Metropolitan Report 1

Transcription

Man made the city, but now the city is shaping man.
Rapid urbanisation in conjunction with the effects of
globalisation give rise to a global class of citizens who
share a mindset and a set of values related to urban
living.
We call this the Metropolitan mindset.
According to the Metropolitan Survey this mindset is
present throughout the world. Metro International and
business intelligence firm United Minds have surveyed
30 cities in 6 continents. 15,000 urbanites have answered questions on subjects ranging from plastic surgery and casual sex to freedom of expression and social
media habits.
This report will give you an invaluable insight into
the mind and lifestyle of city dwellers at the beginning
of the 21st Century.
Meet the Metropolitans.
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5
Values
Play
Work
The Metropolitans
Urban Appreciation
Expert: Challenge your brand
in cities Urban Myth Busting
The Metropolitan Mindset
Interview: Kumi Naidoo
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15
16
18
20
24
Work
Work all over the World
Expert: Meaning is more
important than money
Interview: Alain de Botton
Commuting
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32
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Media
Leisure and Creativity
Beauty and Fashion
Travel
Food
Interview: Ferran Adrià
Nightlife
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45
48
50
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54
News
Technology
Social Media Expert: Listen before joining
social media
Interview: Paul Kim
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68
70
socialmedia
P.20
Edit My Profile
Share
P.36
P.34
P.24
Kumi Naidoo:
’Activism should
be cool’
News Feed
Sarah
A Beginner’s Guide
to Metropolitans
Alain de Botton:
‘We’re judged by
what we do’
Photos
News Feed
P.46
The Metropolitan
Day
Status
Cut, Buy & Beautify
P.52
Ferran Adrià:
‘We’ll see more
informal dining’
Messages
Calendar
Friends
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P.66
The Physical
Facebook
Metropolitan Network
Urban Community
P.68
2
Inga from Swe
Check out this guys!
Caroline Jungsand:
‘Live by your
message’
Create group
See all
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Metropolitan Report – Table of content
Metropolitan Report – Table of content
Apps
7
2 minutes ago
Photo: Daniel Troyse
The First Global
Target Audience
Metropolitan, Milan
Credits
Management
Christian Quarles, Metro International
Wilf Maunoir, Metro International
Knowledge expands life beyond one’s immediate
similarities, regardless of cultural differences: the di-
existence. This is the simple idea behind Metro. We
versity of people, the number of human encounters,
bring new perspectives on the world to our readers,
the creativity and pace of life, the variety of leisure
Editor
we provide them with rich experiences in a format
activities.
Patrik Kronqvist, United Minds
designed to fit perfectly into the fast paced urban life-
The Metropolitan Report shows that these similari-
style. We let our readers know more to live bigger.
ties encapsulate a specific mindset. This Metropoli-
As the world’s largest newspaper, with more
tan mindset is present in all the cities we surveyed,
than 35 million weekly readers in over 100 cities, we
to a greater or lesser degree. It is the reason we talk
are experts on the city dweller — our reader. It is be-
about the Metropolitans as the first truly global target
cause we know them — their dreams and aspirations,
audience.
their interests and priorities, the way they lead their
The Metropolitan Report will give you invalu-
lives — that we can deliver news to them in the best
able insight into the mind and lifestyle of these Met-
possible way. Further, it is by knowing our readers
ropolitans. With ever-increasing urbanization, well-
that we can provide the insight you need in order to
connected city dwellers will continue to be the most
sharpen your communication strategy towards them.
influential target audience as they set the trends of
You have in front of you the first of what will be a
the future. Needless to say, it is a group that’s es-
Survey management
recurring Metropolitan Report that aims to give you
sential for companies to know well, and to develop a
Eduarda Taveira, Metro International
a unique picture of how urbanites live, think and
strong relationship with.
Sepideh Imani, United Minds
dream at the beginning of the 21st Century. A total of
We hope you will enjoy reading our first Metropoli-
15,000 people in 30 cities on six continents have an-
tan Report.
swered questions on all kinds of issues, from plastic
surgery and casual sex to freedom of expression and
Stockholm April 2011
social media habits.
Paul Alarcon, United Minds
Art Director
Johanna Runebjörk, Metro International
Writer
Hugo McEwen, The Languagelaunderer
Additional writers
Devi Brunson, Prime Group
Elisabeth Braw, Metro World News
Romina McGuinness, Metro World News
Illustrator
Cecilia Lundgren
Press Relations
Linda Fors, Metro International
We have compiled the Metropolitan Report
in cooperation with the business intelligence firm
Photographers:
United Minds, whose extensive experience in urban
David Salas
consumer research on a global scale, closely allied
Daniel Troyse
with our own knowledge, gives you a rich and useful
Per Mikael Jensen, President and CEO
Lluis Gene, AFP Photo
narrative profile of this elusive demographic.
Metro International
Vincent Starr
The Metropolitan Report proves something we
Metro inhouse photographers
have long suspected: After 16 years with our finger
Thinkstockphoto
on the pulse of city life we know that whether in
Gettyimages
New York, Mexico City or Hong Kong, there are many
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Metropolitan Report – Introduction
9
Values
Metropolitan, Paris
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The Rise of the
Metropolitans
Man made the city but now the city is shaping man. A global class
of citizens is emerging in modern global cities who share a mindset
and a set of values that is related to urban living. It’s time to start
paying attention to how these people think, work, play and live,
because who and where they are is about to be very important.
Meet the Metropolitans.
Big cities are nothing new in human history. Rome
shows that the emergence of the Metropolitan mind-
had a population of over a million 2000 years ago.
set can be found wherever you look, throughout the
But now the pace of the growth, spread and consoli-
world.
dation of urbanization all over the world is increas-
We are not suggesting that the Metropolitans are
ing.
going to swallow the world, like some alien blob in
Today close to 180,000 people move into cit-
50’s science fiction, or indeed that they are equally
ies daily, adding more than 60 million urbanites
influential in all the different cities in our survey.
every year. By 2030, China will have 221 cities with
And we wouldn’t claim that cities are utopian soci-
more than 1 million people, and this year city plan-
eties, populated entirely with young, nice-looking
ners proposed merging the nine cities around the
professionals. Urbanisation can be a messy, cha-
Pearl River Delta into a single
otic business, and even in the
mega-city, containing around
great cities of the Old World,
42 million people. Just 100
cities account for a third of
the world’s economy, and
New York City’s economy
alone is larger than 46 of subSaharan Africa’s economies
combined.*
This development com-
‘Metropolitans
are excited by
new challenges,
not scared of
them.’
bined with the effects of glo-
Illustration: Cecilia Lundgren
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69%
will be living in
cities in 2050
51%
is living in cities
in 2011
there are losers as well as winners. But globalisation and
ever-increasing urbanisation
will make the Metropolitans
a more and more important
influence in the cities of the
developing world, as they are
already in the Western World.
The Metropolitan Mindset
balisation is producing a class of people who owe
is first and foremost about thinking in a similar way.
many of their values, habits and defining character-
The meeting and melding of cultures, ideas, races
istics to city life, wherever they happen to be.
that happens all the time, at every level, in modern
We call this the Metropolitan mindset.
cities produces a mindset that is innovative, creative,
Metropolitans are affluent, creative, ‘switched on’,
excited by new challenges, not scared of them.
socially liberal, mobile, globally and environmen-
To a large degree, it is also a matter of lifestyle.
tally conscious, well-informed. In a sense they are
City folks are used to having everything they need
not defined by race, colour, culture, politics or geog-
close by, and quite a lot of stuff they don’t need, but is
raphy, but instead by their common citizenship of cit-
part of what makes living in cities great. There’s the
ies anywhere and everywhere.
hippie district where every second shop sells crystals
Our survey, spanning 30 cities in six continents,
and herbal remedies, ▶
* Sources: Intuit (October 2010); Foreign Policy (August 2010); Reuters (January 2011).
13%
lived in cities
in 1900
37,000,000
the population size of Tokyo, the
world’s largest city.
Source: World Urbanization Prospects. The 2009 Revision (2010).
Metropolitan Report – Values
13
the Chinese supermarkets, the arty cinema that
shows Almodovar films and the kind of stuff that
doesn’t make it to Hollywood. And there are all-night
supermarkets, pharmacies open on Sundays, and
What Metropolitans appreciate most about urban life:
all sorts of stuff you wouldn’t find in smaller towns,
because there just isn’t enough of a market for them
there.
The increased financial security that comes
with city life removes people from the sort of hardships their forbears had to deal with; they become
freer to think beyond where the next meal is com-
1. The leisure
activities
ing from, or whether the local warlord is going to
burn their village. Metropolitans worry about what
happens to the rubbish they produce, whether their
children’s asthma is related to pollution, whether climate change is causing famines in much of Saharan
Africa, what can be done to help people in Bangla-
2. The job
opportunities
desh whose lives have been devastated by monsoon
flooding.
The American sociologist Ronald Inglehart calls
this new value system post-materialism.
In places where tens of millions of people live very
close together, tolerance and acceptance can’t just
be high-minded ideals, they are basic facts of life. A
3. The
sense of
individual
freedom
church, a synagogue and a Hindu temple may be in
4. The cultural
dynamism
neighbouring streets, with a gay bar, a holistic medicine shop and a halal butcher in between. Living in
amongst that requires tolerance.
Metropolitans want their work to be fulfilling,
City identity
not just a way of making money, and they want their
leisure time to be full of choices and opportunities.
67% identify themselves
with their city, almost equally as
many as identify themselves
with their nation (69%).
Wherever they are in the world, as increasing affluence broadens their mindset, Metropolitans share
5. The possibilities
of meeting new
people
values and aspirations.
And the Metropolitans are on the rise.
Cities are growing all over the globe, new cities are
appearing almost spontaneously in much of the developing world, it feels as if the planet is shrinking.
As the movement of people and ideas increases from
city to city around the world, it is becoming less and
less relevant which country you happen to live in.
What will be important are the shared values, characteristics and habits of city dwellers everywhere.
And those values, characteristics, habits are essential as Metropolitans are at the cutting edge of the
zeitgeist. This global class set the trends of the future
and increasingly dictates to employers the way they
want to work. It is the target group advertisers, politi-
t
are willing to change their lifestyle
for the sake of the environment
cians and marketers alike turn to for the dominant
cultural mindset of the day.
Listening to the Metropolitan is hearing the voice
Notes about the survey results
Results presented in the Metropolitan Report are representative of the online
population aged 18–49 years, who work or study in any of the 30 cities surveyed.
Internet penetration in surveyed cities varies from close to 100% in Stockholm to
20% in Mumbai. Due to lower internet penetration in emerging market cities, e.g.
Mumbai and São Paulo, the online population represents primarily the growing
affluent middle-class in these cities.
of tomorrow. ▪
Metropolitan, Hong Kong
Metropolitan, Paris
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Concrete Jungles Where Dreams Are Made
Dreams are what keeps a city’s heart pumping. Dreams of a better life, of
excitement, of self realisation. This is what Metropolitans all over the world
appreciate most about life in the urban jungle.
Architecture aficionados
Most satisfied
Urban to the bone
the concrete jungle itself is one of the
ones who are most satisfied
In London 68% feel
things they like most about the city.
with their lives.
most at home in a big city.
Melting pot appreciation
39% of Metropolitans in Beijing say that
Amsterdam’s residents are the
The diversity of people is the third best thing
about New York, according to New Yorkers.
Culture lovers
Hungry for work
55% of Parisians say that the
city’s cultural dynamism is what
Mexico City is where the job
they like most about urban life.
opportunities created by cities
are most appreciated.
I
Mumbai
75% of Metropolitans in Mumbai
have a strong city identity.
Least satisfied
In Tokyo life satisfaction
is at its lowest.
Hardcore Metropolitans
In São Paulo 49% could not imagine
living outside a big city.
Embracing diversity
66% in Cape Town do not mind living in a
diverse community with ethnic plurality and
other sexual orientations than their own.
Expert: ‘Companies need to dare challenge their brands in big cities’
Fredrik Törn is researcher at the
Center for Consumer Marketing at the
Stockholm School of Economics. In
2009 he published his thesis
‘Challenging Consistency – Effects of
Brand-Incongruent Communications’.
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What is incongruent communication?
Incongruent communication is communication
that is contrary to what one would expect from
a brand. Convention today is that brand management should be uniform and consistent. So it is
for brands that have not caught up in consumers’
memory structures. Well-established brands, by
contrast, face other challenges.
Why should Metropolitans in particular be
communicated with incongruently?
In a cluttered advertising milieu like a big city the
need is great for new tools to reach out. Wellestablished brands that communicate consistently
and coherently risk losing consumers’ attention.
Strong brands have a greater degree of freedom
than the brand owners believe. They can afford
to dare more in their communications. Incongruence increases brand interest.
Is incongruent communication always good?
Completely atypical communication is not good,
and using a famous face that consumers dislike is
of course negative. However, it is important to be
creative in your communication and in cities there
is both a greater acceptance and greater demands
for advanced communication.
Metropolitans are post-materialists and valuedriven consumers. How should this affect brand
management and brand development?
Products are now much more than their functions,
we see increasing demand for authenticity. More
companies are communicating a social mission.
It is a consequence of consumers having all their
material needs met and beginning to think about
what meaning they fill their lives with. In a world
of brands, companies must communicate their social mission, by daring to challenge their brands.
59%
feel most at home
in big cities.
29%
could not imagine living
outside a big city.
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Busting Urban Myths
Alright, so let’s get some of the myths about city life out of the way,
before we explore how it really is for modern urbanites; or the
Metropolitans, as we call them. Fact: Metropolitans are neither
selfish nor lonely.
Popular culture has done much to reinforce many of
do with ingrained assumptions about the negative
our assumptions and prejudices about urban exist-
effects of city life, as against a rose-tinted dream of
ence. But it’s a viewpoint coloured by the extraordi-
small town existence that rarely turns out to be true,
nary and chaotic expansion of cities over the past two
if it ever was.
centuries or so, not by any real basis in what it’s like
The truth is, as modern urbanisation matures in
to live in them at the beginning of this new millen-
the developed world, the initial chaos of urban ex-
nium.
pansion has largely been ironed out. And if we look
We tend to think of cities as alienating, lone-
around us, we find that many of the assumptions and
ly, overcrowded, dangerous, dystopian, and a lot of
prejudices about the negative impact of city life on
great art over the centuries has done little to dispel
our collective psyche prove to be a lot less certain
those fears.
than we think. In fact, it may turn out to be the big-
Whether it’s the crime-ridden London of Oliver
gest urban myth of all.
Twist, the psychotic New York loner Travis Bickel
Metropolitans are more extrovert and open-
in Taxi Driver, Renton and his sociopathic, junkie
minded than rural inhabitants. Their values tend
friends rampaging through picture-postcard Edin-
to be more inclusive and externalised, beyond the
burgh in Trainspotting or the
future-very-imperfect, Tokyo
of the Japaneese Manga series
Ghost Shell, cities are threatening, unwholesome places.
And the people who live in
them are either weird, mad
or barricaded into their apartments, waiting for the prob-
narrow walls of their own self-
‘There’s a new sense of
community in cities,
an increase in social
capital, an increase in
trust. It all leads to less
alienation.’
ably corrupt cops to arrive.
72% believe people in small
towns are happier than people
in big cities.
86%
try to be friendly and helpful
towards tourists in their city, Lisbon
being the friendliest city of all.
charity, concern for the plight
of people in a less fortunate
position than their own.
In short, Metropolitans care
more.
Even that great-granddaddy
of urban clichés, that cities are
lonely places to live, has been
And conversely, you only have to look at the green,
seriously dented by recent research. As American
always sunny English countryside of the British
social science academic John Cacioppo writes in his
crime series Midsomer Murders to see an urbanite’s
book ‘Loneliness’, ‘There’s a new sense of communi-
view of a rural life that probably never existed, and
ty in cities, an increase in social capital, an increase
certainly doesn’t now. No ethnic minorities, very lit-
in trust. It all leads to less alienation.’
tle apparent poverty, no one apart from barmen ever
In addition, although more people live alone in cit-
seem to do a day’s work and the only worry is that
ies than elsewhere, they socialise more, have wider
you might get shot in the back by a mad retired colo-
social networks, go out more and have a more active
nel with a crossbow.
emotional life than people in smaller communities.
Even amongst Metropolitans, as our survey
The fact is, we’re getting good at living in cities. We
shows, almost three quarters believe that people in
had to. That’s how most of us will be living from now
small towns are happier – a figure that has a lot to
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interest – environmentalism,
28% believe people in big
cities are happier than people
in small towns.
on. ▪
77% usually move out of the
way if someone is in their path
on the sidewalk.
55% have donated money to
charity in the last year.
Metropolitan, Beijing
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Inside the
Metropolitan’s
Head
Metropolitans, like cities, are full of paradoxes.
They’ve got big egos, but they’re altruistic. They
worry about the environment, but they love
shopping. They aren’t especially satisfied with life,
but they believe there’s a bright future ahead.
A beginner’s guide to the Metropolitan mindset.
What Metropolitans consider give them the most social status:
1. Having broad
general knowledge
2. Having a successful career
3. Being self-confident/extrovert
Dissatisfied optimists
Metropolitans don’t do ‘content’. They’re
curious about new things and not scared of
change. They’re never satisfied, but they
believe things can be better. They’re more
likely to change jobs, partners, hairstyles,
brands than country folk.
4. Being creative
5. Being engaged in the community/helping others
6. Having a long and stable relationship
7. Having built your own fortune
8. Having a large social network
Local globalists
Metropolitans have global instincts, but local
identities. They care as much about global
events as local news and identify themselves as
much with their city as with their country.
9. Being able to set your own working hours
10. Being fluent in several languages
Caring egotists
Metropolitans are individualistic, but unselfish,
altruistic. They have big egos and don’t lack
self-confidence. They take responsibility for
their own lives. They’re not self-obsessed,
however. They value helping others,
‘community’, sharing, charity.
Consumption is the urban way of life, but
Metropolitans are aware of what they
consume. They are post-materialistic, which
means they put a high premium on humanism,
creativity, personal freedom. As consumers
they’re socially and environmentally responsible, not just buying things to have more,
bigger, shinier possessions.
Informed but numb
Liberal traditionalists
Metropolitans like diversity. It’s a basic requirement, living in a modern city. They’re inclusive,
socially liberal, but they don’t smash taboos for
the fun of it; they’re pro same-sex marriage
because they believe marriage is an institution
worth preserving and everyone should be
allowed to do it.
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Considerate consumers
Metropolitans are media junkies, advertising
connoisseurs. That doesn’t mean they
believe whatever they’re told to believe. On the
contrary, they’re hard to persuade. You have to
earn their respect, they don’t give it without
thinking. And you have to get them at the right
moment, because the blur and hum of city life
numbs brains and reduces attention spans.
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Photo: David Salas
A Better Breed?
Say what you want about Metropolitans, but their
mindset is inarguably sympathetic. They can
afford to see the bigger picture, because they’ve
got everything they need. They care deeply about
individual rights and free speech, and they choose
the environment before jobs.
51%
74%
say that their lives are
governed primarily by
themselves and not by
external factors.
believe freedom of speech
must never be restricted.
This is less true in cities such
as Cape Town, Mumbai,
Seoul and Moscow.
68%
say that the need for governments to monitor citizens is
never more important than the
citizens’ right to privacy.
55%
53%
think marriage is an institution worth preserving.
think same-sex marriage
should be legal.
67%
63%
think that protecting the environment
should be given priority, even if it
causes slower economic growth and
some loss of jobs.
are willing to change
their lifestyle for the
sake of the environment.
Rainbow
living
65% do not mind living in a
diverse community with ethnic
plurality and other sexual
orientations than their own.
Metropolitan, London
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Photo: Andrew H. Walker
Kumi Naidoo:
‘Activism should be cool’
Kumi Naidoo has fought apartheid, poverty and global warming. Today he is the head of
Greenpeace International. Naidoo thinks that activism should be trendy. ‘But in my experience, today’s youth care about more than just being ‘cool’ and fashionable.’
Two thirds of Metropolitans believe that protect-
cusing on their career?
the web via smartphones than by computers.
ity, even if it slows down economic growth and
There isn’t a conflict between pursuing a career and
More than half of Metropolitans are willing to
cuts jobs. Is this just a cool, trendy fad?
doing public good. Increasingly, young people are
change their lifestyle for the sake of the environ-
saying that they want ‘green’ jobs – jobs that are good
ment. Do you think young Metropolitans’ will-
Activism should be cool, it should be trendy, but in
for workers and good for the planet and society as
ingness to build a better world is genuine and
my experience, today’s youth care about more than
well. Many young entrepreneurs are going out and
lasting?
just being ‘cool’ and fashionable. Everywhere I go,
creating these opportunities for themselves, by form-
such as to the monster UN climate change negotia-
ing their own organisations or social enterprises, to
The 3rd US President, Thomas Jefferson, said in the
tions, there are always huge numbers of young peo-
take action on climate change in their communities.
early 1800’s that ‘Every generation needs a new rev-
ple there lobbying and taking action to press their
This is happening all over the world so altruism defi-
olution.’ Young people have always been at the van-
governments ‘much-older’ negotiators to do the right
nitely seems to be on the rise.
guard of positive change in the past. Young people
ing the environment should have political prior-
thing, to act to protect their environment.
Kumi Naidoo
Occupation: International Executive
Director of Greenpeace International.
He is the first African to head the
organization.
Background: Naidoo fought apartheid in South Africa in the 1970s and
1980s. He has also led global campaigns to end poverty and protect
human rights. Recently, he has led the
Global Campaign for Climate Action.
Education: Ph.D. in Political Sociology.
24
have applied their energy to historic battles against
One of the slogans the youth groups wear on their
Having a broad knowledge is listed as the ulti-
slavery, colonialism, apartheid, women’s rights and
t-shirts reads ‘How old will you be in 2050?’. Scien-
mate factor in reaching the top of the social sta-
more.
tists say we need to reach a 100 percent renewable
tus ladder. How can you tap into young Metro-
They’ve been willing to peacefully break unjust
energy society by that date – when most of today’s
politans’ burgeoning desire to be informed?
laws and go to jail in protest to the old systems, or
20-somethings will be 60-something. They know
they’ve begun to build new institutions and new
that it is their generation who will need to solve the
The best way to help young people get the informa-
ways of doing things. In every movement for change,
environmental crisis they’ve inherited.
tion that they need is to bring the information to the
both approaches are necessary, and we see the same
forums where young people are, in ways that they
happening today as today’s generation of young peo-
Being engaged in the community and helping
want to access that information. Greenpeace has a
ple are fighting for sustainability. And just like in
others ranks in the top five in the status ranking.
big focus on social media like our Greenpeace Face-
previous struggles, I’m sure that their dedication and
Are we seeing a rise in altruism and doing public
book pages and Youtube channels. Mobile apps are
commitment will endure until they’ve secured the
good, even if young and hip urbanites still harbor
also becoming increasingly important - it’s predicted
‘egoistic’ aspirations like being extrovert and fo-
that within the decade, more people will be browsing
Metropolitan Report – Work
sustainable future that they want. ▪
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Photo: David Salas
Work
On wheels!
12% cycle to work during a typical week.
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Work to Become
– not to Acquire
Metropolitans take their jobs very seriously, but they want to have
lives as well. They see no point in winning the rat race if they’re still
just going to be rats at the end of it.
Our survey shows that almost half of Metropolitans
ing, however, between the priorities of Metropolitans
see a good career as the best indication of status in
and the demands of employers. Businesses are often
life, central to the way they see themselves. It shows
using flexible working practices and new technolo-
that when Metropolitans prioritise their lifetime
gies to increase the pressure of workload into the
goals; having a successful career ranks just above
leisure hours and ‘downtime’ of their employees. Al-
having children. It clearly proves that one of the
ready over a third of Metropolitans work somewhere
greatest attractions of cities is the depth and range of
other than in their office or workplace and half work
jobs to be found there. Employers know that they can
outside normal office hours regularly.
tap into the same depth
and range of prospective
employees.
But Metropolitans are
not hung up on salaries.
Six out of ten say that
work is part of who they
are, not just a way of
making money, against
only four in ten who
put money first. Their
jobs are about proving
The collision will come
‘Metropolitans
are asserting
for a less hectic
more complete
life.’
they have intelligence,
28
when the demands of employers run into the postmaterialistic needs of city
time spent on work on
a typical weekday.
62%
say that their work is a part of
who they are, not just a way
of making money.
dwellers. Metropolitans are
asserting for a less hectic,
more fulfilling, more complete life. And with trailblazers like the companies
in California’s Silicon Valley showing the world that
employees don’t necessarily have to be miserable to
creativity, ambition and maybe just a dash of the
be productive, it’s only a matter of time before the
ruthlessness you need to stay ahead of the game. In
rest catch on.
their post-materialistic worldview, it’s good to have
What Metropolitans evidently don’t want is for
enough money to be comfortable, but there’s no
their jobs to take over their lives. They can live with
point in devoting your life to making more than you
meeting a tight deadline by putting in a few hours in
can possibly need.
the evening, but not if it’s happening every evening
There’s a fundamental clash of interests brew-
and not if it’s stopping them from doing something ▶
60%
always keep their eyes open
for new job opportunities.
29
fun with their friends at the weekend. Another challenge for employers is that if you look inside the Metropolitans’ heads, you’ll find dissatisfied optimists.
What Metropolitans most of all would like
to achieve during their lifetime:
They want things to be better than they are, and they
truly believe they can be. They may rate job satisfaction highly, but only one in ten say that they are very
satisfied with their jobs and almost two thirds are always on the lookout for a change of job.
Employers are going to have to start thinking
about how they hold onto a workforce that’s lukewarm about what they’re doing, and are more inter-
2. Find
true love
1. Stay
fit and
healthy
ested in finding inner peace than in getting rich. And
they’re going to have to work harder at ensuring their
3. Find
inner
peace
employees are content and loyal, given that ‘wordof-mouth’ for Metropolitans is largely conducted online, and a negative opinion about a company from a
dissatisfied employee can spread as fast and far as a
positive one. Employees can be company detractors,
but also great company ambassadors.
A labour market dominated by post-materialistic values is going to require post-materialistic solutions from employers.
4. Have a
successful career
People want to be able to do their jobs even if their
5. Have
children
kids are home with a cold. Maybe they don’t want a
bigger salary when they do well, just a membership
of a really good health club, and the time to enjoy it.
And as Metropolitans have a restless need to move,
expand their horizons, test their abilities in new
ways, they should be given the opportunity to move
sideways within companies.
This mixing of ambition and quality of life has a lot
to do with greater opportunities and equality in the
workplace for women. Increasingly women are outearning men and climbing corporate ladders, and are
equal or dominant partners in dual-earning households, a process that has caused family life in cities to
evolve and change enormously over the past couple
of generations. But only in relatively few countries
have governments and businesses acknowledged
Metroptimists
73% think that their future
looks bright.
how much juggling of time and parental responsibilities families now have to manage, and compensated
for it with more flexible and humane working practices. That is changing, because Metropolitans have
had enough of it.
Metropolitans all over the world are pushing
this process on, because they are the backbone of
urban labour markets and their increasingly confident demands for flexibility in their work is obliging
employers to change. What they are looking for is for
their work to be a part of their quality of life, not just
a way of paying for it. One way or another, employers
Metropolitan, Montreal
30
are going to have to meet that demand. ▪
78%
I believe formal education is
important to succeed
My work is a part of who I am,
not just a way to make money
62%
I always keep an eye open for new job/
educational opportunities
60%
I feel I have a good
work-life balance
49%
44%
I often work outside my actual
working hours
I often socialize with my
colleagues off work
My salary is the most important
measure of success in my career
I often work somewhere
other than my office
38%
36%
35%
31
The Working World
Only 23% in Stockholm socialise
Top 5 hardest
working cities
Top 5 ’slacker’
cities
with their colleagues off work.
1. Seoul
1. Copenhagen
2. Hong Kong
2. Sydney
3. Prague
3. London
4. Lisbon
4. Barcelona
5. Cape Town
5. Stockholm
Not social Scandinavia
In harmony
59% in Montreal say they have
a good work-life balance.
Globetrotters
A+ students
Most satisfied
People in Amsterdam are the most
22% in Hong Kong have been on a
85% in Mumbai believe formal
business trip abroad in the last year.
education is important to succeed.
satisfied with their work (60%).
Disloyal workers
No money, no cry
keep their eyes open for new job
Social South
America
opportunities.
70% in São Paulo often
81% of people in Santiago always
In Sydney only 26% agree that salary
is the most important measure of
success in their career.
socialize with their
colleagues off work.
Most overtime
67% of Capetonians often work outside
their actual working hours.
Expert: ‘A suggestion box on the wall just isn’t good enough’
Richard Donkin is author of the book
‘The Future of Work’, and a longtime
columnist for Financial Times.
32
For most Metropolitans salary is not the most
important measure of success. What kind of
challenges does that pose to employers?
The challenge will be to offer meaningful work.
We want to feel that they do not only improve our
lives but also the lives of others and the planet.
We’ve reached a point where the middle class
have everything they can possible need. More
people now think life is for living, not about a pay
package for some distant glow of retirement. Serial cruising and golf sessions are not as exciting
as people think.
What can employers do?
Employers will have to offer a creative environment. People want to be able to influence things
with their ideas and a suggestion box on the
wall just isn’t good enough. Companies like 3M,
where employees spend in around 20 percent
of their time on projects of their own choosing,
shows that this creates values in all sorts of ways.
And this is true not only for more advanced jobs.
When I look around there isn’t a job that can’t be
done better.
6 in 10 Metropolitans are always looking for
new job opportunities. Why is that?
I believe companies themselves have created this
mentality by almost looking down on employees
that are being loyal. As a society we tend to always look for the greener grass. Most managers
really don’t know how much it costs to recruit
new people.
33
Alain de Botton:
‘We’re judged by what we do’
Yes, there’s such a thing as a rockstar philosopher who writes about work. Alain de Botton is
Swiss born, but British-educated, with a Cambridge degree and an almost-completed Harvard
doctorate in philosophy, who has made a career of writing about philosophy in everyday life.
In his bestselling book The Pleasures and Sorrows of Work, de Botton investigates
professions from accounting to rocket science.
Alain de Botton
Born: In Zürich in 1969.
Lives: In London.
Family: Wife Charlotte and children.
Works: de Botton published his first
book at the age of 23. He has since
written several essayistic books that
have been bestsellers in 30 countries.
He has also started a school in London
dedicated to a new vision of education.
34
According to the Metropolitan Survey, 60 per-
point of work as being primarily financial. You work
long hours we put in or the fancy machines we use to
cent of Metropolitans are always looking for new
to feed yourself and your loved ones. You don’t live
get it done; the most extraordinary aspect of the work
job opportunities. Why do we change jobs more
for your work. You work for the sake of the weekend
scene is in the end psychological rather than eco-
often today than in history?
and spare time – and your colleagues are not your
nomic or industrial. It has to do with our attitudes to
friends necessarily. The other view of work, very dif-
work, more specifically the widespread expectation
People change their jobs often in search of meaning.
ferent, is the middle class view, which sees work as
that our work should make us happy, that it should
One of the great sources of satisfaction in work is the
absolutely essential to a fulfilled life and lying at the
be at the centre of our lives and our expectations of
feeling that we are making a difference to people’s
heart of our self-creation and self-fulfilment. These
fulfilment. The first question we tend to ask of new
lives, that we have – at the end of the working day
two philosophies always co-exist, but in a recession
acquaintances is not where they come from or who
– somehow left the planet slightly healthier, tidier,
the working class view is getting a new lease of life.
their parents were, but what they do – presuming to
saner than it was at the beginning. I’m not neces-
More and more one hears the refrain, ‘it’s not perfect,
discover the core of their identity.
sarily talking of huge changes; the difference might
but at least it’s a job’.
When work is not going well, it’s useful to remem-
merely involve sanding a stair banister, removing the
ber that our identities stretch beyond what is on the
squeak on a door or reuniting someone with their lost
Nine out of ten are not ‘very satisfied’ with their
business card, that we were people long before we be-
luggage. Industrialisation has made some of these
work and career. What does that signal to you?
came workers – and will continue to be human once
feelings of helping others far less accessible, simply
we have put our tools down forever. As an entirely
because of scale.
In the course of writing about work, one of the more
secular person, I’m struck by St Augustine’s injunc-
A lot of your satisfaction at work is dependent on
consoling ideas I discovered was just how rare and
tion that it is a sin to judge a man by his status or
your expectations. There are, broadly speaking, two
historically ambitious is the modern idea that our
position in society. In other words, when work is not
philosophies of work out there. The first you could
work should deliver happiness to us on a daily basis.
going well, we need to remember to distinguish our
call the working-class view of work, which sees the
The strangest thing about the world of work isn’t the
sense of worth from the work we do. ▪
35
The Metropolitan Day
Life in big cities is fast paced, but not all aspects of it. One quarter of
Metropolitans spend more than two hours per day in the subway,
in cars and on buses. This is the everyday life of Metropolitans.
Means of commuting during a typical workweek:
%
Top bicycle cities
60
52%
In Cape Town 85% take the car to work
every week. In Tokyo only 8% do the same.
50
44%
16% in Seoul take a taxi
to work at some point
during a typical week.
38% 36%
40
30
In Mumbai 38% get to
work using a motorbike in a normal week.
20
12%
9%
6%
10
Capetonians
spend the
least time on
transportation
during a typical
day.
1. Amsterdam
42%
2. Copenhagen
33%
3. Tokyo
26%
4. Berlin
25%
5. Stockholm
22%
Longest morning
commute
1. St Petersburg
44 min
2. Moscow
40 min
3. Seoul
40 min
4. Beijing
40 min
5. Hongkong
39 min
Leisure: 3h 31 min
Transportation:
1h 40 min
Work/school: 8h 11 min
Work only: 8h 28 min
Metropolitans in
Seoul both sleep
the least and
work the most.
Type
Car
Railbound
Walk
Bus
Bicycle
Taxi
Motorbike
22,000
the number of licensed
taxis in London.
Household
chores: 1h 48 min
10 million
Cooking/eating:
1h 53 min
the number of bicycles in Beijing.
Metropolitan
men spend
1h 34 min on
household
chores a day,
women spend
2h 01 min.
Sleep: 6h 57 min
300 km
the length of Moscow’s subway system.
3,160 billion
the number of passenger rides per year in Tokyo’s subway system.
Sources: New York Metropolitan Transportation Authority (2010); Tokyo Metro (2009); Beijing Transport Development Research Centre (2001); Moscow Metro (2010); Department for Transport UK (2007).
36
37
Play
Metropolitan, Moscow
38
39
The City Feeds
Your Brain
Metropolitans are creative, and city life feeds their creativity. Their
leisure time is essential to that because it is when they absorb,
experience, enrich their imagination. But it’s a rich diet, and too
much of it can do more harm than good.
Metropolitans are constantly stimulated by the col-
production line industries and work ethos that domi-
our and vibrancy and ever-shifting impressions
nated urban economies in the 20th Century; com-
their cities provide them. Leisure time for them isn’t
puter programming and graphic design, as opposed
just the time they spend slumped in front of the TV,
to building cars or screwing the caps on toothpaste
watching the latest Miyazaki release with the kids, or
tubes. And leisure time has therefore become less an
playing Fifa on their Playstation. It’s always happen-
escape from work, more an essential part of Metro-
ing, all around them, and they can just dip in and out
politans’ ability to be creative in their jobs.
of it when and how they want. It’s not an escape from
The ability of cities to feed our creativity with new
their life, it’s the way to reconnect with it.
experiences and impressions is one of the great at-
Cities are by their nature creative places, al-
tractions of urban life for Metropolitans. Just walking
most nothing is static in urban life. Researchers at
down Notting Hill market, or through Greenwich Vil-
the University of Toronto noted that the 40 mega re-
lage, or the Khan El-Khalili Bazaar in Cairo is to be
gions around the world were
home to fewer than 18 percent of the world’s population
but accounted for about 85
percent of all global innovation. Change and innovation
and evolution are perpetual
in places where cultures, ideas, traditions collide and mix
‘A rich and varied
life filled with new
experiences is more
important than
wealth.’
and cross-fertilise each other
40
enriched with a feast of different sights, sounds, smells,
time spent on leisure on a
typical weekday.
71%
have visited a cultural
institution in the last year.
and to interact with it all
every step you take.
When asked what they like
most about living in a city,
over a quarter of Metropolitans say it is the cultural dynamism they value the most,
which might mean anything
all the time, continually generating creativity.
from street musicians and pavement artists to Mardi
Metropolitans value creativity highly, around two
Gras Parades in New Orleans or the Philippines, mas-
thirds considering themselves creative and the same
sive New Year celebrations in Sydney or Beijing, and
proportion devoting time to some form of artistic
everything in between.
activity at least once a week – music or painting or
But on the same question, the biggest propor-
singing. They rank creativity only behind being well
tion, more than half, like the range of leisure ac-
informed, having a good career and social self-confi-
tivities on offer most about urban life; significantly
dence in their list of priorities.
more, even, than are attracted by the job opportuni-
The dividing line between leisure time and
ties. Ironically, this means that a substantial part of
work is becoming increasingly blurred. In the knowl-
urban economies is geared by the leisure needs of the
edge economy of today, many of the jobs on offer
inhabitants, and this will inevitably increase as the
are creative in essence, as opposed to the uniform,
post-materialism of Western Metropolitans spreads ▶
Metropolitan Report – Play
37%
have been to a sports event in
the past three months.
60%
sic
n to a mu
have bee
ear.
y
t
s
the la
concert in
41
are voracious consumers of experiences, which creates a vibrant, post-materialistic urban economy.
Most Metropolitans visit cultural institutions
such as a theatre or art gallery regularly, over half
have done so in the past three months. But they devote at least as much of their leisure time to popular
culture, most have been to the cinema in the past
Photo: David Salas
to the cities of the developing world. Metropolitans
150
the number of museums and art
galleries in Mexico City.
three months, four in ten in the past month and six
in ten have been to a music concert in the last year. In
addition, almost half of Metropolitan men are sports
fans, attending a sporting event at least four times a
year.
Add all this together and you have lives filled with
experiences and impressions, ranging from the new
exhibition of Impressionist painters at the city’s
main art gallery, to the latest Takeshi Kitano, Ridley
Scott, Bollywood movie, to roaring your team on with
fifty thousand other fans, or just walking through the
streets, drinking in the atmosphere. For Metropolitans a rich and varied life filled with new experiences
66%
68%
perform creative activities
at least once a week.
have been to the
cinema in the last
three months.
is more important than wealth and possessions.
And then there are all the activities Metropolitans
like to do alone, in their own space; jogging or spend-
67%
ing a hour bicycling at the gym, or window shopping
or just wandering in a park on a sunny lunch hour.
That walk in the park might just be the most
important of all the Metropolitan’s leisure activities.
New research from the University of Michigan suggests that our brains have a saturation point under
the bombardment of sensual information we have to
absorb in cities. We become less receptive, less intelligent, less positive as the day goes on, and we tend
to do our forward planning earlier in the day, when
our minds are fresher, less cluttered. An advertising
campaign, a newspaper headline, a new song on the
radio will have more of an effect on us in the morning
than late in the afternoon.
City planners should take note of this, because
478,000
view themselves as
creative persons.
the number of trees in Paris.
34%
the antidote is simple; Nature. We need to see trees,
clouds, grass, moving water, open spaces. Parks and
green spaces are not just wasted potential for more
development, they are essential for our spiritual
have spent time in a park
in the last week.
wellbeing, relaxing us when our minds overload with
the blur of impressions cities give us.
And just as cities provide Metropolitans with all
the nourishment they need to be creative, there has
to be space, both physically and spiritually, to step
outside that, slow down, empty your mind a bit, because creativity needs that as well. ▪
Sources: The Secretary of Tourism Mexico City (2010); Paris’ Department of Parks, Gardens and Green Spaces (2005).
42
43
It’s What’s on the
Outside that Counts
It’s said that beauty’s only skin deep. But in the city that first
impression may be the only impression you get to make, so it has
to count. In the urban jungle interesting plumage gets you noticed.
Fashionistas!
63% of Metropolitans think what you
wear reflects who you are.
Metropolitan, Milan
44
Metropolitans rank being beautiful on a par with
in a city of ten, twenty million inhabitants Metropoli-
having a degree from an internationally prestigious
tans try. Nearly half of them state that they would
university in their list of priorities. And new research
rather be noticed than blend in.
suggests that cities accentuate the advantages beau-
But looking and feeling great isn’t just about
tiful people already enjoy.
clothes. Not looking like a flabby, unhealthy office-
Researchers at the University of Georgia found
slave who spends their whole life chained to a desk,
that in cities, the prettiest girls had ‘both a higher
squinting at a computer screen has a lot to do with it
psychological wellbeing and social connectedness’,
as well. Metropolitans like to stay fit. They treat their
contrasting strongly with women in rural areas, who
bodies as ongoing Art, to be improved when the whim
defined themselves, and other women, more on what
or the need demands, and time allows. Sweating in a
kind of people they are, than on how they look. gym, doing thirty lengths of a pool at the weekend,
The truth is, you meet a lot of new people all the
jogging ten Ks after work isn’t just about exercise, it’s
time in cities, but you rarely have the space to get
about feeling good about yourself, liking the way you
to know them at leisure, so people tend to rely on
look, being in shape, as opposed to out of it.
snap judgements about each other. And the quickest
And it’s also about releasing pent-up energy –
judgement you can make is whether you find some-
and maybe some aggression too – putting your mind
one attractive. No wonder Metropolitans care about
in neutral while your body does the work, so when
their appearance, then.
you have to turn your mind on again, it’s fresh and
Metropolitans know about fashion. How they
clear. Exercising is another way for Metropolitans to
present themselves is an important statement of
express and define their identity. They’re proving to
identity and individuality, six in ten say that the
themselves and to anyone who sees their posts on Fa-
clothes reflect who you are. Metropolitans set and
cebook that they have the stamina of a cross country
notice new trends, but they’re wary of being caught
runner or the precision and discipline of a taekwon-
in the stampede of everyone wearing last week’s new
do ‘dan’, or the muscle power of a competition rower.
thing.
And it’s about being attractive.
There’s twice as much status in having great in-
That focus on ‘the body beautiful’ extends beyond
dividual style than in wearing the latest fashion. It’s
just keeping fit. Metropolitans are not above con-
cooler to mix ‘n’ match mum’s old Seventies jacket
sidering a little cosmetic help to improve the bodies
with a bit of Chanel and a pair of Converse Allstars
Nature gave them, whether it’s hair transplantation
than to look like a fashion victim with more money
for prematurely balding men, or botox for women
than personality. You don’t want to scrimp on the
looking to stand out just a bit more than they do, or a
Prada though; that’s what gives the retro-relaxed
strategically placed tattoo.
look its vital element of chic.
Metropolitans understand the importance of
And even if it’s hard to stand out from the crowd
plumage, basically.
61%
of women associate shopping
with pleasure, compared to
48% among men.
17
minutes
24
minutes
Time spent on appearance
each morning.
55%
exercise at least
once a week.
45
46
47
Ecosumers
Plastic Cities
1. Seoul
2. São Paulo
3. New York
Tattooed Cities
1. Stockholm
2. Copenhagen
3. Sydney
And 42% are willing to pay
more to get environmentally
friendly products.
47% avoid products that are
not environmentally friendly.
transplantation.
of men would consider hair
31%
3. Tokyo
2. Moscow
1. Beijing
Shopaholic Cities
go shopping at least once a week.
34%
have tattoos.
14%
their bodies.
8% are very satisfied with
to 21% among men.
er plastic surgery, compared
38% of women would consid-
Nip and Tuck
Cut, Buy & Beautify
in fashion, compared to 37%
among men.
59% of women are interested
Fashion Fatales
of women would
consider botox injections.
25%
Global is as Global Does
In Stockholm 14% would like to
live in Copenhagen, whereas no
91%
more than 7% in Copenhagen
would like to live in Stockholm.
‘Travel is fatal to prejudice, bigotry and narrow-mindedness’,
said Mark Twain. Metropolitans take his words literally, grabbing
every chance they get to travel and experience new cultures.
These are the favourite cities of city dwellers.
are interested in travelling
and visiting new places.
Metropolitans in Hong Kong would
61%
rather live in Shanghai (14%) than
9
in Beijing (7%), but most of all they
2
1
London
New York City
7
have weekended
abroad for leisure in
the past year.
Amsterdam
3
4
Los Angeles
23%
8
Paris
San Francisco
would like to live in Tokyo (37%).
Barcelona
The Metropolitans most in love
with London are found in
Mumbai, where 40% would like
55
Rome
10
Tokyo
identify themselves as
global citizens, ranking just
below identification with
one’s nation and city.
to become Londoners.
Rome
49%
have travelled abroad for
leisure in the past year.
18% in Santiago would like
to live in Buenos Aires.
33% of Capetonians would most
of all like to live in Sydney.
6
Sydney
Expert: ‘Metropolitans seek iconic metropolises and immersive experiences’
Ola Thufvesson, Ph.D. and cultural
geographer at Lund University, Sweden,
studying cities and tourism.
48
What is the common denominator for the most
popular cities among Metropolitans?
These cities are all very dense, lively and walkable.
Most tourists don’t have cars and need to find
things close by. I also think that nearly everyone
has seen movies and read books that are set in
these cities. People like to go to places they know
about. Metropolitans probably just don’t have the
same mental pictures of, say, Osaka, Seoul and Sin-
gapore. But a city’s brand can be turned around.
Do Metropolitans have different travel habits
than others?
Metropolitans are fastidious tourists because they
have refined everyday habits when it comes to
shopping, food and leisure. They tend either to
travel to iconic metropolises like New York City or
London, or flee the city altogether seeking immer-
sive experiences like hiking in Patagonia or renting a cottage in the middle of nowhere without
running water. It is the contrast to city life and
unique experiences that attract them.
What will be the most important travel trends in
the coming years?
I believe environmental and economical factors
will lead to a surge for ‘staycations’ – vacations
spent close to home. If you travel far, you’ll probably stay for a longer period of time than today.
We will also see a rise in combination travels, like
hiking with luggage transport. And new versions
of old types of travel, for example cruising - but
hostel style. Future travel trends will be governed
by global subcultures; people with similar interests and values will travel to the same places, regardless of where they are from.
49
Friends on the Menu
Terry Walters is a chef,
cookbook author and main
advocate of the ‘clean food’
trend, focusing on minimally
processed food.
When Metropolitans want to plug in to their social circles they use the
facilities their cities provide for them: restaurants, cafés, bars. Their
sophisticated tongues like tasting new cuisines and they enjoy cooking.
However, due to the urban pace of life, they seldom have time to spend
hours juggling pots and pans in their own kitchens.
Expert: ‘People want to put a
face on their food’
49%
Time spent on
cooking and eating
during a typical
weekday:
Which new cuisines will be on everybody’s tongues tomorrow?
We’re seeing a return to basics. People are going to farmers’ markets again, and aren’t just paying attention to the look and taste
of the food but also to where it’s coming from. It’s almost as if
they’re putting a face on the food. I don’t think there will be a
particular cuisine trend but rather an emphasis on new ‘old’ products, like different kinds of grains and legumes.
eat a healthy diet.
39%
visit a café or coffee
shop at least once a
week.
st
23
k.
2. Madrid
ee
aw
1. Barcelona
on
ce
%
‘Eaternal’
cities
r at a restauran
dinne
t at
e
v
l ea
ha
Nearly a quarter of Metropolitans have dinner at a restaurant
at least once a week. Will they eat out even more in the future?
I think they’ll eat out less. One of today’s big trends is cooking
at home. That’s why cooking classes and cooking shows are so
popular. And young parents in particular are turning to food as
an alternative to medicine. Their attitude is that eating products
from local farmers is good for one’s health, for the environment
and for the local economy.
3. Mexico
4. São Paulo
5. Santiago
38%
Café capitals
have breakfast on
their way to work at
least once a week.
1. Lisbon
2. Madrid
5. Milan
Fast food
friendliest
1. Hong Kong
2. Beijing
3. São Paulo
4. Mumbai
27%
ood
ast f g a
f
a
at
urin
eat
nt d k.
a
r
u
a
ee
rest
al w
c
i
p
ty
69
%
e.
4. Rome
68% of the women are
interested in coocking,
compared to 60% of
the men.
sin
3. Barcelona
like
try
t
ing new and differen
ty
c
of
s
pe
ui
A third eat fast food every week. How will our relation to fast
food change and how will fast food itself change?
There will always be a place for fast food. But fast-food chains are
changing, too. McDonald’s recently promised to improve its treatment of meat, and other chains are cleaning up their act, too.
Larger chains will change their menus. It’s surprising how many
fast food places already serve vegan and gluten-free meals.
During a normal weekday Metropolitans spend 1,53 hours
cooking and eating. Do you think we will spend more or less
time in the future?
More. I think we’ll see a continued return to home cooking. People are discovering how little time it takes to cook. And people
will cook more at home because they’re becoming concerned
about nutrition and the rising number of children with food allergies.
Which food trends will be the most influential in the future?
The gluten-free trend is here to stay, and not just among people
with gluten intolerance. And the incredible increase in farmers’
markets will continue as a strong trend. As a result, prices for local produce will go down.
5. New York
50
51
Photo: Lluis Gene, AFP Photo
Ferran Adrià:
‘We’ll see more informal dining’
Among food lovers, Ferran Adrià is God. The Spanish chef’s restaurant, El Bulli, has 400
reservations for each table. Naturally, it has three stars in the Michelin guide, and for many
years it has been known as the world’s best restaurant. To the relief of those of us who’re
unable to wait two years for a dinner reservation, Adrià recently opened a fast food restaurant.
Seven in ten Metropolitans want to try out new
good’. What is the difference between the two?
er for women to combine their working life with their
cuisines. Why is that?
I sell food that is fast and healthy, but not necessarily
personal one, as people tend to work either the day
It’s all down to the huge amount of travelling peo-
cheap. I can’t be a hypocrite about this. At the end
shift or the night shift. In the EU however, most peo-
ple are doing these days. My generation, and I am
of the day, a meal at ‘Fast Good’ would be around
ple in the catering industry need to be committed to
48 years old, was the first to start going abroad on
ten Euros, and if someone had three Euros to spend,
working both day and evening shifts. That’s just the
a more regular basis. Thanks to low cost airlines,
they would probably head to a fast food joint as it all
way it works. Many women try to handle both lives at
young people can now travel more than ever before
comes down to money.
first, but many find that juggling between the two can
and this is something that opens them up to new culinary cultures and traditions.
Ferran Adrià
Born: 1962 in L’Hospitalet de Llobregat
close to Barcelona.
Restaurant: Head chef for El Bulli since
1987, voted best restaurant in the world
five times since.
Famous for: Inventing the technique
where a dish is deconstructed into its
components, which are often served as
food-foam, another technique invented
by Adrià.
52
be too hard to combine as life goes on and if say, they
Do you anticipate that more top chefs will cross
come to have children. At El Bulli I get around 5,000
over to fast food?
applications and for every nine male applicants, I
Three in ten eat fast food every week, a trend
It’s actually a very good business model but the prob-
have one woman.
you’ve obviously picked up on with your new res-
lem is you need to be driven by passion. You can’t
taurant. How will our relation to fast food change
just click your fingers and get into this type of busi-
Which food trends will be the most influential
and how will fast food itself change?
ness, you need some sort of personal aim and the
in the future?
Fast food is the cheapest eating out option and the
problem is that most young chefs have this dream of
Food will stay very much the same and what will
only way out from this trend would be to eat at home,
opening their own high end quality restaurant, not a
change will be the setting in which it is enjoyed.
which is difficult today, as people no longer have the
fast food joint.
What we will be seeing more of is informal dining
time to do so. I myself came up with a home cook-
rooms where people can feel relaxed and comfort-
ing concept based on the recipes my staff at El Bulli
A surprising finding in the Metropolitan Sur-
cooked at home, showing that you can eat well at
vey is that men are almost equally interested in
home for little money. The problem is that people
cooking as women. However, most top chefs are
Will you be involved in them?
don’t have the confidence to cook.
men; why is there such a gap between restau-
I have been working on an informal tapas bar in
rants, run by culinary kings, and home kitchens
Barcelona called ‘Tickets’. The idea was to create a
Fast food used to be the antithesis of good food,
run by women?
modern and contemporary place where people could
but your motto for the new restaurant is ‘fast
This is not a global problem. In the US, it is a lot easi-
able as they eat.
come and eat good food without any fuss. ▪
53
‘Sin’ Cities
Metropolitans are nocturnal. A pulsating nightlife is the
most striking difference between city and countryside.
And Metropolitans know how to take advantage of cities
that never sleep.
18%
have had a one-nightstand in the last year.
24%
12%
have used illegal drugs
in the last year.
31%
‘Easiest’cities
1. São Paulo
2. Seoul
of Metropolitans
aged 18–34 visit a bar
at least once a week,
compared to 20%
among all
Metropolitans.
3. Stockholm
4. St. Petersburg
5. Moscow
Men are from
Venus too
smoke tobacco at
least once a week.
‘Highest’ cities
1. Toronto
2. Montreal
3. London
4. New York
5. Sydney
Men (25%) have
more casual sex
than women (12%).
45%
drink
alcohol
at least
once a
week.
Heaviest
drinkers
1. Tokyo
2. Rome
3. Athens
4. London
12%
have had same-sex
sexual experiences.
Gay capital of
the world
In Berlin 22% of all
Metropolitans have
had homosexual
experiences.
5. Milan
54
55
6h 57min
time spent sleeping during
a typical weekday.
25%
Cities that
never sleep
1. Seoul
of Metropolitans aged 18–34
visit a nightclub at least once
a month, compared to 18%
among all Metropolitans.
2. New York
3. Sao Paulo
4. Tokyo
5. Prague
Italian dancefloor divas
a third in both Milan and
Rome go to nightclubs at
least once a month.
Expert: ‘Superficial knowledge about
subcultures usually leads to embarrassment’
Sarah Thornton is a sociologist of culture and a
writer for The Economist.
In 1995 she published
the groundbreaking book
‘Club cultures’ where she
coined the term
‘subcultural capital’.
56
What is subcultural capital?
It’s the kind of knowledge that gives status in subcultures. In night life milieus it’s the knowledge
of music and DJ’s, the dance styles and the ability
to execute them. Metropolitans would be the key
arbiters of this kind of knowledge, because in cities there are subcultures that you don’t find in the
countryside, where everyone goes to the same pub.
What has happened since you wrote Club culture?
In 1995 subcultures was much more of a new phenomenon and perhaps only really true in London
and New York. Nowadays it’s a truly global phenomenon. Internet is the number one factor leading to
this. Also air travel is much more common today
than it was 20 years ago.
How does new technology, like social media,
affect subcultures?
Technological advances contribute to subculturalism. Today each subculture has it’s own media. The
effect is that people are much more likely to stay in
their subcultural niche.
What kind of advice can you give to marketers targeting subcultural groups?
I have one main piece of advice. You need to have
someone who understands the culture in depth.
Superficial knowledge usually leads to embarrassment. In the UK we have a history of night clubs being owned by breweries. They really miss the mark
sometimes spending huge amounts of money refurbishing night clubs, but missing the cool altogether.
Smoking hot
35% of Metropolitan men smoke tobacco
at least once a week, compared to only
28% among women.
Metropolitan, Paris
57
Media
Metropolitan, Mexico City
58
59
Addicted to News
Knowledge makes the world go round. And especially so in cities.
For Metropolitans possessing a broad general knowledge is on top
of the status ladder. Consequently they are news junkies, using all
the tools the modern world can provide them to stimulate their
addiction to knowledge and share it with others.
It shouldn’t surprise anyone that the movie ‘Slumdog
come as no surprise since news nowadays is avail-
Millionaire’ was such a worldwide success, or that
able everywhere and all the time thanks to smart-
‘Who Wants To Be A Millionaire’ has been syndicated
phones, laptops and free newspapers. In the subway,
in over eighty countries. Knowledge is king, and the
on the beach, at the hairdresser – there are no longer
idea that with a broad general knowledge you can
any news-free zones.
buy your way from slum to super rich in one evening
There’s much discussion about the increasing
is the Cinderella fairytale of our time.
pace of the torrent of information the modern world
Metropolitans rate a broad general knowledge
pours over us, with just cause; we now record and
above any other value or attribute on the status lad-
transfer as much information every week as we did
der, and seven in ten consider it to be a fundamental
part of who they are.
It is essential, in the
white noise of city life, to
have voices you trust telling
you who, where, when the
best gig, the most interesting exhibition, the hippest
club, the newest restaurant
in a year at the turn of the
‘The better informed
you are, the more
broad-minded and
tolerant you are
likely to be.’
can be found.
60
millenium.
But Metropolitans have
learned how to edit the
knowledge they assimilate
1st
broad general knowledge
is the most desirable
attribute on the status
ranking.
67%
state that being well
informed is part of
who they are.
69%
often discuss news
with friends and
colleagues.
down by relying on likeminded people who communicate directly through
social media.
Perhaps for this reason,
the rise in media consump-
Being well-informed, having up-to-the-minute
tion is more marked with younger people than with
information about world events and culture and hav-
the older generation. They are more likely to be het-
ing opinions about them is about being connected,
erogeneous in their media habits, less wedded to a
‘in the know’, erudite, as well as having the intellec-
single newspaper, a particular television channel.
tual firepower to survive and thrive in the knowledge
The implications of this for news organisa-
economy. It’s no accident that governments refer to
tions are far-reaching, brand loyalty is eroded, and
information as ‘intelligence’. That’s what it gives you.
something that is free and freely available is going
And the attraction of knowledge is that it’s elusive,
to have a lot more chance of reaching the collective
intangible, without boundaries; you can’t buy it, you
consciousness than something that is sold on a news-
can’t get enough of it, you can just find better ways of
stand, or protected behind a paywall. It is also less
getting your hands on it.
important where an article is published and more
Media consumption is rising all the time and six-
important who recommended it. ▶
time spent on reading news
during a typical week.
ty percent of news is now read online. That should
Metropolitan
Metropolitan Report
Report –
– Media
Media
61
This is a hard nut to crack for media
companies struggling to find a different business model. In order to remain
as relevant as possible they will have to
make their information available wherever their readers are and whenever they
want it, on Youtube, on Ipad, on the subway or on whatever the next revolution in
communication happens to be.
The Metropolitans’ hunger for infor-
58%
of all metropolitan news
consumption is digital.
mation is fed by all the range of media and
social networks they can get their hands on,
from the newspaper on the morning train, or
the live broadcast they watch on their smartphone, to a friend on holiday tweeting them
first hand about the latest natural disaster on
the other side of the planet.
And maybe, when something really big is
happening, they might just tune into the news
channels on TV when they get home in the
evening, to see what CNN and Al Jazeera are saying.
And the fact that they are discussing the news
not just face to face, but online is creating an entirely new sense of community, in which knowledge, insight, opinion and concern are pooled and
shared across the planet. Recent research by sociologists Pippa Norris and Ronald Inglehart in fact
strongly suggests that the better informed you are, the
more broad-minded and tolerant you are likely to be.
It’s lack of information, not too much of it, that causes
prejudice, chauvinism, bigotry. Which is why news has
become a new and powerful social coagulant.
Traditional news combined with new technology
give Metropolitans the capacity to care. Fifty years ago a
massive oil leak in Alaska or a failed revolution in South
America might have passed unnoticed. Now they’re on
Facebook, smartphones, news sites everywhere, instantly.
And enough people around the world knowing about a very
local occurrence can change the event even as it happens,
make it an almost interactive international moment, kickstarting governments, aid and news organisations, charities
into instant action. And knowing people around the world
are watching and care may shame an apparently untouchable
multinational corporation into cleaning up its mess, or give a
protest movement the courage to fight a little harder than it
would have done otherwise.
That oil leak might just be caught before it becomes an environmental catastrophe.
69%
of Metro
politan
smartph
one user
s read
news in
the mob
il
e
phone
in a norm
al week,
and
48% do
it every d
ay.
That failed revolution might just pick itself up and succeed. ▪
62
63
Technophisticated
Consumers
Smartphone owners daily activities:
Video game console:
42% have
19% intend to buy
Digital camera:
48% 41%
read news
use social
media
57%
25%
browse the
internet
78% have
14% intend to buy
25%
play games
watch video/
TV
13%
use maps/
LBS/GPS
Regular mobile phone:
4% intend
to buy
74% have
Smartphone:
43% have
28% intend to buy
Tablet:
37% intend
to buy
8% have
Laptop:
70% have
20% intend to buy
29% 54%
are often asked for
advice regarding new
technology.
64
25% 41%
are usually among
the first to try new
technology.
63% 82%
try to keep updated on
new technology.
Metropolitan Report – Media
52% 57%
Mobile
Metropolitans
90% have a laptop or intend to buy one.
consider brands to be
important when buying
new technology.
Metropolitan, Paris
65
The Physical Facebook
The city is not a skyline, it’s a physical Facebook. Contrary to the
beliefs of dystopians, both urban and digital life are deeply social
in character, and Metropolitans are creating a seamless existence
between the two.
At the end of a nondescript Lower East Side alley,
Metropolitans use social networking sites. On aver-
on the top floor of low-profile hipster hangout Free-
age, active users spend seven hours and 57 minutes
mans, Sarah sips her Hawkeye Sour as she checks in
on social media each week.
at the restaurant via Foursquare. Two seconds later,
And Metropolitans do in fact have a larger social
someone comments her update: ‘Hey, Sarah! Haven’t
circle than people living in rural areas. This was es-
seen you since high school. I’m around the corner at
tablished by sociologist Claude Fischer, who in his
The National. Swing by!’. At dawn, the two long lost
1982 classic study found that the friendship-based
comrades exit the club they visited after meeting up.
social networks of those who moved from semi-rural
During the night, Sarah’s friends bonded with her
areas to the urban core grew by forty percent. But
high school friend’s new acquaintances and vice ver-
when a social network grows, so does the demand to
sa. Some are American, others Chinese, Swedish and
tend to the many intricate relationships.
French. A single check-in was enough to spark more
In groups of chimpanzees, social grooming is per-
than twenty friendships.
‘Friends are the glue
that binds cities together’
stated Aristotle in The Nicomachean Ethics. Mark
Zuckerberg, founder of
Facebook, believes that
friends are the glue that
binds the Internet, hence
the world, together. But
News Feed
Sarah
Edit My Profile
Share
56%
are active social media
users (at least one
hour/week).
every day
average time spent on
social media a week, equally much for both sexes.
Inga from Sweden
esome!!
Check out this guys! Aw
Calendar
Friends
Metropolitan Network
Urban Community
50% are on Facebook.
6
Video
Link
Photos
25% update their status
News Feed
Messages
Status
‘It is in the
metropolis melting
pot where social
media reach their
full potential.’
upload pictures at
least once a week.
Create group
kingdom spend twenty
percent of their waking
hours
pampering
each
other. This activity is often
limited to just two individuals. Humans groom in
a more effective way. We
when social media first
communicate with many
made the big time it was
individuals at the same
believed that rural areas would benefit most. How-
time through language, perhaps gossiping by the
ever, it is in the metropolis melting pot where social
water cooler. Robin Dunbar, professor in evolution-
media reach their full potential.
ary psychology at Oxford University, believes this is
People move to the city to be able to express
the reason why chimps live in groups of fifty, while
themselves. To play. To find likeminded others. So-
humans tend to create collectives of 150 individuals.
cial media enhances all three factors, becoming a
In the city there are many more monkey backs
key tool to achieve these wishes. Sarah checked in at
to groom, and the rise of social media has created the
Freemans to express her culinary and cultural prefer-
means for us to groom our social acquaintances on
ences. She found likeminded others by going to The
a grander scale. This suits Metropolitans perfectly,
National and ended up playing with new friends.
who are often up to their ears in work or play, with
Therefore it’s not surprising that certain studies
no time to meet up with all contacts for coffee once
suggest that Metropolitans are twice as likely to use
a month. Thus, Metropolitans groom their friends ▶
Women in Stockholm
are the most avid social
media users spending
10h 09 per week on
social networking sites.
See all
fur of others. Our closest
relatives in the animal
A new Stockholm
Syndrome
49%
2
formed by cleaning the
Twitter as rural dwellers. Today more than half of
66
socialmedia
18% are on Twitter.
5th
The possibility to meet
new people is the fifth
most important aspect
of urban life.
28%
Apps
Checkin Map
2 minutes ago
ways
rcon and Maggie Sam
l Ala
Christian Quarles, Pau
n, miss you!
Valerie Love it! Talk soo
e
about 5 minutes ago Lik
you?
Which Metropolitan are
31%
comment every day on
others shared material
and status updates.
More
Friends on Chat
Sarah
41%
s
Checked In at Freeman
er Talecki
Eduarda Taveira and Pet
since high
ah! Haven’t seen you
Inga from Sweden Sar
National. Swing by!
The
at
ner
cor
the
school. I’m around
one Like
7 minutes ago via iPh
play games or take tests
almost every day.
8th
Comment
Like
Paul
funny bird
of metropolitan smartphone owners utilise
social media in their
phone every day.
49%
share links and video
clips more than once
a week.
Having a large social
network ranks in the top
ten on the status ladder.
10 minutes ago
Like
Comment
67
on a digital basis not by picking, but by liking and
commenting. Dunbar’s number of 150 may still reign
supreme, but we are perhaps on the brink of a new
social revolution where our networks truly expand
due to the effects of urbanisation and digital life.
Of course, Metropolitans don’t only groom others.
The city is the ideal arena to build on one’s personal
image. In a small town, the local restaurant may be
the only place for gastronomic recreation. Enter the
city limits and you have a seemingly endless Zagat’s
selection to wine and dine at. Metropolitans are well
aware of what choices they make, and what to let others see of their edited life – a check-in at Freemans
flies higher than at, say McDonald’s. These seemingly unimportant projections of where you go, who you
rub shoulders with or even what you ate for breakfast
– expressed through links, comments, likes, films
and images – create a social digital beacon for other
likeminded people to spot and ultimately join.
These digital connections sooner or later become analogue. Sarah, like most people who are active in social media, uses her online network to meet
people offline. Four out of ten smartphone owners
use social media via their mobile devices every day.
The dawn of location based services such as Facebook Places, Gowalla and Foursquare, present in
smartphones, allows Metropolitans to keep track of
acquaintances in real time, leading to semi-spontaneous meet-ups face to face. Social media also solve
the precarious urban problem of never meeting the
same person twice. As Sarah’s friends woke up the
next morning after their night out, all they had to do
was go on Facebook to seek out the new acquaintances. Archetypal romance dramas where boy meets
girl, boy loses girl and needs to find her again, are
Caroline Jungsand is partner, creative director and social media expert at the
Swedish communication agency Prime.
Expert: ‘Companies must live by their
message – not just promote a brand’
What are the keys to successful corporate communication in social media?
Because Metropolitans are such savvy
social media users, stakes are high for
companies that enter the digital realm.
In social media it’s the consumer that
sets the rules. The key for success is
therefore to listen in on the conversation
before joining it, and to not engage half
heartedly.
increasingly a thing of the past.
As the use of social media grows, a new map
of the city is drawn on the borders between offline
and online. Digital life and city life are no longer
separate. They have become so intertwined that they
not only mirror life on the other side of the Internet
connection – they change and affect it. The image
of the dystopian city with its population droning in
the harsh light of computer screens is fading. Social
media enhances the urbanity of urbanity, creating
a people’s city – a living, breathing, constantly updated city, which is being built post by post, check-in
How do social media change the rules
for how companies communicate and
brands are communicated?
One liners like Nike’s ‘Just do it’ says little about what a company stands for, it’s
societal commitments. Considering Metropolitans caring nature, leaving out a
company’s social mission in today’s participatory culture is a capital error. Companies must live by, and communicate,
their message and mission rather than to
just promote a brand. Using social media
has implications for the whole organisation. Traditional marketing normally involves only the marketing department,
but building a presence in social media
involves the whole company.
Will the social media revolution give us
more ‘good’ companies?
The simple answer is yes, basically because it’s harder to hide things in our
times of transparency. Tripadvisor will
tell you if a hotel is bad and Pricerunner
lets you know if the 3D-TV you’ve been
drooling over is overpriced. Power has
shifted towards the consumer. It’s also
about being good in a relevant way.
After the tsunami hit Japan in March of
2011 Apple let their users donate money
using their ordinary iTunes account. That
made it easy for consumers to act on
their kindness, while giving Apple goodwill at the same time.
Women rule!
45% of female smartphone owners
use social media in their mobile
phone every day, compared to
38% among men.
by check-in. Even Aristotle himself would be overwhelmed by all the glue binding modern Metropolitans together. ▪
Metropolitan, Milan
68
69
Paul Kim:
‘Smartphones disrupt social norms’
Smartphones and location based services will lead to increased possibilities for us to engage
with our friends. And with new services, that let us share our interests, a whole new set of interactions becomes possible. But it will disrupt our current social norms, says Paul Kim, vice
president for Wordpress-owner Automattic. ‘We’ll get to live through the beta test together.’
According to the Metropolitan Survey four in ten
Does blogging change people’s real life?
into producing knowledge, benefiting all of us. The
Metropolitans have smartphones and seven in
In my personal experience, absolutely, it does. Where
idea being that we’re turning an previously untapped
ten have laptops. What do you see as the coming
in the pre-web era, maybe 100,000 people had expe-
‘cognitive surplus’ into something valuable, mean-
trends of social media?
rience of writing in public, with the advent of blog-
ingful and available to everyone on the web.
The past few years have seen an explosion of adop-
ging there are now millions of people with sustained
tion of multiple flavours of social media: from blog-
experience of writing in public on the web. Each of
Smartphones are on the rise, and four in ten
Occupation: Vice president for
Automattic the company that owns
Wordpress.com.
Career: Has previously worked for
Mozilla and Adobe.
Lives in: Oakland, California.
ging to photo sharing to status updates and more. In
these people – and I would include myself in this
smartphone users access social media on their
the years to come I expect we’ll see even more op-
group – now has a myriad of new connections and
phones daily. How will this change how we con-
portunities for people to publish and share in ways
opportunities that this sustained communication via
vey information and interact with each other?
that require even less commitments of time and at-
blogging on the web has opened up.
On a basic level, location-aware mobile devices that
About Wordpress.com: A weblog
hosting provider which opened in
2005. It is financially supported via
paid upgrades, ‘VIP’ services and
limited Google Adsense advertising.
Paul Kim
70
tention. Mobile sharing and media apps point one
connect to the web and our self-defined networks
way forward as they increase in prevalence. When it
People spend a lot of time blogging, facebooking
increase the possibilities, planned or not, for us to
becomes as easy to publish media as pointing, shoot-
and tweeting. As blogging and social media grow,
engage with our friends. As new services arise that
ing and clicking a ‘share’ button, it means both more
won’t it make us less productive?
enable us to not just find existing connections but
people and more content will come online. Related
Like with any new medium, some will become less
to share our interests and tastes, a whole new set of
to this, tools for discovering content that is most rel-
productive while others will discover new ways to
interactions becomes possible. On the other hand,
evant to you will come to the fore as the sheer volume
create, share and connect. I love the observation that
these new interactions disrupt current social norms.
of social media strains the time each of us has avail-
new outlets for activity like Wikipedia have chan-
One thing is certain – we’ll get to live through the
able to devote to experiencing new content.
nelled time that would have been spent watching TV
beta test of these new capabilities together. ▪
71
About the Metropolitan Survey
The first Metropolitan Survey is part of an ongo-
The questionnaire was designed in collaboration
The sample was drawn from the Metropolitan Panel
ing global research programme that aims at under-
between Metro International and United Minds.
and access panels from leading international sample
standing the similarities in mindset and lifestyle of
suppliers Toluna, AIP and Vision Critical.
Metropolitans; people aged 18–49 years, working or
The fieldwork was conducted online for all cities by
studying in cities all over the world.
the Metropolitan Panel team from January 18th to
A total of 15 000 Metropolitans in 30 cities (500
February 22nd 2011.
in each city) answered the survey.
The survey was performed in the following cities:
Stockholm
St. Petersburg
Copenhagen
Montreal
Toronto
London
Amsterdam
New York City
Paris
Milan
Barcelona
Lisbon Madrid
Mexico City
Moscow
Berlin
Prague
Budapest
Beijing
Rome
Athens
Seoul
Tokyo
Hong Kong
Mumbai
Sao Paolo
Santiago
Santiago
About Metro International
Metro International is the inventor of
the free daily newspaper and the publisher of Metro, the world’s largest international newspaper, with 17 million daily readers in over 120 major cities across
the world. Every day from Stockholm to
New York, Mexico to Hong Kong, Metro
delivers essential news to Metropolitans
and effective advertising solutions to local and global brands alike.
Cape Town
Cape town
About United Minds
United Minds is a business intelligence
firm specialised in global consumer insight and trend analysis. From offices in
Stockholm, New York and Brussels, United Minds helps companies and organisations to develop strategies, communications and business.
Sydney
Sydney
About the Metropolitan Panel
The Metropolitan Panel is an online research panel dedicated to investigate
the lifestyle and mindset of young, active
and urban people. Present in 13 markets, the Metropolitan panel provides a
robust platform for advertisers and media agencies to refine their communication strategies towards Metropolitans.
More info at unitedminds.se
More info at metropolitanpanel.com
More info at metro.lu
72
73

Metropolitan Report 1

Transcription

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Flier - Triland Realty Partners, LLC

Met World Newsletter March 2016 Issue

Impulsando Nuevas Prác!cas de Cooperación Técnica y Polí!co Ins

die walkur - Pristine Classical

From the east exit of Iidabashi Station (JR) to Hotel Metropolitan

New Ruralism - National Academies

Ener`Chi` patients at OPH

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