Back to news

Prosumer Report - October 2018

Havas reveals the future of cities in latest Prosumer Report

Havas has published its latest Prosumer Report, which focuses on the future of cities.

At present, 55% of the world’s population lives in urban areas and by 2050, two-thirds of us will. We can already see how our cities are changing and expanding here in the UK and in the three major cities Havas PR UK is based in: Manchester, Edinburgh and London.

The report finds that 97% of the Prosumers (that’s trend-setting consumers who drive cultural agendas) would like society to change. Cities are the setting of greatest tension, but also where we will reinvent our future together.

And these Prosumer are open to experimental and innovative living solutions: 52% would like to live in a smaller personal space in exchange for access to more amenities and facilities shared with others. More than half (58%) would also accept a lower salary in exchange for being able to work from home.

Some of the report’s key findings include

“If I can make it there, I can make it anywhere.” A majority of Prosumers would choose to live in a big city, for more opportunities to be successful.

Cities may be the solution we seek. Around half of Prosumers are convinced that having the world’s population living in high-density, sustainable cities will help save planet Earth from destruction.

Communal is in. Around two-thirds of urbanites believe that cities would be better if people shared more and owned less. This is opening up a growing market for communal spaces and amenities.

There’s a fine line between smart and dystopian. Eight in 10 Prosumers are excited about the potential for cities to get “smarter,” but people are wary of the privacy implications of the Googles of the world taking over.

Brands need to shift from zeroes to heroes. Brands have a lot to answer for when it comes to the current state of cities — from the visual pollution of advertising to the homogenization that is muting previously vibrant cultures. They also have plenty to contribute toward making cities more livable, more sustainable, and more satisfying.

For more information and to download the full report please visit