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Unmissable innovations + insights from local trend spotters = the future of consumerism in the region! SOUTH & CENTRAL AMERICA TREND BULLETIN OCTOBER 2014 LATIN PULSE

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Unmissable innovations + insights from local trend spotters = the future of consumerism in the region!

SOUTH & CENTRAL AMERICA TREND BULLETIN

october 2014

LATIN PULSE

Every month our Central & South American spotters send us

a flood of new consumer-facing innovations. The lesson? Its

increasingly vital to track the exciting changes occurring across

the consumer arena in the region. So: here we are :)

Recent economic and technological growth has provided fertile

ground for budding startups, new products & services, and ever-

more interesting trends. Our keen-eyed spotters (from every

country in the region) are watching closely!

The pulse of Latin American consumerism is beating faster and faster.

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 2

http://spotters.trendwatching.com/www.trendwatching.com/trends/latin-pulse/

In this months Bulletin, youll find seven unmissable consumer-

facing innovations, each one accompanied by an insight from a

real consumer on the ground. They will drive you and your team

to act!

Take each of the innovations below and ask what new

opportunities they suggest for your business. Remember: these

examples address important changes in consumer expectations

and behavior that need to be responded to.

And of course, you want YOUR company to be the one who does,

right? :)

So this month, we decided to highlight what our spotters consider the best of recent innovation in South & Central America.

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 3

www.trendwatching.com/trends/latin-pulse/

The innovations sent to us by our local spotters would suggest

that the blurring boundary between consumerism and social

value is the epic trend reshaping the consumer arena in the

region today!

Theres one powerful insight for you already; now over to our

spotters

If you notice a pattern when browsing these examples youre right!

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 4

www.trendwatching.com/trends/latin-pulse/

FEATURED INNOVATIONS

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 5

www.trendwatching.com/trends/latin-pulse/

LATIN PULSE: FEATURED INNOVATIONS

Mquina do Bembrazilian platform lets individuals request charitable donations as birthday gifts

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 6

https://aniversariodobem.com/www.trendwatching.com/trends/latin-pulse/

Brazilians are getting more interested in social projects and inspiring movements especially crowdfunded ones that

allow them to show their social network theyre engaged with social issues.

CAROLINA CMARA (24) - FREELANCER / RIO DE JANEIRO, BRAZIL

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 7

www.trendwatching.com/trends/latin-pulse/

LATIN PULSE: FEATURED INNOVATIONS

ABACO: #MealForSharecolombian organization posts Instagrams of poor families meals to raise awareness of poverty

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 8

http://www.mealforshare.com/www.trendwatching.com/trends/latin-pulse/

Its really interesting to take the Instagram trend of taking pictures of food, and use it for a good cause. The images are

shocking and provocative because they dont feature delicious Colombian food, but disgusting dishes, that arent usually seen

by privileged people in the country.

NATALIA BERRIO (32) - HEAD OF PLANNING, OGILVY & MATHER / BOGOT, COLOMBIA

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 9

www.trendwatching.com/trends/latin-pulse/

LATIN PULSE: FEATURED INNOVATIONS

Facebook GendersSocial media giant enables 54 genders for profiles in Argentina

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 10

www.trendwatching.com/trends/latin-pulse/

Its very important that a huge and powerful company like Facebook does something like this. It collaborates with the fight against inequality and sets the standard for other companies to

act, in a country which is trying to become open and equal. In a conservative region, the initiative shows Argentina is

making an effort to be a free country.

CAMILA MOHR (25) - RESEARCH & MARKETING PLANNING ASSISTANT, BMC / BUENOS AIRES, ARGENTINA

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 11

www.trendwatching.com/trends/latin-pulse/

We obviously offer much more

than monthly Trend Bulletins...

Your complete trend and innovation solution.

Introducing our 2014 Premium Service

Find out more

2015 Trend Report

Trend Framework Innovation Database

Industry Updates Apply Toolkit

Monthly Updates 1-page Trend Handouts

1

2 3

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6 7

www.trendwatching.com/premium

LATIN PULSE: FEATURED INNOVATIONS

Tortrix: Embajada Zona 18employment initiative tackles address discrimination in Guatemala

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 13

http://embajadazona18.org/site/www.trendwatching.com/trends/latin-pulse/

It is incredible that a company genuinely worries about the country that consumes its products on a daily basis. This project

is not only useful for the inhabitants of Zone 18, but for many employers who gain access to a whole new database of amazing

individuals that want to work hard everyday to help their families, and to end this awful discrimination once and for all.

KAREN MARTINEZ (24) INTERNATIONAL EXPANSION COLLABORATOR, IFEMA / GUATEMALA CITY, GUATEMALA

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 14

www.trendwatching.com/trends/latin-pulse/

LATIN PULSE: FEATURED INNOVATIONS

Ecuadorian Football AssociationWhite seats installed in stadium to raise awareness about violent supporters

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 15

http://vimeo.com/95764503www.trendwatching.com/trends/latin-pulse/

The innovation is new and surprising because no one has addressed this problem [of violence in stadiums] in a more shocking way. In Latin America, rivalry between fans of

opposing teams has caused many deaths; and this is the first and only idea of its kind.

ISABEL FREIRE (28) HEAD OF PLANNING, FCB MAYO / QUITO, ECUADOR

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 16

www.trendwatching.com/trends/latin-pulse/

LATIN PULSE: FEATURED INNOVATIONS

L&PM Pocket and FreeSurfbrazilian publisher and fashion brand print poems in jeans pockets

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 17

https://www.youtube.com/watch?v=TI64xQMa4YY#t=94www.trendwatching.com/trends/latin-pulse/

I loved this activity from L&PM because it involves stories. It uses storytelling to demonstrate the practicality of pocket

books. And it went beyond the scope of marketing itself, because besides showing the practicality of pocket books, it illustrated

the importance of stories in our lives, inspiring us.

FERNANDA BUDAG (33) LECTURER, FAPCOM / SO PAULO, BRAZIL

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 18

www.trendwatching.com/trends/latin-pulse/

LATIN PULSE: FEATURED INNOVATIONS

Alerta Ssmica Grilloearthquake early warning device for domestic use crowdfunded in Mexico

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 19

http://grillo.mx/www.trendwatching.com/trends/latin-pulse/

Its a good innovation, since it doesnt require a phone or internet to send the alert signal. Even though millions of

Mexicans have internet access, when an earthquake happens, communication may fail. Plus, 31 out of 100 Mexicans are over

60 years old, and not many seniors use the internet.

ALICIA DE LA PEA (47) PHD STUDENT / SALTILLO, MEXICO

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 20

www.trendwatching.com/trends/latin-pulse/

NEXT

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 21

www.trendwatching.com/trends/latin-pulse/

The examples and local insights above should give you a sense of the pulse of the region, and make a great starting point for you and your team to get innovating. Discuss what you can learn from them and how you could adapt what youve seen for your brand or your client(s).

Now its your turn!

NEXT

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 22

www.trendwatching.com/trends/latin-pulse/

Want to become a spotter too, and have your innovations and insights seen by our subscribers around the world?

Apply to join the tw:in network today, and start contributing your regions best innovations to trendwatching.com.

tw:intrendwatching.coms Insight Network

NEXT

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 23

http://spotters.trendwatching.com/apply/www.trendwatching.com/trends/latin-pulse/

Then try using our (free) CONSUMER TREND CANVAS tool to help you structure a session with your team.

Need some help?

NEXT

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 24

http://trendwatching.com/trends/consumertrendcanvas/http://trendwatching.com/trends/consumertrendcanvas/www.trendwatching.com/trends/latin-pulse/

The 1,200+ brands and agencies using our Premium Service have access to over 10,000 examples like these, all put into context as part of our (surprisingly affordable!) comprehensive trend & innovation solution.

Still not enough?

NEXT

LATIN PULSEwww.trendwatching.com/trends/latin-pulse 25

http://trendwatching.com/premium/www.trendwatching.com/trends/latin-pulse/

MORE...

If you have any comments, suggestions or questions then please do let us know. Just email:

Nathalia SoutoClient Services Director South & Central [email protected]

About uSestablished in 2002, trendwatching.com is the worlds leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. our Premium Service counts

many of the worlds leading brands as clients, while our free monthly Trend Briefings go out to over 260,000 subscribers in 180 countries.

more at www.trendwatching.com

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