key consumer trends part 1

Istanbul Consumer Trend Seminar |trend

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Hoş geldiniz!

Key Consumer TrendsIstanbul, 6 September 2012Henry Mason Global Head of Research & Managing Partnertrendwatching.com


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This presentation is exclusively for those who attended trendwatching.com's Trend Seminar in Istanbul on 6 September 2012. The presentation is yours to read, refer to, pull apart & present to your colleagues. Use it to successfully launch on-trend innovations of your own.

Don't hesitate to email me if you have any questions, and good luck!

Henry MasonGlobal Head of Research and Managing [email protected]

WELCOMETHIS IS ONE OF THE PRESENTATIONS GIVEN AT TRENDWATCHING.COM'S ISTANBUL TREND SEMINAR

http://trendwatching.com/


mailto:[email protected]

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YOU!

Istanbul Consumer Trend Seminar |

PIZZA BUTTON

Dubai’s Red Tomato Pizza:bluetooth connected fridge magnet


KLM MEET & SEAT

View passengers’ social media profiles


‘COOL’ SKINCARE

LGFrostine skincare range features refrigerated products


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Yes or No?What trends?

TWO QUESTIONS

Johannesburg Consumer Trend Seminar |


PIZZA BUTTON



KLM MEET & SEAT



‘COOL’ SKINCARE



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Yes or No?

VERDICT

Johannesburg Consumer Trend Seminar |


PIZZA BUTTON



ANOTHER BUTTON

Evian Smart Drop: Wifi fridge magnet


AND ANOTHER ;-)

Turkcell Mobile Order: NFC magnet & app links to Burger King, Migros & Aygaz


KLM MEET & SEAT



‘COOL’ SKINCARE



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NOT ABOUT YOU


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ABOUT US

Since 2002200,000 subscribers, 1,300 clients, 2,000 spotters


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TÜRKCESI VAR


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HAPPYSPOTTING


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A WORLD TOUR ;-)

Sharing (& collecting) insights from audiences around the world


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TODAY

An intense download ;-)Global; Local; Apply


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A CURATEDGLIMPSE

Highlighting global best practices


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UP TO YOU!

To take, adapt, run with and launch innovations of your own!


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ALLYOURS!

Yours to use & abuse: all example details & URLs


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TRENDS

More than just what’s ‘hot’


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TRENDS

No crystal ball; short term futures


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TRENDS, SMALL AND BIG

Macro Consumer Industry


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DEFINEConsumer trend:“A manifestation of something that has‘unlocked’ or newly serviced an existing consumer need, desire, want or value.”


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Insights - Inspiration - Innovation - SUCCESS

KNOW WHY


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Believe in better

KNOW WHY


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Vision

New business concepts

New products, services, experiences

Marketing, advertising, PR

APPLY


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Schumpeter

CREATIVE DESTRUCTION

The destructive maelstrom of innovation.


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Yours or someone else’s?

CREATIVE DESTRUCTION


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THE GLOBAL BRAIN

CREATIVE > DESTRUCTION

Crowdsourcing: Goldcorp & Lisbon City Hall Istanbul Consumer Trend Seminar |

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LOOK CROSS-INDUSTRY


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EXPECTATION ECONOMY

Who’s setting your customers’ expectations?


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KEY THOUGHT FOR TODAY

SO LISTEN UP! ;-)


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AMIDABUNDANCE


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DESPITEBLASÉ


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EXCITEMENT

Consumers will still get excited about good, useful, sustainable, brilliant products, services & experiences

MACRO TRENDS


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THE GREAT CONVERGENCE

Global economic shifts


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FINANCIAL INSTABILITY

Sustained growth?


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POLITICAL INSTABILITY

In governments we trust?


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HAVES

1%


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HAVES vs HAVE NOTS

1% vs 99%


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GLOBALIZATION

Tensions & fragmentation


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DIVERSE DEMOGRAPHICS

Older, more urban, more Asian, more mobile


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PRICING THE PLANET

Natural resources & environmental constraints


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SUSTAINABLESOLUTIONS

Within reach?


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SCIENTIFIC INNOVATION

Nanotech, biotech, new materials etc.


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ELECTRONIC DATA & PRIVACY

Greater awareness & scrutiny of governments & corporations.

YOUR (MACRO)PLAYING

FIELD


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ON TO THE CONSUMER TRENDS!

!

INFOLUST

STATUSPHERE


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“D”: DISCOVER & DECIDE

STATUSPHERE


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STATUS

The most expensive, the biggest, the blingest


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STATUSPHERE

Some thoughts from the street...


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STATUSPHERE

“Status can also be about acquired skills, about eco-credentials, about generosity, about connectivity…All of which makes for a far more diversified STATUSPHERE”


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STATUSPHERE

‘Status’ is more diverse than ever


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BIGGER BETTER HARDER FASTER

MM Cab


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STATUSPHERE

Abercrombie & Fitch opened in Hong Kong


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STATUSPHERE

While in Paris, queues are for museums


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STATUSPHERE

Oh wait! That’s not a museum...


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STATUSPHERE


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STATUSPHERE

To be UNLIKE the Joneses (or the Şahins ;-)


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STATUSPHERE Louis Vuitton: customization from London to Shanghai


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The same consumer can focus on different STATUSPHERES at different times

FLUID STATUS


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LESS & STATUS

Unconsumption: Sustainability? Above it all? Enlightenment?

STATUSPHEREBRAND ME

ECO-STATUS

GIVING &

STATUS

BIGGERBETTERHARDER

STATUSSKILLS

STATUSSTORIES

STATUSSMARTS


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STATUS STORIES


BabylonstorenLuxury hotel invites guests to pick their own produce

STATUS STORIES


STATUS STORIES

China Post:Postcard ‘from’ space


Ikea Norway:Knit tour own iPad mittensSTATUS

STORIES


Triple Major & Bodega:secret storesSTATUS

STOR(I)ES

STATUSPHEREBRAND ME

ECO-STATUS

GIVING &

STATUS

BIGGERBETTERHARDER

STATUSSKILLS

STATUSSTORIES

STATUSSMARTS


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STATUS SKILLS


STATUS SKILLS

Ritz-Carlton Beijing:At-home cooking classes from head chefs for 10,000 RMB


STATUS SKILLS

CerModernFrom October 2012, Ankara art center will offer filmmaking courses with instruction from industry pros


Setur Sedventure:Professional Suha Derbent to instruct tourists on photo-safari

STATUS SKILLS

STATUSPHEREBRAND ME

ECO-STATUS

GIVING &

STATUS

BIGGERBETTERHARDER

STATUSSKILLS

STATUSSTORIES

STATUSSMARTS


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STATUS SMARTS


STATUS SMARTS

Codecademy’s CodeYear:weekly coding lessons


Political Tours: Current affairs first handSTATUS

SMARTS

STATUSPHEREBRAND ME

ECO-STATUS

GIVING &

STATUS

BIGGERBETTERHARDER

STATUSSKILLS

STATUSSTORIES

STATUSSMARTS


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GENERATION G: That’s G for Generosity, not Greed!

GIVING & STATUS


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Recession & disgust; attractive altruism; culture of collaboration

GIVING & STATUS


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Gates & Buffett; Steve Jobs; Yuri Milner

GENERATION G


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EMBEDDED GENEROSITY


EMBEDDED GENEROSITY

Toms Shoes: Buy one give one


Sketchers: Bobs buy one give one cloneEMBEDDED

GENEROSITY


Havaianas:50,000 pairs for UNICEF at 50EMBEDDED

GENEROSITY


GENERATION G

Casa do Zezinho:Buy one get half EMBEDDED

GENEROSITY


LA-based Raven Denim: K-pop group Dal Shabet creates jeans for charity

EMBEDDED GENEROSITY


EMBEDDED GENEROSITY

Saught Jewelry:Handcrafted by Cambodians from unexploded landmine material


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Think about how to combine trends

SIDESTEP

STATUSPHEREBRAND ME

ECO-STATUS

GIVING &

STATUS

BIGGERBETTERHARDER

STATUSSKILLS

STATUSSTORIES

STATUSSMARTS


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ECO-STATUS


ECO-STATUS

ECO-ICONIC

Porsche: Battery powered supercar


ECO-STATUS

ECO-STORIES

Magnificent Revolution:London’s cycle-in cinema


Gyeongwan Koo:Seed-tipped chopstick can be planted in soil after use

ECO-STORIES


CasualsakksCushions made from recycled coffee sacks

ECO-STORIES

STATUSPHEREONLINE STATUS

& BRAND ME

ECO-STATUS

GIVING &

STATUS

BIGGERBETTERHARDER

STATUSSKILLS

STATUSSTORIES

STATUSSMARTS


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ONLINE STATUS


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ONLINE STATUS

Virtual visibility is social currency. After all, what does it matter if it’s not seen (& recorded) online?


ONLINE STATUS

ONLINE STATUS

P1.CN:Chinese invitation-only social network; 1.2 million members


ONLINE STATUS

ONLINE GENEROSITY

WeTopia: Social gaming for good: 800k players, 1m gallons of water, 650k meals, 2 schools built


ONLINE STATUS

ONLINE ECO-STATUS

Greenpocket: Compete to reduce carbon footprint


ONLINE STATUS

ON TO OFF Stitchtagram: Instagram cushions


ONLINE STATUS

REAL WORLD LIKING

Nike Brazil: Road running social network updates


ONLINE STATUS

ING-DiBa: Digital basketball, complete with Facebook support

REAL WORLD LIKING


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BRAND ME


ONLINE STATUS

BRAND ME Mxit Judge Me:South African photo rating service gains over 400k users in less than a month


ONLINE STATUSONLINE STATUS

Arnet Reputación Online:Social status boosterBRAND ME


ONLINE STATUS

Axa France:Protection Familiale Integr@le online reputation insurance

BRAND ME


ONLINE STATUS

Weibo Bridge:Influential users (>2,000 active followers) share ad revenues

BRAND ME


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BRAND ME“Consumers will be as focused on their personal brands as you are on yours. Are you paying them the proper respect they desire?”

STATUSPHERE

The STATUSPHERE is fragmenting. Which spheres do you (& your products) appeal to?

BRAND ME

ECO-STATUS

GIVING &

STATUS

BIGGERBETTERHARDER

STATUSSKILLS

STATUSSTORIES

STATUSSMARTS


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BRAND ME

ECO-STATUS

GIVING &

STATUS

BIGGERBETTERHARDER

STATUSSKILLS

STATUSSTORIES

STATUSSMARTS

NEXTWrite down 3 products you offer & match them to the STATUSPHERES. Do you have any gaps? Do you have any customers who might be in that sphere, and if so, how can you cater to them?


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NEWISM


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NEWISM“Consumers crave the new: because it represents innovation, advancement, excitement, experiences and status.”


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THE GLOBALBRAIN

Increasingly, ‘new’ is ‘better’


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NEWISM &ONLINE

The online world is relentlessly accelerating and amplifying everything: information, excitement, attention

“Online culture is the culture”


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“Online culture is the culture”


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2004!

ONLINE CULTURE


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ONLINE CULTURE

World’s first ‘Twitter wedding’ in Üsküdar


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ONLINE CULTURE

Where the innovation action is!


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NEWISM & TECHLUST

Online & tech innovations empower consumers & promise to service existing needs in new (& better) ways


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ONLINE SUPER POWERS

Instant & total transparency, more control, choice, personalization, relevance and more, more, more...

São Paulo Consumer Trend Seminar |

OFFLINE SUPER

POWERS

Mega-empowered mobile consumers!


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OFF LINE SUPER

POWERS“63% of women and 73% of men ages 18-34 say they don’t go an hour without checking their phones.”

(Source: Lookout & Harris, May 2012)

!

INFOLUST

STATUSPHERE



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INFOLUST

“Forget information overload. Consumers face an almost total lack of information*”* Information that is relevant, useful & timely


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!

OFF=ON

PROUD TOPROVE IT

INFOLUST

DIY HEALTH

BENCHMARKEDLIFEPOINT & KNOW

& BUY

SAFETY NET

REAL-TIMERELEVANCE


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OFF = ON“Mobile data traffic in 2011 was eight times the size of the entire global Internet in 2000.”

(Source: Cisco, February 2012)


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OFF = ON“Offline is online: success will be about seamlessly bringing those features that consumers love about the online world, into the offline world”


JC Penney: findmore kiosks in storeOFF = ON


Westfield: Shopping mall searchOFF = ON


C&A Brazil: Facebook-enabled clothes hangers

OFF = ON

!

OFF=ON

PROUD TOPROVE IT

INFOLUST

DIY HEALTH


& BUY

SAFETY NET

REAL-TIMERELEVANCE


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REAL-TIME RELEVANCE

“Real-time is the only time.”


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REAL-TIME RELEVANCE

“Between May 2011 and February 2012, the number of smartphone owners getting real-time location-based information on their phones rose from 55% to 74%.”

(Source: Pew, May 2012)


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REAL-TIME RELEVANCE

“By 2016, there will be over 10 billion mobile-connected devices, including machine-to-machine (M2M) modules, more that the world's population at that time (7.3 billion).”

(Source: Cisco, February 2012)


REAL-TIME RELEVANCE

Boondoggle: Weather-dependent wake up calls


SK Telecom:Cart screens give real-time dataREAL-TIME

RELEVANCE

!

OFF=ON

PROUD TOPROVE IT

INFOLUST

DIY HEALTH


& BUY

SAFETY NET

REAL-TIMERELEVANCE


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PROUD TO PROVE IT

“Brands need to move from just ‘having nothing hide’, to showing and proving everything they do.”

If governments can’t keep secrets, do you think your brand can?


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INFOLUST


INFOLUST

PROUD TO PROVE IT

City of Chicago: GPS snow ploughs to prove fairness


INFOLUST

Yi Mu Tian: Organic farm offers vegetable camera tracking

PROUD TO PROVE IT


INFOLUST

Honest By: Totally transparent fashionPROUD TO

PROVE IT

!

OFF=ON

PROUD TOPROVE IT

INFOLUST

DIY HEALTH


& BUY

SAFETY NET

REAL-TIMERELEVANCE


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POINT & KNOW


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POINT & KNOW

“Smartphone-toting consumers are embracing a world in which they can find out about anything they see or hear, even if they don’t know what it is or can’t describe it in words.”


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POINT & KNOW


POINT & KNOW

WordLens: on-the-go translations


KLIK: Bought by Facebook. Where next?

POINT & KNOW


POINT & KNOW & BUY

Adidas Originals sneaker scanner


POINT & KNOW & BUY

Hyundai Home Shopping: AR apps suggests accessories based on current outfit


Amazon Flow and eBay appsPOINT &

KNOW & BUY


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POINT & KNOW &

BUY “POINT-KNOW-BUY will reshape consumers’ info-expectations, search behavior and purchasing patterns, bringing consumers real-world instant visual information gratification.”

!

OFF=ON

PROUD TOPROVE IT

INFOLUST

DIY HEALTH


& BUY

SAFETY NET

REAL-TIMERELEVANCE


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BENCHMARKED LIFE

“New technologies mean that consumers can now satisfy their personal INFOLUST and gain insights into their own behavior; allowing them to better manage, monitor & adapt their daily lives and activities.”


BENCHARKED LIFE

22seven:Online platform helps users save money


Volkswagen China:Mobile app raises aware-ness of vehicle pollution

BENCHARKED LIFE


Babolat France:Tennis racket with in-built coach

BENCHARKED LIFE


Nike Fuelband:Measure and competeBENCHARKED

LIFE

!

OFF=ON

PROUD TOPROVE IT

INFOLUST

DIY HEALTH


& BUY

SAFETY NET

REAL-TIMERELEVANCE


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DYI HEALTH“Countless new apps and are available for consumers keen on preventing, examining, improving, monitoring and managing their health, whether for reasons of control, convenience or a desire to avoid intrusive trips to the doctor.”


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DYI HEALTH

“The number of consumer health apps has grown from 3,000 in February 2010 to over 13,000 in April 2012.”

(Source: MobiHealthNews, July 2012)


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DYI HEALTH

“The global mobile health applications market will grow from from USD 1.7 billion in 2010 to USD 4.1 billion by 2014.”

(Source: Technavio, February 2012)


DYI HEALTH UK National Health Service: Recommended mobile health apps


CSEM:Heart rate monitor headphonesDYI HEALTH


AgaMatrix:Diabetes monitoring appDYI HEALTH

!

OFF=ON

PROUD TOPROVE IT

INFOLUST

DIY HEALTH


& BUY

SAFETY NET

REAL-TIMERELEVANCE


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SAFETY NET

Seguridad en Linea:Colombian crowd-sourced security platform

https://www.seguridadenlinea.com/

https://www.seguridadenlinea.com/


China Survival Guide: Food safety alert app, 200k downloads in 1st week

SAFETY NET

!

OFF=ON

PROUD TOPROVE IT

INFOLUST

DIY HEALTH


& BUY

SAFETY NET

REAL-TIMERELEVANCE


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From total transparency, to real time relevance, to knowing everything that is happening around and even inside one’s body,

consumers have never been more INFOLUSTY

!

OFF=ON PROUD TOPROVE IT

DIY HEALTH

BENCHMARKEDLIFE

POINT & KNOW& BUY

SAFETY NET

REAL-TIMERELEVANCE

1. Vision

2. New business concepts

3. New products, services, experiences4. Marketing, advertising, PR


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!

OFF=ON PROUD TOPROVE IT

DIY HEALTH

BENCHMARKEDLIFE

POINT & KNOW& BUY

SAFETY NET

REAL-TIMERELEVANCE

NEXT: What information are you giving consumers, and how does it empower and transform them?Think about relevance, utility, accessibility & action. Istanbul Consumer Trend Seminar |

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!

INFOLUST

STATUSPHERE


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!

“Both the who and the how of both discovery & consumer decision-making are being changed.”

WHAT CONSUMERS WANT


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“Discovery now happens by default”

DISCOVER


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“D”:DISCOVER &

DECIDE“There are over 3,200,000,000 likes and comments every day. That’s 3.2 billion. Or 37,000 every second.”

(Source: Facebook S-1, 2012)


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“D”:DISCOVER &

DECIDE“74% of online shoppers discover new products through reviews and recommendations on websites and social media sites”

(Source: Barclays, May 2012)

Consumers are turning to new, trusted sources to help them DECIDE

DECIDE


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“D”:DISCOVER &

DECIDE“92% of global consumers say they trust earned media (word-of-mouth and recommendations from friends and family), above all other forms of advertising—an increase of 18 percent since 2007.”

(Source: Neilsen, April 2012)


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“D”:DISCOVER &

DECIDE“Online consumer reviews are the second most trusted form of advertising with 70% of global consumers trusting them, an increase of 15% in four years.”



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“D”:DISCOVER &

DECIDE“While only 47% of consumers around the world say they trust paid media (television, magazine and newspaper ads), a decline of over 20% since 2009.”


DATADIVINITY

THEF-FACTOR


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DATA DIVINITY

“The phenomenon of collecting, analyzing and interpreting consumers’ personal information, and using it to give tailored recommendations that help consumers make better decisions.”


DATA DIVINITY

Ticketmaster:Recommended gigs based on Spotify listening habits


AutoTrader Autolyzer:Facebook data finds vehicle matches

DATA DIVINITY

http://trendwatchingpremium.com/2012/09/autotraders-app-analyzes-facebook-data-to-find-vehicle-matches/





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DATA DIVINITY

“Not for everyone, but shows just how tailored the future will be...”

DATADIVINITY

THEF-FACTOR


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F-FACTOR“That’s F for friends, fans and followers, who influence consumers’ purchasing decisions in ever more sophisticated ways”


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F-FACTOR“Turkey is the 7th biggest country on Facebook”

Consumption has always been social


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F-FACTOR


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Amplified & accelerated

F-FACTOR


F-FACTOR FourSquare Explore:Personalized nearby recommendations


Findirim:Discount e-commerce store on Facebook

F-FACTOR

“D”: DISCOVER &

DECIDE

DATADIVINITY

THEF-FACTOR


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!

A consumption arena that is more efficient, more relevant, and more interesting than before.

BEST OFTHE BEST


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“This is not about your social media marketing strategy or optimization. In fact, this is not about marketing at all. This is about being (genuinely) liked, if not loved. Then the rest will just happen.”

“D”:DISCOVER &

DECIDE


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And consumers won’t hold back ;-)

IT’S ALL OUTTHERE

!

INFOLUST

STATUSPHERE


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NEXT ENJOYED THE PRESENTATION?THERE IS MORE!

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key consumer trends part 1

Technology