's south & central america trend report (sample)

Download's South & Central America Trend Report (Sample)

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The brand new South & Central America report is a stand-alone report packed with the must-know local consumer trends, insights, and examples for and from the region, as well as tips on how to apply them profitably.Split into major themes and featuring 40+ trends, the report covers every major development in the local (and exciting!) consumer arena, illustrated with tons of best-of-the best examples and insights drawn from our South & Central America research teams, and our local spotters.




Limited-time offer available!

This PDF is just a very small sample of our South & Central America Trend Report.Released 28 March 2013, available to pre-order NOW!

Remember: this sample contains short extracts from just three featured themes, there are 10 themes and 40+ trends in the 100+ page report!For more information please go here: And if you have any questions, please contact Paul Backman at


URBANISMOTime to dive in and make your mark.

SCAs cities are a heady mix of energy, chaos and possibility. Home to the vast majority of the areas population, the health of the urban fabric will determine the regions future. The good news: governments, business and individuals are increasingly coming together in order to harness urban creativity and energy,

integrate low income, second tier and suburban communities, create habitable and thriving urban environments and accelerate social development.


Driving this theme: // Urban fabric The number of cities in the region with over 1 million inhabitants has increased from 8 in 1950 to 56 in 2010, and one out of every three people now live in one of those cities (CEPAL, August 2012). Indeed, SCA is more urbanized than any other region in the developing world with 80% of its population living in cities, comparable to Europe and North America. This is forecast to rise to nearly 90% by 2050 (UN & Credit Suisse, January 2012). // Boom towns Cities are the engine of economic development. The largest 40 cities in SCA contribute over 30% of the regions GDP, with nearly half of that coming from just four (Buenos Aires, Mexico City, Rio de Janeiro and So Paulo). Even beyond these mega-cities, urban centers drive national economies: Panama City with 39% of the countrys population contributes 61% of its GDP; Lima represents 29% of Perus population but 52% of its GDP (UN, August 2012). // Youthful populations SCAs urban centers will experience a demographic boost in the coming years, with 50 million people set to enter the labor force by 2025 more than the current working-age population of France (McKinsey, August 2011).




CIVICSUMERSPeoplepowered change: one city at a timeFilled with energy and confidence, and tired of waiting for government action, civic-minded consumers in SCA are coming together and engaging in projects to restore the cities they inhabit. By highlighting flaws if not initiating solutions, these CIVICSUMERS are doing what they can to improve urban life.WHY// Urban issues The regions cities are filled with opportunities, which is why they continue to suck in people on a daily basis. However, urban life in SCA isnt always easy: pollution, mobility, bureaucracy and violence continue to plague many cities. // Empowerment Whether as a result of greater wealth, new technologies, or greater political inclusion, many SCA consumers feel more able to contribute and shape their futures than previously. // Digital social creativity Social networks offer new ways to connect with people around shared interests and goals. Indeed, Ericsson found that this was the third most important reason for using social networks (after both updating and being updated on friends and families lives). (Ericsson, May 2012)

Imagina na CopaPreparing cities for the World CupIn the run up to the 2014 World Cup, many Brazilians are saying, if you think its bad now, imagine in the Cup! in reference to the unpreparedness of the countrys infrastructure. Imagina na Copa (Imagine in the Cup) was launched in January 2013 to counteract this attitude by sharing 75 stories online of young citizens improving their country in the 75 weeks running up to the tournament. The founders want site visitors and workshop attendees (held in the 12 host cities) to be inspired by the projects already happening, and to instigate social change themselves.

NEXT// Platforms Web platforms can unlock new or more efficient forms of collaboration around local issues (see how UrbanKIT tapped into the crowdfunding trend here). // Technological solutions Learn from SampaP and Urbanismo en Lnea and see how mobile technologies (from basic SMS reporting to smartphone cameras) can enable consumers to participate in efforts to better manage - if not improve - their surroundings. // BRANDED GOVERNMENT While the trend towards bottomup solutions (often from consumers themselves) will continue, there will also be plenty of opportunities for brands in various sectors to apply some of the ideas in BRANDED GOVERNMENT (see p.10) to fixing urban issues.

SampaPWalking tours with shoot-and-shame platformLaunched in July 2012, SampaP is a movement that organizes walking tours around the city of So Paulo. The goal is to incentivize citizens to explore So Paulo on foot with free group trips that promote understanding of the culture, history and social wellbeing of the city. The website features a section where participants can post images taken during the tour to denounce sidewalks that need maintenance.


URBANISMO // CIVICSUMERSUrban KitCrowdfunding urban developmentLaunched in September 2012, UrbanKIT is a Chilean crowdfunding platform dedicated to urban development projects focused on areas such as the repair of public spaces, the creation of cultural activities, ways to improve mobility, and environmental initiatives. All projects pass through a curation process, in which they are assessed in terms of presentation quality and feasibility. The projects must offer a non-monetary reward to the contributors, fundraising goals have to be USD 500 or higher, and fundraising timelines are between 1 and 60 days.


100en1da100 projects to improve BogotIn May 2012, Danish business school Kaospilot partnered with the city of Bogot and its arts community to organize the event 100en1da. Foreign and local students developed 100 projects to humanize, empower and improve the city. One initiative, Incomplete Works, involved participants ironically inaugurating unfinished infrastructural efforts started by local politicians. The event expanded to other Colombian cities including Pasto, San Salvador, Medellin and Pamplona. In 2013, 100en1da will be conducted in nine other cities around the world.

Urbanismo en lneaMapping urban flaws becomes an online social gameUrbanismo em Lnea is a free mobile app from Colombia that allows citizens to denounce a lack of signage, broken streetlights or sidewalks in poor condition with geotagging. Users can add photos, videos and text about the problem to an online map, and follow updates on whether it is solved. Available for 14 Colombian cities, the platform works like a game. Depending on the number of tags the user makes, and how many people report being affected by that tag, they can earn badges such as handyman, official handyman and master handyman.




FLEX LIFEWhat is rigid will fracture!NOVISMO-fuelled consumers will look for anything that allows them to experience more, conveniently, with less commitment and at lower cost.

Toyota Tsusho & Celso KamuraFast beauty salonsIn November 2012, Japanese trading and investment company Toyota Tsusho partnered with celebrity hairstylist and makeup artist Celso Kamura to open the first fast beauty network of salons across Brazil. Focusing on affordable and fast services, the Celso Kamura Express salons offer hairstyling and beauty treatments, priced at around 20% less than comparable local establishments. In order to increase the number of clients, the salon operates via a walk-in service and no appointments are taken.

WHY// Relaxation of state control The consumer landscape in SCA has been a tightly controlled and regulated one. High tariffs, limited competition and fixed plans are gradually giving way to increased choice and flexibility. // Maximization Consumers are relishing this freedom and now feel more able to satisfy their needs. But as each need is satisfied, the desire to experience more arises ;-) // Modern lifestyles While cities in SCA are often hectic if not chaotic, busy urbanites now expect to use easily accessible and convenient mobile technologies to better manage their daily lives.

NEXT// Smart choices Challenge industry conventions and think about how to make your product or service quicker, cheaper or more accessible, as Toyota Tsusho has done. // Convenience Create services that are truly on-demand or tailored to a consumers exact needs, where and when they occur, as GymPass and Libreria Gandhi do. // Lifestyle solutions Its not just about your product per se, or the status of ownership, but about what it does for consumers at the moment of use: what (lifestyle) benefit does it offer? What problem does it solve? // Pricing Unlocking FLEX LIVES means thinking hard about your pricing. Pay-per-view/ -use/ -wear/ -anything frees consumers from commitment, while all-inclusive frees consumers from worry.

JoanninhaShort-term toy rentalBased in So Paulo, Joanninha is a Brazilian toy rental business for children aged up to 7 years old. Rental plans (starting at BRL 80 per month) entitle users to a fictitious exchange currency called Joanninhas with which they can rent toys. Each toy has its own diary and families are encouraged to record the stories and places the toy has been, and if a child really likes a toy, parents can buy it from the company. In July 2012, the service began expansion to Rio de Janeiro, Belo Horizonte and Braslia.


novismo // FLEX LIFE

PL ELibrera GandhiBook printing, while-you-waitIn November 2012, the Mexican chain of bookstores Libreras Gandhi launched a print on demand service called Libros al minuto (books