The “PROFEEL 2024” study conducted among 600 decision-makers by Les Echos Le Parisien Médias and Publicis Media Pro, in partnership with the Opinion Way institute, provides a complete overview of the mindset of leaders in their environment. Positive, sometimes isolated, they say they need appropriate communication to make strategic decisions.
Happy, involved, determined… Contrary to a rather gloomy societal trend, Today’s decision-makers are comfortable in their own skin and are even getting better and better. This is one of the surprising and encouraging pieces of information from the “PROFEEL 2024” study. “The target audience of decision-makers raises many questions: it is heterogeneous, and the available insights are still limited. Our study deepens the knowledge of each typology of decision-makers and deciphers the realities which impact their state of mind and their decision-making. This data enriches the offers, the data that we make available to our partners, to better advise them in the reflection and deployment of their B2B communications” specifies Corinne Mrejen, DG Pôle Les Echos-Le Parisien Partenaires and Chief Impact Officer of the Les Echos-Le Parisien group. The agency is preparing to launch a BtoB platform dedicated to communication with this target. In parallel, Publicis Media launched this summer Publicis Media Pro, a new BtoB entity. “With a market estimated at 1.6 billion euros by Kantar (i.e. 12,000 advertisers), our new agency intends to addressr the specific challenges of BtoB “, says Pascal Crifo, founder of Publicis Media Pro. “Understanding them better to better support them” is the leitmotif of this study which focuses as much on VSEs as on large structures.
Well-being at work
According to the results, 86% of leaders find meaning in their work and more than half even note an improvement in this aspect over the last five years (+30 points). They consider themselves satisfied with their work-life balance, with high average levels of well-being with a score of 7.2 and 7.5 out of 10 respectively. Another significant indicator, more than 8 decision-makers 10 consider the level of pressure specific to their function to be bearable. However, for SME managers, dubbed “Little Pros” in the study, who are more exposed and vulnerablethis item loses a few points. On the professional level, they are more anxious and more tired than all the leaders and 21% note a loss of meaning in their work in recent years.
Breaking the isolation
Leading and therefore deciding is often a solitary exercise. When asked about the conditions of their daily decision-making, iThey admit to not having sufficient information (64%) and to arbitrating alone (37%). And even one in two SME managers takes their strategic decisions unilaterally (+18pts vs other managers). At the same time, many constraints weigh on decision-makers, particularly relating to the “Budget and Legal” for 36% or HR difficulties, specifically “reduced teams” for 1 in 5. The study reveals a problem linked to the “recognition” of decision-makers, which weighs on their well-being. The latter testify to receiving more recognition for their work,outside the company (by their customers – 56%, by their relatives – 44%) as well as from within the company (by their managers – 11%).
The role of partners and the media
Experts, partners and the media are on the front line to help leaders. “I first expect transparency and honesty from a partner” (88%), “I like to gain skills through the media” (81%) and ” I need more support to make my choices » with experts (59%). In a complex and uncertain context, the media play a strategic role in supporting and providing access to information. It appears that decision-makers over-consume all types of media and formats (TV, Radio, Paper Press, Digital Press, Social Networks, VOL, Catch-Up TV), both to “better understand”, “relax” and “have fun”. Better still, for nearly 8 out of 10 decision-makers, reading the press is a daily act to get informed as much as a “pleasant moment” (76%). Among its main benefits identified: being able to share important information “first” while gaining skills. In the Comex, paper and digital press are consumed at nearly 80% weekly to “build an opinion”.
No blah blah…
To communicate with this demanding target, honesty is essential. No less than 88% of decision-makers expect transparency and proximity in communications of their partners. Comparatively, 79% of them expect innovation and 77% the expression of their CSR commitment. A result which underlines a new era of BtoB communication, from the perspective of proximity above all … and far from received ideas. “The daily life of the decision-maker, his motivations are protean. Emotion has as much place as performance. Communications to them must take this into account. Promoting the best product is no longer enough; it is now a question of seeking to establish the best relationship,” adds Pascal Grifo. With the issues and needs identified, the ecosystem should gain in maturity.
Methodology:
Study conducted with OpinionWay via self-administered online questionnaire in April 2024 with 600 decision-makers (C-levels) in private companies in France: Managers and members of the Codir or Comex (Founder, President, CEO, CFO, HRD, Marketing Director, IT Director, etc.). Sample constituted according to the quota method, with regard to the criteria of sector of activity and company size.
Source: www.e-marketing.fr
