CTRENDS

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TREND WATCH World Trends - global influences

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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HOW TO LOOK FOR TRENDS • SCIENTIFIC • SOCIAL • EMOTIONAL • SPIRITUAL CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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MACRO TO MICRO

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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SCIENTIFIC • ECONOMIC DRIVERS • EMERGENT TECHNOLOGIES • GLOBAL POLITICS • SUSTAINABILITY AGE CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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ECONOMIC • DIVERSE DEMOGRAPHICS (sociodemographics)

• FINANCIAL SYSTEM • WAR TALENT (human resources) • MULTI POLAR WORLD (industrial development)

• EMERGENT ECONOMIES (changes) CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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EMERGENT IT • CLOUD CULTURE (information accessible anywhere)

• DIGITAL DOMINANCE (innovations supported)

• PLAYSUMERS (“Gamification” of daily lifes) • INNOVATIONS FOR MOBILE LIFE • MOBILE MONEY AND COMMERCE CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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GLOBAL POLITICS • NEW THINKINGS AND LEADERS • NEW GEOGRAPHY • NEW RELATIONS AND RULES • LOCAL LOVE EMERGENCY CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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SUSTAINABILITY AGE • CONSCIOUS • LIVING TO CONSUME? • FREE CYCLE NETWORKS • PEOPLE MOVEMENT CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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SOCIAL • CARING COMPANIES • COMMUNICATION NATION • PATCHWORK PEOPLE • WORK/LIFE BALANCE CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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CARING COMPANIES • TRANSPARENCY (open access) • MOVE WITH CULTURE (move into ideas, responsibility, beliefs)

• LEADING THINKERS (sharing knowledge with active consumers)

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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COMMUNICATION • HOME BASED (always connected) • EPHEMERAL NOWISM (real-time) • VIRTUAL NATIONS (communication) • EMPOWERMENT TECHNOLOGY (communication enablers)

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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PATCHWORK • MIND AGE (perception and cognition) • SMALLER FAMILY SIZES (dimension) • GENERATION SYLO (Stay Young Longer) • WE COMMUNITY (trans-generational families)

• JOYNING (Crowd express) CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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WORK/LIFE • HOME (last preserved space) • BODY CARE (me time, me care) • SLOW DOWN (too much is enough) • CULTURE (the last holy grail) CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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EMOTIONAL • A BETTER WORLD • HEALTH & WELLNESS • MEANINGFUL CONSUMPTION

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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A BETTER WORLD • GLOCALISATION (after globalization effect)

• THE REAL THING (back to basics) • CONSCIOUS CONSUMPTION (we care) • SUSTAINABLE AND EMOTIONAL CONSUMPTION (Stronger reason why)

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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HEALTH & WELLNESS • BODY INVESTMENT (we count) • I FEEL THEREFORE I AM (we sense) • INTELLIGENCE LIVING (smart nets) • YOUNIQUE (brand me, customized) CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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MEANINGFUL • ACTIVE NOT AFRAID (react, change) • SAVE BEFORE SPEND (think first) • WALLS OR WINDMILLS? (to grow again)

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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SPIRITUAL • QUALITY OF LIFE • UNIVERSAL AWARENESS

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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QUALITY OF LIFE • HAPPINESS HUNTING (new gdp) • NEW BEGINNINGS (new foundations to society and to personal goals)

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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...IN SHORT

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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GLOBAL INFLUENCES • • • •

TOTAL TRANSPARENCY

• •

PEOPLE PATCHWORK

GLOCALISATION CLOUD CULTURE

• • •

THE REAL THING HEALTH INTELLIGENCE HAPPINESS HUNTING

EMPOWERMENT TECHNOLOGY

HOME SWEET HOME CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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GENERATES...

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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CONSUMER TRENDS • • • • •

RANDOW ACTS OF KINDNESS (GENERATION G generosity) URBANOMICS PRICE PANDEMONIUM MADE FOR CHINA ONLINE STATUS

• • •

WELLTHY

•

PLANNED SPONTANEITY

• •

ECO SUPERIOR

SOCIAL-LITES EMERGING GENEROSITY

OWNER LESS

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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GENERATION G • • • • •

REALNESS HUMAN TOUCH COMPASSIONATE CHARISMATIC TO KNOW WHAT’S HAPPENING IN CONSUMERS LIVES

•

USE FACEBOOK AND TWITTER

•

DAILY LIVES AND MOODS

•

SOCIAL NETWORKS ENABLE KINDNESS TO SPREAD

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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URBANOMICS • 3 BILLIONS LIVE IN URBAN AREAS • TENDS TO BE MORE DARING, LIBERAL, TOLERANT

• EMERGENT MARKETS MORE PRONOUCED

• URBAN PRIDE CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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PRICE PANDEMONIUM • BECAUSE PEOPLE COMMUNICATE MORE

• WILL BE PART OF “CLUBS” • MOBILE DEVICES HELP TO HAVE BETTER DEALS

• GROUPON CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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MADE FOR CHINA • FOCUS ON NEW PRODUCTS FOR EMERGING MARKETS

• PERCEIVED QUALITY • INCLUDE CULTURAL PRIDE • MAKE GOOD SENSE CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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ONLINE STATUS • ONLINE IS A CULTURE • LIKING ONLINE AND REAL WORLD

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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WELLTHY • IMPROVE LIFE QUALITY • GOOD HEALTH IS A STATUS • TECHNOLOGY FOR MONITORING • WEARABLE • FOCUS OF THE CONSUMER DECISION MAKING PROCESS

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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SOCIAL-LITES • P2P DYNAMICS • TWIN CONSUMERS (similar consumer patterns an experiences)

• RECOMMENDATIONS • BECOME BRAND CURATORS CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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EMERGING GENEROSITY • SPECIALLY FROM EMERGING MARKETS WILL CONTINUE TO GIVE, DONATE, CARE AND SYMPATHIZE

• GLOBAL SCALE CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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PLANNED SPONTANEITY • NOWISM (instant gratification) • CULTURAL, SOCIAL AND

TECHNOLOGICAL TRENDS TOWARDS SPONTANEITY

• RUSH FOR A SERVICE • PLANN THE ACTION (ex: twitter a party on a van today at...)

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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ECO SUPERIOR • QUEST FOR MORE ENVIRONMENTALLY SUSTAINABLE ECONOMIES

• ECO AND BETTER PRODUCTS (superior than the less ecological offer)

• CONSUMERS LOOK FOR GREENER PRODUCTS

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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OWNER-LESS • FRACTIONAL OWNERSHIP • NO TIMESHARE...PARTIAL OWNERSHIP • TRANSPORTATION INITIATIVES

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

AMÉRICO MATEUS ©

BRAND TRENDS

•

“SERVING IS THE NEW SELLING”:

• ONLINE AND OFFLINE • CO-CREATION • FEEDBACK CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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DIMENSIONS • TRANSPARENCY

• HEALTH,

• SAVING MONEY • FINDING • CONNECTIVITY

• SKILLS & ADVICE • ECO • TOOLS &

& “IN THE KNOW”

NUTRITION & EXERCISE

AMENITIES

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

AMÉRICO MATEUS ©

TRANSPARENCY • GIVING ACESS

TO VITAL (PROCESS & PRODUCT) INFORMATION

• IN THE KNOW SERVICES ARE RELATED WITH LIFESTYLE

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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SAVING MONEY • YOUR BRAND

COULD HELP YOUR CLIENTS TO SAVE MONEY BY:

• NEW

SERVICES, NEW PRODUCTS (EX:VIRGIN TAXI2)

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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FINDING • HELPING PEOPLE TO FIND

INFORMATION THATS IS RELEVANT AND TIMELY, GOING ABOVE AND BELLOW WHAT IS EXPECTED OR PRODUCT RELATED.

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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CONNECTIVITY • CREATING SOCIAL NETWORKS TO

YOUR CLIENTS AIMING TO CREATE COMMUNITIES (EX:VIRGIN TRAVEL LOVERS).

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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HEALTH • IF YOU WANT TO HAVE YOUR CLIENTS ATTENTION, TRY TO RELATE TO THEM ON HEALTHY LIFESTYLES “TALKS”

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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SKILLS & ADVISE • TO HELP YOU CLIENTS TO HAVE

SKILLS, KNOWLEDGE AND MANNERS IS A PATCH TO CREATE A STRONG RELATIONSHIPS

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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ECO • WHAT BRAND CAN BE INNOVATIVE

NOW-A-DAYS WITHOUT A SUPERIOR ECO STATEMENT?

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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TOOLS • TO HAVE TOOLS TO ASSIST YOU

CLIENTS, ONLINE AND OFFLINE, REGARDING PROBLEM SOLVING AND COMFORT NEEDS, BASED ON INFORMATION SERVICE DELIVERING

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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OPPORTUNITY • TO TRANSFORM MARKETING INTO A

SERVICE, CLIENT ORIENTED IS ONE THE MOST IMPORTANT TRENDS OUT THERE.

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

AMÉRICO MATEUS ©

MARKETS • PINK PROFITS (gay & lesbians market) • FEMALE FEVER (female purchase power) • BOOMING BUSINESS (baby boomers) • MINISUMERS (infants & kids markets) • LUXURY (8-80 young and old extremes) CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011

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THANKS

CONSUMER TRENDS BRANDING E GESTÃO DE MARCA - TALENT / IADE 2011