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Many of South & Central America’s (SCA) newly empowered consumers (not just economically, but those who feel more technologically, socially and politically empowered too), see rampant materialism as somewhat unsatisfactory – if not wholly selfish – when society remains racked with insecurity and inequality.


  • 1. trendwatching.coms free Monthly Trend BriefingMarch 2013MI CASA ES TU CASAWhy more and more consumers in South & Central America will jump at the chance to help solve social issues.

2. DefinitionMany of South & Central Americas (SCA*) newly empoweredconsumers (not just economically, but those who feel moretechnologically, socially and politically empowered too), seerampant materialism as somewhat unsatisfactory if notwholly selfish when society remains racked with insecurityand inequality**.Which is why many more consumers in the region willembrace the MI CASA ES TU CASA trend andenthusiastically support brands that dont close theireyes to social inequality, and (better yet) offerconsumers a chance to play a part in fixing social issues.* In this Trend Briefing, were defining South & Central America (SCA) ** Poverty and social issues have long been a feature of SCA societies,as including Mexico. Yes, technically its in North America, but manyso much so that consumers (traditionally those in the AB classes) simplycharacteristics of the countrys consumer arena more closely resembleblocked them out. The region has the worlds highest Gini index athose found in Latin American societies. For all the regions key con- measure of inequality (UNICEF, April 2011). However, thanks to thesumer trends, check out our forthcoming exclusive SCA Consumer growth of the regions middle classes, this figure has fallen rapidly sinceTrend Report.2000, and was lower in 2010 than at any time during the past 30 years (World Institute for Development Economics Research, August 2012).w w w. t r e n d w a t c h i n g . c o m MI CASA ES TU CASA 2 3. Driving this trend:The past decade has made SCA consumers feel more empowered than ever: greater 1.EMPOWERMENTpolitical inclusion, tangible economic success and technological access, mean that theregions consumers are optimistic about the future and their ability to shape it. Forexample, Edelmans Goodpurpose study found 73% of Brazilians believe that comparedto five years ago, people like me now have more power and influence to make adifference, significantly higher than the global average of 44% (Edelman, April 2012).Brazils rising middle class (C-class) grew by over 40 million people between 2003 and2011, while the upper classes (AB classes) grew by 9 million (Fundacao Getulio Vargas, 2. STATUS SHIFTMarch 2012). This rising affluence is leading to a fragmentation in the STATUSPHERE,as consumers increasingly attribute social value to different symbols (driven in part byMaslows theories of self esteem and actualization). Making a positive social impact isjust one of these new forms of status.Added to this, technology has given consumers new ways to flaunt their social impact:participating or contributing to a cause is now often carried into the online world, where itcan be more visible and longer lasting (see the Techo example below).w w w. t r e n d w a t c h i n g . c o m MI CASA ES TU CASA 3 4. Driving this trend:More (and better) information, especially online, is making SCA consumers more 3. INFORMATIONsensitive to the needs of others around them. Information about social inequality andissues is now so pervasive, that it can no longer be blocked out (and indeed inaction isnow more visible too, which further drives the STATUS SHIFT above). (IN)EQUALITY This is especially true with consumers for whom this abundant information is a near-constant reminder that while they might be experiencing an increase in personal wealth,society as a whole remains poor. Indeed, the millions joining the consuming class areoften more keenly aware of social issues, and more willing to do something about them:Its becoming increasingly difficult for consumers to simply ignore social issues a global study found 49% of SCA consumers are willing to pay more for products andservices from companies that give back to society, significantly higher than in Europe andNorth America, where only 33% are willing (Nielsen, March 2012).The explosion in new and more exciting brands, products and services is making SCAconsumers more sophisticated than ever. Therefore, they will be more and more turned 4. MATURIALISM on by businesses that are more direct or demanding, that dont simply kowtowto consumers needs but stake out more of an expressive (and dare we say it moreinteresting) brand attitude themselves.When it comes to social issues, this means not ignoring them as too many brands inthe region have done in the past but confronting or shocking consumers with themhead-on, even celebrating them as La Fabrica del Taco did (see below).Dont be bland ;-)w w w. t r e n d w a t c h i n g . c o m MI CASA ES TU CASA 4 5. mi casa es tu casaHere are just a handful of examples of how brands and non-profit organizationsare already tapping into the MI CASA ES TU CASA trend:Buchanans: Techo: Build a house with aTime to Share personal nailFrom March to May 2012, Diageo-owned Scotch In August 2012, Chilean non-profit Techo (Roof)Whisky label Buchanans asked young people in came up with an innovative reward for those whoBogot, Mexico City and Caracas to participate in a donate their time, energy and effort to the NGOsvolunteer project called Tiempo Para Compartircause, constructing homes for the underprivileged.(Time to Share). Through Facebook, participants The organization printed nails used in thecould sign up for projects such as neighborhood construction with the name of donors or volunteers.cleanup and construction. Once the program wasDonors received an image of their nail and couldfinished, Buchanans offered a free concert tothen see the place where the house was built onparticipants, featuring The Smashing Pumpkins.the Prego Maps website.w w w. t r e n d w a t c h i n g . c o m MI CASA ES TU CASA 5 6. mi casa es tu casaSatisfeito: High-endrestaurants offer smallerLa Fabrica Del Taco: Eat soportions for same pricethey eat commercialsIn November 2012, 20 restaurants in So PauloLa Fabrica Del Taco is a Mexican restaurant in including high end establishments such as Junthe upmarket Palmero district of Buenos AiresSakamoto, Kaa and Girarrosto launched an that donates a portion of takeaway orders to localinitiative where diners could opt for smaller portionhomeless charities. In July 2012 (in the middle ofsizes, while still being charged the full price. the Argentinean winter), the restaurant launchedSatisfeito (Satisfied) dishes were 1/3 smaller its The Homeless Sellers campaign, featuringthan the usual menu options, with the money savedfive local homeless people talking about their livesfrom serving these smaller dishes being donatedon the street. The commercials aimed to remindto the Instituto Alana, an organization fighting child people that even if they didnt want to go out asmalnutrition in Brazil.frequently during the winter, their orders would still help local people in need.w w w. t r e n d w a t c h i n g . c o m MI CASA ES TU CASA 6 7. mi casa es tu casaCarbono Zero: Become a Atados: Latin Americasbike courier for a day first volunteering portalOn 22 November 2012, bike courier service CarbonoJune 2012 saw the launch of Atados, Latin AmericasZero, based in Sao Paulo, launched its Pedalada first volunteering portal. The site aims to increase thePara O Bem (Pedal for Good) campaign. For one number of people volunteering by helping to giveday, the brand asked its customers to volunteer to people more information about the opportunitiesact as couriers and make eliveries on behalf of the d available. Non-profit organizations register on thebrand. The courier fees were then donated to the site, and post details of projects or tasks they requiresocial project Pedal Zezinho, which offers workshops assistance with, while volunteers create profilesand repair workshops to disadvantaged children. To detailing their skills. In the first two months over 4,000encourage participation, the company also entered allpeople and 100 organizations signed up.the volunteers into a competition to win a new bike.w w w. t r e n d w a t c h i n g . c o m MI CASA ES TU CASA 7 8. NEXTEven as SCA gets wealthier, stubborn social problems are likely to remain for manyyears to come. Alongside this, the pressure for brands to roll out innovative socialsolutions (both on behalf of, or ideally with their consumers) will grow as audiencesin the region get more demanding. So whether youre an ambitious local brand, ora global brand in the region, please by all means do jump on the MI CASA ES TUCASA trend. But when applying this trend, be sure to: Spur real action: Just as transparency is driving this trend, it also shapes it.Learn from the Buchanans example, and see how consumers want to movebeyond simple, distant, low-impact campaigns and feel that their actions aremaking a tangible difference, not just leaving it up to brands to take thoseactions for them. Challenge consumers: As shown by the Satisfeito example, consumersare increasingly receptive to brands jarring them into acknowledging socialinequality, or at least their (im)perceptions of this fading taboo subject. Be bold!And if youre a brand in the rest of the world (and SCA isnt on your radar), why notget going and start targeting the social issues that are most relevant in your market?After all, consumers everywhere will thank you for learning from the examplesabove.Time to do well AND do good ;-)In the meantime were working hard on our new Trend Briefing. If youre not yetsubscribed, then please sign up here w w w. t r e n d w a t c h i n g . c o m MI CASA ES TU CASA8 9. SOUTH &CENTRAL AMERICALimited-timeTREND REPORToffer available!Looking to delight consumers in South & Central America?OurSouth & Central America Trend Reportis a 100+ page, stand-alone report (in PDF and PPT!) featuring 40+ crucial local trends, insights and tons of must-see innovations from the region, and an apply section.Perfect for