10 TRENDS FOR NOW – PART 2
TO JOG YOUR MEMORY…
BENEFICIAL INTELLIGENCE
INTERNET OF SHARED THINGS
TWO-WAY TRANSPARENCY
INSIDER TRADING
BRAND FANATICS
BENEFICIAL INTELLIGENCE
PEER ARMIES
INTERNET OF SHARED THINGS
ASIAN FUTURES
TWO-WAY INSIDER TRANSPARENCY TRADING
BRAND FANATICS
INSTANT SKILLS
BiG BRAND REDEMPTION
LAZY VIRTUE
KEY THOUGHT #4
Swiping right is great and everything‌
‌ but can I get someone to walk my dog?!?!
PEER ARMIES
PEER ARMIES Smart brands are finding new ways to leverage armies of connected customers to supercharge their customer service.
AIRBNB
P2P platform connects users with locals for advice and shared meals
65 of consumers have of consumers have stopped using ’ as stopped using a brand brand’s products or services due to a bad products or services customer service experience. due to a bad customer service experience.
Parature, August 2014
TESCO
Supermarket offers free online beauty consultations with top bloggers
SKOL
Beer brand rewards locals helping tourists
AUDI
Automaker enlists drivers to help snow-stranded vehicles
WAZE
Los Angeles Country sharing data with crowdsourced traffic app
LIGHTBULB MOMENT
How could your (superfan) customers supercharge customer service?
WHERE
Vision New business concepts
New products, services, experiences Marketing, advertising, PR
Nowhere is more invested in social than ASIA!
TWO BONUS ASIAN TRENDS!
ALL ON MESSAGING
549 million Number of monthly users actively using WeChat as of Q1 2015
Te n C e n t , Q 1 2015
205 million Number of monthly users actively using LINE as of Q1 2015
LINE Corporation, Apr 2015
MESSAGING CONTROL Brands are reaching the masses through messaging apps, going beyond superficial engagement and instead providing real, meaningful lifestyle solutions.
WECHAT CITY SERVICE
Function allows users to access government services through messaging app
FOODPANDA x WECHAT
Social messaging app integrates food delivery service
BURBERRY
Catwalk shows live-streamed via social media app
LINE
Messaging app launches grocery delivery service
DELHI POLICE DEPARTMENT
Corruption complaints crowdsourced via WhatsApp
HOMEWORK GODS
Homework solutions delivered to students via WhatsApp.
LIGHTBULB MOMENT
Can you latch on to messaging platforms to provide lifestyle solutions for your customers?
SOCIAL PASSPORTS
1.1 BILLION Number of social media users in APAC
We Are Social, Mar 2015
SOCIAL PASSPORTS Consumers are demanding to get more value out of their social networks – from getting deals based on social following to using social media profiles to manage bank accounts.
KOTAK
Savings account managed via Twitter and Facebook
JUALIO
Online dashboard lets users sell products to their social following.
SUGAR
Interactive city guide allows users to tap into their social network to get deals
HOTELIED
Discounts based on social media popularity
COCA-COLA
Vending machine sets prices based on social media output
LIGHTBULB MOMENT
How can you let your consumers get more value out of their social media accounts?
WHERE
Vision New business concepts
New products, services, experiences Marketing, advertising, PR
DOWNLOAD OUR ENTIRE 10 TRENDS FOR ASIA PPT FROM THE PORTAL AFTER THIS EVENT!
KEY THOUGHT #5
In 2016 consumers are so‌
… FUCKING LAZY!!!
INSTANT SKILLS
INSTANT SKILLS In a consumer arena in which status is ever-more about ‘who I am’ rather than ‘what I have’, customers will embrace services that remove all barriers to producing amazing output.
HEXO+
Intelligent drone follows and films people autonomously
SEEDSHEET
‘Plug and plant’ service allows gardeners to order pre-seeded turf
FOREO MODA
Device applies pre-selected makeup look in 30 seconds
LIGHTBULB MOMENT
Who and what are your customers trying to be, and how can you help?
LAZY VIRTUE
LAZY VIRTUE Consumers are embracing services – digital and physical – that make it effortless to do good in the world.
63 of consumers feel guilty when they do something that’s not environmentally friendly.
GfK, April 2015
SNAPDONATE
Point-and-scan app facilitates charitable donations
JAMIE OLIVER
British restaurant chain introduces sugar tax
THE RAG BAG
Fashion brand's reusable bags boost apparel recycling
THE ESCALATOR PROJECT
Mall-generated electricity provides rural villages with rechargeable lamps
LIGHTBULB MOMENT
How can you make it effortless for consumers to do good in the world?
KEY THOUGHT #6 IT’S THE LAST ONE! ;)
If consumerism has any future, we need to take the way we think about BIG BRANDS‌
…and turn it on its HEAD!
STARTUP BOOM!
CLEAN SLATE BRANDS (CIRCA 2013 ;) Consumers are rushing to startups, and lavishing attention, trust and love on brands with NO heritage or history.
STARTUPS = ETHICAL
STARTUPS = TRUSTWORTHY
STARTUPS = JUST BETTER!
BRAND HERITAGE = BRAND BAGGAGE!
BIG BRAND REDEMPTION
BIG BRAND REDEMPTION The (only?) future for big brands? They should embrace their scale, resources and reach and seek REDEMPTION by doing the things no one else can.
BIG BRANDS = BIG CAPABILITIES
MARKETING
RED BULL
Parachute jump from the edge of space
SERVICE
UBER
Ice cream delivery across multiple cities this summer
WHAT ABOUT THE PLANET?
73 of millennials don’t believe government can solve today’s issues alone, and 83% want business to get more involved. M S L G R O U P, September 2014
34 of consumers worldwide chose one brand over another because it was more socially or environmentally responsible. In the coming year, 67% intend to do so.
Havas, September 2014
BIG BRANDS ARE THE PROBLEM!
BIG BRANDS ARE THE ANSWER?
BIG BRANDS = MASSIVE POSITIVE IMPACT?
UNILEVER
Aiming to help 1 billion people improve health via hand washing programmes
WHAT IF COCA COLA TACKLED OBESITY?
COCA COLA
All beverages to be zero sugar
WHAT IF CAR MAKERS JOINED FORCES?
Ford, BMW, MERCEDES AnD MORE‌
Consortium of car manufacturers promise no more petrol vehicles by 2020
WHAT IF SHELL ADMITTED THEY ARE EVIL?
SHELL
We are evil and we promise to stop it.
IT’S PROGRESS THAT COUNTS…
APPLE
Apple's renewable data centers benefit local communities
LIGHTBULB MOMENT
What can YOUR organization do that no one else can?
BENEFICIAL INTELLIGENCE
PEER ARMIES
INTERNET OF SHARED THINGS
ASIAN FUTURES
TWO-WAY INSIDER TRANSPARENCY TRADING
BRAND FANATICS
INSTANT SKILLS
BiG BRAND REDEMPTION
LAZY VIRTUE
READY TO JUMP?
CHANGE
CHANGE?
INNOVATIONS
EXPECTATION GAPS
EXPECTATION ECONOMY
APPLY! APPLY! APPLY!
WHERE
Vision New business concepts
New products, services, experiences Marketing, advertising, PR
WHO?
THANK YOU AND GOOD LUCK!