henry mason's 206. crystal apple creativity festival presentation
DESCRIPTION
http://elmaaltshift.com/TRANSCRIPT
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5 trends for 2015!Kristal Elma, 18 September 2014Henry MasonManaging Directortrendwatching.com
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A QUICK WARM UP!
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GOOD OR BAD IDEA?
3 INNOVATIONS:
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Easy Fit & Return delivery service saves customers time
JEANS ONLINE
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CATSTARTER Crowdfunding platform supports cat-related innovations
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MCDONALDSBFF Timeout: encourages Filipinos to focus on each other rather than their phones
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GOOD OR BAD IDEA?
3 INNOVATIONS:
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Easy Fit & Return delivery service saves customers time
JEANS ONLINE
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CATSTARTER Crowdfunding platform supports cat-related innovations
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MCDONALDSBFF Timeout: encourages Filipinos to focus on each other rather than their phones
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YOU AREN’T THE ONLY JUDGE
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THINK ABOUT YOUR CUSTOMERS
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BEFORE WE DIVE IN…
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TRENDS?
Not fashion…
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TRENDS?
More than just what’s ‘trending’
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TRENDS, SMALL AND BIG
MacroConsumer
Industry
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ABOUT US
Since 2002250,000 free subscribers, 1,200 Premium clients
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2,500 spotters in over 100 countries
WATCHING TRENDS
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TRENDS = OPPORTUNITIES
“We look for signals: things that have ‘unlocked’ or newly serviced an existing consumer need, desire, want or value.”
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CHANGE
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CHANGE?
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EXPECTATION GAP
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SPORTS CAR?
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HOTEL?
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DESIGNED IN CALIFORNIA
CHINA
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MARKETING?
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EXPECTATION ECONOMY
Who are you really competing
against?
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KEY MESSAGE FOR TODAY
SO LISTEN UP! ;-)
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GLOBAL BEST
PRACTICE
A curated snapshot...
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READY TO RUN WITH!
Take these trends and examples, learn from them, adapt them, and launch innovations of
your own!
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Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
WHERE TO
APPLY
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WHO?
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SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
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VIDEOVALETS
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VIDEOVALETS
“Consumers will come to expect instant, webcam-enabled face-time with brand reps as and when they need it.”
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“54% of UK
consumers say the most important factor when contacting a brand is being able to interact with a real person.”
(Vision Critical Research, Oct 2013)
VIDEOVALETS
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VIDEOVALETS
Bank of AmericaLive video chat with bank staff via ATM
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VIDEOVALETS
Amazon: Mayday button offers live video customer support - 75% of requests now use the button.
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REMEMBER, WITH TRENDS…
EXPECTATION GAP
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VIDEOVALETS
FiatLive staff-guided vehicle exploration via webcam
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Think about how new technologies can simplify or even enhance the customer experience!
LIGHT-BULB MOMENT:
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SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
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SYMPATHETICPRICING
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SYMPATHETICPRICING
“Brands are offering imaginative discounts that relieve lifestyle pain points, offer a helping hand in difficult times, or support a shared value.”
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“Only 9% of brands make a meaningful difference in people's lives.”
(Havas, June 2013)
SYMPATHETICPRICING
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BrahmaBeer brand campaigns to reschedule Valentine's Day
SYMPATHETICPRICING
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BGH: Hot apartments receive discounts on AC units in Argentina: USD 14m in sales
SYMPATHETICPRICING
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SYMPATHETICPRICING
EasyTaxiDiscounts for solo Filipino women after physical assaults
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Union Square Mall10% discount for ‘gingers’ at shopping centre
SYMPATHETICPRICING
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How could you show compassion and purpose with your pricing?
LIGHT-BULB MOMENT:
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SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
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CURRENCIESOF CHANGE
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The desire for self-improvement is universal.
CURRENCIESOF CHANGE
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“73% of people give up on their goals to lose weight, get fit or train for an event within 6 weeks.”
(Harris Interactive, December 2012)
CURRENCIESOF CHANGE
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“Only 10% of people who register for MOOCs (Massively Open Online Courses) complete their course.”
(Coursera, April 2013)
CURRENCIESOF CHANGE
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CURRENCIESOF CHANGE
“Brands that use personalized deals & discounts to motivate consumers to reach their goals will be welcomed.”
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CURRENCIESOF CHANGE
airBalticFrequent fliers rewarded for burning inflight calories
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CURRENCIESOF CHANGE
Alfa-BankBank incentivizes exercise with higher interest rates
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CURRENCIESOF CHANGE
UNAM Foundation Recycled plastics exchanged for bus travel, airtime and more.
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CURRENCIESOF CHANGE
Etiqa MotorTakafulAuto insurer rewards young drivers for slowing down
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How could you incentivize consumers’ BETTERMENT?
LIGHT-BULB MOMENT:
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Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
WHERE TO
APPLY
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WHO?
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SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
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POLITENESSPAYS
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“In 2015, smart brands will realize that it's often other consumers who have the greatest impact on customer experience – good or bad.”
POLITENESSPAYS
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POLITENESS PAYS
La Petite SyrahCafé rewards polite patrons with discounts
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Meadowhall Mall unveils lanes for fast and slow shoppers
POLITENESS PAYS
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BFF Timeout: encourages Filipinos to focus on each other rather than their phones
POLITENESS PAYS
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Are there any ways you can help your customers to be more considerate?
LIGHT-BULB MOMENT:
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Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
WHERE TO
APPLY
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WHO?
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SYMPATHETICPRICING
CURRENCIESOF CHANGE
POLITENESSPAYS
POSTDEMOGRAPHICCONSUMERISM
VIDEOVALETS
FIVETRENDSFOR 2015
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CURRENCIES OF
CHANGEHERITAGEHERESY
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VersaceFashion brand partners with singer for counterfeit-inspired collection
HERITAGEHERESY
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Four SeasonsLuxury hotel brand launches food truck road trip
HERITAGEHERESY
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CURRENCIES OF
CHANGE
POST DEMOGRAPHIC CONSUMERISM
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“People’s consumption patterns are much less predictable by traditional demographics: age/ gender/ place/ income”
PDC
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“Yes, younger people are (still) usually the earliest adopters. But little, if anything, now remains the preserve of a single demographic for long.”
PDC
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CURRENCIES OF
CHANGEGLOBALCULTURE
72% of BRIC millennials feel that ‘people are more alike around the world than they are different
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SHARED(BRAND)
EXPERIENCE
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CURRENCIES OF
CHANGESHIFTINGSTATUSSHIFTINGSTATUS
48% of neo-sharers are 18-34. 33% are 35-54, and 19% are 55+.
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“If you look at the list of the 1,000 favorite artists for 60-year-olds and the 1,000 favorite artists for 13-year-olds,
there is a 40% overlap”
(Guardian, May 2014)
SILOEXPLOSION
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CURRENCIES OF
CHANGE
COLLAPSEOF
CONVENTION
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“In 2013, 16% of new mothers were unmarried (up from 10% in 2009)”
GfK Roper, via JWT.
COLLAPSEOF
CONVENTION
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BLURRED DEMO-
GRAPHICS
There has been a 400% increase in multi-racial marriages in the US in 30 years
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SO WHAT?
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NEW NORMAL
Coca Cola: Superbowl ad celebrates racial diversity
POST DEMOGRAPHIC CONSUMERISM
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NEW NORMAL
Tanishq: Indian jewelry ad celebrates remarriage
POST DEMOGRAPHIC CONSUMERISM
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Four SeasonsLuxury hotel brand launches food truck road trip
HERITAGEHERESY
POST DEMOGRAPHIC CONSUMERISM
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HYPER DEMOGRAPHIC IRONY
Lean Machine Ale: Low-calorie beer aids post-workout recovery
POST DEMOGRAPHIC CONSUMERISM
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CROSS DEMOGRAPHIC FERTILIZATION
DDP Yoga: Ex-wrestler creates ‘macho’ yoga
POST DEMOGRAPHIC CONSUMERISM
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WHO?
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How will a post-demographic world shape your marketing in 2015?
LIGHT-BULB MOMENT:
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Just the tip of the iceberg
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A framework for understanding
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CHANGE
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CHANGE?
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EXPECTATION GAP
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APPLY!
APPLY!
APPLY!
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Vision
New business concepts
New products, services, experiences
Marketing, advertising, PR
WHERE TO
APPLY
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WHO?
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www.trendwatching.com/trends/consumertrendcanvas
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GOOD TIMES!