trendwatching.com's 10 LATIN TRENDS FOR 2015

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Innovation opportunities to seize in South & Central America in the year ahead!

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  • 1. DEC 2014 - JAN 2015SOUTH & CENTRAL AMERICA TREND BULLETIN10 LATINTRENDS FOR2015Innovation opportunities to seize in South& Central America in the year ahead!

2. www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 2Major events, key elections, people in the streets protestingfor their rights and better living conditions. In South &Central America, 2014 was marked by increasing publicinvolvement in social and economic issues.The impact of this is not limited to policy makers. Moreaware of their rights and duties, people also want toconsume better: pay fair prices, see brand-led campaignsthat have real impact on their lives, and have access toworld-class products & services that address their uniqueproblems.So, are you ready to find the best opportunities in theregion for your brand, or your clients, to stand out anddeliver in 2015?The region will be fullof opportunities in2015......if you dont take advantage of them,someone else will! 3. In this Trend Bulletin weve gathered the ten consumertrends that your team should focus on to meet andsurpass the ever-changing expectations of consumers inSouth & Central America.While you are probably excited (and rightly so ;) to get tothe trends, remember that these insights and innovationsare useless if you dont act on them.Of course, be inspired by the examples that underpin thesenew currents, but be sure to ask what YOU can do to adapt,evolve and build upon the ideas for your business beforeyour competitors do!This list is all aboutopportunities.Trends are just a (smart!) way to fuelcompelling, profitable innovations.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 3 4. 1. IN-HAND BRANDS Inject joy into rewards.2. BRIGHT IS BEAUTIFUL Help people get together.3. RECONCILIATION BRANDS Make consumerism flow.4. DEMOCRATIC PRICING Serve with added convenience.5. INSIDE OUT Take a stand.10 crucial consumertrends for South &Central America in 2015www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 4 5. 6. PLAYFUL PERKS Inject joy into rewards.7. CITY CONNECTIONS Help people get together.8. OK COMMUTER Make consumerism flow.9. ONLIFE SERVICE Serve with added convenience.10. BRAND STANDS Take a stand.10 crucial consumertrends for South &Central America in 2015(...continued ;)www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 5 6. 1. IN-HAND BRANDSBe a BRAND BUTLER: serve consumersin the right place at the right time.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 6 7. As South & Central American consumers expectationsgrow, their patience shrinks. Smart brands are seamlesslyintegrating themselves into peoples lives with a sense ofurgency.Busy consumers hate to waste time, they need problemssolved and desires realized NOW.In 2015, they will demand brands add resources and createshortcuts that speed up delivery of their offering(s). And thebest brands will be where and when they are needed, beforethe consumer even knows they want them.So, when and where do your consumers need (or expect)immediate service?1. IN-HAND BRANDSIn 2015, will your product or servicebe there the moment Latin consumersneed it?www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 7 8. FEATURED INNOVATIONS: IN-HAND BRANDSPiero, Forever 21 and HellmannsIn May 2014, Argentinian mattress brand Piero launched a campaign toraise awareness of road accidents caused by drivers falling asleep behindthe wheel. Between 4am and 5am (when most accidents due to tirednessoccur), the brand aired radio adverts featuring an alarm clock sound everynine minutes, reminding drivers of the potential danger and keeping themalert.To help people during fashion emergencies (unexpected dates or duplicatedparty outfits, for example), fashion retailer Forever 21 ran a promotion inMay 2014 in Costa Rica called Closet S.O.S. 100 customers could requesta visit from a mobile fashion truck stocked with apparel and accessories.In Brazil, in May 2014 Hellmanns launched #PreparaPraMim(#PrepareForMe), a social media campaign that invited people to usethe hashtag along with available ingredients on Twitter. The brand thenresponded with customized recipes.Back to Topwww.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 8 9. 2. BRIGHT IS BEAUTIFULLove of knowledge, a growing status play.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 9 10. BRIGHT IS BEAUTIFUL and South & Central Americans aredesperate to flaunt evidence of their educational endeavors as status symbols to their family, friends and followers.What does this mean for brands in 2015? Beyond integratinglearning and literary experiences into consumers dailylives (see STATUS SMARTS), consider how you can helpconsumers express (ok, how off ;) their knowledge.Can you help them do this through social networks? In LatinAmerica people spend more time on social networks thananywhere else in the world, averaging 8.67 hours per month(comScore, July 2014). Perhaps the opportunity lies offline?Even a pair of jeans can be used to flaunt a love of literature.2. BRIGHT IS BEAUTIFULConsumers will love brands that helpthem show off their knowledge in 2015.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 10 11. FEATURED INNOVATION: BRIGHT IS BEAUTIFULFreeSurf and L&PM PocketIn July 2104, book publisher L&PM Pocket partnered with fashion brandFreeSurf to launch an exclusive collection of jeans in Brazil. The OriginalPocket Books range had stories and poems from the publishers authorsprinted on the inside of the pockets to demonstrate the convenience ofpocket-sized books.Back to Topwww.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 11 12. Free Publications Premium ServiceMonthly publication featuring selected trends. On-demand access to all our trends & tools.FrameworkIndustry FocusFrameworkPDF PPT PDF PPTTools.TR15FormatsA standalone, actionable opportunity..Static content.Read online or as a PDF.TR15FormatsIndustry FocusUnderstand the big picture of consumerism.Search & filter the innovation database by trend/ industry/ region.Download trend & industry reports or create custom PPTs.FIND OUT mORE SUBSCRIBE FOR FREE Fdin otu meorTools 13. 3. RECONCILIATION BRANDSMend the social fabric.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 13 14. Despite all the progress in South & Central America, thereare strong strands of inequality and barriers that dividepeople in the region. Financial hardship, inequality andprejudice. Routine for many, yet brands traditionally avoidconfrontations such as the rolezinhos (teenagers thatused social media to meet at shopping centers) or thepolarized elections in Brazil.In 2015, brands cannot ignore these issues. The gap betweenrich and poor is a serious issue for 68% of Brazilians (PewResearch, June 2014). Brave brands (large and small) willjump into the discussion.Will you do your part to promote dialogue, mend wounds,and reconcile?3. RECONCILIATIONBRANDSIn 2015, take a position in the fightagainst inequality.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 14 15. FEATURED INNOVATIONS: RECONCILIATION BRANDSAsociacin Nacional de Empresarios de Colombia (ANDI) launched theSoy Capaz campaign in September 2014, gathering 120 companies suchas Coca-Cola, Bancolombia and McDonalds to rally the country byspreading messages for peace. Coltabaco, for example, placed personalstories into Marlboro cigarette packs, written by rural workers.The radio station LT8, from Argentina, launched Escuchmonos (letslisten to each other) in May 2014, a campaign anchored in the concept oftolerance, acceptance and understanding amongst the key public figures ofArgentina: from politicians, to journalists, to footballers and even the Pope.Embajada Zona 18 (Embassy Zone 18) is an initiative of Tortrix andnonprofit Area 18 to protect the labor rights of Zona 18 citizens inGuatemala, who are often refused job interviews because gangs control thearea. Since April 2014, Embajada Zona 18 has provided a verifiable addressfor jobseekers to use on applications and a website for people to uploadrsums, find vacancies and access training.Back to TopSoy Capaz, Tortrix and LT8www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 15 16. 4. DEMOCRATIC PRICINGLet consumers have their say.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 16 17. In March 2014 we highlighted EMPATHETIC PRICING:targeted discounts that address consumers pain points. In2015, consumers increasingly accustomed to participation will drive pricing into new territory.South & Central American consumers, having lived throughyears of price fluctuations, will be confident they knowwhat products and services should cost. Theyll demandbrands go beyond EMPATHETIC PRICING, and allow the toparticipate in pricing.Afraid of discovering how much consumers truly value you?Use DEMOCRATIC PRICING in 2015 to show confidence inyour offering and respect for your customers.4. DEMOCRATICPRICINGLet Latin American consumers decidewhat youre worth.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 17 18. FEATURED INNOVATIONS: DEMOCRATIC PRICINGTechBoy is a Brazilian company launched in September 2014 that offersonline IT support, providing solutions to common technical problems andassisting with web development via Skype. At the end of each session, thecustomer is told the average price charged for the service they received,but they can choose how much they pay (or if they pay at all).A collective of artists, publishers and entrepreneurs in Argentina created inAugust 2014 Atado, a project to sell comics from independent Argentinianartists at Comicpolis, a comics festival in Buenos Aires. Consumers couldpay as much as they wanted for seven digital comics and fanzines.Back to TopTechBoy and Atadowww.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 18 19. 5. INSIDE OUTHelp urbanites enjoy outdoor spaces.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 19 20. Latin Americans have been hiding (from urban violence) inmalls, stuck in traffic, and cramped in condos for years. Butsince the 2013 protests in Brazil and Mexico, and Venezuelain 2014, residents are rediscovering the value of getting out.In 2015, urbanites will gather outdoors from food marketsto reclaimed parking spaces to share experiences. Brandscan contribute to making spaces clean, safe and delightful.62% of Brazilian consumers would exchange thebrand they usually buy, for one that improves their city,supports culture and wellness and offers free leisure.(Ibope/Conecta, August 2014)Help consumers take it outside!5. INSIDE OUTWhy consumers from South & CentralAmerica will love brands that take itoutside in 2015.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 20 21. FEATURED INNOVATIONS: INSIDE OUTPracinha Oscar Freire and Park(ing)Day ChilePracinha Oscar Freire, in the Jardins neighborhood of So Paulo, is a smallgarden created in June 2014 by the public space developer REUD and theNGO Instituto Mobilidade Verde. Once a week, the space promotes a BringYour Own Work (BYOW) event, and invites people to work outdoors for theday. Trucks serve workers with food and drinks (the kind you have whileworking, and the kind you have at happy hour ;).Park(ing) Day Chile is an event where artists, designers and citizenscollaborate to temporarily transform (for a day) parking spaces into publicgreen areas. Park(ing) Day 2014 Chile on November 7, invited people to gatherat the spaces to promote creativity, civic engagement, critical thinking,social relations and generosity.Back to Topwww.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 21 22. 6. PLAYFUL PERKSInject joy into rewards.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 22 23. Brands in South & Central America often aim for aserious tone of voice to be viewed as professional orrespectful. But the explosion of social networks (andbrand-run accounts) changed what consumers expectfrom brands. Interactions with brands should be human:73% of consumers in Brazil expect brands to build ameaningful relationship with them (Edelman, October2014).In 2015, HUMAN BRANDS will go beyond joking withfans and followers online, and will excite consumers withplayful perks and surprising interactions.Forget about the familiar formulae of perks. Yourrewards must be provocative, exciting and playful toresonate.6. PLAYFUL PERKSDont be too serious, Latin consumerswill lap up playful perks ;)www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 23 24. FEATURED INNOVATIONS: PLAYFUL PERKSDuring the FIFA World Cup in June 2014, beer brand Skol launchedConsulado: a platform connecting Brazilians with tourists and soccerfans. Locals who welcomed visitors to host cities by promoting localshops or sharing Skol beers and taxi rides for example were rewardedwith discount vouchers or free bottles of Skol.In Costa Rica, telecoms brand Claros Extra Minutes is an initiative that giftsfree minutes based on the amount of extra time added to a soccer game. Ifofficials add five minutes, pre-pay customers can claim the same amountin talk time using a code displayed via digital signage around the stadiumand on-screen. The promotion ran at all of Saprissa FCs home games. As ofApril 2014 (the end of the soccer season) Claro had donated more than 50million extra minutes.Back to TopSkol and Clarowww.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 24 25. 7. CITY CONNECTIONSHelp city residents get to know each other.www.trendwatching.com/trends/10-latin-trends-for-2015 10 LATIN TRENDS FOR 2015 25 26. Thanks to the continuing urbanization of South & CentralAmerica, and the rhythm of big cities (lots of work, little timeoff), many residents hardly know their neighbors.In 2015, lonely urbanites will increasingly want to breakdown the social barriers that are part of city living. Brandsthat design their product or service as a way to integrateconsumers in the social, public spaces of their city will beembraced.Is your brand friendly enough to help city residentsconnect? The more connections you drive, the more you willbe loved