THE FUTUREOF DATINGBrazi l ian mi lennials perspect ive

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I N T R O D U C T I O N - C U LT U R A L FA C T S

INTERACTION

Datingis a SOCIAL

To us it is about connections and bonds.

Brazilians are intuitive, expressive, talk loudly and love human contact and getting to know new people.

Bureaucratic country, full of laws = we need leisure!BR US

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UncertaintyAvoidance

spotted online vs offline

Brazilian spotted has gone viral on social media. It is used by college students who are trying to fnd out more about someone they saw passing by or had a brief conversation with.( (

I N T R O D U C T I O N - C U LT U R A L FA C T S

I N T R O D U C T I O N - C U LT U R A L FA C T S

fundamental”

“Que me perdoemas feias, mas beleza é

Vinícius de Moraes

23 million plastic surgeries (more than USA)

Brazilian woman and man love to groom themselves

Brazilian beauty and personal care industryis worth more than U$ 42 bn (more than half of Latin America market)

World Cup Online Meme: “Brazilians, in general, are too concerned about appearance and beauty [...] sometimes it is too much. In Germany it is not like that” - Ulrike Neumann.

I N T R O D U C T I O N - C U LT U R A L FA C T S

- Ohhh, how pretty!- No wait!

T R E N D F O R C E S

To 82% of Brazilians internet-users online consume is “convenient”

practical fits our needs+

They research at least 6 sources on the web before buying things.

T R E N D F O R C E S

Millennials spend more than 5 hours a day on computers and mobiles

They are more likely to trust it and create exchanges that were unthinkable just a few years ago.

According to KPMG International 2013 Digital Database, Brazilians millenials are ”one of the “world’s most voracious users of digital media”.

Brazilians are internetheavy users

T R E N D F O R C E S

Time spent online

privacysharing

De-facing, de-leting and de-sharing

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S O U R C E D T R E N D S

Feeling of loss of privacy

Brazilian Facebook profile picture

Increase of awarness about what is shared.

S O U R C E D T R E N D S

Dating appsBrazilian millennials are prolific users of social media

Tinder and Grindr use social networking as their core and fast and simple curation, gamification and shopping as it’s logic.

New swipping consumption of people.

Tinder grows 140% per month in Brazil and soonthis will be the second market of the app (just behind US).

Professional datingLinkedup

Past: keep things professional, strong separation between work and relationship

Brazilian justice fined companies that are restricting relationships.

S O U R C E D T R E N D S

Current time: it’s forbiden to forbid.

S O U R C E D T R E N D S

REASONS FOR INTERTWINNINGRELATIONSHIPS AND WORK

Reasons for intertwining relationships and work:

Employers mechanisms to keep employees working

sensibility with each other schedule.

even though Brazilians work journey has been reduced in 2004, the intertwinement of work and leisure resulted in more working hours

assumed earning power.

home work

overtime goals

C L I E N T O V E R V I E W

“To inspire and nurturethe human spirit [...]”

C L I E N T O V E R V I E W

Known by its innovative nature

Starbucks mission

Friendly and trained staff

Products that fits well Brazilian coffee consumption

C L I E N T O V E R V I E W

STARBUCKS environment

Free wi-fi and power outlets

Tables for up to 6 people meetings

Brazialins think Starbucks as status, it is an informal and trendy.place

in Brazil, Starbucks is a coffe place as opposed to a coffee place

New Starbucks in Rio de janeiro, near Cantagalo metro (subway) station

“Starbucks needsto be aware of...”

Culture of coffee as a soft-drink

one thing Starbucks has already started doingis using national known igredients (localize).

We like third-places between home and work to chill with friends (specially in big cities, as São Paulo).

When it comes to coffee, we have a strong tradition of sharing it - we are very collective.

S T R A T E G I C R E C O M E N D A T I O N

BR US

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Individualism

S T R A T E G I C R E C O M E N D A T I O N

WE HAVE jogo de cinturaAbility to make decisions calmly, flexibly and quickly in difficult situations

S T R A T E G I C R E C O M E N D A T I O N

“We have our own ways”

We have a lot of biodiversity:

The country is in a constant state of transformation - and it’s challanges require a natural hability to adapt.

In order to create strong emotional connections to Brazilians, it is necessary to respect our culture: there is so much one can impose it’s own sensibility.

Exotic nature, sunny beaches, sensual spirit, tradition, urban vibe, ...

Amazonia Rain Forest, Copacabana,Salvador, Brasilia, Rio Grande do Sul,

and São Paulo

S T R A T E G I C R E C O M E N D A T I O N

adaptability collaboration

Cobrandingrefreshing view

sophisticated strategy made for a adaptable place

S T R A T E G I C R E C O M E N D A T I O N

Starbucks + Tinder

Coffee-based match-making app

Geo-location and opportunity = “let’s have our coffee?”

Appeal to same-kind-of-coffee niche market with focus on sharing.

possible everification of honest use

people could receive more information about that coffee they both like.

Personalized marketing could be used to offer the coulple other products they have consumed in the past.

It’s a match!

S T R A T E G I C R E C O M E N D A T I O N

Daters should be invited to pay attention to their date: no work, no social media (offline proximity to Brazilian Spotted).

GET OUT OF THE PHONE(please)

Brazilian actor Caio Castroshowing how to multitask

S T R A T E G I C R E C O M E N D A T I O N

COFFEE FOR TWO

Two or more concentrate coffee pods would be a strategy to continue the Starbucks sharing experience at home.

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THANKS!

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