Global Research From Johnnie Walker Reveals a new Model for Measuring
Success and Achievement
Over half (52%) of global citizens say success isn't just based on
Two in five (42%) do not think material goods signify success
Death of the 'me' culture in the Western World
Community values still prevalent among the conspicuous consumption of
LONDON, Sept. 29, 2011 /CNW/ - Attitudes towards success and achievement
are fundamentally changing around the world, according to a new report
released today from Johnnie Walker.
'The Progress Index' - an international study which included a poll of
over 11,000 people in 11 countries - was commissioned to investigate
how the concept of 'progress' is evolving as part of the Johnnie Walker
Keep Walking Project, a new initiative to spark thinking for a better future.
Over half (52%) of the international sample said that success in life
isn't based on wealth and two in five (42%) said they no longer believe
that material goods signify success, with the figure exceeding two in
three (68%) in Spain - the largest in the report.
Nearly one in three (31%) of those surveyed said they will regard
themselves successful when they can help others and the vast majority
(88%) feel they achieve more by working with others.
Despite a challenging economic climate, only one in five (21%) said they
would be willing to succeed at the expense of others, further
emphasising the shift from 'individual' to 'collective' gain.
A shift from a 'Me Culture' to a more community based 'We Culture' is
perceptible around the world, although to varying degrees.
The report identifies three stages of how countries think about
progress. In stage one, the acquisition of wealth and defined social
positioning are vital. In stage two, status symbols are important, but
relationships and philanthropy begin to be valued more. In stage
three, the idea of exclusive value - that the rarer something is, the
more valuable it is - moves instead towards an idea of inclusive value:
the more people use something, the more valuable it is.
Stage 1: Status Symbolists
Countries in stage one include Lebanon, Thailand, China and Vietnam. The
perception that success is based on wealth was shared by 72% of those
polled in China, 64% in Thailand and 61% in Lebanon. People in Vietnam
(43%), China (38%) and Lebanon (37%) said their main aspiration was to
succeed professionally compared to only 16% in the US.
Stage 2: Ambitious Altruists
Countries in this stage include Greece, US, South Africa, UK, Bulgaria
and Brazil. 55% of respondents in Greece and the US stated that
material goods don't signify success. The importance of giving back is
emphasised by South Africa, 94% of whom said that this is crucial when
Stage 3: Co-Operative Collaborativists
The only country already beginning to enter stage three is Spain. For
two in three (68%) Spanish respondents, material goods do not signify
success, far higher than the global average of 42%. Roughly the same
number (71%) does not think that success in life is not based on
Report contributor Rachel Botsman, author of 'What's Mine is Yours: The
Rise of Collaborative Consumption', observes: "The recession has been
an accelerator of consumer values and there is a massive resurgence of
need for community. We are expressing ourselves by what we belong to,
versus what we individually own."
'The Progress Index' also reveals how a new wave of innovation and
entrepreneurialism is looking to crowd sourcing, collaboration and
conversation to find solutions to challenges.
A bottom-up, solve-it-yourself culture is emerging, with 79% of the
global survey believing that mankind will come up with the solutions it
needs to combat the world's problems.
Inspired by this, Johnnie Walker is launching the Keep Walking Project in seven countries in 2011 (Bulgaria, Brazil, Greece, Lebanon, Spain,
Thailand and Vietnam) which shortlists three pioneering projects and
invites people to decide which is most inspirational.
The Art Project led by artist Ze Frank will share peoples' collective
vision for their cities; The Tech Project will power light
installations using energy generated from Pavegen paving slabs; and The
Business Project by Hub Culture will encourage enterprise via pop-up
lectures. Successful projects will launch in Spring 2012.
Gavin Pike, Global Brand Director for Johnnie Walker, said: "In the age
of global interdependence, as we face collective challenges such as
climate change, financial crises and population growth, people are
recognising the value of collaborative solutions over individual gain.
"The Keep Walking Project hijacks this emerging trend by asking people to show their support for
some exciting initiatives that could have a positive impact on our
"Striving for success - whether individual or collective - embodies the
Johnnie Walker notion of progress, which enabled three generations of
the Walker family to grow a small grocery store founded in 1820 into
the world's number one Blended Scotch Whisky."
Notes to Editors:
About The Report
'The Progress Index' was developed by Future Poll, the research division
of The Future Laboratory, and commissioned by Johnnie Walker.
Eleven surveys, conducted in July 2011, polled the opinion of over
11,000 respondents aged 25 to 45 years old living in Brazil, Bulgaria,
China, Greece, Lebanon, South Africa, Spain, Thailand, Vietnam, the UK
and US. The sample comprises roughly a 60:40 male:female split and
respondents are evenly spread between the age range.
The process for defining the stages of 'progress' was underpinned by the
theory of experts, such as those interviewed as part of the report, as
well as qualitative research.
About JOHNNIE WALKER
JOHNNIE WALKER is the world's number one Blended Scotch Whisky brand,
enjoyed by people in more than 180 countries around the world. Since
the time of founder, John Walker, it has been closely associated with
the concept of progress.
Diageo is the world's leading premium drinks business. With its global
vision, and local marketing focus, Diageo brings to consumers an
outstanding collection of beverage alcohol brands across the spirits,
wine and beer categories including Smirnoff, Guinness, Johnnie Walker,
Baileys, J&B, Cuervo, Captain Morgan and Tanqueray, and Beaulieu
Vineyard and Sterling Vineyards wines. Diageo trades in some 180
countries around the world and is listed on both the New York Stock
Exchange (DEO) and the London Stock Exchange (DGE).
Diageo is committed to responsible drinking through: setting world-class
standards in responsible marketing, promotion and innovation; promoting
a shared understanding of what responsible drinking means, and working
with others to combat alcohol misuse.
The JOHNNIE WALKER and KEEP WALKING words and associated logos are
SOURCE Johnnie Walker
For further information:
Matt Crowhurst at Edelman on firstname.lastname@example.org / +44(0)20-3047-4042