The gathering : photo Stéphane Robin
Industry News
EuroSIMA Surf Summit: perspectives for boardsports
Surfersvillage Global Surf News, 30 June, 2009 : - - The eighth edition of the EuroSIMA Surf Summit, a one day summit bringing together European leaders and staff of the boardsports industry took place at the Capbreton Casino, France, on Friday, June 19th.
Presided by Frédéric Basse, Rip Curl Europe General Manager and EuroSIMA President (European Boardsports Industry Manufacturers Association), the meeting welcomed almost 140 participants. Professionals and experts from different sectors shared their knowledge and their experiences with the boardsports manufacturers. It was a conference day, which was rich in discussions and networking.
In the mind of Digital Natives
To open the day, Florence Hermelin, co-managing director of SixandCo, presented a study of the digital era generation, the “Digital Natives”. After conducting a quantitative and qualitative study, she analyzed the impact of new technologies on the 11-25 years-old, organized around 3 axes: their personal and social identity, their relationship to space and time, and their relationship to society and brands.
Young people have evolved in the way that they show themselves on the Web, from a simple, localized but accumulative identity, we now have moved to a more qualitative but fragmented and plural identity (multiple medium and networks).
What matters is their ability to shine and spread information. However, in an environment where opinions are amplified, this generation is looking for new models to follow. They value leaders of a new kind, with verifiable competence and real authority without actually seeking notoriety.
Born in the culture of immediacy (email, SMS, comments ...) this generation is facing new pressures (reputation management) and reveals new relational postures (developing collective and status importance...).
As Digital Natives, today’s youths have become the pioneers of a new era and have made accessible new practices to adults. They finally feel integrated into History with adults who recognize their increasingly important role.
They are also more mature and have more expertise in how to consume, and do not hesitate to question brands image and identity. It is urgent to restore meaning in consumption for a brand to be legitimate.
Beyond information on what matters, concerns or upsets this generation, the analysis provides marketing insight and operational ideas to companies who wish to include in their business plans these new behaviors, which are spreading rapidly in our society.
Towards an Eco-responsible attitude
The concept of corporate social responsibility (CSR) takes into account the environmental, social and economic issues of sustainable development. Considered to be optional in the past, “these issues become more than ever a necessity for businesses”, explains Stéphane Latxague, Director of the environmental organization Surfrider Foundation Europe.
Tools and technologies to promote sustainable development exist, but are insufficiently developed. More and more business decision makers are concerned about environmental protection, sustainable development and the existence of regulations or tools preventing “ecological risk”. They are concerned, but are not yet actors!
However, some big names of the boardsports industry are exceptions. Quiksilver and Rip Curl Europe came to present the initiatives they implemented in their respective companies. Frédéric Basse insisted on the merit of both companies which “revealed a bit of their business strategies.
These efforts benefit the whole industry and we need more and more companies to join the movement”. The legislation will force more companies to quantify their impact on the environment and take measures to reduce it. It is now time to take responsibility, “those who will not jump on this train, will have a hard time keeping up with it” concluded Stéphane Latxague.
Managing Surprise
The world is moving quickly in an increasingly complex and interdependent environment. The result is sudden and unexpected situations that in the past we considered to be “unthinkable”, “impossible” or “inconceivable” before being confronted with them.
Both storms of December 1999 and Klaus in 2009, which devastated the Landes, the attacks of September 11th 2001, the December 26th 2004 tsunami, the election of Barak Obama, the global spread of emerging diseases (SARS, avian flu, swine flu) ... Managing surprise has emerged as a new field of management.
Bertrand Robert from Argillos, expert in crisis management and specialized in the field of surprise management since 1999, showed through examples and games, the attitudes to have, in order to anticipate and cope with surprise (including mental flexibility, calm, empathy, attention to detail) and how to avoid mental traps related to surprise and stress (denial, aggressivity/mental rigidity; inhibition/paralysis).
Stress Management and Performance Improvement
Closing this day of conferences, Guillaume Nery, World Record holder in Free Diving (-113 m) in 2008, came and shared his experience with the business world. He compared the quest for performance of an elite athlete to the requirements of daily performance and results of companies. He gave no lesson but rather encouraged individual and collective reflection on the concept of performance through stories and anecdotes that have marked his career.
The key themes of his speech were related to his training philosophy, which he places at the forefront of his success: FUN, PATIENCE, DISCIPLINE and TEAM SPIRIT. His motto: "the path is as important as the result."
The EuroSIMA Surf Summit #8 would not have taken place without the help and support of our partners: the Regional Council of Aquitaine, the international sports trade show ISPO, the General Council of the Landes, the Chambers of Commerce and Industry of the Landes and the Basque Country, the BtoB magazine Boardsports Source and Carlsberg.
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Stephanie Godin
Industry - Surfersvillage
