America

Consumatorii care reprezinta 72%

din PIB-ul Americii au inceput cu adevarat,

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

asemeni bancilor sau afacerilor,

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

sa-si micsoreze creditele, sa-si relaxeze creditarea,

in viata de zi cu zi, sa se indeparteze

to remove themselves from the liability and risk

de indatorarea si riscul

that presents itself as they move forward.

care apar pe masura ce inaintam.

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

Asa ca, pentru a intelege asta, subliniez,

nu este vorba de consumatorul care bate in retragere.

it's not about the consumer being in retreat.

Consumatorul este imputernicit.

The consumer is empowered.

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

Ca sa intelegem asta, vom face un pas inapoi si vom privi

un pic la ce s-a intamplat in cursul ultimului an si jumatate.

over the last year and a half.

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

Deci, daca ati fi fost plecati, acestea sunt niste notite

despre ce s-a intamplat in economie. OK?

on what's happened in the economy.

(Laughter)

(Rasete)

Unemployment up. Housing values down. Equity markets down.

Somajul a crescut. Valoarea caselor a scazut. Pietele de capital au scazut.

Commodity prices are like this.

Pretul comoditatilor este in felul urmator.

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

Daca sunteti o mama care incearca sa administreze un buget,

and oil was 150 dollars a barrel last summer,

si barilul de petrol era 150$ vara trecuta,

and it's somewhere between 50 and 70,

si acum este undeva intre 50 si 70,

do you plan vacations?

va faceti planuri de vacanta? Cum cumparati?

How do you buy?

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

Care va este strategia pentru locuinta?

Va functiona ajutorul financiar? Avem datoria nationala, Detroit,

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

cursurile valutare, sistemul de sanatate, toate aceste probleme cu care ne confruntam.

all these issues facing us.

Puneti toate acestea la un loc, amestecati-le intr-o tocanita,

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

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

si aveti increderea consumatorului care este practic o bomba cu ceas.

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

De fapt, haideti sa ne intoarcem si sa ne uitam la ce a provocat aceasta criza,

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

deoarece consumatorul, noi toti, in vietile noastre de zi cu zi,

actually contributed a large part to the problem.

am contribuit, de fapt, in mare masura la aceasta problema.

This is something I call the 50-20 paradox.

Este ceea ce numesc paradoxul 50-20.

Ne-a luat 50 de ani

It took us 50 years

to reach annual savings ratings of almost 10 percent.

sa atingem nivelul actual de economisire anuala

de aproape 10%. 50 de ani.

Fifty years.

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

Stiti ce a contribuit la asta?

A fost al Doilea Razboi Mondial. Stiti de ce economisirea a fost asa de mare?

Do you know why savings was so high?

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

Pentru ca nu era nimic de cumparat, poate doar daca voiati nituri. Corect?

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

Asa ca, asta s-a intamplat, in decursul ultimilor 20 de ani --

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

am ajuns de la o rata de economisire de 10% la una negativa.

Pentru ca am chefuit. Am cumparat masini foarte mari,

Because we binged.

We bought extra-large cars, supersized everything,

am exagerat in toate, am cumparat remedii pentru sindromul piciorului nelinistit.

we bought remedies for restless leg syndrome.

All these things together basically created a factor

Toate aceste lucruri impreuna au creat pur si simplu

un element in care consumatorul ne-a condus

where the consumer drove us headlong into the crisis

cu capul inainte in criza pe care o infruntam azi.

that we face today.

Raportul datorii-venituri al persoanelor fizice

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

a crescut de la 65%

la 135% in decursul ultimilor 15 ani.

in the span of about 15 years.

So consumers got over-leveraged.

Deci consumatorii s-au supraindatorat.

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

Bineinteles ca la fel au facut si bancile noastre, la fel si guvernul federal.

This is an absolutely staggering chart.

Aceasta evolutie este absolut socanta.

It shows leverage, trended out from 1919 to 2009.

Ne arata indatorarea, din 1919 pana in 2009.

Si ceea ce vedeti la final este un intreg fenomen

And what you end up seeing is the whole phenomenon

that we are actually stepping forth and basically leveraging

al faptului ca

mergem inapoi si in fapt ne indatoram pe seama

future education, future children in our households.

educatiei viitoare, a viitorului copiilor nostri in casele noastre.

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

Asa ca daca va uitati la asta in contextul vizualizarii ajutorului financiar,

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

ce puteti vedea este ca daca stivuiti bancnote de un dolar,

first of all, 360,000 dollars

in primul rand, 360.000$

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

sunt aproape de inaltimea unui om de 163 cm.

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

Dar daca stivuiti, veti vedea aceasta uimitoare, socanta, suma

de dolari care au fost introdusi in sistem

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

ca sa finanteze ajutorul financiar.

So this is the first 315 billion.

Deci acestia sunt primii 315 miliarde de dolari.

But I read this fact the other day,

Dar am citit asta, intr-o zi, ca un miliard de secunde

that one trillion seconds equals 32,000 years.

reprezinta 32.000 de ani,

So if you think about that,

asa ca daca va ganditi la asta, contextul, nepasarea

the context, the casualness with which we talk about

cu care discutam despre ajutoare de miliarde de dolari, ici si colo,

trillion-dollar bailout here and trillion there,

we are stacking ourselves up for long-term leverage.

ne angajam in indatorare pe termen lung.

Totusi, consumatorii s-au miscat.

However, consumers have moved.

They are taking responsibility.

Isi asuma responsabilitatea.

Ce vedem este un aflux al ratei economisirii.

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

In fact, 11 straight months of savings have happened

In fapt, 11 luni de economisire neintrerupta s-au intamplat

de la inceputul crizei.

since the beginning of the crisis.

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

Suntem pe drumul inapoi catre rata de 10%.

De asemenea, remarcabil, in trimestrul 4

Also, remarkably, in the fourth quarter,

consumul a scazut la cel mai mic nivel din ultimii 62 de ani

spending dropped to its lowest level in 62 years --

almost a 3.7 percent decline.

un declin de aproape 3,7%.

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

Visa declara ca acum mai multi oameni folosesc carduri de debit

decat folosesc carduri de credit.

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

Deci incepem sa platim pentru lucruri cu banii pe care ii avem.

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

Si incepem sa fim mai atenti

la cum economisim si cum investim.

But that's not really the whole story,

Dar asta nu este intr-adevar toata povestea.

because this has also been a dramatic time of transformation.

Pentru ca aceasta a fost o perioada de timp de transformari dramatice.

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

Si trebuie sa admiteti ca, in cursul ultimului an si jumatate,

consumatorii au facut cateva lucruri ciudate.

consumers have been doing some weird things.

A fost foarte socanta perioada prin care am trecut.

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

If you take into account that 80 percent of all Americans

Daca luati in considerare ca 80% din americani

s-au nascut dupa al Doilea Razboi Mondial

were born after World War II,

this was essentially our Depression.

asta este in esenta Criza noastra.

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

Si astfel, ca rezultat, cateva lucruri ciudate s-au intamplat.

I'll give you some examples.

O sa va dau cateva exemple. Sa discutam despre dentisti,

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

vasectomii, arme si atacuri ale rechinilor. OK?

(Laughter)

(Rasete)

Dentists report molars -- people grinding their teeth,

Dentistii raporteaza molari

stiti, oameni care scrasnesc din dinti, vin la cabinet

coming in and reporting that they've had stress.

si povestesc cat sunt de stresati.

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

Si asa creste numarul oamenilor care trebuie sa-si schimbe plombele.

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

Armele, vanzarile de arme, in conformitate cu FBI

care face verificari, sunt cu 25% mai mari din ianuarie.

are up almost 25 percent since January.

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

Vasectomiile au crescut cu 48%,

conform Institutului Cornell.

And lastly, but a very good point,

Si in sfarsit, dar un punct de vedere interesant,

hopefully not related to the former point I just made,

sper ca nu are legatura cu cele afirmate de mine mai devreme,

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

atacurile rechinilor sunt la cel mai scazut nivel din 2003.

Stie cineva de ce?

Does anybody know why?

(Laughter)

No one's at the beach.

Nimeni nu este pe plaja. Iata ca exista si o parte frumoasa a lucrurilor.

So there's a bright side to everything.

But seriously, what we see happening,

Serios vorbind, ce vedem ca se intampla,

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

si motivul pentru care vreau sa subliniez ca consumatorul nu este in retragere,

este acela ca este o oportunitate imensa

is that this is a tremendous opportunity

ca acest consumator, care ne-a impins in aceasta recesiune,

for the consumer who drove us into this recession

to lead us right back out.

sa ne conduca iar inapoi.

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

Si ceea ce vreau sa spun este ca putem trece de la consum irational

to mindful consumption.

la consum rational. Corect?

Right?

(Applause)

Daca va ganditi la ultimele 3 decenii,

If you think about the last three decades,

consumatorul a trecut de la intelegerea marketingului in anii '90,

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

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

la adunarea tuturor acestor uimitoare instrumente sociale si de cautare in acest deceniu,

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

dar ce l-a retinut a fost abilitatea de a discerne.

By restricting their demand,

Prin restrangerea cererii, consumatorii pot de fapt

consumers can actually align their values with their spending,

sa-si alinieze valorile cu ce cheltuie,

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

si sa conduca capitalismul si afacerile,

nu numai catre a fi mai mult, ci catre a fi mai bine.

but to be about better.

Voi explica asta chiar acum.

We're going to explain that right now.

Based on Y&R's BrandAsset Valuator,

Bazandu-ne pe Y&R's BrandAsset Valuator,

instrument proprietate a VML si Young & Rubicam,

proprietary tool of VML and Young & Rubicam,

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

vom incerca sa intelegem ce s-a intamplat in criza

cu piata consumatorilor.

with the consumer marketplace.

We found a couple of really interesting things.

Am descoperit cateva lucruri interesante.

We're going to go through four value shifts

Vom trece prin 4 schimbari de valoare pe care le vedem ca

that we see driving new consumer behaviors,

directioneaza comportamentele noilor consumatori,

that offer new management principles.

care ofera noi principii de management.

The first cultural value shift we see

Prima schimbare de valori culturale pe care o vedem este tendinta

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

catre ceea ce numim viata lichida.

This is the movement

Aceasta este o trecere de la americanii care-si definesc succesul

from Americans defining their success on having things

prin a detine lucruri la a avea lichiditati,

to having liquidity,

because the less excess that you have around you,

deoarece cu cat ai mai putin exces in preajma,

cu atat esti mai agil si rapid.

the more nimble and fleet of foot you are.

As a result, déclassé consumption is in.

Ca rezultat, apare consumul declasat.

Déclassé consumption is the whole idea that spending money frivolously

Consumul declasat spune ca aruncarea banilor pe fereastra

nu te face sa fii la moda.

makes you look a little bit anti-fashion.

The management principle is dollars and cents.

Principiul managementului sunt dolarii si centii.

Deci hai sa ne uitam putin la exemple de acest consum

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

declasat care decurg de aici.

that falls out of this value.

The first thing is, something must be happening

In primul rand ceva trebuie sa se intample cand

when P. Diddy vows to tone down his bling.

P. Diddy jura sa-si tempereze vestimentatia.

(Laughter)

(Rasete)

But seriously, we also have this phenomenon

Serios vorbind, avem de asemenea acest fenomen

pe Bulevardul Madison, si in alte locuri

on Madison Avenue and in other places,

unde persoane ies din magazinele de lux

where people are actually walking out of luxury boutiques

cu pungi obisnuite

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

de hartie ca sa-si ascunda achizitiile de firma.

We see high-end haggling in fashion today,

Vedem dispute sofisticate in moda de astazi.

high-end haggling for luxury and real estate.

Dispute sofisticate pentru lux si imobiliare.

We also see just a relaxing of ego,

Vedem si o relaxare a ego-ului,

and sort of a dismantling of artifice.

si un fel de dezagregare a ingenuitatii.

Este o poveste despre un iaht club

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

care este, de fapt, format din clasa muncitoare.

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

Clubul de iaht al muncitorilor unde poti intra,

dar trebuie sa fi lucrat in santierul naval,

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

ca o conditie a intrarii in club.

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

Cu totii vedem tendinta catre

turism care este un pic mai cumpatat. Corect?

agritourism -- going to vineyards and going to farms.

Agroturism, calatorind la podgorii si ferme.

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

Si apoi vedem o inaintare, de la dolari si centi.

What businesses can do to connect with these new mindsets

Ce pot afacerile face ca sa se conecteze

cu aceste noi modele de gandire este chiar interesant.

is really interesting.

A couple things that are kind of cool.

Cateva lucruri care sunt interesante.

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

Unul ar fi ca Frito-Lay a intrevazut acest aspect al lichiditatii

la consumatorul lor.

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

Au descoperit ca consumatorul lor are mai multi bani la inceputul lunii,

mai putini la sfarsitul lunii. Asa ca ce au facut

less at the end of the month.

a fost sa schimbe ambalajele.

So they started to change their packaging:

Pachete mai mari la inceputul lunii, ambalaje mai mici

larger packs at the beginning of the month,

la sfarsitul lunii.

smaller packaging at the end of the month.

Foarte interesant, de asemenea, este clubul San Franciscio Giants.

Really interestingly, too, was the San Francisco Giants.

Ei au instituit preturile dinamice.

They've just instituted dynamic pricing.

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

Asa ca iau in considerare orice, de la reusitele aruncatorului

pana la vreme, la recordurile echipei,

to the weather, to the team records,

in setting prices for the consumer.

in setarea pretului pentru consumator.

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

Alt exemplu al acestor tipuri miscari este

ascensiunea companiei Zynga.

Zynga a crescut pe seama dorintei consumatorului

Zynga has risen on the consumer's desire

de a nu fi blocat in costuri fixe.

to not want to be locked in to fixed cost.

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

Din nou, asta este despre costuri variabile, standarde de viata variabile.

Asa ca microplatile au devenit uriase.

So micro-payments have become huge.

Si, in sfarsit, unii oameni folosesc Hulu

And lastly, some people are using Hulu

as a device to get rid of their cable bill.

de fapt ca un dispozitiv de a scapa de facturile de televiziune prin cablu.

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

Asa ca, ideile cu adevarat inteligente

sunt luate in considerare si marketeerii incepe sa inteleaga.

and that marketers are starting to understand.

A doua din cele 4 valori

The second of the four values is this movement toward

este miscarea catre etica si fairplay.

ethics and fair play.

We see that play itself out with empathy and respect.

Observam ca se desfasoara cu empatie si respect.

The consumer is demanding it.

Consumatorul o cere.

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

Si, ca rezultat, afacerile trebuie sa furnizeze

nu doar valoare, ci valori.

but values.

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

Din ce in ce mai mult, consumatorii se uita la cultura companiei,

se uita la comportamentul ei in piata.

at their conduct in the marketplace.

So we see with empathy and respect

Deci, ceea ce vedem cu empatie si respect, multe lucruri incurajatoare

lots of really hopeful things come out of this recession.

care au rezultat din aceasta recesiune.

O sa va dau cateva exemple.

I'll give you a few examples.

One is the rise toward communities and neighborhoods,

Unul este accentul catre comunitati si vecinatati,

un accent crescut catre vecinii vostri ca sistem de suport.

and increased emphasis on your neighbors as your support system.

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

De asemenea, un rezultat minunat al unui lucru groaznic,

which has been unemployment,

care a fost somajul, este o crestere a

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

voluntariatului in tara noastra.

De asemenea, vedem acest fenomen --

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

unii dintre voi poate aveti "copii bumerang" --

these are "boomerang alumni,"

acestia sunt "absolventi bumerang"

where universities are actually reconnecting with alumni

care presupune ca universitatile reiau legatura cu absolventii

ajutandu-i in cautarea de job-uri, impartasind abilitati si reinstruindu-i.

and helping them with jobs, sharing skills and retraining.

We also talked about character and professionalism.

Am vorbit, de asemenea, despre caracter si profesionalism.

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

Am avut miracolul de pe raul Hudson in New York, stiti, in ianuarie.

and suddenly Sully has become a key name on BabyCenter.

Si, dintr-o data, Sully a devenit un nume important pe Babycenter.

(Laughter)

(Rasete)

So, from a value and values standpoint,

Deci, din punctul de vedere al valorii si valorilor,

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

ce pot face companiile este sa se conecteze in diferite feluri.

Microsoft is doing something wonderful.

Microsoft face ceva minunat.

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

S-au angajat sa re-instruiasca in IT 2 milioane de americani:

using their existing infrastructure to do something good.

folosind infrastructura existenta sa faca ceva bun.

Also, a really interesting company is GORE-TEX.

O alta compatie interesanta este Gore-Tex.

GORE-TEX is all about personal accountability

In Gore-Tex totul este despre responsabilitate personala

a managementului si angajatilor,

of their management and their employees,

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

pana in punctul in care evita ideea de sefi.

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

Dar ei, de asemenea, vorbesc despre faptul ca

executivii lor, toate rapoartele lor de cheltuieli,

all of their expense reports are put onto their company intranet

sunt puse in reteaua intranet a companiei pentru ca oricine sa le poata vedea.

for everyone to see.

Complete transparency.

Transparenta completa.

Think twice before you have that bottle of wine.

Gandeste-te de doua ori inainte de a bea o sticla de vin.

(Laughter)

The third of the four laws of post-crisis consumerism

A treia din cele patru legi ale consumerismului post-criza

is about durable living.

este despre un stil de viata durabil.

We're seeing in our data that consumers are realizing

Vedem in datele noastre ca consumatorii realizeaza

this is a marathon, not a sprint.

ca este un maraton, nu o cursa de viteza.

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

Ei fac sapaturi. Si cauta moduri de a extrage valori

din fiecare achizitie pe care o fac.

out of every purchase they make.

Witness the fact that Americans are holding on to their cars

Dovada sta faptul ca americanii isi pastreaza masinile

mai mult decat pana acum

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

9,4 ani, in medie, in martie. Un record.

A record.

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

De asemenea, vedem ca bibliotecile au devenit

o resursa uriasa pentru America.

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

Stiati ca 68% din americani

au acum un permis de intrare la biblioteca?

The highest percentage ever in our nation's history.

Cel mai mare procent in istoria natiunii noastre.

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

Deci ceea ce vedeti in acest trend este si

acumularea de cunostinte.

Continuing education is up.

Educatia continua este in crestere.

Everything is focused on betterment, training,

Totul este concentrat pe imbunatatire si instruire.

development and moving forward.

si dezvoltare si inaintare.

We also see a big DIY movement.

De asemenea, vedem o mare miscare DIY. (Do-It-Yourself = fa-o singur)

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

Am fost fascinat sa aflu ca 30%

din toate locuintele din America sunt, de fapt, construite de proprietari.

are actually built by owners.

That includes cottages and the like,

Asta include casute de vacanta si asemanatoare. Dar este 30%.

but 30 percent.

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

Deci oamenii isi murdaresc mainile. Isi sufleca manecile.

Isi doresc aceste calificari.

They want these skills.

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

Vedem asta in fenomenul cresterii in curte

a gainilor si ratelor. Si cand faceti socotelilele,

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

se spune ca nu renteaza, dar principiul este acolo

but the principle is there;

este vorba despre sustenabilitate si a avea grija de tine.

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

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

Si apoi ne uitam la High Line in New York,

an excellent use of reimagining existing infrastructure

o excelenta folosire a regandirii

infrastructurii existente pentru ceva bun, adica

for something good,

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

un parc nou-nout in New York.

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

Deci, ceea ce brandurile pot face, la fel si companiile,

este sa plateasca dividende consumatorilor,

be a brand that lasts,

sa fie branduri care dureaza,

offer transparency,

sa ofere transparenta, sa-ti promita ca vei exista dincolo de vanzarile de azi.

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

Un exemplu perfect este Patagonia.

Perfect example of that is Patagonia.

Patagonia's "Footprint Chronicles"

Patagonia's Footprint Chronicles in principiu

basically goes through and tracks every product they make,

tine evidenta fiecarui produs pe care-l fabrica,

and gives you social responsibility,

si va ofera responsabilitate sociala,

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

si va ajuta sa intelegeti etica

ce sta in spatele fiecarui produs fabricat.

Another great example is Fidelity.

Alt mare exemplu este Fidelity.

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

In loc de recompense imediate in bani pentru cumparaturile pe credit sau debit,

this is about 529 rewards for your student education.

este vorba de 529 recompense

pentru educatia universitara.

Or the interesting company Sunrun.

Sau interesanta companie SunRun.

I love this company.

Iubesc aceasta companie. Ei au creat o cooperativa de consumatori

They've created a consumer collective

care pun panouri solare pe casele lor

where they put solar panels on households

and create a consumer-based utility,

si au creat utilitati bazate pe consumator

where the electricity they generate

unde electricitatea generata este

is basically pumped back out into the marketplace.

pompata inapoi in piata de energie.

Deci, este o cooperativa condusa de consumatori.

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

The fourth post-crisis consumerism that we see

Asa ca, al patrulea fel de consum post criza identificat

este intoarcerea catre comunitate, oameni.

is this movement about "return to the fold."

It's incredibly important right now.

Este incredibil de important in acest moment.

Trust is not parceled out, as we all know.

Increderea nu este parcelata, asa cum stim cu totii.

It's now about connecting to your communities,

Acum este vorba despre conectarea la comunitatile voastre,

connecting to your social networks.

despre conectarea la retelele voastre sociale.

In my book, I talked about the fact

In cartea mea am vorbit despre faptul ca 72%

that 72 percent of people trust what other people say

din oameni au incredere in ce spun alti oameni

about a brand or a company,

despre un brand sau o companie, in comparatie cu 15% - increderea in reclame.

versus 15 percent on advertising.

Deci, in aceasta privinta,

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

consumerismul colectiv si-a luat cu adevarat zborul.

This is about consumers working together to get what they want

Este vorba despre consumatori lucrand impreuna

sa obtina ceea ce vor din piata.

out of the marketplace.

Sa ne uitam la cateva exemple rapide.

Let's look at a couple of quick examples.

Miscarea artizanala este imensa.

The artisanal movement is huge:

everything about locally derived products and services,

Toate produsele si serviciile locale,

supporting your local neighborhoods,

in sprijinul comunitatilor locale,

whether it's cheeses, wines and other products.

indiferent ca e vorba de branzeturi, vinuri sau alte produse.

Also this rise of local currencies.

De asemenea, cresterea valutelor locale.

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

Realizand ca este dificil de obtinut imprumuturi in aceste imprejurari,

faceti afaceri doar cu oameni in care aveti incredere,

you're doing business with people you trust

in pietele locale.

in your local markets.

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

Deci, aceasta crestere a acestui fel de valute locale

este un alt fenomen interesant.

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

Apoi au intocmit acest raport recent

eu am fost fascinat.

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

Au inceput, in anumite comunitati din USA,

sa publice consumul de electricitate al oamenilor.

to publish people's electricity usage.

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

Si ceea ce au descoperit este ca atunci cand acest consum a fost facut public,

the people's electricity usage in those communities dropped.

consumul de electricitate al comunitatilor a scazut.

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

Apoi ne uitam la ideea de adunare a vacilor,

which is the whole phenomenon of consumers organizing together

care reprezinta fenomenul consumatorilor

care se organizeaza impreuna

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

ca sa cumpere carne din ferme organice

despre care stiu ca sunt sigure si controlate in felul in care voiau ei sa fie controlate.

in the way that they want it to be controlled.

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

Si mai exista alta interesanta tendinta

care a aparut in California, care este despre "mafia morcovilor".

which is about carrot mobs.

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

Reactia traditionala ar fi boicotul, corect?

Sa arati un bat? De ce sa nu arati un morcov?

Well, why not have a carrot?

Deci acestia sunt consumatorii care se organizeaza, adunandu-si resursele,

So these are consumers organizing, pooling their resources

to incentify companies to do good.

sa stimuleze companiile sa faca bine.

And then we look at what companies can do.

Si apoi ne uitam la ce pot face companiile.

This is all the opportunity about being a community organizer.

Aceasta este toata oportunitea in calitatea de organizator de comunitati.

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

Trebuie sa realizezi ca nu poti lupta sau controla asta.

You actually need to organize it.

De fapt e nevoie sa o organizezi.

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

Trebuie sa o pui in valoare. Trebuie sa-i dati o semnificatie.

And there's lots of really interesting examples here.

Sunt o multime de exemple interesante

pe care le vedem.

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

Primul este faptul ca

compania Zagat s-a indepartat

and diversified from rating restaurants,

si diversificat, de la clasificarea restaurantelor,

into actually rating health care.

la clasificarea serviciilor de sanatate.

So what credentials does Zagat's have?

Deci ce certificari are Zagat?

Well, they have a lot,

Ei bine, multe. Pentru ca este reteaua lor de oameni. Corect?

because it's their network of people.

So that becomes a very powerful force for them

Deci asta devine o forta puternica pentru ei

sa-si faca brandul mai elastic.

to make their brand more elastic.

Then you look at the phenomenon of Kogi.

Apoi va uitati la fenomenul Kogi.

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

Acest Kogi nu exista. Este un camion in miscare. Corect?

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

Este un camion in miscare prin Los Angeles. Si singurul fel in care-l poti descoperi

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

este prin intermediul Twitter.

(Laughter)

Sau daca va uitati la Johnson & Johnson's Momversations.

Or you look at

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

Un blog fenomenal care a fost construit.

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

In care J&J foloseste

puterea bloggeritelor mamici,

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

permitandu-le sa creeze un forum

unde pot comunica si se pot conecta.

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

Si asta a devenit un foarte, foarte valoros

fel de venit din reclama pentru J&J.

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

Asta plus faptul ca aveti

o munca extraordinara din partea CEO

from Ford to Zappos, connecting on Twitter,

de la Ford la Zappos, conectati prin Twitter

creating an open environment,

creand un mediu deschis,

allowing their employees to be part of the process,

permitand angajatilor sa fie o parte a procesului,

rather than hidden behind walls.

decat sa se ascunda in spatele zidurilor.

You see this rising force in total transparency and openness

Vedeti in aceasta forta in ascensiune un fel de

transparenta si deschidere totala pe care companiile au inceput sa o adopte.

that companies are starting to adopt,

Totul pentru ca consumatorul o cere.

all because the consumer is demanding it.

So when we look at this and step back,

Asa ca, atunci cand ne uitam la asta si ne dam putin inapoi,

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

ce cred eu este ca criza care exista astazi

este in totalitate reala.

It's been tremendously powerful for consumers.

A fost coplesitor de puternica pentru consumatori.

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

Dar in acelasi timp, asta a fost o oportunitate impresionanta.

The Chinese character for crisis is actually the same side

Si caracterul chinez pentru criza

este de fapt aceeasi fata a aceleiasi monezi.

of the same coin.

Crisis equals opportunity.

Criza inseamna oportunitate.

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

Ceea ce vedem la consumatorii de azi

este abilitatea lor

to actually lead us forward out of this recession.

sa ne scoata din aceasta recesiune.

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

Asa ca, noi credem ca consumul condus de valori

va forta capitalismul sa fie mai bun.

it will drive innovation;

Va conduce inovarea.

it will make longer-lasting products;

Va face produse mai durabile. Va crea

it will create better, more intuitive customer service;

servicii mai bune si mai intuitive pentru consumator.

Ne va da oportunitatea sa ne conectam cu companiile

and it will give us the opportunity to connect with companies

that share the values that we share.

care impartasesc aceleasi valori ca si noi.

Asa ca, atunci cand ne dam inapoi si ne uitam la asta

So when we look back and step out at this

si vedem inceputul acestor tendinte

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

pe care le vedem in informatiile noastre

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

vedem un foarte promitator tablou al viitorului Americii.

Va multumesc foarte mult.

Thank you very much.

(Applause)

(Aplauze)